December 1-15, 2010 Volume 1, Issue 23 ` 50

32
38
FACEBOOK
Trying Out
Will its messaging system
hurt e-mail services?

28

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

44

3G TAKEOFF
What it means for the telecom business and
PROFILE
Yubaraj Bhattacharya
The new CEO of Mahuaa
has to change perceptions.

HERO HONDA
A Friendly Ride
KOTAK MAHINDRA
Silver Side Up
10

14
COCA-COLA AND NESTLÉ
how it might change the nature of advertising in Ice Tea on the Rocks! 20
one of India’s largest spending categories. BLOG
KV Sridhar 58
EDITORIAL
This fortnight... Volume 1, Issue 23
EDITOR

T he mobile telephony business is on the threshold of a transformation. ‘Voice on the move’

created a business that, in just 15 years, has grown into a phenomenon with an annual
turnover of `150,000 crore. Now with 3G upon us, mobile telephony is entering the next phase.
Sreekant Khandekar
PUBLISHER
Prasanna Singh
In just a couple of years, we will do far more with our mobile than we can even begin to imagine. CONSULTING EDITOR
M Venkatesh
What does this mean to all of us in media and marketing communications? Telecom is one
CONTRIBUTING EDITOR
of the biggest advertising spenders in India and as its priorities change, so too Prajjal Saha
will its message and the media channels it employs. All this is the subject of this SENIOR LAYOUT ARTIST
fortnight’s cover story, ‘3G Takeoff’. Vinay Dominic
December 1-15, 2010 Volume 1, Issue 23 ` 50

32 There are three factors that will, together, dramatically alter the Indian mobile LOGISTICS
38 telephony landscape. Rajesh Kanwal
ADVERTISING ENQUIRIES
FACEBOOK
Trying Out
The first factor, of course, is the coming of 3G which will allow subscribers Hansika Koli, (0120) 4077834 4077837 Noida
Will its messaging system
hurt e-mail services?

28
to use data in all forms – be it web browsing or watching video or downloading Varun Mohan, (022) 40429702-5 Mumbai
Neeraj Ranjan, 09886846842 Bangalore
applications or games – easily. Better bandwidth means little, however, if there
mktg@afaqs.com
isn’t enough content.
L’ORÉAL
Reveal Your Talents Marketing Office
An unusual e-initiative to
hire Generation Y.

44
While traditional content is available on the mobile web, market leader B-3, First Floor, Sector-4, Noida-201301.
Nokia has been slow in developing applications which have driven mobile data Tel: (0120) 4077800.

3G
consumption in many countries. Now, the rise of the Google-created Android Mumbai
501-502, Makani Center, 5th Floor,
PROFILE
Yubaraj Bhattacharya
The new CEO of Mahuaa
has to change perceptions.
platform has fired up developers to create apps and a number of handset makers Off Linking Road, Bandra (W),
TAKEOFF
HERO HONDA
A Friendly Ride
KOTAK MAHINDRA
10 have aligned with the platform. So, that’s factor two. Mumbai - 400050
What it means for the telecom business and
Silver Side Up 14 Tel: +91-22-40429 709 - 712
how it might change the nature of advertising in
one of India’s largest spending categories. Better bandwidth and the abundance of applications still wouldn’t work
COCA-COLA AND NESTLÉ
Ice Tea on the Rocks!
BLOG
20

KV Sridhar 58 Bengaluru
unless users have affordable handsets with bigger screens that take advantage of S-1, New Bridge Corporate Centre,
the environment. That brings me to the third factor that will fire up the mobile 777 D, 100 ft Road, Indira Nagar,
Bengaluru - 560038, India
scene: Micromax and company. Thanks to a bunch of aggressive new brands,
Indians can now aspire to own handsets that are loaded with features and are yet affordable. Subscription Enquiries
Garima Agnihotri, (0120) 4077837
Nearly 10 million Indians are already getting on to the mobile web every month. According subscriptions@afaqs.com
to Opera Mini, the mobile web browser, the typical Indian downloads about 7MB of data and Printed, published, and owned by
about 400 pages on his or her mobile each month. We may not have noticed it but the revolution Prasanna Singh, Publisher,
at 7-A/13, Ch. Ratan Singh Complex,
has already begun. Jawala Heri Market, Paschim Vihar,
New Delhi-110 063.

