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FACEBOOK

Trying Out
HERO HONDA
A Friendly Ride 10
KOTAK MAHINDRA
Silver Side Up 14
COCA-COLA AND NESTLÉ
Ice Tea on the Rocks! 20
BLOG
KV Sridhar 58
Will its messaging system
hurt e-mail services?
What it means for the telecom business and
how it might change the nature of advertising in
one of India’s largest spending categories.
3G
TAKEOFF
32
L’ORÉAL
Reveal Your Talents
An unusual e-initiative to
hire Generation Y.
28
PROFILE
Yubaraj Bhattacharya
The new CEO of Mahuaa
has to change perceptions.
44
December 1-15, 2010 `50 Volume 1, Issue 23
38
EDITORIAL
3
afaqs! Reporter, December 1-15, 2010
Volume 1, Issue 23
This fortnight...
T
he mobile telephony business is on the threshold of a transformation. ‘Voice on the move’
created a business that, in just 15 years, has grown into a phenomenon with an annual
turnover of `150,000 crore. Now with 3G upon us, mobile telephony is entering the next phase.
In just a couple of years, we will do far more with our mobile than we can even begin to imagine.
What does this mean to all of us in media and marketing communications? Telecom is one
of the biggest advertising spenders in India and as its priorities change, so too
will its message and the media channels it employs. All this is the subject of this
fortnight’s cover story, ‘3G Takeoff’.
There are three factors that will, together, dramatically alter the Indian mobile
telephony landscape.
The first factor, of course, is the coming of 3G which will allow subscribers
to use data in all forms – be it web browsing or watching video or downloading
applications or games – easily. Better bandwidth means little, however, if there
isn’t enough content.
While traditional content is available on the mobile web, market leader
Nokia has been slow in developing applications which have driven mobile data
consumption in many countries. Now, the rise of the Google-created Android
platform has fired up developers to create apps and a number of handset makers
have aligned with the platform. So, that’s factor two.
Better bandwidth and the abundance of applications still wouldn’t work
unless users have affordable handsets with bigger screens that take advantage of
the environment. That brings me to the third factor that will fire up the mobile
scene: Micromax and company. Thanks to a bunch of aggressive new brands,
Indians can now aspire to own handsets that are loaded with features and are yet affordable.
Nearly 10 million Indians are already getting on to the mobile web every month. According
to Opera Mini, the mobile web browser, the typical Indian downloads about 7MB of data and
about 400 pages on his or her mobile each month. We may not have noticed it but the revolution
has already begun.
FACEBOOK
Trying Out
HERO HONDA
A Friendly Ride 10
KOTAK MAHINDRA
Silver Side Up 14
COCA-COLA AND NESTLÉ
Ice Tea on the Rocks! 20
BLOG
KV Sridhar 58
Will its messaging system
hurt e-mail services?
What it means for the telecom business and
how it might change the nature of advertising in
one of India’s largest spending categories.
3G
TAKEOFF
32
L’ORÉAL
Reveal Your Talents
An unusual e-initiative to
hire Generation Y.
28
PROFILE
Yubaraj Bhattacharya
The new CEO of Mahuaa
has to change perceptions.
44
December 1-15, 2010 `50 Volume 1, Issue 23
38
EDITOR
Sreekant Khandekar
PUBLISHER
Prasanna Singh
CONSULTING EDITOR
M Venkatesh
CONTRIBUTING EDITOR
Prajjal Saha
SENIOR LAYOUT ARTIST
Vinay Dominic
LOGISTICS
Rajesh Kanwal
ADVERTISING ENQUIRIES
Hansika Koli, (0120) 4077834 4077837 Noida
Varun Mohan, (022) 40429702-5 Mumbai
Neeraj Ranjan, 09886846842 Bangalore
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
Garima Agnihotri, (0120) 4077837
subscriptions@afaqs.com
Printed, published, and owned by
Prasanna Singh, Publisher,
at 7-A/13, Ch. Ratan Singh Complex,
Jawala Heri Market, Paschim Vihar,
New Delhi-110 063.
Printed at Paras Offset Pvt. Ltd.,
C-176, Naraina Industrial Area, Phase I,
New Delhi 110 028.
Cover Illustration
Tiffin Box
NAIDUNIA DISHA
Targeting Young
The daily is being published
for students across Indore.
POINTS OF VIEW
Profitable Niche Papers
Could special interest
newspapers work
in India?
12
30
LOOP MOBILE
All That’s Purple
The service provider has
launched a brand campaign.
60
PHOTO FEATURE
Who’s who
Spotted were the
biggies of the
fraternity.
PLUS
BRITANNIA CAKES
Yummy Nursery Rhymes 16
DEFINING MOMENTS
I Venkat 40
GOOGLE
Going Local 42
AFAQS! & RADIO ONE
Getting Together 46
SONY
Swapping Wives 46
HORLICKS NUTRIBAR
Endless Reasons 50
GOOD KNIGHT
Naturally Bite Free! 52
22
RELIGARE
Simplifying Solutions
Communicating through an
endearing message.
Sreekant Khandekar
sreekant.khandekar@afaqs.com
42
CONTENTS
B
uoyed by phenomenal growth
in the smartphone segment
and facing stiff competition
from domestic players in the low
cost feature phone segment, the
South Korean electronics giant LG
has decided to exit the low end seg-
ment.
At the launch of LG’s latest smart-
phone Optimus One, Moon B Shin,
managing director, LG India, said,
“Smartphones are poised to drive
growth in the Indian mobile market
in the coming years and LG will
focus only on the smartphone seg-
ment in the short term. 2011 will be
acceleration phase for LG Mobiles.
In future we will re-enter the feature
phone business with
better products at the
right time.”
LG has announced
that it intends to cap-
ture 12 to 15 per cent
of market share in the
smartphone category
in India. To achieve
the target it will launch
12 new phones in the
next six months. The
company has allotted
`350 crore as market-
ing investment for
2011.
Shin adds, “Our
focus on Smartphones
will deliver the
ultimate consum-
er experience. We
are therefore pre-
embedding loads of
applications, making
phones ready to use with exposure
to the world of applications.”
Further, he added, that the com-
pany has identified mobile phones
as a strategic growth engine catego-
ry. Therefore, the company is also
increasing the production capacity of
its Pune plant from 8 million to pro-
duce 15 million phones by next year.
It is also expanding its retail net-
work by 25,000 outlets and
500 exclusive LG mobile galleries.
“We also have an ambitious target
of 80 per cent revenue growth in
mobile business by 2011,” Shin adds.
Next year the company plans to
launch 55 new models, out of which
40 per cent will be Smartphones.
Marketing investments by the
company would also be aligned
accordingly.
With respect to the operating sys-
tem (OS), LG announced that it will
focus mainly on Android, however,
two of 12 products in the offing will
run on the Windows Phone 7 OS.
In line with its new strategy, LG
has also launched one of its most
innovative smart devices from the
Optimus series - LG
Optimus One, which
is an Android 2.2 Froyo
based phone with
a 3.1 inch capacitive
touch screen, 3 meg-
apixel camera, WiFi
and A-GPS. Apart
from regular Android
phone features, LG has
included 40 bundled
apps and an application
that recognises voice
commands.
LG has also said
it will launch several
devices in the coming
months, including a
tablet PC called LG
Optimus 7 running
Windows Phone 7 OS.
The company will also
launch other Optimus
series devices.
Optimus One is priced at a market
operating price of `13,500. Optimus
Seven is expected to be priced at a lit-
tle more than `25,000. The Optimus
One with Google offers unfiltered
and genuine smart phone experi-
ence. Convenient user interface and
diverse multimedia options ensure a
mobile environment that makes this
device one of the easiest to use in the
market.
‘‘If consumers are not
talking about us in the same
space as the young and
trendy Fastrack, or a Coke or
Pepsi, for example, we have a
problem.’’
SRINANDAN SUNDARAM, HUL, CATEGORY HEAD (DEODORANTS AND ORAL CARE) ON POSITIONING OF AXE, IN
BUSINESS STANDARD.
LG INDIA
QUOTE OF THE FORTNIGHT
Hyundai Motor> The second larg-
est car manufacturer in India, Hyundai
Motor, has renewed its corporate
identity standards to ensure uniform
brand identity and competitiveness across
showrooms and workshops for its customers. Based on its
increased brand value, HMIL has designed a new 3D chrome
signature to reflect a refined confident brand. The implemen-
tation will happen across Hyundai Motor company globally.
Porsche> The luxury carmaker, Porsche, recently opened its
third showroom in the upmarket Jubilee Hill, Hyderabad, follow-
ing New Delhi and Mumbai. The facility offers 5,000 square feet
of showroom space. The Porsche Centre Hyderabad is home to
the entire Porsche product range, including the latest arrival - the
new Porsche Cayenne. Porsche also plans to expand its pres-
ence across India with operations to be opened in Ahmedabad,
Chandigarh, Bengaluru, Chennai and Kochi.
INOX> INOX Leisure recently launched its fourth mul-
tiplex at the Bangalore Central Mall, JP Nagar with four
screens and 1,118 seats. Thus INOX
now has a total of 18 screens in
Bengaluru in Jayanagar, Garuda Mall,
Malleswaram including JP Nagar.
Nationally, INOX
has 38 multi-
plexes and 144
screens in 25 cit-
ies across India.
Sharp> The electronic company, Sharp, recently unveild four
mobile handsets priced between `6,500 and `18,000. With
this launch, the company expects to garner a market share of
three per cent within a year. Sharp is aiming at a `1,200-crore
business by the end of the financial year 2012. The company
registered a topline of `400 crore in 2009-10 and hopes to
increase the figure by `100 crore more in the current fiscal.
Dabur> The fourth largest Indian FMCG firm with an annu-
al turnover of around `3,400 crore recently acquired the US
based Namaste Laboratories. The acquisition will help Dabur
boost its presence in Africa. With this acquisition, nearly 25
per cent of Dabur’s consolidated revenue would be generated
overseas. The current management team, led by Namaste
founder and CEO Gary Gardner would continue.
HMIL plans to
implement the
corporate iden-
tity at its 320
outlets by end of
December.
Kiehl’s> The 160-year-old premium skin care brand of the
US, Kiehl’s, recently opened its first flagship store in Delhi.
The brand sits in the luxury division of L’Oréal Group and hap-
pens to be the fastest selling brand in its
portfolio. The luxury division of L’Oréal
has brands such as Lancome, Giorgio
Armani, Ralph Lauren and Diesel under its
umbrella.
Kingfisher Airlines> Kingfisher Airlines has announced
the launch of Little Wings - a new frequent flyer programme
created for young flyers between the age of 3 and 12 years.
With the introduction of this new programme, Kingfisher
Airlines becomes the first airline from India to let young fly-
ers earn King Miles when they fly, which will be added to the
miles tally of the parent. The only qualification for a young
flyer to become a member of Little Wings is that a parent has
to be a member of King Club.
\|ec 9ews, \|ec Bc
The company has
introduced about
126 products in
the price range of
`499 to `3,800.
4 afaqs! Reporter, December 1-15, 2010
M
A
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K
E
T
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Sponsored by
LG intends to
capture 12 to
15 per cent
market share in
the smartphone
category, and to
achieve that tar-
get it will launch
12 new phones
in the next six
months.
6 afaqs! Reporter, December 1-15, 2010
I
n an attempt to augment its
youth viewership, Channel [V]
plans to further increase its non-
music original programming lineup,
wherein the thrust will be to push up
the fraction of fiction content in the
programming mix. Additionally, the
channel is also looking at increasing
its ad rates while providing clients
with its expertise across all platforms.
Prem Kamath, general manager,
Channel [V], says, “While we will be
looking at increasing the proportion
of our original content in the line-
up, we will also look at upping the
fiction genre because our current fic-
tion property, Roomies,
has helped us garner
good youth viewer-
ship. Fiction also has
a certain measure of
storytelling it can talk
about a specific aspect
of the youth and the
final product can be
controlled. If it is suc-
cessful in its appeal to
viewers, revenues will
automatically flow in.”
Kevin Vaz, presi-
dent, sales, STAR
India, remarks, “While
the ad rates will vary
from client to cli-
ent, we are looking at
increasing our ad rates
by 30-40 per cent. This is because
Channel [V]’s performance since its
launch has increased consistently.
We have grown from a 0.2-0.3 per
cent market share during the re-
launch period to a 0.81 per cent
market share today. This has helped
in creating a demand for the channel
amongst advertisers.”
The channel’s plans seem ambi-
tious as it still has to catch up with
its competitors on the viewership
front. According to the TAM data
for Week 45 (C&S, 15+, HSM),
the recently launched music channel,
Mastiii, leads the genre with 15.3 per
cent market share, followed by 9XM,
with 14.5 per cent.
MTV is at 13.1 per cent, while
Bindass is at 11.7 per cent. B4U
Music has a market share of 11.4
per cent. Lower in the list is Channel
[V] at 8.7 per cent, E24 at 8 per cent
and Zoom at 6.4 per cent. Amongst
others, Music India is at 4.7 per cent,
Imagine Showbiz is at 2.2 per cent,
Zing is at 1.8 per cent, while VH1
and ETC stand at 1.1 per cent each.
In the past 14 months, the channel
has launched 24 shows, an average
of two shows a month, which has
helped to keep up its programming
lineup extremely fresh. And now, the
channel will add two fiction shows to
its original program-
ming in January. The
channel also intends
to come up with new
seasons of its flagship
programmes. The new
season of Truth Love
Cash was rolled out
last month, while the
new seasons of Axe Ur
Ex and Love Net will be
launched after March
2011. Dare 2 Date is
also being relaunched.
Fourteen months
since its relaunch, the
channel has increased
its format-show pro-
gramming lineup
to about 76 per cent
of which 24 per cent content still
comprises music. Meanwhile the
channel claims that the increase in
the non-music content has helped
in increasing its market share from
0.25 per cent (during relaunch) to
0.81 per cent (Week 45), its advertis-
ing revenues have also witnessed a
threefold growth.
Kamath says, the other factor that
helped in attracting advertisers on
board, is the strategy of providing
complete and holistic brand solutions
to clients, which include online, TV
and on-ground activities.
Two wheelers, cosmetics, soft
drinks and deodorants contributed
the most to the ad sales revenue.
‘‘Two-three years back,
satellite rights were not a
big source of revenue. But
now there are many revenue
streams opening up.’’
ASHOK RAJGOPAL, PARTNER - BUSINESS ADVISORY SERVICES, ERNST & YOUNG,
ON THE SATELLITE RIGHTS OF BOLLYWOOD FILMS, IN THE FINANCIAL EXPRESS.
QUOTE OF THE FORTNIGHT
Mangalam Group
plans to foray
into the electronic
media with an
initial investment
of `50 crore.
Sony> In an attempt to expand its weekend program-
ming and to help add more youth and male audience to
its viewership, Sony has decided to advance its Saturday
weekend prime time to 8 PM. The slot houses its big
ticket property, Adaalat, an absolute courtroom drama,
which was launched last month. The show will revolve
around KD Pathak (Ronit Roy), an unconventional lawyer
who uses every trick in the book to deliver justice. His
methods are as bizarre as using magical gimmicks.
TV Today Network> The TV Today Network has joined
hands with Rogers Communications to launch Aaj Tak
and Headlines Today in Canada. Both the channels will be
available free of cost to Rogers Digital Cable customers in
Ontario as an introductory offer for the first two months,
after which they will be available on an a-la-carte basis.
Big CBS> Big CBS Networks has closed another deal
with Hathway Cable and Datacom. The association is
formed to distribute the premium English GECs - Big CBS
Prime, Big CBS Spark and Big CBS Love. The company
is targeting viewers in the big metros and tier II cities
through this deal. The deal covers both Hathway’s own as
well as its JV networks across all relevant markets, cov-
ering both analog and digital cable TV platforms.
Zee Network> Zee Network has re-engineered Zee Cafe
and Zee Studio. Both the channels will broadcast its logo as
an all-white logo. The new Zee Cafe logo aims to connect
to the contemporary outlook of today’s viewers while Zee
Studio’s endeavour is to make TV movie watching an
experience.
Mangalam Group> The Mangalam Group of
Publications plans to foray into the electronic media. It
plan to launch a news and an entertainment channel by
mid-2011. The first channel by the group will be called
Mangalam and will be in Malayalam. The publishing
division, which has an annual turnover of `60 crore,
will start the channel with an investment of `50 crore.
Prasar Bharti> The information and broadcasting
minister Ambika Soni informed the Rajya Sabha that
Prasar Bharti has spent about `305 crore in the broad-
cast of the Commonwealth Games. The spends include
outsourcing of production and coverage facilities and
hosting of website for the broadcaster. In addition to this,
about `75.77 crore was spent
towards rentals and upgrading
of infrastructure and facilities.
Ambika Soni has
informed that
Prasar Bharti has
spent `305 crore
in the broadcast
of CWG .
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Radio Misty> Radio Misty 94.3 FM has turned three.
The radio station started its journey from Siliguri in
West Bengal on November 14, three years back. With its
motto of local people, local station, local choice, local
voice, Radio Misty airs music and shows in five differ-
ent languages namely Hindi, Bengali, Nepali, English and
Bhojpuri.
TV Today joins
hand with Roger
Communications
to get a launch
pad in Canada.
The channel’s
plans seem to be
ambitious as it
still has to catch
up with its com-
petitors on the
viewership front.
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Sponsored by
CHANNEL [V]
F
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> Scarecrow Communications has been given the
mandate to handle BPCL’s retail initiatives. The account will
be handled out of the agency’s New Delhi branch. The other
agencies empanelled by the compamy are Euro RSCG, Saatchi &
Saatchi and Lowe Lintas. Scarecrow was awarded the mandate
on the basis of a campaign it had done in February this year for
Shriram Transport Finance Company. The agency will be looking
at a mix of below-the-line and above-the-line communication. The
upcoming campaign is expected to utilise extensive outdoor and print.
> Maruti Suzuki is gearing up to launch its sports sedan, Maruti Kizashi in India.
The automobile major has awarded the brand’s creative mandate to Dentsu Creative
Impact. The agency won the business after a multi-agency pitch, in which Maruti’s
other roster agencies, Publicis Capital and Lowe Lintas participated as well. The
media duties will be handled by Lintas Media Group, which is Maruti Suzuki’s AOR.
Suzuki, the Japanese auto major and parent company of Maruti India, currently sells
Suzuki Kizashi in the US and Japan. With the Kizashi, Maruti Suzuki is making its foray
into the luxury sedan segment, one that is different from that of the compact car. This
signifies a shift in domain for the brand.
T
he self regulatory
voluntary organisation of
the advertising industry,
Advertising Standards Council of
India (ASCI), recently introduced
guidelines for the education sector,
because advertising for the sector has
galloped and consumer complaints
have grown as well. ASCI has
received the maximum number of
complaints against the education
sector since the guidelines went up
on the website for public viewing in
August this year.
Of the 12 complaints received
by ASCI, six were against the ads
of education institutes and the rest
from FMCG, travel,
realty and appliances
companies.
ASCI’s Consumer
Complaints Council
(CCC) upheld three
complaints against
the ads of Career
Launcher as the
claims could not be
substantiated. The
complaints pertained
to claims of the
highest success rate,
number of students
taking tests and being
the most successful
trainer in Mumbai. Career
Launcher could not substantiate
any of the claims with data and
hence, under ASCI code’s Chapter
I, Clause1, the CCC asked for the
ads to be withdrawn.
Similarly, another coaching
institute, T.I.M.E, was asked to
withdraw ads as the institute could
not substantiate its claim of being
the No.1 institute for GMAT at the
time. A claim by Education Matters
on its website about its association
with the British Deputy High
Commission was unsubstantiated
and it was directed to withdraw the
claim from its website.
Alan Collaco, secretary
general, ASCI, says, “More than 50
per cent of the complaints this time
were against educational institutes.”
Other than educational institutes,
a TVC of Colgate Sensitive toothpaste
was found to be misleading from
the aspect of its visual showing
‘other’ toothpastes having only one
out of four dentists recommending
them, when the figure was actually
more. However, Colgate was able
to substantiate its claims of ‘relief
from pain for sensitive teeth’ and
‘three out of every four dentists
recommend Colgate Sensitive’ with
supporting data.
CCC also upheld the complaints
against the Dabur
Pudin Hara’s ad
which claimed that
the product does
not contain any
chemicals. However,
the company was able
to substantiate the
claim of ‘relief from
pain and acidity’ with
supporting data.
In a case of comparative
advertising, an ice-cream brand
of Kochi based Supreme Food
Industries - MeriiBoy Ice Cream,
was found to be misleading the
consumers by claiming that the
contents of competitors’ products
were artificial. Following the CCC
decision, the leaflets were withdrawn
from the market and the website
content was modified by the
advertiser.
The complaint against Nirali
Appliances of claiming savings
on electricity and several power
related claims was found to be
unsubstantiated: it had to not been
substantiated.
8
‘‘A piece of advice for the
Indian creative brigade: if your
campaign is worn out, find a
way to refresh it. Open it up to
the public. It could be so-and-
so agency versus the people of
India.’’
ROBIN WIGHT, PRESIDENT, THE ENGINE GROUP AND CO-FOUNDER, WIGHT COLLINS RUTHERFORD SCOTT, ON
HOW ADVERTISING OUGHT TO BE IN TODAY’S BRAVE NEW WORLD, IN BRAND EQUITY.
QUOTE OF THE FORTNIGHT
ASCI/EDUCATION SECTOR
Sorento and McCann Healthcare> At the second
edition of the Clio Healthcare Awards 2010, two Indian
agencies, Sorento Healthcare and McCann Healthcare
India made it to the winners’ list. Sorento Healthcare
picked up three bronzes, while McCann managed to get
one. Sorento won two bronzes in the Poster - Direct to
Consumer Category. The third bronze came in the Direct
Mail - Direct to Consumer Category. McCann Healthcare
India earned its bronze in the Poster, Direct to Consumer
- Over the Counter (OTC) category.
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Talwalkars Better Value Fitness> Health club chain,
Talwalkars Better Value Fitness (TBVFL), is looking for
a creative and a media agency; its media spends are
pegged at `4-5 crore. An equal number of mid-sized and
large agencies are participating in the pitch process.
The brand’s TG falls in the 20-35 years age group, from
smaller towns as well. For future communication, focus
will be on digital, TVCs, on-ground activation and creation
of brand partnerships.
> Uninor has moved its pan-India OOH account
from Navia Asia to Mudra Max. As per industry
sources, Uninor is likely to spend ` 60-75 crore on
out-of-home. Uninor had signed a one-year contract
with Navia Asia in November 2009. A multi-agency
pitch was called for at the end of the contract period. Uninor’s creative duties
lie with Leo Burnett while its media agency is Zenith Optimedia. OOH has been a
crucial pillar for the company since its launch wherein Uninor has established itself
as a non-celebrity brand that is built around people.
> After an association of more than five years with Euro
RSCG, the creative mandate of Dainik Bhaskar and
Divya Bhaskar has shifted to Meridian. The company
awarded the mandate to Meridian after evaluating a few
other agencies. Most of its earlier communication has
primarily been print-led, with selective TV campaigns. Strategies ahead are slated to
witness much innovation.
afaqs! Reporter, December 1-15, 2010
>> ACCOUNT MOVEMENT
Bs¢er Ile \tesser
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Sponsored by
ASCI has
received the
maximum number
of complaints
against the
education sector
since August.
I
n addition to redoing its logo, Airtel has
launched two TVCs to mark the change. The
brand is handled by JWT.
The first TVC, titled Endless Goodbye, shows
a couple bumping into each other repeatedly after
having said goodbye.
The TVC begins with a couple who looks very
sad as the young man is leav-
ing. However, the very next
moment, he finds the girl in a
nearby café and is very excited
to see her. Later, both walk
down a street.
They say goodbye to each
other and the girl turns away,
only to meet the man again,
this time in a cab. The girl
hops into the taxi and both of
them leave together. Then, the
man asks the cabbie to stop the
taxi and gets out, bidding adieu
to the girl inside.
The next instant, the girl comes running
towards the man and hugs him. The television
commercial then shows the couple happily walk-
ing across the city. They enter a metro station and
once again are very sad, as the young man boards
the train.
As the train leaves, the girl once again meets
the man on the platform and happily hugs him.
The TVC ends with a VO: In Airtel’s world, you’ll
never be away from your close ones, Dil jo chahe
paas laye.
The second TVC, titled Street Performer,
opens with a man dancing to the tune of Airtel’s
official ringtone. Next, a girl walks down the
street, she stops as she sees the young man per-
forming interesting dance moves. The girl stays
for a while to watch him but leaves when she real-
ises that she is getting late.
The man, who is still dancing, stops and finds
that the girl has left. So, he fol-
lows and catches up with her. He
continues dancing while the girl
is walking.
The television commercial
ends with a voice over stating
that in Airtel’s world, entertain-
ment will never stop.
Mohit Beotra, head, brand
and media, Bharti Airtel, says,
“The TVCs showcase our new
services and the new brand value
of Airtel. The TVCs will be on-
air for four to six weeks and will
be followed by other campaigns, wherein we shall
talk about more exciting new services we have for
our consumers.”
For Maneesh Rangra, executive business direc-
tor, JWT Delhi, the idea was to talk to consumers
directly, by creating a different experience in the
telecom space. The motive was to say that Airtel is
one of the biggest brands, which caters to anyone,
anywhere and at anytime.
Speaking on the TVCs, Adrian Miller, chief
creative officer, JWT Delhi, says, “It was very clear
Shedding the Past
BHARTI AIRTEL
India’s No. 1 mobile operator, Bharti Airtel’s latest campaign unveils the new logo and highlights the new positioning
and new offerings, such as live experiences on the go. By Anushree Bhattacharyya
1(:6$'9(57,6,1*
1 0 afaqs! Reporter, December 1-15, 2010
H
ero Honda, a brand that
already has a lot of emo-
tional equity with its
consumers, has recently launched
an ad campaign to re-position the
Splendor NXG. A teaser campaign
that rolled out in the first week of
October gave way to a full-fledged
campaign a week later.
The campaign positions the
motor-bike as Yaari ki Gaadi. Aiming
to move beyond the transactional
aspects of owning a bike, the com-
munication highlights functionality
with emotionality.
Anil Dua, senior-VP, marketing
and sales, Hero Honda Motors says
that, Splendor NXG plays the role
of a flanker by arresting any leakages
from the mother brand, Splendor.
He says, “We have integrated the
message of mileage with the words
Jitni door yaari jaye, Utni door yeh gaadi
jaye.”
The creative duties lie with JWT
Delhi, while, Maxus handles the
media duties.
The ad uses life stage positioning
and targets young adults between
21-24 years, who’re on the thresh-
old of their quest to create their
own identity. “The TG comprises
youngsters who’re living away from
their homes or working in their first
jobs and are closer to their friends
than their parents,” elaborates
Jitender Dabas, executive planning
director and vice-president, JWT
Delhi.
He adds that the USP of mileage
has been downplayed deliberately as
the purpose is to sell the brand, not
the product.
Dabas says, “Agreed that friend-
ship has been used as a context in
bike ads in the past but this is the
first time that it is being owned as
the positioning.”
The TVC for the Splendor NXG
spells out the story of three close
friends, who part ways as children
to pursue their ambitions but re-
unite as adults. The film unfolds
via parallel scenes of these friends
playing in the rain as children and
riding their Hero Honda Splendor
bikes as adults, on the same street.
A sentimental feel to this story is
provided by both, a male VO and a
A Friendly Ride
The campaign uses life stage positioning and targets
the 21-24 year olds. By Ashwini Gangal
HERO HONDA
tes||ste¢ es ceje ZZ >>
tes||ste¢ es ceje IZ >>
(Left) Rangra and Miller: endless performance
1(:6$'9(57,6,1*
G
SM service provider Loop Mobile has launched
a brand campaign, which introduces its new logo
and brand thought. From a multi-colour palette,
Loop will now sport the colour purple with the brand
thought: Going for Great. Through extensive outdoor
and print promotion, communication along the philoso-
phy can be seen across Mumbai city.
The campaign, designed by TBWA India, focuses on
network quality. It also highlights the findings of a recent
survey commissioned by Loop, which, the service pro-
vider claims, puts it ahead of three other leading players
in the city.
With Pyro BKP Telecom Consultants, the survey
was conducted across Mumbai, dividing the city into six
zones, namely West, South, Central, East 1 and 2 and
North. The survey covered four leading GSM operators
in the city, including Loop, and tested calls across param-
eters such as call drop, successful handover, call quality,
call setup and road coverage.
It is also learnt that the company has spent around
`450 crore on network infrastructure and upgrades in the
current fiscal year.
“The campaign focuses on our network strength. We
are talking to our own trusted customers and telling them
that they are on the best GSM network in the city,” says
Arif Ali, head, brand and communications, Loop Mobile.
Regarding the new logo, Ali says that the colour pur-
ple was chosen to sharpen and chisel the brand further.
“It is an identification of a colour we wanted to own and
to signify our ‘journey to great’. Purple stands for royalty
and all things great,” he explains.
“The move to purple was triggered by the fact that
the brand, has had a multi-colour palette
and out of purple, red, yellow and green,
it identified more solidly with one colour,
which is purple. It is a premium colour in
many categories and resonated well with
the philosophy,” adds Shiv Sethuraman,
CEO, TBWA India.
The brand thought, Going for Great,
is a reflection of the brand’s journey so
far and beyond. According to Ali, it is an
expression to the consumer and summa-
rises what Loop’s intent is.
Sethuraman says, “One of the first
things that struck us was the desire of
Loop Mobile to set higher standards. Here
is a company that is doing well but is not
merely satisfied with the status quo and
is ambitious. That simple thinking led to
the baseline. It captures the idea that the
company wants to get better.”
“We launched the philosophy with the
survey findings, because something like
this merely remains a slogan without hard
evidence. The result and Loop’s invest-
ments in the field demonstrate that the
company is going for great,” he adds.
Sethuraman says that one of the tasks
ahead would be to rebalance the brand and
have a wider appeal.
“The brand has got associated with
youth to an extent. It has a huge customer
base in the city that is not necessarily
young. We are looking at rebalancing the
brand across prepaid and postpaid sub-
scribers to appeal to a wider base,” he says.
The media mix includes outdoor, print
and radio, where the campaign has already
kicked off.
On the cards are promotions on buses,
trains, local media and digital. The media
mandate for the brand is handled by
Maxus.
Loop has deliberately stayed away from
TV, as it has in the past as well, because it
is a local player and it makes little sense to
choose the medium.
“There are not many Mumbai-centric
TV channels for us to look at the medium.
Moreover, Mumbai is a very ‘outdoor’
city. People are more often out and on
the move. Hence, it makes more sense to
communicate that way. We want to com-
municate and reach people in their own
language,” says Ali.
However, having acquired a pan-India
licence in 2007, Loop is looking to move
beyond Mumbai very soon and a gradual
rollout can be expected. „
biprorshee.das@afaqs.com
LOOP MOBILE
from the beginning that we wanted
to talk about new offers and the new
Airtel. The TVCs reflect all that the
new Airtel is about, as well as the
brand’s new proposition. We went
through a lot of internal work and
achieved what we all love.”
MISSION ACCOMPLISHED?
W
ith a new look and a new bag-
ful of goodies, has Airtel been
able to connect to its consumers?
For Ashish Khazanchi, vice-chair-
person, Publicis Ambience, it’s a
bold step from the advertiser and the
agency to generate buzz about an ad,
before it is actually on-air.
He adds, “I personally prefer
Endless Goodbye, as a film, more
than Street Performer. I always
believe that more complex the tech-
nology the more you stay away from
ads that make it look hi-tech. This is
a neat emotional angle to a very big
technological advance. This country
is a sucker for such romance, never
mind the foreign setting. The Street
Performer ad is very well directed
too.”
However, Khazanchi believes it’s
an idea that one might have seen
before.
“Both the commercials are going
to generate more talk in the days
to come. There are going to be
Facebook fan pages and brand new
caller tunes. But am I still missing
a trick here? Is this the brand Airtel
I have known all this while, or is it
the shape of things to come?” says
Khazanchi.
According to Shweta Khosla,
planning director, Grey, the TVCs
have taken the brand promise of
warmth and connection and given
it a refreshing, desirable, premium
new voice.
Khosla says, “Not only are the
stories a delight to see, they tell you
what 3G does for you.” For a nation
that is unfamiliar with what 3G is,
these films make it clear and will, for
sure, create desire for it.
The ‘Goodbye’ film is rich-
er in story and emotion than the
‘Performer’ film, but the latter adds
the fun dimension. However, the
new logo doesn’t live up to the films;
it looks like Vodafone’s brother.” „
anushree.bhattacharyya@afaqs.com
Shedding...
Riding on its network prowess, Loop Mobile has launched a brand campaign, complete
with a new brand look and philosophy. By Biprorshee Das
All That’s Purple
Ali: hues of purple
Sethuraman: wider appeal
<< tes||ste¢ lrem ceje IJ
The ads high-
light offerings like
mobile commerce
and 3G services.
1 2 afaqs! Reporter, December 1-15, 2010
F
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1(:6$'9(57,6,1*
W
hat did you do when you were 25 years
old? Kotak Mahindra Bank is asking just
that, as it hits its 25th anniversary. The
bank, which operated as a non-banking financial
services company until 2003, when it was awarded
a banking licence, turned 25 on November 21.
And Kotak Mahindra made a big splash about it.
With communication partners Cartwheel
Creatives, Starcom MediaVest Group and
Interactive Avenues, the bank has designed a stra-
tegic campaign to mark the occasion.
The campaign began with a series of 10-second
commercials created by Cartwheel Creatives that
went on-air across television channels.
The TVCs feature
little snippets, where
people from different
walks of life talk about
anything significant
that they associate with
25 years of age. For
instance, in one com-
mercial, a balding senior
citizen reveals that he
sported a ponytail when
he was 25.
Another TVC fea-
tures an office executive
eating a vada-pav, saying
that when he was 25, he
had for breakfast, lunch
and dinner.
Around 10 such short
commercials are on-air.
Talking to afaqs!
Reporter Karthi
Marshan, executive vice-
president and group
head - marketing, Kotak
Mahindra says, “The
celebrations began inter-
nally as we entered our
25th year earlier this
year. Now, this campaign shall mark this occasion
in as engaging a fashion as possible.”
The communication attempts to position the
bank as a youthful and exuberant brand. While
Marshan acknowledges that other banks have
been around for much longer, from a marketing
perspective, he is of the view that the number 25 is
actually the USP, with no other bank making such
a claim this year.
“From a marketing standpoint, none of my
peers will say this. We saw it as an opportunity
to pass the message, ensuring that the brand used
Silver Side Up
KOTAK MAHINDRA
The bank rolled out its five-day, high-impact campaign, complete with blocking primetime slots on television with its
various commercials, together with print, outdoor and digital initiatives. By Biprorshee Das
tes||ste¢ es ceje Iâ >>
A
fter undergoing a major re-
branding exercise in 2008,
the tyre manufacturing
company CEAT is out with a televi-
sion campaign to promote its range
of bike tyres. To support the cam-
paign, whose baseline is: Be Idiot
Safe, the company has launched
an on-ground activity with India’s
largest café chain, Café Coffee Day.
The coffee chain was chosen for the
activity because the company has a
similar audience.
The creative idea behind the
campaign is that the roads are full of
idiots, who do not follow road dis-
cipline and prove fatal for everyone
else. Since these idiots cannot be
taken off the road and must be dealt
with everyday, your tyres should
have a superior grip to enable you to
stop at will and save yourself. Based
on this insight, the campaign pro-
motes the better road grip feature
of CEAT bike tyres. The company,
which has added new products to
the bike tyres category, claims that
its tyres have better wet grip, excel-
lent steering control and excellent
handling at high speed.
The company launched a teaser
campaign last month, where cof-
fee mugs at Café Coffee Day were
branded with traffic pictures and
the baseline. The teaser campaign
ran for about 45 days, which was
followed by a revealer campaign.
CEAT used various props, such
as grips for mobile phones and
mugs to highlight the superior grip
of the tyres. Additionally, branded
arches were used to create visibility.
In the revealer campaign, the
company branded about 1-2 lakh
mugs. Tyre-like directional cuts
were used on the handles and at the
bottom of the mugs to highlight the
superior grip feature.
This campaign was conducted
in 152 outlets across the country.
It began on November 12 and will
continue for about a month.
Handle Your Coffee Firmly
The on-ground campaign with Café Coffee Day aims
to promote the superior grip of CEAT tyres and
address road discipline issues. By Poojya Trivedi
CEAT
tes||ste¢ es ceje ZJ >>
Banerjee: spotting idiots on road
(Left) Ramakrishna and Marshan: 25 till I die
1 4 afaqs! Reporter, December 1-15, 2010
1(:6$'9(57,6,1*
M
ary had a little lamb and she even took it
to school, but it did not really make her
healthy. Varun’s pets, however, serve
that purpose. The latest commercial for Britannia
Cakes turns to the much-recited nursery rhyme to
communicate the goodness of the product.
The TVC by Grey, Bengaluru, shows a school
boy, Varun, who has a cow and a hen that give him
fresh milk and eggs everyday. Funnily enough, the
cow is forced into the school bus with Varun and
his mother remembers to hand him the hen too.
Varun has a fruit tree as well, which is also carried
to school to help him with his daily fruit needs.
Throughout the commercial, Raghubir Yadav
sings a special rendition of Mary Had A Little Lamb
- a folk version by Amar Mangrulkar - that talks
of Varun’s cow, hen and tree. However, towards
the end of the film, the song says that now
Varun can do without the three, because with
Britannia Cakes, he gets the benefits of milk, eggs
and fruits.
The TVC has been directed by Shivendra
Singh Dungarpur of Dungarpur Films.
The film puts forth the message that Britannia
Cakes are made from the healthiest of ingredients.
Besides underscoring the ingredient benefits, the
ad also marks a shift in positioning of the cakes,
from an indulgence to a health snack.
Noting that cakes have not been an active or
salient category in mass media, Anu Narasimhan,
category director, health and wellness, Britannia
Industries says, “We went about understanding
what the category barriers and triggers were. And
realised that cakes suffer from being special occa-
sion products and seen as ‘creamy and rich’, and
therefore, not for everyday consumption.”
Hence, Grey was briefed to highlight the nutri-
tional aspect of Britannia Cakes, and place it in a
relevant consumption moment.
Malvika Mehra, national creative director, Grey
India, explains, “There was a very clear brief for
Britannia Cakes. The client wanted to shift it from
a ‘special moments’ indulgence’ to a ‘healthy,
wholesome, everyday snack’ space. We dramatised
the ingredient story and glorified the fact that the
cakes are naturally healthy and wholesome. The
whole film is an interesting product window.”
“Mothers want their kids to have healthier
snacks, whereas kids want delightful foods. There
are few snack-foods that fit the bill for both.
Delicious Nursery Rhyme
BRITANNIA CAKES
In the latest television commercial for Britannia Cakes, Grey Advertising turns to an age-old nursery rhyme to
convey the goodness of the product. By Biprorshee Das
is Kotak Mahindra Bank and not
just Kotak Mahindra. For a financial
brand, this is an opportunity to lift
the brand value and highlight the
attributes of reliability and trust,” he
says.
“Twenty-five is not that big a
deal really. We still are the new kids
on the block, but at the same time,
the campaign signifies all that we
have weathered during the period,”
Marshan adds.
Noting that the 25th year is seen
by many as a milestone in their life,
the strategy of the bank has been to
bring together a human insight and a
corporate brand.
“Twenty-five is a wonderful
age to be. It represents youth, exu-
berance and free spiritedness. We
felt that all the qualities of this age
ought to be desirable in a corporate
brand and saw it as an opportu-
nity. It makes the company a nice
partner to do business with,” says
D Ramakrishna, executive director,
Cartwheel Creatives.
It must be noted that Cartwheel
has been brought on-board by Kotak
Mahindra specifically for this cam-
paign.
The group otherwise works with
McCann Erickson and JWT, but
chose Cartwheel because it did not
want to burden its existing agencies
and was also looking at a slightly dif-
ferent focus.
Another interesting part of the
campaign is that the TVCs will be
aired during primetime for three
hours, through an exercise that is
being called the break bumper. The
ads are the first ones to be seen as
soon as a commercial break begins,
ensuring maximum eyeballs.
“We understand the viewership
of ads tends to be lower through the
commercial breaks. The bet here is
the break-bumper will ensure 100
per cent viewership, because it will
begin before one can even know the
break has begun,” says Marshan.
“We are cutting into commer-
cial breaks with a pre-break idea.
Channels generally do not take long
ads immediately as a break begins.
These 10-seconders lets us say a lot
of things in a short time,” explains
Natraj Sharma, general manager,
Starcom MediaVest Group.
During the five days (21-25
November) the commercials were
aired on news channels. On GECs,
it began more aggressively after the
weekend, as the viewership on GECs
generally takes a dip on Sundays,
notes Sharma.
Besides the TVCs, a large-scale
print campaign was also launched on
November 21.
This was supported by a fair
amount of outdoor promotions in
the top eight Indian metros, and
engaging exercises through radio,
mobile and the internet.
Kotak Mahindra, while not known
for high ad spends, is clearly looking
to make the maximum impact with a
limited time campaign, at a reason-
able cost.
“Kotak has never been a big
spender on advertising. With this
media strategy, however, we are
looking to pass the relevant mes-
sage in an engaging way, keeping
it impactful and yet inexpensive,”
Marshan says. „
biprorshee.das@afaqs.com
<< tes||ste¢ lrem ceje I+
Silver Side Up
The bank, while not known for having
high ad spends, is looking at creating the
maximum impact as it turns 25.
tes||ste¢ es ceje Z& >>
(Left) Akali and Mehra with Narasimhan: a dose of healthy food
F
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1 6 afaqs! Reporter, December 1-15, 2010
S
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Marketed by
For Advertising - West: Srinivas Kumar, Mumbai. Ph: +91 90046 88194, North:
email: rp@sprintmedia.in.
YEH HAI ASLI
Celebrity Cricket League is an idea to combine cricket and cinema to
produce one sensational mixture of entertainment for the audience. It
is for the first time in India that the film fraternities from South and
Bollywood will battle each other for the coveted top spot à la the
cricket way.
4 TEAMS, 6 LEAGUE MATCHES AND 1 EXPLOSIVE FINAL
The action-packed extravaganza is all set to evoke a sky-high
adrenaline rush; what with so many superstars being seen in one
place, at one time. That they are coming together to not only entertain
and be entertained, but also to be part of the initiative for the next 10
years is the icing on the cake. What’s more, there’ll be an incremental
team participation year on year.
WWW.CCLT20.IN
C R I C K E T & S T A R P O W E R
.
I
.
Murali Mohan, Delhi. Ph: +91 80080 11770, South: Snigdha Mulukutla, Ph: +91 97013 33321 K. E. Sharma, Ph: +91 98660 15740
ENTERTAINMENT!
WW
T
he Switzerland-based joint-venture
between The Coca-Cola Company and
Nestlé S.A, Beverage Partners Worldwide
(BPW), recently launched Nestea in India.
The lifestyle product has been launched in
lemon flavour and is being made available in an
on-the-go 400 ml PET bottle priced at `25. It will
be available to consumers in Mumbai through
select channels and outlets.
The bottle has been specifically designed to
resemble a sculpture of sorts and mimic an ‘ice
rock’. The tagline of the brand is: Lighten up, with
Refreshingly Light Lemon Iced Tea!
“In India, Nestea will be manu-
factured at the Hindustan Coca-Cola
bottling plant located at Atmakuru in
Guntur, Andhra Pradesh,” informs
Milind Pingle, region vice-president,
Hindustan Coca-Cola Beverages.
The product is being rolled out in
phases and the Mumbai launch is the
first part of this phased launch. Next
year, it will be rolled out across India.
Ricardo Fort, vice-president, market-
ing, Coca-Cola India reveals, “This
is a test launch and in 2011 there will
be a national rollout of the product.
However, I cannot put an exact date
to when the brand will move to other
Indian cities.” Nestea primarily targets
young adults who are optimistic, ener-
getic and ambitious. The company
specifies that Nestea finds a fit with
this trendy audience, as the brand itself
stands for modernity, youth and cur-
rent trends. The launch rests on the rationale that
the culture of consuming iced tea prevails strongly
in India, in part owing to the current café culture.
Explaining the product offering, Fort says,
“Our internal research showed that the on-the-go
pack option for iced tea was missing in the Indian
market. Though people consumed tea in its iced
form, this is the first time it will be available in the
convenience of a bottle.”
He goes on to explain why this is a good time
to launch Nestea in India. “The beverage market
is growing here. With rural to urban migration and
escalating disposable income, convenience is what
consumers now need,” he declares.
The upcoming advertising campaign will be
loaded heavily in favour of focused and experi-
ential sampling. This will be done via consumer
activation programmes and road shows at touch
points populated by young adults, such as malls,
colleges, high-end traditional trade outlets and
multiplexes.
Besides sampling and BTL (Below-the-Line)
activation, there will be aggressive OOH (Out-
of-Home), radio and print communication.
Innovative POS (Point of Sale) branding is also
on the cards. The authorities inform, TV is not
on the communication agenda as of now. “Within
the next two days, communication for Nestea will
soar,” informs Fort
Product distribution will cover well-thought of
outlets, including education clusters, multiplexes,
malls and convenience stores. The
product will be made available in
high-end groceries and the focus
will remain on all high and medium
income localities. Over the next four
months, the brand will be retailed
across 8,000 outlets in Mumbai, and
a total of 50,000 product samples will
be distributed.
While the ad spend figures could
not be determined, it is learnt that
investments will be steered in the
direction of category building and
future consumption channels.
The creative duties are handled by
Pickle Lintas and the media duties by
Lodestar Universal.
Interestingly, the flavour and
packaging vary depending on the
country; the Indian blend has been
created keeping in mind the needs
and tastes of Indian consumers.
The product is already present
in over 60 countries and is available in several
flavours besides lemon. It has a strong presence in
the US, Canada, Australia, Taiwan, Italy, Spain,
Switzerland, Germany and China. Coca-Cola
recently launched energy drink Burn and mango-
flavoured milk, Maaza Milky Delite. „
ashwini.gangal@afaqs.com
1(:622+
With this campaign, CEAT aims
at increasing its market share, which
is currently 14 per cent in the two-
wheeler tyre segment. “This is a very
high growth product category and we
are looking at increasing our market
share,” says Arnab Banerjee, execu-
tive director - operations, CEAT.
He adds that the overall size of the
industry is growing fast. The total
two-wheeler tyre market is about
3 million, with 1.5-1.6 million in
replacement. He says, “The market is
growing by 20-25 per cent, we expect
to grow by almost 40-45 per cent in
terms of volumes.”
The company expects the growth
to come from its category 1 markets,
which contribute about 35-45 per
cent towards the overall growth of the
company. These include Hyderabad,
Delhi, Mumbai and other tier 2 mar-
kets, including Ludhiana, Jalandhar
and Bhubaneshwar.
Banerjee says, “The demand
for two-wheeler tyres has gone
up, as people have more choice.
Bike launches are also multiplying;
new players are coming in, such as
Mahindra and Honda, which will
fuel the demand for the segment.”
The company has also taken the
initiative of spreading awareness
about road etiquette. For this, it has
launched a website, www.beidiot-
safe.com, to showcase bad driving,
traffic violations and dangerous road
habits. The objective of this social
initiative is to acquaint the visitor
with different types of idiots, who do
not follow road etiquette and traffic
rules and regulations.
“Companies are increasingly
adopting cause-based marketing, as
it helps the brand, as well as society
at large. We felt that there is a need
to address the road discipline issue,
as India scores the highest glob-
ally when it comes to road accident
deaths,” concludes Banerjee. „
poojya.trivedi@afaqs.com
<< tes||ste¢ lrem ceje I+
Handle...
Milind Pingle
and Ricardo
Fort at the
Nestea launch
in Mumbai
Ice Tea on the Rocks!
COCA-COLA AND NESTLÉ
Nestea primarily targets young adults who are optimistic, energetic and ambitious. By Ashwini Gangal
With this campaign, CEAT aims at
increasing its market share, which
currently stands at 14 per cent in the two-
wheeler tyre segment.
Nestea has been launched in
Mumbai as of now and will
be rolled out in rest of India
by next year.
2 0 afaqs! Reporter, December 1-15, 2010
song. The song is a remixed version
of the old Hindi film song Gadi bula
rahi hai, Seeti baja rahi hai’, the words
have been tweaked to Yaari bula rahi
hai, Rahein dikha rahi hai in the ad.
To emphasise the value of
friendship, the ad shows how small
idiosyncrasies and habits of these
friends have remained constant over
the years and conversely, the passage
of time has been stressed by showing
a bystander age through the ad.
DOES THE YAARI CARD
WORK?
F
or Naresh Gupta, director, stra-
tegic planning, Dentsu Marcom,
it does. “There is a very evocative
insight in this commercial. Biking
is about bonding between friends,
especially if you have grown up
together. You then tend to do many
things that are similar, including try-
ing to pick the college or the first job.
To hook a bike to friendship is very
cool,” he says, adding, “There are
many layers in execution, some very
well done and some a bit strange.
The pulling up pants scene is a bit
strange. The whole locality celebrat-
ing friendship is nice.”
Quiz him about the song play-
ing in the background and Gupta
responds, “The ’70s sound and feel
of the song may be a bit of a blind
spot. May be there could have been
a more modern song - or at least a
more modern rendition.”
However, he feels that the stress
on mileage gets lost in the overall
mix. “With Hero Honda having such
a strong equity of mileage, there is no
obvious need to stress on it. For me,
friendship is a dominant emotion
and works very well,” he adds.
Titus Upputuru, executive crea-
tive director, Saatchi & Saatchi,
speaking about the execution, says,
“Biking is a lot about riding together.
I remember an old One Show ad
headline, ‘Misery loves company.
Bring a friend’. It was for a cycling
championship. Friendship can never
be old fashioned,” he says, adding
that the creative idea is “not bad”.
Upputuru says the execution has
some good moments and explains
that rain has been overused in Indian
bike commercials to heighten emo-
tion. About the revised version of the
old Hindi song he says, “Bollywood
songs always work. The song
becomes hummable from the first
time you hear it. A new song takes
that many more airings.”
Ankur Khurana, associate vice-
president, Orchard Advertising, says,
“I don’t know what the big idea is in
this, or, for that matter, the insight.”
He continues, “The film starts with
something like Jawan style aur dildaar
mileage ke saath...’ and then it is about
bachpan ke woh din. The song sup-
ports the video - but that is it.”
He adds, “I am doubtful if, at the
end of it, one would really remem-
ber the brand name. Splendor has a
character and we need to build on
that and not abandon it completely.
This looks like a wannabe cool bike.”
Finally, Khurana confides that he
is not convinced with the strategy,
adding that the execution is “ok” and
“in control”. However, he adds that a
few nuances in the film look a little
force-fitted - such as the girls laugh-
ing at the man. „
ashwini.gangal@afaqs.com
F
inancial services group
Religare Enterprises,
with its various arms,
felt a need to raise brand
awareness and make its tar-
get audience familiar with its
portfolio of services. Taking
care that the message does not
get lost, Religare has launched
a corporate campaign that will
serve as a comprehensive com-
munication for future product
specific communication, with
an insight that is endearing and engaging.
Designed by the creative partner Ogilvy, the
television commercial is a mosaic of various situ-
ations in life that one can relate with a service
offered by the group. For example, one situation
in the film shows a boy passing a bouquet of flow-
ers to a child - to be given to a girl he fancies. The
child demands something in return for the service
and is offered a chocolate, which implies broking.
Similarly, another instance shows a bunch of
children collecting money and buying ice-cream,
implying mutual funds. To explain insurance, a
couple of children are shown walking in the rain
as one of them carries a raincoat over the other.
Through the film, a music score is played that is
distinctively Indian. The use of children in the film
is a deliberate attempt to keep the ideas simple and
reach a wider audience with an emotional appeal.
Also, showing children from multiple geographies
in a subliminal manner conveys Religare’s pres-
ence beyond India.
The film has been directed by New Zealand
duo Louis Sutherland and Mark Albiston of The
Sweet Shop. The music is by Amar Mangrulkar.
Subhrangshu Neogi, director, brand and cor-
porate communications, Religare Enterprises,
says, “We wanted to tell our target audience and
consumers at large about what we are and what we
do, more than what they already know.
“The communication captures the range of
the group and its various busi-
nesses in a warm and endearing
manner. It attempts to demystify
certain aspects in a slightly more
exotic and yet simple way,” adds
Neogi.
“Religare is a strong brand.
The challenge was to tell con-
sumers that Religare was more
than what they think in the
financial space. There were
many facets and businesses that
came together to make the com-
pany what it is and that had to be communicated
in a humane and simple way,” adds Sanjay Thapar,
group president, North and East, Ogilvy India.
Commenting on the execution strategy, Ajay
Gahlaut, executive creative director, Ogilvy
Gurgaon, says, “We used children to convey the
message because that keeps it light and entertain-
ing. Otherwise, it would get heavy. The music,
too, is an appropriate track for the visuals and an
attempt to keep the mix of both Indian and inter-
national. We are showcasing an Indian company
and hence, it was very important to maintain the
Indian roots.”
The brand campaign will not work in isolation
and will be punctuated by various product and
business specific campaigns. Immediately ahead
are campaigns for Religare’s broking and lending
services.
Being in business for some time now, Neogi
1(:6$'9(57,6,1*
Simplifying the Solutions
RELIGARE
Launching a major corporate campaign on television, Religare Enterprises attempts to communicate its products and
services through a simple and endearing message. By Biprorshee Das
<< tes||ste¢ lrem ceje IJ
A Friendly...
Dabas: long winding road
tes||ste¢ es ceje J+ >>
The use of children in the
film is a deliberate
attempt to keep the ideas
simple and reach a wider
audience with an
emotional appeal.
2 2 afaqs! Reporter, December 1-15, 2010
2 4 afaqs! Reporter, December 1-15, 2010
SUNFEAST COOKIES
Re-launching its cookie brand Sunfeast Special Cookies, ITC
reflects core values of shared joy and happiness through
its communication. The campaign showcases a spectrum of
everyday moments of happiness across all age groups.
Creative Agency: Draftfcb Ulka
National Creative Director: KS Chakravarthy
Film Director: Kopal
Production House: Rising Sun Films
BUSINESS STANDARD
Targeted at premium audiences, the campaign ‘Know more.
No less’ gives a 3D effect of a rolled up newspaper on a
white base.
Exposure: Mumbai, Delhi, Bangalore, Kolkata and
Ahmadabad.
OOH Agency: Posterscope
Creative Agency: Doosra
TATA DOCOMO
A large sized banner ad, representing the virtual homepage
of the site, slowly extracts and displays the content of the
homepage. The ad conveys that the process of loading
content will be faster with Tata Docomo’s 3G connection.
Creative and Media Agency: Interface
Exposure: Indiatimes.com, Sify.com and MSN.co.in
HDFC LIFE
The insurance company unveiled a new campaign with a new
brand identity to create more relevance and connect with
the youth. The film focuses on ambition and emotions with a
contemporary connect.
Creative Agency: Leo Burnett
National Creative Director: KV Sridhar
Creative Team: Nitesh Tiwari and Rupesh Kashyap
Film Director: E Niwas
Production House: White Onion Films
IDEA CELLULAR
As a precursor to mobile number portability, Idea’s ‘No
Idea’ campaign consists of four commercials that address
four mobile service problems – network, customer service,
suitable plans and instant information on balance deduction
through quirky storylines featuring brand ambassador
Abhishek Bachchan.
Creative Agency: Lowe Lintas
Film Director: Amit Sharma
Production House: Chrome Pictures
New and notable campaigns across television, print, out-of-home and digital media
DIGITAL
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
SKODA YETI
The ad shows how the vehicle is the quintessential super
utility vehicle, capable of driving on all terrains.
Creative Agency: Saints and Warriors
Chairman and Copywriter: Pushpinder Singh
Creative Head (Copywriter): Pratim Putatunda
Creative Head (Art): Mahendra Parab
Art Director: Shrenik Chheda
Senior Visualiser: Komal Sawant
TELEVISION
GUZAARISH
The campaign
through the
creatives on
billboards, bus
panels, kiosks
and a mobile
van, displays
the storyline
of the film,
Guzaarish.
Exposure: Mumbai
OOH Agency: Bright Outdoor Media
VOLKSWAGEN
BEETLE
With the wedding season
going on, Volkswagen’s
campaign for the new
Beetle talks about how
the car is an ideal gift for
consumers looking to enter
a new phase in their lives.
‘Marriage does come with
its rewards’ is the tagline
for the campaign.
Creative Agency: DDB
Mudra
Chief Creative Officer: Bobby Pawar
National Creative Director: Rajeev Raja
Associate Creative Director: Anshumani Khanna
Creative Supervisor (Copy): Gururaj Rao
Creative Supervisor (Art): Krishna Parkash
MONTE CARLO
The ads for Alpha, women’s wear brand by Monte Carlo
showcase the product with a take on old tales and legends.
Creative Agency: Bates 141
National Creative Director: Sagar Mahabaleshwarkar
Executive Creative Director: Sambit Mohanty
Copywriter: Binoy Sundar Sarkar
Art Director: Swasti Ranjan Ray
PRINT
35(6(176
OOH
&$03$,*175$,/
26 afaqs! Reporter, December 1-15, 2010
B
Ihur – Lhe sLuLe wILnessIng u Lurnu-
round,IssLundIngonLheLhreshoId
oI growLh und deveIopmenL und Is
brucIngLoreguInILshIsLorIcgIorv.
NoLmuchIsknownubouLLhesLuLewhIch
hus uIwuvs been In Lhe IoreIronL Ior wrong
reusons–LhekIdnuppIngIndusLrv,Impov-
erIshed peopIe und dubIous cusLe poIILIcs.
There’smoreLoBIhurLhunwhuLmeeLsLhe
eve.
The sLuLe hus been showIng ImpressIve
growLhsInceIusLIewveurs.BIhursLuLeGDP
hus shown ImpressIve doubIe dIgIL growLh
(see LubIe). “The consLrucLIon secLor und
Lhe overuII Lrude Is drIvIng growLh In Lhe
hILherLo underdeveIoped BIhur,” suId J.K.
SInhu, SenIor JL. DIrecLor, DIrecLoruLe oI
SLuLIsLIcs und EvuIuuLIon, GovernmenL oI
BIhur.
¡eL us geL Lo know BIhur -- Lhe new
growLh engIne -- Irom some cIoser quur-
Lers. The sLuLe geLs ILs nume Irom Vihara,
whIch meuns un ‘ubode’ In SunskrIL. ¡n
Lhe uncIenL und Lhe medIevuI perIods, Lhe
regIon encompussIng Lhe presenL sLuLe
wus doLLed wILh Lhe ubodes oI BuddhIsL
monks.ThegeogruphIcuIregIonhIsLorIcuIIv
comprIsed Angu, MILhIIu, Mugudhu und
VuIshuII us Lhe Iour mujor LerrILorIes und
hudbeenLheworIdIumouscenLreoIpower,
IeurnIngundcuILure.¡LwusIromMugudhu
LhuL ¡ndIu`s hrsL greuL empIre, Lhe Muurvu
empIreorIgInuLed.
TheregIonproducedruIerswhodevIsed
u svsLem oI udmInIsLruLIon known Lo be
LherooLoILhemodernurLoIsLuLecruILund
ILs brIdgIng wILh economIcs. KuuLIIvu, Lhe
uuLhor oI ArLhushusLru -- Lhe hrsL LreuLIse
oILhemodernscIenceoIEconomIcs--IIved
In BIhur. BuddhIsm – one oI Lhe mosL
devouLIvIoIIowedreIIgIonsgIobuIIvuIsohus
ILsrooLshere.
SInce Lhe LIme oI ¡ndIu’s sLrug-
gIe Ior Independence, BIhur hus been un
InLegruIpurLoILhepoIILIcuImesh.ThesLuLe
guve ¡ndIu ILs hrsL PresIdenL Dr. Rujendru
Prusud und munv oLher poIILIcuI heuvv-
weIghLsIIkeJuvuprukushNuruvun.
SInce uncIenL LImes, poIILIcs und udmIn-
IsLruLIon huve been IngruIned In Lhe socIuI
mIIIeu oI BIhur. ¡L Is u wIdeIv known IucL
LhuL u Iurge number oI cundIduLes Irom,
or huvIng ussocIuLIon wILh Lhe BIhur huve
been LukIng Lhe ¡ndIun AdmInIsLruLIve
ServIces (¡AS) exum conducLed bv Lhe
UnIon PubIIc ServIce CommIssIon everv
veur. AccordIng Lo some esLImuLes LIII
Junuurv zoo¤, Lhe counLrv produced
q=;z ¡AS oIhcers oI whIch ULLur Prudesh
und BIhur LogeLher hud 11¤o ¡AS oIhc-
ers uccounLIng Ior z6 per cenL oI Lhe LoLuI
cundIduLesseIecLed.
WheLher Ior good or Ior bud, BIhur hus
uIwuvs been known Ior ILs peopIe. NoL
munv mIghL know LhuL BIhurIs huve gone
pIuces, IILeruIIv. BesIdes LheIr home sLuLe,
BIhurIs cun be Iound LhroughouL NorLh
¡ndIu, WesL BenguI, MuhurushLru und uIso
In Lhe neIghbourIng counLrIes oI PukIsLun
undBungIudesh.
NuLIves oI Lhe sLuLe LruveIIed Lo vurIous
purLs oI Lhe worId In Lhe 1¤Lh cenLurv Lo
serve us IndenLured Iubour on sugurcune
und rubber pIunLuLIons. CounLrIes IIke
Guvunu, SurInum, TrInIdud und Tobugo,
¡IjI,MuurILIusundSouLhAIrIcuhuveIurge
Looking forward to a more stable, brighter future the state is standing on the cusp
of development. This marketing initiative track the winds of change...
BIHAR: A NEW AWAKENING
THE RISING SUN ON THE FIRMAMENT OF GROWTH
popuIuLIonsoIBIhurIsLoduv.
MuurILIus Lhe counLrv LhuL hus been
recenLIv numed Lhe Lop LourIsm brund
In u sLudv bv ¡uLureBrund zo1o hus ILs
PresIdenL,LhePrImeMInIsLerundmujorILv
oIILscubIneLmembershuvIngcuILuruIusso-
cIuLIons wILh ¡ndIu und especIuIIv BIhur.
BhojpurI, Lhe Iunguuge spoken In BIhur
Is uIso one oI Lhe oIhcIuI Iunguuges oI Lhe
IsIundnuLIon.
AccordIng Lo medIu IndusLrv experLs,
whIIe Lhe Iunguuge Is spoken bv zoo
mIIIIonpeopIeIn¡ndIu,uround1oomIIIIon
BhojpurI speukers ure In IoreIgn counLrIes
IIkeMuurILIus,¡IjIundSurInum.
Celebrating Culture
More Lhun Lhe nuLuruI resources, unv
pIuceIsknownmoreIorILspeopIeundLhe
wuvLhevceIebruLecuILure.¡ndIunshuveun
InLernuLIonuIrepuLeoIceIebruLIngmuILIpIe
IesLIvuIs LhuL udd u dIsLIncL zesL Lo LheIr
IIves.¡IkeuIIoLher¡ndIuns,peopIeInBIhur
uIsobeIIeveInceIebruLIngvurIousreIIgIous
undcuILuruIIesLIvILIes.
ChhuLh Is one oI Lhe mosL popuIur IesLI-
vuIsceIebruLedbvBIhurIs.¡orLhIsIour-duv
IesLIvuI, men und women IusL Ior Lhe weI-
Iure oI LheIr IumIIIes und Lhe socIeLv uL
Iurge. RegurdIess oI Lhe socIuI sLruLu, whuL
counLsLhemosL,LoceIebruLeLhIsIesLIvuI,Is
IuILh. Rum NuvumI, Muhu ShIvruLrI, Mukur
SunkrunLI,EId,Muhurrum,MuhuvIrJuvunLI
undBuddhuPurnImuuresomeoLhermujor
IesLIvuIsceIebruLedLhroughouLLhesLuLe.
OLher Lhun Lhe IesLIvuIs, Lhe creuLIve
genIus oI BIhurIs hus goL gIobuI recognI-
LIon Lhrough hundIcruILs IIke MudhubunI
puInLIngs. The orIgIn oI Lhese puInLIngs
Is wrupped In unLIquILv. HIsLorIcuIIv, LhIs
sLvIe oI puInLIng sLurLed uL Lhe LIme oI
Ramayana, when KIng Junuk commIs-
sIoned urLIsLs Lo muke puInLIngs Ior Lhe
murrIuge oI hIs duughLer SILu, Lo ¡ord Rum.
TrudILIonuIIv, women oI vIIIuges In
MudhubunI dIsLrIcL huve been mukIng
Lhese puInLIngs. OrIgInuIIv done on IreshIv
pIusLered mud wuIIs oI Lhe houses, Lhese
brIghLv-coIouredpuInLIngsurenowdoneon
cIoLh,hundmudepuperundcunvusundure
IumousworIdwIde.
Celluloid as Canvas
BhojpurIcInemu,unoLherIumousexporL
oI Lhe regIon, Is guInIng popuIurILv und
huge Iun-IoIIowIng uII ucross. ¡L Is gIvIng
BoIIvwood, u run Ior ILs monev In some
LerrILorIes. The popuIurILv oI Lhe regIonuI
Iunguuge cInemu cun be guuged Irom Lhe
IucL LhuL Lhe LoLuI number oI hIms reIeused
unnuuIIv hus doubIed Irom =o Iew veurs
buckLoubouL1ooLhIsveur.
¨Revenues gurnered Irom Lhe box oIhce
coIIecLIons oI BhojpurI hIms Is now weII over
1z=croresperunnum,”suIdLhespokesper-
sonoILheBIhurJhurkhundMoLIonPIcLure
AssocIuLIon. The bIggesL cusLomer buse oI
BhojpurI hIms ure In BIhur, ULLur Prudesh
usweIIusMumbuI,huvIngsIzeubIemIgrunL
popuIuLIon Irom Lhe HIndI-speukIng beIL.
BhojpurI hIms uIso do brIsk busIness In
WesL BenguI, Punjub und GujuruL, whIch
ureuIsohomeLomIgrunLsIromLhesLuLe.
¡n LhIs urLIcIe we Lrucked Lhe overuII
chunges sweepIng Lhe sLuLe oI BIhur. The
IoIIowIng urLIcIes In LhIs serIes wIII Iocus
on BIhur us u murkeL und ILs peopIe us
InduIgenL cusLomers oI vurIous goods
undservIces.„
BIHAR SECTION
Source: Directorate of Statistics and Evaluation
Government of Bihar

