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  • 1. January 1-15, 2012 Volume 3, Issue 1 ` 100 28 RADIO Radio jockeys are being promoted as the ‘face’ of the station. How dependent are the brands on these unseen voices? 12 8 45 25 PLUS HTC Magic of Touch 16 FACEBOOK Sponsoring Stories 22 TATA DOCOMO MUMBAI MIRROR PROFILE MOVIES Rewarding Loyalists 24 Speaking Up Swati Bhattacharya Playing Games IRS Helping the readers connect Advertising was her calling, Gaming is the new tool for with each other. says JWT Delhi’s NCD. film makers. Q3 2011 36
  • 2. EDITORIAL This fortnight... Volume 3, Issue 1 F or many decades, the Indian sub-continent had only one celebrity radio announcer – Amin EDITOR Sreekant Khandekar Sayani. The rest were simply radio announcers. Sayani was the popular host of Binaca Geet PUBLISHER Mala, the weekly radio countdown programme of songs from Hindi movies, on Radio Ceylon. The Prasanna Singh programme was overwhelmingly the most popular radio show between the ’50s and the ’70s. EXECUTIVE EDITOR However, as TV penetration began to grow in earnest in the ’80s, radio’s popularity Prajjal Saha began to decline. Before long it had been reduced to becoming the medium of the poor SENIOR LAYOUT ARTIST – or those too impoverished to afford a television set or even a cassette player. In the Vinay Dominic January 1-15, 2012 Volume 3, Issue 1 ` 100 stultifying embrace of All India Radio, the medium was left gasping for breath. LOGISTICS 28 Radio got a second lease of life after the turn of the century when a few private Rajesh Kanwal ADVERTISING ENQUIRIES players were given the license to operate their radio stations on the FM band. This was Neha Arora, (0120) 4077866, 4077837 when the radio announcer transformed to become the radio jockey of today – a person Noida RADIO who would be the face of this faceless medium and provide a cool quotient to the radio, Khushboo Varadkar, (022) 40429702-5 something that had been sorely missing for many years. Mumbai mktg@afaqs.com Radio jockeys are being promoted as the The cool quotient was required to make the medium more contemporary and bring Marketing Office ‘face’ of the station. How dependent are the brands on these unseen voices? in the youth, followed by the advertisers. The radio jockey didn’t just need to possess B-3, First Floor, Sector-4, Noida-201301. a mellifluous voice, but also needed to have a sense of humour, an ability to think on Tel: (0120) 4077800. 12 8 45 25 PLUS HTC Magic of Touch 16 his – or her – feet and a knack of striking a conversation with the audience in these Mumbai interactive times. FACEBOOK Sponsoring Stories TATA DOCOMO 22 501-502, Makani Center, 5th Floor, MUMBAI MIRROR Speaking Up PROFILE Swati Bhattacharya MOVIES Playing Games Rewarding Loyalists IRS 24 Off Linking Road, Bandra (W), Helping the readers connect with each other. Advertising was her calling, says JWT Delhi’s NCD. Gaming is the new tool for film makers. Q3 2011 If there was one Amin Sayani earlier, today, there would be several radio jockeys 36 Mumbai - 400050 who are recognised by name – they are celebrities. The biggest advantage for the early Tel: +91-22-40429 709 - 712 movers has been their longevity. They have been able to build their own loyal set of Bengaluru S-1, New Bridge Corporate Centre, listeners over the years. A few of these radio jockeys are promoted as celebrities in marketing campaigns 777 D, 100 ft Road, Indira Nagar, and demand a package which might rival that of the CEO of a radio broadcasting company. Bengaluru - 560038, India Not everyone enjoys the same celebrity status. The fact is that the jockey community has also been Subscription Enquiries Garima Agnihotri, (0120) 4077837 heavily commoditised and the bulk of them are clustered at the bottom, a bunch of names who are subscriptions@afaqs.com unrecognisable from one another. Printed, published, and owned by The current issue delves into how the role of the radio jockey has evolved over the years, as well as Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, the factors that have contributed to this evolutionary process. Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. Prajjal Saha Cover Illustration prajjal.saha@afaqs.com Tiffin BoxCONTENTS 49 40 PLUS SAMSUNG HERO MUSIC EFFIES 2011 Class Disconnect? 12 Winners All Taproot India, SONY ERICSSON Cadbury, O&M Challenging Nokia 30 and BBDO clicked at the event. MOVIES NOW Expansion Spree 35MOMSDressing Up 20 18 ADBAGBillboards that proclaim the Eco Warriors 42onset of the wedding season. 34 MEDIAPOV Foreign Shores 45Sports and Commerce STAYFREE TELEVISIONWill an overdose of Chasing Change In the Limelight BY INVITATIONcommercialisation kill the Adopt new ideologies, exhorts Onscreen couples are Brand Tintin 46game? this TVC. favourites with brands. afaqs! Reporter, January 1-15, 2 0 1 2 5
  • 3. 0DNH <RXU 2ZQ $SS SMARTPHONES 1(:6%8//(7,1 Sponsored by WMARKETING ith the growing number of to discontinue. Annual packages can smartphones in the mar- be signed later if the customer is ket, applications offer a satisfied. The annual package ranges unique opportunity to keep clients between `1.2 lakh and `1.5 lakh and Pizza Hut> Pizza Hut plans to open 25 more outlets that and customers involved, informed monthly charges are apportioned will also serve wine and beer along with food items across and connected. So far, getting an app accordingly. The amount includes India by next year. The company currently operates 10 such built was not only time consuming consultation design, listing on app stores in Delhi, Bangalore, Agra and Puducherry. The restau- but was also an extremely expensive markets and also maintenance and rant brand has seen a growth of nearly 20-25 per cent in this affair for any business. upgrade of apps. format. Pizza Hut, which is celebrating 16 years in India, also However, now a company called The company claims that it can plans to take its casual dining restaurant presence from 131 App Me In has come up with solu- make apps for all popular mobile to 250 stores by 2015. The major thrust areas for expansion tions that enable businesses of any platforms like Android, iOS and would be big cities. size to get their own app made in less than a week and for as low as `10,000 a month. The company gets Godrej Security> Godrej Security Solutions, a division of Apps today serve better marketing 8 per cent of its Godrej & Boyce, is planning to invest `20-25 crore on R&D. The security solutions provider, which posted a turnover of purpose than websites because they revenues from `600 crore last fiscal, gets 8 per cent of its revenue from sit on the potential customer’s phone, which is a very personal device. This international international businesses. It has three verticals - banking means that every time one wants to businesses. solutions, home security and institutional security segments. The company send a special offer to customers, it launches 20 new can be done on a real products a year. time basis. BlackBerry. The company The company The app created (App Me In) has claims that could be a very sim- OCM India> The textile company will invest `12-15 already built apps for ple one or complex a beverage chain with it can make depending on the cus- crore annually over the next three years. This invest- ment will take its fabric manufacturing capacity to 8 just three stores in apps for all the tomer’s profile. The million metres by March 2014. The textile company’s ad Bangalore, for a retail- popular mobile app can also synchro- spend in the next three months will be around `15 crore er, a hotel, hospitals, nise information from as part of a national image makeover programme cur- banks and other out- platforms like a website. rently underway. As part of that, OCM is targeting 25-35 fits. Since the company Android, iOS and To make additional year old males, mainly in Tier II and III towns across has a non-disclosure money, a section of the the country. agreement, the names BlackBerry. app can also be sublet of the compa- to other related busi- nies could not be ascertained. nesses. For instance, hospitals can PepsiCo> The food and beverages firm has consolidated While these are bigger than most sublet a section to a pharma company traditional packaged snacks such as namkeens for the mass small businesses in India, even a and so on. market under a new entity - Lehar Foods - to take on regional local grocery store today benefit with Google ads can also be integrated brands such as Balaji, Bikanerwala and A-Top Foods. Lehar an app by sending special discounts into the apps on customer request. Foods will operate on a low, fixed cost model but will not get through it or by allowing people to However, due to the limited num- into manufacturing. It will operate through eight third-party select the list of items they wish to bers in which such ads would be partners. Delhi-NCR, Haryana, UP, Maharashtra and Gujarat buy and then delivering them. While downloaded, the revenue through have been identified as the priority markets for now. Lehar this facility is currently available Google ads will is not expected to be covers one-fourth of Frito-Lay’s distribution strength. through a phone call, an app on their significant. phones helps customers to actually At the same time, an individual see the product and the price list. who thinks he has an idea for an Dr Reddy’s Labs> The App Me In (www.appmein.com) application that - he thinks - will be Hyderabad-based drugmaker, which makes prototypes of the app for free. downloaded by a sizeable number of has been struggling to grow in the People can try the app for a month people can get it developed by App domestic market, has split its marketing division Acura into for as low as `10,000 and may not Me In and look to earn some adver- Acura High Growth and Acura Sustained Growth Products to engage long term if they wish tising revenue. push to some of its popular brands such as Omez and Nise. DRL has been growing at 7 per cent in the last three months, nearly half of the industry average. DRL’s revenues took a QUOTE OF THE FORTNIGHT beating after the health ministry this year banned its popular painkiller Nimusilide, sold under the name Nise. ‘‘There are two aspects to our vision for the e-choupal. It is a platform The portal pro- JewelsNext> The gems and jewellery online sales portal that connects rural India to vides a one-stop is aiming to sell items worth `100 crore in the next 12-15 the rest of the world. The shop for buying months riding on the e-commerce wave in India. The portal second dimension is focussed on delivering a jewellery. offers all the major jewellery brands online and provides customers with the option of making their purchases from a triple bottomline outcome.’’ single place. JewelsNext has partnered with companies like LUIS DI COMO, SENIOR VICE PRESIDENT GLOBAL MEDIA, UNILEVER, ON THE COMPANY CALLING FOR A Mehrasons, OnlyGems, Jetha Bhai Zaveri among others to GLOBAL REVIEW OF ITS MEDIA PLANNING AND BUYING SERVICES THAT BEGINS FROM JANUARY. sell their jewellery. 6 afaqs! Reporter, January 1-15, 2 0 1 2
  • 4. KAUN BANEGA CROREPATI - TAMIL .%& RQ 67$5 1(:6%8//(7,1 Sponsored by VMEDIA ijay TV, the Tamil GEC from In the phone-a-friend lifeline, the the STAR stable, is gearing up participant gets to phone a friend to to launch the Tamil version help answer a question, and for the of Kaun Banega Crorepati (KBC) in 50-50 lifeline, two incorrect answers Channel [V]> Channel [V] moves out of TV to connect February 2012. The show, Neengalum from the four options are removed. with the youth, its target audience, with the second edition of Vellalam Oru Kodi, will run for 80 epi-There will also be two safe havens at its consumer connect initiative Indiafest. The event is sched- sodes, and will be produced by Big question No. 5 and question No. 10, uled to be held in Goa on January 27-28, 2012. The channel Synergy. For the record, so far, Vijay assuring the contestants a minimum had launched the first Indiafest towards the end of 2010. prize money of `10,000 The initiative involves inter-college competitions to select and `3,20,000 respec- winners, who get a chance to participate in Indiafest and tively. showcase their talents at a national level. The Tamil ver- sion of KBC will be aired from Monday Star India>Star India’s Hindi GEC, Star Plus, is set to through Thursday, as a launch a new adventure reality show, Survivor India on 6 90-minute slot. It will January. The tagline of the show, Jo Tikega, Itihaas Likhega occupy the 8-9.30 pm is a testimony that only the fittest, the grittiest and the time band. ruthless will survive to be the eventual winner of the show. Vijay TV’s general The show, an Indian adaptation of the International series manager K Sriram - Survivor - is being produced by Miditech and will be aired tells afaqs! Reporter, every Saturday-Sunday at 9 pm. TV has only shown the The Tamil version “This is truly the first dubbed versions of the international format first, second, and third of KBC will that will hit the Tamil So far, ESPN Star Sports> ESPN Star Sports (ESS) has launched seasons of KBC, which be aired from television screen. The ESPN HD and its HD channels on cable networks including IndusInd Media Communications (Incable), Seven Star network in Mumbai appeared on Star Plus. Monday through programme will be a Star Cricket HD and UCN in Central India. ESS has signed the distribution con- Unlike the latest game changer not only were available seasons of KBC on Thursday, as a for Vijay TV, but also tracts with the MSOs. So far, only on ESPN HD and Star Cricket Sony Entertainment, 90-minute slot. for Tamil television.” DTH networks. HD were available only on Seasons 4 and 5, which To strengthen the underwent a touch of It will occupy the channel’s DTH networks. viewer- innovative transition 8-9.30 pm ship, Vijay TV plans in their formats, the Tamil adaptation of the time band. to launch two fiction shows around the tel- Aidem Ventures> Aidem Ventures, the independent show will continue to adhere to the ecast of KBC’s Tamil version. ITC media consulting, marketing and advertising sales company, has been appointed the media representative for the inter- original version. Sunfeast has come on board as the national TV channel, KBS World (from South Korea). The The show will give away a cash title sponsor. The channel is on the channel is being distributed and broadcast via pay TV opera- prize of `1 crore. As the contestants lookout for a total of 10 associate tors worldwide. In India, it will be distributed by Reliance Big move up the money tree, the ques- sponsors. TV. This is being seen as a logical extension of Indo-South tions will get more difficult. A total Neengalum Vellalam Oru Kodi will Korean relationships. of 15 questions will lead to the `1 be hosted by Tamil cinema actor crore jackpot. The 10 ‘fastest finger Suriya. This will mark Suriya’s debut first’, will play for the whole week. on TV. Sriram says, “Suriya is one There will be three ‘lifelines’. of the biggest stars in Tamil cinema, IBN7 will be the Amagi Media> Amagi Media, which specialises in local Following the original format, the and the biggest USP of this show. second news enti- TV advertising, will now handle the local ad sales for UTV Action and IBN7. With this partnership, Amagi aims to tap show will have the audience poll There is a great brand resonance ty to join hands into the key Hindi-speaking markets such as Delhi, Uttar lifeline, in which the studio audi- between brand Suriya and Vijay TV. with Amagi. Pradesh (UP), and Mumbai for both clients. IBN7 will be the ence helps the participant to answer Both believe in differentiation, and second news entity to join hands with Amagi, which handles a question through voting pads. in being innovative.” local ad sales for the TV Today Network. QUOTE OF THE FORTNIGHT Fox Traveller> Fox Traveller, the cable and satellite chan- ‘‘The media is a powerful nel under the Fox International Channels (FIC) banner, has just launched its 24-hour Bengali feed. Currently, the Bengali tool in a democracy and feed is available from 8 pm to 12 pm. Fox Traveller will make more so in India, which is the an attempt to infuse the Bengali feel with various audio experimentations, including music. world’s largest democracy. It can be a catalyst for positive change, by highlighting DQ Entertainment> DQ Entertainment (International), a Hyderabad-based animation, game art and entertainment issues of public interest that company has sold the TV broadcasting rights of its 3D ani- involve public accountability.’’ mated series based on the legendary silent film comedian Charlie Chaplin - Chaplin and Co - to Cartoon Network for cer- PRESIDENT PRATIBHA PATIL, ON THE NEED TO BE RESPONSIBLE AND AVOID OVER-COMMERCIALISATION tain Asian territories, including India. The broadcasting rights OF MEDIA. relate to 104 episodes of six minutes each. 8 afaqs! Reporter, January 1-15, 2 0 1 2
