tbr_february_16-28_2013-lr

28

PEPSINow or Never‘Youthful irreverence’ gets a new platform.

12

AXIS BANKProgressive ThoughtMarch together to success, is the message.

34

INTERVIEWRajan AnandanGoogle India’s MD on mobiles, SMEs and digital.

36

OBITUARYFabian Gonsalves 22

CNBC-TV 18Dream Big 32

IRS Q3 2012Progress Report 43

VIA.COMVying for Attention 47

With the launch of three channels in quick succession, the children’s genre is suddenly bursting with excitement.

`100February 16-28, 2013 Volume 1, Issue 19

EDITORIAL

5afaqs! Reporter, February 16-28, 2 0 1 3

Volume 1, Issue 19This fortnight...

28

PEPSINow or Never‘Youthful irreverence’ gets a new platform.

12

AXIS BANKProgressive ThoughtMarch together to success, is the message.

34

INTERVIEWRajan AnandanGoogle India’s MD on mobiles, SMEs and digital.

36

OBITUARYFabian Gonsalves 22

CNBC-TV 18Dream Big 32

IRS Q3 2012Progress Report 43

VIA.COMVying for Attention 47

With the launch of three channels in quick succession, the children’s genre is suddenly bursting with excitement.

`100February 16-28, 2013 Volume 1, Issue 19

EDITOR Sreekant Khandekar

PUBLISHER Prasanna Singh

SENIOR LAYOUT ARTISTVinay Dominic

PRODUCTION EXECUTIVEAndrias Kisku

ADVERTISING ENQUIRIESRahul Puri, (0120) 4077833, 4077866

Noida

Arunima Bhattacharya, (022) 40429702-5 Mumbai

[email protected]

MARKETING OFFICEB-3, First Floor, Sector-4, Noida-201301.

Tel: (0120) 4077800.

MUMBAI501-502, Makani Center, 5th Floor,

Off Linking Road, Bandra (W), Mumbai - 400050

Tel: +91-22-40429 709 - 712

BENGALURUS-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar,

Bengaluru - 560038, India

SUBSCRIPTION ENQUIRIESAkhilesh Singh, (0120) 4077837

[email protected]

Owned by Banyan Netfaqs Pvt Ltd and Printed and published by

Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar,

New Delhi-110 063.

Printed at Cirrus Graphics Private LimitedB-62/14, Naraina Industrial Area,

Phase II, New Delhi – 110028.

Cover Illustration Tiffin Box

INTERVIEWHarris and BaruaRana Barua and Colvyn Harris on Contract’s future.

POVMovie SequelsDo sequels of successful films indicate a state of creative bankruptcy?

39ADVERTISINGDon’t Miss the LogoWhy are so many TVCs overflowing with logos?

The brand invites customers to write the script this time.

40

AFAQS! EVENTOwning Brands

P L U S

KIT KAT Baby Break 22

LIFEBUOY Food for Thought 25

GENOMUSIC PROJECT Musical Experiment 34

COCA-COLA Happiness on the Go 38

TTN-THEONEALLIANCE It is a Deal 38

HOMESHOP18 Photo Op 44

16 18

HYUNDAI I10Play Your Script

Sreekant [email protected]

14CONTENTS

DON’T MISS THE LOGO

How does a brand owner go about building brands?

There are two ways of looking at the explosion of interest in the children’s genre on television:

Reaction One: Is there place for so many channels?

Reaction Two: How come this didn’t happen earlier?

It seems to me that considering the several hundred million children in India, the number of channels trying to tempt them will only grow. Digitisation has made a number of special interest genres viable in business terms and the children’s slot is among the most interesting.

The share of the children’s genre inched up in 2012 and as the content offering keep widening, we can expect that trend to continue for at least the next couple of years. This might tempt brands that are aimed at grown-ups to advertise on children’s channels more often (though, of course, some channels permit only brands targeted at children). Within the wider genre, each channel has a special way of looking at kids and segmentation is already developing pretty sharply.

The entry of new players will lead inevitably to the demand for more programming. This brings us to the question of which of the two types will do well: animation or live action. Broadly speaking, animation appeals to younger children’s desire to disappear into another world while live action works better with older children.

When children’s channels first appeared on Indian television sets, the programming was entirely foreign animation. Over time, some live action has appeared but animation dominates. It took a long time for Indian animated characters to make their entry but now that they have, they are gaining ground. Several investors have placed their bets on creating Indian superhero characters, for example. However, animation is a notoriously slow and expensive business to build so all this will take time.

Many things are still unclear but what one can still say with uncertainty is that Indian children are going to get spoilt for choice.

Powered By:

The 4th Dainik Bhaskar India Pride Awards were recently held on January 28,

2013 at Hotel Oberoi, New Delhi. M. Veerappa Moily, Minister of Petroleum and Natural Gas, who was the Chief Guest for the awards ceremony, presented the awards to all the winners. The other promi-nent personalities, who attended the occasion, were Jyoti Narain, execu-tive director, Wital See Marketing, Kunwer Sachdev, MD and CEO, Su-Kam Power Systems, Ramesh Chandra Agarwal, chairman, Dainik Bhaskar Group and Girish Agarwal, director, Dainik Bhaskar Group.A total of 28 awards were distributed, hon-ouring the winners in various categories including the Central and State PSUs, Social Change Agent, Impact Creator-Civil Servant, Best Creative for PSUs, followed by the Life Time Achievement Award. The winners can be seen on www.dbindiaprideawards.com.

Dainik Bhaskar India Pride Awards are held every year since 2009, to acknowledge and honour the con-tributions of PSUs, both Central and State-based, in their respective sectors. The awards, one of its kind, are validated by a thorough jury process, supported by recommenda-tions from the rating agency ICRA.

The event, which started with the participation of only Central PSUs in 2009, spread its scope to honour the work of state-owned PSUs, in its following year.

In the third year, a new dimen-sion was added in the form of

two new categories namely, Social Change Agent and Impact Creator-Civil Servant.

The objective was to recognize individuals from the society who have contributed through distin-guished, courageous work, resilience and determination, for the better-ment of the society, across various fields. Now, in its latest edition, another innovation was added in the form of a new category - Best Creative for PSUs.

Jaideep Dhagat, senior general manager and national head, Govt. Business, Dainik Bhaskar Group,

said “Dainik Bhaskar Group is known for innovations and with every installment of India Pride Awards, a new innovation has been every year.”

He further added that, the Dainik

Bhaskar Group believes in diversi-fication and aims to cover the entire nation through its flagship property, India Pride Awards, acknowledging institutions and individuals for their distinguished services, from all sec-tors and regions.

Ramesh Chandra Agarwal, chair-man, Dainik Bhaskar Group lauded the efforts of PSUs, for their con-tribution to the Indian economy, adding that both the Central and State PSUs are doing a tremen-dous job. Dainik Bhaskar Group was launched in 1958.

‘‘You can’t do marketing from the corner office. Our country changes every 50 kilometres. It is essential to witness the change and share your consumer’s experiences. The open road is a better classroom.’’MAYANK PAREEK, MANAGING EXECUTIVE DIRECTOR, MARUTI, SPEAKING TO ET ABOUT THE LESSONS ON MARKETING.

DAINIK BHASKAR

Starbucks> US-based Starbucks Coffee Company and its Indian partner, Tata Coffee, recently inaugurated a roast-ing and packaging plant in Karnataka, that will cater to the domestic, as well as select overseas markets. The plant is located at Kushalnagar in Coorg. This facility is spread across 8,258 sq ft and has an installed production capac-ity of 375 MT. The plant has three major sections - green coffee storage and handling, roasting and packing and dispatch. Tata Starbucks has opened its 7th outlet in the country at Connaught Place in New Delhi.

TLC> TLC, the lifestyle channel, has partnered with Taste of Mumbai, to celebrate great taste with finest cuisines, world class wines, live demos, food, drink and more. Taste of Mumbai is part of the Taste Festival, held across the globe and will be held between February 22-24, at Marine Drive. TLC has launched an exciting contest based on world cuisine for its viewers, to promote the festival.

Hungama Digital> Hungama Digital Media Entertainment has got into a JV with Gameshastra, to launch a gaming company. This alliance brings to the table, Hungama’s strengths in digital entertainment, mobile and online gaming and Gameshastra’s expertise in game development, to deliver localized games, across platforms. Under the JV, Gameshastra will bring their exclusive IP across various genres like Bollywood, celebrities, sports and lifestyle, in console gaming and for the iOS and Android platforms.

SUSH

IL K

UMAR

Sponsored by

Firefox> Firefox has expanded its range of bicycles in India, by introducing the Tern brand of portable bicycles. Three Tern foldable cycles, namely, the Link C7, Joe

C21 and the Joe D24 have been launched at Rs 28,670, Rs 30,770 and Rs 38,640, respectively. The user can fold the pedals, undo the quick release on the seat position and swing the front wheel 180 degrees. Tern sells its folding cycles in countries such as the US, China, Finland and UK.

Nokia Lumia> To promote Lumia 920, Nokia has launched a massive campaign where volunteers, dressed as members of the Lumia army, felicitated the retailers. These soldiers marched in to the stores and asked the retailers to become the commanders of the Lumia army and lead Lumia 920 in the market. The retailer was further adorned like an army commander with an army hat, medals and a sash.

Vespa> The two wheeler brand, Vespa, from the stables of Piaggio Vehicles has erected an innovative installation at the Mumbai’s Kala Ghoda Arts Festival 2013. It showcases the birth of Vespa in an artistic form and draws inspiration from its origin – the wasp. It brings out the similarity in form, that the Vespa shares with the wasp, by an amalgamation of unique attributes such as downward sloping engine ~ curved abdomen of the wasp, steering rod ~ antennae and front mudguard ~ head of the wasp.

QUOTE OF THE FORTNIGHT

Hungama’s strength in digital entertainment meets Gameshastra’s expertise in localized games.

MARK

ETIN

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6 afaqs! Reporter, February 16-28, 2 0 1 3

A total of 28 awards were distributed,

honoring winners in various

categories.

Zee TV has ended its more than a decade long content partnership with the Asian

Television Network (ATN) in Canada.

Zee’s agreement with ATN ends on January, 31. Until now, the Canadian broadcasting company, ATN distributed eight hours of Zee content on its network. Last year, Zee removed its movie channel, Zee Cinema, from this partnership; the channel is now available 24x7 in the region.

Zee has now come together with Ethnic Channels Group (ECG), a Canada-based television b r o a d c a s t i n g , distribution and c o m m u n i c a t i o n s company, to launch the 24x7 channel, Zee Canada. Though the prime time programming on the channel will be the same as that of Zee US, the other slots will have Punjabi and English content to suit the demographics of Canada.

With this, the network will now offer six channels in all, available round the clock in Canada through ECG, including ETC Punjabi, Zing, Zee Salaam, Zee Tamizh, Zee Cinema and Zee TV Canada from Feb 1.

Zee TV Canada will depend on both subscription and advertising for revenue.

Suresh Bala, CEO, Zee America, says, “The impact and

growing importance of the South Asian diaspora in Canada cannot be overstated. With the launch of Zee TV Canada, we are now in a position to address this significant opportunity.”

In an official communiqué, Slava Levin, co-founder and CEO of Ethnic Channels Group says that the availability of Zee’s programming repertoire will be an

opportunity for the audience.

“As the largest distributor of international TV in Canada, the launch of Zee TV is a great addition to our group,” says Hari Srinivas, president, Ethnic Channels Group.

Interestingly, Zee was the first Indian network to tie up with ATN in 2001. Meanwhile, ATN has also recently announced the launch of its high-definition feed.

In July 1998, Zee TV expanded its presence in the international space by establishing itself in American households, reaching more than two million viewers.

For the record, ECG currently owns and operates 46 television

channels. It also distributes various foreign services, acting as the official distributor on the broadcasters’ behalf.

Meanwhile, after the removal of Zee TV from the bouquet, ATN distributes about 35 television channels in nine languages.

Hathway/ Bhaskar Multinet> Bhaskar Multinet is now a fully-owned subsidiary of Hathway Cable and Datacom, after the Dainik Bhaskar Group recently sold its 49 per cent stake in the company, to Hathway. Hathway had owned a controlling stake in the company, which operates in parts of

Madhya Pradesh, Chhattisgarh and Rajasthan, since 2008. The operations of the company will remain the same.

‘‘There are many authors who want to come to the market but don’t have the opportunity with traditional publishing houses. We get a lot of manuscripts every month. So we know there’s a huge writing community here.’’ANDREW PHILLIPS, CEO AND PRESIDENT OF PENGUIN GROUP (INDIA) EXPLAINING THE LAUNCH OF PARTRIDGE SELF-PUBLISHING IN INDIA IN MINT.


Sponsored by

ESS/Hero Hockey India League>ESPN STAR Sports, the official broadcaster of Hero Hockey India League, has announced a comprehensive line-up of global syndication partners that are showcasing the tournament in more than 83 territories worldwide. The inaugural edition of the league is being broadcast on STAR Sports and STAR Cricket, in Hindi and English respectively. Fox Sports from Australia, Sky Sports from New Zealand and Ten Sports in Pakistan, SE Asia and MENA region are showcasing live coverage of HHIL.

English GEC Genre> Most channels in the English GEC genre have grown significantly, during the transition from analog to digital, in the metros. The genre has seen a growth of close to 0.04 percentage points, with a current genre share of 0.29 per cent (C&S 25+, All India 1mn+). However, pre-DAS (Digitable Addressable System), the average genre share was 0.25 per cent (Week 33-43), which increased to 0.28 per cent, post-DAS.

ZEE TV/ATN

Sambad>Odisha-based Eastern Media, publishers of Sambad newspaper, will organise a media and entertainment conclave, to promote the industry in the eastern region of the country. Titled Media and Entertainment - National Conclave 2013, the one day conclave will take place on February 22 at Mayfair Convention, Bhubaneswar. Some of the topics of discussion will include - ‘Expansion of FM Radio in Small Cities’’, ‘How Does Print Media Tackle Low Readership among Current Generation’, ‘Media for the Next Decade is Social Media’, and ‘Today, brands are created to be sold’.