Printed at Paras Offset Pvt. Ltd.,

C-176, Naraina Industrial Area, Phase I,
New Delhi 110 028.
Sreekant Khandekar Cover Illustration
sreekant.khandekar@afaqs.com Tiffin Box

CONTENTS
60 PLUS
BRITANNIA CAKES
Yummy Nursery Rhymes 16
PHOTO FEATURE
DEFINING MOMENTS
Who’s who
Spotted were the I Venkat 40
biggies of the GOOGLE
fraternity.
Going Local 42

NAIDUNIA DISHA
42 12 22
AFAQS! & RADIO ONE
Getting Together 46
Targeting Young
The daily is being published SONY
for students across Indore. Swapping Wives 46

POINTS OF VIEW 30 HORLICKS NUTRIBAR

Endless Reasons
Profitable Niche Papers LOOP MOBILE RELIGARE 50
Could special interest All That’s Purple Simplifying Solutions GOOD KNIGHT
newspapers work The service provider has Communicating through an
in India? launched a brand campaign. endearing message. Naturally Bite Free! 52

afaqs! Reporter, December 1-15, 2 0 1 0 3

 6WHS'RZQ6WHS8S
LG INDIA
1(:6%8//(7,1 Sponsored by

B
MARKETING

uoyed by phenomenal growth 500 exclusive LG mobile galleries.