  • 5. *HWWLQJ 5HDO KOMLI MEDIA 1(:6%8//(7,1 Sponsored by DADVERTISING igital media firm Komli merce client witnessed 79 per cent Media has launched ATOM, increase in its conversion rate using India’s first real time bid- RTB through ATOM; while a soft- ding (RTB)-enabled performance ad ware client enjoyed 71 per cent click platform. RTB is a technology that through rate improvement.” IM Thapar Group> The business conglomerate Inder allows media buyers to evaluate, bid, “This has also benefited our pub- Mohan (IM) Thapar Group has called for a creative pitch for and purchase online ad inventory on lishers. We have been able to increase its real-estate business Indian City Properties Limited(ICPL). an impression-by-impression basis. some of the publisher’s yield (rev- The multi-agency creative pitch, currently underway in According to Komli, ATOM pro- enue per thousand impressions) in New Delhi, is in its initial stages. This is the first time that vides access to over 10 billion ad excess of 70 per cent,” adds Verma. the company has called for a creative pitch. The pitch has impressions per month, and more With statistics predicting a quan- been called to give the real-estate business a facelift and than 90 per cent reach into India’s tum growth in the size of online project the division as a company that will build only high- online audience (estimated 80 mil- advertising, both in India and glob- end properties. The real-estate division is headed by Ayesha lion+ users). It also covers hundreds ally, Komli plans to use ATOM to Thapar, executive director, Indian City Properties. of thousands of publishers, including increase the effectiveness of display more than 50 per cent of the top 200 campaigns. >> ACCOUNT MOVEMENT publishers in India. Satish Kadu, vice- Prashant Mehta, president, products, > McCann Erickson has won the chief executive officer, Komli Media, says, creative mandate for a new motorcycle Komli Media, says, “We “With RTB-enabled to be launched by TVS. The win found through several auction-based media follows a pitch process which saw rounds of analysis that buying, the science participation from all the agencies on the TVS the websites are not The new platform of search advertising roster. The business will be handled out of of utmost importance ATOM, will allow is coming to display McCann Erickson’s Bengaluru office. The agency in online advertising. advertising. Advertisers already handles the account of the Star City range of bikes from TVS. The agencies What is significant is to media buyers will be able to selec- currently on the TVS roster are Bates, McCann Erickson, and BBH. Bates handles TVS, reach the right kind of to bid for and tively buy audiences McCann Erickson TVS Star City and BBH handles the scooter brand Wego. audience. Our technol- ogy will help find the purchase online and impressions that matter, and pay exactly right impression that ad inventory on what the impression is > Katha Mediatix has won the creative and will meet the require- an impression- worth.”a d q u a r t e r e d strategic brand consulting mandate for the Prabhat ment of the client.” He Telecom-promoted brand Mobile Plus. The Mehta adds, “With by-impression in Mumbai, Komli company intends to spend 60 per cent of its media ATOM, advertisers basis. Media is Asia Pacific’s spends on electronic media, which will include a mix of TV and radio, of which, 20-25 and publishers can leading digital media per cent will be dedicated to print. The rest of the media budget will be utilised for anticipate increased return on invest- technology platform. Its digital digital media, outdoor, and on-ground activation. Katha Mediatix will create the entire ments as this technology platform advertising technologies enable mar- brand personality of the retail store, as well as visual merchandise for the brand. will enable the advertiser to connect keters to reach out to and acquire with the right target audience in real audiences and enable publishers to time. ATOM will facilitate extended maximise revenues. Komli Media access to various inventories glob- provides marketers with solutions > Grey India has won the creative duties for the new, yet to be named ‘green’ cement ally.” across brand marketing, performance offering of JSW Cement. The business will be With the promise of one-to- marketing, mobile, search, social handled out of the agency’s Mumbai office. one marketing becoming a reality, media, and video. The win is the result of a pitch process that took place in Mumbai, in which several Gulshan Verma, vice-president and In India, Komli Media has city-based agencies contested. The company plans to launch the ‘green’ cement by country head, India and US, ad offices in Bengaluru, Chennai and January, 2012. The new offering is expected to be unique as the cement variant will network, Komli Media, elaborates, New Delhi. It also has offices in be ecological and environment-friendly. “Some of our customers are already Hong Kong, Manila and Singapore, seeing the benefit of only paying London, Melbourne, Sydney, New for the impression they want. For York, Redwood City, Toronto and example: An online e-com- Des Moines. > US-based global player in water solutions and purification, Pentair Water solutions has appointed Scarecrow Communications as its advertising partner. The agency’s QUOTE OF THE FORTNIGHT Delhi office will handle this business. The mandate includes creative, design, activation and media. Pentair Water offers water and waste management systems, water flow (pumping) ‘‘Communication has moved and swimming pool solutions at airports and five-star hotels from ‘one-to-one’ to ‘one-to- across India. This is third win in a month’s time for Scarecrow, after bagging a part of DLF project and the whole of Anchor Panasonic business. community’. Bikers, hikers, new mothers and lovers are examples of the interest > Energy drink brand Mad Croc has handed over its creative duties to Katha Mediatix. As part of the mandate, the agency will work in phases to introduce and groups marketers are talking establish the brand in the market. In the first phase, print media and BTL (below the to these days.’’ SUSHIL KUMAR line) activities will be used to build the brand and engage consumers. Television and ROHIT OHRI, EXECUTIVE CHAIRMAN, DENTSU INDIA GROUP, ON THE other above the line communication will follow in the next phase. The brand will be CUSTOMISATION OF ADVERTISEMENTS, IN BRAND EQUITY. targeted at the youth. 10 afaqs! Reporter, January 1-15, 2 0 1 2
  • 6. 1(:6$9(57,6,1*MUMBAI MIRRORSpeak LouderThe new television commercial created by Taproot India for Mumbai Mirror, isbased on four real stories broken by the daily. By Shibani GharatF our stories, four protagonists with a mega- phone in their hands, aggression in their stride and anger in their expressions echo ‘Iam Mumbai’! This is what greets you when youview the new TVC of Mumbai Mirror. Divided by dates, and united by the slogan, theTVC created by Taproot India explores four note-worthy stories. TALE OF A CITYP age 11, October 2, 2010: Recall the angst of author Rohinton Mistry, as copies of his novel‘Such A Long Journey’ is burnt by the Shiv Sena oes the collective anger of those who oppose uglyon the roads of Mumbai. “They burned my book, political posters ruining the cityscape. He thun-they burned my words, but they never will be able ders, “This city is my home, and I will not haveto silence my voice,” cries out Mistry from the your political posters dirty the walls of my home.”pages of MM. For some time, Mumbai Mirror has been Page 12, September 29, 2011: The story of a bringing out a series of expose. The objective offrustrated mother, who holds an audience captive the campaign is to underline the fact that everywith her account of milk adulteration. citizen, rich or poor, oppressed or cheated, has a Mumbai Mirror stumbles upon a network voice that reaches out to the populace every morn- SUSHIL KUMAR PAVITR SAITHof crooks who adulterate milk in tankers, which ing.belong to the National Dairy Development Board Elucidates Rahul Kansal, chief marketing offic-(NDDB). er, Bennett Coleman and Co, “The thought Page 7, August 23, 2010: “Our bed is smaller Kansal and Dias: voicing concern behind the campaign is that in a city where thethan a table, and we get to eat only twice a week, common man can feel rather helpless and is at theand excrete at the same place we eat,” says a feeble receiving end of an insensitive system, the paperyoung boy to spectators in a government office. The objective is to under- empowers the reader and gives him a voice.” This sequence is in the light of the newspaper’scoverage of the horrific abuse of malnourished line that every citizen has On the black-and-white texture of the TVC, Kansal says that it is to give the entire ad achildren at an orphanage in the city. a voice that reaches out to documentary-like feel. “The TVC depicts the Page 2, February 12, 2011: An agitated citizenblocks the journey of a politician, as his voice ech- the others every morning. FRQWLQXHG RQ SDJH  >> SAMSUNG HERO MUSIC ing of the ad is sufficient to spot the class discrepancy between the luxurious train setting, and a basic, Class Disconnect? entry-level phone. A senior creative authority at Leo Burnett, the agency that has An analysis of the latest Samsung Hero Music ad featuring brand worked on the ad, claims that aspiration has nothing to do with ambassador Aamir Khan. By Ashwini Gangal reality, and aesthetics is nobody’s property. afaqs! Reporter finds out T aking the Aamir Khan series whether other creative opinions are of ads forward, Samsung in sync with this view. has released yet another film for the Samsung Hero offer- ADMEN CALL IT ‘CREATIVE ing. Centred on ‘Bluetooth Wala LICENCE’ Samsung Hero Music’ the ad fea- tures Khan playing himself. Set in a classy-looking train T he creative folk are forgiving enough in the name of creative licence. According to Brijesh Jacob, compartment, the ad shows Khan managing partner, White Canvas, cheering up a sad but pretty stranger to show a premium-looking train, by sending her songs via Samsung despite the kind of product being Hero Music, using the Bluetooth advertised is something one must feature. The ad ends with the VO not read too much into, as it is all saying ‘Share karo, khushi baanto’. There is a class discrepancy between the part of basic film production to While we are all for sharing music and spreading joy, one view- luxurious setting and a basic phone. FRQWLQXHG RQ SDJH  >>12 afaqs! Reporter, January 1-15, 2 0 1 2
  • 7. THIS A B CBUDGET, CHOOSEA MEDIUM MOREEFFECTIVETHAN PRINTAND TV.
  • 8. 1(:6$9(57,6,1*SNAPDEAL.COMStriking Deals EverywhereThe campaign of Snapdeal.com highlights ‘irresistibility’ as a key factor, with deals from the siteattracting even immortals like Yamraj, the God of Death. By Anushree BhattacharyyaI t is not every day that one gets a chance to strike the deal of a lifetime. The new campaign of daily deals site Snapdeal.com shows howirresistible its deals are - even for Yamraj, the Godof Death, who ends up granting the gift of life to aperson who passes him the deal. Conceptualised by Draftfcb Ulka, the televisioncommercial, shows a man whose parachute fails toopen while sky diving. On his way down, he meetsYamraj. The man pleads for his life and is deniedthe same. Resigned to the idea of imminent death,he takes out a deals voucher from Snapdeal.comand hands it over to Yamraj. Elatedand excited, Yamraj pulls the chord,opens the chute, and saves the man’s ple - to predominantly talk about property with its commercials. It is hardwork-life. The TVC then shows how the the offers from the site that nobody ing, it is relevant, and it is a fair attempt at beingGod of Death gets a chance to live a can resist. So, we tried to make it funny. It also treads the thin line between macabrenew, jazzy life that transforms him a memorable experience by exag- and humour amazingly well. But, it is yet anotherinto a ‘dude’. gerating to the point that the deals attempt to use a much-exploited character in Speaking about the campaign, offered by the site are not just adland. The character and the plot are not reallySandeep Komaravelly, head, market- irresistible to humans, but also to cutting edge in execution.”ing, Snapdeal.com, says, “Essentially, the gods.” According to Arindam Sarkar, vice-president,we wanted to showcase the excite- The television campaign will be strategic planning, Grey, the TVC is enjoyable andment and the experience that we supported by outdoor and radio entertaining, but lacks freshness. He adds, “Theprovide to consumers through our promotions. approach, though direct and to the point, seemsdeals. While we had three or four Singh: exaggeration a bit of the 80’s cliché. Yamraj going through aways of showing the great experi- factor TOO HARD TO RESIST makeover with deals, a little bit of humour to holdence factor, we really liked this particular scriptas it highlighted the irresistibility factor to a huge C lassified as an ‘old idea in a new bottle’ by experts, the campaign succeeds in bringingextent by stating that the deals are irresistible, even humour home, but lacks freshness. it together, turns out to be a classical approach for a cyber brand. The behaviour shifts amongst netizens has been exponential and deal huntingfor immortals.” Chraneeta Mann, executive creative director, has got much more interesting. So why go back Shiveshwar Raj Singh, group creative director, Rediffusion-Y&R, says, “Yamraj grants life yet in time?” „Draftfcb Ulka, explains, “The idea was fairly sim- again! Snapdeal has consistently the most of this anushree.bhattacharyya@afaqs.comHTCThe Magic of TouchHTC has launched a series of televisioncommercials to highlight the product benefits andpromote its newly-launched handset HTC Explorer.By Anushree BhattacharyyaF or a world that always wants the consumer insight that the Indian commercials are supported by the and peers through social media web- to stay connected, HTC has youth today is better off staying con- background song ‘Tere maafi ko mai sites, chats, and mails. Our main launched the smartphone nected with friends and loved ones waiting waiting’. . The commercials objective is to communicate that theHTC Explorer, to make the vir- through Facebook, chats, and mes- end with his fingers creating magic, HTC Explorer helps achieve all this tual world a reality sages. The virtual world has replaced and help getting the girl back. Thus through the magic of fingers. It is for today’s youth. get-togethers, meetings and phone establishing that with the new HTC a device that is an extension of its A series of televi- chats. Explorer, the world is just a touch user, a friend and buddy that lets you sion commercials Conceptualised by Meridian, way. access the world from your hands. It promote the new the five commercials, titled SMS, Speaking about the campaign, is the emotional aspect that we have handset and high- Nailpolish, Laptop, Ballet and Manu Seth, country head, market- tried to bring out in this campaign.” light its product Bathtub, show a man trying to woo ing, HTC India, says, “The insight Explaining the idea, Krishna Mani benefits. his angry girlfriend. He does eve- for the TVC came from the fact that and Pulak Bisht, creative directors at The cam- rything possible to win back her the youth of today is tech-savvy and paign is based on smile, using only his fingers. The five prefers to keep in touch with friends FRQWLQXHG RQ SDJH  >>16 afaqs! Reporter, January 1-15, 2 0 1 2
  • 9. 1(:6$9(57,6,1* ON-SCREEN TELEVISION COUPLES Being in the Limelight On-screen TV couples seem to be the latest favourite for brands when it comes to endorsements. What’s interesting is that these creative strategies are backed by effective media plans. By Ashwini Gangal F or more than 80 years, the lead female actor “Film stars bring their personal equity and brand It’s about integrating the values of the brand with of each era - from Leela Chitnis to Katrina values to the table, which have little to do with a these positions, as well as integrate the values of Kaif - has been the face of Lux except for dis- particular film of theirs. On the other hand, TV the brand with certain ‘GEC sensibilities’, or ‘TV ruptions like Shah Rukh Khan, something which stars are all about the characters they play. Hence, serial values,’” says Dasgupta. happens once in a few decades. the strategy will work only if their character fits in While these characters try to fit with the brand Lux bent the rules on yet another occa- with the brands’ values.” positioning, ad film makers also try to find a fit sion. Sharing screen space with Aishwarya Rai For instance, a certain character may be tra- with the storyline of the commercial. For instance, Bachchan in a Lux commercial were on-screen ditional, while another may be fun-loving. Yet each hit pair has its own history, its own story. couple Archana and Manav, from the popular daily another may be strong and empowered. Such Brands exploit this very story that the characters soap Pavitra Rishta. characteristics may be considered while trying to bring along to the 30-second spot. This isn’t the only example. Dulux Paints, too, fit the stars with the brand they will endorse. Explains Dasgupta, “Usually, in ads, one needs has used two other popular on-screen television Saurabh Dasgupta, executive creative director, to write a script, build characters, define their couples - Tej and Toasty from Sony’s Saas Bina Innocean Worldwide, agrees. “Television charac- characteristics, and get someone to play those Sasural, and Arnav and Khusi from Star Plus’ Iss ters come with certain pre-established positions. defined roles -- all this in a few seconds. But, by Pyaar Ko Kya Naam Doon. casting an already established couple, Lately, Hyundai Eon, the newly- known and accepted as husband and wife launched brand, has featured Toasty and by the target audiences, half the job is Tej from Saas Bina Sasural, and Vikram already done.” and his on-screen wife Neha from Bade We have all seen television stars Achche Lagte Hai in its latest commercials. endorse brands in their personal capac- So, what is drawing these brands to ity, or as characters. But, in most cases, television couples? Interestingly, these the value of television actors remains couples do not sell the brands as celebri- intact only if cast as a pair. ties or actors, but portray their on-screen The star equity draws on the power SUSHIL KUMAR characters in the endorsements. they wield as an adored on-screen pair. Shailesh Kapoor, chief executive This power is a function of the popular- officer, Ormax Media, which special- ises in television content research, says, Kapoor, Dasgupta and Nayyar: character-based stories FRQWLQXHG RQ SDJH  >>WebHosting / Cluster Email Servers / Bulk Mailing Servers Economicalhost.com Serving 10,000+ Websites We are Accredited Registrar for .IN DomainsVirtual Servers, Dedicated Servers, Virtual Dedicated Cloud Servers, Bulk MailingR-134, Greater Kailash-I, N.D. Call 9810010059, 9313634321