National Duniya > Hindi daily, National Duniya has merged some of its supplements with the main issue, while others have been slimmed down. The newspaper’s Sunday magazine, which was a 48-page pullout, will no longer be in a magazine form, but will be a 4-page broadsheet, along with the main issue. Its other supplements, Young March and Bachchon ki Duniya, will be merged and published every Thursday in a tabloid form. Indradhanush and Humsafar supplements have been merged with the 16-page main issue.

Delhi Press> Delhi Press is all set to launch a science and technology magazine. Titled Periscope, it will be circulated free of cost, along with The Caravan. The company claims that the title will have an initial print run of 45,000 copies and will have 80 plus pages. The bi-annual magazine will follow a narrative style of writing, similar to that of The Caravan. Its target audience comprises the elite class, including trend setters, decision makers and opinion leaders. It will feature science and technology stories from around the world.

The New Delhi based Hindi daily undergoes a change in packaging.

MEDI

A

8 afaqs! Reporter, February 16-28, 2 0 1 3

The channel will have the

same prime time content as that of Zee US, while the other slots

will have Punjabi and English

programming to suit the

demographics of Canada.

SALUTING THE ZEAL OF BRINGING ABOUT A CHANGE.

They bare the truth, expose inefficiency and highlight the social

ills to bring about a positive change. The Citizen Journalist

Awards is an initiative to honor these ‘Change Agents’ whose

efforts are paving the way for a robust India.

CNN-IBN:Sat @ 9.30 PM

IBN7:Sun @ 5.30 PM

Watch the Winners’ Specials (16th Feb - 3rd Mar, 2013)

An IBN Network initiativePresented by: Outdoor Partners:

IBNCJ.com

IBN-Lokmat:Sun @ 6.30 PM

> Kerala based Black Swan India, has won the creative duties of Media One, the upcoming Malayalam GEC, that is operated by Madhyamam Broadcasting. The agency won the account after a multi-agency pitch and will now be responsible for devising a 360 degree campaign, predominantly comprising print, outdoor and activations, covering Kerala as well as other markets. Media One TV is headquartered at Kozhikode, Kerala with news bureaus in New Delhi, Dubai, Riyadh, Thiruvananthapuram, Kochi and Malappuram.

> Nissan has appointed TBWA as its global marketing agency, for brand Datsun, that is slated to return to the markets in 2014. The mandate was awarded after a multi-agency pitch. TBWA will

handle all the communications for Datsun, that will initially be launched in the markets of Russia, Indonesia and India. It will develop Datsun’s communications strategy, its global launch and local market activations. TBWA offices of Mumbai, Moscow and Jakarta will handle the campaigns, in their home countries.

> Swedish defence and security solutions provider, Saab Technologies, has appointed Crayons Advertising as its creative agency, in India. The multi-agency pitch began in June, 2012. Crayons will handle all communication for Saab, except television; it will handle print, online advertising and events. According to Saab, the agency was chosen because of its extensive experience, appreciation of defence processes and safety and security concepts, in the creative ambit. Saab was set up in 1937 and the first Saab aircraft took to air in 1940.

‘‘Something fundamental has happened in advertising in the last six years, which is more than a trend; it’s a sea of change. Strategically accurate ads, but with a tendency to be boring, are finding it harder to deliver commercially.’’DONALD GUNN, FOUNDER, THE GUNN REPORT, ON THE CHANGES IN COMMUNICATION, IN BRAND EQUITY.

Sponsored by

The Consumer Complaints Council (CCC) of the Advertising Standards

Council of India (ASCI), has upheld complaints against 11 out of 19 advertisements, in November, 2012, for spreading misleading information through ads. The advertisements pertain to different domains, such as health care, personal care and con-sumer durables.

According to the ASCI, the upheld ads were for brands such as Diwan Chand Imaging & Research Centre, Maruti Herbal, Emami, Amra Remedies, Silvermaple Healthcare, CADD Centre Training, Luminous Water Technologies, Bajaj Electricals, Havells India and Dainik Bhaskar Group.

The advertise-ment of Signal Cavity Fighter toothpaste was not directed to con-sumers in India, and hence, the complaint against this advertise-ment was outside the purview of ASCI.

Emami got into trou-ble for asking in its ads, to take Himani Sona Chandi Chyawanprash every day, for a strong body and razor sharp mind, claiming that ‘Gold removes toxins to boost immunity power’, ‘Silver activates neurons to enhance memory and concentration’, ‘51 rare herbs protect from weather changes, pollution and general illness’. CCC ruled that the advertiser should provide support-ing technical submission, details of tests/trials conducted, with compara-tive data, in substantiation of these claims.

Luminous’ TVC stated that Livpure Water Purifier gives “Duniya

Ka Sabse Shudh Pani”. Kent Water Purifier’s last campaign was based on the key proposition that Kent pro-vides “Duniya Ka Sabse Shudh Pani”. This has been consistently carried out in all its communication mate-rial, since 2011. According to CCC, Luminous was blatantly copying the same proposition, in a gross viola-tion of Kent Water Purifier’s brand property.

Bajaj Water Heater’s advertise-ment claimed it as India’s No. 1 water heater. It claimed that the heat-ers come with powerful heating coil that helps heat water 50 per cent fast-

er than any other water heater. These claims were not substanti-ated with scientific evidence, comparative analysis data, and safety data, along with appro-priate support data.

Dainik Bhaskar’s ad compared the Patrika unfavourably on the basis of net paid cir-culation, in the city of Bhopal. However, the basis for the claim was not shown in the adver-tisement. The ad was, therefore, withheld by the CCC.

During the month of November, the CCC also received complaints against seven other advertisements, including Emami’s ‘Himani Fast Relief’, Ranbaxy Laboratories’ ‘Revital Capsules’, Cure Spect’s ‘Eye Care’, L’Oreal India’s ‘Inoa Hair colour’, Parle’s ‘Parle Londonderry’, Micromax’s ‘Ninja 3.5 and Ninja 4’, and Dabur India’s ‘Dabur Chyawanprakash Sugar Free’. However, as these advertisements did not contravene ASCI’s codes or guidelines, the com-plaints were not upheld.

ASCI


1 0 afaqs! Reporter, February 16-28, 2 0 1 3

ADVE

RTIS

ING

Adfest 2013> Five Indians from the advertising fraternity have been invited to be part of the jury of AdFest 2013, to be held during March 17-19, at

Pattaya, in Thailand. These include Bobby Pawar, CEO and managing partner, JWT India; Santosh Padhi, chief creative officer and co-founder, Taproot India; Manesh Swamy, associate creative director, Hungama Digital Media; Hozefa Alibhai, managing director, Gobsmack; and Rahul Mathew, executive creative director, McCann.

Gunn Report> McCann WorldGroup executive chairman and CEO Prasoon Joshi, also a member of the Global Creative Council, has become the first Indian to don the role of editor for The Gunn Report. The annual report is a global index of creative excellence in advertising and compiles successful print, TV and digital ad campaigns of the year, by going through important award contests across the globe, to set up

worldwide league tables for the advertising industry.

Whirlpool Corporation> American home appliances giant, Whirlpool, is currently scouting for a creative agency. The process is underway in Delhi. Currently, the creative mandate is split between Draftfcb Ulka and Contract Advertising. Lodestar Universal has been Whirlpool’s long standing media agency. A few years ago, Ignitee Digital Solutions was appointed to work on Whirlpool’s branding across online media, mobile, social media and e-commerce platforms.

>> ACCOUNT MOVEMENT

The upheld advertisements

pertain to different

domains such as health care, personal care and consumer

durables.

Patience was crowned as the mother of virtues, till it was overtaken by the era of instant gratification. Reflecting this very

sentiment, Pepsi has launched a new campaign that celebrates impatience, a characteristic feature of today’s youth.

Titled ‘Oh Yes Abhi!’, the campaign encourages youngsters to seize the moment at hand. The 90-second TVC brings actors Ranbir Kapoor and Priyanka Chopra and cricketer M S Dhoni together, for the very first time. The film captures them in their respective moments of impatience, while the new anthem plays in the background. The brand’s ATL efforts will be supported by radio, digital, on-ground and outdoor initiatives.

Deepika Warrier, vice-president, marketing, beverages, PepsiCo India, explains that with ‘Oh Yes Abhi!’ the brand wanted to convey the message- ‘Live for the present as tomorrow is too late’.

While the insight is meant to reflect the spirit of today’s youth, the ad almost condones -- if not advocates - impatience. While avoiding procrastination and vowing to ‘do it now’ is a positive suggestion, could glorifying impatience

send the wrong message to today’s adolescents?Surjo Dutt, executive creative director, JWT

India (the creative agency that has crafted this campaign) defends, “Pepsi is not a guru; it’s a mirror that reflects what the youth are feeling already. Impatience is already a virtue for them.”

EDGY IDEA?

The attempted larger-than-life creative execution is being appreciated. According to

Dheeraj Sinha, chief strategy officer, Grey, South and Southeast Asia, the ad is well-shot and utilises the three celebrities in a casual and seamless manner. “There is certainly a trademark Pepsi energy to the idea and the spot,” he says.

Experts are, however, quick to notice that the insight is not entirely new. Sinha critiques, “Impatience is a universal youth trait, irrespective of generation or culture. That gives the ad a ‘seen before’ feel.” The ad particularly reminds Sinha of Airtel’s campaign for its broadband service, which said ‘Impatience is the new life’.

JWT’s Dutt fields, “Well, contexts change but some youth realities never do. The whole

impatience theme was so blindingly true, that we just had to go for it. I feel no shame in picking up a youth emotion that has been picked up by other brands before.”

FROM ‘JUST DO IT’ TO ‘DO IT

NOW’

Years back, Nike said ‘Just Do

It’. Today, Pepsi encourages youngsters to ‘Do It Now’. Does this insight work for the cola giant? For Ashish Khazanchi, NCD and vice-chairperson, Publicis Ambience, the ad is like a frothy, impulsive, bubbly rendition of the ‘Just Do It’ concept. “It’s a bit like going back to the good ol’ days of energetic, frothy goodness,” he observes.

As a lay consumer, Khazanchi loves the ad, but the creative professional in him finds a loophole or two. “While this ad has got its moments, it’s an ‘all execution, all moods, all faces’ kind of approach,” says Khazanchi, pointing out that the characters are not doing anything ‘elevating’ or ‘redeeming’ as human interest ads with deeper storylines typically do.

[email protected]

Now or NeverPEPSI

Pepsi demonstrates its ‘youthful irreverence’ through a new campaign that urges youngsters to seize the moment. By Ashwini Gangal

Dutt: seizing the moment

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Rana Barua, Contract’s recently appointed COO, promises to press down hard on the

accelerator and inject some speed into the operations at the agency. Though Barua, unlike Contract’s previous head Umesh Shrikhande, will report to Colvyn Harris, chief executive officer, JWT South Asia, the two agencies will continue to operate independently, assures Harris. In a quick chat at the agency, afaqs! Reporter spoke to the duo about this and more. Excerpts:

Colvyn, what made Rana the right choice as Umesh Shrikhande’s replacement?Harris: The JWT group of companies has assets like Hungama Digital Services, Encompass and Design Sutra, that should be brought to bear on clients. We were looking at dimensional skills and dimensional capability differences. Rana, who brings an outside perspective, will put the client at the centre and see how the skills and capabilities within the JWT group can be applied. Had we recruited somebody from the agency space, we’d be back to a cookie-cutter approach. There’d be no real solution because we’d just end up doing more of the same.

Also, while agency people understand consumers, Rana brings the dimension of knowing different consumer markets well. We wanted new skills, new capabilities, deep understanding of different markets and a new drive. He was fit for this role.

Contract, the most successful second agency, has historically dissociated itself from JWT, to develop its own identity. Competing with JWT at the pitch level gave it teeth. With Rana now reporting to you, will the proverbial chasm between the two agencies shrink?Harris: Everyone at Contract is his own independent master and decision maker. And, JWT and Contract will continue to compete. The independence between the two will be maintained completely; that will never change.

And it’s really about the client who is looking

to buy the best solution in the market and the JWT standpoint is different from Contract’s. It’s not about us. It’s not that we can just transfer knowledge; it doesn’t work like that. The destiny of Contract is in the hands of its people.

Since Contract and JWT are both part of the WPP Group, there are certain similar ways of approaching businesses and certain ways of behaving. These basic conducts and guidelines have been imbibed by all of us, but for the rest of the part, you’re on your own and if you can make it bigger than some other agency, then perfect.

Rana, your move from Law and Kenneth after just six months of joining, is deemed premature by many... Do you think you made the right decision?Barua: I don’t see it as a premature move at all. You need to weigh your opportunities and consider the credentials. Had it been any other organisation, I’d have thought about it in a more intense and practical way, but I found this opportunity big and my mandate, large. It wasn’t a hard decision to make.

You spent half a dozen years in radio, first with Radio City and then with Red FM. How will that help in your new role?Barua: The biggest similarity between the agency business and radio is that both are about understanding people. Any media brand, is always about talking to people and understanding them. When you’re with a media brand, you visit many markets and work with the local people. That’s one learning I bring in.

Also, in media, you are the medium and apart from that particular medium you don’t look at other media. It’s about day-on-day engagement with your listener (for radio) or your viewer (for television). This will come in handy now. When clients juxtapose a lot of solutions, I’ll be able to streamline their thinking and explain how each medium works differently. Since I’ve worked outside the industry for several years, I’ll be able to bring in some insights into how clients approach the business.

What changes will you bring to the agency?Barua: While its DNA will remain the same, Contract will have more speed, agility and drive. I promise you speed because that’s the world I come from. In radio, you never wait for the next morning; you can go on air in the next five minutes. Everything happens overnight. Over the last six years, I have been asking, “Why are we waiting?” So that’s probably one thing I’ll have to become patient about.Harris (to Barua): Stay impatient.

