Prateek N Kumar tells SHALINI SAKSENA that consumers demand relevant information today. To tackle this, brand managers are using below the line advertising technique for more personalized messaging.

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The CBI is probing allegations that
arrested Chief Executive Officer of
Censor Board Rakesh Kumar alleged-ly
milked a host of top film producers
and stars before giving clearance to
some recently released films.
Top CBI sources said during the
examination of Kumar and two others,
including an agent and an advisory
panel member of the Central Board of
Film Certification, it surfaced that
some top names in Bollywood includ-ing
Shah Rukh Khan, Sajid Nadiadwala,
Rohit Shetty, Vidya Balan and produc-tion
house UTV had apparently paid
M3()&E#)""F&Q&=5"/(()
money to get their movies cleared in
time with desired certification.
Though the probe into graft alle-gations
against Kumar and two other
accused persons in the case is confined
to the bribery case involving clearance
to a Chhattisgarh regional movie, the
agency is also independently verifying
whether the claims of payment of bribe
by Bollywood producers are correct and
carry any evidentiary value, the sources
said. The agency has not received any
complaint from any Bollywood pro-ducer
or director against Kumar.
“The common threat was to chop
off item songs. Clearance was delayed
till the last moment which made pro-ducers
frantic and cough out illegal grat-ification
to get the certificate before the
scheduled release,” the sources said.
During sustained questioning of the
trio, the sleuths have gathered that pro-ducers
of recently released movies like
Kick, Singham Returns and Bobby Jasoos,
starring top actors, allegedly paid
money to get their films cleared , the
sources said.
The agency had arrested Kumar
from Mumbai on Monday night for
allegedly demanding !70,000 as bribe
for clearing a regional movie from
Chhattisgarh. He was produced before
the Special CBI court in Mumbai
which remanded him to three-day CBI
custody for further questioning.
Continued on Page 4
+/#&'0$&++EM",!'!
NWIUSHGHIXJUV$IU1N?$
History of sorts was created
in Telangana on Tuesday
with the Government con-ducting
the biggest-ever inten-sive
household survey on a sin-gle
day and collecting data of
each and every household in all
the ten districts.
Brushing aside the criticism
by the Opposition and allega-tions
that it is aimed at singling
out people from Andhra
Pradesh living in Hyderabad,
the TRS Government embarked
on the massive exercise.
In New Delhi, a senior
Home Ministry official said the
Central Government was
seized of the matter and keep-ing
a close eye on the situation
arising out of the survey that
has raised suspicion among the
people of Seemandhra origin.
“Appropriate intervention
will be made by the Home
Ministry at an appropriate time,
if necessary,” the official said.
Meanwhile, Greater
Hyderabad, the State Capital
with a population of 12-mil-lion,
wore a deserted look as
normally busy and congested
roads were empty. With just a
few people and fewer vehicles
on the roads, with shops,
restaurants and hotels closed, a
curfew-like situation prevailed.
Right from the old city around
Charminar to the Hitec City,
the hub of information tech-nology,
all the busy centres
were silent.
It is for the first time in the
country that such a survey has
been conducted on a single day
to do away with the possibility of
any manipulation and distortion
of data. An estimated 4,00,000
enumerators, including Govern-ment
employees, teachers,
policemen and other volunteers
began the house-to-house survey
in Hyderabad and other districts
early in the morning.
Continued on Page 4
Related reports on P6
&$:A1'.A**$'! JUV$IU1N?
Havaldar Gaya Prasad’s fam-ily
will receive his body
with mixed feelings on
Wednesday. The soldier was
declared “missing dead” 18
years ago while serving in
Siachen Glacier and an Army
patrol found his body just three
days ago in a crevasse there.
His son is now in
Chandigarh to receive the body
and take it for cremation to
their native village Kuraria in
Mainpuri district, Uttar
Pradesh. The martyred soldier
will be given full military hon-ours,
including a 21-gun salute
with senior military and district
officials paying their respects.
Gaya Prasad of 15 Rajput
Regiment was deployed at a
high altitude post near Kandha
drop zone in Siachen, the
world’s highest battlefield where
armies of India and Pakistan are
deployed since 1984. He went
missing while trying to recov-er
supplies, including rations
dropped from a helicopter. The
officials said most probably
the soldier fell into a crevasse
and got buried in the snow.