BIHAR STATE GROSS
DOMESTIC PRODUCT
Year SGDP
2004-05 75.61
2005-06 81.68
2006-07 101.5
2007-08 118.35
2008-09 145.02
2009-10 172.14
As against popular belief, Bihar has done
fairly well on the growth front since last
IHZ\HDUV*'3¿JXUHVLQ¶FURUHV
2 7
afaqs! Reporter, December 1-15, 2010
A
D
V
T
.
Nalanda University: Centre of excellence
Britannia Cakes do and hence, were
positioned as the bridge between
the mother and the child. We then
realized that mothers did not exactly
know why cakes were good for their
children, which is why they did not
actively include them in their lives.
This TVC just adds granularity to
the Britannia Cakes partnership, by
giving it a context and a clear rea-
son,” elaborates Amit Akali, national
creative director, Grey India.
The current film follows
two other campaigns done by
Grey in 2008 and 2009, Devil
Mom and Smiley, respectively,
for Britannia Cakes.
THE HEALTHY OPINIONS
W
hen approached, creative
experts had a kind word for
the commercial, mentioning that the
purpose at hand is well served by the
execution.
“I saw this ad while watching TV
with my kids. The first time they saw
it, they grinned. The second time it
came on, they started humming the
song. At the end of the programme,
they asked their mom to pick up
some cakes on her way home. Do
you still need an opinion?” exclaims
Nilesh Vaidya, executive creative
director, Euro RSCG India.
While stating that the film works
well, Vaidya adds that from a crea-
tive perspective, it is an engaging and
sweet way to put across the product
benefit. However, he wishes that the
execution was slicker.
Rahul Jauhari, national creative
director, Pickle Lintas is of the view
that visually, the ad could have been
simplified.
“That the cakes are full of good-
ness comes out clearly. I guess the
harping on the ‘goodness’ is an
attempt to make it a daily habit. The
idea is simple; but visually, I felt
there is a bit too much happening
and could have been simplified,” he
says.
Surely, the jingle cannot be
missed and like Vaidya, Jauhari too
notes that it serves a significant pur-
pose in the film.
“If you ask me, the film will stick
if the jingle sticks,” he says. „
biprorshee.das@afaqs.com
1(:6%7/
The ad shifts the positioning of the cakes
from an indulgence to a health snack.
T
he Indian arm of the French cosmet-
ics company, L’Oréal, has announced the
launch of the second edition of Reveal,
which is a unique recruitment initiative. Reveal is
an interactive e-recruitment platform, that encour-
ages students to test their managerial skills through
a series of multiple-choice questions on key busi-
ness functions.
“L’Oréal is focussed on recruiting diverse tal-
ent, and for that, it is important for us to have
unique ways of attracting people,” says Mohit
James, HR director, L’Oréal India.
He adds, “We hire a lot of young people, the
Gen Y, and they have a very different mindset.
So, the purpose of this recruitment practice is to
understand them better, find out what they are
good at and evaluate them on those strengths,
rather than doing it the typecast way.”
Designed for students of all disciplines and
backgrounds, Reveal is an online experience that
enables participants to problem-solve in a virtual
L’Oréal work environment. It also gives candidates
personalised feedback, as well as the chance to be
interviewed by the company - an opportunity to
potentially fast-track through parts of the recruit-
ment process.
In the online strategy game, players move
through the various levels as management trainees
working on virtual projects. Along the way, they
solve different business tasks across departments
such as finance, sales, marketing, operations and
research and development.
The goal is to complete various challenges with
maximum scores. The game takes a minimum of
48 hours to complete.
On successful completion of the game, the can-
didates stand a chance to meet L’Oréal executives,
receive hands-on experience with L’Oréal and an
invitation to an exclusive event - B-Revealed and
an interactive session where shortlisted students
are invited to explore the company. This includes
different functions at L’Oréal, career opportunities
and various products of the company.
The first edition of Reveal, which concluded
in September, reached almost 1,000 students in 84
colleges, primarily the B-schools of the country.
“The initiative serves two purposes. First, they
(the participants) get a peek into the world of
L’Oréal. Second, they also get into cross-func-
tional mode. Some discover where their strengths
lie - the areas they are good at and which function
they want to take up,” says James.
The company is promoting this game through
its Facebook page. It is also communicating
directly with business schools through mailers
and student forums, apart from visiting campus-
es such as Mudra Institute of Communications
Ahmedabad, Indian Institute of Management
Lucknow, Management Development Institute,
Faculty of Management Studies Delhi, SP
Jain Institute of Management and Research
and Narsee Monjee Institute of Management
Studies.
Globally, the company has a gender ratio of
43:57 (male:female); whereas in India, this figure
stands at 69:31.
In 1993, the company started with a glob-
al management game called Brandstorm, as a
recruitment tool.
Brandstorm is an on-campus game for those
interested in the marketing function. Till date,
more than 50,000 people have taken the test across
43 countries. In 2010, around 7,100 students from
221 universities across the globe participated in
the game. „
poojya.trivedi@afaqs.com
Reveal Your Talents
L’ORÉAL
The cosmetic company has launched an e-recruitment initiative to tap Generation Y. By Poojya Trivedi
<< tes||ste¢ lrem ceje Iâ
Delicious...
Designed for students,
Reveal is an online
experience that enables
participants to problem-
solve in a virtual L’Oréal
work environment.
2 8 afaqs! Reporter, December 1-15, 2010
32,1762)9,(:
Will Newspapers Reach Profitability With