[email protected]

Impatience is the Keyto Success

In the light of Rana Barua’s appointment as the new COO of Contract Advertising, afaqs! Reporter spoke to him and Colvyn Harris, South Asia CEO of JWT, which also owns Contract. By Ashwini Gangal

“Contract will have more speed, agility and drive. I promise you speed because that’s the

world I come from.”

INTERVIEW

Barua (L) and Harris

FOTO

CORP

Traditionally, brand logos have made a quick, yet assertive, appearance at the end of a film,

in what experts describe as an ‘act of authorship’. Of late, however, more and more brands have started inserting their logos all through their ad films. Why?

Recent examples include KFC, Renault, IFFCO-TOKIO, iBall, Wella Kolestint, Lux and Olay, to name a few. Others like Parle G have been inserting not just the logo but also the pack/product shot all through the ad films. Websites like Jabong.com and Olx.in have begun inserting their respective website URLs all through their TVCs.

These brand logos typically appear in a corner of the frame. Some ads include not one but two logos because the ad is a promotion of a combination offer on the part of two brands. Take, for instance, the Samsung commercial for its Galaxy

Y Duos Lite smartphone. The ad had the Samsung logo hanging at the top left corner and the Reliance logo seated at the bottom left corner of the screen. The offer being promoted was the ‘Blue Dot smart deal’ through which users could avail 6 GB of free data on the phone with Reliance 3G.

At first glance, this exercise comes across as an attempt on the part of brands to maximise those few seconds of TV time, every time the ad appears. And, the dual branding seems like an almost justifiable fight for territory.

BASIC BENEFITS

The presence of the logo or pack shot through the film, serves several purposes. For one, it

benefits viewers who tune in mid-ad. On a related note, the presence of the logo may also help if the ad film is an unusually long one, as it helps preserve consumer attention; almost like placating the consumer to have patience, stick on and see the ad through, despite its length.

A second purpose is to establish an association between the brand being advertised and the parent company. For example, the film for prickly heat

powder Jinjola, carries the logo of its better known parent company, Vini Cosmetics. The lesser known brand piggybacks on the parent with minimal effort. “This umbrella branding structure is merely a corporate exercise to make the brand bouquet of a company, resonate with the parent brand,” explains ad film director and head, Asylum Films, Razneesh Ghai (Razy). This is probably why the HUL logo appears at the end of an ad for TRESemmé, a shampoo brand that one might otherwise not associate with HUL.

Image management is another objective. For a brand that is trying hard to change the way consumers perceive it, the logo in the corner can help reiterate its efforts. Take Micromax. The handset brand recently invested in an image makeover that is reflected in its current spate of

communication. The ads have shed their desi feel and sport a glossy, premium hard-to-miss global look.

To ease consumers into the change, Micromax shot two versions of its film for its recently launched smartphone Canvas - one with the Micromax logo present at the bottom left corner and one without. “We ran the one with the logo for two months, till the TG (target group) became comfortable with this new avatar of Micromax,” explains Shubhodip Pal, chief marketing officer, Micromax.

Lastly, a perpetual battle in the ad film production space has been centred on how much airtime ought to be allotted to the main ad vis-à-vis the product window, pack shots and the logo. Clients favour pack shots, while agency folk struggle to defend their scripts. There’s no denying that airing the logo through the film may spell ceasefire on this front.

HIGHER ORDER BENEFITS

While at some level, the trend is symptomatic of marketers’

desperation to maximise on-screen time and grab as many eyeballs as possible, this trend also marks a milestone in the evolution and use of brand logos.

As Harish Bijoor, CEO, Harish Bijoor Consults puts it, this marks the coming out of the logo from the corporate closet. “Logos are ‘recognition objects’ that cut across every language and format barrier. Their ‘trust mark orientation’ is finally coming out,” he explains.

According to Mayank Shah, group product manager, Parle Products, the omnipresence of the logo in an ad film ensures that consumers - notorious for their ever-shrinking attention spans - don’t miss out on registering the name of the brand concerned. “Consumers decipher communication at two levels - emotional, where they relate to the story, and rational, where they connect with the brand name. Most consumers recall the story but forget the brand,” he explains.

The continued presence of the logo acts like a bridge and helps the consumer connect the story, to the name of the brand.

Don’t Miss the LogoADVERTISING


What explains the logo at the screen corner? By Ashwini Gangal

L-R: Ghai, Pal, Bijoor, Shah, Dingra and Dhyani

The presence of the logo helps consumers connect the story with the brand.

>>

FOTO

CROP

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CROP

South Korean car maker Hyundai Motors India has launched a campiagn that uses a contest to connect with customers. The multimedia

campaign, which promotes its i10 model, is titled ‘writeuri10story’ and cleverly uses its brand ambassador, actor Shahrukh Khan, to grab eyeballs.

Conceptualised by Innocean Worldwide India, the television commercial (TVC) shows a behind-the-scene setting, where Khan is getting ready for an i10 ad shoot. When the actor asks for the script and his dialogues, the nervous director suggests that he talk about the features of the i10 model offhand. A visibly irritated Khan then addresses the camera directly and invites the audience to send in their i10 ad script. And, he promises that the best script will not only be converted to the brand’s next TVC, but its writer will also get the opportunity to act in it, along with him.

Besides television, a website has been created around the campaign, which features Khan urging people to participate in the contest. The campaign has been extended to print in major English, Hindi and regional dailies, outdoor and is also visible in dealership and sales touch points.

Participants can send in their scripts in a wide array of formats - video, audio, upload text in the website, by post or over the phone (by giving a missed call on the given number, after which Hyundai will call back).

The campaign is aimed at men in the age group of 25-44 years in SEC A, B and C.

The contest, open for a month,

welcomes script ideas not only from i10 owners, but also potential buyers. The winner will be picked by the brand’s agency, after evaluating the scripts. In addition to this, 20 people will be chosen as weekly lucky winners, and receive MP3 players.

Nalin Kapoor, group head, marketing, Hyundai Motors India, says, that the campaign focuses on Hyundai i10, since it’s the most popular model of the brand in its entire range.

“The customers have shown trust in i10 over the years. So we have created a campaign to amplify, communicate and appreciate that trust. The campaign is targeted to build stronger association of the i10 brand, with its target group,” he says.

Vivek Srivastava, joint managing director, Innocean Worldwide India, reveals that Hyundai wanted the agency to energise the target audience and engage them meaningfully with the Hyundai i10. “The campaign also

Play Your ScriptHYUNDAI I10

DIGITAL BENEFITS

In today’s digital era where advertisers are keen to maximise

brand visibility online, the logo in their films is akin to generating earned media on this platform. Also, nowadays, the likelihood of a screenshot of the ad being captured and shared online is high. If the logo is present in every frame, it’ll surely appear in every screenshot taken.

Moreover, at the digital level, consumer patience is deemed to be at its lowest (more often than not,

people skip online ads). But what if one sees the logo in the corner and the brand being advertised is of interest? “You may just let the film play out. And, even if one doesn’t watch the entire ad, at least he’s caught the logo for a few seconds; that still counts,” reasons Rajiv Dingra, founder and CEO, WATConsult.

THE DOWNSIDE

One obvious downside is visual clutter. First, there’s the channel

logo, then the brand logo, and if it’s a news channel there’s probably a ticker moving across the screen.

Secondly, an ad has to engage viewers and make them forget that it is an interruption. Putting the logo

throughout is like rubbing in the fact that it is a commercial message. “People will look at it as an ad and not as content copy,” cautions Dingra.

Moreover, the logo may act as a spoiler and ruin a good script that would otherwise have grabbed viewers’ attention early on, piqued their curiosity along the way and had them guessing the brand towards the end. It’s a bit like revealing the final punch before starting to tell a good joke. “If you have a really good script, you’ve given it away right at the beginning by revealing the brand logo,” sighs Razy, recalling Intel’s commercials that often run a quick two to five-second logo window, right at the beginning of its ads.

“That’s a spoiler too, but I prefer it to having the logo present all through,” he opines.

Vipin Dhyani, founder and chief creative director, Thoughtshop Advertising & Film Productions, reasons, “If the commercial is imagery-led, it’s alright if the logo runs through the film. But if the commercial is story- or joke-led, the logo may ruin the punch.”

Stamping one’s logo continuously to remind people that, “this is my ad!”, is testament to the level of creative cloning that currently plagues the communication market. It remains to be seen how long this trend continues.

[email protected]

<<

Don’t miss...

In its latest campaign, the brand invites customers to write an ad script and get an opportunity to act with Shah Rukh Khan. By Rashmi Menon


Kapoor (top) and Srivastava

needed to communicate its credo of ‘modern-premium’. So, we developed the campaign with the insight that consumers today welcome brands that invite their active involvement, more so, when the gratification is an acting stint with Khan,” he says.

According to Hyundai, 9,000 units of the i10 model are sold every month.

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No.YET AGAINHindustan Times is Delhi’s number one

newspaper 11 times in a row

21.99 lakh daily readership (AIR) in Delhi-NCR

Readership in NCR 25% more than the nearest competitor

2.15 lakh more SEC A readers than the nearest competitor in Delhi-NCR alone

14.88 lakh readers who choose Hindustan Times daily as their only

English newspaper in Delhi-NCR

(SOURCE: IRS Q3-2012; AIR, DELHI, DELHI-NCR)


At a time when youth-targeted brands sell speed and instant gratification,

Nestle’s Kit Kat has consistently asked youngsters to slow down and enjoy a break. In its latest TVC, under the ‘Have a break, Have a Kit Kat’ campaign, the brand finds music in babies’ cooing and babbling. Two earlier creatives for the campaign featured animated squirrels and birds dancing to popular Bollywood tunes.

The latest TVC opens with a teacher leading a bunch of students in lab coats. One of the students takes a break and comes across a day centre that has infants playing with toys. As he opens a Kit Kat, one of the babies suddenly breaks into a musical gurgle, with others joining in and breaking into a jig. Astonished by the performance, the youngster tries to call his friends, but is too enthralled. Finally, when he finishes the Kit Kat pack, the performance also comes to a halt. A voiceover then says ‘Kabhi Kabhi break lo. Kit Kat Khao. Jane agla pal kya le aye.’

Conceptualised by JWT India, the campaign was launched online before it made an appearance on TV. The agency wanted people to discover and create a buzz about the video, before putting it on the wider medium and it certainly seems to have done the trick. According to the agency, the video received a

million hits on Facebook and YouTube, within 72 hours.

Speaking about the insight behind the TVC, Bobby Pawar, chief creative officer, JWT India says that while the brand has used Bollywood songs in the past, the idea was

to create something new and different this time. In a brainstorming session, the idea of babies doing an impromptu pop concert emerged. “Babies are cute and liked universally. So, we decided to do a spin on this with a dance. While youth are into concerts, we thought of making babies do that. It was a marriage of opposites,” he states.

Making babies listen to adult instruction could not have been easy, what with

their short attention spans. Concurring, Pawar reveals that to gather sufficient footage for the TVC, they had to shoot for two whole days. “We had to keep shooting them, as they would get distracted. But every now and then, they did something magical,” he recalls.

The TVC was directed by Shyam Madiraju of Gobsmack. The sound track was recorded by Mikey McCleary, chosen for being experimental, and the animated dance moves by the babies were created by Belgrade-based Crater Film Studios.

PERFECTLY TUNED?

Nima Namchu, ECD, Cheil Worldwide believes that because singing, dancing and

talking babies have already been done before, any new film with the same ingredients needs to be fresh and entertaining, which he found lacking in this commercial. Jaideep Mahajan, ECD, Pickle Lintas feels that while funny baby videos are a huge hit on social media, this TVC lacks finesse. “The babies look unreal,” he says.

He adds that the brand needs a fresh rendition, as taking a break doesn’t translate to dancing only. In fact, the brand has some great renditions on the same idea internationally, like the Kit Kat cranes, he points out.

[email protected]

Pawar: taking a new break

Baby Break KIT KAT

Nestle Kit Kat’s new TVC reinforces the brand’s ongoing campaign of taking a break, through a baby pop concert, which was launched first on the online medium. By Rashmi Menon

Fabian Gonsalves, 50, partner, R K Swamy BBDO (Mumbai), is no more. He passed away on January 25, after a sudden illness. He is

survived by his wife and two children. A client servicing professional, Gonsalves joined

R K Swamy BBDO in 1991 and went on to spend over two decades at the agency. His professional ‘sweet spot’, as his colleagues put it, was banks and financial institutions; he handled accounts such as SBI, Union Bank, SIDBI, SEBI, NABARD, Dena Bank, RBI and IndusInd.

Speaking fondly of Gonsalves, Shekar Swamy, group chief executive officer, R K Swamy Hansa, said in a note that was circulated within the agency, “Never one to whine, he handled many complex and detailed projects for these (aforementioned) clients. He did the work with extreme calm, a ready smile and a funny quip at all times. We will miss a good friend, ever willing to help at any time, and a true ‘R K Swamy-ite’. Fabian was R K Swamy and R K Swamy was Fabian. I will miss him.”

Gonsalves started out at R K Swamy BBDO, with FinHans, the group’s arm that handled public issues, where he spearheaded many IPOs.

Fondly recalling how good Gonsalves was at main-taining client relationships, Sangeetha Narasimhan, president (West) and ECD, R K Swamy BBDO, says, “Fabian was very soft spoken. He had a British gentlemanly way about him. I don’t know anyone who ever got angry or upset with him.”

Clients remember Gonsalves for his profes-sionalism, innovative thinking and helpful nature. Balakrishnan Mahadevan, COO, National Payments Corporation of India (NPCI) says, “Fabian was a fine, focused professional, always willing to listen. He was very open, always willing to experiment. He had in abundance the very qualities that are fast dis-appearing in today’s management boards.”

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Fabian GonsalvesOBITUARY

An advertising veteran of 25 years, Gonsalves spent the past two decades at R K Swamy BBDO, as a client servicing professional. News Bureau

FOTO

CORP

IDEATelecom giant Idea Cellular has initiated a bus and water tanker branding activity, in more than 80 towns of Karnataka. With this campaign, it aims to target the rural areas of the state.