The Army carried out
extensive search and rescue
missions for days together.
After it failed to find Gaya
Prasad, the Army finally
declared him dead and a bat-tle
casualty. In military parlance
it means he died in action,
which entitled his family to all
benefits including pension and
other facilities.
However, the soldier’s body
was found three days back by an
Army patrol in the northern part
of Siachen Glacier close to the
Kandha drop zone. The patrol
party saw a hand jutting out of
the snow and the body was then
dug out, officials said adding it
was more or less intact due to the
intense cold and snow.
The body was then shifted
on to a snow ledge and airlift-ed
by a Cheetah Helicopter to
Siachen base camp. After due
identification, the soldier’s body
was then airlifted to Leh and
will be flown to Chandigarh on
Wednesday. His son will then
receive the body and take it to
their village. Prasad’s 90-year-old
father reportedly said:
“I can rest in peace once I see
my son’s body.”
Siachen Glacier, where
temperatures sometimes dip to
minus 50 degree Celsius, has so
far claimed the lives of more
than 850 Indian soldiers since
they were deployed there in
1984. Most of the casualties
were due to harsh weather and
dangerous terrain including
crevasses and deadly avalanch-es.
The main reasons for
deaths are hypoxia and high
altitude pulmonary edema (or
“altitude sickness” in moun-taineering
lexicon).
Incidentally, the situation is
the same for the Pakistan Army
and reports indicate that near-ly
100 soldiers die on an aver-age
every year. In one of the
worst tragedies on April 7,
2012, an avalanche hit a mili-tary
camp situated at Giyari
sector burying 129 Pakistani
soldiers and 11 civilians. Their
bodies are yet to be recovered.
$,A"'!:$&/$'! OYVHNH!?
Ma n i p u r ’ s
human rights
activist Irom
Sharmila Chanu is
likely to walk free
soon. This after an
Imphal Court on
Tuesday issued
release orders of Sharmila, who
has been on an indefinite fast
for about last 14 years to protest
human rights abuses in the
State and demanding the repeal
of the Armed Forces Special
Powers Act (AFSPA).
Irom Sharmila has been
on indefinite fast since 2000
after the Assam Rifles killed 10
Manipuris at Malom in Imphal.
She was arrested shortly after
she began her hunger strike and
was charged with attempting to
commit suicide — a criminal
offence under the
Indian Law.
However, stating
that the agitation of
Sharmila is a political
demand through a
lawful means, the
court order observed
that “the charge of attempt to
commit suicide was wrongly
framed against the petitioner”.
Continued on Page 4
B9,##*$'"$,.#@'! JUV$IU1N?
Pushing India-Pakistan rela-tions
into a deeper crisis,
Pakistani High Commissioner
Abdul Basit went on to meet
more Kashimiri separatist lead-ers
on Tuesday. This comes a
day after India called off the
Foreign Secretary-level talks
with Pakistan expressing dis-pleasure
over Pakistan engag-ing
the separatists.
Basit met All India
Hurriyat Conference (M)
leader Mirwaiz Umar Farooq,
hardline separatist leader Syed
Ali Shah Geelani, and JKLF’s
Yasin Malik even as hundreds
of people protested outside the
Pakistani High Commission.
During their meeting, the
separatists lauded Pakistan’s
effort to involving separatists in
the talks. “We appreciated that
Pakistan did not surrender to
India’s dictatorship attitude,”
said Syed Ali Shah Geelani.
“We discussed that Pakistan
must impress upon India to
implement the UN resolution
it has signed on Kashmir.
Kashmir is an occupied terri-tory.
Let people of J&K decide
their fate,” he added.
It is learnt that the sepa-ratists
told Basit that they
want to be party to the India-
Pakistan talks. They also
urged Pakistan to push
India to resolve Kashmir issue
immediately.