Niche Papers?
IF THERE IS A PREDE-
FINED READERSHIP FOR
A NICHE EDITION, IT
SHOULD PROVE TO BE
A PROFITABLE INVEST-
MENT - BUT ONLY OVER A
SPECIFIC TIME PERIOD.
However, such publica-
tions cannot survive solely on
the basis of advertiser inter-
est. It has to retain the main
paper’s editorial guidelines
even in the niche paper so
that the latter’s content is not
governed by advertisers.
Besides, I don’t think such
niche newspapers can survive
independently and have to
be distributed along with the
main paper.
YES, THERE IS POSSIBIL-
ITY FOR NEWSPAPERS
TO REACH PROFITABIL-
ITY. BUT THESE NICHE
DAILIES HAVE TO BE
RESTRICTED ONLY TO
THE EIGHT METROS
where there is a demand for
differentiated content.
For a choice of subjects,
newspapers could be guided
by specialist magazines.
Classic examples of such
niche newspapers are The
Crest and the Speaking Tree,
introduced by The Times of
India. The Crest is priced at
Rs 10 and is targeted at the
high end readers. It’s a heavy
paper with lots of information
while the Speaking Tree has
a cover price of Rs 2. Thus,
both cases very well reflect
that the consumer is now
ready for content which caters
to his or her area of interest
and price is not a big factor.
TODAY’S READERS ARE
BOMBARDED WITH
NEWS FROM ACROSS
PLATFORMS, WHICH
IS WHY A PUBLICA-
TION THAT PROVIDES
NEWS OF THEIR
interest is always a preferred
choice and it can be profitable as
well.
However, such newspapers
shouldn’t make the mistake of
running after a high circulation
figure as long as they are reach-
ing out to their core target group.
But when it comes to adver-
tisers, the publications have
to broaden their approach. For
example, a newspaper publica-
tion might launch a paper on golf,
which is of niche interest, but
the newspaper could have adver-
tisers from all categories be it
luxury or financial.
IT WOULD DEPEND
ON THE SUBJECT. IF
A NICHE NEWSPAPER
IS TARGETED AT THE
YOUTH, IT MIGHT NOT
SUCCEED AS THERE
IS TOUGH
competition from the digital
media category.
The publication has to be
very careful in selecting the
subject. If the subject falls under
the first circle of influence for
the reader, it will have greater
chances of succeeding than the
subjects under the second circle
of influence. For example, auto
and housing would be in the first
circle for males while child devel-
opment will be in the second
circle. Niche areas, which fall in
the second circle of influence, are
less likely to succeed.
Similarly, a youth would
anyway get his information on
mobile and music from the net.
Therefore, such subject areas
might not work. But if it’s a
publication on education, which
provides tips on cracking the
board examination, it might work.
KhâKâI KâFâ9lâ
Director, Lokmat Group
Nâ\lN Kh|MKâ
Senior VP, ZenithOptimedia
Kâ!l\ ûûFlNâIh
COO, Madison Media Infinity
Mâh|\hW|K F|Kl
President and Publisher, Outlook Group
If newspapers get into specialised content to cater to a specific set of readers and advertisers, can they find
audience? And profits? By Anushree Bhattacharyya
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3 0 afaqs! Reporter, December 1-15, 2010
F
acebook.com has announced that it will
launch a new messaging system, which will
provide facilities similar to those by Gmail,
Yahoo! Mail and Hotmail.
The social media site will facilitate its existing
(more than 12 million in India) and upcoming
members to create an e-mail address with ‘@
Facebook.com’ as suffix. Users
can then send, receive and
forward e-mail messages to
Facebook and non-Facebook
members, such as users of Gmail
and Yahoo! Mail. Thus, web
users, who are not members of
Facebook.com, will be able to
connect, communicate and send
e-mail to Facebook members
through external e-mail systems
and vice versa. Like other e-mail
systems, Facebook will enable
e-mail users to attach files to
their messages, and will also provide the CC and
BCC functionalities in e-mail.
Interestingly, the social media site will not act
just as an aggregator of e-mail messages. In fact,
Facebook aims to make its new messaging system
a conversation hub, where it will collect all interac-
tions - in the form of chats, notes, e-mails and text
messages - between two users.
Conversations will be classified under two
folders named ‘Inbox’ and ‘Other’. Bulk mails,
spam and e-mail from people who aren’t friends
or friends of friends will be routed to the ‘Other’
folder; while messages sent by friends will be dis-
played in the ‘Inbox’.
Considering the fact that web users are
already spending a significant amount of time on
Facebook, this additional e-mail functionality will
definitely help the social media site to retain traffic
for a longer period of time.
But what will be more interesting to watch out
for is how this development changes the dynamics
of communication in the web space. Will it affect
traditional e-mail sites?
Amit Bhartiya, general manager, Vizisense.
com, says, “Passive e-mail is giving way to a lot
more context-based and active conversations on
Facebook through wall posts, comments, pokes,
live chats and messaging. Hence, the use of
traditional e-mail accounts for the purpose of con-
necting with the personal community is slowing
down drastically.”
According to Vizisense.com (September 2010
data), the average time spent per visit on Facebook
(17 minutes) is more than the average time spent
per visit (between 5-10 minutes) on major e-mail
sites, such as Gmail, Yahoo! Mail and Rediffmail.
“Also, the convenience of integrating all mes-
saging under Facebook will definitely result in
further time spent on Facebook and may reduce
usage of e-mail sites further. Traditional e-mail
sites will definitely find it tough to get new web
users - who are pretty much starting their online
experience with social media - into their fold,”
Bhartiya adds.
Prasanth Mohanachandran, co-founder,
AgencyDigi, believes that existing e-mail users
may not easily shift to Facebook for all their mes-
saging needs; though it is possible that the new set
of web users might only use Facebook Messages.
“The fact that Facebook now allows you to keep
a record of Facebook chat is something which
could pull Gtalk users to it. The other feature of
filtering messages according to the user’s relation-
ship with the sender will make
sure you never miss an impor-
tant message,” he adds.
Sandeep Amar, head,
marketing, audience, pre-
sales, Indiatimes, agrees that
Facebook’s new messaging sys-
tem can be the game changer in
the messaging space. He points
out, “Already, a lot of messag-
ing is happening on Facebook,
which has shifted from e-mail.
And with the introduction of a
new messaging system, which
offers a mailbox, chat history, and one-to-one
conversations, personal communications/conver-
sations can now move to Facebook.”
He adds, “The e-mail inventory is the core of
Yahoo! monetisation, which is already feeling the
heat from Gmail, but this Facebook e-mail service
can hurt both of them in all major markets.”
Raj Menon, chief operating officer,
Contests2win, has a different opinion. He thinks
that Facebook Messages will not affect existing
e-mail systems in the short term. “In spite of all
the hype, Gmail is a distant third with 179 million
users; Yahoo! Mail is second at 270 million; and
Hotmail is the undisputed leading e-mail site with
360 million users, worldwide, according to com-
Score October 2010 data. This proves that habits
are difficult to change,” Menon points out.
Mohanachandran raises a few concerns about
the new Facebook Messages. He believes that
Facebook is still too protectionist about the con-
sumers’ data while Google - by destroying all
walled gardens - scores over Facebook. „
kapil.ohri@afaqs.com
Trying Out
FACEBOOK
The site is set to roll out a new messaging system that will enable users to create an e-mail address
‘@Facebook.com’. Will it hurt e-mail services? By Kapil Ohri
1(:6',*,7$/
(From left) Bhartiya, Amar, Mohanachandran and Menon: Hopeful
T
urner International India has closed
an exclusive deal with Zapak Digital
Entertainment to market and distribute
Cartoon Network’s popular multiplayer online
games, Ben 10 Omniverse: Rise of the Heroes
(www.ben10.net) and a brand new version of
the hugely popular Toon Football (www.toon-
football.com).
Zapak has tied up with Cartoon Network
because of its strong presence in the industry.
Turner is expected to leverage Zapak’s strong
promotional channels to expand the reach of
Cartoon Network’s online gaming experience
in the country.
Zapak will also support the launch of CN
Coins game cards, the first ever Toon currency
designed for the youth gaming space in India.
CN Coins will be available at more than 100
outlets of Zapak Gameplex, Zapak’s gaming
café network, along with 500 other private cafes
across 35 cities in the country.
As the exclusive marketing and distribu-
tion partner for CN’s games, Zapak will
provide significant ongoing support to Ben
10 Omniverse: Rise of the Heroes and Toon
Football via promotional activities, gaming
tournaments and customised retail promo-
tions across Zapak Gameplexes and the private
cafes. Zapak will promote the two games
heavily on Zapak.com and is targeting kids in
the age group of 7-15 years.
In addition, Zapak will also act as a premium
payment partner, integrating the games into
payment channels including credit and debit
cards and electronic coupon purchase (called
CN Coins) in its Gameplexes and at its online
payment gateways.
Commenting on the partnership, Rohit
Sharma, chief executive officer, digital busi-
ness, Reliance Big Entertainment, says, “The
kids aged 15 years and below contribute to
more than 20 per cent of traffic on Zapak.com.
They serve as one of the stickiest users on the
site. Ben 10 is an extremely popular CN Toon
Star amongst kids in India, while the sports
genre has always been one of the most popular
genres of gaming.
“Hence, this partnership with Turner
will offer the very best to our growing kids
segment. With the launch of the first time
ever Toon currency, CN Coins game cards,
we believe that it will give the smart kids in
India a chance to manage their transactions
wisely.”
Benjamin Grubbs, executive director,
Turner Entertainment Interactive Media
and general manager, TurnOut Ventures,
says, “India is a priority market for us -
so our partnership is a win-win for both
Turner and Zapak. The alliance expands the
distribution of Cartoon Network games and
associated payment options as it leverages
Zapak’s enviable network of promotional
channels. We’re already enjoying some of
the highest game plays and web traffic in
the region coming from India - so we look
forward to welcoming even more players to
our sites.” „
feedback@afaqs.com
Following the tie-up, Zapak will also support the launch of CN Coins game cards, the first ever Toon currency
designed for the youth gaming space in India. News Bureau
TURNER INTERNATIONAL
Expanding the Footprints
says that while the campaign could
have been done earlier, Religare
wanted to evolve as a brand and reach
inflection point by attaining a certain
size and scale.
Given the footprint that the brand
has in the country, the current cam-
paign will be led by television and
supplemented with cinema, outdoor
and online - and limited usage of
print. The media duties are handled
by Lintas Media Group.
SIMPLE THOUGHTS
R
esponses to the film have been
mixed. While the insights and
the execution work for a few, some
are of the view that it is time for
corporates to think beyond tried and
tested methods.
Harish Arora, ECD, Dentsu India
thinks that the film works on an
emotional hook for the target audi-
ence and does a good job at it.
“The insight is simple, yet mem-
orable. The idea to show kids to
amplify the ease of financial services
is heart warming and the use of the
logo as an integral part of the film
adds to the desired output of brand
recall,” says Arora.
“The strategy lies in the univer-
sal insight of how we all react to
numbers and finances - it is always a
complex and complicated area of our
lives. To show just the opposite is a
welcome relief,” he adds.
According to Arora, the recall
potential of the film comes from the
point that the vignettes are stories
that are glimpses of everyday life,
things that we all have either done or
can relate to, and the music, visuals
and idea work well together.
Sandhya Srinivasan, managing
partner and chief strategy officer,
Law and Kenneth, is slightly more
critical. “Most corporate ads have
vignettes and convey the portfo-
lio, so this was obviously done to
communicate the expanse of the
brand. Sometimes I do wish cor-
porates did something dramatic...
very unlike the codes. Refreshing
maybe,” she says.
Srinivasan is of the view that the
film is one of the many that use
warm, fuzzy stories and does not
look very striking initially.
“If I look closely, some of the
situations are fresh and cute. I still
believe something deep rooted,
possibly purposive, would be more
effective, memorable and enjoyable,”
she says. „
biprorshee.das@afaqs.com
<< tes||ste¢ lrem ceje ZZ
Simplifying...
1(:6',*,7$/
Turner will leverage
Zapak’s strong promotional
channels to expand the
reach of CN’s online gam-
ing experience in India.
The challenge of the campaign was to
tell consumers that Religare is more than
what they think in the financial space.
“The kids aged
15 years and
below contrib-
ute to more
than 20 per cent
of traffic on
Zapak.com.”
ROHIT SHARMA
(Left) Neogi, Thapar and Gahlaut: simplifying the brand
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38 afaqs! Reporter, December 1-15, 2010
A
product category that did not exist 15 years ago is now among India’s
top ad spenders. Last year, 2009-10, telecom marketers spent an
estimated `1,400 crore in communicating to their consumers.
According to media agency Mindshare, about `1,000 crore went into
television with print getting `195 crore and radio `104 crore. Mindshare
estimates digital spends of about `30 crore and industry estimates peg out of
home budgets at another `100 crore, taking the total to around `1,400 crore.
Now that 3G is upon us and is expected to change the telecom business
in a fundamental way, will it also affect the nature of the media plan?
3G will be a big business as evidenced by the fact that seven private
players bid and won licences across all the 23 circles in India, paying
over `65,000 crore between them. These seven include Vodafone, Bharti
Airtel, Reliance, Tata, Aircel, STel and Idea Cellular. MTNL and BSNL
introduced 3G last year but failed to create much buzz.
People in the telecom business are both excited and nervous about what
3G could mean. All of them have been brought up in the ‘voice’ era and
are trying to adjust to the reality that growth will now come from ‘data’
(that is, everything other than voice). To complicate matters, there isn’t
a single telecom player who has got a 3G license across all circles. Pricing
and service delivery will be a complex issue. Some form of collaboration
between service providers across circles seems inevitable.
There is excitement because, in the simplest terms, 3G will enhance
the mobile telephony experience. In voice, this means greater clarity and
fewer call drops while in VAS (value added services) 3G spells efficient
interactivity on the move, with outstandingly fast speed for internet access,
downloads, photos and video sharing and more.
afaqs! Reporter attempts to decode what 3G will mean for telecom
operators and consumers, and how that might change the nature of
marketing communication.
A
WHOLE NEW WORLD
I
n just 15 years, mobile telephony in India has been through a lifetime. In
the early days, the task was to educate consumers about easier mobility
and talking on the go, which later became a fight to gain critical mass and
penetration. The coming of Reliance opened up the market for the com-
mon man. Unrelenting competition brought rates down, making India one
of the most affordable mobile telephony markets in the world.
As rates fell, telecom service providers turned to other forms of earning
revenue, known in the business as VAS. Though technically a part of VAS,
peer to peer SMS (that is, messages from one consumer to another) is low
value and not much of an improvement over voice. Of the rest, the only
other VAS service to have really taken off is ringtone downloads.
The one recent exciting development is the mobile web which has
grown by over 300 per cent in the last 12 months. Beyond that, the success
of VAS has been limited.
It is currently a pale reflection of what it ought to be: one may talk
of cricket, Bollywood and ‘Astro’ alerts but these are just ‘scratching the
surface’ variety of applications.
In a voice-dominated business, VAS currently contributes around 10-12
per cent of the total revenue. According to telecom analyst Kunal Bajaj,
director, Analysys Mason, VAS’ share is expected to reach 20 per cent by
end of 2014, with the average for the 3G user being higher than the one
using 2G.
Experts believe 3G will be more about enhancing the VAS experience.
“Voice clarity will be slightly better, but it won’t be much of a discernible
difference for a consumer,” reckons Mahesh Prasad, president, Reliance
Communications. “Speed is where 3G will make a difference,” he adds.
Punitha Arumugam, group CEO, Madison Media, which handles the
Airtel media account, adds that 3G won’t increase the now stable voice
revenues “for sure”. “In fact, fewer call drops means I won’t land up calling
the same person ten times, so hey, where’s the revenue?” she quips. “As
far as 3G goes, the excitement around VAS is what will lead to revenues.”
People in the telecom business are
both excited and nervous about what
3G could mean because all of them
have been brought up in the voice era.
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What it means for the telecom business and
how it might change the nature of advertising
in one of India’s largest spending categories.
By Devina Joshi
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afaqs! Reporter, December 1-15, 2010
TG FOR 3G
P
opular notion has it that 3G is aimed at only the top 10 per cent of
the subscriber base. Within this, media planners predict that youth
and business executives will adopt 3G quickly, and should be ide-
ally targeted. The typical ARPU (Average Revenue Per User) today
is around `200 per month but for the top 10 per cent it is about
`900-1,000. College students are tech savvy and will guide growth
in mobile social networking but many others don’t know how to
use data services and will need to be guided through marketing
communication.
“3G won’t be cheap at all,” states Kapil Arora, senior vice-president and
country head, Team Vodafone at Ogilvy India, because the government has
offered a limited amount of spectrum and companies have paid a fortune for
it. Players cannot afford to ‘massify’ it.
However, another school of thought says targeting just the crème de la
crème won’t work - 3G after all, is not a service in itself, but a technological
enabler of services. Which socio-economic strata are targeted could well be
an equation of the mix of services a telecom operator chooses to promote on
the back of 3G.
Telecom analyst Mahesh Uppal prophesies that in the initial stages, the
top end would be the ideal TG as it is more familiar with gadgets and data
services. But elements like Bollywood, cricket and religion generate huge
interest, so in small towns perhaps 3G can help capitalise on the craze for such
information and entertainment.
Low-spend consumer in small-town India could be enchanted because
they can’t get enough of big-town India. “If 3G can be a facilitator on that
count, it will excite all of India,” thinks brand consultant Harish Bijoor of
Harish Bijoor Consults. If the price is right, it could get in people who have
never gone online leapfrogging to use the mobile web.
Another marketing consultant, Delhi-based Samit Sinha, in fact thinks
that “the moment we have mobile phones giving an enhanced experience and
bigger screens, things will explode. The internet consuming population on
mobile phones will probably double overnight!”
It may be realistic to assume a ‘3G for all’ scenario, the way tariffs are
getting competitive already, with the launch of Docomo’s 3G service at 0.6
paise per second. “It won’t be a terribly niche technology. There will be
substantial numbers. It isn’t just about better data services; it is also about
leading to the spurt of better devices, larger screens and applications. So, the
3G reach will be better as affordability and devices get better,” says telecom
analyst Bajaj.
PRICING: IT’S ALL ABOUT MONEY
I
n 2008, it was assumed that the top 15 per cent of the subscribers would
turn to 3G within five years of launch. That figure is now being revised
to about 20-25 per cent. As time passes, the belief that 3G is unaffordable
is being questioned and market forces predict that competitive pricing will
shape its future. There will be bundled offers - appli-
cations for free, advertising of co-branded handsets
and devices (like music devices).
Prashant Gokarn, senior executive vice-president,
Reliance Communications (which will roll out its 3G
services by 2010-end), says that services on 3G will be
for every class of consumers. The latest music video
by a popular artiste will cost more than a low resolution
Hindi song video, for instance. There will be affordable
services for the lower classes and the media mix will vary
accordingly.
3G poses different challenges for newer and well established players.
While established players struggle to get their high-end subscribers to warm
up to the concept, newer players might bleed a little more as they try to get
the higher revenue subscribers to migrate to them, especially in view of
imminent number portability.
Affluent and perhaps urban audiences will like a good mix of entertainment
and utility services, while the less privileged and rural audiences will prefer
mostly utility services, feels Ravi Kiran, the outgoing CEO, Starcom
MediaVest Group, South Asia.
There will be affordable services meant for the lower SECs as well - today,
3G-enabled handsets are available at price points as low as `1,900. Clearly,
3G need not be a premium offering; if a customer sees value in it, he will
pay for it.
WHAT IT MEANS TO ADVERTISING
H
ow will all of this change the nature of telecom advertising? A lot of
layering will be involved when one talks of the manner in which 3G is
presented to the public. Telecom experts agree that educating people about
3G is extremely important, and the initial stages of communication perhaps
ought to be about the general experience of 3G without getting too technical.
A prime job will be to make current 3G-enabled handset owners under-
stand what they can do with 3G, and convince non-believers - or who are
unaware - to make the switch.
Abdul Khan, senior vice-president, marketing, Tata Teleservices, feels the
advertising should highlight access to entertainment whenever and wherever
one wants at mind-blowing speeds.
“Communication will be more about the services mix one uses,” he says.
3G will encourage telecom players to increase their allocation for online and
mobile advertising significantly.
Arumugam of Madison Media says it is difficult to predict media plans
since these will depend entirely on a marketer’s game plan. “There will also
be a big push on experiential marketing, since a lot of 3G service benefits will
need to be demonstrated person to person,” opines Kiran of Starcom.
So the judgement at this stage on how telecom operator’s new media plans
will look: television will continue to be the driver medium with support from
the print.
However, as telecom operators try to reach the young as well as business
executives to build the early mass of 3G converts, spends on online media,
mobile advertising and experiential media will increase significantly. „
devina.joshi@afaqs.com
(Based on interviews with Abdul Khan, senior V-P, marketing, Tata
Teleservices; Anand Halve, director, chlorophyll; Harish Bijoor, brand
expert and CEO, Harish Bijoor Consults Inc; Kapil Arora, vice-president
and country head on Vodafone at Ogilvy India; telecom analyst Kunal
Bajaj, director, Analysys Mason; Mahesh Prasad, president, Reliance
Communications; Mahesh Uppal, telecom consultant; Prashant Gokarn,
senior executive vice-president, Reliance Communications; Punitha
Arumugam, COO, Madison Media; Ravi Kiran, the outgoing CEO,
Starcom MediaVest Group, South Asia; and Samit Sinha, managing
partner, Alchemist Brand Consulting).
Targeting just the crème de la crème
may be limiting - 3G after all, is not
a service in itself, but a technological
enabler of services.
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WHAT’S THE BIG DEAL?
1(:63(23/(
I
Venkat and Eenadu have grown together which makes it very difficult to
separate the defining moments of I Venkat’s career from those of the Telugu
news daily.
Venkat, who has spent around 40 years with one company Eenadu, has held
only three positions there – trainee, ad manager and director. afaqs! Reporter
traces the turning points in his life.
Fate kept me in India: After my graduation, I was planning to move
to San Francisco to pursue a course on business. But some issues with
my sponsorship cropped up and I had to stay back which turned out to
be a defining moment in my career.
I enrolled in a law college and it is then that I was introduced to
Ramoji Rao, who owned Kiran Ads. I joined the agency as a trainee
in 1970 and worked there for four years, until Eenadu was launched.
In 1974, I moved to Vishakhapatnam as an ad manager for Eenadu. In
1986-87, I was made the director on the board of the company.

Experience was learning: When we started the journey at Eenadu, we
were complete novices and we dealt with the market, based on our own
understanding of things. As we moved ahead, we learnt the tricks of the
trade through trials and error.
Soon the paper started growing; in 1978 – the fourth edition was
launched and we beat giants like Andhra Prabha and became the No. 1
paper in Andhra Pradesh. This was another defining moment both for
me and my newspaper.

New innovations: In the next few years, we tried several inno-
vations which turned out to be the defining moments for me
and Eenadu. In 1987, Eenadu was the first newspaper to execute
the idea of ‘district newspapers’. Similarly, Eenadu was the first
in the country to launch a coloured page exclusively for women
(Vasundhara in 1992) at the time when newspapers were consid-
ered to be mostly read by men.
Post the electronic boom in 1995, Eenadu was the first newspaper
group to start an infotainment channel - ETV and my passion was back-
end operations. Back then, only a few channels existed including Zee,
Sun and Star. I am the only guy who has been in a newspaper and in
TV through and through and has held both the portfolios at the helm!
Also, everything was under one person- scheduling, billing, accounts,
marketing, collections, selling. My colleagues used to say I’m the head
cook to the bottle washer. Handling a dual role at Eenadu was another
defining moment of my career.

Of late: Since the last two years, I’ve deliberately been lying low as
far as the day-to-day operations at Eenadu are concerned; I spend my
morning hours at The Nimmagadda Foundation (Hyderabad), an
NGO which focuses on children’s health and education.
Professionally, my main responsibility is the development of a new
back-end software system that will be up for sale to other newspapers
early next year. For me, Eenadu is a case of jeena yahaan marna yahaan,
iske siva jana kahaan! „
As told to Ashwini Gangal
I
ndia’s No. 4 mobile carrier, Tata
Teleservices, recently rolled out
an out-of-home campaign in
western UP to promote its latest
offer - free talk-time of 2 lakh sec-
onds on purchase of a handset for
`2,000.
The company’s OOH agency,
Milestone Brandcom came up with
the idea of showcasing this commu-
nication through a magic hat.
A dummy 3D cut-out of the
phone was placed inside a hat. With
the help of a motor, the phone was
pulled out of the hat, while the
actual colour handset was shown to
consumers. This gave the impression
that the phone had come out of the
magic hat.
The company created one inno-
vation at the Begum Bridge, which
connects Meerut with surrounding
cities and villages, and on the main
junction of the city. The innovation
cost approximately `1.5 lakh.
Prashant Mishra, management
supervisor, Milestone Brandcom,
says, “The idea was to create the
‘wow’ factor on a larger-than-life
billboard at busy Begum Bridge,
Meerut, which is the lifeline of the
city. We created a magic hat, which
was a backlit execution, connect-
ed the audience with other media
communication and created intrigue
value, resulting in quick awareness
and buzz in the city.”
Milestone Brandcom has execut-
ed the campaign in cities such as
Meerut, Dehradun, Agra, Bareilly
and Aligarh, among others. Notably,
striking innovations have been put
up in Meerut and on the Delhi-
Meerut Highway - NH 58.
The agency has also used gan-
tries, unipoles and billboards for the
campaign to connect with a wider
audience in the region.
UP West is one of the most
important circles for telecom brands,
with Meerut being the shopping hub
in the region.
The telco recently rolled out the
‘2,000 main milengi 2 lakh ki khushiyan’
offer. As per the offer, on purchase of
a new colour FM handset and a first
recharge of `1,000 (thus, the effective
price for the offer is `2,000), custom-
ers would get free talk time of 2 lakh
seconds and 50,000 free SMSes.
The OOH duties for Tata
Indicom, which comprises three
businesses - CDMA, Photon and
Walky, are handled by Milestone
Brandcom. Madison’s outdoor divi-
sion - MOMS, handles the OOH
duties of Tata Docomo. „
poojya.trivedi@afaqs.com
The Magic Hat
An OOH innovation by Milestone Brandcom promoted the
brand’s latest offer of free talk-time on the purchase of a
handset. By Poojya Trivedi
TATA TELESERVICES
The One
Company
Man
9 | | l N l N û M û M | N I \
A dummy 3D cut-out of the phone was
placed inside a hat which, with the help of
a motor, was pulledout of the hat.
4 0 afaqs! Reporter, December 1-15, 2010
G
oogle India is beefing up its efforts to rope
in more local advertisers for AdWords,
the online advertising program that helps
marketers to serve ads (as sponsored links) on
Google’s search results page.
For this purpose, the company has decided
to set up new local-language call centres, which
would contact, communicate with and teach the
usage of AdWords to marketers, especially small
and medium enterprises (SMEs). Google will
also establish its physical presence across various
towns and cities in India.
The internet firm has already set up a new call
centre (inbound and outbound) in Hyderabad,
which will provide regional language - Telugu,
Tamil, Kannada and Malayalam - support to
SMEs or marketers in the southern region for its
AdWords program.
However, this is not Google’s first customer
care centre for AdWords in the country. Its first
call centre went live in early 2009 in New Delhi,
from where it provides AdWords support in
English and Hindi. The company claims that it
handles calls from about 1,000 advertisers daily at
its New Delhi call centre.
Over the next few months, Google plans to
launch more call centres in other parts of India,
providing assistance in Bengali, Oriya, Gujarati
and Marathi.
Through the new call centres, the firm plans to
contact more than 2,000 advertisers daily by 2011.
Apart from contacting prospective advertisers
over the phone, the company has already initiated
its endeavour to reach local marketers in smaller
towns and cities such as Udaipur and Chandigarh
through on-ground events, direct mailers and
AdWords partners.
Sridhar Seshadri, head, online sales, Google
India, reveals, “We will inform SMEs through
direct mails and conduct 100 road shows or
on-ground events across 25 cities, such as
Jaipur, Surat, Ahmedabad, Ludhiana, Cochin
and Tirupur in the coming year to inform and
educate local marketers on how they can utilise
and leverage Google AdWords for their busi-
ness.”
To extend reach, the search firm will also
appoint more AdWords sales/reseller partners
in various cities in India. “Anyone or any local
organisation -- technology or web development
firm, search marketing company or digital agency
- can become a partner for AdWords. It is like a
franchise system,” says Seshadri.
He adds that the role of the partner would be
to “help us reach or fetch more local marketers,
without the physical existence of Google in the
local areas. They can organise on-ground events
and contact advertisers directly.”
“Partners will be free to offer other value-add-
ed, Web related solutions to advertisers, whom
they will rope in for the AdWords program,”
Seshadri adds.
He clarifies that Google would not charge any
fees from firms or persons who want to partner
for AdWords. Instead, partners will be free to earn
their revenue from value-added services, such as
webpage development. Google already has seven
sales partners for AdWords in India.
The search giant is also contemplating the
use of traditional advertising to reach advertisers
in smaller towns. “We may use print and radio
advertising and beef up on-ground activities to
add more AdWords users from smaller towns
next year,” says Seshadri. „
kapil.ohri@afaqs.com
GOOGLE
Going Local
The search giant plans to launch local-language call centres and appoint more
sales partners to increase AdWords users in small towns. By Kapil Ohri
1(:6',*,7$/
T
he Hindi daily, NaiDunia,
has come out with what it
calls the ‘first time ever by
a Hindi daily’, a newspaper for
school children in Indore. The core
audience of this eight-page news-
paper is students from Class 6 to
Class 12.
Bearing a cover price of `1,
NaiDunia Disha is a Berliner-
format newspaper that was launched
in November. It is being published
six days a week. The launch edition
of the daily was distributed in 20
schools in Indore, reaching more
than 15,000 students.
Since it is a newspaper for stu-
dents, NaiDunia Disha is being
promoted through posters and
banners in the schools across
Indore city. In the near future,
the media house plans to organise
various contests and take NaiDunia
Disha to the next level of engage-
ment with its audience.
Talking about the genesis of
Disha, Debu Mishra, vice-presi-
dent, sales and development,
NaiDunia, says, “The reason why
students shy away from traditional
newspapers is the newspaper itself.
The content is not made
keeping children in mind.
They deserve knowledge sup-
plement, in addition to their
textbooks. To acknowledge
this, NaiDunia has brought this
newspaper for the school chil-
dren.”
Right from news customised
as per the needs of children to
puzzles, science projects, jokes
and riddles to challenge young
minds, the daily will have some-
thing for all its young readers. The
content mix of the daily would
include motivational, educative and
entertaining short stories, a science
section that will incorporate the
latest developments in the field and
FunDunia, a fun-n-learn section.
Apart from this, a page in the daily
will be designed by students. About the content strategy of the
newspaper, Mishra says, “There will
be a mix of news, values and learn-
ings for the students.” NaiDunia
Disha will be made available in
the schools on demand. NaiDunia
plans to take this Berliner to its
other major centres, including
Bhopal, Gwalior and Raipur. „
sumantha.rathore@afaqs.com
Targeting Young
Titled NaiDunia Disha, this newspaper will be
published six days a week for students across
Indore. By Sumantha Rathore
NAIDUNIA
“Partners will be
free to offer other
value-added, web
related solutions
to advertisers.”
SRIDHAR SESHADRI
Bearing a cover price of `1, NaiDunia
Disha is a Berliner-format newspaper.
The launch edition of the daily was dis-
tributed in 20 schools in Indore.
4 2 afaqs! Reporter, December 1-15, 2010
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1(:6
T
he UK-based mobile messag-
ing firm Blyk has partnered
with mobile operator Aircel,
which has more than 48 million sub-
scribers in India, to bring the concept
of free mobile services in return for
consuming SMS in India.
The mobile firm, Blyk, sends
information, tips and alerts for vari-
ous categories such as entertainment,
sports, events, astrology, career and
lifestyle as interactive SMS or MMS
to its subscribers.
Members can click on the SMS
and use the interactive option to
extract more information. Depending
on the usage of interactive features
by its members, they will be reward-
ed with free talk time, free data
and SMS packages. More interaction
with messages implies more rewards.
How it works? To subscribe to
the service, a user is required to pur-
chase a subscription coupon (at `74)
from Aircel and register with the
service. A new subscriber will receive
messages from almost all content cat-
egories in the first eight weeks. Based
on the interaction of the user with
the messages in the first eight weeks,
Blyk determines the type of content
that the user would like to consume
in future.
Is it for advertisers? "Advertisers
can use the service to serve branded
messages, use it for conducting mar-
ket research and test their products
and advertising before unveiling it to
the general public," says Shubhodip
Pal, country manager, Blyk India.
Blyk has already roped in 21
advertisers including Levis, Nokia,
Red Bull, ESPN and Smirnoff.
Aircel is promoting the Blyk ser-
vice through various media. Pal says,
"We will spend about 50 per cent
of our advertising budget on digital
marketing. The rest of the ad budget
will be allocated to print, radio, OOH
and below-the-line advertising."
There are no plans to use TV to
promote Blyk services in India. „
feedback@afaqs.com
A
key person credited with the success of the
Bengali general entertainment channel (GEC),
Star Jalsha, now has a new challenge. As the
CEO of Mahuaa Media, Yubaraj Bhattacharya will
have a broader canvas to paint than as the program-
ming head of Star Jalsha. Mahuaa Media has two
regional language GECs, Bengali and Bhojpuri, apart
from a news channel. The company also plans to
launch a slew of channels in other languages.
Bhattacharya, shares his journey so far with afaqs!
Reporter and how he got into the television business.
Bhattacharya, who finished his schooling from St.
Lawrence, Kolkata, decided to pursue
a course in chartered accountancy after
graduating from Ashutosh College.
He soon realised that it wasn’t his
cup of tea. And one day on a friend’s
suggestion, he decided to sit for the
copy test at Contract. Though he
cleared the copy test, he was deemed
a better fit for the planning function.
Within a year’s time he was sent for an
induction programme called Windows
in Mumbai, run by the legendary
Subroto Sengupta, former boss of the
ad agency Clarion.
After spending a year at Contract
Mumbai, Bhattacharya moved back
to Kolkata for personal reasons. When
he moved back to Mumbai a year later, he joined the
media function of Chaitra Leo Burnett (now Leo
Burnett). Here, he got the opportunity to work with
many media stalwarts such as Pravin Tripathi, LV
Krishnan and Ravi Kiran. It was at Leo Burnett that
his talent received recognition and he was shifted to
servicing.
However, destiny had some other plans for him.
Bhattacharya had to return to Kolkata again to look
after his parents, who were unwell. Once there, he
decided to pursue his first love - film making. He
joined a production company, Black Magic Motion
Pictures. “It was during my year-long tenure at the
production company, that I got intrigued by the art of
making soaps for television. So I focused on learning
more about television production.”
Bhattacharya was then called to be a part of the
launch team of Star Ananda - the 24-hours news chan-
nel by MCCS, the joint venture between the ABP
group and Star India. At Star Ananda, Bhattacharya got
a chance to work under Uday Shankar, now the CEO
of Star India. “I feel I was very lucky to work with
the launch team at Star Ananda as I got to learn a lot
about the news business as well the television business
in India,” reminisces Bhattacharya. Looking back, he
thinks that “Star Ananda changed the way the audience
in West Bengal consumed news and ended up creating
a market for Bengali news channels.”
After working for three years, he decid-
ed to take a break.
During this period, Bhattacharya
received a call from his ex-boss Uday
Shankar who told him that he was
planning to launch a Bengali general
entertainment channel. Bhattacharya
says, “I was called to launch Star Jalsha.
I spearheaded the launch of the chan-
nel, including selection of people, the
producers and creating a production
network.”
While conceptualising the channel,
Bhattacharya looked for new directors,
writers and new concepts. His experi-
ence and knowledge of the Bengali
television market was his biggest strength. Calling
the Star Jalsha launch - a sweet success, he adds, “We
began with 92 GRPs and within eight months, we were
able to beat the market leader. In less than 2 years we
managed to break even.”
At Mahuaa TV his first job will be to build the
brand. In spite of its popularity, Bhattacharya knows
that “the brand Mahuaa does not have much equity in
the market, so my task will be to develop the brand.
Mahuaa Media has both, GECs as well as news chan-
nel. I will get a chance to use my learning to develop
Mahuaa as a big brand in the regional space.” „
anushree.bhattacharyya@afaqs.com
By Anushree Bhattacharyya
Regional
Challenge
YUBARAJ BHATTACHARYA I
CEO
I
MAHUAA MEDIA
Click n Earn
BLYK.COM
Pal: something for everyone
4 4 afaqs! Reporter, December 1-15, 2010
“I feel I was
very lucky
to have
worked with
the launch
team of Star
Ananda.”
AFAQS!/RADIO ONE
Getting Together
R
adio One, the joint venture between Mid-
day Multimedia and BBC Worldwide,
has partnered with afaqs!, the leader in
B2B marketing communications, to launch a
radio show that aims to give a larger footprint
to senior professionals in advertising, media and
marketing.
Christened the Radio One afaqs! Show, the
new property allows B2B personalities to reveal
their lives in a B2C environment, using music to
build connections.
The one-hour show is aired every Saturday at
1 PM from November 27 across the seven cit-
ies where the radio station is present - Mumbai,
Delhi, Kolkata, Chennai, Pune, Ahmedabad and
Bengaluru. The first personality to be covered
on the show was Piyush Pandey, executive
chairman, Ogilvy India.
Sreekant Khandekar, director, afaqs!, says, “I
am pleased about this show, because perhaps,
this is for the first time that something of its
kind is being tried in the industry and I am glad
that we did it first.”
Vineet Singh Hukmani, managing direc-
tor, 94.3 Radio One, says, “The duality of
the idea excited us when we arrived at it. It
allows us to showcase the musical side and
also the emotional side of the people in our
industry.”
He further adds, “Besides, this show will
allow advertising and marketing profes-
sionals to face the consumers of the brands
they create. You watch so many films, and
you like them, listen to so many jingles and
1(:60(',$
afaqs! and Radio One have come together to launch a radio show that introduces
audiences to eminent advertising, media and marketing professionals. News Bureau
M
ulti-Screen Media
(MSM) aims to utilise
mobile and online media
to retain consumer interest and earn
revenue from the quiz show brand,
Kaun Banega Crorepati (KBC), dur-
ing the current season and after the
TV show goes off-air.
The media company has already
unveiled the KBC microsite (KBC.
Indiatimes.com), where it uploads
videos and games related to the
show. The channel also plans to
launch a mobile phone game called
KBC.
The game, developed by UTV
Indiagames, is the virtual replica-
tion of the quiz show and lets
users play the quiz on the mobile
platform.
Similar to the game show on
TV, a total of 13 questions
of progressive difficulty are
presented to the mobile
phone user during the
game. The user has to
select the right answers at
each level to win a virtual
amount of up to `5 crore.
Moreover, if the user gets stuck
on a question, four lifelines includ-
ing Phone a Friend, Audience Poll,
and Double Dip, are offered.
Initially, the game will be distrib-
uted as a downloadable application
on the mobile sites of all major
mobile phone operators. Later,
there are plans to offer it on mobile
applications stores owned
by various operators and
handset manufacturers.
Both the mobile game
and the microsite will be
retained and fresh content
will be uploaded, after the
show goes off-air. Nitesh
Kripalani, vice-president, business
development and digital syndica-
tion, MSM, points out, “We plan
to keep the microsite live for the
next six months and to upload more
exclusive content, after the show
goes off-air.”
“The idea behind the mobile
game and KBC’s online presence is
to replicate the experience and build
engagement with the game show
or KBC brand, beyond the one-
hour show on the TV channel,”
says Danish Khan, head, marketing,
Sony Entertainment Television.
He adds, “It will help us in
bringing viewers back for the next
season.”
Is it just a branding exercise,
or does MSM aim to monetise
the mobile and online presence?
Kripalani clarifies, “MSM also
intends to monetise KBC’s digital
presence, apart from keeping the
brand alive.”
He elucidates that the game
application will be offered for free
but mobile users will be charged
(by the mobile phone service
Going Digital
Sony intends to keep Kaun Banega Crorepati alive
through a microsite and a mobile version of the game
show after the show goes off-air. By Kapil Ohri
SONY
Khan: on the idea
tes||ste¢ es ceje +& >>
tes||ste¢ es ceje +& >>
The game will
be distributed as
a downloadable
application on the
mobile sites of
all major mobile
phone operators.
4 6 afaqs! Reporter, December 1-15, 2010
(From left)
Khandekar and
Hukmani
Swapping Wives
I
n the past, many Hindi general
entertainment channels have tried
their hand at sensational reality
shows, such as Pati, Patni Aur Woh,
the Indian adaptation of BBC’s Baby
Borrowers; and Sach Ka Saamna - the
Indian version of the popular American
reality show, The Moment of Truth.
While Pati, Patni Aur Woh was tele-
cast on Imagine TV (formerly NDTV
Imagine), Sach Ka Saamna was aired
on STAR Plus.
Both shows managed to gain
enough attention, but they also ran
into legal trouble and were eventu-
ally pulled off air. It appears that now
Sony has decided to walk the same line
as it readies to bring in a reality show
called Wife Swap. Produced by UTV,
the show is expected to go on-air early
next year.
Speaking about Wife Swap, Ajit Thakur, busi-
ness head, Sony, says, “The show, while borrowed
from the international format, will be designed
keeping Indian values in mind. The name of the
show can be misleading, but the content will be in
line with Indian society and its beliefs.”
Originally produced by the UK independent
television production company, RDF Media, Wife
Swap has been created by Stephen Lambert.
As per the international format, two families,
usually from vastly different social backgrounds
and lifestyles, swap wives for two weeks. During
the first week, the new wife must follow exactly
the same rules and lifestyle of the wife she is
replacing. Each wife leaves a house manual, which
explains her role and duties in the family.
During the second week, the new wives are
allowed to set their own rules, and their new fami-
lies must adhere to these rules. At the end of the
two weeks, the two couples meet for the first time
and discuss how they felt about the two weeks.
Is the Indian audience ready for another sensa-
tional reality show or will Wife Swap meet with a
fate similar to that of other such shows?
Nandu Ram, professor, Centre for the Study
of Social Systems, Jawaharlal Nehru University,
says that the concept of swapping wives might be
prevalent amongst certain sections of Indian soci-
ety but people may not be happy with
such a show being aired on national
television. After all, Indian society is
still very conservative.
Amit Kaur, counsellor, Delhi Police
(Women Cell), says, “The show might
find audience in the upper strata of
the society, as they are aware of west-
ern culture and lifestyle. However, the
show will definitely not appeal to the
masses as it is against Indian values.”
While a few sociologists feel that
the average Indian is not mature
enough to accept such shows, many in
the trade believe that going by Sony’s
viewership profile, the show might
find acceptance.
Amit Ray, president and COO,
Lintas Media Group opines that
Indian audiences are modern and are
aware of western culture and society,
and Sony, as a channel, caters to modern India. So,
it will not be difficult for the channel to find view-
ers for the show.
On the other hand, many feel that the show
might land with the same fate as Sach Ka Saamna.
Navin Khemka, senior vice-president,
ZenithOptimedia, adds that from the audience’s
point of view, it will not be possible to go ahead
with such a show as it will generate a lot of back-
lash. “So far, getting married on television has
been accepted but swapping wives can be going to
extreme limits. Also, advertisers tend to stay away
from such shows.” „
anushree.bhattaharyya@afaqs.com
1(:60(',$
Going by past experience, Indian audiences are not yet ready for sensational reality shows. Nevertheless, Sony is
set to bring Wife Swap - a popular UK reality show - to India. Will the concept work? By Anushree Bhattacharyya
you love some; the audience at
large needs to know who created
those jingles and who are the
unsung heroes of the advertis-
ing and media fraternity.”
Prasanna Singh, chief operating
officer, afaqs!, is of the view, “We
are enthused to be a part of this
radio show that will bring some of
the biggest industry figures closer
to a broader set of audience.”
The show plays on the tag-
line, ‘Maximum music, ‘maximum
faqs’; wherein ‘maximum music’
reflects Radio One’s proposition
and sets out to explore the music
tastes of B2B personalities featured
in the recently launched ‘Who?
2010’ directory.
According to Prajjal Saha, exec-
utive editor, afaqs!, the show is “a
great opportunity to reach out to a
wider audience with news and facts
from our industry, that will help
build better quality awareness the
way the industry works”.
‘Maximum faqs’, on the other
hand, makes an attempt to reflect
the spirit and passion of the team
at afaqs!, in a bid to capture the
essence of the human beings
behind the designations.
This will be done by capturing
interesting facets related to their
careers and their work, which will
be integrated with the music that is
played on the show.
One can catch the recorded ver-
sion of the radio show subsquently
on afaqs.com. „
feebback@afaqs.com
provider) for data usage. The rev-
enues earned will be shared between
MSM, UTV Indiagames and the
mobile phone operator.
Apart from this, MSM has a dedi-
cated digital sales team, which will
monetise the microsite through pre-
roll video ads, banner advertising
and sponsorships. The TV channel
has roped in advertisers such as Idea
Cellular, Aditya Birla Group and
Microtek for the microsite.
On how much revenue MSM
aims to generate from the digital
presence of KBC, Kripalani replies,
“We aim to generate 5 per cent of
the total revenue that KBC generates
on TV.” „
kapil.ohri@afaqs.com
The show on Radio One, will
explore the music tastes of
advertising, media and marketing
personalities.
<< tes||ste¢ lrem ceje +â << tes||ste¢ lrem ceje +â
A New Wave Going digital
SONY
“The show, while
borrowed from the
international format,
will be designed keep-
ing Indian values in
mind.”
AJIT THAKUR
4 8 afaqs! Reporter, December 1-15, 2010
G
laxoSmithKline’s Horlicks NutriBar
recently launched an innovative cam-
paign. This activity comes close on the
heels of GlaxoSmithKline revamping its flagship
brand, Horlicks, after a gap of seven years, where
the logo and packaging were redesigned to bring
about a unified new look in all the products under
the Horlicks portfolio.
The main aim of the campaign in its first phase
was to drive the target group - males and females
in the age group of 25-35 years - to try out the
Horlicks NutriBar.
The on-air and on-ground campaign done by
Big Live, is being rolled out in six metros across
the country. The campaign in its first phase was
rolled out in Delhi, Mumbai and Kolkata with a
key message, ‘Jab bhook lage tezi, don’t go crazy’.
The next phase of the campaign was rolled out
in Bengaluru, Chennai and Hyderabad that com-
municated the message: NutriBar khaane ke hazar
reasons hai. Aapka reason kya hai? Horlicks NutriBar
- iss mein hai wheat, rice, oats aur 11 vital nutrients.
Discussing the product, Vipul Gupta, brand
manager, GSK, says, “We continuously identify
and cater to the needs of various consumer seg-
ments by developing products that specifically
provide benefits linked to nutrition and wellness.
Horlicks NutriBar is a convenient snacking
option that renders pleasurable nutrition for
today’s young, on-the-move achievers.”
As part of the campaign, a radio activity on 92.7
Big FM was executed in all the six cities. Apart
from the brand spots, the on-air activity con-
sisted of two elements - Bhooki Galtiyan (Hungry
Mistakes) and NutriBar GYM Offer.
Bhooki Galtiyan campaign called for an action
element, wherein listeners were asked to share
their Bhooki Galityan.
Listeners had to SMS NutriBar followed by a
space and then write down the mistake and send
it to 55454.
In the NutriBar GYM Offer, listeners were
asked to carry three wrappers of NutriBar and go
to the selected participating gyms across all six cit-
ies, where they could avail free trials.
For on-ground, a BPO-based activity was car-
ried out, where, Nutribar Nutrition Units had
been placed. At these units, people were asked to
try out the NutriBar and then guess its ingredi-
ents from the options displayed on a chart.
A ‘Corporate Complex Activity’ was also car-
ried out, where participants had to spin a NutriBar
clock and if the hour hand pointed to the section
which was not a part of the regular meal timings,
the person was awarded gifts.
Besides this, a gym activity was carried out,
where weighing machines with NutriBar’s crea-
tives and NutriBar dispensing slot machines were
placed.
The people coming to the gym were asked to
check their weight by the promoter of the gym,
who then educated them about the benefits of
NutriBar.
On the initiative, Navneeth Mohan, nation-
al head, experiential marketing, Big Live, says,
“Being associated with clients such as GSK has
given us great knowledge about launching a
campaign on such a large scale. With the low
attention span of the audience, it was imperative
that we created an innovative activation platforms
to engage the target group.” „
feedback@afaqs.com
HORLICKS NUTRIBAR
Endless Reasons
Creates branded on-air and on-ground platforms to engage consumers in
order to educate about the nutritional benefit of the NutriBar. News Bureau
1(:6%7/
T
imes OOH, which recently
bagged the advertising rights
for T3, the new Delhi air-
port terminal for 20 years, plans to
set up 200 digital screens by end of
March 2011.
Amsterdam-based Ad Board
International has designed the cas-
ing for the 65 inches digital screens.
T3 will also have static media
across the terminal, in addition to
the media space available outside
the airport. In fact, Times OOH
has hired two UK-based OOH
consultants, Dennis Sylavin and Le
Lorrance to design the media space.
Sunder Hemrajani, managing
director, Times OOH, says, “We
have followed the less is more prin-
ciple. The idea is to keep it less
cluttered, so that the value of each
property increases.”
He explains that while design-
ing the media space and making
the media plan, one has to look at
various aspects. The lessons learnt
from the experiences at the airports
at Mumbai and Delhi have been
implemented for a better plan.
In view of the increased traffic at
night (due to international flights),
the media installed outside the air-
port has been backlit.
Times OOH claims that T3 will
help it garner 40 per cent more rev-
enue this financial year.
Hemrajani adds, “Currently,
about 75 per cent of the media is
occupied at T3 and the number
will increase with the installation of
more media.” „
High on Digital
Times OOH plans to install 200 digital screens by
March, 2011. By Anushree Bhattacharyya
T3
For on-ground, a BPO
based activity has been
planned in metros.
Hemrajani: talking plans
5 0 afaqs! Reporter, December 1-15, 2010
GOOD KNIGHT
Naturally Bite Free
G
ood Knight Naturals, the mosquito
repellent cream from Godrej Sara Lee,
has rolled out a new ‘awareness’ cam-
paign across platforms such as outdoor, radio,
print, web and on-ground.
Conceptualised and created by JWT, the ads
show people trying to protect themselves with
strange body wraps wherein the copy reads,
‘There’s a simpler way to protect yourself from
mosquitoes.’
The campaign stems from the fact that com-
pared to in-home mosquito repellents such as
coils and mats, the personal application category
is highly underpenetrated, even in metros where
occasions for use are high.
Kapil Dev Pillai, category head, household
insecticides, Godrej Household Products,
says, “While Good Knight mosquito repellent
cream gives great protection from mosquitoes
in any situation, our belief is that it brings
greatest value to consumers in outdoor usage,
where no other realistic solution exists. Our
communication idea actually amplifies the
fact that till now, if one wanted outdoor pro-
tection from mosquitoes, one needed to go
to complete extremes. Thus, in a humorous
way, the ads try to highlight the fact that fear
of mosquitoes can compel you to take bizarre
measures outdoors.
However, in reality,
the solution is easier.”
Since concern for
mosquitoes outdoor is
highest at the outset
of this season, Godrej
decided to launch the
campaign during this
time period.
The three-month-
l ong campai gn,
kicked-off in October,
will run till December.
The outdoor campaign is being handled by
Pioneer Publicity.
The campaign employs full bus wraps, train
wraps, hoardings and Meru Cab branding. A
cut-out hoarding was also created.
All other media planning and buying is being
handled by Madison Media. „
surina.sayal@afaqs.com
1(:622+
The new OOH-led campaign for Good Knight Naturals, in a witty way, tries to communicate that there are easier
ways to protect oneself from mosquitoes than full-body wraps. By Surina Sayal
(Left) OOH hoarding and train wrap
W
ith the Hindi GEC space
getting fiercely aggressive
with each passing day,
channels keep adopting new strate-
gies to increase their shares of the
ever fragmenting viewership pie.
Recently, Zee TV decided to
advance its weekday original pro-
gramming to 6 PM from Monday to
Friday, while Sony launched a new
weekly show with original content
to feed its Saturday 8 PM slot, with
an aim to tap into the male and
youth audience segment.
Now, the genre will witness one
more stunt to grab the untapped
audience set.
Star One, the second GEC
from the STAR stable, has extened
its prime time programming to
Saturdays, beginning November 27,
so as to give a boost to its viewer-
ship and fill the gap of fiction-based
shows over the weekends.
Star One will push its prime
time shows from five days a week
(Monday-Friday) to six days a week
(Monday-Saturday), with the line
up as follows: Yeh Ishq Haaye (8
PM), Pyaar Kii Ye Ek Kahaani (8.30
PM), Dhoondh Legi Manzil Humein
(9 PM), Geet (9.30 PM) and Odhani
(10 PM).
So why did Star One choose to
take such a step?
Speaking to afaqs! Reporter,
Nikhil Mirchandani, general man-
ager, Star One, says, “Research
shows that the television consump-
tion habit of viewers on weekends is
no different from that on weekdays.
Currently, the weekend slots are
heavier with weeklies, non-fiction
and reality content. Thus, we saw
that there was an opportunity to be
tapped, wherein we could fill the gap
and cater to the fiction-based view-
ers over the weekends (Saturdays).”
“Also, since audiences are gen-
erally hooked onto their favourite
shows during weekdays, this move
will help us aggregate eyeballs dur-
ing weekends. Viewers could sample
the channel and its shows and then
choose to stay back on it if they like
it. This could, therefore, translate
into loyal viewers on weekdays,” he
adds.
With this extension, Star One
will run 15 hours of original pro-
gramming (five shows) from 8 PM
Time for Some Ample Sample?
Saturdays are usually free of fiction shows. Star One plans to use this gap and
increase the sampling of its weekly fictions. By Anindita Sarkar
STAR ONE
With this extension, Star One will run
15 hours of original programming (five
shows) from 8PM to 10.30PM.
Mirchandani: on the weekend path
tes||ste¢ es ceje Jâ >>
5 2 afaqs! Reporter, December 1-15, 2010
54 afaqs! Reporter, December 1-15, 2010
T
he Indian economy
is estimated to have
grown over 7 per cent in
2009-10. According to the latest
Central Statistical Organisation
&62 GDWD ¿QDQFLDO VHUYLFHV
banking, insurance and real
estate sectors rose more than
9.7 per cent in 2009-10.
Investment is increasing and
India is surely a lucrative market.
The Securities and Exchange
Board of India (SEBI), puts the
number of registered Foreign
Institutional Investors (FIIs) at
1,710 till May this year. The
WRWDO ),, LQÀRZ LQ HTXLW\ GXULQJ
January to May 2010 was US$
ELOOLRQ 7KLV UHÀHFWV FRQ¿-
dence in Indian economy and
the same was also highlighted in
the Economic Survey 2009-10.
/DUJH ),, LQÀRZV LQ WKH FRXQWU\
led to strengthening of Indian
Rupee against the US Dollar.
According to Reserve Bank of
India, by June this year India’s
foreign exchange kitty stood at
$271 billion, an increase of $9.87
billion over the same period
last year.
Gujarat has been a major
investment region out of all the
states in India. Vibrant Gujarat
Summits, held bi-ennially since
2003 have helped attract
more than $300 billion worth
investments in the state. The
Government of Gujarat is organ-
ising the Fifth Vibrant Gujarat
Summit in January 2011
S P E C I A L I N V E S T ME N T R E G I O N S
With the Indian economy booming and striding past other major Asian players, exciting
times are beckoning. Gujarat is a part of the party.
THI CA\I CHANCIB:
IINANCIAI -ICTOB IN CI!ABAT
Dont-cho Bonk
Bo-oorch -ov-.
Cn|orot i- ono
ol tho mo-t
inon-trioli-oo
-toto-. with '¨.+
¡or cont ¡oo¡lo
living in town-
ono citio-.
Source: International Monetary Fund World Economic Outlook
COUNTRY/REGION 2009 2010
US -2.70% 1.50%
UK -4.40% 0.90%
EU -4.20% 0.30%
JAPAN -5.40% 1.70%
CHINA 8.50% 9.00%
INDIA 5.40% 6.40%
Advanced Economies -3.40% 1.30%
Emerging Economies 1.70% 5.10%
World -1.10% 3.10%