Agency: Platinum OutdoorsCity: Karnataka

New campaigns across television, print, out-of-home and digital media.

Got some great campaign that has been published recently? Upload it on afaqs! for the world to see.Visit: www.afaqs.com/advertising/creative_showcase

MTSTelecom brand MTS has placed a huge dongle in Pune city to attract eyeballs from the denizens of the city. The dongle has been placed in a high traffic zone to gain maximum attention from people passing by.

Agency: KineticCity: Pune

TITAN INDUSTRIES LTD Titan launched a Watchaholic Game on digital to promote the sale season of its Helios brand. The creative housed a game where, the user was asked to catch as many falling watches possible, with a virtual glass, thus highlighting the essence of the sale.Agency: In-house

OOH DIGITAL

MCDONALD’S The current ad promotes the spicy, masala feature of its McSpicy burgers. The fast food chain has been, in recent times, focusing on its low price angle.

Agency: Leo Burnett ECD: Kapil SawantProduction House: Chrome PicturesDirector: Hemant Bhandari

ICICI LOMBARD The TVC is filmed in a college hostel and effectively captures the company’s focus on abiding by its promise of settling insurance claims in the shortest possible time. The visual story line is supported by the audio ‘‘Vaade wahi mayne rakhte hain jo nibhaye jaaye’’.

Creative Agency: Cartwheel CreativeCreative Head: Ramki (Ramakrishna)Production House: Lensflare filmsDirector: Vijay Maurya

AIRCEL To promote its new tariff plan, ‘One Nation, One Rate’, Aircel released an ad titled ‘National Permit’. The plan offers one rate for Voice calls, SMS and data, in home circle as well as while roaming on Aircel network.

Creative Agency: McCann Erickson, India

BENNETT COLEMAN & CO. The Times of India launched quarter-page ads to shame people who objectify women, calling them ‘second-class human beings’. Titled ‘Respect a Woman’, the creative showcases some popular Bollywood terms that are used as adjectives to denote a woman.

Creative Agency: In-house

CADBURYBournvita Lil’ Champs, the nutritional Chocolaty drink for 2-5 year olds, launched its latest TVC featuring Kajol and extended this to print. The campaign captures how, in today’s times, mothers have to keep up with their child’s curious minds and find innovative ways and means to satisfy their questioning nature.

Creative Agency: Ogilvy India

TELEVISION

SKODA RAPIDThe new ad campaign captures interesting imagery with strong messaging. These moments are ordinary to every individual who has experienced it at some point of their life. This is how SKODA Rapid creates an emotional connect with its owner.

Creative Agency: BBH IndiaCreative Director: Puneet KapoorDirector (of the film): Pushpendra MishraProduction House: Flying Saucer

PRINT


LIFEBUOY

The Purna Kumbh gets lakhs of visitors and is a tempting opportunity for brand

promotions. Lifebuoy, the soap brand from Hindustan Unilever, has tied up with local eateries here, to give out chapatis that are marked with the message, ‘Did you wash your hands with Lifebuoy?’

The campaign, designed by OgilvyAction India, delivers the message through the medium of chapatis, using a heating stamp to mark the words onto the chapati

and serve it with the orders placed for food.

The brand has tied up with more than 100 local dhabas and restaurants. For every order, the first chapati served carries the branded message and makes an instant connection. It has also placed the soap in the wash rooms of all these eateries.

After several months of research, Ogilvy developed its own heating stamp, that puts the impression on the chapati, after it is completely baked. To ensure that the chapati is completely edible, there is no ink involved; the message is marked with a slight heating of the stamp.

About 100 promoters have been placed in the kitchens of these eateries who stamp the message on to the chapatis. The brand plans to send out 2.5 million fresh chapatis with the message. The cost of stamping a chapati works out to much lesser than a rupee.

Vipul Salvi, national creative director, OgilvyAction, says, “Chapati forms the staple food, so it was an ideal medium for us to reach people through it. Also, we had to make people aware of the importance of washing their hands before beginning to eat.”

Sudhir Sitapati, general manager, skin cleansing, Hindustan Unilever, says, “The brief to OgilvyAction was to leverage the scale of Kumbh Mela and drive awareness regarding the cause of hand washing, in a clutter-breaking and relevant manner.”

He adds that the key objective was to spread awareness about the importance of hand washing with

soap, especially before having food, since this is a simple but effective action to help prevent transmission of germs and diseases.

The campaign began on January, 31 and will be on for a month.

Samir Gupte, president, OgilvyAction, says, “We are catering to all kinds of audiences in the Kumbh, be it the ones who come and go, or those who stay there for the entire period of the Kumbh.”

To complete the loop after the message is served, the brand has placed several posters and hoardings across Allahabad.

FMCG brand Hindustan Unilever has a heritage of over 75 years in India. It has more than 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers.

OgilvyAction, the brand activation network of Ogilvy & Mather, delivers services including experiential marketing, shopper marketing, trade marketing and promotional services.

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Food For Thought

Stories featured on this page highlight innovative marketing techniques using various

media vehicles like print, digital and out-of-home.

Lifebuoy came up with an innovative campaign at the Kumbh Mela, where it distributed chapatis with a message. Devesh Gupta

Salvi and Gupte: using an edible medium

Of all the advantages that digitisation promised to bring, a level playing field was probably the most attractive one.

For children’s channels, both in the fray and those waiting to join in, this was one big opportunity - there are over 330 million kids (ages 4-14) in India, increasing at the rate of 8 million per year - to be tapped. Thus were born channels with focussed targets (Nick Jr and Disney Jr for preschool kids, Sonic and Disney XD for boys between ages 4 and 14 or Zee Q with its academics-related shows, targeted at the 10-16-year-olds).

Though the ad revenue for children’s channels is not proportionate to viewership, the genre is breathing fresh air. Viewership share went up from 6.23 per cent, in 2011 to 7.03 per cent, in 2012, despite the shutting down of an important player like CBeebies (from BBC).

Apart from making it a level playing field (in an analogue environment, the distribution capacity was restricted and segmented with a prime band, a hyper band and an S band, where the operator decided the placement of a channel), digitisation will help balance advertising and subscription revenues. Ad rates for kids’ channels are low and there isn’t substantial contribution from subscriptions either. That will change. Thirdly, since markets will be segregated and viewership ratings will define market boundaries more clearly, the channels will know where to go and why.

The national kids’ TV market has expanded from an eight-channel bouquet to a 11-channel one. Four new entrants, Zee Q, Disney Jr, Nick Jr and Discovery Kids jumped into the fray in quick succession, while CBeebies dropped out.

REWIND

After the launch of Cartoon Network from Turner International (with international

content) in 1995, it took four years for the next player, Nick, to enter the game. Once these two gained substantial momentum, five more channels saw the light of day in 2005, namely Hungama (UTV’s property, then), Pogo (Turner’s second venture), Disney Channel and Disney XD (then Toon Disney) and Animax (Sony Entertainment - now an English GEC).

There were channels coming up in the regional markets while regional feeds were being launched by the oldies.

Initially, the content and the production was imported, since the industry was battling with issues like sustenance and revenues. Today, local content is pulling its weight too.

SHAKTIMAAN OR SUPERMAN?

Ten years ago, it was all about Tom and Jerry or Charlie Chaplin. Today, the Indian kid

wants to associate with the characters that she is watching. The industry believes that for content to be engaging and appealing, it has to be relevant and the relevance only grows if the character looks familiar, talks in a language they are speaking and is in an environment that the child can relate to.

Children’s content can be broken up into two broad categories - animation and live action. Animated content makes it more global and is more popular with children. Explains Krishna Desai, director, content, South Asia, Turner International India, “While kids love Chhota Bheem and Ben 10 equally (both speak Hindi, of course), Chhota Bheem looks Indian and Ben 10 doesn’t. But that’s the USP of animation, it can cross borders.”

TIFF

IN B

OX

Three children’s channels were launched in quick succession in just two months last year. More are in the offing. What gives? By Raushni Bhagia


WATCH OUT!(Viewership profile for children’s channels, % share)

BY AGE BY SEC BY GENDER

Source: TAM Media Research; Market: Cable & Satellite Homes, All India; Period: Wk 39 to 43, 2012

Male 4+ yrsSEC A4-14 yrs15-24 yrs

25-34 yrs35+ yrs SEC B

SEC CSEC D/E Female 4+ yrs

2 9afaqs! Reporter, February 16-28, 2 0 1 3

Having said that, and realising the necessity of Indian content, nobody would want to replace international content completely. Some like Oggy and the Cockroaches, Loony Toons, Power Rangers, Pokemon and Doraemon have been bread earners for channels for years.

The rat race has forced channels to spend crazy amounts for animation content, despite it being about three times more expensive than live action. Suresh Shah, vice president, investment, Percept Media, says, “Such is the power of animation and kids, that even a strong GEC like Colors started Suraj - The Rising Star, which is an animated cricket based show, in the Sunday morning slot. A similar kind of gully cricket-focused show, Howzzatt on Discovery Kids, is also pulling audiences.”

Some observers feel that more than Indianising content, storytelling is the important part. Though popular live action shows like Best Of Luck Nikki (Disney), Sunaina (Pogo), or Hero (Hungama TV) are making their mark, Rajeev Bakshi, vice president, marketing, Discovery Kids feels that language and availability of various regionalised feeds is needed. Global live action shows like Power Rangers (Nick), Pair of Kings (Disney XD) and Are You Afraid of the Dark (Sonic), seem to be way ahead in the popularity stakes.

It is estimated that live action’s contribution to the mix of children’s content, will not be more than 15 per cent at present. Nina Elavia Jaipuria, executive vice president, and business head, kids cluster, Viacom 18 (the parent company of Nick) explains the psyche of the kids vis-a-vis animation. “Kids, today, are going through a lot of stress, from parental and peer pressure to homework and even hobby classes for that matter. Animation takes a kid to another world of fantasy and imagination, which is relaxing and recreational. They don’t mind watching it again and again.”

The repeat value of animation is higher than that of live action content. Animation costs for local productions depend largely on the complexity of animation and the special effects involved.

Channels mostly co-produce these shows with

the studios (thus sharing the telecast rights too). On an average, for a single episode of the show, the channel has to shell out about `10-15 lakh.

Another hassle with animation is that a pipeline has to be built and growing this library takes long. The number of episodes that can be produced in a year depends on the studio and its capacity. Some can deliver 26 episodes a year, while others up to 50 episodes.

On an average, a channel telecasts one original animated show a day and repeats it over various time bands. For the record, it needs 2-3 years for a channel to build a stable library for any new animated local production.

REALITY IS NOT A REALITY FOR KIDS

While most of the GECs enjoy spikes in viewership because they have had kids in

reality shows, it is not so in the children’s arena. One reason is that, enough of it is available on other genres. Plus, producing a sleek reality show with glitzy sets, that can attract audiences, comes at a huge cost and is something children’s channels cannot dream of spending on. Moreover, they cannot charge advertisers too much to cover costs. For example, a GEC airing a reality show can charge 10-15 times more than a kids channel.

The audience too matters. Children don’t care much about watching other children compete on

Launch Date May, 1995 April, 1999 January, 2004 December, 2004 2004, (sold to Disney in 2006)

December, 2011 2009 July, 2012 November, 2012 December, 2012 December, 2012

Target Group 4-14, boys and girls

4-14, boys and girls

4-14, boys and girls

4 -14, including families

4-14, with families

4-14, boys 6-14, boys 4-14, boys and girls

4-14, girls and boys

Preschoolers (2-6) and young mothers

2-7 and their guardians

Positioning It's a Fun Thing! The Best Place for Cartoons!

Fun Unlimited The best kids destination for imaginative fun!

Kids-led family exclusive channel

Entertainment as the child sees it

Thrill. Guts. Grill Highlighting the kid’s quest.

Ignite kids’ imagination

India's first edutainment channel

The Smart Place to Play

Stimulating imagination

Genre Funny Comedy and humour

Comedy, action, adventure, movies, DIY shows, game shows, awards

Family Comedy and humour

Action and adventure

Action, adven-ture and sports

Adventure, mythology, nature, history and science

Edutainment Pre-school edutainment

Learning focused entertainment

Geography DAS Phase 1, All 38 Phase 2 cities, Phase 3 cities and tier 4 markets

HSM+ South+ LC1

DAS Phase 1, All 38 Phase 2 cities, Phase 3 cities and tier 4 markets

DAS Phase 1 (Delhi, Mumbai, Kolkata), All 38 Phase 2 cities, Phase 3 cities


Phase-1 Metros, Phase 2 and 38 Cities


DAS Phase 1 (Delhi, Mumbai, Kolkata), Most cities of Phase 2

HSM, Digitisation Phase-1 metros and 38 Cities of phase 2

Phase-1 Metros, Phase 2 and 38 Cities

DAS Phase 1 (Delhi, Mumbai, Kolkata) and some cities in DAS Phase 2

Language English, Hindi, Tamil and Telugu

English, Hindi, Tamil and Telugu




English, Hindi, Marathi and Bengali


Hindi, English and Tamil

Hinglish (Hindi + English)

English, Hindi English, Hindi

Average GRPs (2012)

92.9 94.4 135.0 117.4 83.2 22.1 52.1 NA NA NA NA

THE PLAYGROUND(A bird’s eye view of the children’s channels in the fray)

‘‘Get in more regionalised feeds’’‘‘Engage kids but involve families’’

‘‘Syllabus-oriented entertainment’’‘‘Animation takes away stress’’

DAS: Digital Addressability System


The TV18 Group has joined hands with The Walt Disney Company to form a joint

venture that will distribute television channels from both the networks across analogue and digital platforms.

The joint venture will be held between IndiaCast, TV18 and Viacom 18’s multi-platform distribution company and UGBL, a Disney UTV group company, wherein IndiaCast will hold a 74 per cent stake. The JV will become operational after necessary regulatory approvals and will provide 35 channels from the TV18, Viacom18, Disney UTV, A+E Networks | TV18 and Eenadu channels to cable, DTH and HITS platforms in India.