  • 10. 1(:6$9(57,6,1*STAYFREE < FRQWLQXHG IURP SDJH  <Chasing the ChangeJohnson & Johnson’s new campaign for the launch of its new The Magic... Meridian, say, “The brief was to highlight the availa- bility of a touch phone at an affordable price. So, the concept was to bring alive the whole idea of com- municating with fingers in the most vibrant, playful,variant Stayfree Advanced promotes the brand philosophy ‘It’s yet simple way. In print, the fingers were depicted astime to change.’ By Anushree Bhattacharyya legs, and personified a typical Bollywood song and dance to depict entertainment, or as friends to depict Facebook and chatting, or as a cricketer to depict gaming. In the television commercial, we didn’t do feature-based advertising, but brought alive the idea of using fingers to communicate..” The company has also launched a HTC Facebook fan page, which currently has nearly 1,70,000 fol- lowers. FINGERS REDEFINED A lthough the idea is not strikingly original, advertising professionals nevertheless, appreci- ate the execution, and agree that the commercial is a delight to watch. Rohit Malkani, executive creative director, Grey, says, “Fingers as protagonist? Haven’t we seen thisC It urges women to shed onsumer healthcare company Johnson before? I have seen thumbs for an SMS campaign, & Johnson, in its campaign announcing and thumbs and fingers for a handset. Not terribly the launch of a new variant of its sanitary their old beliefs and adopt original, - but the film has been well-shot and leavespad brand Stayfree Advanced, urges everybody, you with a fuzzy feeling. Sweet, though eminentlyespecially women, to shed their old beliefs new ideologies. forgettable.”and adopt new ideologies, in order to bring a According to Sujith Sudhakaran, general man-change in the world, and in their lives. Stayfree paign, Anshumani Khanna, creative director, ager, strategic planning, Draftfcb Ulka the TVC isAdvanced is targeted at the premium category McCann Erickson, remarks, “The company has interesting. “The track and the tone are nice andconsumers. launched Stayfree Advanced in the premium Two television commercials, conceptualised category. The idea is to capture the modernby McCann Erickson, have been released as a mindset of women, which go beyond issuespart of the campaign. In the first TVC, titled such as mismatched shoes or the right kind‘Accident’, an elderly couple meets with an of dress. So, going with the brand’s belief, weaccident. While a young woman in a car points decided to show women who live a life that isout to the callousness of the passersby, her co- beyond cosmetic changes.”passenger promptly rushes outto help the couple, and later, A TOUGH CHANGEcalls for action to bring abouta change. The second TVC titled T he campaign, howev- er, fails to impress the advertising fraternity, as ad‘Morcha’, shows two office- professionals feel it fails togoing girls, having tea. They create an impact in the con-come across a huge rally, sumers’ minds.which leaves the road littered According to Raghu Bhat, HTC has launched awith papers and other trash.While one girl criticises this founder-director, Scarecrow Communications, the ad Facebook fan page, whichact, the other girl clears the exhorts the audience to switch currently has nearlylitter. over to Stayfree. “However, Neeraj Goyal, general it is a fairly conventional ad, 1,70,000 followers.marketing manager, women loaded with ‘category codes’.health, Johnson & Johnson Not sure if the jingle is contemporary. It will definitely hold the audience’sIndia, says, “The femininity Khanna: mindset issue required. A few moments of attention. Is it for the first time one is seeing anof Indian women is changing silence would have allowed execution like this? I would say no. But, can’t takeand menstruation is a part of femininity, which the commercial to breathe,” he adds. anything away from the simple use of fingers in thealso has an impact on life. The idea is to keep Giving the planner’s perspective, Anirban context of a touch phone. Definitely entertaining.”women comfortable and confident during those Chaudhuri, senior vice-president, Mudra, says, Sudharakan opines that the idea of a touch phone days of the month. Therefore, “Stayfree, in the past, has often highlighted the that brings everything at a touch is generic. The going with the philosophy of fact that the product delivers in challenging situ- advantage is that it is the fastest touch phone, and the brand ‘It’s time to change’, ations in a straight-forward manner. This TVC hence, a better option in comparison. According to in the new campaign, we have is an attempt to move beyond that and take the him, this feature could have been used as a strong asked women to change and brand to a level of activism, be the change that differentiator, but seems to have been compromised. adopt something new (in this you want to see (rather than huffing and puffing “If you made me believe that this is the fast- case, Stayfree Advanced), if in irritation). But, the attempt fails to connect est touch phone (because of the HTC sense user they are irritated by some- the cause naturally to the product delivery of ‘no interface, and not the processor), it would be more thing old.” irritation’! „ compelling than anything else for me,” he remarks.„ Speaking about the cam- anushree.bhattacharyya@afaqs.com anushree.bhattacharyya@afaqs.com20 afaqs! Reporter, January 1-15, 2 0 1 2
  • 11. 1(:6$9(57,6,1*EDUCOMP SMARTCLASSSchool is Now CoolThanks to innovative teaching techniques, school need no longer be an unpleasant experience forchildren, communicates Educomp Solutions in its new campaign. By Anushree BhattacharyyaG etting children ready for school in the morning is a daily challenge for most parents, and is replete with drama andhistrionics. But, thanks to Educomp Solutions, thescenario could now look different. In its new campaign, Educomp Solutions talksabout the delight and the enthusiasm childrenshow while getting ready for school. Conceptualised by Dentsu Marcom, the TVC,shows a situation, in which school-going kids, ina role reversal, are up in the morning, and pestertheir parents to take them to school.The reason for the children’s enthu- Dentsu Marcom, explains, “The the concept could have been a bit more interesting.siasm is that they are no longer taught idea was developed from an iconic Rajiv Agrawal, executive creative director,using the blackboard in class, but are British Airways advertisement that Percept/H, says, “If the main objective is to con-instead, taught digitally. said ‘Children walk to school and vey the fact that kids find Educomp smartclasses Speaking about the concept, run back home’. Consumer insight, interesting, then the TVC is a success. But, the adAbhinav Dhar, senior vice- presi- too, proved that children enjoy the should also explain how/why schools are now dif-dent, Educomp Solutions, says, “The engaging format of Educomp smart- ferent. The jingle is catchy, though.”main objective behind the campaign class, and are more than willing to Vivek Dutta, business director and nation- SUSHIL KUMARwas to build awareness amongst par- attend classes which were earlier al planning head, Hakuhodo Percept, says,ents about the Educomp smartclass boring.” “Considering that the communication targetsprogramme, with schools having Educomp has tied up with more parents, the commercial seems to be too high-adopted new technologies to teach Upputuru: happy life than 8,000 schools across India, paced and vague in delivering informationchildren. Classrooms no longer consist of old where the programme is run. about the Smartclass communication process.blackboards. There are many schools which use Somehow, it fails to convince how and whyvideos, and other digital technology in order to REVOLUTIONARY STEP children find these classrooms more endear-make studying interesting.” Titus Upputuru, national creative director, A dvertising professionals feel that while the TVC has been able to pass on the message, ing.” „ anushree.bhattacharyya@afaqs.com< FRQWLQXHG IURP SDJH  < MEDIA STRATEGY AND The ad films for the brand are SHORT-LIVED GLORY? CHANNEL PROMOTIONBeing in... T o increase the effectiveness of these ads, their placement is played when these serials are on air, on customised spots on the channel, and the treatment is not W hether they’re used as out- and-out brand ambassadors or channel promoters, a generality of their respective characters in strategically chalked out in such a by the route of traditional brand word of caution prevails: The equi-the serials. way that they are most viewed by endorsements. ty and brand value the couples One explanation is that brands those very audiences who watch the It is more about a strong media come with have an expiry date.attempt to leverage the relatability of serials. strategy that aids the promotion of Firstly, the relevance of the couplesthese couples as audiences can iden- The ads are placed right before, both Sony TV and these serials as as viable brand endorsers, whethertify with them more than they can soon after, or during that particular that is the primary goal. The associa- it is for regular brands or the TVwith traditional celebrity endorsers. serial, and appear only on that par- tion with a product, Hyundai Eon in channel, is a direct function of “There is a certain warmth these ticular channel. Therefore, the use of this case, is a secondary aspect. their on-screen popularity, whichcharacters possess,” says Anita in turn, is a function of the TVRsNayyar, CEO, MPG, India and that the respective serial garners.South Asia. They are people whom Thus, casting them in an ad is afamily audiences ‘meet’, almost every very topical and tactical formula.evening for an hour, and gradually Says Navin Khemka, seniorbecome a part of the household. vice-president, ZenithOptimedia, The couples are more relatable, “It is about a local connect at any SUSHIL KUMARmore accessible. Viewers are less in one given point in time. This can-awe of them as they come across as not be a long-term strategy for anymore accessible when they appear Avasthi and Khemka: on strategy brand.”on TV to endorse a product althoug Casting Rai Bachchan in a Luxthey lack the aura of film stars or these popular TV couples has to do Nayyar of MPG, (the agency that TVC is probably part of the brand’ssportspersons. with the promotion of that specific has worked on the media strategy for long-term strategy, but featuring Abhijit Avasthi, national creative channel. Hyundai Eon), explains that it basi- Manav and Archana in the commer-director, Ogilvy India, says, “It all Some call this placement advertis- cally has a dual benefit as it helps the cial is a mere short-term solution, theboils down to the bond between the ing or integration. Consider the latest brand by way of ‘subtle endorsement’ effect of which will last for a fixedaudience and the couple.” TVCs - a mix of 10, and 60-second and helps the channel to promote the period of time. „ edits, for Hyundai Eon. serial. ashwini.gangal@afaqs.com afaqs! Reporter, January 1-15, 2 0 1 2 21
  • 12. 1(:6,*,7$/FACEBOOK < FRQWLQXHG IURP SDJH  <Sponsoring StoriesFacebook’s Sponsored Story ads, which appeared on the right Class Disconnect? show nice-looking backgrounds in ads. “To show a royal-looking train is taking creative liberty,” he reasons. However, he has a different bone to pick withmargin of the page, will now feature in users’ news feeds. the makers of the commercial: On the cusp of 2012,By Biprorshee Dass is music-sharing via Bluetooth the only feature a phone can talk about? Even for a simple phone, thatI n January 2012, your our ment will provide an opportunity m is probably not advanced enough a feature on which Facebook news feed will ll f brands to further strengthen for an entire piece of communication can be focused! also feature Sponsored d c consumer engagement. These questions and considerations mar Jacob’sStory ads. Facebook’s ad d “It is definitely an opportunity overall view of the advertisement.product Sponsored Story y fo advertisers. These ads will be for “Music has a lot of parity today, with mostads, are essentially updateses ve non-intrusive. Most users, I very phones offering music options and FM channels. veof a user’s friends, who have ca assure, will not even realise that can Recall how Spice Mobiles came up with a projec-in some way, interacted withith th these are ads. Facebook ads have tor phone called Spice Popkorn? That is the kindbusinesses and organisationsonss bee very much customised to the been of thing one should advertise. Cameras, MP3, andon the website. user exexperience. What is important for radio are things everyone wants in a phone, any- like Sponsored Story ads, unlike Facebook is that the user experience must way,” says Jacob.regular ads, have the advantage of tage not die,” says AAdvit Sahdev, founder, Odigma. Nilesh Vaidya, executive creative director,actually being endorsed by someone Sahdev sees the development increasing click Network Advertising, is also lenient with the dis-the user knows, and were so far featured on the through rates, and expects it to rise at least 5-10 crepancy shown between the environment in theright margin of the page. times more than what it is. ad and the product class. “A bit of creative licence is This direct intrusion of sorts into the user’supdates could be an added opportunity for BRANDS - TURNING FANS TObrands to get closer to the consumer, and is FRIENDSbound to increase marketing activity on thesocial media platform. With the gradual rolloutbeginning in January 2012, users will see no B rands have often measured their success on Facebook with the number of ‘likes’ and ‘fans’ on their pages. Sure, user engagement hasmore than one ad in the news feed per day. The been and will remain the key; this developmentad, being identical to other regular updates, will can help marketers up the same and reach outbe identified by a link below the post that reads further to the end consumer.‘Sponsored’. Experts are of the opinion that this develop- FRQWLQXHG RQ SDJH  >> FOTOCORP Jacob (left) and Vaidya: quite forgiving Being watchable clearly wins over being realistic in the SUSHIL KUMAR world of advertising. absolutely okay,” he offers, adding that it is alrightSahdev, Shah, Mehta and Mahajan: on selling stories to try and lend an up-market feel to the image of a brand. “Even if someone gets the wrong idea that it is an expensive phone on viewing the ad, they’ll be< FRQWLQXHG IURP SDJH  < I AM MUMBAI pleasantly surprised when they go buy it,” he argues,Speak... T he film has struck a chord with creative experts who have expressed approval. Arun Iyer, national creative director, Lowe Lintas insisting that there is nothing wrong with pitching high. The ad reminds Vaidya of the Tata Sky ad featur-fact that Mumbai Mirror is a brand with a loves the way the TVC is shot. “It is quite hard- ing Khan and Gul Panag, in which Khan, in a bidstrong tabloid attitude and a crusader in its hitting. Mumbai Mirror does echo the voice of to show some important product features, plays aown right.” Mumbai, but at the same time, it is also a fun manipulative husband who stages his efforts to help “We have fictionalised the protagonists newspaper. People voice their opinion through with housework.and have depicted how Mumbai Mirror has this newspaper.” “The kind of house that was shown in that seriesgiven them a voice,” explains Agnello Dias, Ramanuj Shastry, chief creative officer, looked as if it had a fleet of servants; there was noco-founder and chief creative officer, Taproot Saatchi & Saatchi India, too, feels that it is a question of the couple doing the chores, anyway!India. striking TVC. “It is a powerful creative, and will But, it is all about making watchable ads. In this The ads will also run on the bouquet of chan- strike a connect with the citizens. It has a high case, too, while there is a bit of disconnect betweennels by BCCL and some other news channels. emotive quotient,” he says. the background and the brand, why show the actualIn addition, the ad will also be played in cinema Shastry thinks that the metaphor of a grit-and-grime of a second class local train?” ques-halls across the city. A print campaign will be megaphone for a newspaper is a brilliant one tions Vaidya.carried forward in the company’s group publica- as a newspaper’s job is to echo its reader’s Being watchable clearly wins over being realistictions functional in Mumbai, including Mumbai voice. „ in the world of advertising! „Mirror and The Times of India. shibani.gharat@afaqs.com ashwini.gangal@afaqs.com22 afaqs! Reporter, January 1-15, 2 0 1 2
  • 13. 35(6(176 &$03$,*175$,/New campaigns across television, print, out-of-home and digital media. TELEVISION BAJAJ ALLIANZ SAMSUNG GALAXY KIT KAT The differentiating factor in this commercial for the guaran- The series of TVCs for the Samsung Galaxy Y and Wave Y The brand’s new film, through animation, suggests how one teed maturity plan is ‘One learning’ where the protagonist Smartphones are targeted at ‘Gen Y’. The objective is to must not get too carried away with a busy life and ought to mentions a lesson he has learnt from life, which is then con- get the TG to shift to smartphones. take a break sometime. nected to the product, as an insight behind the offering. Creative Agency: Cheil Worldwide SW Asia Creative Agency: Grey Worldwide Creative Team (Copy): Varun Arora Creative Agency: JWT Creative Team: Amit Akali, Malvika Mehra, Rohit Creative Director (Art): Dinkar Podwal Creative Team: Sonia Bhatnagar Malkani, Karan Rawat, Bhavesh Kosambia, Sachin Kamath Production House: Storytellers Production House: QED Films Art Director: Surendra Gohey Director: Arun Gopalan Director: Abhijit Chaudhuri Copywriters: Ankit Pandya, Gaurang Divecha Producer: Rana Producer: Smitha Baligha PRINT KERALA JAYPEE TOURISM GREENS The creative GOLF shows a tourist amidst the & SPA traditional RESORT performers The central image of Kerala in this ad is that enchanted by the of a stylish cigar performance. cutter in the shape of a golf club. The SNAC LITE copy calls this a The brand uses pyramids to denote how junk food is now combination of Advertiser: history. The copy promotes Snac Lite as a healthy offering game and glam. Department of from the Haldiram stable. Tourism, Govt. Advertiser: Haldiram’s of Kerala Creative Agency: Pencil Inc Brand: The Churchill Creative Agency: Stark Communications , India Creative Director: Rajesh Chauhan Creative Agency: Pencil Inc Creative Director: B R Swarup Copy: Ankur Baruah Creative Director: Rajesh Chauhan Art Director: Haridas B Visualiser: Manish Madaan Copy: Ankur Baruah OOH DIGITALSUSHIL KUMAR MONTE CARLO GREENPLY Promoting winter wear, Monte Carlo’s hoarding resembles The hoarding depicts a scene from Greenply’s new a showroom window with mannequins. The creative television commercial, where a lady stands on a wooden consist of models cut out on 4 mm sunboard, which are chair and dance. To give an authentic feel, a small cut HERO IMPULSE The entire page of the website moves with the twists and placed on a base to give a 3-D projection to the hoarding. out of the lady has been placed over the hoarding. The turns of the new bike showcased in the banner. creative focuses on the durability factor of the brand. Agency: Lintas Initiative Agency: Navia Asia Advertiser: Hero MotoCorp Exposure: Delhi Exposure: Mumbai Creative and Media Agency: Maxus 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 afaqs! Reporter, January 1-15, 2 0 1 2 23