ECONOMIC GROWTH PROJECTIONS BY IMF
*8-$5$76(&7,21
5 5
afaqs! Reporter, December 1-15, 2010
in Gandhinagar, Gujarat.
According to a Deutsche Bank
Research report, Gujarat ranks
¿UVW LQ WKH µUHJLRQDO VFRULQJ WRRO¶
among 27 states in the country.
With a 50 million population and
the geographic area that is 6.2
per cent of the country, Gujarat
has a Gross State Domestic
Product (GSDP) of $45.3 billion,
and a per capita income of $915
at current prices. It is one of the
most industrialised states, with
37.4 per cent people living in
towns and cities.
The primary market in India
witnessed improved activity
during 2009-10. The number
of companies which accessed
the primary market was 76 in
2009-10 compared to 47 the
previous year. Amount mobilised
was `57.5 billion during 2009-
10, as against `16.22 mobilised
during 2008-09. The number of
Initial Public Offerings (IPOs)
increased to 39 in 2009-10 from
21 in 2008-09 and the number of
rights issue increased to 29 from
25 during the same period.
MONEY MATTERS
According to the global
economic growth projections by
the International Monetary Fund,
while India is expected to clock a
growth of 6.4 per cent this year,
the neighbouring China will grow
by 9 per cent.
While every other state in
India is striving hard for growth
and development, Gujarat has
always been at the forefront as
IDU DV WUDGLQJ LQ ¿QDQFLDO VHU-
vices is concerned. “Between 14
to 16 per cent of the total volume
of trade happening on the two
national commodity exchanges
(MCX and NCDEX) happens
from Gujarat,” said Naveen
Mathur, Associate Director,
Commodities and Currencies
Markets, Angel Broking.
Some of the reasons Mathur
attributed to the popular-
LW\ RI HTXLW\ DQG FRPPRGLWLHV
trading in Gujarat are higher
risk-taking appetite of Gujaratis,
rich entrepreneurial sense and
VRXQG ¿QDQFLDO HQYRURQPHQW LQ
the state.
According to the Socio-
Economic Review of the state
government, Gujarat demon-
strated a high industrial growth
rate of 12.5 per cent in the 2002-
07 period. The State is home to
over 800 large industrial units
and 3.20 lakh micro, small and
medium enterprises.
Gujarat has better infrastruc-
ture as compared to the other
states. There are 42 ports, 13
domestic airport and one interna-
tional airport. The state also has
extensive road and rail network.
Owing to better infrastructure the
state contributes 16 per cent to
the industrial production of the
country.
Gujarat is a leader in several
industrial sectors such as chemi-
cals, petrochemicals, drugs and
pharmaceuticals, dairy, cement
and ceramics, gems and jewel-
lery, textiles and engineering.
The 12 major industry groups
together account for 86 per cent
of total factories, 96 per cent of
WRWDO¿[HGFDSLWDOLQYHVWPHQW
per cent of the value of output
and 95 per cent of value-addition
in the state’s industrial products.
At current prices, the Gross
State Domestic Product (GSDP)
of Gujarat was about US$ 76.3
billion in 2007-08. The aver-
age annual GSDP growth rate
from 1999-2000 to 2007-08, was
about 15.8 per cent.
Gujarat was among the states
that recorded very high GSDP
growth rates in the last decade,
compared to the other states.
The state accounts for around
15 per cent of country’s stock
market capitalisation, 21 per
cent of exports and 9.5 per cent
of the work force. Gujarat is
the world’s largest producer
of castor and cumin, has
the largest gas-based sin-
gle location sponge iron
plant, the largest producer
of processed diamonds,
and the third largest denim
producer.
“In terms of trade volumes
IURP HTXLW\ PDUNHWV *XMDUDW
accounts for around 15 per
cent,” said Mayank Shah, CEO
of Anagram Capital Ltd.
For commodities, the state
has a major contribution. “Since
the state is the largest producer
of castor and cumin seeds, the
trade volume in agro-commodi-
ties from Gujarat is about 25 to
30 per cent of the total trade,”
Shah said.
People from Gujarat constitute
for major chunk of retail investors
of the national stock exchanges.
Both the stock exchanges now
have their websites in Gujarati
language as well.
“The website provides a win-
dow of information to traders,
investors and farmers from the
state and will go a long way in
popularising commodity futures
market among the community,”
B.C. Khatua, Chairman, Forward
Markets Commission had said
when MCX launched the Gujarati
language website two years ago.
People from Gujarat are
generally have acute business
and entrepreneurial instincts
DQG ¿QDQFLDO LQVWLWXWLRQV DUH
leaving no stone unturned to
KDUQHVV WKLV WR SUR¿WDELOLW\ DQG
commercial opportunities.
With rising per capita income,
growing interest in business
and entrepreneurship, improv-
LQJ LQIUDVWUXFWXUH DQG DGHTXDWH
governmental support, Gujarat is
surely on its way to growth and
¿QDQFLDOVXFFHVV„
Cn|orot occonnt- lor ovor 1¨ ¡or
cont ol conntrv'- -tock morkot
co¡itoli-otion. 21 ¡or cont ol ox¡ort-
ono 9.¨ ¡or cont ol tho
totol work lorco.
Source: IMF World Economic Outlook
RANK COUNTRY
1 China
2 India
3 United States
4 Russian Federation
5 Brazil

TOP FIVE FDI DESTINATIONS OF THE WORLD
56 afaqs! Reporter, December 1-15, 2010
1(:63(23/(
A compilation of some major people movements in the last fortnight
MARKETING
> Anant Pal Singh has joined Tata Teleservices as
GM, brands. His immediate mandate entails managing all
branding related activities for Virgin Mobile.
Tata Teleservices has five brands - Tata Indicom, Tata
Docomo, Virgin Mobile, Tata Walky and Tata Photon.
Prior to this, Singh was VP, Rediffusion Y&R, where
he headed the Airtel account as national business head.
At Tata Teleservices, Singh will report to Ritesh
Ghoshal, head, marketing communications, Tata Docomo
and Virgin Mobile. According to sources, the operations
for the two brands, Virgin and Docomo, are in the process
of being integrated. It, thus, follows that Singh’s position
is a new one.
Singh began his career with Ogilvy and later moved on
to Rediffusion Y&R. Singh joined Everest Brand Solutions
-- Rediffusion Y&R’s second agency - as account direc-
tor. Five years later, he moved up the ladder to head the
agency’s Delhi operations.
> Sports broadcaster ESPN STAR Sports (ESS) has
appointed Aloke Malik as managing director, South Asia,
which includes its India operations, ESPN Software India
(ESI), apart from Bangladesh, Sri Lanka, Nepal, Pakistan
and the Maldives. Earlier, Malik was chief operating officer,
East, Idea Cellular. He will be based in ESI’s Gurgaon head-
quarters and will report to Sawhney.
In his new role, Malik will head the management team
and look after the distribution, sales and marketing of
the company’s multi-media brands including ESPN STAR
Sports, STAR Cricket, espnstar.com, mobile ESPN and Event
Management Group.
An IIM Kolkata alumnus, Malik has more than 23 years
of experience in general management, marketing, sales
and distribution across a wide range of industries and
consumer groups and has worked in diverse international
markets such as Russia and Bangladesh. Some of his ear-
lier stints include local and multi-national companies such
as ITC, PepsiCo, Reliance Retail, Madura Garments and
Idea Cellular.
> Times Television Network has roped in Avinash Kaul
to head its Bollywood entertainment network, Zoom, as
chief executive officer. Kaul will report to Sunil Lulla, man-
aging director and chief executive officer, Times Television
Network.
Kaul brings to the network 12 years of experience in
the television business. He started his career as a media
planner with HTA Fulcrum, and later moved on to Discovery
Communications and STAR India. Subsequently, at NDTV
Media, he spent several years handling diverse portfolios
of operations and marketing and also headed its consulting
division.
> Dealsandyou.com has elevated
Gaurav Kachru to chief execu-
tive officer. Based out of Gurgaon,
Kachru will report to Harish Bahl,
founder and chief executive offic-
er, Smile Interactive Technologies
Group.
Prior to this, Kachru led new
business incubation and cor-
porate development functions
across the Smile Group, which
has businesses with WPP, Yahoo!,
the Scan Group, Group Buying Global AG and Brand Alliance
Network (private shopping).
In the past, Kachru led the Manpower Global Accounts
business in 14 countries across APAC. He also had a decade
long stint with General Electric. In his last assignment as coun-
try director, GE Transportation India, he helped grow sales for
the locomotive business.
Kachru is an MBA in finance and international busi-
ness from Narsee Monjee Institute of Management Studies,
Mumbai. He is also a certified Six Sigma professional.
> Tribal DDB India has
appointed Abhishake Das as
creative director wherein his
mandate will be to head the
creative function with a strate-
gic approach. Based in Mumbai,
he will report to Max Hegerman,
president, Tribal DDB, India
and work on brands such as
Volkswagen, Idea Cellular and
Wrigley. Earlier, Das was with
Zed Digital, the interactive arm of ZenithOptimedia. Armed
with more than seven years of experience, Das has worked
on brands such as VW, Puma, Hyundai, Adidas, Uninor,
Lufthansa, Nescafe, Intel and Microsoft.
> Media Contact, the digital arm of
Havas Media, has elevated Arnab
Mitra to regional director. Prior to
this, Mitra served in the capacity of
director with the company. As part of
his new mandate, he will look after
the agency’s South Asia operations.
Mitra joined Media Contacts in 2009.
Armed with a decade-long
experience in online communication,
Arnab has devised digital strate-
gies for brands like Accenture, Jet
Airways, Kingfisher Airlines, Dell, ASUS, Barclays, AXIS Bank,
Reliance, HSBC, TATA AIG, Asian paints, VW, Hugo Boss,
HDFC, ICICI Prudential and Skoda.
> Ravi Kabra, MD of Media Contacts’ SEM and SEO opera-
tions, Ecselis, based in Hyderabad, has been appointed as the
director of new business for South and Southeast Asia. He
will report to Anita Nayyar, CEO, Havas Media, South Asia and
Rajeev Bala, MD, Southeast Asia and India, Media Contacts.
He has been involved in online marketing since 1999,
encompassing various areas across e-marketing.
In his previous assignment, Kabra served as a senior
researcher with a leading Indian market research com-
pany wherein he worked with clients across industries on
quantitative research projects. Mitra joined Media Contacts
in 2009 and has earlier worked with Purple Media, a UK
-based agency.
DIGITAL
>> MOVEMENTS/APPOINTMENTS<<
ADVERTISING
> After spending over two years
with the agency, Aniruddha
Banerjee, chairman, Publicis
Ambience, has put in his papers.
His stint at Publicis Ambience
ended last month.
Banerjee joined Publicis
Ambience as its president and
chief operating officer in March
2007, after serving as president,
Mudra. In January this year, as
part of a senior level restructur-
ing, he was named chairperson, Publicis Ambience.
Banerjee began his advertising career with Contract
Advertising in 1988. Having spent two years there, he moved
to Bates for a stint that lasted eight years. He then joined Leo
Burnett as client services director and was soon elevated as
executive director and head at the agency.
After Leo Burnett, he joined Everest Brand Solutions in
November 2004 as chief operating officer. He was associ-
ated with the organisation for two years before he joined
Mudra.
> Ramachandran Venkatasubramanian, popularly
known as Venkat, has been appointed senior director, invest-
ments, MPG India. Prior to this, he was client leader, Maxus.
He had moved to Maxus from Lintas media Group where he
was heading the Maruti business as vice-president.
At MPG, he is expected to
handle the media requirements
for clients such as Hyundai,
MTS, Kohler, VLCC, M3M, Radico
Khaitan and many others.
Venkatasubramanian has 18
years of experience in the media
domain, having worked on a spec-
trum of brands including Adidas,
Parker, Visa and Maruti, across
agencies such as Media Direction
and Lintas Media Group.
MEDIA
to 10.30 PM. However, eventually,
that will be pushed up to 18 hours of
original content as the channel plans
to launch a new fiction show in the
10.30 PM band soon.
“We have launched three fiction
shows in less than a month. Once
these shows settle, we will bring in
a new show for the 10.30 PM band,”
adds Mirchandani.
So, is the strategy good enough
to help the channel gain viewership?
According to Manas Mishra,
executive vice-president and coun-
try head, Mudra Connext, the move
is definitely good and different as
“the channel is trying to put eggs in
different baskets instead of just one”.
He says, “Consumers do not put
on a different hat on a Saturday or
a Sunday. Rather, they have more
time on hand to watch better con-
tent. Right now, weekends cater to
specific genres - reality and movies.
There are not many fiction shows on
weekends. Therefore, the strategy
could actually work for the chan-
nel and in fact, could keep the small
town people hooked onto it.”
Satyajit Sen, CEO, Zenith-
Optimedia believes that if a particular
programme appeals to the audience,
“it really does not matter what for-
mat the show belongs to”.
“Traditionally, channels have
placed long format content such
as reality and movies on weekends
because audiences have more time at
hand. However, that does not mean
that other forms of content will
not work. It’s just that the content
has to be appealing enough. Also,
weekends are good to tap into the
audiences as it is a less competitive
environment,” he says.
STAR One will launch a mar-
keting campaign announcing the
extension of its programming line
up next week, playing along the core
thought: ‘Aap Shaniwaar ko kya kar
rahe hai?’
“80 per cent of the promotions
will be on the STAR Network,” says
Mirchandani. „
anindita.sarkar@afaqs.com
<< tes||ste¢ lrem ceje JZ
Time for...
58 afaqs! Reporter, December 1-15, 2010
%/2*)$46
What’s in a logo? Ask GAP
A
fter a public outcry on social
media, ‘GAP’ withdrew the
new logo it had introduced
and brought back the classic blue
box. This was in October.
More recently Airtel launched
its new logo and again it’s the social
media, which has been harsh and
unkind. Before we get into merits
and demerits of the case, let’s look
at what goes behind designing a
logo and how to judge one. Because
consumer outcry is one thing and
industry opinion is another.
To be fair, I want to gently
remind our tweeting and status-
updating judges the parameters for
gauging a good logo and view-
ing the design in the context of a
telecom brand. Iconic logos have
simple, yet magical qualities of
evoking an emotional response in
you, for instance when you look at
the golden arches of McDonald’s
you feel happy and hungry at the
same time. Ever thought why this
happens? It’s the colours, which do
the trick. Yellow arches make you
smile while the red McDonald’s
background makes you feel hungry.
It’s unbelievably true that the col-
our red makes your blood pressure
soar, and at the same time makes
your stomach rumble.
When you judge a logo you need
to keep five simple things in mind:
º Synho!isn: The symbol used
should signify and communi-
cate something about the brand’s
ambition or vision in a clearly
identifiable way while keeping the
historic, cultural and category rel-
evance in mind.
º Sty!c: The style should com-
municate the personality or
functionality or special attributes
of the brand like: indoor, outdoors,
cleanly, orderly, open or friendly.
º !ypography: Type should
communicate a certain feel and
vision of the brand. Type should
tell you whether the brand is stiff or
flexible, bold or fragile, feminine or
masculine and so on, in an instant.
º Rc!ationship: The graphics,
icons, type and colour used should
have a relationship with the target
group and company values, goals or
aspirations.
º Co!our: Colours used should
represent and relate to the business
and its aspirations. Colour used
should communicate the intended
message or emotion instantly.
Now let’s keep these parameters
and look at some telecom logos
through my point of view (not the
creator’s).
º Vodafonc: It uses speech mark
as a symbol to communicate the
brand’ s ambition. Needless to say
how simple it is for the people
to comprehend and connect with
the brand and the category. Styling
of the graphics is near perfect to
represent the preciseness with its
orderly alignments and placements.
Typography is bold, confident yet
very friendly with its lowercase
usage. Red, the colour of passion
and action, provides energy and
excitement to the brand. All the
elements are used to perfection
and is a classic example of art and
science of design coming together.
The logo of Vodafone is designed
by the London-based Brand Union.
º Lninor: Inspired by nature
and its role in the innovation in
Scandinavian culture, this pro-
peller like symbol was designed
to communicate the delicate bal-
ance of movement and change. It
uses a purposeful tranquil feeling
by delicately designing the sym-
bol and the typography. A delicate
and thin san serif font is used to
enhance Scandinavian design aes-
thetics. White, blue and black are
used in the identity to enhance the
‘Inspired by nature’ feel.
º Docono: Uses its name that
means ‘every where’ in Japanese
(Dokomo), this logo was designed
for the Indian market to commu-
nicate ‘Do the new’, hence the
fun typo design, keeping in line
with the brand promise. It’s styled
to perfection to connect with the
youth and VAS users. Graphics
are designed for flexibility to be
used freely. Colours are young and
vibrant and bring in fun and ener-
gy. This logo keeps the evolution
of the consumers in mind to bring
in flexibility for co-creation by the
consumers. The logo for Docomo
has been designed by Wolff Olins
of London.
º Airtc!: Uses alphabet ‘A’ in
lowercase in a causal yet dynamic
way. Spiraling ‘a’ almost gives you
a feeling of a tornado, generating
lots of kinetic energy. It’s styled in
a vibrant and youthful way to com-
municate with the changing Indian
consumers. Typography in the
Airtel logo is youthful and inviting
by using lowercase and reiterating
its values of friendly, approachable
service. The colour red is used for
depicting energy and passion of the
brand. The logo has been designed
by Brand Union.
Designing or judging logos is
a very difficult task especially for
telecom, which deals with more
interfaces and touch points than
most categories. Redesigning and
implementing a new identity is a
mammoth task, takes months to
reach every circle, leave alone the
streets.
While the new Airtel logo may
just have fallen short of critics’
expectations, it may well create
enough excitement in the market.
Who cares for critics that are inter-
ested in what could have been done
and in the missed opportunity?
When people embrace change they
do so with open arms.
Hope we can fill in the GAPs. „
Presenting afaqs! Reporter blogs:
Get insights and fun picks from our renowned panel.
K V SRIDHAR
NCD, Leo Burnett India
Airtel recently launched its new logo and social media has been harsh and unkind to it. Here’s a
look at what goes behind designing a logo and how to judge one.
F
O
T
O
C
O
R
P
Designing or judging logos is a very
difficult task especially for telecom,
which deals with more interfaces and
touch points than most categories.
6 0 afaqs! Reporter, December 1-15, 2010
(From Left) Vanita Kohli-Khandekar, Sarita Vij, Sudha Natrajan, Sandip Vij & Vineet
Singh Hukmani
Niraj Dutt with Sreekant Khandekar unveils Who? 2010 "Wanted Yesterday" at Work: (from left) Ralp Pais, Subhash Kamath, Rajeev Raja and Hitesh Dhutia
(Left) Sudha Natrajan & Jehangir Pocha (Left) Sreekant Khandekar & Kamal Oberoi
WHO’S WHO
Team AIDEM at the launch of Who? 2010
afaqs! released another edition of Who?, a comprehensive
listing of the people who matter in advertising, media and
marketing.
The book was launched by Sreekant Khandekar of afaqs!
and AIDEM’s Niraj Dutt on November 25th at the Delhi’s
hottest club, F Bar.
It was a treat to watch eminent members of the
advertising and media frat shake a leg to the tunes of
Wanted Yesterday, a rock band formed by three industry
hotshots - Prabhakar Mundkur, CEO, Percept H; Rajeev
Raja, national creative director, DDB Mudra Group and
Subhash Kamath, managing partner, BBH India.
Here’s a photo feature of the launch party that saw the
who’s who of the industry share some light moments.
6 1 afaqs! Reporter, December 1-15, 2010
3+272)($785(
(From Left) G Krishnan and Amit Kumar with a guest (Left) Alok Agrawal & Naresh Gupta
(Left) Satbir Singh & Prajjal Saha (Left) Suprio Guha Thakurta & Shouvik Roy (From Left) Sandeep Vij, Sarita Vij & Manish Vij
(Left) Vineet Singh Hukmani & Ramesh Krishnan
(From Left) Prathap P. Suthan, Maheshwer Peri, Vanita Kohli-Khandekar & R Rajmohan (From Left) Amit Tripathi, Dilip Venkatraman, Prasanna Singh, Sandeep Sharma &
G Krishnan
(From Left) R Rajmohan, Dilip Venkatraman, Ashish Bagga & Suresh Selveraj (From Left) Titus Upputuru, Navroze Dhondy & Sreekant Khandekar
3+272)($785(
A
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I
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K
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(From Left) Raghav Subramanian, Sudha Natrajan & Prathap Suthan
(From Left) Nagendra Choudhary, Anirban Chaudhuri & Kunal Gill
(From Left) Sandeep Vij, Shravani Sen, Samit Sinha & Vanita Kohli-Khandekar
(From Right) Niraj Dutt & Kartik Iyer
The Steal-a-Deal Offer
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Jaouary 1-15, 2010