Anuj Gandhi, currently CEO, IndiaCast, will be the chief executive officer of the new entity.

Gandhi says, “This partnership will build a strong distribution company, that will offer a broader and more diversified range to platforms, giving us a foothold across genres

- including general entertainment, general and business news, movies, youth and kids genres. We have had a great first year for IndiaCast and this JV will give our domestic distribution business scale and wider reach.”

“There are some clear and unique synergies in this partnership. The new bouquet is a more comprehensive offering, from the viewer’s perspective, that gives the combined entity an edge in the marketplace,” says M K Anand, managing director, Media Networks, Disney UTV.

IndiaCast will move its domestic distribution business into this new venture, while continuing to manage its other content monetisation businesses, which include the international distribution, ad sales and content sales business, as well as new media distribution for TV 18, Viacom 18, A+E Networks | TV18 and Eenadu channels.

Disney UTV will also move its domestic distribution activities, for its bouquet of all nine channels, to the new entity.

[email protected]

INDIACAST/DISNEY UTV

A New AllianceThe new company will provide a bouquet of 35 channels owned by the partners. News Bureau

Gandhi (L) and Anand: shaking hands

screen. In GECs, many adults like watching reality shows with children in them. However, non-fiction is accepted. MAD, an art show on Pogo, Disney Q, a quiz show on Disney and Nick Amazing Kids Awards on Nick, are popular.

A recent addition to the content mix on children’s channels - apart from live action and animation - is locally produced movies. Films are a big draw and many channels are producing their own films. Earlier, channels would source movies from Bollywood or Hollywood.

WHO IS MY TARGET?

The media planners, buyers and owners interviewed, agree that digitisation has given a

good opportunity to the players - big or small, niche or non-niche. Age bands are getting more specific for children’s channels. While TAM divides the genre into 4-9 and 10-14 year olds, channels are segregating it further into 2-6, 7-9 and 10+ with specific content being scheduled through the day, accordingly. Though there are two dedicated pre-school focussed channels, almost all channels have their own pre-school programming blocks in place. Cartoon Network created the first ever pre-school block called Tiny TV in 2002. Apart from all this, there can be gender or SEC-based segregation too. And spillovers.

Though channels are targeting the 4-14 segment, viewership from the parents and older siblings (15+) is increasing. Says Devika Prabhu, director, programming, Disney India, “Disney caters to adults too. Disney Q, for instance, has been tweaked to involve families. The basic motto is to engage the kids but involve the families.” The latter now, contributes to about 40 per cent of the total viewing that happens on the genre, especially because in single-TV households, it is difficult – though not impossible - to fight off children, when it is their time to watch.

BUY, BUY

It must be noted that the kids’ market is worth close to `20,000

crore (buying capacity) which includes the FMCG brands mainly, toys and stationery, amongst few other products. Advertisers are also aware of the fact that the kids (read 8+ year olds) are influencers even for the bigger buys in the families. According to Bikram Duggal, director, marketing, Disney, business through merchandising and other on-ground activities is experiencing double-digit growth.

Though the genre that garners close to 7 per cent of total viewership gets only 3 per cent (`300 crore - of which nearly 30 per cent comes from non-kids brands) of the ad revenue pie, revenues grew by 10-15 per cent annually, till 2011. Last year, that figure went up to 20 per cent.

It is not just money. Channels have policies while selling slots. While Turner doesn’t allow colas, Discovery Kids does not entertain any non-kids brands. Brands too have their own policies. Many international brands choose not to advertise on shows which garner over 50 per cent viewership on the particular channel. This policy is extended to their Indian counterparts in some cases. So outdoor and BTL become attractive options.

Edutainment has a large scope in the market,

though strategising this kind of content is a little tricky. While the parents don’t want kids to watch this content during their study time (since it is not related to academics), kids don’t want any preachy stuff during recreation time. But channels are not ignoring it.

Zee Q, for example, is working with the CBSE and ICSE boards to create content that is academically oriented and entertaining. Aparna Bhosle, programming head, Zee Q says, that besides the regular animation, which the older children in the 10-14-year-old category will

enjoy, the main focus of the channel is to produce content locally. “We have four locally produced shows, keeping the national syllabus in mind,” she adds. So how easy is it to stay in this market?

GOING AHEAD...

For advertisers, the growth has been encouraging. Everyone understands that the young ones are

big influencers. Monica Tata, former general manager, Entertainment Networks, South Asia, Turner International India, mentions that the year ahead (2013) is a volatile one. “Apart from digitisation, the expected availability of an all new currency – BARC - will be a big change.” BARC, which many reckon will take off in six months, will offer an option other than TAM.

Despite the action that is unfolding, it will become challenging to stay in the space from the sustainability point of view, despite the low cost of entry, helped by digitisation. The impact of lowered carriage fees will bear fruit only after a year or so. For players who are set to ride out the weather, it promises to be exciting.

[email protected]

Cadbury

ITC

Reckitt Benckiser

HUL

Perfetti Van Melle

Kelloggs

Nestle

GlaxoSmithKline

Britannia

Colgate

POPULAR(Top 10 advertisers)

The genre that garners close to 7 per cent of total viewership gets only 3 per cent of the ad revenue pie.

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Business news channel CNBC-TV18 has launched a cross-platform campaign, ‘Hello Dreamers’, which addresses an individual’s

aspirations to grow. Unveiled in Mumbai, Delhi, Bengaluru, Kolkata and Ahmedabad, the campaign aims to engage with the new crop of corporate leaders, businessmen and investors.

Conceptualised by Contract Advertising, the TVC opens with a steady tempo of a narrative. The voice admits to total control over a character, whose

image is blurred. The demanding, addictive voice pushes the protagonist through many hurdles, not allowing him to succumb to temptation of giving up. Towards the end, the voice identifies itself, “I am your dream.” The protagonist is then revealed as a self-assured, successful young man. The super says, ‘Every big dream is a challenge. Rise to it with

knowledge. CNBC-TV18. Hello Dreamers.’“We have tried to depict the restlessness a

person feels as his dream becomes bigger. The dream becomes annoying and consuming. The dream, therefore, speaks in first person,” says, Ravi Deshpande, chairman and CCO, Contract Advertising. He adds that the campaign wants to be an inspiration to anyone with a business dream.

The Hello Dreamers campaign reinforces the channel’s role in making a difference in viewers’ lives, not only for its existing audience, but also for the newer generation coming into the fold.

According to Anil Uniyal, CEO, CNBC-TV18, the campaign thought stems from TV18’s philosophy of having dared to dream big. It is an invitation to see a world in which, positive, proactive thinking can make dreams come true. Apart from the TVC, the two-week campaign will also be spread across radio, social media, trade media and outdoor.

[email protected]

Dare to Dream BigCNBC-TV18

The business news channel’s brand campaign, Hello Dreamers, features people hungry to achieve their dreams. News Bureau

Deshpande (L) and Uniyal: making dreams come

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No man is an island. Reiterating this famous quote, Axis Bank, has gone a step further to bring out that one man’s

progress, sets off a ripple effect that extends the success to several other lives. Its latest TVC is based on the philosophy- ‘Zindagi ke highway pe koi akele nahin badhta’.

The TVC, conceptualised and designed by Lowe Lintas, gives a glimpse into the lives of several people, who grow simultaneously in life, and are oblivious of how their personal growth influences the progress of the other. For instance,

a woman who gets a job in a garment company, due to increase in orders, applies for a home loan. Her mother, who is furnishing the house, buys a carpet, which, in turn, helps the carpet seller to pay his son’s school fees. In its earlier campaign, the focus was on personal progress.

Manisha Lath Gupta, CMO, Axis Bank explains that in the earlier campaign, the brand was repositioned from being a ‘problem solutions provider’ to a ‘partner in progress’. “We had a successful run with our last campaign. However,

one of the feedback we received was that our campaign featured only one customer and his journey. As a bank, we have a large customer base with different profiles and varied socio-economic backgrounds. So, the new campaign was based on the insight that when one person prospers, others progress too,” she says.

Arun Iyer, NCD, Lowe Lintas says that the task this year was to continue building the sentiment on a larger canvas. “What better than changing the frame of reference from what it means for one

individual, to what it means in the context of the entire community we live in? No one consciously seeks to improve others’ lives around him. Yet, when you progress, others benefit too. Hence, no one really progresses alone,” Iyer states.

To create awareness about its products, Axis Bank plans to launch a website, ‘progress together’, which allows people to acknowledge those, who have helped them progress, and view acknowledgements they have received, thereby, building a progress network. The bank will also carry out outdoor engagements in 23 cities - mostly metros, Tier 1 and Tier 2 cities, along with print ads. The bank’s digital mandate is handled by Digitas, while its media duties are looked after by Starcom MediaVest Group.

PROGRESSIVE VIEW

Manish Bhatt, founder-director, Scarecrow Communications says that the ad is nicely

written and has good visual elements. “It’s a good attempt at thread-in-a-montage style, though it may take the viewers a couple of viewings to understand the thread. The overall communication approach of Axis Bank is not radical and the strategy is more literal than lateral,” he says.

While the brand’s thought of ‘progress on’ is not new, the rendition of the first film is refreshing, opines Hari Ganesh Desikan, planning director, Saatchi & Saatchi. “The campaign has more possibilities to explore. While Axis Bank probably enjoys high levels of awareness, the task for it would be to build preference. I am not sure if this execution will build preference for the brand,” he critiques.

[email protected]

Progressive ThoughtAXIS BANK

“We have a large customer base with different

profiles and varied socio-economic backgrounds.”

MANISHA L GUPTA

“No one con-sciously seeks to improve others’ lives. Yet, when

you progress, oth-ers benefit too.”

ARUN IYER

Mumbai-based electronic music production group Bay Beat Collective (BBC),

has announced that it will produce a music album, out of the genes of its fans. Conceptualised in partnership with JWT, the global advertising agency, Bay Beat Collective has launched ‘The Genomusic Project’ in India. This will be an experimental music album, featuring eight tracks, made out of the fans’ DNA samples.

JWT, along with its digital partners, Runtime Solutions, has devised a Facebook application through which

users need to identify themselves to a track that best defines him/her as a person, along with the name of the artist. Out of all the responses collected, BBC will shortlist eight candidates and will send them DNA collecting kits.

The collected samples will then be sent to labs specialising in genetics, to determine each DNA profile, after which BBC will use a specially designed software, to convert each DNA profile into a MIDI (Musical Instrument Digital Interface) sample, which will be later converted to a

track.According to Kris Coreya, one

of the founders of BBC, each track will have its own distinct sound, since no two people have the same DNA profile. Besides, the first 50 to send in the answers will get a mobile

ringtone created from his/her DNA. Prajato Guha Thakurta,

copywriter, JWT says that BBC felt that to have ‘fans for life’, it was not enough to interact with them only during gigs. “The musicians wanted an idea that would help them engage with fans on a regular basis and at a more intimate level. Thus was born ‘The Genomusic Project’, the world’s first music album created from fans’ DNA,” he adds.

JWT launched the Facebook application on February 1, 2012. Till the time of filing this report, the app had collected around 1,647 views and according to Thakurta, around 50 per cent of them have sent their responses.

Bay Beat Collective was founded by DJs Kris Correya and Sohail Arora in late 2008.

[email protected]

Musical Experiment A music album created out of the genes of fans collected through Facebook. By Satrajit Sen

THE GENOMUSIC PROJECT

In its latest campaign, the bank shows how an individual’s progress in life is interlinked with the growth of others. By Rashmi Menon and Ashwini Gangal


Rajan Anandan took charge of Google India in 2011, and since then, has been instrumental in driving Google India’s focus on mobile and SMEs (Small and Medium Enterprises). However, from a brand’s

perspective, Google India preaches ‘online and mobile first’.Prior to joining Google India, Anandan was the managing director of

Microsoft’s Sales Marketing and Services business, in India. Before this role, he used to be the managing director of Dell India. He has previosly worked for McKinsey & Company in USA, where he was a partner.

On the sidelines of an event organised by Google, we caught up with Anandan, to discuss how digital advertising is evolving in India.

Since you took over the reins of Google India, how has digital grown as a marketing medium?In the last two years, we have definitely seen a surge in the uptake of digital advertising. According to GroupM’s data, in 2012, the size of Indian digital advertising was Rs 2,500 crore and when I started two years back, it was about Rs 1,000 crore. So, the business has grown 2.5 times, which is really exciting.

Specifically at Google, we have seen that performance advertising has become critical for brands across categories, like travel, e-commerce and local. These categories see internet not just as a marketing medium, but as an alternative sales channel.

Then, there is a set of industries like automotive and telecom, where, I feel, digital should be a performance channel. Besides these, there is another

lot, comprising the traditional advertisers. The year 2012 was very interesting, as we started seeing many traditional industries embracing the medium for brand building. And, this is being fuelled by online video.

Has it become more difficult to sell display ad banners since click rates have declined?Display, today, means many different things. We have traditional text-based banner advertisements; rich media-based display and mobile advertisements; online video advertising, ad exchanges and bidding platforms.

Today, convincing a brand to embrace online video is very similar to telling the brand to use TV. It’s a medium that brands understand well and we also use similar parameters that include reach, frequency, yield and so on. And, when rich media is used on mobile, it becomes more engaging. For example, Kerala Tourism runs a rich media campaign on mobile, that has a click through rate of 10 per cent.

In my view, display is getting more engaging and exciting and with the advent of real time exchanges and bidding platforms, the digital display advertising industry will get completely transformed. Brands have begun to realise that both TV and online video ads, play on the components of sound and vision, but on online, the chances of getting the campaign to go viral is high.

For example, Mahindra and Mahindra broke its latest campaign on YouTube, before taking it on traditional media. Besides, Unilever is using YouTube as a medium to run its Keratinology campaign (http://www.youtube.com/sunsilkhairexperts/) where it has created a virtual hair studio. A user can pick and choose products of her choice, from a range of products from the Sunsilk brand.