in the smartphone segment “We also have an ambitious target
and facing stiff competition of 80 per cent revenue growth in
from domestic players in the low mobile business by 2011,” Shin adds.
cost feature phone segment, the Next year the company plans to Dabur> The fourth largest Indian FMCG firm with an annu-
South Korean electronics giant LG launch 55 new models, out of which al turnover of around `3,400 crore recently acquired the US
based Namaste Laboratories. The acquisition will help Dabur
has decided to exit the low end seg- 40 per cent will be Smartphones.
boost its presence in Africa. With this acquisition, nearly 25
ment. Marketing investments by the
per cent of Dabur’s consolidated revenue would be generated
At the launch of LG’s latest smart- company would also be aligned overseas. The current management team, led by Namaste
phone Optimus One, Moon B Shin, accordingly. founder and CEO Gary Gardner would continue.
managing director, LG India, said, With respect to the operating sys-
“Smartphones are poised to drive tem (OS), LG announced that it will
growth in the Indian mobile market focus mainly on Android, however, HMIL plans to Hyundai Motor> The second larg-
in the coming years and LG will two of 12 products in the offing will implement the est car manufacturer in India, Hyundai
focus only on the smartphone seg- run on the Windows Phone 7 OS. corporate iden- Motor, has renewed its corporate
ment in the short term. 2011 will be In line with its new strategy, LG identity standards to ensure uniform
tity at its 320 brand identity and competitiveness across
acceleration phase for LG Mobiles. has also launched one of its most
In future we will re-enter the feature innovative smart devices from the
outlets by end of showrooms and workshops for its customers. Based on its
phone business with Optimus series - LG December. increased brand value, HMIL has designed a new 3D chrome
better products at the Optimus One, which signature to reflect a refined confident brand. The implemen-
right time.” is an Android 2.2 Froyo tation will happen across Hyundai Motor company globally.
LG has announced based phone with
that it intends to cap- a 3.1 inch capacitive Kingfisher Airlines> Kingfisher Airlines has announced
ture 12 to 15 per cent touch screen, 3 meg- the launch of Little Wings - a new frequent flyer programme
of market share in the apixel camera, WiFi created for young flyers between the age of 3 and 12 years.
smartphone category and A-GPS. Apart
in India. To achieve
LG intends to from regular Android
With the introduction of this new programme, Kingfisher
Airlines becomes the first airline from India to let young fly-
the target it will launch capture 12 to phone features, LG has ers earn King Miles when they fly, which will be added to the
12 new phones in the 15 per cent included 40 bundled miles tally of the parent. The only qualification for a young
next six months. The
company has allotted market share in apps and an application
that recognises voice
flyer to become a member of Little Wings is that a parent has
to be a member of King Club.
`350 crore as market- the smartphone commands.
ing investment for LG has also said
2011.
category, and to it will launch several Nationally, INOX INOX> INOX Leisure recently launched its fourth mul-
Shin adds, “Our achieve that tar- devices in the coming has 38 multi- tiplex at the Bangalore Central Mall, JP Nagar with four
plexes and 144 screens and 1,118 seats. Thus INOX
focus on Smartphones get it will launch months, including a now has a total of 18 screens in
will deliver the
12 new phones tablet PC called LG screens in 25 cit- Bengaluru in Jayanagar, Garuda Mall,
ultimate consum- Optimus 7 running ies across India.
er experience. We in the next six Windows Phone 7 OS. Malleswaram including JP Nagar.
are therefore pre- months. The company will also
embedding loads of launch other Optimus
applications, making series devices.
phones ready to use with exposure Optimus One is priced at a market Porsche> The luxury carmaker, Porsche, recently opened its
to the world of applications.” operating price of `13,500. Optimus third showroom in the upmarket Jubilee Hill, Hyderabad, follow-
Further, he added, that the com- Seven is expected to be priced at a lit- ing New Delhi and Mumbai. The facility offers 5,000 square feet
pany has identified mobile phones tle more than `25,000. The Optimus of showroom space. The Porsche Centre Hyderabad is home to
as a strategic growth engine catego- One with Google offers unfiltered the entire Porsche product range, including the latest arrival - the
new Porsche Cayenne. Porsche also plans to expand its pres-
ry. Therefore, the company is also and genuine smart phone experi-
ence across India with operations to be opened in Ahmedabad,
increasing the production capacity of ence. Convenient user interface and
Chandigarh, Bengaluru, Chennai and Kochi.
its Pune plant from 8 million to pro- diverse multimedia options ensure a
duce 15 million phones by next year. mobile environment that makes this
It is also expanding its retail net- device one of the easiest to use in the The company has Kiehl’s> The 160-year-old premium skin care brand of the
work by 25,000 outlets and market. introduced about US, Kiehl’s, recently opened its first flagship store in Delhi.
126 products in The brand sits in the luxury division of L’Oréal Group and hap-
QUOTE OF THE FORTNIGHT the price range of pens to be the fastest selling brand in its
portfolio. The luxury division of L’Oréal
`499 to `3,800. has brands such as Lancome, Giorgio
‘‘If consumers are not Armani, Ralph Lauren and Diesel under its
talking about us in the same umbrella.
space as the young and
trendy Fastrack, or a Coke or Sharp> The electronic company, Sharp, recently unveild four
Pepsi, for example, we have a mobile handsets priced between `6,500 and `18,000. With
problem.’’ this launch, the company expects to garner a market share of
three per cent within a year. Sharp is aiming at a `1,200-crore
SRINANDAN SUNDARAM, HUL, CATEGORY HEAD (DEODORANTS AND ORAL CARE) ON POSITIONING OF AXE, IN
business by the end of the financial year 2012. The company
BUSINESS STANDARD. registered a topline of `400 crore in 2009-10 and hopes to
increase the figure by `100 crore more in the current fiscal.