Foreign Secretary Sujatha
Singh had on Monday cancelled
her visit to Pakistan to hold
talks with her Pakistani coun-terpart
Aizaz Ahmad Chaudhry
after Basit went ahead with
meeting separatists despite
Singh urging him to refrain
from any such irritants. India
termed such acts unacceptable
and “continued efforts to inter-fere”
in its internal affairs. The
talks, scheduled for August 25,
were going to be the first diplo-matic
contact between the two
countries after the new
Government took over in India.
Pakistan had on Monday,
in a relatively subdued tone,
described India’s decision as a
setback to its efforts to pro-mote
good neighbourly rela-tions
and claimed that holding
meeting with separatists prior
to talks has been its long-standing
practice. However on
Tuesday, Islamabad said “it
was not subservient” to New
Delhi and that “Kashmir was
not part of India”.
“Pakistan is not subservient
to India. It is a sovereign coun-try
and a legitimate stakehold-er
in the Jammu & Kashmir
dispute,” Pakistan Foreign
Office spokesperson Tasnim
Aslam said in Islamabad while
asserting “Kashmir is not part
of India. “ It is a disputed ter-ritory.
There are numerous
UN resolutions,” she said.
Continued on Page 4
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Pakistan Opposition leader
Imran Khan and cleric
Tahirul Qadri late on Thursday
night marched with thousands
of their supporters into the
heavily fortified ‘Red Zone’,
the capital’s diplomatic and
political enclave, as minor
clashes took place between
anti-Government protesters
and security personnel.
“Promise me, if something
were to happen to me, you will
take revenge from Nawaz
Sharif,” Khan said, while
addressing his supporters before
starting his march towards the
Red Zone that houses important
Government buildings, includ-ing
the Parliament House,
Prime Minister House,
President House, the Supreme
Court, besides embassies of
various countries.
Unfazed by Army deploy-ment,
the Pakistan Tehreek-i-
Insaf (PTI) chief and Qadri
marched towards the
Parliament demanding Prime
Minister Nawaz Sharif ’s resig-nation.
Police baton-charged
Qadri’s Pakistan Awami
Tehreek (PAT) protesters as
they neared the Parliament.
“Tehreek-i-Insaf workers
injured by police baton charge
ahead Serena chowk...
Ambulance called there for
first Aid,” the PTI party said on
Twitter. Anti-Government pro-testers
entered the Red Zone,
even as clashes took place
between them and the police at
Serena Chowk where they
removed shipping containers,
Dunya TV reported.
Continued on Page 4
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Hundreds of men and
women fought for freedom
with their unfailing courage
and endurance even to the
extent of giving up their lives.
The freedom movement was
headed by various stalwarts
in the country.
Among the many
dynamic and charismatic
leaders, Mahatma Gandhi
was the most iconic leader
who played a definite role in
bringing the nation together
with his tool of non-violence
through movements like the
non-ooperation movement,
Purna Swaraj, Civil
Disobedience Movement,
Quit India Movement that
brought India the long await-ed
freedom. These noble
heroes, to whom India owes
its Independence, had access
to education. Education
made them aware of the
world history, various civil
rights and freedom move-ments
across the globe.
It is their love for the
nation coupled with the edu-cation
that influenced them
and kindled in their hearts to
awaken the people of our
country to come together to
end the colonial rule. Let us
pay our tribute to them.
Nelson Mandela had
aptly said: “Education is the
most powerful weapon which
you can use to change the
world.” Children are our
future and it is their right to
live with dignity and respect
and be moulded as responsi-ble
citizens. If they have no
access to education, the
future of our country will not
be bright.
W.-(&')5*()&5%&I)&@E&=5/*":&A-#5)3#/:
!8#/&7/*()/#*5"/#+&1)"4G&"?
7/%*5*4*5"/%Y
Six new IIMs announced
have been included in the
registration for CAT 2014.
However, it is not clear yet if
they will start functioning
for the 2015-17.
These new IIMs will be
situated in Andhra Pradesh,
Punjab, Odisha, Bihar,
Maharashtra and Himachal
Pradesh.
Also the format of CAT
exam has changd. Here are
the changes: Exam duration
increased to 170 minutes.
Quantitative analysis, data
interpretation, logical rea-soning
& verbal ability ques-tion
have increased to 50;
Candidates have the flexibili-ty
to switch over from one
section to another.