When one combines interactivity and rich media with an ad format like TrueView in-stream video ads, where the advertiser only pays when the consumer chooses to watch the ad, brands increasingly prefer such media.

How do you see more traditional advertisers embracing digital?Today, if a brand wants to reach Indians in the age group of 18-35 years, in SEC A and B, digital is the only way. Depending on the specific demographic of the audience, the brands need to pick their platform.

In Google India, a combination of search and display network (which reaches 50,000 websites) coupled with YouTube (which now reaches 40 million people) and mobile internet, will be the key advertising revenue driver.

Do we see brand spends increasing on the mobile medium?Mobile as a marketing platform is growing at 200 per cent and more people are getting connected on mobile. We have also got rich media on mobile, which is an interesting proposition for advertisers.

Mobile search is exploding, and as we said in our report that in 2012, 30 per cent of online shopping search queries, came from mobile phones. To add to that, there is in-app advertising and app downloads.

What percentage of overall media spends is digital expected to draw this year?At this moment, I really can’t put a number to it. The overall advertising industry in India grew between high single digits to low double digits last year, while digital grew 50 per cent.

So, if we presume that in the next five years, overall advertising industry grows at 10-12 per cent and digital grows at 40-50 per cent, we all can do the maths. [email protected]

Mobile Search is Exploding The managing director of Google India talks to afaqs! Reporter, about the company’s focus on mobile and SMEs and also the future of digital advertising in India. By Satrajit Sen

RAJAN ANANDAN> MD, GOOGLE INDIA


Coca-Cola, which recently launched its ‘Crazy for Happiness’ TV campaign, has extended the same on mobile TV, with

a new tagline, ‘Khushiyo ka Sangam’. The brand has tied up with DigiVive’s NexGTV, a mobile application that provides access to live TV channels and video on demand, on handsets. The campaign will run during the special broadcast of Kumbh Mela ceremonies on NexGTV.

For the Kumbh broadcast, NexGTV has launched a dedicated channel, with Coke as its main sponsor. For this campaign, besides clickable pre-roll video ads, NexGTV has come up with a preview screen branding for Coca-Cola. Clicking on the pre-roll ad takes the consumer to Coke’s ‘Open Happiness’ website. With this campaign, Coke expects to garner one million views on the platform.

DigiVive’s NexGTV claims to have been downloaded by around eight million users, across mobile platforms, that include Symbian, Android, BlackBerry and iOS. Online video advertising network, Vdopia, monetises all NexGTV videos on mobile and the firm has, so far, partnered with brands like Microsoft, Sandisk, Apollo Tyres, Samsung, Hitachi and many more.

Jaskirat Singh Gill, vice-president, marketing, DigiVive says that Coke wanted to extend the happiness campaign on mobile and align it with Kumbh Sangam. Hence, it was named ‘Khushiyo Ka Sangam’. “The content of Maha Kumbh gelled well with Coke’s happiness message and hence it associated with us for the channel on two levels,

which include the pre-roll video ads and the preview screen branding,” Gill adds.

Preetesh Chouhan, vice-president, APAC, Vdopia, says that especially for consumer packaged goods (CPG) brands, the communication is always based on a message. “In this case also, the message was happiness and it went well with the essence of Kumbh Mela. For Coke, here the pure RoI would be the reach and visibility gained through this medium, as it is very close to TV. Any smart brand would want to engage with audiences, on such platforms,” he adds.

Gill claims that the NexGTV platform is easily available to the masses in Tier II and Tier III cities, along with metropolitan cities and is highly consumed by them. “Coke as a brand would definitely want to cash in on such audiences,” he says.

Chouhan adds that no separate creative is required for mobile streaming, and that once a video of the ad is submitted, DigiVive and Vdopia jointly collaborate to make the video 2G and 3G compatible. They also reduce the weight of the video, to ensure seamless streaming on mobile.

As per Nielsen data for December 2012, NexGTV leads the mobile TV space with nearly 7 out of 10 mobile TV users in India, using the service. According to Gill, NexGTV wants to reach 60 to 70 per cent of the Indian smartphone market and claims to have over 100 live TV channels, ranging from news, entertainment, devotional, music and movies.

[email protected]

Happiness on the GoCOCA-COLA

Times Television Network (TTN) has entered into a strategic partnership with

TheOneAlliance, a distribution company that will exclusively manage the distribution of its four channels - ET Now, Movies Now, Times Now and Zoom in India.

According to the terms of the deal, TheOneAlliance will be responsible for collection of subscription revenue for the channels, for platforms such as cable (analogue and digital), DTH, IPTV and HITS, while marketing and channel penetration strategies

will be independently handled by the Times Television Network. The arrangement is for a minimum tenure of three and a half years and may be extended to 10 years.

Earlier known as SET Discovery, TheOneAlliance is a joint venture between Sony’s Multi Screen Media and Discovery Communications, focused on distributing the channels on to various digital and analogue platforms.

Sunil Lulla, managing director and chief executive officer, Times Television Network, says, “The TTN channels reach over 100 million viewers, in 30 million urban Indian households. As part of TheOneAlliance bouquet, our channels will benefit from penetration in more homes and availability on a wider choice of packages. We expect that the partnership will help us to effect realisation of a fair share of

subscription revenue, while helping us grow ARPUs (average revenue per user) of each of these channels.”

This deal is however restricted to the geographical boundaries of India, even though TheOneAlliance is operational in SAARC countries.

Rajesh Kaul, president, TheOneAlliance mentions that this deal has helped the company to increase its bouquet from 24 to 28 premium channels.

TheOneAlliance hosts other channels such as Sony Enter-tainment Television, Discovery Channel, SET Max and SAB TV. It manages the Pay TV business for channels across genres.

Times Television Network is a part of the Times Group. It brings news, stock market news, Bollywood news and movies through its channels in various genres.

[email protected]

It’s a Deal THE-ONE-ALLIANCE

With a new tagline, ‘Khushiyo ka Sangam’, Coke has tied up with mobile video service NexGTV, to run the campaign during the broadcast of Kumbh Mela ceremonies. By Satrajit Sen

For Coke, the pure RoI would be the reach and visibility

gained through this medium.

Lulla: forging partnerships

TheOneAllliance will exclusively manage the distribution of TTN’s four channels. News Bureau

Do Sequels of Successful Films Mean Creative Bankruptcy?

BUILDING A FRANCHISE MODEL IS SIMILAR TO BUILDING A BRAND, WHERE INVESTMENTS IN THE BRAND CAN BE RECOVERED OVER A LONGER PERIOD OFtime.

The trend is global, and not entirely new, as we have seen with James Bond, Indiana Jones, Spiderman and numer-ous others. Each edition of the franchise has given increased returns, as the brand recall gives it immediate connect.

The flipside is, when we embark on the harmful trend of title sequels having no con-nect of the character, story or even actors. The reckless use of the brand gives it a shorter lifespan and an eventual death.

This happens when sequels are created as an afterthought and not as a planned invest-ment. In an ideal scenario, a sequel needs to stem from the previous editions, with carefully thought-through ele-ments, that can be extended beyond the existing story.

I AM REALLY FLUMMOXED WITH THIS LINE OF REASONING! WHILE THE FRANCHISE ENSURES THE CONTINUITY IN THE AUDIENCE’S MIND, every script of a sequel has a unique story, which could very well have achieved cult status independently.

A franchise essentially retains the genre and iconic characters, with everything else being creatively distinct.

If Superman, Batman, Bond, Spiderman are all the consequence of creative bank-ruptcy, the world wouldn’t be clamouring for more of the same. Every sequel, while riding on its predecessor, has to have great content and that’s all the audience wants. The name could bring people in, but the content will keep them there, for the next one.

In my opinion, a sequel of a great franchise is a far more daunting task to undertake creatively, because it has to live up to expectations.

THERE IS A LOT OF BRAND BUILDING IN MAKING SEQUELS. IF IT IS A GOOD SEQUEL AND AUDIENCES ARE NOT REJECTING IT, WHY SHOULD THE industry not continue with it? Hollywood is doing it and has gained considerable success. You can see Batman, Spiderman and other superhero movies.

Sequels are doing - and have done - good business at the box office, be it Golmaal, Race or any other. Also, who is to decide whether the film is a success or not?

There is an eternal battle between creative and financial on what determines box office suc-cess and it can never end.

In my opinion, we should not shy away from making sequels or remakes. More sequels get more business and it is good for the industry. We should follow it.

Producer-directorViacom 18Yash Raj Films

As more and more sequels and remakes come up in Bollywood, does it indicate a lack of creativity? By Devesh Gupta

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CORP

I DON’T THINK SEQUELS MEAN LACK OF ORIGINAL CONTENT. THE BASIC IDEA OF A SEQUEL IS TO TAKE SOME OF THE CHARACTERS forward and present them in a fresh way.

Since the characters are already established, one doesn’t need to struggle to promote them. Hollywood has been doing it successfully for many years. Rocky, Terminator, Home Alone, Scary Movie, Hot Shots and Die Hard are good examples of how the same characters were presented in a completely fresh manner.

Bollywood can also boast of its own success stories, the most noteworthy of them being Munnabhai MBBS, which was fol-lowed by Lage Raho Munnabhai. Making a sequel makes immense business sense to the production houses. But how many of them end up as successes at the box office, depends entirely on the content.

Leo Burnett



(From left) Sodhi, Patel, Bakeri, Nayak, Khambatta and afaqs!’ Khandekar

Mahesh Murthy presenting an Investors perspective to Branding

Angshu Mallik presenting the journey of Fortune

Darshan Patel in conversation with Chandan Nath Sandeep Engineer (Astral Polytechnik)

On February 8-9 Ahmedabad saw the first edition Brand Owner’s Summit. An

intellectual delight for brand enthusiasts, the event was held at Core-AMA Management House. It was attended by owners of both established as well as upcoming businesses, CEOs, CMOs, marketing and advertising professionals, product managers, branding and planning experts, key stakeholders from the government, investors, entrepreneurs and students.

These veterans included Rasna’s Piruz Khambatta, Darshan Patel of Vini Cosmetics, Symphony’s Achal Bakeri, Amul’s R S Sodhi, Vishal Mehta of InfiBeam, Ganesh Nayak of Zydus Cadila, Anghshu Mallick from Adani Wilmar, Jitendra Chauhan from Jade Blue, Santosh Desai of Future Brands, Astral Polytechnik’s Sandeep Engineer, Seedfund’s Mahesh Murthy, GroupM’s Tushar Vyas and Sanjay Kaul, IAS of Tourism Corporation of Gujarat.

Some of the memorable sessions included those of Patel, who spoke about the success story of his hair care brand Livon, Chauhan, who shared how sheer skill, grit and optimism took a third generation tailor from dreams to reality, and Engineer, who proved that one’s product needn’t be a consumer facing one to make a mark in consumers’ minds.

Another highlight was the panel discussion moderated by afaqs!’s Sreekant Khandekar in which the motivations of owner-CEOs as opposed to those of professional, non-owner CEOs were discussed. The success story behind ‘brand Gujarat’ was another highlight of the event.

On the evening of Day One, a felicitation ceremony was held at the Marriott where brand custodians were honoured and applauded for their respective achievements and contributions. All in all, the event served as a platform to spread the branding mantras, values of ideas and products.

Powered By:


There were many questions

Tushar Vyas(GroupM) and Vishal Mehta (Infibeam) discussing ways of building brands in the digital world

Active participation from the audience

Jitendra Chauhan presenting the story of JadeBlue

Santosh Desai discussing the power of branding

In-depth discussions

The audience

Sanjay Kaul, IAS A tough one for the panel

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The audience

Mukesh Bhandari, the man behind Yo-Bikes

Kulin Lalbhai, Arvind

Rajesh Gandhi, Vadilal

Pradeep Chona, Havmor Chintan Bhalodia, Ajanta

Rasesh Desai, Wagh Bakri

Narendra Somani, TGB Jay Sachdev, Balaji Wafers Sunil Kanojia, Sintex Atul Sanghvi, Cera

Tim Love awarding Pradeep Patel, Ramdev Masala Priyam Patel, NK Proteins

THE FELICITATION CEREMONYPowered By:

According to the latest report of IRS, seven out of 10 English dailies have registered growth

in the last year. Those on the growth spree include names like The Times of India (ToI), DNA, The Hindu, The New Indian Express, The Tribune, Hindustan Times (HT) and Mumbai Mirror. The English newspapers which have registered a decline since Q3, 2011 include The Telegraph, Deccan Chronicle and The Economic Times (ET).

The No 1 English daily of the country, ToI, has 76.5 lakh average issue readership (AIR), this quarter. The daily is also the biggest gainer among the top 10 English dailies since Q3, 2011 - an increase of 1.84 lakh readers during the period. The newspaper gained the maximum in Q4, 2011, when it recorded a growth of 1.49 lakh AIR. In this quarter, the daily has gained 10,000 readers.

HT is at No 2 position with 38 lakh AIR, nearly half that of ToI’s. The daily has gained 53,000 average readers in the last one year and 19,000 in Q3, 2012.

At No 3 is the Chennai-based daily, The Hindu, registering an AIR of 22.6 lakh, in this quarter. It is also the third biggest gainer, among the top 10 English dailies, since Q3, 2011 (with an increase of 89,000 readers) and the biggest gainer since Q2, 2012 (with an increase of 50,000 average

readers).The Telegraph is at No 4, with 12.5 lakh aver-

age issue readership. The newspaper is among the few to have recorded a decline. It has lost 12,000 readers in the last one year and 21,000 readers, this quarter.

Deccan Chronicle is at No 5. The newspaper, too, has lost readers in the last one year - a decline of 43,000 readers. However, the newspaper has added 13,000 AIR, this quarter.

At No 6 is the second biggest gainer, among the

top 10 English dailies, DNA, which has registered a gain of one lakh read-ers. The newspaper has added 32,000 readers, in this quarter alone. As per latest quarter result of IRS, the daily has an AIR of 9.6 lakh.