  • 14. 1(:6,*,7$/TATA DOCOMORewarding LoyalistsThe three-film campaign called ‘Jeet Ki Ghanti Kabhi Bhi Baj Sakti Hai’ is essentially a consumerpromotion offer that aimed at rewarding the brand’s existing customers. By Ashwini GangalE arlier this year, Tata Docomo, the uni- ative director, Draftfcb Ulka (the brand’s agency fied telecom brand of Tata Teleservices of record), says, “The challenge was to create (TTL), was quite visible on the commu- hard-core promo TVCs, but with the Docomonication circuit with its ‘Keep It Simple, Silly’ ad touch.” Chax adds that the interesting thingcampaign. The campaign, which featured brand about these TVCs is that the viewer thinks theyambassador Ranbir Kapoor, put forth the value are in continuation of the brand’s previous ‘Noproposition of simplicity by focussing on how Getting Away’ series. “You think these films KAUSHIK CHAKRAVORTHYTata Docomo simplifies the telecom experience continue that series and in walks a shaadi band!”for consumers. This time around, the brand he enthuses.has come up with three new films, which, sansKapoor, focuses on its consumer promotion DOES THE CAMPAIGN WORK?offer titled ‘Jeet Ki Ghanti Kabhi Bhi Baj SaktiHai’. It communicates a contest that bears nolinkage with purchase, but has at T o Priti Nair, co-founder,Curry-Nation, the campaign is well-handled and clutter-break- Chax: simple conceptits core the intention to reward the ing, the casting is immaculate andbrand’s existing CDMA and GSM the timing not over-pitched and iscustomers. just right. The script too, she thinks “This contest is not packaged with is to the point and sharp and the littlethe intent to make customers spend detailing shows effort.in order to participate in our contest. “It was not treated one bit like oneRather, the aim is to reward them would treat a promo,” she appreciates.for their continued affection for the “It has stuck to its current brand the-brand and their matic communication core by using trust in our the Docomo signature and the unex- network,” pectedness of the call,” says Nair. shares Anjan The commercials appeal to Ankur Patole, chief Khurana, associate vice-president, operating planning, Orchard Advertising, both officer, Mumbai Circle, Tata Teleservices The aim is to reward from a creative, as well as a strategic point of view. “In a highly cluttered market, it is generally tricky Maharashtra, about the consumers for their to be able to deliver a promo message in a simple main purpose of these and crisp manner and still be able to keep it in the films. affection for the brand and league of the brand. The campaign has been able K S Chakravarthy to do this well,” he elaborates. „ (Chax), national cre- trust in the network. ashwini.gangal@afaqs.com< FRQWLQXHG IURP SDJH  < important thing is to continuously adds ‘virality’. except for some established brands, engage with the user. A Facebook “Sponsored Story ads are done to very few actually spend advertisingSponsoring... page will die if there is no engage- ment,” Shah adds. increase engagement levels and this move should be very positive because money on user engagement. He adds that he has not seen too many Page of the viral opportunity. This can Post-specific stories on Facebook. Nimesh Shah, co-founder, A WELCOME CLUTTER multiply effectiveness,” he says. Shah looks at it as a double-edgedWindchimes Communications, saysthat this was long overdue, and fur-ther asserts how social media has got A s if the constant updates by friends on the timeline were not enough, the Sponsored Story would “It is an irritant for sure when seen from the users’ perspective, but for brands, it is an opportunity to be sword which, if gone wrong, could prove harmful to both brands, as well as for Facebook. “Interferenceits sustainability model right. has been something Facebook has “When social media kicked off,a number of websites did not get Sponsored Story ads, unlike regular ads, stayed away from, and this indeed is a kind of interference. Facebook hasthings right and the sustainabilityfactor was not there. Facebook, too, have the advantage of actually being to be careful about how much of this it allows, and not push it beyond abegan without ads, but had to get into endorsed by someone the user knows. certain limit,” he says.it eventually. The site has changed its Shah adds that a lot of users whointerface quite a bit in the past years add to the existing clutter, wouldn’t more creative,” adds Shah. are only interested in their friends’to facilitate ads and one good thing it? updates may not be very happyis that the ads are targeted at relevant Girish Mahajan, co-founder and WILL IT WORK? with mundane posts of brands. Heusers,” he says. “From a brand’s perspective, thisis a classic opportunity to turn fans director, Webitude, agrees, but not before admitting that it will be a posi- tive chance for advertisers. He looks A ll agree that it remains to be seen how the theory is put into actual practice and how it turns out in the hopes that like other Facebook ads, Sponsored Stories ads, are targeted to relevant users according to theirinto friends by making the commu- at it as yet another addition to the long run. interests and habits on the website. „nication more interesting. The only Facebook portfolio of features that Mahajan points out that in India, biprorshee.das@afaqs.com24 afaqs! Reporter, January 1-15, 2 0 1 2
  • 15. 1(:6,*,7$/ONLINE GAMINGBollywood Loves GamingFilm production houses are now launching online games to coincide with movie releases. Is this justanother marketing tool, or a money-minting exercise? By Nisha MenonW ith Don 2, Shah Rukh launched the cross-platform social Khan went all out on game on Ra.One, accessible on all the promotion. Along social networking platforms likewith a slew of marketing initiatives Facebook and gaming platformswas an online game based on the like Nokia Ovi, Android, Apple,film. Developed by gaming firm and DTH.Gameshastra, the game offered the Deepak Abbot, vice-president,player a chance to experience the product strategy at Zapak.com,film in the interactive space. says, “Both media complement Online gaming today has become each other well, and help in thea must-have tool for Bollywood overall earnings. A good game rep-producers. Blockbusters like licating the movie storyline willDhoom 2, Ghajini, Drona, definitely evoke more interest inTees Maar Khan, Delhi Belly, the user to watch the movie.”Bodyguard, Ra.One, and nowDon 2 are perfect examples of MOOLAH TIMEhow Bollywood is marrying onlinegaming and film marketing. M any feel that online games and movie tie-ups are gain- ing popularity because they are CONVENIENT cost-effective. Besides, the factM any believe that gaming is one of the most addictive and engagingforms of digital entertainment and hence there is Online games and that movie-based games are now treated as an independent product means some serious revenue is being generated.definitely a logical convergence between the two. movie tie-ups are popular Vishal Gondal, CEO, UTV Indiagames, says, Games, to a considerable extent, help increase “Releasing online games prior to a movie’s releasethe shelf life of movies and enhance top-of-mind because they are started out as a way to market the film and createrecall. They are advantageous to producers asthey create excitement and buzz around movies, cost-effective. hype around it. That is not the case anymore. With a proper revenue sharing model put in place, pro-and help connect with the moviegoer. Ra.One is adopted into a game and gave the player a realistica good example of how the theme of a film was experience of being a superhero. UTV Indiagames FRQWLQXHG RQ SDJH  >>From left: Abbot, Gondal, Kulkarnii, Gupta, Malik, Kejriwal and Bijoor: the gaming-movie connection is here to stay
  • 16. RADIO From AIR to FACELESS Radio Mirchi to RED FM and now, Fever FM - the many faces SUSHIL KUMAR of Khurafati Nitin HEROES Radio jockeys reign supreme as the ‘face’ of the station. Does it also mean that they can make or break the brand they present? By Anushree Bhattacharyya and Devina JoshiOld radio industry saying: good RJs should beheard, not seen.New radio industry saying: show off your RJs inall their glory.T he men and women behind the micro- phone at radio stations are no longer just bringing the station closer to its listeners, but are flirting with fame justlike any celebrity. The stations too, having under-stood the influence that their radio jockeys (RJs)have on those who tune in, are increasingly pro-moting their RJs in the communication process. Malishka, dey, io Mirchi Anuraag PanToday’s RJ knows his worth and carries his on-air Anant and Saurabh, Rad RED FMpersona around even after switching channels. els. When former All India Radio (AIR) R)announcer, Jonathan Philemon Nitin The listener connects jockey an asset a station cannot do without?Brady - famously known as Nitin- switched to RED FM after four-and-a- to the RJ and then the TOUGH TALKhalf years at Radio Mirchi, he was knownas Ulta-Pulta Nitin. At RED FM, he styled station. But there is a lot I t is not all sweet talk that makes an RJ. There is a lot of hard work involved to get there. An RJhimself as Khurafati (mischievous) Nitin. . of hard work involved in usually comes in to work two to three hours priorInterestingly, the channel took his flamboy- - to the show in order to prepare for it. Normally,ant character and coupled it with its own the making of an RJ. RJs are in charge of bands that go on for three orpositioning. About four months ago, Nitin four hours. Even after the show, she stays back forjoined Fever 104 FM. But he continues to are a rung or two below get paid in the region couple of hours once again preparing for the nextcall himself Khurafati Nitin, a characterisation that of `70-80 lakh per annum. Regular RJs draw any- day, organising interviews and chats. “For exam-seems to be working, although it was built at his thing between `5 and `12 lakh per annum. “In ple, if there is a movie promotion, we might playold station. some cases,” says Tapas Sen, chief programming all the popular songs of the movie stars coming in The RJ is the newest celebrity in town. And officer, Radio Mirchi, “extremely popular radio and work on a script that is built around the film,”is paid like a celeb too. The top RJs could rake in jockeys are paid more than the chief executive says one.salaries as high as `1 crore per annum. Those who officer of the station.” So does that make the radio The role of the RJ has evolved over time. Things28 afaqs! Reporter, January 1-15, 2012
  • 17. &29(56725< have changed from the ’70s and ’80s when Ameen Malishka recalls that she was hired only after it Anant and Saurabh of Radio Mirchi say that Sayani was a superstar RJ (All India Radio called was ascertained that she matched RED FM’s val- RJs are not irreplaceable. “In fact, there have been them announcers) in his own right. “Today’s RJ ues of not taking things at face value and to stand cases when a successful RJ went on a break of four talks, shares and emotes. In the old days, announc- up for what one believes in. “I had a run in with months and her replacement turned out to be more ers would talk or address a large number of people a politician once (I was between jobs after leaving successful. In such scenario, either the old jockey is - now it is more of one-to-one communication,” 94.6 FM), who had organised a rally outside my given a new time band or a partnership is created,” says Sen of Mirchi. So, despite the fact that a team home. RED FM hired me because of the way I had they say. Satyajit Sen, CEO, ZenithOptimedia, is made up of the content writer, sales and market- handled that crisis and not given in,” she muses. feels that since content is pretty much dominated ing manager, the programming head, the station Fever FM has a popular RJ, Anuraag Pandey, in by music, RJs play an important role in bringing head and the RJ, it is the last named who, stations Mumbai who hosts the show Picture Pandey. The that X-factor to the station. “But the RJ’s job is to realised, has kept the audience interested. presenter is known for his ‘filmy-ness’ and that bring the positioning alive and not work towards Ten years ago, radio stations had a simple cri- USP is integrated with the station’s premise of ‘It’s creating his own identity,” he says. terion for hiring RJs. They looked for people who all about the music’. Kartik Kalla, national programming director, had mellifluous voices. The idea was to introduce Red FM is currently promoting RJs Swati and Radio City, too seems unperturbed. “Yes, it is true a voice on air that people would prefer listening Peeyuush in Delhi. Mirchi has the duo Anant and that the listenership witnesses a drop. But that is to - much like AIR went about its business. Saurabh in the morning and Naved and Sayema in temporary and after a couple of days the station A popular RJ of a Delhi-based radio station, the evening and late night respectively, in Delhi. gets back its loyal listeners for that time band. who has been in the business since 2001, recalls, Big 92.7 FM has Aparshakti as its popular radio However, in all this, one cannot ignore the fact “Initially, everyone was looking for an ‘AIR-ish’ jockey in Delhi. Radio City has Simran in the that moving from one radio station to another is a kind of voice - people who could talk in a soft, morning and Aadi and Khurki in the evening. loss for the RJ as well - he or she loses loyal listen- sing-song manner without boring their listeners.” The listener connects to a radio jockey first ers who were created at the old place.” Interviews went on for days, in some cases. Now, and then the station. Elaborates Riya Mukherjee, The flip side - for the RJ - is that while a station however, the stations also look at whether the RJ’s senior vice president, creative services and CSR, succeeds in replacing its old RJ with a new voice image matches the brand’s positioning. Radio Mirchi, “RJs drive the station.” Nitin is and personality, the old RJ may fail to recreate the Nitin recalls how his interview went on for of the opinion that an RJ lends character to the same magic he or she did at the old place. After all, almost two-and-a-half days. “Back then, it was station’s brand recall, since almost 80 per cent this is not TV. When Arnab Goswami moved from not about getting a face to create an association of the content is music - something that is com- NDTV to Times Now, ratings for the latter shot between listeners and stations. Rather, it was up. “He is now the face of that channel. He is about people who had the flair for the trade,” ,” known to have strong views, and that is what his he says. Today, a station like RED FM hires When an RJ moves loyal viewers look for,” says Anita Nayyar, CEO, someone like a Malishka to promote its MPG (India and South Asia). image of a Bindaas (without a care in the station, there is a chance Rajdeep Sardesai, who moved from NDTV world) outfit. that the listener too to CNN-IBN, is another example. “The point is,’ explains Nayyar, “that when content is par- THE LARGER FOOTPRINT might – at least during ity - such as on news channels or in radio, where P hase II of the opening up of radio - in 2005 - allowed private FM players to n that particular time band. it is essentially the same kind of music - the host makes a huge difference in how she or he pre- SUSHIL KUMAR FM, Fever 104 Aadi and Khurki, Ra Swati, RED FM dio City Aparshakti, Big 92.7 FM Peeyuush, RED FM expand their footprint across the country. They mon across all stations. When all the stations play sents it. The same probably wouldn’t hold true also worked towards creating brands with a dis- music, it is the RJ who is the differentiator. So in the case of music reality shows on television, tinct positioning. So while a RED FM went for when a RJ moves station, there is a chance that the as there is a significant differentiation brought in a line that said, Bajaate Raho, the Anil Ambani- listener too might – at least during that particular the content of each show. An anchor moving from promoted Big 92.7 FM adopted Suno sunao life time band. one music show to another probably wouldn’t banao and Mirchi called itself a ‘Sunshine’ channel. According to industry observers, the listener is result in a huge difference in viewers on the basis With the positioning in place, the next task was loyal to the brand and the RJ is just one part of the of his move alone.” promoting itself with a marketing blitzkrieg. And brand. A station can successfully replace an old RJ who else is a better choice than the RJ? with a new and yet maintain its listenership base. OUT OF THE BOX In 2006, in what was a rare case then, RED FM launched a campaign - featuring RJ Malishka - by installing a giant hoarding featuring a sultry Says Ashish Pherwani, associate director, media and entertainment, Ernst and Young, “When a radio station promotes an RJ, it is actually pro- T oday, radio is not just an audio medium. Digital platforms, print media and outdoor media figure extensively in a radio station’s mar- fisherwoman with a line that said, ‘Akhaa Mumbai moting its brand. The station keeps a tap on the keting plan. Social media has become a huge ko nachaaoongi’, around the Bajaate Raho premise. performance of the RJ through various research platform for radio stations to give a face to the RED FM had just switched from taglines such as and studies and makes sure that the RJ does not Asli Masti and ‘Red in your head’. take over the brand.” FRQWLQXHG RQ SDJH  >> afaqs! Reporter, January 1-15, 2012 29