Exam will be held just on
two dates — November 16
and 22 only. Online registra-tion
is now a must.
Registration is open from
August 6 to 30 September.
Number of test sites stand at
354. Students will have a
choice of three cities for tak-ing
the test.
BI&]&>LM:&H("H5A-(&7/*(0)#*($&J"+4*5"/%&=2*&^.I
9,.#"#,.#,)#'.$@')#1#;&$*9+,
The Madhu Bala
Institute of Communication
& Electronic Media
(MBICEM), affiliated to
Guru Gobind Singh
Indraprastha University cel-ebrated
the 68th
Independence Day in the
campus with patriotic fervor
and gaiety amid a series of
programmes.
Students participated in
the function with enthusi-asm
and enthralled the audi-ence.
Addressing the func-tion,
the director of
MBICEM, Prof Madhu Bala
Julka, observed two minutes
silence to pay tributes to
freedom fighters and mar-tyrs,
who laid their lives to
attain the Independence.
)$!#'!*A.@')+/"#*9*9+,
The Underwriters
Laboratories (UL), a global
safety science company in
association with National
Council of Science Museums
announced the National
Safety Science Quiz for
school children in five major
cities in India. The quiz is
aimed at instilling awareness
on the need for safety
amongst school children.
The quiz invites partici-pation
from — Delhi,
Mumbai, Kolkata, Chennai
and Bangalore on topics like
electrical, fire, food and road
safety that are relevant in our
day to day lives. Each partic-ipating
school is eligible to
send up to three teams of
two students from Class VIII
to Class XII. Three winning
teams from each of the five
centers will then participate
in further rounds of the quiz
to be held in last week of
October.
=)#*((,&H&N43#):
Registration for the test
will be done online. The
hard copy of the entry form
in the prescribed format,
duly signed by the Head of
the institution of the partici-pating
schools including
photographs of the partici-pant
should be sent to
Visvesvaraya Industrial &
Technological Museum,
Kasturba Road, Bangalore
560001on or before August
25, 2014.
SABMiller India has
launched a national business
case study competition Brew-a-
Career at India’s leading
business schools. It is an
opportunity for the right
innovative and creative
minds that enjoy the chal-lenge
of succeeding in a
demanding market.
The competition will
invite the winning teams
from the various campuses
for the national level compe-tition,
where they will pre-sent
to a jury. The final win-ners
will get a two months
pre placement internship
offer at SABMiller India,
prize money worth !1 lakh
and an opportunity to expe-rience
the business across
different functions. The first
runners up will receive prize
money worth !25,000 along
with appreciation certificates
and company goodies.
Speaking at the launch,
Alok Ranjan, director
Human Resources,
SABMiller India said: “We
aim to become an employer
of choice for the Talent pool
in India. As a step towards
that, we are delighted to have
launched this competition
across India to kindle their
thought process and partner
!9b',#L'99/! with them in our journey.”
,$*9+,$1'!$0#*@'!)9#,)#'EA9c
She stressed the need to
strengthen the nation
through the good deeds as
was envisaged by freedom
fighters. The honorary sec-retary
of institute, PK
Bhatnagar and faculty mem-ber,
Vikram Julka empha-sized
to safeguard the
Independence, achieved
after centuries of struggle.
#.A)$*9+,'%#@'*+'"&+-&#!!
./01203456
Applications are invited
for UNIL Masters Grants
available for foreign students
for Autumn semester 2015
and spring semester 2016
intake. The grant may not be
used for any complementary
studies required to enroll on
the Master’s degree and may
not be used for EMBAs or
Masters of Advanced studies.
The amount of the grant is
CHF 1,600 per month from 15
September to 15 July, for a
duration not exceeding the
regulation minimum period of
the programme.
Candidates must choose a
Master’s programme from
among those offered by the
UNIL, except: Master of
Medicine, Master of Arts in
Public Management and
Policy, Master of Arts in
Sciences and Practices of
Education, Master of Law from
the Universities of Zurich and
Lausanne and Master of Law
in Criminal Sciences, judicia-ry
mention at University of
Lausanne.
Scholarship provider:
University of Lausanne,
Switzerland.