Bennett, Coleman & Co.’s (BCCL) other offering, Mumbai Mirror, is at the No 7 position, with 8 lakh AIR. The tabloid has grown by 47,000 readers, in the last one year. During the period, the newspaper had lost the maximum in Q1, 2012 - a loss of 26,000 readers.

The No 8 spot is taken up by BCCL’s business daily, ET. According to the latest IRS figures, the newspaper has an AIR of 7.5 lakh. The business newspaper has lost maximum readers, since Q3, 2011 - a loss of 59,000. In the last one year, the daily has continuously been losing readership, except in Q1, 2012,

when it recorded a marginal increase. The New Indian Express is at No 9, with an

AIR of 6.6 lakh. The daily has added more than 70,000 readers, since Q3, 2011, but has lost mar-ginally this time - a loss of 3,000 readers in this quarter.

The Tribune takes up the No 10 spot and has registered a gain of 13,000, this quarter and 54,000 readers in the last one year. As per the latest quar-ter of IRS, the daily has an AIR of 6.5 lakh.

[email protected]

A Quarter of Growth IRS Q3 2012

According to the latest IRS report, most of the top English and Hindi publications have registered growth.By Sumantha Rathore

All the Hindi publications, in the list of top 10 publica-tions, as per the latest Indian

Readership Survey (IRS Q3, 2012), have registered a growth this time, except for Amar Ujala.

Among the top 10 publications, Dainik Jagran continues to be the No 1 publication of the country, with an AIR of 1.65 crore - an increase of 45,000 readers, since Q2, 2012. The Hindi daily is also the second biggest gainer, among the top 10 publica-tions of the country.

The No 2 position is also taken by a Hindi publication, Dainik Bhaskar,

with an AIR of 1.45 crore - 1983 readers less than Dainik Jagran.

The Hindi newspaper has also registered a growth of 43,000 AIR, making it the third biggest gainer

Regional Race

English Dailies: Onward and Upward

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ToI is the biggest gainer this quarter, with

an increase of 1.84 lakh readers, followed by

DNA, which has added one lakh readers.

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TOP 10 PUBLICATIONS

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Q2 2012 Q3 2012


Rajasthan Patrika is the biggest gainer this quarter, while

Malayala Manorama is the biggest loser.

Network18’s e-commerce and home shop-ping brand, HomeShop18, in association with Delhi International Airport (DIAL),

has introduced a virtual shopping wall named ‘Scan N Shop’, at Terminal 3 (domestic side) of New Delhi’s Indira Gandhi International Airport (IGIA).

The passengers get to browse through its entire range of products and order, by scanning the QR code displayed against each item with their smartphones. Consumers can also order by calling the call centre. An estimated 45,000 passengers depart from the T3 terminal of IGIA daily, each with time on their hands before boarding a flight.

About the idea behind this ini-tiative, Sundeep Malhotra, founder and CEO, HomeShop18, says, “The

objective is to leverage our technology and retail experience, to newer avenues of virtual commerce. The virtual shopping wall at T3 will give passen-gers a new and unique shopping experience.T3 is the apt location to launch the wall.”

Notably, this initiative is similar to one initi-ated in South Korea’s subway stations by Tesco HomePlus. Called the Homeplus Subway Virtual Store, the activity brought the store to the con-

sumers. It recreated lifelike images of store aisles, in subway stations. The interactive innovation allowed people to shop from the store by simply taking pictures of the products with their mobile

phones. In 2011, this activity bagged the Cannes Lions Grand Prix in the Media category.

Commenting on whether this is a better option than doing outdoor hoardings for the brand, Malhotra says that an outdoor hoarding is just meant for advertising and display, while the virtual shopping wall works further. “On one hand it will be yet another screen to HomeShop18’s multi-screen format strategy for e-commerce, and on the other, it is a new business avenue of our m-com-merce strategy and has the potential of being a unique revenue generation model for us,” he adds.

Explaining the reason behind part-nering HomeShop18, I Prabhakara Rao, CEO, DIAL, says, “At Delhi’s IGI Airport, our endeavour is to part-ner with the best brands, offer a wide range of products and a great experi-ence to all the travellers.”

The company will extend the innovation in other geographies and locations. “An airport is just one place; this model is easily adaptable to other similar heavy footfall places, having the right audience for this type of shopping model. This is a new initia-tive in India, as well as for us. We are

still at a nascent stage to comment on our plans for other cities,” says Malhotra.

The company hopes to get traffic, and eventual-ly orders, from the shopping wall, from tech-savvy customers.

[email protected]

Photo Op.HOMESHOP18

In an innovative experiment, HomeShop18 is allowing air travellers to use their mobiles to scan and shop at Delhi airport. News Bureau

Malhotra: newer avenues

The company will extend the innovation in other

geographies and locations.

ICICI DIRECT

Stocks Simplified

Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home.

The campaign showcases two animated characters, Gyano and Mobo, who showcase, in an interactive way, how people need to plan their financial goals. News Bureau

ICICI Securities, the integrated securities firm, has launched an animated YouTube campaign,

for its portal ICICIDirect.com, to educate users on how to attain their financial goals. The campaign features two animated characters, Gyano and Mobo, who work out financial solutions for consumers and help them realise their dreams.

Conceptualised and developed by the internal team of ICICIDirect and Oh2two Media, the video showcases Gyano, the magician and Mobo, the money boss. The video asks people to choose a dream wish, after which, Gyano showcases a shortcut to fulfil that dream. Mobo, on the other hand, preaches logical solutions, thus, promoting the ICICIDirect tool, which calculates the exact amount the user needs to invest to fulfil that dream (http://www.youtube.com/user/icicisecuritiesltd).

The video also promotes a Facebook app, which redirects to a game called ‘Virtual Stocks’, where Facebook visitors who ‘like’ the page, can experiment, experience and learn stock market, live trading hours in a safe environment, thereby, eliminating all possibilities of monetary loss.

The idea is to help people understand investments and give them a tool to plan their needs.

Additionally, ICICIDirect will also update their Facebook page, with important financial news and developments like policy decisions, inflation and Budget (https://www.facebook.c o m / i d i r e c t m o n e y m a n a g e r /app_305409606247739).

Explaining the objective behind the campaign, Vineet Arora, executive vice-president and head, product distribution, ICICI Securities tells afaqs! Reporter, that social media is a very influential medium, especially with the youth. “We decided to

embrace this platform to create a more personalised relationship, as well as provide a fun, interactive and safe way to learn about personal finance and equity markets. We believe that this format will encourage systematic thinking about goal-based investments and Virtual

Stocks will help investors overcome their fear and understand the stock market better,” he adds.

The campaign will also be promoted on Twitter and Facebook, to engage with ICICI’s growing audience of followers interested in investor education.

ICICIDirect has been focusing on investor education, through its classroom based training programmes, at ICICIDirect Centre for Financial Learning, across 45 Indian cities and also through online tutorials.

Speaking about whether ICICI Securities plans to support this activity on TV, print and radio, Arora says that, based on the success of social media, other opportunities will be evaluated.

[email protected]

Virtual Stocks will help investors

overcome their fear of the stock market.


Arora: making finance fun

Ogilvy Delhi has seen many sen-

ior leadership changes in the first half of February, 2013. Kapil Arora, who led the Ogilvy & Mather national team for Vodafone in Mumbai, has been appointed as president and head of advertising, in Delhi. In his new role, he will lead the agency’s Delhi operations.

Arora has 13 years of experience, having worked on brands such as Raymond, TVS Scooty, Unilever teas, the BCCL Group and Titan. Sarang Wahal, who led Vodafone’s central account man-agement team for the agency, will replace Arora. Wahal, who is now senior VP, began his career in advertising in 1996, with Phoenix Advertising.

On the outdoor platform, Ovez Khan, former group vice-president, Realm Media moved to GLO, as group vice-president. He will take care of pan India operations for GLO, the out of home out-fit was formed in 2011, after Lodestar UM and Greenline merged. Khan started his career with Standard Chartered, in 1996.

Also, in the same segment, DDB MudraMax has appointed Deepak Trikha as vice-president, Experiential. He will be based in Delhi and will report to Mandeep Malhotra, president, DDB MudraMax.

Trikha moves in from Sistema Shyam Teleservices (MTS), where he was working as assistant general manager, marketing commu-nications. He was responsible for strategy and execution of marketing campaigns for MTS’s tel-ecom products and services.

Trikha started his career with Kidstuff, DDB MudraMax’s promotional and events unit, in 2000, but later shifted to Encompass, as AVP in 2002, where he served a stint of six years.

In the meanwhile, Dentsu Communications has roped in Vedobroto Roy and Deepak Singh as ECDs. They will report to Soumitra Karnik, national creative director, Dentsu India Group.

Both Roy and Singh come with a decade of expe-rience. Before joining Dentsu Communications, Roy was working with Leo Burnett, Dhaka while Singh was associated with DDB Mudra, Mumbai.

Singh started his career in 2002 with Oberoi Multimedia and got his first break in advertising

in 2006 at Grey Worldwide while Roy began his career in 2000 with Ogilvy Mumbai.

Ramanuj Shastry, former CCO, Saatchi & Saatchi, is set to launch his own outfit with part-ner and co-founder: Nisha Singhania, general manager, Saatchi & Saatchi Mumbai. Shastry will

head the creative front, while Singhania, who has been with Saatchi since 2011, will man-age the business side of things, at the new agency launching in April. She also has a background in strategic planning. The name of the firm has not been decided yet.

A round up of some major people movements in the last fortnight>> MOVEMENTS/APPOINTMENTS<<

MAINLINE

BBC Global News, has appointed Preet Dhupar as chief operating officer for its

Indian operations. Dhupar was director of finance and operations for BBC Global News and BBC Worldwide in India. She joined BBC in 2000 and was instrumental in set-ting up its operations in India.

In her new role, Dhupar will take responsibility to determine BBC’s commercial priori-ties and targets for news across India and monitor performance against them in terms of advertising reve-nues, content distribution and overall audience growth.

Zee News has recently brought on board Jitesh Rajdeo as chief sales officer for its bou-

quet of news channels. Rajdeo, erstwhile chief revenue officer, DNA, will handle the sales of the Zee News bouquet which includes Zee News, Zee Business, Zee News UP, Zee News Punjabi, Zee 24 Taas and 24 Ghanta.

Based in Mumbai, Rajdeo replaces Amit Tripathi, senior vice-

president, sales. In his new profile, Rajdeo will head the sales function of all the news channels under the bouquet.

Rajdeo has been associated with the Zee Group since 2000 and has worked as national sales head, Zee Cinema as well. In 2009, when Zee restructured its ad sales division, Rajdeo was in charge of the group’s regional GECs and news channels.

MEDIA

The UK-based company Aviva Life Insurance promoted Rishi Piparaiya as director, mar-

keting and bancassurance. Piparaiya was director, bancassurance and business partnerships since

2009, when he first joined the com-pany. His new mandate will be to steer Aviva’s marketing strategy including brand marketing, com-munications, channel marketing, digital and online strategy, analyt-ics and product propositions of the company.

eBay India’s chief marketing officer Kashyap Vadapalli moved on to join lifestyle e-commerce mar-ketplace, Pepperfry.com as CMO and head of new business. Vadapalli had joined eBay in 2008, as director of marketing and busi-ness development.

Pepperfry is an entrepreneurial venture by

former eBay India country head Ambareesh Murty, to whom Vadapalli reported in eBay India. Here, Vadapalli will primarily lead the marketing and new business teams.

In yet another development, Vinay Kumar, erstwhile CEO of StratosHear, a mobile media com-pany, has returned to Microsoft Corporation as the APAC head of strategy and alliances for Bing.com, Microsoft’s web search engine.

The new assignment will be Kumar’s second innings at Microsoft as, in the US, he had worked at Microsoft for nearly 10 years (from 1996 to 2005).

MARKETING

VINAY KUMAR

KAPIL ARORA

RISHI PIPARAIYA

DEEPAK SINGH

PREET DHUPAR

VEDOBROTO ROY

SUSH

IL K

UMAR

NISHA SINGHANIA

OVEZ KHAN

JITESH RAJDEO


KASHYAP VADAPALLI

SUSH

IL K

UMAR

ALEX JOSEPH VP - Marketing and Communication, Greenply Industries

I’m reading The Autobiography of Malcolm X. My inclination towards this narrative

was based solely on learning and reflecting about the ideas of cultural internationalism and political antagonism in the 1950s.

I read everything from fantasy to post-modernism. But I have a special liking for fiction. For me, sub-genres in fiction like magic realism, give a right blend of what is real and what can be left to the imagination.

I am grateful that I was exposed to good literature while growing up, thanks to my parents (they are avid readers too). I remember my fondness for Uncle Tom’s Cabin. This anti-slavery novel by Harriet Beecher Stowe exuberates sentiments of free thought and anti-oppression, two important aspects to learn about in childhood.

Kafka on the Shore is an all time favourite, while Midnight’s Children is perhaps the best example of post-colonial Indian literature. Lord of the Rings, however, is a literary masterpiece and has to be my favourite ancient fantasy book. The Hitchhiker’s Guide to the Galaxy is another favourite. On popular demand, my next read would be Shantaram. It would be a fresh perspective for me to read about life in a turbulent city like Bombay.

Next, I wish to mention my star author, Haruki Murakami. The king of postmodern surrealism and magic realism, Murakami plays with text that is not only multifaceted, but also viv-idly dynamic. My other favourite writers are Wilbur Smith, Pearl S Buck and PG Wodehouse and Edgar Allan Poe.

As told to Raushni Bhagia

VIA.COM

Vying for Attention

Travel portal Via.com has cre-ated a striking innovation at Bengaluru airport, that

attempts to increase brand visibility.Executed by JCDecaux India, the

innovation comprises a huge glass facade behind the check in coun-ters of the airport. The 90 X 2.7 m structure covers more than 50 check-in counters at the airport and talks about the various offerings of the portal, such as lowest fares, best deals for hotels and best price holidays.

The four-month long campaign began in December, 2012 and will continue till March, 2013.