  • 18. 1(:60$5.(7,1*THE MOBILE INDIAN SURVEYSony Ericsson the ChallengerTen of the 25 phones that have made it to The Mobile Indian’s list of Top 25 Mobile Handsetsare from Nokia, followed by eight from Samsung. News Bureau TOP 25 HANDSET HOTLIST FOR DECEMBER 2011S ony Ericsson seems to have suc- these, four Xperia devices and two ceeded in impressing Indian Rank Nov Brands and Model No. Price in ` 3G OS Walkman series smartphones have mobile consumers by launching made it to December’s Top 25 list.an array of Xperia devices this year. 1 Nokia-C5-03 8475 Yes Symbian This suggests that half the mobilesAnd now, the company looks forward 2 Nokia-701 19000 Yes Symbian launched by the company this year,to challenge the supremacy of Nokia 3 Nokia-700 17200 Yes Symbian have managed to grab the interest ofand Samsung in the Indian handset 4 Samsung-Galaxy-Ace-S5830 13900 Yes Android the online consumer.”market. This is reflected in ‘The 5 Nokia-C2-06 4903 No S 40 According to The Hotlist forHandset Hotlist survey (December December 2011, 10 of the 25 most2011). Six of the 25 phones that made 6 Nokia-C2-03 4500 No S 40 exciting mobile handset models areit to the list are from Sony Ericsson. 7 Samsung-Star-II-Duos-C6712 6000 No Java from Nokia. Samsung follows with The Handset Hotlist is brought 8 Nokia-C6 11903 Yes Symbianout by The Mobile Indian (www.themobileindian.com) every month. 9 10 Sony-Ericsson-Xperia-Arc-S Micromax-A70 27000 7619 Yes Yes Android Android Nokia C5-03, aIt is based on a survey of onlinepreferences of more than eight lakh 11 Nokia-C2-02 3900 No S 40 Symbian OS-basedunique visitors who came to the site 12 Samsung-Galaxy-Pro-B7510 8500 Yes Android set, was the most-in November 2011, searched for and 13 Sony-Ericsson-Mix-Walkman 6800 No Javaviewed information about mobiles on 14 Samsung-Champ-3.5G 5000 Yes Java searched phone.the site’s handset guide which lists 15 Samsung-Galaxy-Note 35000 Yes Androidmore than 1,700 models. eight, and Micromax has one. This 16 Samsung-Galaxy-Y-S5360 7100 Yes Android Sreekant Khandekar, director, month too, Nokia C5-03, a SymbianThe Mobile Indian, says, “Nokia and 17 Nokia-2720-fold 2450 No Java OS-based handset, was the most-Samsung have formed a duopoly that 18 Sony-Ericsson-Xperia-Neo 18000 Yes Android searched phone. Stablemates Nokiahas dominated The Handset Hotlist 19 Sony-Ericsson-Xperia-Neo-V 17500 Yes Android 701 and Nokia 700, each climbed sixfor the last seven months. But since 20 Samsung-Galaxy-S-Plus 22500 Yes Android slots to Nos 2 and 3.August, Sony Ericsson has steadily Seven new handsets made their 21 Nokia-C5-00 7500 Yes Symbianstrengthened its position, especially way into the list this time - Sonywith its flagship Xperia series.” 22 Samsung-Galaxy-pop-S5570 8500 Yes Android Ericsson Xperia Arc S, Sony Ericsson Khandekar further adds, “Sony 23 Sony-Ericsson-Xperia-X8 9500 Yes Android Xperia X8, Sony Ericsson W8,Ericsson in 2011, on an average, has 24 Sony-Ericsson-W8 10000 Yes Androidlaunched one device per month. Of 25 Nokia-X2-01 6700 Yes Java FRQWLQXHG RQ SDJH  >> a minimum guarantee to adopt the per cent in favour of the intellectual ad space, or directly selling the game< FRQWLQXHG IURP SDJH  < theme and build a game around it. property owner. The third and the to the consumer. Generally, the deal The guarantee amount depended on most prevalent model is a mix of the is for 12-24 months, so game pub-Bollywood... the lead time given, the type of film, the production house, and the cast. minimum guarantee and the revenue share model. In this case, the gam- lishers can monetise `10 lakh-40 lakh in a year.”duction houses look to earn money In the revenue sharing model, ing firm pays a part of the minimumthrough tie-ups with a gaming com- the gaming firm gets the rights to guarantee and gets a percentage of IS IT PROFITABLE?pany.” UTV Indiagames tied up withParle G for the Ra.One game, and use the content of the film to build a game, and pay a part of the rev- enue generated through downloads, the revenue earned as well. Ashish Gupta, head D2C, Reliance BIG Communications, I n India, unlike Hollywood, a gam- ing company does not have enough time to come up with a superiorwas paid for brand placement in the clicks, usage, or ad revenue to the says, “Gaming firms further tie up quality product and the virality of thegame. Says Pravin Kulkarnii, GM, production houses as per a pre-fixed with telecom carriers and websites. medium is depended on for the gamemarketing, Parle G, “A brand placed ratio. The share varied from 45-60 They get revenue share from selling to become a success says Manishwithin a game based on a movie is Malik, assistant vice-president,consumed well as the brand recall is Hungama Digital Media.extremely high.” Alok Kejriwal, CEO, Games2win, doesn’t see any real DECODING THE MODEL money in this business. He opines,T here are quite a few revenue models prevalent. Gaming com-panies and production houses go for “I believe that gaming firms that launch products to coincide with movie releases are bankrupt ofa mix of revenue sharing arrange- ideas.” Brand strategy specialistment and work out the formalities in Harish Bijoor, has this to say, “Inaccordance to the merit of the film, future, well-thought of marketingcast, and other such factors. strategies will be brought in to Initially, the gaming company make this a profitable alliance.” „used to pay the production house nisha.menon@afaqs.com30 afaqs! Reporter, January 1-15, 2 0 1 2
  • 19. 32,1762)9,(: Can Over-Commercialisation Kill A Sport? The charm of ‘commercialising’ a sport is spreading to other formats as well. But can commercialisation, when overdone, kill the game? By Anindita Sarkar ,15$1,/ $6 %/$+ 3 0 %$/$.5,6+1$ $78/ 3$1( 9$581 3$/,:$/ COO, KWAN COO, Allied Media CEO, Ten Sports CEO, Winning Matters ConsultingA SPORT CANNOT THE CAPITALISTS AND I THINK THIS QUESTION SPORT IS NO DIF-SURVIVE WITHOUT THE STAKEHOLDERS IS PROBABLY BEING FERENT THAN ACOMMERCIALISATION. OF MODERN SPORT ASKED IN THE CONTEXT PRODUCT AND OVER-BUT IT WILL NOT WOULD ARGUE THAT OF CRICKET WHERE IT COMMERCIALISATIONSURVIVE WITH OVER- COMMERCIALISATION HAS BEEN FELT THAT IS BOUND TO HAVECOMMERCIALISATION HAS MADE SPORTS ADVERTISING TRACTION ILL EFFECTS. SOME OFEITHER. THE LINE MORE POPULAR WITH HAS GONE DOWN THE PROBLEMS WEbetween the two is one that the people and is a reflection of because of a surfeit of cricket. see in sport today are linked withIndian sports stakeholders still the consumers’ demand. I find it difficult to agree the greed of a few administra-don’t fully understand. The propagators of commer- with this because there are tors that make the investors and No other sport in India is cialisation will contend that it has still 55-60 million households consumers bleed. Administratorsmore over-commercialised given rise to better and improved who want to stay connected of sports should create and caterthan cricket. No efforts are benefits to athletes and sport- to the cricket channels and to the market and not to vestedspared to gain maximum spersons by way of increased are willing to pay money to interests.financial mileage. While this payments and facilities, super watch it. Key matches still get It is critical to maintain themay work in the short run, professionalism by sporting good ratings. integrity of the sport during theit will result in killing the bodies, and creation of modern Ratings have dropped lately commercialisation process togolden goose. We need to infrastructure and technology. because of the supply. But ensure continued investor- andlook and learn from the NBA. However the negative aspect cricket continues to be an consumer-interest. For instance,Cheerleaders, all-star games, of commercialisation cannot be avenue where advertisers get the format of the sport shouldglamour, Hollywood stars ignored. Consumption of perfor- good bang for their buck. The be tweaked only as a last resort.and loud, blaring music is mance-enhancing drugs is on the issue with broadcasters is the Tennis and football have notgreat, but only as long as the rise while gambling and fixing overall monetisation because made any drastic changes in theproduct - the actual sport on have become an unavoidable part of the costs involved - and format but still enjoy a growingthe field - is of great quality of the industry like a malignant that is a separate discussion. following. On the other hand,and not tampered with. The cancer. Commercialised sport, In other sports like football, Cricket has made radical changesspectator has to get value for especially via TV has converted wrestling and golf, commer- at short intervals that have lefthis money. If the audience is sports to yet another form of cialisation has helped bring many of the consumers andhappy, revenues will come. passive entertainment rather more viewers, revenue and investors a little shaky aboutWithout a quality product, than a participative one (over 80 marketing pizzazz pushing their allegiance to the sport.even the best marketing gim- per cent of our children do not the commercial equation andmicks will remain just that. play outdoors or sports). the popularity of these sports.34 afaqs! Reporter, January 1-15, 2 0 1 2
  • 20. 1(:60(,$MOVIES NOWOn an Expansion SpreeThe channel also plans to increase its ad rates by 30-40 per cent. According to marketestimates, it currently charges `3,000 for a 10-second spot. News BureauN ow that the Lok Sabha has passed the The move, Trigunayat notes, will not just help second bill to amend the Cable TV the advertising potential for its existing and new Networks (Regulation) Act 1995, which clients, but with digitisation in place, it will alsoaims to replace the ordinance circulated in October, help the channel churn out subscription revenues.Movies Now has decided to focus on smaller cities Meanwhile, with the expansion to smallerbeyond the metro region. towns and cities, Movies Now will increase its ad The English movie channel from the Times rates by about 33-43 per cent. According to marketTelevision Network (TTN), which currently estimates, the channel, with about 200 advertisersfocusses only on the eight-metro market, will on board, currently charges `3,000 for a 10-secondexpand its distribution footprints to cities with spot.population over one million by May 2012, in With an increase in ad rates and a new-foundan attempt “to break the myth” that the English “Today, almost focus on subscription, the channel intends tomovie channel genre is only consumed in metros. 68 per cent of improve its revenues by an estimated 35-40 perFor the record, according to the Census, there are cent by the next fiscal. Industry experts estimate53 urban agglomerations in India, with a popula- Movies Now’s the current earnings of the channel in the range oftion of one million or more as of 2011. total viewership `20-30 crore. The channel, however, informs that since cur- TTN also plans to launch fresh channels inrently TAM follows the 2001 Census, which comes from the 2012 in a bid to strengthen the overall channelcounts 35 cities with a population of one million metros.” bouquet and help the network command betterplus, the initial distribution rollout will happen AJAY TRIGUNAYAT ad pricing from the market, as well as support itsonly in the cities that are monitored by TAM. distribution build. “We expect TAM to expand into more markets Unwilling to divulge any details, Sunil Lulla,according to the latest Census numbers in the next managing director and chief executive officer,one year. And, as that happens, we will also expand “We are looking Times Television Network, tells afaqs!, “Nowour footprints,” says Ajay Trigunayat, channel that the cable digitisation bill has been passed, wehead, Movies Now. “Today, almost 68 per cent at launching fresh are looking at launching fresh channels in 2012.of Movies Now’s total viewership comes from channels in 2012, However, nothing is fixed yet as all are subjectthe metros, while 32 per cent is from the smaller to government approval. The move will not onlytowns. However, we believe that the English but nothing has help generate more revenues for the overall net-movie channel category is a mass product. We will been fixed.” work, but also enable better subscription withnow focus our energies on towns and cities with a SUNIL LULLA reach.” „ FOTOCORPpopulation of one million plus,” says Trigunayat. feedback@afaqs.com< FRQWLQXHG IURP SDJH  < which launched Mirchi Mobile in their mother tongue, or even get yet to spot advertisers who moved partnership with Bharti Airtel in a flavour of bigger cities that they because an RJ has.Faceless Heroes 2010. It now includes Vodafone, Idea, Reliance, Docomo, BSNL and aspire for. An RJ is the differentiating factor that helps make a station stand out MTS now. The station went regional THE FINAL WORD from a listener’s perspective. “Butname and for a station to decide howto market itself. Twitter feeds, Facebook pages and with Mirchi Bhojpuri, created for the Bhojpuri-speaking audiences in Uttar Pradesh, Bihar and migrants A s in television, it is difficult to pry viewers away from a channel altogether on the back on one prop- when RJs become bigger than the radio brand it is detrimental for that station,” muses Rajni Menon, associ-contests and YouTube videos of RJs os from these state Through states. erty. Says media planner Punitha ate vice-president, Carat Media. Inare leveraged to make a station - and ion Mirchi Mobile (a VAS ini- Arumugam, Group CEO, Madison most cases, only a handful of listen- oreits loved voices - even more popu- tiative), people could stay Media, “RJs are an expression of ers will be able to tell which stationlar. But the danger here is viewer s in touch with their cities the station’s personality.” Comparing a particular RJ belongs to. Nayyarfatigue. So stations tend to avoid even as they migrate to radio to TV in that sense, Arumugam of MPG feels that if an RJ is strong,repetition. On-ground media edia other cities by dialling feels that perhaps Kaun Banega listeners will follow. “When Nitin ns,that are used by radio stations, particul a particular number. Crorepati (KBC) is the only exception moved to Fever FM,” she says, “thewith RJs at the helm, includede T They can to the rule. “RJs, in isolation, can’t latter launched a campaign on thestage shows, college festivalss listen to make or break stations,” she says. lines of ‘Where is Nitin?’ whichor musical shows where the entertain- It may be difficult to track listener generated curiosity about his where-RJ is assigned to entertain, ment in migration but media planners have abouts,” she declares.bearing in mind the radio Radio stations are quite happystation’s positioning and about making a song and dance aboutbranding. Twitter feeds, Facebook pages, their RJs. As of now, it is the person A key example of digital italmedia being leveraged by a radio contests and YouTube videos with the microphone who is calling the shots. „ irchi,brand is that of Radio Mirchi, make RJs even more popular. anushree.bhattacharyya@afaqs.com afaqs! Reporter, January 1-15, 2 0 1 2 35
  • 21. ,564 IRS 2011 Q3 Report Card A compilation of how readership of various publications across the country fared, according to the latest quarter of IRS, Q3 2011. By Prajjal Saha Six of Top 10 Publications Register Decline in AIR THE TOP FIVED ainik Jagran continues to readership base to 1.20 crore. grow having gained 65,000 Malayala Manorama comes in average issue readers in 18000 Q3 2010 next with an AIR of 99.12 lakh. Thethe Q3, 2011 of IRS. The Hindi 16000 Q4 2010 Malayalam daily lost 50,000 readers $YHUDJH ,VVXH 5HDGHUVKLS LQ µ
  • 22. daily had gained 4.83 lakh in the last 14000 Q1 2011 in the current round. The fourthquarter. In Q3, 2010, Dainik Jagran’s 12000 Q2 2011 most-read daily in India gained anreadership increased by 25,000 and 10000 Q3 2011 AIR of 24,000 in Q2 but is 15,000in the last quarter (Q4) of 2010, it 8000 readers short of what it was in Q3,added more than a lakh readers. But 6000 2010 when it had gained 86,000this growth was levelled in Q2, 2011 4000 readers.when it lost 1.56 lakh readers. The 2000 Amar Ujala, which had addednewspaper’s current AIR stands at 0 1.44 lakh average issue readers in the1.64 crore. Dainik Jagran Dainik Bhaskar Hindustan Malayala Amar Ujala last quarter, has lost 55,000 readers At No. 2, Dainik Bhaskar has Manorama (Daily) in the current one. Its average issueadded 4.95 lakh average issue readers readership now stands at 88.36 lakhin Q3, 2011. In the previous round, THE NEXT FIVE compared to the Q2, 2010 figure ofthe newspaper had added 1.58 lakh 84.17 lakhs.readers. Its current AIR stands at 1.48 8000 Q3 2010 The Times of India is the onlycrore - 28 lakh more than Hindustan. 7000 Q4 2010 English daily to feature among the $YHUDJH ,VVXH 5HDGHUVKLS LQ µ
  • 23. This quarter, Dainik Bhaskar has 6000 Q1 2011 top 10 publications. It increased itsrecorded a 5 per cent growth in AIR. 5000 Q2 2011 AIR by 3.83 lakh in the previous four Hindustan, at No. 3 has added 4000 Q3 2011 quarters but lost a marginal 4,00048,000 readers to its 1.2 crore average readers in the current quarter. In the 3000issue readers. In the previous quarter, previous quarter, it grew by 29,000 2000it had added 1.75 lakh average issue average issue readers. Its AIR in Q3,readers. The Hindi daily has had a 1000 2011 stands at 74.67 lakh while inconsistent growth quarter on quarter, 0 Q2, 2010, it was 70.88 lakh.and in the last one year, it has around The Times Daily Thanthi Lokmat Rajasthan Mathrubhumi Daily Thanthi that lost close to of India Patrika18.5 lakh readers - a growth rate of four lakh average issue readers in19 per cent. This is the highest rate the last two rounds of 2010 hasof growth for any publication in The Times of India is the only registered growth this year. In thethe last one year. From 1.01 crore first two quarters of 2011, the Tamilaverage issue readers in Q2, 2010, English daily to feature among the daily had added 2.73 lakh readers andthe newspaper has increased its top 10 publications. FRQWLQXHG RQ SDJH  >> Meri Saheli, GK Today and Karmakshetra register growthV anitha Malayalam continues quarter, the loss was exaggerated to to lead the overall magazine 81,000 readers when compared to TOP 10 MAGAZINES category in Q3, 2011 of IRS, Q2, 2011. Q4 2010 Q1 2011 Q2 2011 Q3 2011 3000despite a fall in its average issue At No. 2, Pratiyogita Darpan, onreadership (AIR). the other hand, had been witnessing 2500 7RWDO UHDGHUVKLS LQ µ
  • 24. In the third quarter of 2011, consistent growth in its readership 2000Vanitha garnered 25.9 lakh average figures during Q1 and Q2 of 2011.issue readers. Interestingly, despite The Hindi daily had added as many 1500the lead, the magazine has witnessed as 70,000 readers in Q1, 2011 over 1000slides in its AIR figures for quite a Q4, 2010, and 1.27 lakh readers inwhile now. Q2, 2011 over Q1, 2011. However, 500 In Q1, 2011, the magazine lost despite maintaining the second spot 0as many as 62,000 readers over Q4, in the overall magazine category, Vanitha Cricket Samrat India Today General Knowledge Today Karmakshetra Pratiyogita Darpan Saras Salil India Today Malayala Manorama Meri Saheli2010, to pocket 26.53 lakh readers. Pratiyogita Darpan lost as many asWhile it did try to catch up during the 1.29 lakh readers in the third quartersecond quarter, the addition was only of this year.a mere 18,000 readers. In the third Consistent at No. 3, Saras Salil FRQWLQXHG RQ SDJH  >>36 afaqs! Reporter, January 1-15, 2 0 1 2