Eligibility: The candidate
must be the holder of a degree
from a foreign university; the
qualification held by the can-didate
must be deemed equiv-alent
to the UNIL Bachelor’s
degree.
How to apply: Candidates
complete the
UNIL Master’s Grant
form and submit their
application to the office for
socio-cultural affairs (SASC,
Unicentre, University of
Lausanne, CH-1015 Lausanne,
info.sasc-at-unil.ch). The appli-cation
is examined by the
University Rectorate to deter-mine
whether the candidate is
admissible.
Deadline: Applications
must be submitted before 15
December 2014.
Dutch Ministry of Foreign
Affairs is offering Netherlands
Fellowship Programmes
(NFP) for developing country
applicants. NFP will be award-ed
for master degree pro-grammes,
PhD and short
courses. Students must be a
national of one of the countries
in the NFP country list (India
included) valid at the time of
application.
Selection: The fellowships
are awarded in a very com-petitive
selection to highly
motivated professionals with at
least three years’ work experi-ence
who are in a position to
introduce the newly-acquired
skills and knowledge into their
employing organisation.
How to apply:
Ccandidates need to apply for
an NFP fellowship directly at
the Dutch education institu-tion.
Only they will provide
information about the pro-grammes,
selection criteria,
application procedures and
deadlines.
Deadline: Is November
4, 2014.
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"Why are brand managers increas-ing
their marketing spends on
Below The Line (BTL) technique?
More channels and more news-paper
reaching out to diverse cus-tomer
base, makes it harder for
brand managers to reach a truly mass
audience. Simply stated, above the
line (ATL) marketing that utilises
generic messages to build awareness
is no longer the best way to influence
customer behaviour. BTL marketing
allows the managers to customise
their messaging in a more person-alised
manner to the audience that a
brand is targeting and are highly
measurable, giving marketers valu-able
insights into return on invest-ment
of each campaign. These
insights in turn help in more robust
campaign for next crucial offer point.
"How has BTL changed?
The last five years has been excit-ing.
Technology, Internet, social/digi-tal
media and smart devises have
connected people like never before
on the other hand it has provided the
marketer with actionable insights.
Any BTL (advertising) campaign has
been all about speed-to-market with
the right message at the right time
through the right channel while
maintaining brand consistency and
being non-intrusive.
"How is this impacting the market
and hiring trends?
As this segment is getting consol-idated
and organised, the line
between traditional ATL and BTL
has started blurring; marketers have
started looking for a more robust
marketing mix, one which will inter-act
with consumers in unbelievable
ways at various touch points. On the
hiring front agencies are looking for
freshness of ideas more than the Ivy
league degrees.
"Why is BTL a better return on
marketing investment?
The shift from ATL to BTL
spending is in part the result of
changing consumer attitudes. At the
same time, technology allows mar-keters
to better target consumers.
BTL initiatives are more successful
because they stress targeted and cus-tomer-
centric communications and
creates measurable results and return
on investment metrics, which are
important to marketers under grow-ing
pressure to prove the value of
their campaigns.
"Are there specific sectors which
will benefit from BTL?
An increasing number of brands
have begun to engage masses at one-on-
one conversation and are relying
on BTL medium for effective market-ing.
While all sectors, industries and
verticals stand to benefit from BTL
the current trend of spent on BTL
varies depending on the industry, the
product life cycle and the brand
itself. Sectors like IT, consumer
durables, auto, education, healthcare
services retail, food & beverages and
even mass entertainment like TV
shows and movies are using BTL.
"What is the mportance of an emo-tional
connect with customers?
Sophisticated consumers with
access to information available on
their smart devices, demand relevant
messaging. Brands that interact with
consumers at various touch points
and creates connections in their per-sonal
world tend to gain as they cre-ate
experiences that are personally
unique but relevant to the consumer,
it is memorable for them and invoke
emotion. This emotional connect
changes a target group consumer to
an influencer.
India is a dynamic democracy on the verge of a social
and economic change and that is being reflected in
all its aspects especially the entertainment industry.
Career options and revenue modules are changing.