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ANUJA CHAUHAN
Former Executive Creative Director
and V-P, JWT Delhi, and author
of The Zoya Factor and Battle For
Bittora
T
he series, The Wheel of Time by Robert
Jordan, is a fantasy epic with lots of sub-
layering in social psychology, philosophy
and interestingly, management. The most
striking aspect of the series is its treatment
of the classical good versus the evil battle.
While what is evil or ‘wrong’ is definitively
so, there is nothing which is definitively ‘right’. That sounds suspiciously
like a strategy! One is clear about what should not be done as compared
to what’s the right choice. It also has a mix of factors contributing to deci-
sion making at different points of the narrative. Decision making is not
about making choices from various isolationist factors; rather, it is about
choosing from different plausible equilibrium points in the environment.
I just finished reading the sequel to Salman Rushdie’s Haroun and the
Sea of Stories- a book called Luka and the Fire of Life. While Rushdie dedi-
cated the former to his elder son, the latter is for his younger son. The
fable is about magical realism and speaks of Luka’s quest for the fire of
life to save his dying father. There is something magical about the way
Rushdie talks about this; I love his language. It talks about the three ‘Jos’-
Jo Tha (the past), Jo Hai (the present) and Jo Hoga (the future).
Interestingly, Rushdie has based the story on a video game, perhaps
to maintain sync with the current generation. The protagonist plays nine
levels to reach his destination - the fire. The characters are lovely and it is
a complete Rushdie! The prequel, however, was better as it was penned
right after the fatwa; Rushdie had something to say
in that unlike in this one. In Haroun and the Sea of
Stories he has used free speech and imagination to
say something deep in a light way.
I’m not into genres - for me there are good
books and bad books; I do a lot of re-reading.
My favourite authors are Vikram Seth, Joseph
Heller, Georgette Heyer and Douglas Adams.
Catch 22 (by Joseph Heller) and Catcher
in the Rye (by J D Salinger) are my favourite
novels. Next on my reading list is Freedom by
Jonathan Franzen.
As told to Ashwini Gangal
MANAGERS WHO MAKE A
DIFFERENCE
\lerces|sj ¡etr mesejemes| :\|||:
ât|ler. I\ Kee
Ft|||:ler. Kes¢em het:e ls¢|e
T
he book, Managers Who Make A Difference -
Sharpening Your Management Skills, is a part of
IIM-Ahmedabad’s business books. This book high-
lights the qualities one needs to be a successful manager and how an executive
can enhance the qualities he/she already possesses. It also examines how
behaviour can shape the perception about managers at work. The book points
out the ways people can make use of their ambition, sense of purpose, perse-
verance, confidence, and resourcefulness to develop successful management
skills.
The book is illustrated with anecdotes and experiences of well-known
managers with an array of tips and self-assessment tools to sharpen one’s
management skills and is a non-academic book from the faculty of IIM
Ahmedabad.
New ârr|ºe|:
Kee¢|sj Keem
1(:6%22.6
6 6 afaqs! Reporter, December 1-15, 2010
A
banner ad titled - Build a dream car
was live across various websites like
Zigwheels.com, Carwale.com, Linkedin.
com, Moneycontrol.com, as well as the Google
content network this September.
When clicked, the banner ad redirected the
user to a website, Buildadreamcar.com.
The website was made like an online work-
shop, where users found more than 500 car parts
and accessories, which could be utilised to design
and build (assemble) a virtual car from scratch
and earned points in the process.
To develop the car, which was a five-stage
process, the user had to register on the website
and clear various stages. In the first stage, the
user was provided with basic car parts (such as
engine, gear-box and tyres), which needed to be
fixed accurately in the skeleton or chassis in order
to move to the next stage. In the later stages, the
user was asked to bring together various interior
and exterior parts of the vehicle, choose special
accessories and select a colour for the car.
Once the car-building process was complete,
the user was then asked to write a review of the
vehicle. The user who earned maximum points
was awarded a free holiday trip.
Surprisingly, neither the banner ads nor the
website revealed the name of the advertiser
behind the campaign. However, the develop-
ment of the site was credited to Mumbai-based
digital agency, Experience Commerce.
When contacted, Sandip Maiti, chief executive
officer of Experience Commerce said, “We can’t
divulge the name of advertiser at the moment.”
He, however, revealed, “The site was actually
a teaser campaign - targeted towards automobile
enthusiasts - launched by a leading automobile
manufacturer, to create buzz about its upcoming
vehicle. The advertiser will reveal its identity on
its own.”
Despite the confidentiality maintained by the
digital agency, it was not a tough task to decode
the brand behind the teaser campaign.
A close scan of forum discussions across
automobile portals such as Team-Bhp.com
and Cararzoo.com, combined with a search on
Google search for the keyword: Buildadreamcar
indicated that Buildadreamcar.com was associ-
ated with Tata Motors’ latest offering, Tata Aria,
a cross between a Sports Utility Vehicle (SUV)
and a Multi Utility Vehicle (MUV). The car was
launched in October this year.
Maiti, however, declined to comment on the
forum discussions and search results.
Did the website gain traction? The digital
agency claimed that 6,000 people started using
the site to build a dream car. Of that, about 90 per
cent registered through e-mail IDs, while the rest
accessed the site through the Facebook Connect
option. The average time spent on the site was
seven minutes.
To get this traction, the advertiser had already
served more than 50 lakh banner ad impressions
on various websites. A Facebook brand page,
which gathered more than 500 fans, was also cre-
ated for the campaign.
As per an industry estimate, the advertiser
(Tata Motors) must have already spent up to `10
lakh on website development and the banner ad
campaign. Indeed, a smart way of engaging the
customer and driving home the buzz. „
kapil.ohri@afaqs.com
60$57,'($
Putting the Pieces Together
Over 6,000 people used the site, of that about 90 per
cent registered through e-mail IDs.
TATA MOTORS
A digital initiative, Buildadreamcar.com, was live on the internet in September to promote Tata Motor’s
Aria, enabling visitors to design and assemble a virtual car from scratch. By Kapil Ohri
6 8 afaqs! Reporter, December 1-15, 2010
-2%6:,7&+
70 afaqs! Reporter, December 1-15, 2010
JOBSWITCH
Organization Name: Tribal
Fusion R & D India Pvt Ltd.
Position: Marketing Manager
Location: Delhi/NCR
Profile: The applicant should
possess Masters degree with major
in marketing or communications,
and should have 6 -8 years of
experience in Public Relations or
journalism.
Email: careers-india@exponential.
com
.............................................................
Organization Name: JWT
Connect
Position: Account Manager/
Account Director
Location: Mumbai
Profile: The successful applicant
will be accountable for all aspects
of account management for 2-3
key clients. The role would include
creative strategy & execution,
campaign management, B2B
marketing, basic analytics, data
driven marketing and loyalty
program management. Preference
will be given to candidates who
are Post graduate in Marketing
and/or Mass Communication
and to those with experience in
Direct marketing, B2B marketing,
digital communication, campaign
management & CRM.
Email: gopal.modi@jwt.com,
sindhu.sheth@jwt.com
.............................................................
Organization Name: BVU Media
Limited
Position: Director - Business
Development
Location: Mumbai
Profile: The applicant should
be a MBA Marketing or related
with at least 5 years of experience
in similar field. She/ He should
be a focused and result oriented
individual capable of converting
meaningful leads to lasting business
revenues and should have thorough
knowledge of event industry,
functions and presentation skills.
Besides, she/ he will have to explore
new business opportunities, identify
markets and contribute strategically
to the growth and direction of the
organization.
Email: engage@bvumedialtd.com
..........................................................
Organization Name: Music
Broadcast Private Ltd
Position: Marketing Manager
Location: Delhi
Profile: The candidate must have
strong analytical skills with excellent
relationship building skills. At least
5-6 years of relevant experience is
desired
Email: zeliad@myradiocity.com
..........................................................
Organization Name: Jawed Habib
Hair & Beauty Ltd
Position: Art Director/ Visualizer
Location: Noida
Profile: Art Director should have
excellent work portfolio to show 5
to 10 years of experience from any
ad agency of repute with academic
training at a reputed institute.
She/he will be responsible for
visualization of Ads, Promotional
Material, and Website Design etc.
Copywriter will have to write copies
for Ads, Promotional Literature,
Website, Ad Film scripting etc.
She/ he should also be good at
concept development and should
have academic training at a reputed
institute like MICA, Lintas Ad
School, etc. Besides, she/he should
have excellent work portfolio to
show and be willing to sit for copy
test. 5 years experienced from any
ad agency of repute is desired.
Email: recruitment@jawedhabib.
co.in
..........................................................
Organization Name: MRM
Worldwide
Position: Art Director and Account
Director
Location: Mumbai
Profile: -Art Director: The
applicant should have a degree
in art from an institute of repute,
hands off experience in Digital
Design of over 7 years, thorough
understanding of digital medium
and the ability to generate &
visualize ideas quickly, manage
creative projects and translate
servicing briefs into creative
strategies for online media.
Account Director: The candidate
will be responsible for successful
development & implementation of
both global & local client campaigns,
identifying & progress strategic
development & new business
opportunities with clients, work
with the MRM Team to ensure
leverage and appropriate application
of guidance for Global initiatives. At
least 6 years of experience within an
Agency or the Client side is desired.
Email: manoj.mansukhani@
mccann.com
..........................................................
Organization Name: Aim High
Consulting
Position: PR Manager
Location: Delhi, Bangalore,
Chennai, Mumbai
Profile: PR Manager will be
responsible for the work and
development of team’s PR
Executives and PR Consultants and
act as the day to day contact for
clients. She/ He will be responsible
for Strategy development and
implementation of PR plan in
support of business goals; Writing
including senior management
communications, media engagement
plans and related materials, issues
briefs and communications plans
and Handling media relations & PR
activities. Relevant experience of 4-7
years with Mass Communication/
Diploma in Public Relations from a
reputed organization is desired.
Email: hr@aimhighindia.com
..........................................................
Organization Name: Three d
holograms pvt. Ltd.
Position: GM- Marketing
Location: Mumbai
Profile: The candidate must
hold Diploma/Degree in
Media Marketing / Sales / Mass
Communication along with
knowledge of different types of
medias for OOH and POP, POS
and digital signage. At least 10 years
of experience is desired.
Email: dayal@threedholograms.com
..........................................................
Organization Name: Xebec
Communications Private Limited &
Xebec e-Media Technologies
Position: General Manager - Client
Servicing
Location: Mumbai
Profile: The applicant should have
minimum 7 years of ad agency
experience, working at Client
Servicing profile, besides having
knowledge about various verticals
i.e. Print, TV, Radio, Outdoor etc.
She/ He needs to have Excellent
Communication skills and prior
experience of managing a team.
Email: archanap@xebecindia.com
..........................................................
Organization Name: GKB Lens
Pvt Ltd
Position: Manager - Advertisement
& Communication
Location: Kolkata
Profile: The candidate should be
young, smart, dynamic and should
be from creative background.
She/He should have good
communication skills and should be
proficient in operating multimedia
softwares. At least 2 years of relevant
work experience is desired.
Email: careers@gkblens.com
To advertise, contact:
Neha Arora
Ph: 0120 4077866
email: neha.arora@afaqs.com
Tejal Kantharia
Ph: 022-40429708, 09619442284
email: tejal.kantharia@afaqs.com
To view other jobs in Marketing,
Media and Advertising, log on to:
http://jobs.afaqs.com
Prajavani, the flagship Kannada daily from The Printers Mysore Group,
yet again proves that it is indeed the most trusted and respected in the
category. Now with a total of 64.15 lakh* readers! That too at a time,
when the print industry has generally shown signs of sluggishness.
More and more Kannada readers choose Prajavani, because it is the
voice of Karnataka. A trusted, dynamic voice you cannot ignore.
Growth comes naturally to us. This time it was even faster!
An incredible 3,26,000 more readers.

*
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ZZZSUDMDYDQLHSDSHUFRP
The influence of truth
;V\USVJR[OLWV^LYVM[OPZNYV\WJHSS! Sudip Nag, GM (Advertisement) - 96861 88840. )HUNHSVYL! Vijaya R - 98440 92091, Tony Doulton
- 98450 67371, Anantha Krishnan - 81477 52856 +LSOP! Deepak Menon - 98106 65814 2VSRH[H! Kaushik Laha - 98303 23151
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Or LTHPS!ads@deccanherald.co.in
PRAJAVANI THE MOST TRUSTED KANNADA DAILY
*
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c
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:

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2

EDITORIAL
This fortnight... T
Volume 1, Issue 23
EDITOR

he mobile telephony business is on the threshold of a transformation. ‘Voice on the move’ created a business that, in just 15 years, has grown into a phenomenon with an annual turnover of `150,000 crore. Now with 3G upon us, mobile telephony is entering the next phase. In just a couple of years, we will do far more with our mobile than we can even begin to imagine. What does this mean to all of us in media and marketing communications? Telecom is one of the biggest advertising spenders in India and as its priorities change, so too will its message and the media channels it employs. All this is the subject of this fortnight’s cover story, ‘3G Takeoff’.

Sreekant Khandekar
PUBLISHER

Prasanna Singh
CONSULTING EDITOR

M Venkatesh
CONTRIBUTING EDITOR

Prajjal Saha
SENIOR LAYOUT ARTIST

Vinay Dominic
LOGISTICS

December 1-15, 2010

Volume 1, Issue 23

` 50

38
FACEBOOK

32

There are three factors that will, together, dramatically alter the Indian mobile telephony landscape. The first factor, of course, is the coming of 3G which will allow subscribers to use data in all forms – be it web browsing or watching video or downloading applications or games – easily. Better bandwidth means little, however, if there isn’t enough content. While traditional content is available on the mobile web, market leader Nokia has been slow in developing applications which have driven mobile data consumption in many countries. Now, the rise of the Google-created Android platform has fired up developers to create apps and a number of handset makers have aligned with the platform. So, that’s factor two.

Rajesh Kanwal
ADVERTISING ENQUIRIES

Trying Out
Will its messaging system hurt e-mail services?

28

Hansika Koli, (0120) 4077834 4077837 Noida Varun Mohan, (022) 40429702-5 Mumbai Neeraj Ranjan, 09886846842 Bangalore mktg@afaqs.com
Marketing Office

L’ORÉAL

Reveal Your Talents
An unusual e-initiative to hire Generation Y.

44

3G
What it means for the telecom business and how it might change the nature of advertising in one of India’s largest spending categories.

B-3, First Floor, Sector-4, Noida-201301. Tel: (0120) 4077800.
Mumbai

PROFILE

Yubaraj Bhattacharya
The new CEO of Mahuaa has to change perceptions. HERO HONDA

TAKEOFF

A Friendly Ride
KOTAK MAHINDRA

10 14 20 58

Silver Side Up
COCA-COLA AND NESTLÉ BLOG

Better bandwidth and the abundance of applications still wouldn’t work unless users have affordable handsets with bigger screens that take advantage of the environment. That brings me to the third factor that will fire up the mobile scene: Micromax and company. Thanks to a bunch of aggressive new brands, Indians can now aspire to own handsets that are loaded with features and are yet affordable.
Ice Tea on the Rocks! KV Sridhar

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

Nearly 10 million Indians are already getting on to the mobile web every month. According to Opera Mini, the mobile web browser, the typical Indian downloads about 7MB of data and about 400 pages on his or her mobile each month. We may not have noticed it but the revolution has already begun.

Garima Agnihotri, (0120) 4077837 subscriptions@afaqs.com Printed, published, and owned by Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Paras Offset Pvt. Ltd., C-176, Naraina Industrial Area, Phase I, New Delhi 110 028.

Sreekant Khandekar sreekant.khandekar@afaqs.com

Cover Illustration Tiffin Box

CONTENTS
PHOTO FEATURE

60
Who’s who
Spotted were the biggies of the fraternity.

PLUS
BRITANNIA CAKES

Yummy Nursery Rhymes 16
DEFINING MOMENTS

I Venkat
GOOGLE

40 42 46 46 50 52

NAIDUNIA DISHA

42 30

Going Local
AFAQS! & RADIO ONE

Targeting Young
The daily is being published for students across Indore.

12
LOOP MOBILE RELIGARE

22

Getting Together
SONY

Swapping Wives
HORLICKS NUTRIBAR

POINTS OF VIEW
Could special interest newspapers work in India?

Profitable Niche Papers

Endless Reasons
GOOD KNIGHT

All That’s Purple
The service provider has launched a brand campaign.

Simplifying Solutions
Communicating through an endearing message.

Naturally Bite Free!

afaqs! Reporter, December 1-15, 2 0 1 0

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Ralph Lauren and Diesel under its umbrella. The company has Kiehl’s> The 160-year-old premium skin care brand of the introduced about US. QUOTE OF THE FORTNIGHT ‘‘If consumers are not talking about us in the same space as the young and trendy Fastrack. Porsche also plans to expand its presence across India with operations to be opened in Ahmedabad. “Our focus on Smartphones get it will launch months. Porsche> The luxury carmaker. he added. LG has the target it will launch included 40 bundled 12 new phones in the 15 per cent next six months. 2011 will be acceleration phase for LG Mobiles. 6WHS 'RZQ 6WHS 8S LG INDIA 1(:6%8//(7. which will be added to the miles tally of the parent. we have a problem. INOX has 38 multiplexes and 144 screens in 25 cities across India. Hyundai Motor. out of which has decided to exit the low end seg.MARKETING B uoyed by phenomenal growth 500 exclusive LG mobile galleries. applications.1 Sponsored by al turnover of around `3. The facility offers 5.One with Google offers unfiltered ry. in the coming years and LG will two of 12 products in the offing will focus only on the smartphone seg.LG phone business with Optimus One. CATEGORY HEAD (DEODORANTS AND ORAL CARE) ON POSITIONING OF AXE. has renewed its corporate identity standards to ensure uniform brand identity and competitiveness across showrooms and workshops for its customers. The market share in apps and an application that recognises voice company has allotted `350 crore as marketthe smartphone commands.800. The acquisition will help Dabur boost its presence in Africa.000. LG announced that it will growth in the Indian mobile market focus mainly on Android. Giorgio Armani. Bengaluru.40 per cent will be Smartphones. IN BUSINESS STANDARD. has also launched one of its most In future we will re-enter the feature innovative smart devices from the Optimus series . With the introduction of this new programme. Sharp is aiming at a `1. In line with its new strategy.2 Froyo right time. Malleswaram including JP Nagar. or a Coke or Pepsi. Optimus to the world of applications.Seven is expected to be priced at a litpany has identified mobile phones tle more than `25. With respect to the operating sysmanaging director.000 square feet of showroom space. LG ment in the short term. Apart smartphone category LG intends to from regular Android in India. To achieve capture 12 to phone features. including the latest arrival . Garuda Mall.devices in the coming Shin adds. achieve that tar. following New Delhi and Mumbai.the new Porsche Cayenne. Based on its increased brand value. INOX> INOX Leisure recently launched its fourth multiplex at the Bangalore Central Mall. Next year the company plans to cost feature phone segment. nearly 25 per cent of Dabur’s consolidated revenue would be generated overseas.500. WiFi of market share in the and A-GPS. launch other Optimus embedding loads of series devices.” based phone with LG has announced a 3. LG India. making Optimus One is priced at a market phones ready to use with exposure operating price of `13. recently opened its third showroom in the upmarket Jubilee Hill.diverse multimedia options ensure a duce 15 million phones by next year. The implementation will happen across Hyundai Motor company globally. Hyderabad. 2 0 1 0 . has brands such as Lancome. “Smartphones are poised to drive tem (OS). Kingfisher Airlines becomes the first airline from India to let young flyers earn King Miles when they fly. The current management team.device one of the easiest to use in the work by 25. however. Sharp> The electronic company. With this acquisition. Hyundai Motor> The second largest car manufacturer in India.118 seats.400 crore recently acquired the US based Namaste Laboratories. for example. Convenient user interface and its Pune plant from 8 million to pro. The Porsche Centre Hyderabad is home to the entire Porsche product range. The Optimus as a strategic growth engine catego. accordingly. and to it will launch several 2011. LG has also said ing investment for category. recently unveild four mobile handsets priced between `6. Marketing investments by the ment. JP Nagar with four screens and 1. With this launch. 3 megture 12 to 15 per cent apixel camera. the South Korean electronics giant LG launch 55 new models. The only qualification for a young flyer to become a member of Little Wings is that a parent has to be a member of King Club. said.” Shin adds. The company will also are therefore premonths.’’ SRINANDAN SUNDARAM. in the smartphone segment “We also have an ambitious target and facing stiff competition of 80 per cent revenue growth in from domestic players in the low mobile business by 2011. Dabur> The fourth largest Indian FMCG firm with an annu- HMIL plans to implement the corporate identity at its 320 outlets by end of December.200-crore business by the end of the financial year 2012. led by Namaste founder and CEO Gary Gardner would continue.1 inch capacitive that it intends to captouch screen. mobile environment that makes this It is also expanding its retail net.run on the Windows Phone 7 OS.company would also be aligned phone Optimus One.” Further. recently opened its first flagship store in Delhi. Porsche. The `499 to `3. the company is also and genuine smart phone experiincreasing the production capacity of ence. Moon B Shin. Kingfisher Airlines> Kingfisher Airlines has announced the launch of Little Wings . Thus INOX now has a total of 18 screens in Bengaluru in Jayanagar.500 and `18. The company registered a topline of `400 crore in 2009-10 and hopes to increase the figure by `100 crore more in the current fiscal. The brand sits in the luxury division of L’Oréal Group and hap126 products in fastest selling brand in the price range of pens to be theluxury division of L’Oréalits portfolio. Kiehl’s. HMIL has designed a new 3D chrome signature to reflect a refined confident brand.000. Nationally.000 outlets and market.a new frequent flyer programme created for young flyers between the age of 3 and 12 years. We in the next six Windows Phone 7 OS. Therefore. December 1-15. At the launch of LG’s latest smart. that the com. which better products at the is an Android 2. 4 afaqs! Reporter. Chandigarh. Sharp. Chennai and Kochi. including a will deliver the 12 new phones tablet PC 7called LG Optimus running ultimate consumer experience. HUL. the company expects to garner a market share of three per cent within a year.

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ming in January. Mangalam Group Mangalam Group> The Mangalam Group of Publications plans to foray into the electronic media. TV the recently launched music channel. spent `305 crore outsourcing of production and coverage facilities and in the broadcast hosting of website for the broadcaster. Bengali. This is because of which 24 per cent content still Channel [V]’s performance since its comprises music. The has helped us garner channel also intends good youth viewerto come up with new ship.2-0. Nepali. According to the TAM data complete and holistic brand solutions for Week 45 (C&S. an absolute courtroom drama. Music India is at 4. its ad rates while providing clients Zing is at 1. Fiction also has seasons of its flagship a certain measure of programmes. Roomies. QUOTE OF THE FORTNIGHT FOTOCORP ‘‘Two-three years back. its advertisin creating a demand for the channel ing revenues have also witnessed a threefold growth. will start the channel with an investment of ` 50 crore. Dare 2 Date is also being relaunched. sales. amongst advertisers. the channel Prem Kamath. 15+. ERNST & YOUNG. while VH1 with its expertise across all platforms. says. is the strategy of providing front. “While we will be has launched 24 shows. Additionally.Music has a market share of 11. and ETC stand at 1.channel will add two fiction shows to its original programtion property. Channel [V]. B4U plans to further increase its non.4 per cent. But now there are many revenue streams opening up. Two wheelers. general manager. IN THE FINANCIAL EXPRESS. STAR India. drinks and deodorants contributed the most to the ad sales revenue. local voice. Big CBS Spark and Big CBS Love. In addition to this.2 per cent. The company is targeting viewers in the big metros and tier II cities through this deal. which include online. HSM). gramming lineup ent. Amongst programming mix. local station.BUSINESS ADVISORY SERVICES.1 Sponsored by Big CBS> Big CBS Networks has closed another deal with Hathway Cable and Datacom. presistill has to catch Fourteen months dent. followed by 9XM. we will also look at upping the lineup extremely fresh. December 1-15. It plans to foray into the electronic plan to launch a news and an entertainment channel by mid-2011. which has an annual turnover of `60 crore. PARTNER . with 14. channel is also looking at increasing Imagine Showbiz is at 2. revenues will plans seem to be launched after March automatically flow in.5 per cent. channel claims that the increase in We have grown from a 0. which has of our original content in the line.1 per cent. to clients. Sony has decided to advance its Saturday weekend prime time to 8 PM. the the ad rates will vary petitors on the channel has increased its format-show profrom client to cliviewership front.77 crore was spent of CWG . the fiction genre because our current fic. remarks.25 per cent (during relaunch) to market share today. Channel [V] Bindass is at 11. Lower in the list is Channel wherein the thrust will be to push up [V] at 8. about ` 75. His methods are as bizarre as using magical gimmicks. satellite rights were not a big source of revenue.Big CBS Prime. Both the channels will broadcast its logo as an all-white logo. after which they will be available on an a-la-carte basis. And now.since its relaunch.7 per cent. Meanwhile the launch has increased consistently. three years back. With its motto of local people.MEDIA I MTV is at 13. The deal covers both Hathway’s own as well as its JV networks across all relevant markets.” ambitious as it 2011. The first channel by the group will be called media with an Mangalam and will be in Malayalam. The new Zee Cafe logo aims to connect to the contemporary outlook of today’s viewers while Zee Studio’s endeavour is to make TV movie watching an experience. the other factor that The channel’s plans seem ambitious as it still has to catch up with helped in attracting advertisers on its competitors on the viewership board.3 per cent market share. Both the channels will be available free of cost to Rogers Digital Cable customers in Ontario as an introductory offer for the first two months. TV Today joins hand with Roger Communications to get a launch pad in Canada. Radio Misty> Radio Misty 94. The publishing initial investment division.” Kamath says. an average looking at increasing the proportion of two shows a month. leads the genre with 15. an unconventional lawyer who uses every trick in the book to deliver justice. If it is sucThe channel’s Ex and Love Net will be cessful in its appeal to viewers. E24 at 8 per cent the fraction of fiction content in the and Zoom at 6.1 per cent each. per cent. while the final product can be new seasons of Axe Ur controlled. Zee Network> Zee Network has re-engineered Zee Cafe and Zee Studio. which was launched last month. 2 0 1 0 .7 per cent. The association is formed to distribute the premium English GECs .7 per cent.helped to keep up its programming up. TV Today Network> The TV Today Network has joined hands with Rogers Communications to launch Aaj Tak and Headlines Today in Canada.81 per cent 0. The radio station started its journey from Siliguri in West Bengal on November 14. In the past 14 months. The new storytelling it can talk season of Truth Love about a specific aspect Cash was rolled out of the youth and the last month.81 per cent (Week 45). The show will revolve around KD Pathak (Ronit Roy). “While up with its com. (\HLQJ *URZWK CHANNEL [V] 1(:6%8//(7. of `50 crore.3 FM has turned three. while n an attempt to augment its youth viewership. cosmetics. The slot houses its big ticket property.in increasing its market share from launch period to a 0.3 per the non-music content has helped cent market share during the re. we are looking at to about 76 per cent increasing our ad rates by 30-40 per cent. covering both analog and digital cable TV platforms. the others. English and Bhojpuri. towards rentals and upgrading of infrastructure and facilities. ON THE SATELLITE RIGHTS OF BOLLYWOOD FILMS. Radio Misty airs music and shows in five different languages namely Hindi. local choice. and on-ground activities. This has helped 0.4 music original programming lineup. Sony> In an attempt to expand its weekend programming and to help add more youth and male audience to its viewership.8 per cent.’’ ASHOK RAJGOPAL. 6 afaqs! Reporter. Ambika Soni has Prasar Bharti> The information and broadcasting minister Ambika Soni informed the Rajya Sabha that informed that Prasar crore in the broadPrasar Bharti has cast of Bharti has spent about `305The spends include the Commonwealth Games. Kevin Vaz. Adaalat. soft Mastiii.

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IN BRAND EQUITY. I. Sorento Healthcare picked up three bronzes.Direct to Consumer Category.’’ ROBIN WIGHT. 8QGHU 7KH 6FDQQHU ASCI/EDUCATION SECTOR 1(:6%8//(7. 8 afaqs! Reporter. Maruti Suzuki is making its foray into the luxury sedan segment. The agency will be looking at a mix of below-the-line and above-the-line communication. Saatchi & Saatchi and Lowe Lintas. Direct to Consumer . >> ACCOUNT MOVEMENT > Maruti Suzuki is gearing up to launch its sports sedan. one that is different from that of the compact car. The brand’s TG falls in the 20-35 years age group. PRESIDENT. two Indian agencies. Colgate was able sector since the guidelines went up to substantiate its claims of ‘relief on the website for public viewing in from pain for sensitive teeth’ and ‘three out of every four dentists August this year. The other agencies empanelled by the compamy are Euro RSCG. was found to be misleading from because advertising for the sector has the aspect of its visual showing galloped and consumer complaints ‘other’ toothpastes having only one have grown as well. The company awarded the mandate to Meridian after evaluating a few other agencies. Alan Collaco. As per industry sources. A multi-agency pitch was called for at the end of the contract period. while McCann managed to get one. Sorento Healthcare and McCann Healthcare India made it to the winners’ list. realty and appliances companies. ASCI has out of four dentists recommending received the maximum number of them. says. Career Launcher could not substantiate advertising. Uninor had signed a one-year contract with Navia Asia in November 2009.ADVERTISING T he self regulatory general. were against educational institutes. With the Kizashi.I. The account will be handled out of the agency’s New Delhi branch. WIGHT COLLINS RUTHERFORD SCOTT. the leaflets were withdrawn not substantiate its claim of being from the market and the website the No. OOH has been a crucial pillar for the company since its launch wherein Uninor has established itself as a non-celebrity brand that is built around people. McCann Healthcare India earned its bronze in the Poster. Similarly. Following the CCC withdraw ads as the institute could decision. its media spends are pegged at `4-5 crore. six were against the ads supporting data.M. from smaller towns as well. with selective TV campaigns. Talwalkars Better Value Fitness (TBVFL). which is Maruti Suzuki’s AOR.Over the Counter (OTC) category.Direct to Consumer Category. another coaching contents of competitors’ products institute. However. The upcoming campaign is expected to utilise extensive outdoor and print. ASCI’s Consumer Complaints Council (CCC) upheld three against the Dabur complaints against ASCI has Pudin Hara’s ad the ads of Career received the which claimed that Launcher as the claims could not be maximum number the product does not contain any substantiated. secretary substantiated. > After an association of more than five years with Euro RSCG. An equal number of mid-sized and large agencies are participating in the pitch process. when the figure was actually complaints against the education more. TVCs. THE ENGINE GROUP AND CO-FOUNDER. The agency won the business after a multi-agency pitch. focus will be on digital. the most successful In a case of comparative trainer in Mumbai. was asked to were artificial. > Uninor has moved its pan-India OOH account from Navia Asia to Mudra Max. Of the 12 complaints received recommend Colgate Sensitive’ with by ASCI. 2 0 1 0 . an ice-cream brand any of the claims with data and of Kochi based Supreme Food hence. Most of its earlier communication has primarily been print-led. This signifies a shift in domain for the brand. December 1-15. A claim by Education Matters advertiser. find a way to refresh it. The media duties will be handled by Lintas Media Group. on-ground activation and creation of brand partnerships.1 Sponsored by Talwalkars Better Value Fitness> Health club chain. Maruti Kizashi in India. travel. currently sells Suzuki Kizashi in the US and Japan. The of complaints chemicals. is looking for a creative and a media agency. T. The third bronze came in the Direct Mail . the CCC asked for the was found to be misleading the consumers by claiming that the ads to be withdrawn. Sorento won two bronzes in the Poster .1 institute for GMAT at the content was modified by the time.MeriiBoy Ice Cream. For future communication. Strategies ahead are slated to witness much innovation. the creative mandate of Dainik Bhaskar and Divya Bhaskar has shifted to Meridian. Suzuki.E. Sorento and McCann Healthcare> At the second edition of the Clio Healthcare Awards 2010. education sector to substantiate the claim of ‘relief from number of students since August. Clause1. Scarecrow was awarded the mandate on the basis of a campaign it had done in February this year for Shriram Transport Finance Company. The complaint against Nirali on its website about its association with the British Deputy High Appliances of claiming savings Commission was unsubstantiated on electricity and several power and it was directed to withdraw the related claims was found to be unsubstantiated: it had to not been claim from its website. However. in which Maruti’s other roster agencies. ASCI.” Other than educational institutes. complaints pertained against the the company was able to claims of the highest success rate. ON HOW ADVERTISING OUGHT TO BE IN TODAY’S BRAVE NEW WORLD. > Scarecrow Communications has been given the mandate to handle BPCL’s retail initiatives. recently introduced a TVC of Colgate Sensitive toothpaste guidelines for the education sector. Uninor’s creative duties lie with Leo Burnett while its media agency is Zenith Optimedia. The automobile major has awarded the brand’s creative mandate to Dentsu Creative Impact. under ASCI code’s Chapter Industries . It could be so-andso agency versus the people of India. QUOTE OF THE FORTNIGHT ‘‘A piece of advice for the Indian creative brigade: if your campaign is worn out. CCC also upheld the complaints of education institutes and the rest from FMCG. pain and acidity’ with taking tests and being supporting data. Open it up to the public. the Japanese auto major and parent company of Maruti India. “More than 50 voluntary organisation of per cent of the complaints this time the advertising industry. Publicis Capital and Lowe Lintas participated as well. Uninor is likely to spend ` 60-75 crore on out-of-home. Advertising Standards Council of India (ASCI).

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brand and media. not the product.” The TVC for the Splendor NXG spells out the story of three close friends. He adds that the USP of mileage has been downplayed deliberately as the purpose is to sell the brand. 2 0 1 0 .” The creative duties lie with JWT Delhi. He continues dancing while the girl is walking. Bharti Airtel. The TVCs will be onair for four to six weeks and will be followed by other campaigns. JWT Delhi. titled Street Performer. By Ashwini Gangal message of mileage with the words Jitni door yaari jaye. The first TVC. the very next moment. anywhere and at anytime. such as live experiences on the go. The next instant. “Agreed that friendship has been used as a context in bike ads in the past but this is the first time that it is being owned as the positioning. says. The ad uses life stage positioning and targets young adults between 21-24 years. Bharti Airtel’s latest campaign unveils the new logo and highlights the new positioning and new offerings. Hero Honda Motors says that. the idea was to talk to consumers directly. the girl once again meets the man on the platform and happily hugs him. The girl stays for a while to watch him but leaves when she realises that she is getting late. Splendor NXG plays the role of a flanker by arresting any leakages from the mother brand. which caters to anyone. December 1-15. JWT Delhi. stops and finds that the girl has left. Aiming to move beyond the transactional aspects of owning a bike. He says. who part ways as children to pursue their ambitions but reunite as adults. The man. The TVC ends with a VO: In Airtel’s world. Adrian Miller. Utni door yeh gaadi jaye. executive business director. the communication highlights functionality with emotionality. while. the girl comes running towards the man and hugs him. A sentimental feel to this story is provided by both.6. “The TG comprises youngsters who’re living away from their homes or working in their first jobs and are closer to their friends FRQWLQXHG RQ SDJH  > > 10 afaqs! Reporter. The campaign positions the motor-bike as Yaari ki Gaadi. The brand is handled by JWT. only to meet the man again. Mohit Beotra. has recently launched an ad campaign to re-position the Splendor NXG. The girl hops into the taxi and both of them leave together. bidding adieu to the girl inside. Next. The television commercial ends with a voice over stating that in Airtel’s world. The motive was to say that Airtel is one of the biggest brands. “The TVCs showcase our new services and the new brand value of Airtel.” For Maneesh Rangra. senior-VP. shows a couple bumping into each other repeatedly after having said goodbye. entertainment will never stop. a girl walks down the street. Airtel has launched two TVCs to mark the change. says. So.1(:6$'9(57. marketing and sales. Splendor. Maxus handles the media duties. this time in a cab.” elaborates Jitender Dabas. a brand that already has a lot of emotional equity with its consumers. by creating a different experience in the telecom space. A teaser campaign that rolled out in the first week of October gave way to a full-fledged campaign a week later. The TVC begins with a couple who looks very sad as the young man is leaving. chief creative officer. Anil Dua. They say goodbye to each other and the girl turns away. as the young man boards the train. who’re on the thresh- H ero Honda. As the train leaves. he finds the girl in a nearby café and is very excited to see her. wherein we shall talk about more exciting new services we have for our consumers. executive planning director and vice-president. The television commercial then shows the couple happily walking across the city. the man asks the cabbie to stop the taxi and gets out. “We have integrated the old of their quest to create their own identity. 1 mobile operator. who is still dancing. However. head. Later. They enter a metro station and once again are very sad. Dil jo chahe paas laye. Then. “It was very clear (Left) Rangra and Miller: endless performance FRQWLQXHG RQ SDJH  > > than their parents. Dabas says. you’ll never be away from your close ones.1* Shedding the Past India’s No. Speaking on the TVCs. she stops as she sees the young man performing interesting dance moves. By Anushree Bhattacharyya BHARTI AIRTEL I n addition to redoing its logo. he follows and catches up with her. The second TVC. The film unfolds via parallel scenes of these friends playing in the rain as children and riding their Hero Honda Splendor bikes as adults. on the same street. titled Endless Goodbye. opens with a man dancing to the tune of Airtel’s official ringtone. both walk down a street. JWT Delhi. a male VO and a HERO HONDA A Friendly Ride The campaign uses life stage positioning and targets the 21-24 year olds.

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these films make it clear and will. more than Street Performer. Ali says that the colour purple was chosen to sharpen and chisel the brand further.” adds Shiv Sethuraman. With Pyro BKP Telecom Consultants. This is a neat emotional angle to a very big technological advance. The campaign. desirable. Purple stands for royalty and all things great.” says Arif Ali. it looks like Vodafone’s brother. puts it ahead of three other leading players in the city. “The campaign focuses on our network strength. including Loop. December 1-15. successful handover. Going for Great. Khazanchi believes it’s an idea that one might have seen before. On the cards are promotions on buses. designed by TBWA India. “There are not many Mumbai-centric TV channels for us to look at the medium. Khosla says. local media and digital. communication along the philosophy can be seen across Mumbai city. It also highlights the findings of a recent survey commissioned by Loop. dividing the city into six zones. from the beginning that we wanted to talk about new offers and the new Airtel. Hence. brand and communications.” However. yellow and green. because something like this merely remains a slogan without hard evidence. “The move to purple was triggered by the fact that the brand. „ biprorshee. We went through a lot of internal work and achieved what we all love. the TVCs have taken the brand promise of warmth and connection and given it a refreshing. Loop Mobile has launched a brand campaign.1* < FRQWLQXHG IURP SDJH  < All That’s Purple Riding on its network prowess. We are looking at rebalancing the brand across prepaid and postpaid subscribers to appeal to a wider base. the new logo doesn’t live up to the films. the survey was conducted across Mumbai. The ‘Goodbye’ film is richer in story and emotion than the ‘Performer’ film. Grey. It is a premium colour in many categories and resonated well with the philosophy. I always believe that more complex the technology the more you stay away from ads that make it look hi-tech. South. the service provider claims. red. Mumbai is a very ‘outdoor’ city. 2 0 1 0 FOTOCORP .” he says. Here Ali: hues of purple is a company that is doing well but is not merely satisfied with the status quo and is ambitious. The result and Loop’s investments in the field demonstrate that the company is going for great. Loop will now sport the colour purple with the brand thought: Going for Great. From a multi-colour palette. as well as the brand’s new proposition. head.LOOP MOBILE 1(:6$'9(57. Sethuraman says that one of the tasks ahead would be to rebalance the brand and have a wider appeal. as it has in the past as well.com 12 afaqs! Reporter. By Biprorshee Das Shedding. “Not only are the stories a delight to see. but the latter adds the fun dimension. as a film. However. call quality. But am I still missing a trick here? Is this the brand Airtel I have known all this while. because it is a local player and it makes little sense to choose the medium. trains. and tested calls across parameters such as call drop. According to Ali. However. where the campaign has already kicked off. complete with a new brand look and philosophy.. Loop is looking to move beyond Mumbai very soon and a gradual rollout can be expected. it identified more solidly with one colour. According to Shweta Khosla.com The ads highlight offerings like mobile commerce and 3G services. East 1 and 2 and North. for sure. which introduces its new logo and brand thought. “It is an identification of a colour we wanted to own and to signify our ‘journey to great’. which. Publicis Ambience. It has a huge customer base in the city that is not necessarily young. it’s a bold step from the advertiser and the agency to generate buzz about an ad. G SM service provider Loop Mobile has launched a brand campaign. Sethuraman says. Through extensive outdoor and print promotion. vice-chairperson. never mind the foreign setting. “One of the first things that struck us was the desire of Loop Mobile to set higher standards. CEO. it is an expression to the consumer and summarises what Loop’s intent is. TBWA India. is a reflection of the brand’s journey so far and beyond.” MISSION ACCOMPLISHED? ith a new look and a new bagful of goodies. they tell you what 3G does for you. Regarding the new logo. has had a multi-colour palette and out of purple. Loop Mobile. “I personally prefer Endless Goodbye.” he explains.” “We launched the philosophy with the survey findings.das@afaqs.bhattacharyya@afaqs. it makes more sense to communicate that way. Central. Moreover. or is it the shape of things to come?” says Khazanchi. create desire for it. This country is a sucker for such romance. print and radio. It is also learnt that the company has spent around `450 crore on network infrastructure and upgrades in the current fiscal year.” he adds. People are more often out and on the move. has Airtel been able to connect to its consumers? For Ashish Khazanchi. The media mix includes outdoor.6. We are talking to our own trusted customers and telling them that they are on the best GSM network in the city. namely West. The TVCs reflect all that the new Airtel is about. The Street Performer ad is very well directed too. having acquired a pan-India licence in 2007. It captures the idea that the company wants to get better.” „ anushree.” For a nation that is unfamiliar with what 3G is. “Both the commercials are going to generate more talk in the days to come. planning director. premium new voice. He adds. which is purple.. Loop has deliberately stayed away from TV. focuses on network quality. That simple thinking led to the baseline.” says Ali. The media mandate for the brand is handled by Maxus. The brand thought. call setup and road coverage. before it is actually on-air. “The brand has got associated with Sethuraman: wider appeal W youth to an extent. The survey covered four leading GSM operators in the city. We want to communicate and reach people in their own language. There are going to be Facebook fan pages and brand new caller tunes.