  • 25. ,564 Most English Dailies GainT he two top English dailies highest readership that the newspaper this quarter. of the business newspaper and placed have witnessed a decline has achieved since Q3, 2010. DNA and The Economic Times itself in the sixth position in Q1, in AIR (average issue At No. 4, The Telegraph has added seem to be in a competitive mood as 2011, with an AIR of 8.22 lakh,readership). While the top English around 57,000 readers compared to they vie for the next two positions. displacing The Economic Times,Daily, The Times of India, has lost the previous quarter. As compared to With an AIR of 8.63 lakh, DNA is at (AIR of 7.69), from its position.its readership by a marginal 4,000 Q3, 2010, the newspaper is growing No. 6, while The Economic Times Although after Q1, 2011, thereaders in the current quarter, its with its AIR having increased from sits at No.7 with an AIR of 8.21 lakh, business daily added 36,000 readers,AIR has increased by 3.83 lakh in the 11.97 lakh in Q3, 2010, to 12.66 lakh in this quarter. as compared to the last quarter, itprevious four quarters. While in Q2, in Q3, 2011. Around the same time last year has been unable to win back the No.2010, it was 70.88 lakh, its AIR in Deccan Chronicle has managed (2010), The Economic Times was 6 position. DNA, meanwhile hasQ3, 2011, is 74.67 lakh. added 39,000 readers compared to Hindustan Times, at No. 2follows in the footsteps of The TOP 10 ENGLISH DAILIES Q2, 2011. Mumbai Mirror, the Mumbai-Times of India. The New-Delhi Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 based tabloid, has retained its No. 8000headquartered daily has lost 4,000 7000 8 position in this quarter. The $YHUDJH LVVXH UHDGHUVKLS LQ µ
  • 26. readers in this quarter compared to 6000 newspaper’s growth has beenthe last quarter. Its AIR, however inconsistent over the past one 5000has grown from 35.17 lakh in Q3, year. Although, in Q4, 2010, it2010, to 37.33 lakh in Q3, 2011 - an 4000 lost 45,000 readers, in Q1, 2011,addition of 2.16 lakh average readers 3000 it added 69,000 readers comparedper issue. 2000 to the previous quarter. Hence, its The Hindu follows next with an 1000 AIR decreased from 7.56 lakh inAIR of 21.69 lakh. The Chennai- 0 Q3, 2010, to 7.11 lakh in Q4, 2010,based newspaper has seen substantial and then went up again to 7.80 The Times of India Hindustan Times The Hindu The Telegraph Deccan Chronicl DNA The Economic Times Mumbai Mirror The Tribune The New Indian Expressgrowth compared to the last quarter, lakh AIR in Q1, 2011. Howeverhaving added around 92,000 readers. it dipped once again to an AIR ofThe newspaper, which witnessed a 7.58 lakh in Q2, 2011. This quarter,dip in its readership in Q1, 2011, Mumbai Mirror has added a mereand even further in Q2, 2011, has 2,000 readers. more than compensated for the Second-ranked Hindustan Times lost At No. 9 is Chandigarh-based loss this quarter - 38,000 readers in the last two 4,000 readers but its AIR has grown from The Tribune, with an AIR of 5.99 lakh. The newspaper’s highest AIR quarters. In fact, 35.17 lakh in Q3, 2010, to 37.33 lakh of 6.21 lakh was registered in Q4, this is the 2010. in Q3, 2011. The Indian Express has witnessed a steady growth and has kept to register a marginal growth of at No. 6, with an AIR of 7.98 lakh, adding readers. Its AIR of 5.59 lakh 6,000 readers in this quarter. This while DNA followed with an AIR of readership in Q2, 2011, has grown newspaper too has been consistent in 7.68 lakh. Although both newspapers to 5.93 lakh in this quarter. The maintaining its readership base and had lost readers in the subsequent newspaper has added around 87,000 has achieved an AIR of 10.94 lakh in quarter, Q4, 2010, DNA raced ahead readers since Q3, 2010. „<< FRQWLQXHG IURP SDJH  witnessed a 6 per cent fall in magazine’s AIR is 11.59 lakh in Q3, readership during Q3, 2011 - from 2011. Cricket Samrat saw a 23 perMeri Saheli... 13,93,000 AIR in Q2, 2011, to 13,07,000 AIR in Q3, 2011. The cent rise in its AIR during Q2, 2011, after a fall of 6.2 per cent in Q1, 2011.saw an approximate 4.8 per cent fall Malayalam weekly had added 27,000 At the eighth position, the AIRin AIR during Q3, 2011 over the readers during Q1, 2011 over Q4, for the Hindi edition of India Todayprevious quarter, thereby losing the 2010, but lost 20,000 readers during stands at 11.16 lakh. It has seen a 2.4almost equivalent set of readers that the following quarter. per cent drop in readers over Q2, 2011it had gained in Q2, 2011. The Hindi Meanwhile, after witnessing an - a loss of 28,000 readers. During themagazine had 19,42,000 readers in almost 3 per cent drop in readers first quarter, the magazine had lostQ4, 2010, which grew to 19,45,000 during Q1, 2011, Meri Saheli, at 25,000 readers, before gaining 7, 000readers in Q1, 2011. No. 6, saw a 6.7 per cent rise in Q2, readers in the following quarter. India Today comes next with AIR 2011 (11,74,000 AIR), followed by General Knowledge Today, anof 16.36 lakh. The English weekly a further 2.9 per cent increase in English monthly magazine, andsaw an approximate 5 per cent drop readers in Q3, 2011 (12,09,000 AIR). Karmakshetra, a weekly Bengaliin its readership in Q3, 2011 over magazine, are the new entrants inthe previous quarter, in which ithad garnered 17.24 lakh average General Knowledge Today, an English the Top 10 list of Q3, 2011. While the former has seen a 9 per centreaders per issue. The magazine monthly, and Karmakshetra, a Bengali growth in its AIR - from 9.77 lakh inhad witnessed a 6 per cent fall in Q2, 2011, to 10.87 lakh in Q3, 2011,readership during Q1, 2011 over weekly, are the new entrants. the latter’s AIR rose by 14 per cent.Q4, 2010, when it had lost 1,07,000 Karmakshetra has added 1. 31 lakhreaders. At No. 7, Cricket Samrat fell by 4.4 losing 54,000 readers over the given readers during Q3, 2011 over Q1, At No. 5, Malayala Manorama per cent in Q3, 2011 over Q2, 2011, period. The Hindi monthly cricket 2011. „ afaqs! Reporter, January 1-15, 2 0 1 2 37
  • 27. ,564 Internet Growth Shoots Up < FRQWLQXHG IURP SDJH  < Top 10... LITERACY AND MEDIA CONSUMPTIONA ccording to the IRS 2011, in the current quarter it added 1.57 Q3 report on literacy and lakh readers, compensating for the Q1 2011 Q2 2011 Q3 2011 media consumption habits, 700000 loss it had incurred. Daily Thanthi’s 7RWDO OLWHUDF YLHZHUVKLS DQG UHDGHUVKLS LQ µ
  • 28. the internet, and cable and satellite 600000 AIR is 45,000 more than what it was(C&S) segments have registered in Q2, 2010. It recorded the highestmaximum growth since IRS 2011, 500000 rate of growth after Dainik BhaskarQ1. The internet, with a reach 400000 in the current quarter. The No. 1of 3.08 crore, has a compound 300000 Tamil Daily’s AIR is 74.47 lakh.annual growth rate (CAGR) of 42 Lokmat, the no.1 Marathi daily, 200000per cent. The medium has added has lost 1.57 lakh readers. It had49.65 lakh users in the past six 100000 gained over 4 lakh readers in Q3,months. 0 2010. At No. 9, Rajasthan Patrika has C&S is the second biggest lost a marginal 23,000 readers. The Literacy Any Media TV C&S Press Radio Cinema Internetgainer after the internet, with newspaper’s AIR has been on a roller44.82 crore people hooked on to coaster ride for the last few quarters.the medium. It has grown at a It is to be noted that the readershipCAGR of 15.8 per cent in the last three quarters. Cinema has fallen by as much as 7.1 per cent CAGR, figures do not include that of Patrika Next in line is television, which has recorded a having lost 28.78 lakh viewers in the past six months. (the newspaper is published fromgrowth of 6.8 per cent in this period. TV has a total Losing 32.02 lakh listeners, radio is shrinking at Madhya Pradesh and Chhattisgarhviewership of 53.98 crore - an increase of 1.74 crore a CAGR of 3.9 per cent since IRS 2010, Q1. The by this name). Malayalam dailyviewers in the last three quarters. medium’s total listenership stands at 15.83 crore in Mathrubhumi had gained 2.24 lakh While print is growing slowly, cinema and radio the latest quarter. average issue readers in the last onehave witnessed negative growth. Print has exhibited The literacy rate of the country has grown at 3.6 year but lost one lakh readers ina growth of 3.1 per cent CAGR in 2011, Q3 over the per cent CAGR in the last three quarters. The literate the Q2, 2011 and another 60,000first quarter. Print publications have a total reach of population, as per IRS 2011, Q3, stands at 63.49 crore, readers in Q3, 2011. The newspaper’s34.99 crore in 2011, Q3. an increase of 1.1 crore in the period. „ current AIR stands at 66.3 lakh. „
  • 29. 1(:6,*,7$/GOOGLE INDIAThe advent of Media AdsIt is designed to put video ads in the front and centre of the screen. Also, unlike Google.com orGoogle.co.in. Media Ads will be fully automated. News BureauG oogle India has launched Media “Our research has shown that many Ads, its latest ad format that users like to watch movie trailers and introduces new ways to display TV show clips on the Search Resultsvideo ads on Google Search. The format page itself, which translates into a highis designed to put video ads in the front response rate for this ad format,” saysand centre of the screen. It is different Praveen Sharma, head of media sales,from the typical AdWords ads on Google Google India.Search and targeting is automated. This new feature also promises to What’s interesting is that the format enhance the video experience on Googledoes not allow advertisers to pick search. A new media player Lightbox hascompeting keywords. This means that been introduced and when someone playsif one types ‘Sach ka Saamna’ only ads the video, the Lightbox player expands tocontaining videos from ‘Sach ka Saamna’ the centre of the screen and dims the restwill appear. of the page around it. The new media In India, the Media Ads format has player helps the viewer get a theater-been launched with the STAR TV like experience and focus entirely on thecampaign that has been built around video. Media Ads are charged at a flat rateSTAR One (now re-launched as Life Search have shown phenomenal growth. In the on clicks which helps the advertiser gaugeOk). Google India believes that the media and last two years, the query volumes have grown at how much he is spending on each interaction. „entertainment category search volumes on Google more than 125 per cent year-on-year. feedback@afaqs.com
  • 30. EFFIES 2011 Black is Beautiful Ogilvy India was once again adjudged the agency of the year, the third time in a row. JWT and DDB Mudra followed in the tally. Taproot won the Grand Effie, while Cadbury India was declared Client of the Year. By Shibani Gharat EFFIE 2011 CLIENT TALLY SHEETO nce again it was the team in While Taproot did not win a gold, black shining through. At the agency won the Grand Effie (for the Effies this year, Ogilvy Sl. CLIENT NAME Gold Silver Bronze Grand Effie Total Points Pepsi’s ‘Change the Game’ cam-India was adjudged the Agency of the 1 Cadbury India 4 2 80 paign), an award worth 10 points thatYear for the third year in a row. 2 Vodafone India 2 1 1 45 boosted its eventual score. The 11th edition of the Effies 3 Hindustan Unilever 1 4 35 Leo Burnett India’s ‘Koi Bhi 4 Pepsi Foods 1 1 35Awards organised by the Ad Club of Sawaal Chota Nahi Hota’ campaign 5 Ceat 1 1 25Bombay was held at the Turf Club, for last year’s fourth season of Kaun 6 Idea Cellular 1 1 25Mumbai. 7 Hero MotoCorp 2 20 Banega Crorepati helped the agency Ogilvy India clocked a total of 195 8 Marico 1 2 20 win its only Gold Effie.points winning seven gold, and six 9 Volkswagen India 2 20 While Contract Advertising’s finalsilver and bronze metals each. Last 10 Audi India 1 1 15 score stood at only 25 and was rankedthe agency’s total score stood at 145 11 Birla Sun Life Insurance 1 15 eight in the standings, the agencypoints. 12 Dr. Reddys Laboratories 1 15 did win a gold. Contract’s gold was The agency won a gold for Dove’s 13 Frito Lay India 1 15 won for Cadbury Celebrations’ ‘Iss‘Ambush the Ambush’ campaign and 14 Multi Screen India 1 15 Diwali Aap Kise Khush Karenge’three for Cadbury - two for ‘Shubh 15 Nestle India 1 1 15 campaign.Arambh’ and another for the ‘Meal- 16 Nike India 1 15 BBDO India also picked up a 17 P & G / Gillete 1 15time Meetha’ campaigns. gold for ‘ShaveSutra - How to Turn 18 Titan Industries 3 15 Ogilvy won another gold for 19 Asian Paints 1 10CEAT’s ‘Be Idiot Safe’ campaign,and the other two for Vodafone’s 20 21 Aviva Life Insurance Co Coca-Cola India 1 2 10 10 300 entries were‘BlackBerry for Everyone’ campaign. Following Ogilvy this year were 22 23 Emirates Airlines Future General India Life 1 1 10 10 received this year.JWT India and DDB Mudra with65 points and 45 points, respectively. Insurance 24 Hardcastle Restaurants 2 10 97 were shortlisted. JWT had a much better run at the 25 Madhya Pradesh State Tourism 1 10 Development CorporationEffies this year compared to 2010. a Mundane Solitary Chore into a 26 Marvel Reltors and Developers 1 10The agency bagged three gold, one Pleasurable Duet’ campaign crafted 27 Tata Sky 1 10silver, and two bronze metals. 28 Apollo Munich Health Insurance 1 5 for Gillette Mach3 Turbo Sensitive JWT’s gold were won for Lay’s 29 Godrej Security Solutions 1 5 from P&G/Gillette.‘Flavour of the World Cup’ cam- 30 HDFC Life Insurance 1 5 Other advertising agencies thatpaign, Birla Sunlife Insurance’s 31 IDBI Federal Life Insurance Co 1 5 managed to make a mark at the‘Children’s Future Solutions’, and 32 Jagaran Prakashan 1 5 Effie Awards 2011 were draft-the Nike ‘Bleed Blue’ campaign. 33 P & G International Operations 1 5 fcb Ulka, Creativeland Asia, BBH Last year’s runner-up Lowe Lintas Pte.Ltd.SA Singapore Branch Communications, BBDO Proximity,managed a tie with DDB Mudra 34 Tata Teleservices 1 5 Interface Communications, TBWAthis time. The former’s total score 35 TVS MOTOR Company 1 5 India, and Sapient Corporation. (Note: One Gold is worth 15 points; one silver is worth 10 points; and one bronze is worth 5 points)stood at 45 points. Lowe’s metal Among the clients, Cadbury India with four gold and two silver was tally included one gold, one silver, adjudged the Client of the Year. EFFIE 2011 AGENCY TALLY SHEET and four bronze. The agency’s much Another regular at awards shows, lauded work for Idea Cellular came Vodafone India followed Cadbury Gold Silver Bronze Grand Effie good once again. Lowe Lintas’ sole with two gold and a silver. Sl. Agency Name Total Points 1 Ogilvy & Mather 7 6 6 195 gold was won for Idea Cellular’s Over 300 entries were received 2 JWT 3 1 2 65 Mobile Number Portability cam- this year from more than 20 agencies 3 DDB Mudra Group 1 3 0 45 paign (No Idea. Get Idea). across the country, as against 276 4 Lowe Lintas 1 1 4 45 DDB Mudra’s one gold and three entries last year. 5 Taproot India 1 1 35 silver though shone better to give the The final shortlist of 97 entries 6 Leo Burnett 1 4 35 agency an edge over Lowe Lintas, in was announced on December 5, 7 McCann Worldgroup 1 4 30 the final rankings. after the judging process held over 8 Contract Advertising India 1 1 25 The agency’s gold was won in the three days - two sessions in Mumbai 9 BBDO India Pvt. Ltd. 1 15 healthcare category for Velocit’s (Dr and one in New Delhi. The first 10 DRAFTFCB Ulka Advertising 1 1 15 Reddy’s Laboratories) ‘The Joys of round of shortlisting was held across 11 Creativeland Asia Pvt. Ltd. 1 1 15 Motherhood’ campaign. award categories by a jury compris- 12 BBH Communications India 1 1 15 Taproot, Leo Burnett and ing a panel of 60 judges. The judging 13 BBDO Proximity India 1 10 14 Interface Communications 1 10 McCann Worldgroup made it to the panel consisted of a mix of sen- 15 TBWA India 1 10 Top Seven list at the awards cer- ior members across the marketing, 16 Sapient Corporation Pvt. Ltd. 1 5 emony, with 35, 35 and 30 points, advertising and media fraternity. „ respectively. shibani.gharat@afaqs.com40 afaqs! Reporter, January 1-15, 2 0 1 2
  • 31. 1(:6$9(57,6,1*EFFIES 2011The Grand ShowTaproot India, Cadbury, Ogilvy India and BBDO India were the names that came out winners during the11th edition of the Effies held in Mumbai. By Anindita SarkarC hange the Game was the mantra coined Reporter, “We are lucky to have part- by Taproot India for Pepsi ahead of the ners like Ogilvy India, Contract and ICC Cricket World Cup this year and the Interface. It is the agencies that have putcampaign helped the agency shine at the 11th Effie us on the podium and helped us win.”Awards, organised by the Ad Club of Bombay. Following Cadbury India, the The successful campaign fetched Taproot theGrand Effie this year. Last year, DraftFCB Ulka Team TapRoot Indiawon the same award for the Tata Docomo cam-paign. Client of the year - Speaking to afaqs! on the win, Santosh Padhi, Cadbury Indiachief creative officer and co-founder, TaprootIndia says, “It is a great honour to win an award India’s ‘BlackBerry For Everyone’ campaign.again for the Pepsi campaign, especially at the BBDO India was bestowed this honour in 2010Effies. It is a big thing for a small agency like ours, for the agency’s work for Gillette.with only 30 people, as compared to a big agency This year too, BBDO’s partnership with Gillettewith 3,000 people.” continued with its winning ways bagging the Cadbury India, winning four gold and two other top clients this year were Vodafone India, Bravery Award, for its ‘ShaveSutra - How to Turnsilver was declared Effie Client of the Year, an Hindustan Unilever, Pepsi Foods and Ceat, a Mundane Solitary Chore into a Pleasurable Duet’honour that was Vodafone India’s last year. respectively. Among the other special awards, campaign for Gillette Mach3 Turbo Sensitive of Chandramouli Venkatesan, category director, Ogilvy & Mather bagged the Uncommon Sense P&G/Gillette. „chocolates and strategy at Cadbury, tells afaqs! Award. The agency won the award for Vodafone anindita.sarkar@afaqs.com