Young people have various career options to choose
from unlike the generation before them. Not only are
the options different, they are also well paying, satisfying
and challenging. Event management is one of those
fields that encompasses all of the above. It gives one
ample opportunities for unleashing creative potential. It
involves visualisation, creativity, meticulous planning
and venue management. This industry has gained
momentum in the last few years due to the change in
marketing and advertising plans. Even the increase in
demand of professional socialising has added to this
field. Most events today are organised by an event man-agement
company, with experts taking care of every lit-tle
detail — right from the colour scheme at the venue
to the food and drinks to the amusements and contests
lined up for guests. It is almost like making a wish and
having it granted by an event manager.
Event management required multiple skills. As per a
recent study, it said that one needs 21 skill sets to be an
event manager. If you have some of the qualities needed,
it might just be the career for you. To start with, a flair
for planning and organizing events effectively and pas-sion
for doing it creatively is a must. Good communica-tion
skills combined with marketing and business acu-men
works wonders. One definitely needs to be a team
player with great leadership skills to keep the team moti-vated
and moving. Apart from risk and crisis manage-ment
abilities, one should be able to withstand high-pressure
situations and deliver results nonetheless. An
understanding and capability of making and delivering
projects within a budget is a must. The event manage-ment
industry is an extremely demanding one and to be
able to multi-task and be proactive will prove to be a
boon for you. Last but not the least, you need to be
client-focused. Extroverts usually have an advantage in
this field due to their outgoing and easy to get along
nature. They like making new friends, have lots of con-tacts
and a huge network of people, which is like gold
currency in professional circles. Extroverts have a natur-al
knack for interpersonal interactions and therefore
make inspiring leaders.
The excitement of being a part of this industry is the
people, the travel and the exposure. One needs to be a
thorough professional to withstand the immense pres-sure
and demands. The following would be expected of
you as an event manager:
!Development, production and delivery of projects
from proposal right up to delivery.
!Delivering events on time, within budget, that meet
(and hopefully exceed) expectations.
!Setting, communicating and maintaining timelines
and priorities on every project.
!Communicating, maintaining and developing
client relationships
!Managing supplier relationships
!Managing operational and administrative functions to
ensure that specific projects are delivered efficiently
!Providing leadership, motivation, direction and
support to your team
!Travelling to on site inspections and
project managing events
!Being responsible for all project
budgets from start to finish.
!Ensuring excellent cus-tomer
service and quality
delivery
Event man-agement
can
sound like a
glamorous
career, and in some ways it really is. No two days will be
the same. The events will range from anything as small
as business meetings, to events as huge as concerts or
sporting events. There will also be all of the in between
sized events as well. Exciting things like sporting events,
fashion shows, launches, exhibitions and fairs. Each day
really can bring something new to the table and you will
find yourself learning on the job all the time.
But being an event planner is an exhausting job. One
has to do a lot of running around, a lot of co-ordination
and planning and work in tandem with large groups of
people. One may be dealing with hundreds of people
while planning a single event on thousands of people on
the day of the event. So be prepared to work long hours.
One must also remember that one is not attending these
elaborate events as a guest.
You are there to work and after weeks or even
months of working hard on this project, the actual event
is the moment you are pulling it all together. So, it is not
unusual for the event planner to not get a chance to
even breathe on the day let alone sit down and enjoys a
three-course meal with the guests. To become an event
manager, one must have an MBA degree or a post grad-uate
diploma in advertising, media & event manage-ment.
A lot of specialised institutes prepare you well for a
career in this field. Even well-known mass communica-tion
schools help you develop your skills for this indus-try.
Some of the institutes where one can study are:
EMDI Institute of Media & Communication, Mumbai,
National Institute Of Event Management, Mumbai.
Then there are some mass communication schools like
XIC (Mumbai), IIMC (Delhi), SIMC (Pune), Mudra
Institute of Communication,
(Ahmedabad).
The courses covered include:
Event activation and event concep-tualisation,
event planning and
road mapping, stage planning
and cost effective production
execution, venue lighting
and sound specifics, plan-ning
and execution event
logistics, etc. Overall,
event management as
a career is an
extremely chal-lenging
and
demanding but
equally exciting
option. So if you
have an appetite
for challenges and
would love to work
in a dynamic, fast-paced
environment
where no two pro-jects
are the same, a
career in this sector
is for you.
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