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FRQWLQXHG RQ SDJH  > > 14 afaqs! Reporter. And Kotak Mahindra made a big splash about it. in one commercial. executive vicepresident and group head . as it hits its 25th anniversary. Since these idiots cannot be A Banerjee: spotting idiots on road taken off the road and must be dealt with everyday. The campaign began with a series of 10-second commercials created by Cartwheel Creatives that went on-air across television channels.” The communication attempts to position the bank as a youthful and exuberant brand. CEAT used various props. such as grips for mobile phones and mugs to highlight the superior grip of the tyres. The teaser campaign ran for about 45 days. We saw it as an opportunity to pass the message. Now. which was followed by a revealer campaign. with no other bank making such a claim this year. Café Coffee Day.1* W that when he was 25. In the revealer campaign. turned 25 on November 21. The company. complete with blocking primetime slots on television with its various commercials. whose baseline is: Be Idiot Safe. It began on November 12 and will continue for about a month. The company launched a teaser campaign last month. While Marshan acknowledges that other banks have been around for much longer. saying (Left) Ramakrishna and Marshan: 25 till I die KOTAK MAHINDRA 1(:6$'9(57. By Biprorshee Das hat did you do when you were 25 years old? Kotak Mahindra Bank is asking just that. With communication partners Cartwheel Creatives. branded arches were used to create visibility. claims that its tyres have better wet grip. The coffee chain was chosen for the activity because the company has a similar audience. “From a marketing standpoint. lunch and dinner. this campaign shall mark this occasion in as engaging a fashion as possible. Around 10 such short commercials are on-air. the bank has designed a strategic campaign to mark the occasion. he had for breakfast. where people from different walks of life talk about anything significant that they associate with 25 years of age. Kotak Mahindra says. which operated as a non-banking financial services company until 2003. 2 0 1 0 . the tyre manufacturing company CEAT is out with a television campaign to promote its range of bike tyres. Based on this insight. ensuring that the brand used FRQWLQXHG RQ SDJH  > > CEAT Handle Your Coffee Firmly The on-ground campaign with Café Coffee Day aims to promote the superior grip of CEAT tyres and address road discipline issues.6. Additionally. To support the campaign. none of my peers will say this. together with print. high-impact campaign. a balding senior citizen reveals that he sported a ponytail when he was 25. the campaign promotes the better road grip feature of CEAT bike tyres. The TVCs feature little snippets. The creative idea behind the campaign is that the roads are full of idiots. outdoor and digital initiatives. December 1-15. The bank. your tyres should have a superior grip to enable you to stop at will and save yourself. which has added new products to the bike tyres category. where coffee mugs at Café Coffee Day were branded with traffic pictures and the baseline. excellent steering control and excellent handling at high speed.Silver Side Up The bank rolled out its five-day. “The celebrations began internally as we entered our 25th year earlier this year. who do not follow road discipline and prove fatal for everyone else. Another TVC features an office executive eating a vada-pav. Tyre-like directional cuts were used on the handles and at the bottom of the mugs to highlight the superior grip feature. Talking to afaqs! Reporter Karthi Marshan. By Poojya Trivedi fter undergoing a major rebranding exercise in 2008. he is of the view that the number 25 is actually the USP.marketing. when it was awarded a banking licence. from a marketing perspective. For instance. This campaign was conducted in 152 outlets across the country. Starcom MediaVest Group and Interactive Avenues. the company has launched an on-ground activity with India’s largest café chain. the company branded about 1-2 lakh mugs.

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The TVC by Grey. category director. Besides the TVCs. “We understand the viewership of ads tends to be lower through the commercial breaks. the campaign signifies all that we have weathered during the period. while not known for having high ad spends. Cartwheel Creatives. Besides underscoring the ingredient benefits. the ad also marks a shift in positioning of the cakes. “Kotak has never been a big spender on advertising. Kotak Mahindra. “There was a very clear brief for Britannia Cakes. Grey was briefed to highlight the nutritional aspect of Britannia Cakes. Raghubir Yadav sings a special rendition of Mary Had A Little Lamb . It makes the company a nice partner to do business with. eggs and fruits. Another interesting part of the campaign is that the TVCs will be aired during primetime for three hours. through an exercise that is being called the break bumper. These 10-seconders lets us say a lot of things in a short time.a folk version by Amar Mangrulkar .1* Delicious Nursery Rhyme In the latest television commercial for Britannia Cakes. but chose Cartwheel because it did not want to burden its existing agencies and was also looking at a slightly different focus. shows a school boy.” says D Ramakrishna. The group otherwise works with McCann Erickson and JWT. The TVC has been directed by Shivendra Singh Dungarpur of Dungarpur Films. is clearly looking to make the maximum impact with a limited time campaign. executive director. However.” Marshan adds. Bengaluru. Starcom MediaVest Group. We felt that all the qualities of this age ought to be desirable in a corporate brand and saw it as an opportunity. keeping it impactful and yet inexpensive.” says Marshan. it began more aggressively after the weekend. health and wellness. The film puts forth the message that Britannia Cakes are made from the healthiest of ingredients. while not known for high ad spends. The bet here is the break-bumper will ensure 100 per cent viewership. notes Sharma. And realised that cakes suffer from being special occasion products and seen as ‘creamy and rich’. is looking at creating the maximum impact as it turns 25. as the viewership on GECs generally takes a dip on Sundays. hen and tree. at a reasonable cost. the strategy of the bank has been to bring together a human insight and a corporate brand. wholesome. the song says that now FOTOCORP (Left) Akali and Mehra with Narasimhan: a dose of healthy food Varun can do without the three. however. Noting that cakes have not been an active or salient category in mass media. We still are the new kids on the block. It must be noted that Cartwheel has been brought on-board by Kotak Mahindra specifically for this campaign. everyday snack’ space. During the five days (21-25 November) the commercials were The bank. FRQWLQXHG RQ SDJH  > > << FRQWLQXHG IURP SDJH  Silver Side Up is Kotak Mahindra Bank and not just Kotak Mahindra. towards the end of the film. and place it in a relevant consumption moment. Channels generally do not take long ads immediately as a break begins.1(:6$'9(57. 2 0 1 0 . not for everyday consumption. Varun has a fruit tree as well. mobile and the internet. this is an opportunity to lift the brand value and highlight the attributes of reliability and trust. from an indulgence to a health snack. “Twenty-five is not that big a deal really. national creative director. who has a cow and a hen that give him fresh milk and eggs everyday.” he says. Varun. we are looking to pass the relevant message in an engaging way. because it will begin before one can even know the break has begun. “We went about understanding what the category barriers and triggers were. explains.” Hence. Anu Narasimhan. Grey India. he gets the benefits of milk. Malvika Mehra. exuberance and free spiritedness. The latest commercial for Britannia Cakes turns to the much-recited nursery rhyme to communicate the goodness of the product.das@afaqs.” “Mothers want their kids to have healthier snacks. The ads are the first ones to be seen as soon as a commercial break begins. Grey Advertising turns to an age-old nursery rhyme to convey the goodness of the product. which is also carried to school to help him with his daily fruit needs. For a financial brand. Throughout the commercial. but at the same time. It represents youth.that talks of Varun’s cow. By Biprorshee Das BRITANNIA CAKES M ary had a little lamb and she even took it to school. The whole film is an interesting product window. aired on news channels. December 1-15. serve that purpose. general manager. whereas kids want delightful foods. a large-scale print campaign was also launched on November 21. because with Britannia Cakes. Varun’s pets. and therefore. With this media strategy. There are few snack-foods that fit the bill for both. the cow is forced into the school bus with Varun and his mother remembers to hand him the hen too. The client wanted to shift it from a ‘special moments’ indulgence’ to a ‘healthy. but it did not really make her healthy.6.” Marshan says. “Twenty-five is a wonderful age to be. and engaging exercises through radio. Noting that the 25th year is seen by many as a milestone in their life. On GECs. however.com 16 afaqs! Reporter. „ biprorshee. We dramatised the ingredient story and glorified the fact that the cakes are naturally healthy and wholesome. Britannia Industries says. Funnily enough. This was supported by a fair amount of outdoor promotions in the top eight Indian metros. ensuring maximum eyeballs. “We are cutting into commercial breaks with a pre-break idea.” explains Natraj Sharma.

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. Mumbai. North: email: rp@sprintmedia.in.West: Srinivas Kumar.I. H B S AR T BHI ST KE IC CR YEH HAI ASLI Marketed by For Advertising . Ph: +91 90046 88194.

Sharma. Celebrity Cricket League is an idea to combine cricket and cinema to produce one sensational mixture of entertainment for the audience. ENTERTAINMENT! C R I CK E T & S TA R P O W E R Murali Mohan. It is for the first time in India that the film fraternities from South and Bollywood will battle each other for the coveted top spot à la the cricket way. there’ll be an incremental team participation year on year. What’s more.IN I. but also to be part of the initiative for the next 10 years is the icing on the cake. That they are coming together to not only entertain and be entertained. E. Ph: +91 97013 33321 K. at one time.CCLT20. Ph: +91 80080 11770. Ph: +91 98660 15740 . what with so many superstars being seen in one place. 4 TEAMS. Delhi. South: Snigdha Mulukutla.WW WWW. 6 LEAGUE MATCHES AND 1 EXPLOSIVE FINAL The action-packed extravaganza is all set to evoke a sky-high adrenaline rush.

new players are coming in. “The demand for two-wheeler tyres has gone up. Andhra Pradesh. Fort says. I cannot put an exact date to when the brand will move to other Indian cities. Nestea has been launched in Mumbai as of now and will be rolled out in rest of India by next year. executive director . this is the first time it will be available in the convenience of a bottle.” The company has also taken the initiative of spreading awareness With this campaign. Germany and China.Ice Tea on the Rocks! Nestea primarily targets young adults who are optimistic..” The company expects the growth to come from its category 1 markets.” informs Fort Product distribution will cover well-thought of outlets.operations. The bottle has been specifically designed to resemble a sculpture of sorts and mimic an ‘ice rock’. Switzerland. Explaining the product offering. with Refreshingly Light Lemon Iced Tea! “In India.beidiotsafe. as India scores the highest globally when it comes to road accident deaths. Taiwan. Next year. including Ludhiana. Spain.” He goes on to explain why this is a good time to launch Nestea in India. CEAT aims at increasing its market share. in part owing to the current café culture.com << FRQWLQXHG IURP SDJH  Handle.gangal@afaqs. Ricardo Fort.000 outlets in Mumbai. communication for Nestea will soar. which contribute about 35-45 per cent towards the overall growth of the company. and a total of 50.000 product samples will be distributed. as it helps the brand. Innovative POS (Point of Sale) branding is also on the cards. such as Mahindra and Honda. The total two-wheeler tyre market is about 3 million. „ ashwini. By Ashwini Gangal COCA-COLA AND NESTLÉ 1(:622+ T he Switzerland-based joint-venture between The Coca-Cola Company and Nestlé S. Maaza Milky Delite. The upcoming advertising campaign will be loaded heavily in favour of focused and experiential sampling. as the brand itself stands for modernity. This will be done via consumer activation programmes and road shows at touch points populated by young adults. such as malls. malls and convenience stores. as people have more choice. it will be rolled out across India. The authorities inform. colleges. about road etiquette. Canada.” he declares.” concludes Banerjee.trivedi@afaqs. region vice-president. which will fuel the demand for the segment. Hindustan Coca-Cola Beverages. as well as society at large.” says Arnab Banerjee. CEAT. to showcase bad driving.com.” informs Milind Pingle. He adds that the overall size of the industry is growing fast.” Nestea primarily targets young adults who are optimistic. “Companies are increasingly adopting cause-based marketing. youth and current trends. we expect to grow by almost 40-45 per cent in terms of volumes. “The beverage market is growing here. Italy. Beverage Partners Worldwide (BPW). energetic and ambitious. who do not follow road etiquette and traffic rules and regulations. “Within the next two days. it is learnt that investments will be steered in the direction of category building and future consumption channels. While the ad spend figures could not be determined. it has launched a website. marketing. For this. energetic and ambitious. The tagline of the brand is: Lighten up. convenience is what consumers now need. The product is being rolled out in phases and the Mumbai launch is the first part of this phased launch. recently launched Nestea in India. which currently stands at 14 per cent in the twowheeler tyre segment.. The lifestyle product has been launched in lemon flavour and is being made available in an on-the-go 400 ml PET bottle priced at `25. “The market is growing by 20-25 per cent. He says. These include Hyderabad. the brand will be retailed in Mumbai across 8. Besides sampling and BTL (Below-the-Line) activation. „ poojya. 2 0 1 0 . The product will be made available in Milind Pingle high-end groceries and the focus and Ricardo will remain on all high and medium Fort at the income localities.6 million in replacement. high-end traditional trade outlets and multiplexes.A. “Our internal research showed that the on-the-go pack option for iced tea was missing in the Indian market. The launch rests on the rationale that the culture of consuming iced tea prevails strongly in India. www. traffic violations and dangerous road habits. Over the next four Nestea launch months. CEAT aims at increasing its market share. It will be available to consumers in Mumbai through select channels and outlets. “This is a very high growth product category and we are looking at increasing our market share. the flavour and packaging vary depending on the country. there will be aggressive OOH (Outof-Home). radio and print communication. multiplexes. TV is not on the communication agenda as of now.5-1. Banerjee says. Mumbai and other tier 2 markets. vice-president. The product is already present in over 60 countries and is available in several flavours besides lemon. The creative duties are handled by Pickle Lintas and the media duties by Lodestar Universal.com 20 afaqs! Reporter. With rural to urban migration and escalating disposable income. “This is a test launch and in 2011 there will be a national rollout of the product. December 1-15. with 1. Though people consumed tea in its iced form. the Indian blend has been created keeping in mind the needs and tastes of Indian consumers. Interestingly. which is currently 14 per cent in the twowheeler tyre segment. We felt that there is a need to address the road discipline issue. Jalandhar and Bhubaneshwar. Delhi. Coca-Cola recently launched energy drink Burn and mangoflavoured milk. It has a strong presence in the US. The objective of this social initiative is to acquaint the visitor with different types of idiots. Australia. With this campaign. including education clusters. Nestea will be manufactured at the Hindustan Coca-Cola bottling plant located at Atmakuru in Guntur. The company specifies that Nestea finds a fit with this trendy audience. However. Coca-Cola India reveals. Bike launches are also multiplying.

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Subhrangshu Neogi. Orchard Advertising.” Quiz him about the song playing in the background and Gupta responds.” he adds. Saatchi & Saatchi. By Biprorshee Das RELIGARE F inancial services group Religare Enterprises. Ogilvy Gurgaon. Splendor has a character and we need to build on that and not abandon it completely. friendship is a dominant emotion and works very well. It attempts to demystify certain aspects in a slightly more exotic and yet simple way. one situation in the film shows a boy passing a bouquet of flowers to a child .1* Simplifying the Solutions Launching a major corporate campaign on television. The song is a remixed version of the old Hindi film song Gadi bula rahi hai.. Neogi FRQWLQXHG RQ SDJH  > > becomes hummable from the first time you hear it. strategic planning. ‘Misery loves company.” adds Sanjay Thapar.” The brand campaign will not work in isolation and will be punctuated by various product and business specific campaigns. one would really remember the brand name. December 1-15.” He continues. “Religare is a strong brand. The child demands something in return for the service and is offered a chocolate.” he says. However. DOES THE YAARI CARD WORK? or Naresh Gupta.. We are showcasing an Indian company and hence. The music. says. “Biking is a lot about riding together. adding that the execution is “ok” and “in control”. Dentsu Marcom. group president. the group and its various businesses in a warm and endearing manner. Titus Upputuru. implying mutual funds. with its various arms. Religare Enterprises.” adds Neogi. executive creative director. it was very important to maintain the Indian roots.” He adds. is an appropriate track for the visuals and an attempt to keep the mix of both Indian and international. To hook a bike to friendship is very cool. with an insight that is endearing and engaging. It was for a cycling championship.1(:6$'9(57. The music is by Amar Mangrulkar.gangal@afaqs. Khurana confides that he is not convinced with the strategy. North and East. Upputuru says the execution has some good moments and explains that rain has been overused in Indian bike commercials to heighten emotion. especially if you have grown up F together.” However. The song supports the video . at the end of it. more than what they already know.’ and then it is about bachpan ke woh din. Taking care that the message does not get lost. To emphasise the value of friendship. including trying to pick the college or the first job. another instance shows a bunch of children collecting money and buying ice-cream. Rahein dikha rahi hai in the ad. a couple of children are shown walking in the rain as one of them carries a raincoat over the other. The pulling up pants scene is a bit strange. the passage of time has been stressed by showing a bystander age through the ad. The whole locality celebrating friendship is nice. Designed by the creative partner Ogilvy.” he says. director. Through the film. “I am doubtful if. “The ’70s sound and feel of the song may be a bit of a blind spot. The film has been directed by New Zealand duo Louis Sutherland and Mark Albiston of The Sweet Shop. says. the television commercial is a mosaic of various situations in life that one can relate with a service offered by the group. “With Hero Honda having such a strong equity of mileage. Otherwise. Religare has launched a corporate campaign that will serve as a comprehensive communication for future product specific communication. Biking is about bonding between friends.but that is it. “The film starts with something like Jawan style aur dildaar mileage ke saath.or at least a more modern rendition. Bring a friend’. adding. it does.” Ankur Khurana.” Finally. says. showing children from multiple geographies in a subliminal manner conveys Religare’s presence beyond India. Ogilvy India. executive creative director. says. The challenge was to tell consumers that Religare was more than what they think in the financial space.6. “There are many layers in execution. some very well done and some a bit strange.such as the girls laughing at the man. I remember an old One Show ad headline.to be given to a girl he fancies. a music score is played that is distinctively Indian. the words have been tweaked to Yaari bula rahi hai. “We wanted to tell our target audience and consumers at large about what we are and what we do. associate vicepresident. Also. the insight. it would get heavy. Dabas: long winding road speaking about the execution. May be there could have been a more modern song . which implies broking. Religare Enterprises attempts to communicate its products and services through a simple and endearing message. Immediately ahead are campaigns for Religare’s broking and lending services. This looks like a wannabe cool bike. Being in business for some time now. About the revised version of the old Hindi song he says. he adds that a few nuances in the film look a little force-fitted . the ad shows how small idiosyncrasies and habits of these friends have remained constant over the years and conversely. “I don’t know what the big idea is in this. there is no obvious need to stress on it. song. To explain insurance. “There is a very evocative insight in this commercial. For example. Ajay Gahlaut. Friendship can never be old fashioned. director... Seeti baja rahi hai’. felt a need to raise brand awareness and make its target audience familiar with its portfolio of services. „ ashwini. You then tend to do many things that are similar. he feels that the stress on mileage gets lost in the overall mix. Commenting on the execution strategy. For me. Similarly. too. “Bollywood songs always work. or. The song 22 afaqs! Reporter. A new song takes that many more airings. brand and corporate communications. There were many facets and businesses that came together to make the company what it is and that had to be communicated in a humane and simple way. “The communication captures the range of The use of children in the film is a deliberate attempt to keep the ideas simple and reach a wider audience with an emotional appeal. The use of children in the film is a deliberate attempt to keep the ideas simple and reach a wider audience with an emotional appeal. adding that the creative idea is “not bad”. for that matter. “We used children to convey the message because that keeps it light and entertaining.com << FRQWLQXHG IURP SDJH  A Friendly. 2 0 1 0 .

35(6(176
New and notable campaigns across television, print, out-of-home and digital media

&$03$,*175$,/

TELEVISION

HDFC LIFE
The insurance company unveiled a new campaign with a new brand identity to create more relevance and connect with the youth. The film focuses on ambition and emotions with a contemporary connect. Creative Agency: Leo Burnett National Creative Director: KV Sridhar Creative Team: Nitesh Tiwari and Rupesh Kashyap Film Director: E Niwas Production House: White Onion Films

SUNFEAST COOKIES
Re-launching its cookie brand Sunfeast Special Cookies, ITC reflects core values of shared joy and happiness through its communication. The campaign showcases a spectrum of everyday moments of happiness across all age groups. Creative Agency: Draftfcb Ulka National Creative Director: KS Chakravarthy Film Director: Kopal Production House: Rising Sun Films

IDEA CELLULAR
As a precursor to mobile number portability, Idea’s ‘No Idea’ campaign consists of four commercials that address four mobile service problems – network, customer service, suitable plans and instant information on balance deduction through quirky storylines featuring brand ambassador Abhishek Bachchan. Creative Agency: Lowe Lintas Film Director: Amit Sharma Production House: Chrome Pictures

PRINT
VOLKSWAGEN BEETLE
With the wedding season going on, Volkswagen’s campaign for the new Beetle talks about how the car is an ideal gift for consumers looking to enter a new phase in their lives. ‘Marriage does come with its rewards’ is the tagline for the campaign. Creative Agency: DDB Mudra Chief Creative Officer: Bobby Pawar National Creative Director: Rajeev Raja Associate Creative Director: Anshumani Khanna Creative Supervisor (Copy): Gururaj Rao Creative Supervisor (Art): Krishna Parkash

SKODA YETI
The ad shows how the vehicle is the quintessential super utility vehicle, capable of driving on all terrains. Creative Agency: Saints and Warriors Chairman and Copywriter: Pushpinder Singh Creative Head (Copywriter): Pratim Putatunda Creative Head (Art): Mahendra Parab Art Director: Shrenik Chheda Senior Visualiser: Komal Sawant

MONTE CARLO
The ads for Alpha, women’s wear brand by Monte Carlo showcase the product with a take on old tales and legends. Creative Agency: Bates 141 National Creative Director: Sagar Mahabaleshwarkar Executive Creative Director: Sambit Mohanty Copywriter: Binoy Sundar Sarkar Art Director: Swasti Ranjan Ray

OOH
GUZAARISH
The campaign through the creatives on billboards, bus panels, kiosks and a mobile van, displays the storyline of the film, Guzaarish.

DIGITAL

BUSINESS STANDARD
Targeted at premium audiences, the campaign ‘Know more. No less’ gives a 3D effect of a rolled up newspaper on a white base. Exposure: Mumbai, Delhi, Bangalore, Kolkata and Ahmadabad. OOH Agency: Posterscope Creative Agency: Doosra

TATA DOCOMO
A large sized banner ad, representing the virtual homepage of the site, slowly extracts and displays the content of the homepage. The ad conveys that the process of loading content will be faster with Tata Docomo’s 3G connection.

Exposure: Mumbai OOH Agency: Bright Outdoor Media

Creative and Media Agency: Interface Exposure: Indiatimes.com, Sify.com and MSN.co.in

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

24

afaqs! Reporter, December 1-15, 2 0 1 0

$6 RI¿FHUV RI ZKLFK 8WWDU 3UDGHVK DQG %LKDU WRJHWKHU KDG  . Directorate of Statistics and Evaluation. Let us get to know Bihar -.QGLD¶V ¿UVW JUHDW HPSLUH WKH 0DXU\D empire originated. Not many might know that Biharis have gone places. The state JDYH . or having association with the Bihar have been taking the Indian Administrative Services (IAS) exam conducted by the Union Public Service Commission every year. the region encompassing the present state was dotted with the abodes of Buddhist monks.K. December 1-15. learning and culture. Maharashtra and also in the neighbouring countries of Pakistan and Bangladesh. There’s more to Bihar than what meets the eye. The geographical region historically comprised Anga. literally. The state has been showing impressive growth since last few years. Kautilya. Trinidad and Tobago. Surinam. This marketing initiative track the winds of change. Since ancient times. Director. politics and administration have been ingrained in the social milieu of Bihar.the new growth engine -. According to some estimates till January 2009. Sinha.QGLD LWV ¿UVW 3UHVLGHQW 'U 5DMHQGUD Prasad and many other political heavyweights like Jayaprakash Narayan. brighter future the state is standing on the cusp of development. Bihar has always been known for its people. Biharis can be found throughout North India. Natives of the state travelled to various parts of the world in the 19th century to serve as indentured labour on sugarcane and rubber plantations. Senior Jt. Buddhism – one of the most devoutly followed religions globally also has its roots here. Magadha and Vaishali as the four major territories and had been the world famous centre of power.lived in Bihar.$6 RI¿Fers accounting for 26 per cent of the total candidates selected. In the ancient and the medieval periods. Whether for good or for bad.. Mithila. Not much is known about the state which has always been in the forefront for wrong reasons – the kidnapping industry. the DXWKRU RI $UWKDVKDVWUD  WKH ¿UVW WUHDWLVH 26 afaqs! Reporter.from some closer quarters. 2 0 1 0 .BIHAR: A NEW AWAKENING THE RISING SUN ON THE FIRMAMENT OF GROWTH Looking forward to a more stable. of the modern science of Economics -. Mauritius and South Africa have large B ihar – the state witnessing a turnaround. Countries like Guyana. Besides their home state. Fiji. It is a widely known fact that a large number of candidates from. Government of Bihar. Since the time of India’s struggle for independence. West Bengal. impoverished people and dubious caste politics. is standing on the threshold of growth and development and is bracing to regain its historic glory.” said J. The region produced rulers who devised a system of administration known to be the root of the modern art of statecraft and its bridging with economics. the country produced  .. It was from Magadha WKDW . Bihar state GDP has shown impressive double digit growth (see table). The state gets its name from Vihara. Bihar has been an integral part of the political mesh. “The construction sector and the overall trade is driving growth in the hitherto underdeveloped Bihar. which means an ‘abode’ in Sanskrit.

another famous export of the region.35 145. is IDLWK 5DP 1DYDPL 0DKD 6KLYUDWUL 0DNDU Sankranti. ³5HYHQXHV JDUQHUHG IURP WKH ER[ RI¿FH FROOHFWLRQV RI %KRMSXUL ¿OPV LV QRZ ZHOO RYHU 125 crores per annum. Indians have an international repute of celebrating multiple festivals that add a distinct zest to their lives. Punjab and Gujarat. According to media industry experts. any place is known more for its people and the way they celebrate culture. It is giving Bollywood. festivals celebrated throughout the state. Eid. having sizeable migrant population from the Hindi-speaking belt. around 100 million Bhojpuri speakers are in foreign countries like Mauritius. %KRMSXUL ¿OPV DOVR GR EULVN EXVLQHVV LQ West Bengal. the language spoken in Bihar LV DOVR RQH RI WKH RI¿FLDO ODQJXDJHV RI WKH island nation. BIHAR STATE GROSS DOMESTIC PRODUCT As against popular belief. men and women fast for the welfare of their families and the society at ODUJH 5HJDUGOHVV RI WKH VRFLDO VWUDWD ZKDW counts the most. the Prime Minister and majority of its cabinet members having cultural associations with India and especially Bihar. ADVT. December 1-15. Mahavir Jayanti and Buddha Purnima are some other major afaqs! Reporter.68 101. a run for its money in some territories.02 172. Like all other Indians. For this four-day festival. to celebrate this festival.” said the spokesperson of the Bihar Jharkhand Motion Picture Association. Other than the festivals. Bhojpuri. the creative genius of Biharis has got global recognition through handicrafts like Madhubani paintings. when King Janak commissioned artists to make paintings for the PDUULDJH RI KLV GDXJKWHU 6LWD WR /RUG 5DP Traditionally. which are also home to migrants from the state. Historically. The popularity of the regional language cinema can be gauged from the IDFW WKDW WKH WRWDO QXPEHU RI ¿OPV UHOHDVHG annually has doubled from 50 few years back to about 100 this year. people in Bihar also believe in celebrating various religious and cultural festivities. In this article we tracked the overall changes sweeping the state of Bihar. Muharram. handmade paper and canvas and are famous worldwide. while the language is spoken by 200 million people in India. is gaining popularity and huge fan-following all across. The origin of these paintings is wrapped in antiquity.14 Celluloid as Canvas Bhojpuri cinema. Originally done on freshly plastered mud walls of the houses. 2 0 1 0 27 . Mauritius the country that has been recently named the top tourism brand in a study by FutureBrand 2010 has its President. this style of painting started at the time of Ramayana. Chhath is one of the most popular festivals celebrated by Biharis. „ Source: Directorate of Statistics and Evaluation Government of Bihar Celebrating Culture More than the natural resources.5 118. women of villages in Madhubani district have been making these paintings. Fiji and Surinam. The following articles in this series will focus on Bihar as a market and its people as indulgent customers of various goods and services. these brighty-coloured paintings are now done on cloth.61 81.BIHAR SECTION populations of Biharis today. Bihar has done fairly well on the growth front since last IHZ \HDUV *'3 ¿JXUHV LQ ¶ FURUHV Year SGDP 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 Nalanda University: Centre of excellence 75. The biggest customer base of %KRMSXUL ¿OPV DUH LQ %LKDU 8WWDU 3UDGHVK as well as Mumbai.

respectively. as a recruitment tool. „ poojya. The current film follows two other campaigns done by Grey in 2008 and 2009. L’Oréal. By Poojya Trivedi L’ORÉAL 1(:6%7/ T he Indian arm of the French cosmetics company. The company is promoting this game through its Facebook page. they solve different business tasks across departments such as finance. Management Development Institute. Vaidya adds that from a creative perspective.” elaborates Amit Akali. “I saw this ad while watching TV with my kids. HR director. he wishes that the execution was slicker. the company has a gender ratio of 43:57 (male:female). which is a unique recruitment initiative. The idea is simple. primarily the B-schools of the country.000 students in 84 colleges.trivedi@afaqs. apart from visiting campuses such as Mudra Institute of Communications Ahmedabad.” he says. and for that. but visually. Some discover where their strengths lie . Reveal is an online experience that enables participants to problemsolve in a virtual L’Oréal work environment.” says James. THE HEALTHY OPINIONS hen approached. This TVC just adds granularity to the Britannia Cakes partnership. it is important for us to have unique ways of attracting people. national creative director. reached almost 1. the candidates stand a chance to meet L’Oréal executives. by giving it a context and a clear reason. W The ad shifts the positioning of the cakes from an indulgence to a health snack. „ biprorshee. We then realized that mothers did not exactly know why cakes were good for their children. In 1993. Faculty of Management Studies Delhi. I guess the harping on the ‘goodness’ is an attempt to make it a daily habit. Indian Institute of Management Lucknow. around 7. national creative director. “If you ask me. The first edition of Reveal. In 2010. Do you still need an opinion?” exclaims Nilesh Vaidya.com 28 afaqs! Reporter. In the online strategy game. the jingle cannot be missed and like Vaidya. mentioning that the purpose at hand is well served by the execution..100 students from 221 universities across the globe participated in the game. they grinned.” Designed for students of all disciplines and backgrounds. whereas in India. has announced the launch of the second edition of Reveal. Along the way. which is why they did not actively include them in their lives. sales. Globally.the areas they are good at and which function they want to take up. Devil Mom and Smiley. the ad could have been simplified. they also get into cross-functional mode. Jauhari too notes that it serves a significant purpose in the film. which concluded in September. Surely. This includes different functions at L’Oréal. “L’Oréal is focussed on recruiting diverse talent. Brandstorm is an on-campus game for those interested in the marketing function. He adds. the film will stick if the jingle sticks. they asked their mom to pick up some cakes on her way home. The first time they saw Delicious. that encourages students to test their managerial skills through a series of multiple-choice questions on key business functions. Britannia Cakes do and hence. find out what they are good at and evaluate them on those strengths. It also gives candidates personalised feedback. Second. players move through the various levels as management trainees working on virtual projects. as well as the chance to be interviewed by the company . the Gen Y. it is an engaging and sweet way to put across the product benefit. more than 50. 2 0 1 0 . the purpose of this recruitment practice is to understand them better. Grey India. “We hire a lot of young people. this figure stands at 69:31. rather than doing it the typecast way. were positioned as the bridge between the mother and the child. At the end of the programme. Designed for students. While stating that the film works well. On successful completion of the game. However. December 1-15. Pickle Lintas is of the view that visually. it. Euro RSCG India. executive creative director. receive hands-on experience with L’Oréal and an invitation to an exclusive event . It is also communicating directly with business schools through mailers and student forums. operations and research and development. “That the cakes are full of goodness comes out clearly.Reveal Your Talents The cosmetic company has launched an e-recruitment initiative to tap Generation Y. Reveal is an interactive e-recruitment platform..B-Revealed and an interactive session where shortlisted students are invited to explore the company. The game takes a minimum of 48 hours to complete. L’Oréal India. marketing. SP Jain Institute of Management and Research and Narsee Monjee Institute of Management Studies. Rahul Jauhari. So. First. Reveal is an online experience that enables participants to problem-solve in a virtual L’Oréal work environment.000 people have taken the test across 43 countries.das@afaqs. career opportunities and various products of the company.” says Mohit James. and they have a very different mindset.com << FRQWLQXHG IURP SDJH  for Britannia Cakes. they started humming the song.an opportunity to potentially fast-track through parts of the recruitment process. I felt there is a bit too much happening and could have been simplified. “The initiative serves two purposes. the company started with a global management game called Brandstorm.” he says. The goal is to complete various challenges with maximum scores. The second time it came on. they (the participants) get a peek into the world of L’Oréal. creative experts had a kind word for the commercial. Till date.

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IT WOULD DEPEND ON THE SUBJECT. a newspaper publication might launch a paper on golf. But when it comes to advertisers. Similarly. IF A NICHE NEWSPAPER IS TARGETED AT THE YOUTH. It’s a heavy paper with lots of information while the Speaking Tree has a cover price of Rs 2.$3$'. However. which is of niche interest.9 *23. the publications have to broaden their approach. The Crest is priced at Rs 10 and is targeted at the high end readers. ZenithOptimedia 1$9.BUT ONLY OVER A SPECIFIC TIME PERIOD. such publications cannot survive solely on the basis of advertiser interest.1 . Therefore. but the newspaper could have advertisers from all categories be it luxury or financial. Niche areas. Madison Media Infinity 5$-. can they find audience? And profits? By Anushree Bhattacharyya President and Publisher. Lokmat Group %+$5$7 . WHICH IS WHY A PUBLICATION THAT PROVIDES NEWS OF THEIR interest is always a preferred choice and it can be profitable as well. THERE IS POSSIBILITY FOR NEWSPAPERS TO REACH PROFITABILITY.$ COO. TODAY’S READERS ARE BOMBARDED WITH NEWS FROM ACROSS PLATFORMS. it might work. Director. For a choice of subjects. IT SHOULD PROVE TO BE A PROFITABLE INVESTMENT .(: Will Newspapers Reach Profitability With Niche Papers? If newspapers get into specialised content to cater to a specific set of readers and advertisers. 2 0 1 0 FOTOCORP . 30 afaqs! Reporter. introduced by The Times of India.$ Senior VP. which fall in the second circle of influence. But if it’s a publication on education. YES. IT MIGHT NOT SUCCEED AS THERE IS TOUGH competition from the digital media category. both cases very well reflect that the consumer is now ready for content which caters to his or her area of interest and price is not a big factor. December 1-15. Classic examples of such niche newspapers are The Crest and the Speaking Tree. The publication has to be very careful in selecting the subject. such subject areas might not work. If the subject falls under the first circle of influence for the reader. auto and housing would be in the first circle for males while child development will be in the second circle. For example. I don’t think such niche newspapers can survive independently and have to be distributed along with the main paper. which provides tips on cracking the board examination. It has to retain the main paper’s editorial guidelines even in the niche paper so that the latter’s content is not governed by advertisers. are less likely to succeed. such newspapers shouldn’t make the mistake of running after a high circulation figure as long as they are reaching out to their core target group.32. Thus.+(0. Outlook Group 0$+(6+:(5 3(5.1762)9. For example. Besides. However. BUT THESE NICHE DAILIES HAVE TO BE RESTRICTED ONLY TO THE EIGHT METROS where there is a demand for differentiated content. it will have greater chances of succeeding than the subjects under the second circle of influence. newspapers could be guided by specialist magazines.1$7+ SUSHIL KUMAR SUSHIL KUMAR IF THERE IS A PREDEFINED READERSHIP FOR A NICHE EDITION. a youth would anyway get his information on mobile and music from the net.