  • 32. 1(:622+ADBAGWalking the Eco-friendly WayThe 080 Media Group has introduced AdBag, a new mode of advertising where advertisements areprinted on eco-friendly recyclable, and 100 per cent biodegradable bags. By Jhumur NandiI n an attempt to protect the envi- ronment and solve the plastic bags ban issue faced by retailers,the 080 Media Group, which createsonline, print and video media prod-ucts has introduced an innovative As part of the process, AdBag hasadvertising initiative called ‘AdBag’, teamed up with over 500 retailers towhich has advertisements printed on distribute advertisements, of which,eco-friendly bags. most of the current retailer base is Talking to afaqs! Reporter, local. “So far, we have carried out cam-Rohit Mukherjee, founder and CEO, paigns for local clients in the events, medical, and food and beverage sec- tors. Our current strategy is to start“We found AdBag off with smaller local advertisers. We Bagging rights will slowly expand to incorporate big- to be an eco- ger campaigns, and partner with larger nomically viable advertising houses,” adds Mukherjee. solution to the AdBag has teamed up In the initial stage, the company charges a one-time setup cost of `2,500 for the creation of advertise- growing plastic with over 500 retailers and ment and imprint manufacturing. Subsequently, bag problem.” most of the current retailer the charges vary according to the number of bags desired to be printed or distributed by the advertiser ROHIT MUKHERJEE base is local. (which ranges from `22,500 for every 5,000 bags to `3.50 per bag for 50,000 bags or more). The pricingAdBag, says, “We found AdBag to be an effec- audience, and the bags are distributed to distribu- includes design, manufacturing, transportation, andtive, economically viable solution to the growing tion partners such as retailers frequented by the distribution of the eco-bags to retailers.plastic bag problem in cities. At the same time, it target consumers. The biodegradable grocery bags The company allows various kinds of adver-is an extremely effective and targeted advertising are distributed to retailers at around half the cost of tisements to be featured on the bags. Currentlymedium.” conventional plastic bags. The bags are distributed operating in Bengaluru, the company plans to The AdBag design team works with advertisers within a radius of 3-5 km from the advertiser’s move into Tier 2 cities in Karnataka soon, and hasto create communication to be printed on bags. office in 15 days. Retailers, in turn, distribute these plans for a pan-India presence going forward. „The ads are categorised according to the target bags to their customers. jhumur.nandi@afaqs.com OBITUARY Maneesh Rangra The executive business director with JWT, succumbed to a cardiac arrest on the morning of December 27 in New Delhi. News BureauS easoned JWT India hand, do spirit in every project he got colleagues, Rangra was known to Maneesh Rangra is no more. involved in and was always the lead from the front and constant- He succumbed to a cardiac beacon of optimism for his col- ly encourage his team mates andarrest in New Delhi. He was 39. leagues.” position them strongly before the Working as the executive busi- “He was a mentor to many, and agency’s clients.ness director, Rangra was unwell in had earned the love and respect of He was often sought for advicethe last few months and was admit- his peers and the admiration of cli- by the senior-most brand managersted into the hospital in the ICU ents, “ Harris adds. in making tough market moves, the(Intensive Care) Unit last week. Rangra joined JWT in 1995 and agency says. A grieving Colvyn Harris, chief over a tenure that lasted 16 years An accomplished basketballexecutive officer, JWT India says, handled brands across categories. player, he is also remembered for“He (Rangra) has been one of our He successfully led businesses such his gusto and zest for challeng-brightest stars and contributed as Reckitt Benckiser, Yum Foods, es and being a favourite with theimmensely to the leadership of the Nokia, Airtel, Glaxo Smithkline, agency’s clients.office. Without exception, he built Sony and Monte Carlo among oth- Rangra is survived by his wifestrong relationships with the teams ers. and two children. „he worked with, injected a can- Remembered fondly by his feedback@afaqs.com42 afaqs! Reporter, January 1-15, 2 0 1 2
  • 33. 1(:63(23/( >> MOVEMENTS/APPOINTMENTS<< A round up of some major people movements in the last fortnight MEDIA ADVERTISINGE rnst & Young (E&Y) India has promotedFarokh Balsara as leader, keting, national, for TV9 Maharashtra. Thakkar will report to Clifford Pereira, director and net- work revenue head, ABCL. His responsibility at S aints & Warriors has appointed Akhil Saxena as executive creative director. Saxena was the creative director consultant for AMO andMedia & Entertainment TV9 will be to generate new market revenues for also freelanced for several agencies. In his(M&E) for Europe, West the rest of Maharashtra through new verticals as new role, Saxena will report to PushpinderAsia, India and Africa well as craft activations, AFPs, and 360-degree Singh, chairman, Saints & Warriors, and will(EMEIA). Prior to this, solutions for clients. Earlier, Thakkar was senior be a part of Sartaj SUSHIL KUMARBalsara headed the India vice-president, national, Mahuaa Group Jaffri’s (senior vice-operations. Bharat Bhushan, editor, Mail Today from the president and branch Times Television head) Mumbai team.Network has appointed FAROKH BALSARA Hozefa AlibhaiAyesha Surty as head of has joined the pro-syndication and digital revenues and also pro- duction housemoted Avinash Kaul as chief executive officer Gobsmack! AlibhaiET Now and Zoom. Ajay Trigunayat has been joins as executiveappointed the chief executive officer of its English producer and man-entertainment channel. Surty’s new mandate will aging director and SUSHIL KUMAR SUSHIL KUMARbe to focus on building relationships and maxim- will lead the pro- HOZEFA ALIBHAIise revenue opportunities with content and brand duction company’spresence across platforms. She will report to operations in India. Before joining Gobsmack!,Avinash Kaul, chief executive officer, Zoom and BHARAT BHUSHAN RAHUL THAPPA Alibhai was at Publicis Communications asET Now and will be based in Mumbai. Kaul and films chief. „ Trigunayat will continue India Today Group, has quit. He had joined Mail to report to Sunil Lulla, Today in May 2007 as the founding editor. The managing director and move ends his four-and-a-half-year stint with the DIGITAL CEO, Times Television publication. In another development, Mail Today’s Network. Reliance Broadcast Network has roped in chief operating officer (COO) Rahul Thappa quit within eight months of joining. Manoj Sharma, business head, has taken over Thappa’s job. „ L inkedIn India has appointed Hetal Sonpal as director, Vivek Malhotra to head strategic sales. Sonpal the marketing func- was with Microsoft tions for 92.7 BIG FM. Corp where he served Malhotra will be respon- as lead, telecom alli- AJAY TRIGUNAYAT sible for developing the OOH ances. Sonpal’s overall branding and mandate will be tocommunication strategy. He will oversee therollout across the stations. Prior to this, Malhotrawas senior vice-president, marketing and research, O u t d o o r Advertising Professionals has identify and build strategic relationships MADAN SANGLIKAR in the marketing andBloomberg UTV. appointed Jesley recruitment ecosystems. He will be based in Hungama Digital Media Entertainment has Joseph as vice-pres- Mumbai and will report to Hari V Krishnan,appointed Nalin Gagrani as head of its consumer ident, South. Joseph, country manager, LinkedIn India.business. Gagrani will be responsible for the who was earlier associ- Madan Sanglikar, principal partner, inven-direct-to-consumer business, including Hungama. ate director at Vivaki tion, Mindshare India, has put in his papers. Hiscom, and all its affiliates. Specialist Services will next destination remains unknown. Sanglikar Associated Broadcasting (ABCL), which oper- develop and strength- joined Mindshare in December 2002, and byates under the TV9 brand, has roped in Nilesh en OAP’s operations JESLEY JOSEPH July 2007 was heading the digital business at theThakkar as senior vice-president, sales and mar- in South India. „ agency. „
  • 34. %<,19,7$7,21Well-known professionals write on issues that they feel passionately aboutPRABHAKAR MUNDKURThe EFF wordM any of my friends who paratively more obscure brand like stepped out of the Effie show this year had a smile on their WHITHER EFFECTIVENESS?faces. They said it was fair play. Theyhad either got a nomination or actu-ally won an Effie. They said that this L ess information is available on the Indian Effies, which does not have its own website and workswas, then, the fairest award of them generally under the aegis of theall! An expected reaction, I suppose.You tend to be kind to the award’s has the unique distinction of host-organisers when you win. They also ing both the creative awards andsaid that they were now bracing up the effectiveness awards. This bringsfor the unfairness lurking around the an unfair bias into the argumentcorner in a couple of months. between creativity and effectiveness. It’s a bit like saying the London BUT HOW FAIR IS FAIR? International Show will host the IPAT he old polarity between crea- tivity and effectiveness isno longer generally acceptable. awards as well. I continue to be a fan of the IPA and go back to the Charles Channon 7KH ORQJ WHUP HIIHFWV RI DGYHUWLVLQJ PDTimes have changed and the Holy preface in Adworks 3, published inCommunion between creative and 1984, where he describes the pur- EH D IRUJRWWHQ SKDVH IRU DG PXVHXPVeffectiveness has reached a new high. However, we must be absolutely demonstrate that advertising can beclear that creativity, as perceived by proven to work against measurablethe industry, cannot be a criterion in criteria and show that it is both amaking the effectiveness awards. an average of the effectiveness score Awards - it has a nice ring.” serious commercial investment and a What really is the dependence on and the creative score, weighted to A review of recent IPA entries contributor to profit.”this nebulous thing called creativity emphasise effectiveness over the cre- reveal that numerous entries mis-for winning an Effie? If, for example, ative (80:20) (www.euro-effie.com). calculated payback, which is why between the awards won at thethe creative trade awards were almost Why the overwhelming emphasis one finds guidance notes on the IPA Indian Effie and the other creative100 per cent dependent on creativity on effectiveness in Europe? I think website on defining payback as: awards in the country, as someoneas an art form, what then is its rela- that since the IPA in London has recently asked me? I guess we onlytive weight in the Effies? laid the benchmark for effectiveness sales have to wait a few months to know. The US Effies website says that awards, what they mean and what - -the scoring system is as follows: they are, it led and influenced the enue tive awards of previous years. other countries on the continent. If it were, it would suggest that = 23.3% After all, the IPA had the advan- to profit what the industry considers creative tage of a global giant like Simon might be winning the effectiveness Now, coming back to the Effies. awards as well. And, that would be a awards and create a robust award How are they different, apart from big blow for effectiveness. For better in the UK. Although a doctorate in or for worse, all effectiveness awards Statistics, his poetry was published for one, like most American prod- are likely to destroy the folklore onsection had the highest scores ucts, the Effies are global and have the ineffectiveness of advertising andamongst entries for gold, silver undergraduate! We have to eternally spread to far corners of the globe. must, therefore, be applauded for theand bronze (http://www.effie.org/). thank him for giving us words like good they are doing for the industry.If one counted both the scores for adstock, which he invented. DO ONLY WELL-KNOWN And, all you old fogies who are In an interview with Tim Ambler BRANDS WIN EFFIES? still arguing about the long-termthe creative components, one wouldhave as much as 46 per cent of theweight devoted to creativity. where a campaign can be shown to Icountries may be more star-struck are now proving effectiveness based be profitable. It is campaign evalu- Grand Effie in the US in 2010, won So, the long term effects of THE US AND EUROPE ation with the profit motive in theT he European Effies say that incase is based 80 per cent on effective- foreground. We go straight to the that the winner need not be either glamorous or well known. phase for the advertising museums. As John Maynard Keynes once said,ness and 20 per cent on creativity. time discussing when it might pay the Effie in the US in 2011, proves „ back. In a week? Within the financialdone online. The European Effies year? Perhaps I should have suggestedsay: The final score for each finalist is the name Advertising Accountability readily as they will accept a com- (The author is CEO, Percept/H)44 afaqs! Reporter, January 1-15, 2 0 1 2
  • 35. 352),/( _ 1(:6 SWATI BHATTACHARYA I NCD I JWT DELHI MEDIA Journey that was to be Foreign returned to Delhi and joined JWT. Shores “I met Denis Joseph (the former Domestic channels are national creative director), who said that he didn’t ‘test’ people who have stepping out to explore been hired by Trikaya,” she adds. the global market. For Bhattacharya, it was a dreamy start. “Just a month into the job, By Anindita Sarkar I was on a plane, living at Prahlad V Kakar’s house where we worked on iacom 18 Media, the equal all the ‘Its different’ commercials for joint venture between Maggi ketchup with Pankaj Kapur Viacom and Network18, just and Jaaved Jaffrey.” Calling it a dra- launched its flagship channel Colors matic start for a trainee, she is of the in Canada. The channel, which began opinion that JWT provided her with its international operations in early the opportunity to create partner- 2010, now reaches out to almost 50 ships with various creative heads such countries. Its content is syndicated in as Kakar, Nomita Roy Ghose and over 55 countries to many third party Subir Chatterjee. Within four years, channels in various languages. Bhattacharya became a lone ranger B4U, too, has launched B4U who would travel from one office to Movies and B4U Music on Zuku, another working on various projects. a cable network and Star Times, And then came the big change in a DTT operator, in East Africa. her personal life. In 2000, she became Both Star Times and Zuku cater a mother and she decided to take a to the local Asian community in break. Returning to work in 2001, Kenya, Tanzania, Rwanda, Malawi, she was given the sole responsibility Burundi, Entrea, Uganda, Ethiopia, of handling GlaxoSmithline’s health Zambia, and Sudan. drink, Horlicks. “On my return I was apprehensive if I would be able to manage people since - before that - I had mainly worked on projects,” she says. GSK at that time was on anSUSHIL KUMAR expansion spree and Horlicks, from one bottle, went on to have a complete range right from toddlers to children By Anushree Bhattacharyya to women and even instant noodles (Foodles). At the same time, she was “For me, it S wati Bhattacharya, JWT Delhi’s given the charge of Thompson Social newly-promoted national crea- (JWT’s CSR arm). “It was during this tive director feels that she was destined to be in advertising. In the has always time I got over the fear of managing people and became a team player, “ mid- and late-‘80s, advertising was not top-of-mind when one looked at been about Bhattacharya notes. In 2006, she was made executive UTV Stars, described as the career options. That wasn’t the case with Bhattacharya, however. With a the kind of creative director of the branch. How does Bhattacharya view her career official channel of Bollywood, was launched simultaneously in India mother who was a public relations brands I have graph? “I had never looked at my and West Asia in August. UTV had officer and a father who worked career in terms of designations. It has collaborated with telecom operator with the Indian Newspapers Society worked on.” always been about the kind of brands and TV services provider Etisalat for (INS), Bhattacharya was no stranger I have worked on,” she elaborates. the launch in West Asia. Etisalat also to the world of advertising. The last four-five years have brought showcases UTV Bindass and UTV After completing her graduation in English from a different kind of change in her style of working. After Movies in the region. What is hap- Delhi University’s Miranda House in 1989, she went working on many women-oriented brands, she started pening with Indian broadcasters? on to study Mass Communication from The Indian enjoying the relationship she shared with women. “It Institute of Mass Communication (IIMC). “I topped was quietly reflected in my work,” she reveals. THE SEARCH my batch in 1992 in media planning. For a while I thought that I should take up media planning as my career,” reminiscences Bhattacharya. Bhattacharya’s mandate includes Airtel, apart from Horlicks. Calling it ‘her little payback time’ at the agency, she wants the young people to discover what T he 20 million Indians in 100 countries are starved for good Indian content and are willing to However, destiny had something else planned. she did during her journey at JWT. She is also excited pay well for the same. Addressing While on a holiday in Mumbai, she appeared for a about Bobby Pawar taking over as chief creative officer. the Indian diaspora directly brings in copy test at Trikaya. She surprised herself by clearing In this mad world of advertising, it is important to get additional revenues to the channels. it. “At that time it was said that to pass a Trikaya copy motivated from time to time, believes Bhattacharya. Zee Entertainment, for instance, test was almost like clearing IIM entrance exams. So “The last time we had a creative head was Agnello Dias reported that in 2010, 19 per cent here I was - the only girl with a Mass Communication (Aggie) and now, after long gap, we will have Bobby,” of its revenue came from the inter- background to join the agency,” remarks Bhattacharya. she concludes. „ After three months at Trikaya, Bhattacharya anushree.bhattacharyya@afaqs.com FRQWLQXHG RQ SDJH  >> afaqs! Reporter, January 1-15, 2 0 1 2 45