Alok Duggal, business head, air-port, JCDecaux India, says that the

main directive given by Via.com to them, was to connect with the right audience and inform them about the work it does and create visibility.

The travel portal has initiated a four-month long out of home campaign, at Bengaluru airport, to create brand visibility. By Devesh Gupta

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The glass facade behind the check-in counters ensures that no one catching a flight from Bengaluru, misses the campaign. “It engages people waiting, during the check-in procedure and communicates the various offerings from the brand,” he adds.

Bengaluru airport was chosen for the campaign as the city sees a large percentage of work-related travellers.

Bengaluru-based Via.com was launched on July 28, 2006.

[email protected]

in the list.At No 3 is last quarter’s big-

gest gainer, Hindustan, with an AIR of 1.2 crore. While the Hindi daily had registered an increase of 48,000 readers last quarter, this time, it has added 37,000 AIR.

The Malayalam newspaper, Malayala Manorama, stands at the No 4 spot, with an AIR of 97 lakh, an increase of 42,000 readers, since the last quarter. Incidentally, the daily has recorded the sharpest fall among the top 10 publications last quarter - a decrease of 1,65,000 readers.

Amar Ujala is at No 5, with an AIR of 85 lakh - losing 72,000 read-ers this time. The daily had also registered a decline of 85,000 readers last time.

The Times of India takes the No 6 position, with an AIR of 76 lakh this quarter. The English daily has maintained its position in the top 10 list.

However, unlike last quarter, where it had registered a marginal decline of 9,000 readers, this time the publication has added 10,000 read-ers, putting it at a no loss, no gain position.

The only Tamil daily to feature in the top 10 publications list, Daily Thanthi, takes up the No 7 spot. The daily has an AIR of 74.17 lakh, this quarter.

Though the daily has lost readers in this quarter, it has moved up one rank.

Pushed down by the Daily Thanthi, Lokmat is at No 8, with an AIR of 74.09 lakh - 8,000 readers less than the Daily Thanthi.

While the daily had recorded a growth of 22,000 in AIR, the Marathi publication is the biggest loser this time - losing 98,000 in AIR.

The No 9 position is taken by Rajasthan Patrika, with an AIR of 68 lakh. The Hindi publication is also the biggest gainer this quarter, a gain of 62,000 readers. However, in the last quarter, the daily had lost 51,000 readers.

Mathrubhumi is at No 10 with an AIR of 64 lakh, registering a decline of 78,000 readers this time. The daily continues its losing spree and is the second biggest loser in this quarter. The Malayalam publication had lost more than a lakh readers in the last quarter.

[email protected]

A Quarter...<<

Daily Thanthi is the only Tamil

daily to feature in the Top 10 list.

If there is one place you can keep going back to for a holiday, where would it be?Langkawi is so gorgeous with its white-sand beaches, blue waters and panoramic hills, yes I could keep going there for a quick relax and recharge, to come back inspired.

Tell us three good things about travelling.Great places to see, interesting people to meet and cuisines to indulge in or experiment with.

When you travel, what is a must carry for you?Even if the blackberry gets left behind, the iPhone must come along, its business cum pleasure.

When and where did your best holiday happen?My best holiday was in Lankawi 2 years back.

As a traveller, what’s your tip for others?Before you reach your port read a bit of the place, even on the plane or at the airport. You will enjoy it more and may even decide to do something that will make that trip even more special.

A colleague/co-worker from your indus-try with whom you would like to go on a holiday.Holidays are family time. I prefer not to mix work and family.

What has been your “Life me ek Baar” moment?When my two daughters turn and smile at me – an unforgettable smile you carry through your life. Life has many special moments but somehow there is a treasure in this moment which nothing can replace and it is just priceless.

What and where has been your best bazaar bargain so far?At the Grand Bazaar at Istanbul, though you have to be careful of the prices I got this excellent handmade and painted hookah .

Which has been the most unique desti-nation that you ever visited? When and why?Istanbul-Turkey is a land of many contrasts. One part ancient and history; the other mod-ern, so you have the Haghia Sofia and the Blue Mosque and also Ikea. There is worship

and revelry. The people are all cheerful and the place is exotic with great nightlife and enter-tainment but there is also real poverty here, which is another part you don’t want to see. With its natural beauty places, museums, palaces, mosques, churches and bazaars it is a must visit destination.

Tell us how you have man-aged to make a journey fun.If it’s on the plane then I catch up on my Lonely Planet of the place, or a movie and some-times it becomes work. If it’s a road trip, when my kids were younger, it would be songs and stories, now too there is so much to chat and catch up.

What has been your worst travel moment? Why?

My worst moment was when I landed in Paris for a global review meeting. On land-ing we realised the airline had not loaded the complete lot of bags for business class passen-gers. So much for travelling in comfort. I had to buy a new set of clothes for my meeting. I made my presentation in a formal shirt, jacket and jeans. It was my worst travel experience. Now I travel with a change of clothes in my check-in bags. As they say every experience is a learning.

What is the best souvenir you ever bought for anyone?Bought some very nice scarves and hand-made ceramics from Istanbul.

What is your “Life me ek Baar” vacation, that you would definitely want to go on?To Egypt- ancient Egypt, inside the pyra-mids, temples, the museum and of course the Nile.

If there is one place you cankeep going back to for a holiday, where would it be?Langkawi is so gorgeous with its white-sand beaches, blue waters and panoramic hills, yes I could keep going there for a quick relax and recharge, to come back inspired.

Tell us three good things about travelling.Great places to see, interesting people to meet and cuisines to indulge in or experiment with.

When you travel, what is a must carry for you?Even if the blackberry gets left behind, the iPhone must come along, its business cum pleasure.

When and where did your best holiday happen?My best holiday was in Lankawi 2 years back.

As a traveller, what’s your tip for others?Before you reach your port read a bit of the place, even on the plane or at the airport. Youwill enjoy it more and may even decide to do something that will make that trip even more special.

A colleague/co-worker from your indus-try with whom you would like to go ona holiday.Holidays are family time. I prefer not to mix work and family.

What has been your “Life me ek Baar” moment?When my two daughters turn and smileat me – an unforgettable smile you carry through your life. Life has many specialmoments but somehow there is a treasure in this moment which nothing can replace andit is just priceless.

What and where has been your bestbazaar bargain so far?At the Grand Bazaar at Istanbul, though youhave to be careful of the prices I got thisexcellent handmade and painted hookah .

Which has been the most unique desti-nation that you ever visited? When and why?Istanbul-Turkey is a land of many contrasts. One part ancient and history; the other mod-ern, so you have the Haghia Sofia and the Blue Mosque and also Ikea. There is worship

and revelry. The people are all cheerful and the place is exoticwith great nightlife and enter-tainment but there is also realpoverty here, which is another part you don’t want to see.With its natural beauty places,museums, palaces, mosques, churches and bazaars it is a must visit destination.

Tell us how you have man-aged to make a journey fun.If it’s on the plane then I catchup on my Lonely Planet of the place, or a movie and some-times it becomes work. If it’s a road trip, when my kids were younger, it would be songs and stories, now too there is so much to chat and catch up.

What has been your worst travel moment? Why?

My worst moment was when I landed in Paris for a global review meeting. On land-ing we realised the airline had not loaded the complete lot of bags for business class passen-gers. So much for travelling in comfort. I had to buy a new set of clothes for my meeting. Imade my presentation in a formal shirt, jacket and jeans. It was my worst travel experience.Now I travel with a change of clothes in my check-in bags. As they say every experience is a learning.

What is the best souvenir you ever boughtfor anyone?Bought some very nice scarves and hand-made ceramics from Istanbul.

What is your “Life me ek Baar” vacation, that you would definitely want to go on?To Egypt- ancient Egypt, inside the pyra-mids, temples, the museum and of course the Nile.

ANITA NAYYARCEO, India & South Asia,Havas Media Group

My Travel, My Experience

JOBSWITCHPost: Art DirectorCompany: Landscape Outsourced Marketing Pvt. LtdProfile: Lead the art team, maintain benchmarks of excellence, be inspired to push the creative boudaries, mentor junior members. Exp: At least 5 years of experience with national level brands.Location: GurgaonEmail: km@landscapeoutsourcing.com...........................................................Post: Sr. Web DevloperCompany: Gozoop Online Pvt. Ltd.Profile: Good HTML coding is an added benefit. Candidate should be able to handle end to end development projects and will be required to work with a team of PHP developers on projects.Exp: 1 - 3 years Location: MumbaiEmail: bansi@gozoop.com...........................................................Post: Business Development Manager Company: Portrait Advertising and Marketing Pvt. LtdProfile: Responsible for new Business Development promotions and conversions. Market research, framing policies and strategies to achieve the clients towards pitchingExp: 3+ yrs Location: Mumbai & DelhiEmail: hr@teamportrait.in...........................................................Post: Head - Creative StudioCompany: Bestow – A creative communication agencyProfile: To lead Graphic Design Studio. Visualizing & Creating Designs. The creative head generally woks in a team or with a team and is the head of the team so he is responsible for deciding the deadlines and timely delivery of the project/task and makes sure that the creative team is getting enough material and brief about the project. Exp: 4-5 yearsLocation: Vadodara, Gujarat.Email: careers@bestow.in...........................................................Post: VisualizerCompany: Focus Circle Brands Pvt LtdProfile: Ideate on the brief & design some “hatke” stuff. Able to work in a team & handle pressure 3. Has an eye for detail 4. Proficent in Illustrator, Photoshop & Coraldraw

Exp: 2-4 yrs Location: MumbaiEmail: dishahr@focuscircle.in...........................................................Post: Account Manager/ Sr. Account Manager (Servicing)Company: Interactive AvenuesProfile: The Account Manager works in conjunction with the Account Director to fulfil client campaign planning, execution, management and analysis. This role interfaces with our clients on a daily basis, and is responsible for building and maintaining a strong working relationship.Exp: 2-6 yrs Location: MumbaiEmail: neha.sharma@interactiveavenues.com...........................................................Post: Senior Client Servicing/ Group Account Manager/ Director Company: Eggfirst Advertising and Design Pvt LtdProfile: Lead a team of Junior client servicing professionals to manage clients/ brands end-to-end. Interacting with clients, creating advertisement briefs, chalking out media and advertising strategies, media allocation, follow ups, etc. Understand Brands, marketing environments, provide brand solutions to clients in conjunction with the art/ delivery teamExp: 3 - 10 yrs Location: MumbaiEmail: hr@eggfirst.com...........................................................Post: Executive TrainingCompany: Social Wavelength Profile: Will be required to work with new joinees and deliver training program (job role training, process training). Manage trainee feedback, learning assessment, training needs analysis and all queries during nesting period. Will be required to conduct in-house tests to ascertain on skill assimilation in the team members. Exp: 1-2 years experience in process training in a BPO or a communication agencyLocation: MumbaiEmail: jobs@socialwavelength.com...........................................................Post: Manager – Lead GenerationCompany: Social Wavelength Profile: Will be leading a team of 4-5 executives. We need to plan lead generation strategy for B2B clients using social networking sites and

other relevant tools and sources. Will need to guide the team and take ownership of client KPI delivery. Will also be responsible for managing the client relationshipExp: 5 yrsLocation: MumbaiEmail: jobs@socialwavelength.com...........................................................Post: Film Executives/Creative AssistantsCompany: Pansworld Television India Pvt. Ltd.Profile: Creative concepts, direction assistance and client servicing.Exp: 1-2 yrsLocation: MumbaiEmail: people@pansworld.com...........................................................Post: Account Based Marketing (Sweden)Company: CapgeminiProfile: To work closely with the Sweden CMO and Sweden Onshore ABM to establish an offshore-onshore model for ABM services to support key accounts in the region. To support the Sweden CMO and Sweden Onshore ABM in the creation and promotion of a set of ABM best practices, skills and in-a-box solutions to support account teams.Exp: 6-11 yrsLocation: MumbaiEmail: Pratyay.dasgupta@capgemini.com...........................................................Post: Sr. Media Planner - OutdoorsCompany: Orienta Cine Advertising Pvt LtdProfile: Media planning would involve the planning of Outdoor Media which includes ( Hoardings, Billboards , Bus Shelters, Transit Advt Pan India.)Taking Brief of activity from Marketing or client.Making plans as per market with the best possible sites.Exp: 6 - 7 yrsLocation: MumbaiEmail: info@orientacine.com...........................................................Post: iPhone App DeveloperCompany: Experience CommerceProfile: Good understanding of Mobile platforms in general and iPhone in particular. Good understanding of Xcode development platform and iPhone app development and deployment process. Objective C, Object Oriented Programming. Good grasp of digital platforms.

Exp: 1 – 1.5 yrsLocation: MumbaiEmail: hr@experiencecommerce.com...........................................................Post: Branch ManagerCompany: Tempest Advertising Pvt LtdProfile: Set up a full-fledged branch for Tempest in Ahmedabad with an objective to be self sufficient with two years of operations.Exp: Minimum 5 yrsLocation: AhmedabadEmail: careers@tempestadvertising.com...........................................................Post: Client Servicing ExecutiveCompany: Yellow Capsicum Profile: Liaising with designers and printers. Maintaining and updating customer database. Sourcing and securing sponsorship. Supporting the account manager and other team members. Organising photo shoots.Exp: Minimum 1 yr.Location: MumbaiEmail: [email protected] ...........................................................Post: Copywriter cum IdeatorCompany: Akriti Adcomm Pvt. Ltd.Profile: Can write meanigful and crisp copy for marketing collaterals and advertisements for varied segment of clientale. Can ideate, conceptualize, visualize and work closely with creative team to turn dreams in reality.Exp: 2-3 yrs Location: NoidaEmail: [email protected]...........................................................


TO ADVERTISE, CONTACT:

Abhilash Singh (Delhi & Mumbai)Ph: 09999989454

Email: [email protected]

Priyanka Foman (Mumbai)

Ph: 09819984998 Email: [email protected]

[email protected]

To view other jobs in Marketing,Media and Advertising, log on to:

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