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He points out. Hence. According to Vizisense. receive and forward e-mail messages to Facebook and non-Facebook members.com F .into their fold. Gmail is a distant third with 179 million users. which will provide facilities similar to those by Gmail. audience. And with the introduction of a new messaging system. agrees that Facebook’s new messaging system can be the game changer in the messaging space. Amar.FACEBOOK 1(:6'.sites. where it will collect all interac. and will also provide the CC and com. Considering the fact that web users are saging under Facebook will definitely result in already spending a significant amount of time on further time spent on Facebook and may reduce Facebook. this additional e-mail functionality will usage of e-mail sites further. head. „ kapil. Yahoo! Mail and Rediffmail.” Raj Menon. such as users of Gmail and Yahoo! Mail. “Passive e-mail is giving way to a lot BCC functionalities in e-mail.in the form of chats. presales. and Hotmail is the undisputed leading e-mail site with 360 million users.traditional e-mail accounts for the purpose of contions . Will it hurt e-mail services? By Kapil Ohri acebook. their messages.by destroying all walled gardens .” Menon points out. Sandeep Amar.com (September 2010 Conversations will be classified under two folders named ‘Inbox’ and ‘Other’. will be able to connect. pokes. worldwide. personal communications/conversations can now move to Facebook.” He adds. “The e-mail inventory is the core of Yahoo! monetisation. the average time spent per visit on Facebook spam and e-mail from people who aren’t friends (17 minutes) is more than the average time spent or friends of friends will be routed to the ‘Other’ per visit (between 5-10 minutes) on major e-mail folder.com has announced that it will launch a new messaging system. “In spite of all the hype. of communication in the web space. which offers a mailbox.*.” messages .who are pretty much starting their online for a longer period of time. Contests2win.” for is how this development changes the dynamics Bhartiya adds. but this Facebook e-mail service can hurt both of them in all major markets. data). Indiatimes. “The fact that Facebook now allows you to keep a record of Facebook chat is something which could pull Gtalk users to it. Yahoo! Mail and Hotmail. though it is possible that the new set of web users might only use Facebook Messages. Vizisense. Thus. Yahoo! Mail is second at 270 million. The social media site will facilitate its existing (more than 12 million in India) and upcoming members to create an e-mail address with ‘@ Facebook. general manager. He believes that Facebook is still too protectionist about the consumers’ data while Google . communicate and send e-mail to Facebook members through external e-mail systems and vice versa. He thinks that Facebook Messages will not affect existing e-mail systems in the short term. Facebook will enable (From left) Bhartiya.ohri@afaqs. which has shifted from e-mail. The other feature of filtering messages according to the user’s relationship with the sender will make sure you never miss an important message. such as Gmail. believes that existing e-mail users traditional e-mail sites? may not easily shift to Facebook for all their messaging needs. Mohanachandran raises a few concerns about the new Facebook Messages.com’.com. web users.between two users. while messages sent by friends will be dis. Users can then send. a lot of messaging is happening on Facebook. chat history. Interestingly. Facebook aims to make its new messaging system live chats and messaging. and one-to-one conversations. according to comScore October 2010 data. Mohanachandran and Menon: Hopeful e-mail users to attach files to Amit Bhartiya. has a different opinion. “Already. which is already feeling the heat from Gmail. co-founder. This proves that habits are difficult to change.com’ as suffix. Bulk mails. Traditional e-mail definitely help the social media site to retain traffic sites will definitely find it tough to get new web users . comments. In fact. who are not members of Facebook. says. Prasanth Mohanachandran.7$/ Trying Out The site is set to roll out a new messaging system that will enable users to create an e-mail address ‘@Facebook.scores over Facebook. the convenience of integrating all mesplayed in the ‘Inbox’. Will it affect AgencyDigi. marketing. the use of a conversation hub. “Also. the social media site will not act more context-based and active conversations on just as an aggregator of e-mail messages. Like other e-mail systems. notes. chief operating officer. Facebook through wall posts.” he adds. e-mails and text necting with the personal community is slowing down drastically. But what will be more interesting to watch out experience with social media .

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the recall The challenge of the campaign was to tell consumers that Religare is more than what they think in the financial space. “India is a priority market for us so our partnership is a win-win for both Turner and Zapak.” ROHIT SHARMA In addition. Ben 10 Omniverse: Rise of the Heroes (www. potential of the film comes from the point that the vignettes are stories that are glimpses of everyday life. says. so this was obviously done to communicate the expanse of the brand. would be more effective. “The strategy lies in the universal insight of how we all react to numbers and finances . outdoor and online . Harish Arora.. TurnOut Ventures. things that we all have either done or can relate to. is slightly more critical. says that while the campaign could have been done earlier. I still believe something deep rooted. the first ever Toon currency designed for the youth gaming space in India.. while the sports genre has always been one of the most popular genres of gaming. Sharma. The media duties are handled by Lintas Media Group.7$/ Expanding the Footprints Following the tie-up. The alliance expands the distribution of Cartoon Network games and associated payment options as it leverages Zapak’s enviable network of promotional channels. As the exclusive marketing and distribution partner for CN’s games.” he adds. executive director.” she says. “If I look closely. Given the footprint that the brand has in the country. News Bureau TURNER INTERNATIONAL T urner International India has closed an exclusive deal with Zapak Digital Entertainment to market and distribute Cartoon Network’s popular multiplayer online games.” „ feedback@afaqs. Religare wanted to evolve as a brand and reach inflection point by attaining a certain size and scale.com 34 afaqs! Reporter. According to Arora.toonfootball. very unlike the codes.. says.. Turner Entertainment Interactive Media and general manager. Sometimes I do wish corporates did something dramatic. integrating the games into payment channels including credit and debit cards and electronic coupon purchase (called CN Coins) in its Gameplexes and at its online payment gateways. Zapak has tied up with Cartoon Network because of its strong presence in the industry.com << FRQWLQXHG IURP SDJH  Simplifying. visuals and idea work well together. 2 0 1 0 . Zapak will also act as a premium payment partner. Zapak will also support the launch of CN Coins game cards. CN Coins will be available at more than 100 outlets of Zapak Gameplex. ECD. While the insights and the execution work for a few. Law and Kenneth. some of the situations are fresh and cute. Thapar and Gahlaut: simplifying the brand R SIMPLE THOUGHTS esponses to the film have been mixed. “Hence. along with 500 other private cafes across 35 cities in the country. To show just the opposite is a welcome relief. Turner is expected to leverage Zapak’s strong promotional channels to expand the reach of Cartoon Network’s online gaming experience in the country. possibly purposive. digital business. Zapak’s gaming café network. Commenting on the partnership. we believe that it will give the smart kids in India a chance to manage their transactions wisely.ben10. yet memorable.net) and a brand new version of the hugely popular Toon Football (www.com). “The kids aged 15 years and below contribute to more than 20 per cent of traffic on Zapak.das@afaqs. They serve as one of the stickiest users on the site. this partnership with Turner will offer the very best to our growing kids segment. managing partner and chief strategy officer.” says Arora. Zapak will promote the two games heavily on Zapak. Zapak will also support the launch of CN Coins game cards.com. “The insight is simple. and the music.com. the current campaign will be led by television and supplemented with cinema.*. Sandhya Srinivasan. SUSHIL KUMAR (Left) Neogi. December 1-15.” she says.it is always a complex and complicated area of our lives. Refreshing maybe. Rohit Turner will leverage Zapak’s strong promotional channels to expand the reach of CN’s online gaming experience in India. gaming tournaments and customised retail promotions across Zapak Gameplexes and the private cafes. CN Coins game cards.and limited usage of print. Reliance Big Entertainment. fuzzy stories and does not look very striking initially.com and is targeting kids in the age group of 7-15 years. chief executive officer. Ben 10 is an extremely popular CN Toon Star amongst kids in India. We’re already enjoying some of the highest game plays and web traffic in the region coming from India . „ biprorshee. some are of the view that it is time for corporates to think beyond tried and tested methods. the first ever Toon currency designed for the youth gaming space in India. “Most corporate ads have vignettes and convey the portfolio. Dentsu India thinks that the film works on an emotional hook for the target audience and does a good job at it.” Benjamin Grubbs.1(:6'. With the launch of the first time ever Toon currency. “The kids aged 15 years and below contribute to more than 20 per cent of traffic on Zapak. Zapak will provide significant ongoing support to Ben 10 Omniverse: Rise of the Heroes and Toon Football via promotional activities. memorable and enjoyable. Srinivasan is of the view that the film is one of the many that use warm. The idea to show kids to amplify the ease of financial services is heart warming and the use of the logo as an integral part of the film adds to the desired output of brand recall.so we look forward to welcoming even more players to our sites.

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According to media agency Mindshare. Punitha Arumugam. These seven include Vodafone. Decemb r 1-15. Analysys Mason. Experts believe 3G will be more about enhancing the VAS experience. this means greater clarity and fewer call drops while in VAS (value added services) 3G spells efficient interactivity on the move. 3G will enhance the mobile telephony experience. To complicate matters. the excitement around VAS is what will lead to revenues. with the average for the 3G user being higher than the one using 2G. but it won’t be much of a discernible difference for a consumer. known in the business as VAS. In voice.” he adds. As rates fell. there isn’t a single telecom player who has got a 3G license across all circles. Reliance Communications. “In fact. Mindshare estimates digital spends of about `30 crore and industry estimates peg out of home budgets at another `100 crore. A A People in the telecom business are both excited and nervous about what 3G could mean because all of them have been brought up in the voice era. Some form of collaboration between service providers across circles seems inevitable.400 crore in communicating to their consumers. “Speed is where 3G will make a difference. the only other VAS service to have really taken off is ringtone downloads.000 crore went into television with print getting `195 crore and radio `104 crore. Unrelenting competition brought rates down.000 crore between them. It is currently a pale reflection of what it ought to be: one may talk of cricket. VAS currently contributes around 10-12 per cent of the total revenue. Reliance. the task was to educate consumers about easier mobility and talking on the go.” reckons Mahesh Prasad. downloads. where’s the revenue?” she quips. Bharti Airtel. VAS’ share is expected to reach 20 per cent by end of 2014. director. Beyond that. Bollywood and ‘Astro’ alerts but these are just ‘scratching the surface’ variety of applications. Though technically a part of VAS. making India one of the most affordable mobile telephony markets in the world. People in the telecom business are both excited and nervous about what 3G could mean. peer to peer SMS (that is. president. Last year. “Voice clarity will be slightly better. I What it means for the telecom business and how it might change the nature of advertising in one of India’s largest spending categories. Now that 3G is upon us and is expected to change the telecom business in a fundamental way. In a voice-dominated business. which later became a fight to gain critical mass and penetration. afaqs! Reporter attempts to decode what 3G will mean for telecom operators and consumers. STel and Idea Cellular. with outstandingly fast speed for internet access. will it also affect the nature of the media plan? 3G will be a big business as evidenced by the fact that seven private players bid and won licences across all the 23 circles in India. the success of VAS has been limited. 2009-10. 2 0 1 0 WHOLE NEW WORLD n just 15 years. Tata. group CEO. telecom marketers spent an estimated `1. By Devina Joshi p er e mbe e b 15 5 38 s! Reporter December 1-15. in the simplest terms. “As far as 3G goes. Madison Media. There is excitement because. fewer call drops means I won’t land up calling the same person ten times.” TIFFIN BOX .product category that did not exist 15 years ago is now among India’s top ad spenders. and how that might change the nature of marketing communication. mobile telephony in India has been through a lifetime. MTNL and BSNL introduced 3G last year but failed to create much buzz. which handles the Airtel media account. taking the total to around `1. photos and video sharing and more.400 crore. messages from one consumer to another) is low value and not much of an improvement over voice. everything other than voice). The coming of Reliance opened up the market for the common man. In the early days. Pricing and service delivery will be a complex issue. All of them have been brought up in the ‘voice’ era and are trying to adjust to the reality that growth will now come from ‘data’ (that is. adds that 3G won’t increase the now stable voice revenues “for sure”. Aircel. 38 afaqs!! Reporter. Of the rest. paying over `65. telecom service providers turned to other forms of earning revenue. According to telecom analyst Kunal Bajaj. The one recent exciting development is the mobile web which has grown by over 300 per cent in the last 12 months.. so hey. about `1.

While established players struggle to get their high-end subscribers to warm Targeting just the crème de la crème may be limiting . Another marketing consultant.3G after all. Team Vodafone at Ogilvy India. “If 3G can be a facilitator on that count. for instance. Telecom analyst Mahesh Uppal prophesies that in the initial stages. feels Ravi Kiran.900. The latest music video by a popular artiste will cost more than a low resolution Hindi song video. it is also about leading to the spurt of better devices. larger screens and applications. the way tariffs are getting competitive already.3G after all. media planners predict that youth and business executives will adopt 3G quickly. There will be affordable services for the lower classes and the media mix will vary accordingly. up to the concept. says that services on 3G will be for every class of consumers. As time passes. Low-spend consumer in small-town India could be enchanted because they can’t get enough of big-town India. but a technological enabler of services.” says telecom analyst Bajaj. Prashant Gokarn. another school of thought says targeting just the crème de la crème won’t work . Which socio-economic strata are targeted could well be an equation of the mix of services a telecom operator chooses to promote on the back of 3G. so in small towns perhaps 3G can help capitalise on the craze for such information and entertainment. if a customer sees value in it. “3G won’t be cheap at all. in fact thinks that “the moment we have mobile phones giving an enhanced experience and bigger screens. Starcom MediaVest Group. College students are tech savvy and will guide growth in mobile social networking but many others don’t know how to use data services and will need to be guided through marketing communication. but a technological enabler of services. There will be bundled offers . he will pay for it. especially in view of imminent number portability. and should be ideally targeted. H I WHAT’S THE BIG DEAL? $ ORRN DW VRPH RI WKH VHUYLFHV * KRSHV WR HQKDQFH« z z z z z z (QWHUWDLQPHQW ZLOO LQFOXGH PRELOH 79 OLYH 79 FKDQQHOV RQ PRELOH SKRQHV. the outgoing CEO.” thinks brand consultant Harish Bijoor of Harish Bijoor Consults. it will excite all of India.applications for free. the 3G reach will be better as affordability and devices get better. 3G-enabled handsets are available at price points as low as `1. 3G poses different challenges for newer and well established players. The typical ARPU (Average Revenue Per User) today is around `200 per month but for the top 10 per cent it is about `900-1. So. advertising of co-branded handsets and devices (like music devices). But elements like Bollywood.6 paise per second. That figure is now being revised to about 20-25 per cent.” states Kapil Arora. is not a service in itself. the belief that 3G is unaffordable is being questioned and market forces predict that competitive pricing will shape its future. “It won’t be a terribly niche technology.today. There will be substantial numbers. the top end would be the ideal TG as it is more familiar with gadgets and data services. There will be affordable services meant for the lower SECs as well . The internet consuming population on mobile phones will probably double overnight!” It may be realistic to assume a ‘3G for all’ scenario. However. Delhi-based Samit Sinha. senior executive vice-president.&29(56725< P TG FOR 3G opular notion has it that 3G is aimed at only the top 10 per cent of the subscriber base. Players cannot afford to ‘massify’ it. PRICING: IT’S ALL ABOUT MONEY n 2008. things will explode. If the price is right. because the government has offered a limited amount of spectrum and companies have paid a fortune for it. it was assumed that the top 15 per cent of the subscribers would turn to 3G within five years of launch. Clearly. newer players might bleed a little more as they try to get the higher revenue subscribers to migrate to them. with the launch of Docomo’s 3G service at 0. cricket and religion generate huge interest. it could get in people who have never gone online leapfrogging to use the mobile web.000. It isn’t just about better data services. Affluent and perhaps urban audiences will like a good mix of entertainment and utility services. senior vice-president and country head. 3G need not be a premium offering. Reliance Communications (which will roll out its 3G services by 2010-end). is not a service in itself. South Asia. while the less privileged and rural audiences will prefer mostly utility services. Within this.

Anand Halve. Kapil Arora. director. Punitha Arumugam.Q UXUDO DUHDV RU VPDOO WRZQV ORFDWLRQ EDVHG VHUYLFHV UHODWHG WR ZHDWKHU WUDIILF OLYH FRPPRGLW\ DQG VWRFN SULFHV PRELOH HGXFDWLRQ FXVWRPHU VHUYLFH WHOHPHGLFLQH DQG VR RQ ZLOO JDLQ PRPHQWXP WHAT IT MEANS TO ADVERTISING ow will all of this change the nature of telecom advertising? A lot of layering will be involved when one talks of the manner in which 3G is presented to the public. Arumugam of Madison Media says it is difficult to predict media plans since these will depend entirely on a marketer’s game plan. president. brand expert and CEO. Ravi Kiran. feels the advertising should highlight access to entertainment whenever and wherever one wants at mind-blowing speeds. “Communication will be more about the services mix one uses. Tata Teleservices. senior V-P. vice-president and country head on Vodafone at Ogilvy India. Starcom MediaVest Group. Tata Teleservices. Harish Bijoor.” he says. senior executive vice-president. Alchemist Brand Consulting). Mahesh Uppal. senior vice-president. Madison Media. South Asia. December 1-15. managing partner. and the initial stages of communication perhaps ought to be about the general experience of 3G without getting too technical. chlorophyll. COO.to make the switch. director. and convince non-believers . Analysys Mason. Prashant Gokarn. Reliance Communications. However. and Samit Sinha. marketing. marketing.” opines Kiran of Starcom. „ devina. since a lot of 3G service benefits will need to be demonstrated person to person. spends on online media. mobile advertising and experiential media will increase significantly. 2 0 1 0 39 . afaqs! Reporter. the outgoing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eliance Communications.joshi@afaqs. 3G will encourage telecom players to increase their allocation for online and mobile advertising significantly.or who are unaware . Harish Bijoor Consults Inc. Telecom experts agree that educating people about 3G is extremely important. Mahesh Prasad. Abdul Khan. “There will also be a big push on experiential marketing. as telecom operators try to reach the young as well as business executives to build the early mass of 3G converts. A prime job will be to make current 3G-enabled handset owners understand what they can do with 3G. telecom consultant. So the judgement at this stage on how telecom operator’s new media plans will look: television will continue to be the driver medium with support from the print.com (Based on interviews with Abdul Khan. telecom analyst Kunal Bajaj.

which comprises three businesses . which is the lifeline of the city. Agra.5 lakh. Eenadu is a case of jeena yahaan marna yahaan. unipoles and billboards for the campaign to connect with a wider audience in the region. For me.1(:63(23/( '(). With the help of a motor. among others. based on our own understanding of things. are handled by Milestone Brandcom. Prashant Mishra.1* 020(176 TATA TELESERVICES The Magic Hat An OOH innovation by Milestone Brandcom promoted the brand’s latest offer of free talk-time on the purchase of a handset. only a few channels existed including Zee.CDMA.MOMS. New innovations: In the next few years. Professionally. UP West is one of the most A dummy 3D cut-out of the phone was placed inside a hat which. This was another defining moment both for me and my newspaper. until Eenadu was launched.ETV and my passion was backend operations.free talk-time of 2 lakh seconds on purchase of a handset for `2. In 1986-87. I am the only guy who has been in a newspaper and in TV through and through and has held both the portfolios at the helm! Also. who owned Kiran Ads. collections. with the help of a motor. who has spent around 40 years with one company Eenadu. Meerut. By Poojya Trivedi The One Company Man Venkat and Eenadu have grown together which makes it very difficult to separate the defining moments of I Venkat’s career from those of the Telugu news daily. I was made the director on the board of the company. which connects Meerut with surrounding cities and villages. 1 paper in Andhra Pradesh.000 (thus. accounts. Madison’s outdoor division . Post the electronic boom in 1995. In 1987. I spend my morning hours at The Nimmagadda Foundation (Hyderabad). with Meerut being the shopping hub in the region. everything was under one person. The company created one innovation at the Begum Bridge. As we moved ahead. customers would get free talk time of 2 lakh seconds and 50. As per the offer. we tried several innovations which turned out to be the defining moments for me and Eenadu. connected the audience with other media important circles for telecom brands. Of late: Since the last two years. Back then. has held only three positions there – trainee. striking innovations have been put up in Meerut and on the DelhiMeerut Highway . recently rolled out an out-of-home campaign in western UP to promote its latest offer . Eenadu was the first newspaper to execute the idea of ‘district newspapers’. Dehradun.NH 58. afaqs! Reporter traces the turning points in his life. in 1978 – the fourth edition was launched and we beat giants like Andhra Prabha and became the No. I moved to Vishakhapatnam as an ad manager for Eenadu. selling. December 1-15. handles the OOH duties of Tata Docomo.scheduling. while the communication and created intrigue value.trivedi@afaqs. marketing. I was planning to move to San Francisco to pursue a course on business. The telco recently rolled out the ‘2. on purchase of a new colour FM handset and a first recharge of `1.000.000 free SMSes. My colleagues used to say I’m the head cook to the bottle washer. resulting in quick awareness and buzz in the city. The OOH duties for Tata Indicom. Bareilly and Aligarh. actual colour handset was shown to consumers. the effective price for the offer is `2. Eenadu was the first newspaper group to start an infotainment channel . I enrolled in a law college and it is then that I was introduced to Ramoji Rao. Similarly. we were complete novices and we dealt with the market.com 40 afaqs! Reporter. We created a magic hat. Eenadu was the first in the country to launch a coloured page exclusively for women (Vasundhara in 1992) at the time when newspapers were considered to be mostly read by men. management supervisor. Milestone Brandcom came up with the idea of showcasing this communication through a magic hat. Sun and Star. “The idea was to create the ‘wow’ factor on a larger-than-life billboard at busy Begum Bridge. Venkat. „ poojya. I’ve deliberately been lying low as far as the day-to-day operations at Eenadu are concerned. billing. the phone was pulled out of the hat. Soon the paper started growing. Handling a dual role at Eenadu was another defining moment of my career. Notably. Tata Teleservices. Experience was learning: When we started the journey at Eenadu. an NGO which focuses on children’s health and education. was pulledout of the hat. Milestone Brandcom. I joined the agency as a trainee in 1970 and worked there for four years. A dummy 3D cut-out of the phone was placed inside a hat. my main responsibility is the development of a new back-end software system that will be up for sale to other newspapers early next year. The innovation cost approximately `1. ad manager and director.” Milestone Brandcom has executed the campaign in cities such as Meerut.000 main milengi 2 lakh ki khushiyan’ offer. 4 mobile carrier. says. The agency has also used gantries. But some issues with my sponsorship cropped up and I had to stay back which turned out to be a defining moment in my career.000). which was a backlit execution. and on the main junction of the city. 2 0 1 0 . iske siva jana kahaan! „ As told to Ashwini Gangal I I ndia’s No. In 1974. Photon and Walky.1. The company’s OOH agency. Fate kept me in India: After my graduation. This gave the impression that the phone had come out of the magic hat. we learnt the tricks of the trade through trials and error.

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values and learnings for the students.” Seshadri adds. Google already has seven sales partners for AdWords in India. It is being published six days a week. web related solutions to advertisers. has come out with what it calls the ‘first time ever by a Hindi daily’. The internet firm has already set up a new call centre (inbound and outbound) in Hyderabad. Ludhiana. NaiDunia. He adds that the role of the partner would be to “help us reach or fetch more local marketers. online sales. science projects. Google will also establish its physical presence across various towns and cities in India. communicate with and teach the usage of AdWords to marketers. a page in the daily will be designed by students. They deserve knowledge supplement. a science section that will incorporate the latest developments in the field and FunDunia. a fun-n-learn section. The launch edition of the daily was distributed in 20 schools in Indore. providing assistance in Bengali. sales and development. without the physical existence of Google in the local areas.ohri@afaqs.can become a partner for AdWords. “There will be a mix of news. Web related solutions to advertisers. Mishra says. The content mix of the daily would include motivational. NaiDunia has brought this newspaper for the school children.7$/ GOOGLE Going Local The search giant plans to launch local-language call centres and appoint more sales partners to increase AdWords users in small towns.support to SMEs or marketers in the southern region for its AdWords program.com 42 afaqs! Reporter. which will provide regional language .” NaiDunia Disha will be made available in the schools on demand. Its first call centre went live in early 2009 in New Delhi. Talking about the genesis of Disha.” “Partners will be free to offer other value-added. However. such as Jaipur. About the content strategy of the newspaper. By Kapil Ohri G oogle India is beefing up its efforts to rope in more local advertisers for AdWords. Tamil.*. the firm plans to contact more than 2. By Sumantha Rathore T he Hindi daily. He clarifies that Google would not charge any fees from firms or persons who want to partner for AdWords. in addition to their textbooks. this newspaper will be published six days a week for students across Indore. the search firm will also appoint more AdWords sales/reseller partners in various cities in India.000 advertisers daily by 2011. Sridhar Seshadri. “The reason why students shy away from traditional newspapers is the newspaper itself. Cochin and Tirupur in the coming year to inform and educate local marketers on how they can utilise and leverage Google AdWords for their business. whom they will rope in for the AdWords program. To acknowledge this. Debu Mishra. NaiDunia plans to take this Berliner to its other major centres. the online advertising program that helps marketers to serve ads (as sponsored links) on Google’s search results page. The search giant is also contemplating the use of traditional advertising to reach advertisers in smaller towns. The content is not made keeping children in mind.com NAIDUNIA Targeting Young Titled NaiDunia Disha. such as webpage development. 2 0 1 0 . which would contact. Gwalior and Raipur.” says Seshadri. Bearing a cover price of `1. For this purpose. Since it is a newspaper for students. the daily will have something for all its young readers. Over the next few months. The launch edition of the daily was distributed in 20 schools in Indore. reaching more than 15. Kannada and Malayalam . In the near future. Google plans to launch more call centres in other parts of India. NaiDunia Disha is a Berliner-format newspaper. search marketing company or digital agency . vice-president. Surat. NaiDunia Disha is a Berlinerformat newspaper that was launched in November. the company has decided to set up new local-language call centres. Gujarati “Partners will be free to offer other value-added. The core audience of this eight-page newspaper is students from Class 6 to Class 12. especially small and medium enterprises (SMEs). Oriya. NaiDunia. “We may use print and radio advertising and beef up on-ground activities to add more AdWords users from smaller towns next year.1(:6'. a newspaper for school children in Indore. Ahmedabad. It is like a franchise system. Google India.” Right from news customised as per the needs of children to puzzles. from where it provides AdWords support in English and Hindi. says. NaiDunia Disha is being promoted through posters and banners in the schools across Indore city. this is not Google’s first customer care centre for AdWords in the country. Apart from this.000 students.” SRIDHAR SESHADRI and Marathi.000 advertisers daily at its New Delhi call centre. including Bhopal. Bearing a cover price of `1. Through the new call centres. „ sumantha. „ kapil. “We will inform SMEs through direct mails and conduct 100 road shows or on-ground events across 25 cities.” says Seshadri.” To extend reach. the media house plans to organise various contests and take NaiDunia Disha to the next level of engagement with its audience. They can organise on-ground events and contact advertisers directly. head.technology or web development firm. partners will be free to earn their revenue from value-added services.Telugu. educative and entertaining short stories. direct mailers and AdWords partners. Instead. The company claims that it handles calls from about 1. “Anyone or any local organisation -. the company has already initiated its endeavour to reach local marketers in smaller towns and cities such as Udaipur and Chandigarh through on-ground events. jokes and riddles to challenge young minds. reveals. December 1-15. Apart from contacting prospective advertisers over the phone.rathore@afaqs.

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to bring the concept of free mobile services in return for consuming SMS in India. “It was during my year-long tenure at the A “I feel I was very lucky to have worked with the launch team of Star Ananda. Blyk determines the type of content that the user would like to consume in future. Looking back. he decided to sit for the copy test at Contract. shares his journey so far with afaqs! Reporter and how he got into the television business. Black Magic Motion Pictures.” While conceptualising the channel. Calling the Star Jalsha launch . decided to pursue a course in chartered accountancy after graduating from Ashutosh College. Within a year’s time he was sent for an induction programme called Windows in Mumbai. Bhattacharya had to return to Kolkata again to look after his parents. astrology. After spending a year at Contract Mumbai. he decided to take a break.” Bhattacharya was then called to be a part of the launch team of Star Ananda . The company also plans to launch a slew of channels in other languages. run by the legendary Subroto Sengupta.a sweet success. Bhattacharya received a call from his ex-boss Uday Shankar who told him that he was planning to launch a Bengali general entertainment channel. sports. GECs as well as news channel.” reminisces Bhattacharya. Bhattacharya. Here. Bhattacharya got a chance to work under Uday Shankar. Red Bull. During this period. The mobile firm. he adds. Is it for advertisers? "Advertisers can use the service to serve branded messages. And one day on a friend’s suggestion. Though he cleared the copy test. He soon realised that it wasn’t his cup of tea. "We will spend about 50 per cent of our advertising budget on digital marketing. More interaction with messages implies more rewards. Bhattacharya knows that “the brand Mahuaa does not have much equity in the market. However. the joint venture between the ABP group and Star India. the producers and creating a production network. Star Jalsha. destiny had some other plans for him. he was deemed a better fit for the planning function. I spearheaded the launch of the channel. He joined a production company. OOH and below-the-line advertising. free data and SMS packages. It was at Leo Burnett that his talent received recognition and he was shifted to servicing. ESPN and Smirnoff. Blyk India. Yubaraj Bhattacharya will have a broader canvas to paint than as the programming head of Star Jalsha. he decided to pursue his first love . now has a new challenge.352). December 1-15. sends information.” production company. radio. In spite of its popularity.com he UK-based mobile messaging firm Blyk has partnered with mobile operator Aircel. who were unwell. tips and alerts for various categories such as entertainment. Pal says. Once there. Nokia.bhattacharyya@afaqs. Kolkata. “I feel I was very lucky to work with the launch team at Star Ananda as I got to learn a lot about the news business as well the television business in India. Bengali and Bhojpuri. including selection of people.” „ anushree. Bhattacharya looked for new directors.the 24-hours news channel by MCCS. use it for conducting market research and test their products and advertising before unveiling it to the general public. Based on the interaction of the user with the messages in the first eight weeks. events.” After working for three years. “I was called to launch Star Jalsha. “We began with 92 GRPs and within eight months. In less than 2 years we managed to break even. „ feedback@afaqs. country manager. so my task will be to develop the brand. career and lifestyle as interactive SMS or MMS to its subscribers. that I got intrigued by the art of making soaps for television. Bhattacharya." says Shubhodip Pal." There are no plans to use TV to promote Blyk services in India. So I focused on learning more about television production. Members can click on the SMS and use the interactive option to extract more information. The rest of the ad budget will be allocated to print. Mahuaa Media has both. I will get a chance to use my learning to develop Mahuaa as a big brand in the regional space. When he moved back to Mumbai a year later. LV Krishnan and Ravi Kiran. writers and new concepts. A new subscriber will receive messages from almost all content categories in the first eight weeks. His experience and knowledge of the Bengali television market was his biggest strength.” At Mahuaa TV his first job will be to build the brand. a user is required to purchase a subscription coupon (at `74) Pal: something for everyone from Aircel and register with the service. How it works? To subscribe to the service. apart from a news channel. he got the opportunity to work with many media stalwarts such as Pravin Tripathi. Mahuaa Media has two regional language GECs. who finished his schooling from St.film making. we were able to beat the market leader. Lawrence. he joined the media function of Chaitra Leo Burnett (now Leo Burnett). Aircel is promoting the Blyk service through various media. Depending on the usage of interactive features by its members. now the CEO of Star India. Bhattacharya says. As the CEO of Mahuaa Media.com 44 afaqs! Reporter. Blyk has already roped in 21 advertisers including Levis. he thinks that “Star Ananda changed the way the audience in West Bengal consumed news and ended up creating a market for Bengali news channels. Bhattacharya moved back to Kolkata for personal reasons. they will be rewarded with free talk time. 2 0 1 0 ./( ¦ 1(:6 YUBARAJ BHATTACHARYA I CEO I MAHUAA MEDIA BLYK.COM Click n Earn T Regional Challenge By Anushree Bhattacharyya key person credited with the success of the Bengali general entertainment channel (GEC). former boss of the ad agency Clarion. Blyk. At Star Ananda. which has more than 48 million subscribers in India.

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Chennai. The user has to select the right answers at each level to win a virtual amount of up to `5 crore. the game will be distributed as a downloadable application on the mobile sites of all major mobile phone operators. The media company has already unveiled the KBC microsite (KBC. Initially. Kaun Banega Crorepati (KBC). are offered. “We plan to keep the microsite live for the next six months and to upload more exclusive content. News Bureau R adio One. media and marketing. Pune.com). four lifelines including Phone a Friend. marketing. It (From left) Khandekar and Hukmani allows us to showcase the musical side and also the emotional side of the people in our industry. because perhaps. to launch a radio show that aims to give a larger footprint to senior professionals in advertising. “The duality of the idea excited us when we arrived at it. the new property allows B2B personalities to reveal their lives in a B2C environment. Khan: on the idea Kripalani. The one-hour show is aired every Saturday at 1 PM from November 27 across the seven cities where the radio station is present . “It will help us in bringing viewers back for the next season.” says Danish Khan. The channel also plans to launch a mobile phone game called KBC. director.$ AFAQS!/RADIO ONE Getting Together afaqs! and Radio One have come together to launch a radio show that introduces audiences to eminent advertising. developed by UTV Indiagames. The game. and you like them. this is for the first time that something of its kind is being tried in the industry and I am glad that we did it first. the leader in B2B marketing communications. Sreekant Khandekar. executive chairman. MSM. “Besides. this show will allow advertising and marketing profes- sionals to face the consumers of the brands they create. He adds. The first personality to be covered on the show was Piyush Pandey. “MSM also intends to monetise KBC’s digital presence. head. and Double Dip. Nitesh The game will be distributed as a downloadable application on the mobile sites of all major mobile phone operators. 2 0 1 0 . business development and digital syndication. Moreover. there are plans to offer it on mobile applications stores owned by various operators and handset manufacturers. is the virtual replication of the quiz show and lets users play the quiz on the mobile platform.” Is it just a branding exercise. December 1-15. listen to so many jingles and FRQWLQXHG RQ SDJH  > > SONY Going Digital Sony intends to keep Kaun Banega Crorepati alive through a microsite and a mobile version of the game show after the show goes off-air. after the show goes off-air. where it uploads videos and games related to the show. Ahmedabad and Bengaluru.” “The idea behind the mobile game and KBC’s online presence is to replicate the experience and build engagement with the game show or KBC brand. if the user gets stuck on a question. apart from keeping the brand alive. Audience Poll.” He elucidates that the game application will be offered for free but mobile users will be charged (by the mobile phone service FRQWLQXHG RQ SDJH  > > 46 afaqs! Reporter. or does MSM aim to monetise the mobile and online presence? Kripalani clarifies. beyond the onehour show on the TV channel.1(:60('. points out. You watch so many films. media and marketing professionals. using music to build connections. By Kapil Ohri M ulti-Screen Media (MSM) aims to utilise mobile and online media to retain consumer interest and earn revenue from the quiz show brand. vice-president. 94. Later. Christened the Radio One afaqs! Show. Ogilvy India.Mumbai. Kolkata. has partnered with afaqs!. after the show goes off-air. Delhi. Sony Entertainment Television. afaqs!. says. Both the mobile game and the microsite will be retained and fresh content will be uploaded. the joint venture between Midday Multimedia and BBC Worldwide.” Vineet Singh Hukmani. Indiatimes. a total of 13 questions of progressive difficulty are presented to the mobile phone user during the game. says.3 Radio One. during the current season and after the TV show goes off-air.” He further adds. “I am pleased about this show. managing director. Similar to the game show on TV.

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mind. Wife Swap has been created by Stephen Lambert. two weeks. Navin Khemka. Aditya Birla Group and Microtek for the microsite.SONY 1(:60('. extreme limits. During the second week. the show might find acceptance. While Pati. ing Indian values in Amit Ray. the two couples meet for the first time ZenithOptimedia. adds that from the audience’s and discuss how they felt about the two weeks.the Indian version of the popular American reality show. “The show might find audience in the upper strata of the society.” „ kapil. the trade believe that going by Sony’s will be designed keepviewership profile. two families.$ Swapping Wives Going by past experience. is of the view. senior vice-president. According to Prajjal Saha. but they also ran into legal trouble and were eventually pulled off air. At the end of the might land with the same fate as Sach Ka Saamna. afaqs!.com. Speaking about Wife Swap. replacing. “We are enthused to be a part of this radio show that will bring some of the biggest industry figures closer to a broader set of audience. ‘maximum faqs’. president and COO. This will be done by capturing interesting facets related to their < FRQWLQXHG IURP SDJH  < Going digital provider) for data usage. caters to modern India. The Moment of Truth. Apart from this. will explore the music tastes of advertising.” The show plays on the tagline.” “The show. Patni Aur Woh was telecast on Imagine TV (formerly NDTV Imagine). „ feebback@afaqs. Jawaharlal Nehru University. Will the concept work? By Anushree Bhattacharyya I n the past. while borrowed from the international format.” „ anushree. It appears that now Sony has decided to walk the same line as it readies to bring in a reality show called Wife Swap. the show is expected to go on-air early next year. advertisers tend to stay away says that the concept of swapping wives might be from such shows. Sony. 2 0 1 0 . which and Sony. ‘Maximum faqs’. many feel that the show allowed to set their own rules. it will not be possible to go ahead tional reality show or will Wife Swap meet with a with such a show as it will generate a lot of backlash. On the other hand. makes an attempt to reflect the spirit and passion of the team at afaqs!. says. chief operating officer. the Indian adaptation of BBC’s Baby Borrowers. Indian society is still very conservative.to India. afaqs!. banner advertising and sponsorships. “We aim to generate 5 per cent of the total revenue that KBC generates on TV. the audience at large needs to know who created those jingles and who are the unsung heroes of the advertising and media fraternity. the show is “a great opportunity to reach out to a wider audience with news and facts from our industry.bhattaharyya@afaqs. The name of the show can be misleading. However. On how much revenue MSM aims to generate from the digital presence of KBC. Sach Ka Saamna was aired on STAR Plus. The TV channel has roped in advertisers such as Idea Cellular. counsellor. and their new families must adhere to these rules.” Originally produced by the UK independent television production company. the show will definitely not appeal to the masses as it is against Indian values.a popular UK reality show . Also. Patni Aur Woh. and Sach Ka Saamna . Each wife leaves a house manual. So. getting married on television has fate similar to that of other such shows? Nandu Ram. Kripalani replies. says.ohri@afaqs. executive editor. One can catch the recorded version of the radio show subsquently on afaqs. After all. Amit Kaur.com prevalent amongst certain sections of Indian soci- << FRQWLQXHG IURP SDJH  A New Wave you love some. business head. Delhi Police (Women Cell). Ajit Thakur. During the first week. the new wives are ers for the show. as a channel. swap wives for two weeks. as they are aware of western culture and lifestyle. Nevertheless. that will help build better quality awareness the way the industry works”. many Hindi general entertainment channels have tried their hand at sensational reality shows. will be designed keeping Indian values in mind. As per the international format. Sony is set to bring Wife Swap .com The show on Radio One. such as Pati. while While a few sociologists feel that borrowed from the the average Indian is not mature enough to accept such shows. Produced by UTV. it will not be difficult for the channel to find viewexplains her role and duties in the family. usually from vastly different social backgrounds and lifestyles. Both shows managed to gain enough attention. many in international format.point of view. wherein ‘maximum music’ reflects Radio One’s proposition and sets out to explore the music tastes of B2B personalities featured in the recently launched ‘Who? 2010’ directory. careers and their work. December 1-15. Centre for the Study been accepted but swapping wives can be going to of Social Systems. MSM has a dedicated digital sales team. professor. The revenues earned will be shared between MSM. which will monetise the microsite through preroll video ads. ‘Maximum music. in a bid to capture the essence of the human beings behind the designations. UTV Indiagames and the mobile phone operator. Indian audiences are not yet ready for sensational reality shows. media and marketing personalities. which will be integrated with the music that is played on the show.” Prasanna Singh. “So far. Is the Indian audience ready for another sensa. but the content will be in line with Indian society and its beliefs.com 48 afaqs! Reporter. on the other hand. the new wife must follow exactly the same rules and lifestyle of the wife she is ety but people may not be happy with such a show being aired on national television. “The show. RDF Media.” Lintas Media Group opines that AJIT THAKUR Indian audiences are modern and are aware of western culture and society.