  • 36. %<,19,7$7,21Well-known professionals write on issues that they feel passionately aboutVINAY KANCHANA Brand called ‘Tintin’ FOTOCORPT he arrival of Tintin on apart. Going back in time, might not ing true to their primary theme and need to tone down the language of the silver screen has just hold the promise of nostalgia, positioning. A host of unnecessary the sailor, keeping the young readers already caused thundering but for some brands can also serve associations, undertaken sometimes of the Tintin comic series in mind, typhoons at the box office as building a strong conversational under the promise of glamour and he brilliantly substituted what wasworldwide. platform, for the future. media coverage, typify such distract- tending towards profanity, with an But as the young intrepid explorer ed mindsets. The Tintin example of abusive idiom which was completelytries to find paths into the hearts of REFUSING TO DIGRESS never looking away from the task Haddock’s own.an entirely new generation, there are FROM THE CORE THEME at hand is perhaps something most Brands and marketers keep fac-pertinent lessons that Herge’s iconiccharacter uncovers. These insights assume relevance T he Tintin saga represents an unwavering dedication, to the brand teams can take inspiration from, when it comes to their own ing obstacles, to their progress every single day. But trying to see the opportunity, that lurks behind thosefor brands, trying to make their barriers, is perhaps an invaluableown statement, in an increasingly mindset that marketing teams needover-cluttered environment. And to develop.illuminate scenarios, where strivingto spot the uniqueness of a brand is COLLABORATING TO TAKEas thankless a task as trying to tell the ON A GREATER CHALLENGEThomson twins apart. For as Tintin shoots off with pur-poseful poise, in the quest to seek I t is interesting to note, that it took the combined talents of Steven Spielberg and Peter Jackson, tothe ultimate marketing treasure-of bring Tintin to the silver screen.a newer captivated audience, his Perhaps the task of doing justice toendeavours are worth recording. And a truly iconic character demandedthey need to be revisited, especially that two of the resident geniuses ofby an eager branding fraternity, ever Hollywood, found an excuse to col-seeking the elusive elixir for rejuve- laborate. And viewers all over thenating their brands. world were more than happy to sam- ple the end product. TURNING BACK THE In an era where competition CLOCK WITH APLOMB is fierce, there will still always beM any brands might shudder at the idea of going back in the opportunities for companies and brands to come together. And these 7KH VDJD UHSUHVHQWV DQ XQZDYHULQJ GHGLpast. In an era where every brand kind of lateral partnerships are stra-is trying to run streets ahead; any tegic tools of the new age. Theykind of backward step might be seen present both brands the possibility ofas detrimental. The fear of beinglabelled as ‘dated’ is an overwhelm- FDWLRQ WR µLQQRFHQW SXUVXLW RI DGYHQWXUH¶ a synergistic offering, and the chance to take on a large consumer base withing one. And yet this very ‘rat race’ pooled resources.kind of mindset, leads to a frenzy of central premise of the ‘innocent pur- quests of larger market shares. Finally Tintin offers not only‘me too sameness’. suit of adventure’. There is never a a chance to relive fond childhood The Tintin world, set in the early deviation from the primary storyline, WORKING AROUND memories, but also a few parallels forpart of the twentieth century, has a to break into an item number (imag- RESTRICTIONS WITH MEM- the branding world to chew on, asvery distinctive charm and flavour. ine that!), or absolutely any other ORABLE RESULTS Snowy would heartily agree. RelivingIt showcases an absence of modernday gadgetry (for one), and hence theusage of old fashioned intelligence, to kind of subroutine, which does not add to the main storyline. And that undivided focus is something truly C aptain Haddock is easily one of the most loved characters in all comic book fiction. But beneath the his exploits might just enliven the daily adventures of the white collar world, seeking the mysterious secretssolve problems. There is a wide eyed worth emulating. swear words that so colourfully per- of the great brand empires... „naiveté, to the characters perspective These days many brands display sonify the man, there lies a story ofon the world. And that is precisely the attention span of a child in a looking at a problem as an opportu- (The author is a creative thinking trainerwhat makes it stand so compellingly candy shop when it comes to stay- nity. When Herge was faced with the and an independent brand consultant.<< FRQWLQXHG IURP SDJH  nificant contributor to the overall want it on the same day,” explains can be lured to consume content in revenue pie for the channel. Gaurav Gandhi, head, international other media, too, such as the inter-Foreign shores... “Indians around the world seek the same quality entertainment business, and COO Sun18 North. Expanding outside India helps get net, mobile and interactive games. This also helps build the base for content that their relatives see back the high-spending Indian diaspora holistic growth for the future, acrossnational market. For Colors, too, home, or what they saw on TV hooked onto content that can be media. „international revenues are a sig- before they migrated. Besides, they leveraged beyond TV. The consumer anindita.sarkar@afaqs.com46 afaqs! Reporter, January 1-15, 2 0 1 2
  • 37. 60$57,($ MTS Larger than life MTS has come up with an innovative 3D outdoor campaign, strategically placed at five high-traffic crossings in Kolkata. By Jhumur NandiI n order to promote the youth-cen- Keshav Tiwary, COO of Kolkata tric ‘Red Energy’ campaign, the West and West Bengal, MTS India says, “The Bengal circle of MTS has come up main objective to come up with suchwith an innovative out of home cam- an innovation was to position the ‘Redpaign with a three-dimensional look. The Energy’ campaign as innovative, dynamic3D-medium has been chosen to give a and youthful.”larger-than-life look to the outdoor cam- The structure of the innovation has apaign. The campaign was launched on granular sub-base (GSB) and the backlit-December 20, and will continue for the acrylic phone cut out is mounted in thenext few months. middle of the booth. Another backlit acrylic ‘Red Energy’ campaign is a youth out- cut out with a boy skating is mounted onreach programme. In order to strengthen both sides of the phone, to give it a 3D look.the youth engagement in the Red Energy The base measures 6 x 1.75 feet, and thecampaign, the brand has launched several phone cut out with the boy skating meas-initiatives such as a rock band hunt and ures 4 x 7 feet. The innovation has beenmobile phones which cost less than `5,000 placed above the traffic police booths tofor youngsters. catch immediate attention of the onlookers. The innovation has been strategical- “The challenge lay in the execution ofly placed at five high-traffic crossings the campaign within the given time frame,in Kolkata which includes Girish Park and to install such heavy structures amidstcrossing, E M Bypass, Prince Anwarshah traffic,” adds Tiwary. The campaign wasConnector, Alipur Machino Techno, executed within 15 days. „Hyatt and Sanjha Chulha crossing. jhumur.nandi@afaqs.com Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home. afaqs! Reporter, January 1-15, 2 0 1 2 47
  • 38. 1(:6%22.65HDGLQJ 5RRP PUSHPENDRA MISRA Director, Flying Saucer Films I dislike fat books. What great wis- dom exists in this world that can’t be imparted in less than 300 pages? Having said that, I have just finished reading Steve Jobs’ biography, which is about 600 pages. The books that I read are usually by my bedside. At present, I have Ammi by Saeed Mirza, Ka by Roberto Calasso, The Theatre of the Abstract by Martin Esslin and Autobiography of a Yogi by Paramahamsa Yogananda on the table. Ammi is about Mirza’s letters to his mother who is no more. It is quite fascinating to see the way in which the writer draws out details. Ka, a great piece of work on Hindu mythology, moves fast. Yet, the description is as vivid as if the events are unfolding before your eyes. I specifically love reading poetry. Poets have this great ability to step outside their own body, look at their misery from a third person’s point of view and qualify it in simple words. This act itself is like going to a shrink. They end up becoming their own shrinks by the means of their poetry. The poetry of Rainer Maria Rilke fell upon me like a ton of bricks. It is so simple yet so deep. „ As Told to Shibani Gharat< FRQWLQXHG IURP SDJH  < garnered only six spots this month compared to eight last month.Sony Ericsson... Commenting on the Challengers’ list, Khandekar says, “A striking aspect is that most models featureSamsung Galaxy Note, Samsung here for only a month before disap-Galaxy Y S5360, Samsung Galaxy pearing in the next. This indicatespop S5570, and the Nokia 2720 fold. that consumer interest in a major-Consumer interest in Micromax ity of Indian models is fleeting, TOP 10 INDIAN CHALLENGERS-DECEMBER 2011 Rank Nov Model Price 3G Touch- Screen Camera in ` screen Size 1 Micromax-A70 7619 Yes Yes 3.2 5 2 Micromax-A85 19500 Yes Yes 4 5 3 Micromax-X222 2500 No Yes 2.4 VGA 4 iBall-Andi 6300 No Yes 3.2 3 5 Micromax-X560 3699 No Yes 3.2 2 6 Karbonn-K-1818 3300 No Yes 3.2 3.2 7 Spice-Mobiles-Mi-350 9000 Yes Yes 3.5 5 8 Micromax-Q80 4761 Yes No 2.4 3 9 iBall-Aura-V36 5375 No Yes 3.5 3 10 Micromax-X78 4750 No Yes 2.8 3.2models was weaker, with only the A unlike the Hotlist, where the global70 making it to the list. brands typically remain for at least a couple of months.” This month, INDIAN CHALLENGERS six new phones - Micromax-A85,M irroring the Handset Hotlist, Micromax continued its down-ward journey in The Top 10 Indian iBall-Andi, Karbonn-K-1818, Spice- Mobiles-Mi-350, iBall-Aura-V36, and Micromax-X78 - featured. „Challengers list for December. It feedback@afaqs.com48 afaqs! Reporter, January 1-15, 2 0 1 2
  • 39. 1(:622+MOMS TATA PHOTONDressing Up On The Fast TrackTo mark the beginning of the wedding season, MOMS hascome up with two billboards promoting the ethnic wear range of MOMS has created 60 dongle-Manyavar. News Bureau shaped cut-outs and installed them along the driveway to the Kolkata airport. News Bureau M OMS, the outdoor unit of Madison World, has rolled out an innovative out- door campaign for Tata Photon Max on the driveway to the airport in Kolkata. The cam- paign is in sync with the current positioning of Tata Photon’s ‘Get more time for life’, with the objective of highlighting speed as the main feature of the Photon Max offering. Talking about the campaign, Dipankar Sanyal, chief operating officer, MOMS, says, “A neat execution, coupled with technology highlighting the features of the product, is the forte of this inno- vation.” As part of the process, the agency has fabricated 30 light poles with six-feet long cut-outs back-T o promote the men’s ethnic wear ability to think beyond the traditional line range of Manyavar during the fes- and has exhibited the innovations to get an tive and wedding season, MOMS, the edge to the campaign for a lifestyle brand.”outdoor arm of Madison, put up two innova- The concept was to portray a bride’stive 30 feet X 15 feet billboards in Kolkata. imagination, her dream of seeing her groomThe innovations were created by Shreyansh as the picture of perfection. One of the bill-Creations, and developed and executed by boards features a cut-out of the moon onMOMS. which sits a bride. The groom The campaign is in sync Displayed on the E M is shown standing behind theBypass near Silver Spring, and MOMS has put bride. The cut-out is back with the currentAlipur Zeerut Bridge near Taj lit for added effect. WoodenBengal Hotel, the sites were up two 30 feet frames in traditional designs positioning of Tata Photon.chosen due to the high visibil- have been used on the fourity factor of these areas. X 15 feet bill- sides of the billboard, to give to-back, in the shape of a dongle. Overall, it has Dipankar Sanyal, chiefoperating officer, MOMS, boards a feel of the wedding arena. The other billboard has installed 60 dongle-shaped cut-outs. In the evening, the dongle lights up in blue, as if the device is onsays, “MOMS has proved its in Kolkata. been converted into a doli, and working, highlighting the speed of the Photon with curtains hung on two According to the agency, the reason behind sides. The groom in this bill- using the light poles is the high visibility factor. The board is shown sitting inside entire outdoor campaign was executed in a span of the doli, flaunting Manyavar’s 15-20 days, and will continue for another two-to- ethnic collection. In order to three months. highlight the brand, the cut- The challenges faced in executing the campaign out of the Manyavar logo is were mainly caused by the traffic, as important back lit in both creatives. personalities continued to travel to and fro from Rajeeb Bhattacharya, busi- the domestic and international terminals of the ness director, MOMS Kolkata, airport. Therefore, the work was executed mainly says, “The idea was to help during early mornings. Moreover, the safety of the Manyavar to go beyond mere individuals working at the site was also a concern, as branding and create a vis- electricity was used for lighting the dongles. ual delight by incorporating As of now, the agency plans to expand the don- innovation in the outdoor gle-shaped innovation in Kolkata. New schemes are medium.” „ also in the pipeline. „ feedback@afaqs.com feedback@afaqs.com afaqs! Reporter, January 1-15, 2 0 1 2 49
  • 40. -2%6:,7&+JOBSWITCHOrganization Name: Indian Profile: The candidate will Organization Name: TheNational Press Bombay Limited be required to develop brand Big Idea.Position: Chief Manager - Ad Sales communication ideas, write Position: Account ManagerLocation: Delhi effective copy for advertising Location: DubaiProfile: We are looking for a Post Communication and all types of Profile: The candidate should begraduate candidate in Marketing marketing collateral materials. She/ able to handle medium to largewith exposure in product or He should be a Graduate in English projects individually. She/ Headvertisement sales. 6-7 years of with 5-10 years of experience. should have the ability to ideate,experience is needed for this role. Email: nidhi@flagscommunications.com strategize and implement campaign.Email: hrd@fpj.co.in ............................................................ 5 years of experience is required for............................................................ Organization Name: Adsyndicate this role.Organization Name: Services Private Limited Email: prasad@tbi.aeTaxindiaonline.com Position: Senior Art Director ............................................................Position: Marketing Head Location: Mumbai Organization Name: SpanLocation: Delhi Profile: We are looking for CommunicationsProfile: The candidate should have a candidate, passionate about Position: Media Manageran experience of 8-10 years, heading creativity with a determination Location: Delhithe marketing role in an online to play a key role in cutting-edge Profile: We are looking for aventure.. advertising. She/He must be from professional with atleast 5 yearsEmail: hrd@taxindiaonline.com an art background from a reputed experience in media planning and............................................................ art school with 6-8 years of buying for corporate clients. TheOrganization Name: Amazon experience. candidate should have good contactsDevelopment Centre Private Email: career@adsync.in with media with atleast 5 years ofLimited ............................................................ experience.Position: Senior Marketing Organization Name: Insight Email: resume2span@gmail.comManager Brandcom Private Limited ............................................................Location: Bangalore Position: Head of Operations Organization Name: SunnyProfile: We are looking for a Location: Guwahati AdvertisingMarketing Manager with at least 8 Profile: The candidate will head Position: Advertising Viceyears of experience working in the a team of about 10-12 people and President (Marketing.)area of social networking, online ensure seamless execution of all Location: Mumbaimarketing, or online business projects managed by the company. Profile: We are looking for adevelopment. 5 - 10 years of experience in candidate with strong concept &Email: aritran@amazon.com Production / Operation / Execution presentation with networking skills............................................................. in BTL/ Events is needed. She/He should have minimum 5Organization Name: Zen People Email: careers@insightbrandcom.com years experience in medium or bigcraft India Private Limited ............................................................ advertising agency serving major/bigPosition: Sales Head Organization Name: Workaholics budgeted accounts.Location: Delhi/NCR Event Solutions Private Limited Email:Profile: We are looking for a Position: Manager- Operations saba@sunnyadvertising.comcandidate to manage retail sales (Events) ............................................................for Radio/ Print or Electronic Location: Delhi Organization Name: WaterMedia in Delhi with team handling Profile: The candidate should be Position: PR professionalsexperience of at least 5-10 people. capable of handling pan India events Location: Mumbai8-12 years of experience is required & exhibitions projects with ability Profile: The candidate shouldfor this role. to negotiate with vendors & Govt. have excellent spoken/writtenEmail: zen@zenpeoplecraft.com Officials. 5 years of experience is communications skills and would............................................................ needed for this role interact independently with theOrganization Name: MRM Email: hr@workaholicsindia.com print and electronic media. 3-4Worldwide (Digital Arm of ............................................................ years of experience is needed for TO ADVERTISE, CONTACT:McCann Worldgroup) Organization Name: Gauge this role.Position: Project Manager Advertising and Marketing Private Email: career@wateryourbrand.in Saurabh SharmaLocation: Delhi Limited ............................................................ Ph: 09868919608Profile: The candidate will work Position: Account Supervisor/ Organization Name: Email: saurabh.sharma@afaqs.comtowards strategic planning , creative Director Thoughtrains designs Pvt Ltd. Siddhartha Senguptadirection having knowledge of the Location: Delhi Position: Account Director Ph: 09768131042digital medium and media planning. Profile: The candidate required to Location: Navi Mumbai Email: siddharth.sengupta@afaqs.comAt least 2 years experience is needed maintain existing relationship by Profile: The role would require jobswitch@afaqs.comfor this role. fostering new ideas and exploring developing and retaining existingEmail: sidharth.shukla@ap.mccann.com new business avenues with them. clients. The candidate should be............................................................ At least 8-10 years of experience is MBA in Marketing with 6 to 7 To view other jobs in Marketing, Media and Advertising, log on to:Organization Name: Flags needed for this role. years of experience in a reputed http://jobs.afaqs.comCommunication Pvt Ltd Email: pawan.chohan@ agency. Join us on : facebook.com/jobswitchPosition: Senior Copywriter gaugeadvertising.com Email: amita@thoughtrains.comLocation: Delhi ............................................................ ............................................................50 afaqs! Reporter, January 1-15, 2012
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