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a gym activity was carried out. The idea is to keep it less cluttered. The lessons learnt from the experiences at the airports at Mumbai and Delhi have been implemented for a better plan. national head. brand manager. is being rolled out in six metros across the country. T3 will also have static media across the terminal. the media installed outside the airport has been backlit. wherein listeners were asked to share their Bhooki Galityan. where participants had to spin a NutriBar clock and if the hour hand pointed to the section which was not a part of the regular meal timings. “We continuously identify and cater to the needs of various consumer segments by developing products that specifically provide benefits linked to nutrition and wellness. 2011. This activity comes close on the heels of GlaxoSmithKline revamping its flagship brand.com T3 High on Digital Times OOH plans to install 200 digital screens by March. A ‘Corporate Complex Activity’ was also carried out. “Currently. “We have followed the less is more prin- Hemrajani: talking plans ciple. the person was awarded gifts. With the low attention span of the audience. it was imperative that we created an innovative activation platforms to engage the target group. a BPO-based activity was carried out. so that the value of each property increases. managing director. one has to look at various aspects. The next phase of the campaign was rolled out in Bengaluru. plans to set up 200 digital screens by end of March 2011. Bhooki Galtiyan campaign called for an action element. Horlicks. Hemrajani adds. Apart from the brand spots. At these units. where. December 1-15.Bhooki Galtiyan (Hungry Mistakes) and NutriBar GYM Offer.” He explains that while designing the media space and making the media plan. The on-air and on-ground campaign done by Big Live. on-the-move achievers. in addition to the media space available outside the airport. “Being associated with clients such as GSK has given us great knowledge about launching a campaign on such a large scale. don’t go crazy’. Times OOH claims that T3 will help it garner 40 per cent more revenue this financial year. The people coming to the gym were asked to check their weight by the promoter of the gym.7 For on-ground. the on-air activity consisted of two elements .” As part of the campaign. 2 0 1 0 . ‘Jab bhook lage tezi. the new Delhi airport terminal for 20 years. says. Amsterdam-based Ad Board International has designed the casing for the 65 inches digital screens. Vipul Gupta. Times OOH. Navneeth Mohan. Sunder Hemrajani. says. GSK. where the logo and packaging were redesigned to bring about a unified new look in all the products under the Horlicks portfolio. The main aim of the campaign in its first phase was to drive the target group . Dennis Sylavin and Le Lorrance to design the media space.” „ feedback@afaqs. Besides this. people were asked to try out the NutriBar and then guess its ingredients from the options displayed on a chart. oats aur 11 vital nutrients. For on-ground. after a gap of seven years. In view of the increased traffic at night (due to international flights). By Anushree Bhattacharyya T imes OOH. Aapka reason kya hai? Horlicks NutriBar . experiential marketing.males and females in the age group of 25-35 years . says. Discussing the product. a radio activity on 92.to try out the Horlicks NutriBar. Listeners had to SMS NutriBar followed by a space and then write down the mistake and send it to 55454. about 75 per cent of the media is occupied at T3 and the number will increase with the installation of more media. In the NutriBar GYM Offer. listeners were asked to carry three wrappers of NutriBar and go to the selected participating gyms across all six cities. where weighing machines with NutriBar’s creatives and NutriBar dispensing slot machines were placed. a BPO based activity has been planned in metros. On the initiative.” „ 50 afaqs! Reporter. Big Live. In fact. Horlicks NutriBar is a convenient snacking option that renders pleasurable nutrition for today’s young. News Bureau G laxoSmithKline’s Horlicks NutriBar recently launched an innovative campaign. who then educated them about the benefits of NutriBar. Times OOH has hired two UK-based OOH consultants. which recently bagged the advertising rights for T3. The campaign in its first phase was rolled out in Delhi. rice.iss mein hai wheat. Nutribar Nutrition Units had been placed. Chennai and Hyderabad that communicated the message: NutriBar khaane ke hazar reasons hai. Big FM was executed in all the six cities. Mumbai and Kolkata with a key message. where they could avail free trials.1(:6%7/ HORLICKS NUTRIBAR Endless Reasons Creates branded on-air and on-ground platforms to engage consumers in order to educate about the nutritional benefit of the NutriBar.

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one needed to go to complete extremes. in a witty way. radio. even in metros where occasions for use are high. Our communication idea actually amplifies the fact that till now.sayal@afaqs. This could. has rolled out a new ‘awareness’ campaign across platforms such as outdoor. Godrej Household Products. “While Good Knight mosquito repellent cream gives great protection from mosquitoes in any situation. so as to give a boost to its viewer- W ship and fill the gap of fiction-based shows over the weekends. With this extension. tries to communicate that there are easier ways to protect oneself from mosquitoes than full-body wraps. Currently. Godrej decided to launch the campaign during this time period. the solution is easier. with the line up as follows: Yeh Ishq Haaye (8 PM). in a humorous way. ‘There’s a simpler way to protect yourself from mosquitoes. the personal application category is highly underpenetrated. A cut-out hoarding was also created. Star One plans to use this gap and increase the sampling of its weekly fictions. Thus. household insecticides. this move will help us aggregate eyeballs during weekends. Kapil Dev Pillai. print. train wraps. the weekend slots are heavier with weeklies. Dhoondh Legi Manzil Humein (9 PM). However.com STAR ONE Time for Some Ample Sample? Saturdays are usually free of fiction shows.30 PM). has extened its prime time programming to Saturdays. web and on-ground.” “Also. Viewers could sample the channel and its shows and then choose to stay back on it if they like it. channels keep adopting new strategies to increase their shares of the ever fragmenting viewership pie. with an aim to tap into the male and youth audience segment.’ The campaign stems from the fact that compared to in-home mosquito repellents such as coils and mats. December 1-15. hoardings and Meru Cab branding. (Left) OOH hoarding and train wrap The outdoor campaign is being handled by Pioneer Publicity. if one wanted outdoor protection from mosquitoes. Geet (9. The three-monthlong campaign. the second GEC from the STAR stable. The campaign employs full bus wraps. Nikhil Mirchandani. since audiences are generally hooked onto their favourite shows during weekdays. Pyaar Kii Ye Ek Kahaani (8. Star One will push its prime time shows from five days a week (Monday-Friday) to six days a week (Monday-Saturday). will run till December.” he adds. says. the ads show people trying to protect themselves with strange body wraps wherein the copy reads. So why did Star One choose to take such a step? Speaking to afaqs! Reporter. By Anindita Sarkar ith the Hindi GEC space getting fiercely aggressive with each passing day. the ads try to highlight the fact that fear of mosquitoes can compel you to take bizarre measures outdoors. in reality. while Sony launched a new weekly show with original content to feed its Saturday 8 PM slot. With this extension.” Since concern for mosquitoes outdoor is highest at the outset of this season. „ surina.30PM. 2 0 1 0 . says. All other media planning and buying is being handled by Madison Media. translate into loyal viewers on weekdays. general manager. Zee TV decided to advance its weekday original programming to 6 PM from Monday to Friday.GOOD KNIGHT 1(:622+ Naturally Bite Free The new OOH-led campaign for Good Knight Naturals. our belief is that it brings greatest value to consumers in outdoor usage. Star One. Now. category head. Star One will run 15 hours of original programming (five shows) from 8PM to 10. Conceptualised and created by JWT. kicked-off in October. non-fiction and reality content. “Research Mirchandani: on the weekend path shows that the television consumption habit of viewers on weekends is no different from that on weekdays. Recently. beginning November 27. wherein we could fill the gap and cater to the fiction-based viewers over the weekends (Saturdays). Star One. Star One will run 15 hours of original programming (five shows) from 8 PM FRQWLQXHG RQ SDJH  > > 52 afaqs! Reporter. the mosquito repellent cream from Godrej Sara Lee. Thus. where no other realistic solution exists. we saw that there was an opportunity to be tapped.30 PM) and Odhani (10 PM). therefore. By Surina Sayal G ood Knight Naturals. the genre will witness one more stunt to grab the untapped audience set.

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Gujarat is a part of the party. LQÀRZV LQ WKH FRXQWU\ led to strengthening of Indian Rupee against the US Dollar.SPECIAL INVESTMENT REGIONS 7+( *$0( &+$1*(5 ). /DUJH ).$/ 6(&725 . WRWDO ).. According to Reserve Bank of India. According to the latest Central Statistical Organisation &62.87 billion over the same period T he Indian economy is estimated to have grown over 7 per cent in 2009-10. LQÀRZ LQ HTXLW\ GXULQJ January to May 2010 was US$  ELOOLRQ 7KLV UHÀHFWV FRQ¿dence in Indian economy and the same was also highlighted in the Economic Survey 2009-10. exciting times are beckoning.. by June this year India’s foreign exchange kitty stood at $271 billion.1$1&. an increase of $9.1 *8-$5$7 With the Indian economy booming and striding past other major Asian players.

90% 0.40% -4. insurance and real estate sectors rose more than 9. The Securities and Exchange Board of India (SEBI).10% Source: International Monetary Fund World Economic Outlook 54 afaqs! Reporter. Vibrant Gujarat Summits.10% 3.40% -3. puts the number of registered Foreign Institutional Investors (FIIs) at 1.00% 6.10% 5. December 1-15.40% 2010 1.20% -5. The ECONOMIC GROWTH PROJECTIONS BY IMF COUNTRY/REGION US UK EU JAPAN CHINA INDIA Advanced Economies 2009 -2.7 per cent in 2009-10.50% 0.50% 5.40% 1.70% -1.70% 9.30% 'HXWVFKH %DQN 5HVHDUFK VD\V *XMDUDW LV RQH RI WKH PRVW LQGXVWULDOLVHG VWDWHV ZLWK  SHU FHQW SHRSOH OLYLQJ LQ WRZQV DQG FLWLHV last year.70% -4. Investment is increasing and India is surely a lucrative market.710 till May this year.30% 1. 2 0 1 0 . Gujarat has been a major investment region out of all the states in India. GDWD ¿QDQFLDO VHUYLFHV banking.40% 8. held bi-ennially since 2003 have helped attract more than $300 billion worth investments in the state. The Government of Gujarat is organising the Fifth Vibrant Gujarat Summit in January 2011 Emerging Economies World 1.

gems and jewellery.21 in Gandhinagar. Gujarat. The state accounts for around 15 per cent of country’s stock market capitalisation.” Shah said. According to the SocioEconomic Review of the state government. 2 0 1 0 55 . The primary market in India witnessed improved activity during 2009-10. drugs and pharmaceuticals. For commodities. Associate Director. the state has a major contribution. Khatua. and a per capita income of $915 at current prices.” said Naveen Mathur. the largest producer of processed diamonds. Owing to better infrastructure the state contributes 16 per cent to the industrial production of the country. and the third largest denim producer. the neighbouring China will grow by 9 per cent. “In terms of trade volumes IURP HTXLW\ PDUNHWV *XMDUDW accounts for around 15 per MONEY MATTERS According to the global economic growth projections by the International Monetary Fund. Gujarat has a Gross State Domestic Product (GSDP) of $45. with 37. while India is expected to clock a growth of 6. December 1-15. The average annual GSDP growth rate from 1999-2000 to 2007-08. At current prices. investors and farmers from the state and will go a long way in popularising commodity futures market among the community. The state also has extensive road and rail network. 21 per cent of exports and 9. dairy. “The website provides a window of information to traders.C. Angel Broking. was about 15.3 billion. Gujarat ranks ¿UVW LQ WKH µUHJLRQDO VFRULQJ WRRO¶ among 27 states in the country.5 per cent of the work force.4 per cent this year. TOP FIVE FDI DESTINATIONS OF THE WORLD RANK 1 2 3 4 5 COUNTRY China India United States Russian Federation Brazil Source: IMF World Economic Outlook *XMDUDW DFFRXQWV IRU RYHU  SHU FHQW RI FRXQWU\¶V VWRFN PDUNHW FDSLWDOLVDWLRQ  SHU FHQW RI H[SRUWV DQG  SHU FHQW RI WKH WRWDO ZRUN IRUFH attributed to the popularLW\ RI HTXLW\ DQG FRPPRGLWLHV trading in Gujarat are higher risk-taking appetite of Gujaratis. petrochemicals. Forward Markets Commission had said when MCX launched the Gujarati language website two years ago.3 billion in 2007-08. Amount mobilised was `57. People from Gujarat constitute for major chunk of retail investors of the national stock exchanges.” said Mayank Shah. Commodities and Currencies Markets. The number of companies which accessed the primary market was 76 in 2009-10 compared to 47 the previous year.8 per cent.22 mobilised during 2008-09. Gujarat is surely on its way to growth and ¿QDQFLDO VXFFHVV „ afaqs! Reporter.5 billion during 200910. the trade volume in agro-commodities from Gujarat is about 25 to 30 per cent of the total trade. rich entrepreneurial sense and VRXQG ¿QDQFLDO HQYRURQPHQW LQ the state. 96 per cent of WRWDO ¿[HG FDSLWDO LQYHVWPHQW  per cent of the value of output and 95 per cent of value-addition in the state’s industrial products. small and medium enterprises. The 12 major industry groups together account for 86 per cent of total factories. 13 domestic airport and one international airport. the Gross State Domestic Product (GSDP) of Gujarat was about US$ 76. There are 42 ports. Gujarat was among the states that recorded very high GSDP growth rates in the last decade. Gujarat is a leader in several industrial sectors such as chemicals. as against `16. growing interest in business and entrepreneurship. People from Gujarat are generally have acute business and entrepreneurial instincts DQG ¿QDQFLDO LQVWLWXWLRQV DUH leaving no stone unturned to KDUQHVV WKLV WR SUR¿WDELOLW\ DQG commercial opportunities. textiles and engineering. With a 50 million population and the geographic area that is 6. The number of Initial Public Offerings (IPOs) increased to 39 in 2009-10 from 21 in 2008-09 and the number of rights issue increased to 29 from 25 during the same period.5 per cent in the 200207 period. With rising per capita income.2 per cent of the country. Gujarat has always been at the forefront as IDU DV WUDGLQJ LQ ¿QDQFLDO VHUvices is concerned. Chairman.*8-$5$7 6(&7. While every other state in India is striving hard for growth and development. According to a Deutsche Bank Research report. has the largest gas-based single location sponge iron plant. Gujarat has better infrastructure as compared to the other states. Both the stock exchanges now have their websites in Gujarati language as well. “Between 14 to 16 per cent of the total volume of trade happening on the two national commodity exchanges (MCX and NCDEX) happens from Gujarat.” B. The State is home to over 800 large industrial units and 3. compared to the other states. CEO of Anagram Capital Ltd.20 lakh micro. Gujarat demonstrated a high industrial growth rate of 12. It is one of the most industrialised states. Gujarat is the world’s largest producer of castor and cumin. improvLQJ LQIUDVWUXFWXUH DQG DGHTXDWH governmental support. “Since the state is the largest producer of castor and cumin seeds.4 per cent people living in towns and cities. cement and ceramics. Some of the reasons Mathur cent.

Das has worked on brands such as VW. GE Transportation India. PepsiCo. having worked on a spectrum of brands including Adidas. In his previous assignment. as chief executive officer. CEO. Publicis Ambience. Also.com. According to sources. Rather. Madura Garments and Idea Cellular. “Traditionally. Virgin Mobile.sarkar@afaqs. Sri Lanka. Kaul brings to the network 12 years of experience in the television business. he will look after the agency’s South Asia operations. based in Hyderabad. After Leo Burnett. that does not mean that other forms of content will not work. Singh began his career with Ogilvy and later moved on to Rediffusion Y&R. December 1-15. he is expected to handle the media requirements for clients such as Hyundai. He will be based in ESI’s Gurgaon headquarters and will report to Sawhney. Malik will head the management team and look after the distribution. Parker. Tata Docomo. Mumbai. at NDTV Media. Prior to this. His immediate mandate entails managing all branding related activities for Virgin Mobile. espnstar. Aniruddha Banerjee. the digital arm of Havas Media. VW. Kaul will report to Sunil Lulla. weekends are good to tap into the audiences as it is a less competitive environment. Kohler. Uninor. Rediffusion Y&R. An IIM Kolkata alumnus. However. eventually. DIGITAL > Dealsandyou. MEDIA > Sports broadcaster ESPN STAR Sports (ESS) has appointed Aloke Malik as managing director. He will report to Anita Nayyar. ICICI Prudential and Skoda. which includes its India operations.” says Mirchandani. “it really does not matter what format the show belongs to”. MPG India. managing director and chief executive officer. Hyundai.” he says. ZenithOptimedia believes that if a particular programme appeals to the audience. mobile ESPN and Event Management Group. Earlier. he spent several years handling diverse portfolios of operations and marketing and also headed its consulting division. Kachru led new business incubation and corporate development functions across the Smile Group. Ecselis. marketing communications.1(:63(23/( >> MOVEMENTS/APPOINTMENTS<< ADVERTISING > After spending over two years with the agency. Tata Walky and Tata Photon. His stint at Publicis Ambience ended last month. and later moved on to Discovery Communications and STAR India. popularly known as Venkat. Virgin and Docomo. he joined Everest Brand Solutions in November 2004 as chief operating officer. Prior to this. Hugo Boss. He is also a certified Six Sigma professional. VLCC.as account director. MD of Media Contacts’ SEM and SEO operations. 2 0 1 0 . Singh was VP. Visa and Maruti. investments. the operations for the two brands. Banerjee began his advertising career with Contract Advertising in 1988. brands. chairman. AXIS Bank.30 PM band. Kachru is an MBA in finance and international business from Narsee Monjee Institute of Management Studies. Southeast Asia and India. Yahoo!. the Scan Group. Tata Teleservices has five brands . Lufthansa. Kingfisher Airlines. TATA AIG. „ anindita. Asian paints. Arnab has devised digital strategies for brands like Accenture. where he headed the Airtel account as national business head. Radico Khaitan and many others. He had moved to Maxus from Lintas media Group where he was heading the Maruti business as vice-president. In January this year. He also had a decade long stint with General Electric. He has been involved in online marketing since 1999. are in the process of being integrated. In his last assignment as country director. a UK -based agency. Pakistan and the Maldives. the move is definitely good and different as “the channel is trying to put eggs in different baskets instead of just one”. At Tata Teleservices. Nepal. He then joined Leo Burnett as client services director and was soon elevated as executive director and head at the agency. Once these shows settle. apart from Bangladesh. thus. encompassing various areas across e-marketing. “We have launched three fiction shows in less than a month. It’s just that the content has to be appealing enough. Mudra Connext. Armed with a decade-long experience in online communication. Maxus.com has elevated Gaurav Kachru to chief executive officer.” Satyajit Sen. > Ravi Kabra. he will report to Max Hegerman. president.30 PM. > Media Contact. Kachru led the Manpower Global Accounts business in 14 countries across APAC. In the past. which has businesses with WPP. marketing. as part of a senior level restructuring. Based in Mumbai. Prior to this.30 PM band soon. Malik was chief operating officer. Earlier. Armed with more than seven years of experience. Tribal DDB. that will be pushed up to 18 hours of original content as the channel plans to launch a new fiction show in the 10. Barclays. ESPN Software India (ESI). Based out of Gurgaon.” adds Mirchandani. Idea Cellular. Mitra joined Media Contacts in 2009. He started his career as a media planner with HTA Fulcrum. Malik has more than 23 years of experience in general management. Dell. Singh will report to Ritesh Ghoshal. he helped grow sales for the locomotive business. Adidas. Mitra joined Media Contacts in 2009 and has earlier worked with Purple Media. Right now. Intel and Microsoft. However. Subsequently. Mitra served in the capacity of director with the company. > Tribal DDB India has appointed Abhishake Das as creative director wherein his mandate will be to head the creative function with a strategic approach. CEO. Times Television Network. Idea Cellular and Wrigley. Prior to this.. Reliance.reality and movies. Smile Interactive Technologies Group. Five years later. MD. founder and chief executive officer. channels have placed long format content such as reality and movies on weekends because audiences have more time at hand. has been appointed senior director. There are not many fiction shows on weekends. Group Buying Global AG and Brand Alliance Network (private shopping). across agencies such as Media Direction and Lintas Media Group. is the strategy good enough to help the channel gain viewership? According to Manas Mishra. we will bring in a new show for the 10. Kabra served as a senior researcher with a leading Indian market research company wherein he worked with clients across industries on quantitative research projects. At MPG. “Consumers do not put on a different hat on a Saturday or a Sunday. Jet Airways. It. weekends cater to specific genres . follows that Singh’s position is a new one. has been appointed as the director of new business for South and Southeast Asia.Tata Indicom. Therefore. STAR One will launch a marketing campaign announcing the extension of its programming line up next week. A compilation of some major people movements in the last fortnight MARKETING > Anant Pal Singh has joined Tata Teleservices as GM. Singh joined Everest Brand Solutions -. He was associated with the organisation for two years before he joined Mudra. sales and distribution across a wide range of industries and consumer groups and has worked in diverse international markets such as Russia and Bangladesh. HSBC.. Tata Docomo and Virgin Mobile.com 56 afaqs! Reporter. South Asia and Rajeev Bala. M3M.Rediffusion Y&R’s second agency . STAR Cricket. South Asia. Media Contacts. India and work on brands such as Volkswagen. ASUS. he was named chairperson. East. has put in his papers. Venkatasubramanian has 18 years of experience in the media domain. sales and marketing of the company’s multi-media brands including ESPN STAR Sports. executive vice-president and country head. Havas Media. to 10. Nescafe. has elevated Arnab Mitra to regional director. HDFC. > Ramachandran Venkatasubramanian. they have more time on hand to watch better content. So. he was client leader. after serving as president. Mudra. could keep the small town people hooked onto it. the strategy could actually work for the channel and in fact. playing along the core thought: ‘Aap Shaniwaar ko kya kar rahe hai?’ “80 per cent of the promotions will be on the STAR Network. Banerjee joined Publicis Ambience as its president and chief operating officer in March 2007. < FRQWLQXHG IURP SDJH  < Time for. Das was with Zed Digital. Kachru will report to Harish Bahl. head. Having spent two years there. Some of his earlier stints include local and multi-national companies such as ITC. MTS. In his new role. Zoom. Puma. As part of his new mandate. Reliance Retail. > Times Television Network has roped in Avinash Kaul to head its Bollywood entertainment network. He says. he moved to Bates for a stint that lasted eight years. the interactive arm of ZenithOptimedia. he moved up the ladder to head the agency’s Delhi operations. Publicis Ambience.

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Inspired by nature and its role in the innovation in Scandinavian culture. Spiraling ‘a’ almost gives you a feeling of a tornado. yet magical qualities of evoking an emotional response in you. 2 0 1 0 . Who cares for critics that are interested in what could have been done and in the missed opportunity? When people embrace change they do so with open arms. The logo for Docomo has been designed by Wolff Olins of London. Type should tell you whether the brand is stiff or flexible. The logo of Vodafone is designed by the London-based Brand Union. let’s look at what goes behind designing a logo and how to judge one. Styling of the graphics is near perfect to represent the preciseness with its orderly alignments and placements. type and colour used should have a relationship with the target group and company values. blue and black are used in the identity to enhance the ‘Inspired by nature’ feel. Leo Burnett India Designing or judging logos is a very difficult task especially for telecom. It uses a purposeful tranquil feeling by delicately designing the symbol and the typography. Colours are young and vibrant and bring in fun and energy. Typography is bold. This was in October. Redesigning and implementing a new identity is a mammoth task. in an instant. takes months to reach every circle. The style should communicate the personality or A K V SRIDHAR NCD. Colour used should communicate the intended message or emotion instantly. It’s unbelievably true that the colour red makes your blood pressure soar. Because consumer outcry is one thing and industry opinion is another. cleanly. More recently Airtel launched its new logo and again it’s the social media. bold or fragile. confident yet very friendly with its lowercase usage. Now let’s keep these parameters and look at some telecom logos through my point of view (not the creator’s). provides energy and excitement to the brand.%/2*)$46 Presenting afaqs! Reporter blogs: Get insights and fun picks from our renowned panel. It’s styled in a vibrant and youthful way to communicate with the changing Indian consumers. A delicate and thin san serif font is used to enhance Scandinavian design aesthetics. Here’s a look at what goes behind designing a logo and how to judge one. leave alone the streets. Ever thought why this happens? It’s the colours. hence the fun typo design. Hope we can fill in the GAPs. Uses its name that means ‘every where’ in Japanese (Dokomo). which deals with more interfaces and touch points than most categories. Red. it may well create enough excitement in the market. which deals with more interfaces and touch points than most categories. December 1-15. ‘GAP’ withdrew the new logo it had introduced and brought back the classic blue box. for instance when you look at the golden arches of McDonald’s you feel happy and hungry at the same time. While the new Airtel logo may just have fallen short of critics’ expectations. The colour red is used for depicting energy and passion of the brand. and at the same time makes your stomach rumble. Designing or judging logos is a very difficult task especially for telecom. keeping in line with the brand promise. functionality or special attributes of the brand like: indoor. Yellow arches make you smile while the red McDonald’s background makes you feel hungry. The graphics. Uses alphabet ‘A’ in lowercase in a causal yet dynamic way. open or friendly. this propeller like symbol was designed to communicate the delicate balance of movement and change. White. All the elements are used to perfection and is a classic example of art and science of design coming together. I want to gently remind our tweeting and statusupdating judges the parameters for gauging a good logo and viewing the design in the context of a telecom brand. Colours used should represent and relate to the business and its aspirations. „ 58 FOTOCORP afaqs! Reporter. feminine or masculine and so on. Graphics are designed for flexibility to be used freely. which do the trick. Needless to say how simple it is for the people to comprehend and connect with the brand and the category. generating lots of kinetic energy. orderly. It’s styled to perfection to connect with the youth and VAS users. To be fair. this logo was designed for the Indian market to communicate ‘Do the new’. When you judge a logo you need to keep five simple things in mind: The symbol used should signify and communicate something about the brand’s ambition or vision in a clearly identifiable way while keeping the historic. approachable service. Type should communicate a certain feel and vision of the brand. icons. cultural and category relevance in mind. This logo keeps the evolution of the consumers in mind to bring in flexibility for co-creation by the consumers. the colour of passion and action. The logo has been designed by Brand Union. Iconic logos have simple. which has been harsh and unkind. goals or aspirations. Typography in the Airtel logo is youthful and inviting by using lowercase and reiterating its values of friendly. Before we get into merits and demerits of the case. It uses speech mark as a symbol to communicate the brand’ s ambition. What’s in a logo? Ask GAP Airtel recently launched its new logo and social media has been harsh and unkind to it. fter a public outcry on social media. outdoors.

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DDB Mudra Group and Subhash Kamath. managing partner. Sudha Natrajan. a rock band formed by three industry hotshots . Sarita Vij. Sandip Vij & Vineet Singh Hukmani (Left) Sudha Natrajan & Jehangir Pocha Team AIDEM at the launch of Who? 2010 (Left) Sreekant Khandekar & Kamal Oberoi 60 afaqs! Reporter. December 1-15. (From Left) Vanita Kohli-Khandekar. 2 0 1 0 . Percept H. It was a treat to watch eminent members of the advertising and media frat shake a leg to the tunes of Wanted Yesterday.Prabhakar Mundkur. media and marketing. national creative director. a comprehensive listing of the people who matter in advertising.Niraj Dutt with Sreekant Khandekar unveils Who? 2010 "Wanted Yesterday" at Work: (from left) Ralp Pais. Here’s a photo feature of the launch party that saw the who’s who of the industry share some light moments. The book was launched by Sreekant Khandekar of afaqs! and AIDEM’s Niraj Dutt on November 25th at the Delhi’s hottest club. CEO. BBH India. Rajeev Raja and Hitesh Dhutia WHO’S WHO afaqs! released another edition of Who?. F Bar. Subhash Kamath. Rajeev Raja.

Navroze Dhondy & Sreekant Khandekar (From Left) G Krishnan and Amit Kumar with a guest (Left) Alok Agrawal & Naresh Gupta (Left) Vineet Singh Hukmani & Ramesh Krishnan (From Left) Amit Tripathi. Dilip Venkatraman. Sandeep Sharma & G Krishnan (From Left) Prathap P.3+272)($785( (From Left) R Rajmohan. Sarita Vij & Manish Vij (Left) Satbir Singh & Prajjal Saha afaqs! Reporter. December 1-15. 2 0 1 0 61 . Ashish Bagga & Suresh Selveraj (From Left) Titus Upputuru. Dilip Venkatraman. Suthan. Maheshwer Peri. Vanita Kohli-Khandekar & R Rajmohan (Left) Suprio Guha Thakurta & Shouvik Roy (From Left) Sandeep Vij. Prasanna Singh.

Sudha Natrajan & Prathap Suthan (From Left) Sandeep Vij.201301. 1.3.com Terms & Conditions: ‡ Please mention your name and address on the back of cheque/DD.400 /You Pay Rs.440 /You Save 15 % 25 % 40 % Best Offer 2 Years YES. I WANT TO SUBSCRIBE TO THE afaqs! Reporter RIGHT NOW ! (Tick whichever is applicable) I want a six-month subscription. 900 /Rs. Last Name Home 2I¿FH State Company / institution Fax 2I¿FH 1XPEHU Call +91-120-4077800 / 837 (From Delhi: 95120-4077800 / 837) ALL PHOTOS BY SUSHIL KUMAR . ‡ This is a limited period offer valid in India only. ‡ Please allow 2-4 weeks for delivery of your magazine. 1. Noida . Anirban Chaudhuri & Kunal Gill (From Right) Niraj Dutt & Kartik Iyer The Steal-a-Deal Term 6 Months 1 Year Offer No.200 /Rs. ‡ Offer valid for new subscribers only. 600 /Rs. India. B . 2. For Enquiries: Mail: subscriptions@afaqs. ‡ Printout of this form is acceptable. Shravani Sen. First Floor. I want a two-year subscription.3+272)($785( (From Left) Raghav Subramanian. 500 /Rs.4. I want a one-year subscription. First Name Billing Address Address City Postal Pin Designation E-Mail Phone (Please mention one number atleast) Residential Number Mobile Number Cheque / DD should be in favour of afaqs! Reporter and mailed to the following address: afaqs! Reporter. Sector . Samit Sinha & Vanita Kohli-Khandekar (From Left) Nagendra Choudhary. ‡ All disputes subject to Delhi jurisdiction. of Issue 12 24 48 Cover Price Rs. ‡ Offer may be withdrawn without notice.

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In Haroun and the Sea of Stories he has used free speech and imagination to say something deep in a light way. I love his language. While Rushdie dedicated the former to his elder son. perhaps to maintain sync with the current generation. December 1-15. The most striking aspect of the series is its treatment of the classical good versus the evil battle. JWT Delhi. T 66 afaqs! Reporter. As told to Ashwini Gangal 1(:6%22. The characters are lovely and it is a complete Rushdie! The prequel. is a part of IIM-Ahmedabad’s business books. is a fantasy epic with lots of sublayering in social psychology. confidence. The Wheel of Time by Robert Jordan. there is nothing which is definitively ‘right’. Next on my reading list is Freedom by Jonathan Franzen. There is something magical about the way Rushdie talks about this. That sounds suspiciously like a strategy! One is clear about what should not be done as compared to what’s the right choice. I just finished reading the sequel to Salman Rushdie’s Haroun and the Sea of Stories. I do a lot of re-reading. perseverance. I’m not into genres . The book points out the ways people can make use of their ambition. The protagonist plays nine levels to reach his destination . The fable is about magical realism and speaks of Luka’s quest for the fire of life to save his dying father.for me there are good books and bad books. however. Jo Hai (the present) and Jo Hoga (the future). Rushdie had something to say in that unlike in this one. Interestingly. management. It also has a mix of factors contributing to decision making at different points of the narrative. Managers Who Make A Difference Sharpening Your Management Skills. the latter is for his younger son.6 T 1HZ $UULYDOV MANAGERS WHO MAKE A DIFFERENCE 6KDUSHQLQJ \RXU PDQDJHPHQW VNLOOV $XWKRU 79 5DR 3XEOLVKHU 5DQGRP +RXVH .5HDGLQJ 5RRP ANUJA CHAUHAN Former Executive Creative Director and V-P. My favourite authors are Vikram Seth. sense of purpose. Rushdie has based the story on a video game. and resourcefulness to develop successful management skills. 2 0 1 0 . The book is illustrated with anecdotes and experiences of well-known managers with an array of tips and self-assessment tools to sharpen one’s management skills and is a non-academic book from the faculty of IIM Ahmedabad. it is about choosing from different plausible equilibrium points in the environment. rather.a book called Luka and the Fire of Life. Decision making is not about making choices from various isolationist factors. It also examines how behaviour can shape the perception about managers at work. This book highlights the qualities one needs to be a successful manager and how an executive can enhance the qualities he/she already possesses. It talks about the three ‘Jos’Jo Tha (the past). Joseph Heller. Georgette Heyer and Douglas Adams. Catch 22 (by Joseph Heller) and Catcher in the Rye (by J D Salinger) are my favourite novels. philosophy and interestingly. and author of The Zoya Factor and Battle For Bittora he series.the fire. was better as it was penned right after the fatwa.QGLD he book. While what is evil or ‘wrong’ is definitively so.

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000 people started using the site to build a dream car.60$57. enabling visitors to design and assemble a virtual car from scratch. December 1-15.com and Cararzoo. Maiti. „ kapil. gear-box and tyres). however. To get this traction. The user who earned maximum points was awarded a free holiday trip. Once the car-building process was complete. the user had to register on the website and clear various stages. Linkedin. Carwale. By Kapil Ohri banner ad titled .'($ TATA MOTORS Putting the Pieces Together A digital initiative. the user was asked to bring together various interior and exterior parts of the vehicle. of that about 90 per cent registered through e-mail IDs. a cross between a Sports Utility Vehicle (SUV) and a Multi Utility Vehicle (MUV). Sandip Maiti. As per an industry estimate.com. was live on the internet in September to promote Tata Motor’s Aria. where users found more than 500 car parts and accessories. a smart way of engaging the customer and driving home the buzz. which could be utilised to design and build (assemble) a virtual car from scratch and earned points in the process. To develop the car. which needed to be fixed accurately in the skeleton or chassis in order to move to the next stage. Buildadreamcar.” Despite the confidentiality maintained by the digital agency. In the later stages. “The site was actually a teaser campaign . Moneycontrol. The advertiser will reveal its identity on its own. which gathered more than 500 fans. the user was provided with basic car parts (such as engine.targeted towards automobile enthusiasts . choose special accessories and select a colour for the car. The car was launched in October this year. com. Tata Aria.com was associated with Tata Motors’ latest offering. while the rest accessed the site through the Facebook Connect option. the user was then asked to write a review of the vehicle. When contacted. 2 0 1 0 . Of that. chief executive officer of Experience Commerce said. “We can’t divulge the name of advertiser at the moment. about 90 per cent registered through e-mail IDs.com. declined to comment on the forum discussions and search results. the banner ad redirected the user to a website.ohri@afaqs.com. to create buzz about its upcoming vehicle. The average time spent on the site was seven minutes. the brand behind the teaser campaign. However. Indeed. the advertiser had already served more than 50 lakh banner ad impressions on various websites. combined with a search on Google search for the keyword: Buildadreamcar indicated that Buildadreamcar. which was a five-stage process.launched by a leading automobile manufacturer. the development of the site was credited to Mumbai-based digital agency. A Facebook brand page. revealed. Did the website gain traction? The digital agency claimed that 6. The website was made like an online workshop. as well as the Google content network this September. Surprisingly. Experience Commerce.000 people used the site.com. was also created for the campaign. however.com.com. the advertiser (Tata Motors) must have already spent up to `10 lakh on website development and the banner ad campaign.Build a dream car was live across various websites like Zigwheels. A close scan of forum discussions across automobile portals such as Team-Bhp.com 68 afaqs! Reporter. In the first stage. Buildadreamcar.” He. it was not a tough task to decode A Over 6. When clicked. neither the banner ads nor the website revealed the name of the advertiser behind the campaign.

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