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

 (\HLQJ*URZWK
CHANNEL [V]
1(:6%8//(7,1 Sponsored by

I
n an attempt to augment its MTV is at 13.1 per cent, while
MEDIA

youth viewership, Channel [V] Bindass is at 11.7 per cent. B4U

plans to further increase its non- Music has a market share of 11.4
music original programming lineup, per cent. Lower in the list is Channel
wherein the thrust will be to push up [V] at 8.7 per cent, E24 at 8 per cent Big CBS> Big CBS Networks has closed another deal
the fraction of fiction content in the and Zoom at 6.4 per cent. Amongst with Hathway Cable and Datacom. The association is
programming mix. Additionally, the others, Music India is at 4.7 per cent, formed to distribute the premium English GECs - Big CBS
channel is also looking at increasing Imagine Showbiz is at 2.2 per cent, Prime, Big CBS Spark and Big CBS Love. The company
its ad rates while providing clients Zing is at 1.8 per cent, while VH1 is targeting viewers in the big metros and tier II cities
through this deal. The deal covers both Hathway’s own as
with its expertise across all platforms. and ETC stand at 1.1 per cent each.
well as its JV networks across all relevant markets, cov-
Prem Kamath, general manager, In the past 14 months, the channel
ering both analog and digital cable TV platforms.
Channel [V], says, “While we will be has launched 24 shows, an average
looking at increasing the proportion of two shows a month, which has
of our original content in the line- helped to keep up its programming
up, we will also look at upping the lineup extremely fresh. And now, the Mangalam Group Mangalam Group> The Mangalam Group of
fiction genre because our current fic- channel will add two fiction shows to plans to foray Publications plans to foray into the electronic media. It
tion property, Roomies, its original program- into the electronic plan to launch a news and an entertainment channel by
mid-2011. The first channel by the group will be called
has helped us garner ming in January. The media with an Mangalam and will be in Malayalam. The publishing
good youth viewer- channel also intends
ship. Fiction also has to come up with new
initial investment division, which has an annual turnover of `60 crore,
a certain measure of seasons of its flagship of `50 crore. will start the channel with an investment of ` 50 crore.
storytelling it can talk programmes. The new
about a specific aspect season of Truth Love
of the youth and the Cash was rolled out Sony> In an attempt to expand its weekend program-
final product can be last month, while the ming and to help add more youth and male audience to
controlled. If it is suc- new seasons of Axe Ur its viewership, Sony has decided to advance its Saturday
cessful in its appeal to
The channel’s Ex and Love Net will be weekend prime time to 8 PM. The slot houses its big
viewers, revenues will plans seem to be launched after March ticket property, Adaalat, an absolute courtroom drama,
which was launched last month. The show will revolve
automatically flow in.”
Kevin Vaz, presi-
ambitious as it 2011. Dare 2 Date is
also being relaunched. around KD Pathak (Ronit Roy), an unconventional lawyer
dent, sales, STAR still has to catch Fourteen months
who uses every trick in the book to deliver justice. His
methods are as bizarre as using magical gimmicks.
India, remarks, “While up with its com- since its relaunch, the
the ad rates will vary
from client to cli-
petitors on the channel has increased
its format-show pro-
ent, we are looking at viewership front. gramming lineup Ambika Soni has Prasar Bharti> The information and broadcasting
increasing our ad rates to about 76 per cent informed that minister Ambika Soni informed the Rajya Sabha that
by 30-40 per cent. This is because of which 24 per cent content still Prasar Bharti has spent about ` 305 crore in the broad-
Prasar Bharti has cast of the Commonwealth Games. The spends include
Channel [V]’s performance since its comprises music. Meanwhile the
launch has increased consistently. channel claims that the increase in
spent `305 crore outsourcing of production and coverage facilities and
We have grown from a 0.2-0.3 per the non-music content has helped in the broadcast hosting of website for the broadcaster. In addition to this,
cent market share during the re- in increasing its market share from of CWG . about ` 75.77 crore was spent
launch period to a 0.81 per cent 0.25 per cent (during relaunch) to towards rentals and upgrading
of infrastructure and facilities.
market share today. This has helped 0.81 per cent (Week 45), its advertis-
in creating a demand for the channel ing revenues have also witnessed a
amongst advertisers.” threefold growth.
The channel’s plans seem ambi- Kamath says, the other factor that Zee Network> Zee Network has re-engineered Zee Cafe
tious as it still has to catch up with helped in attracting advertisers on and Zee Studio. Both the channels will broadcast its logo as
its competitors on the viewership board, is the strategy of providing an all-white logo. The new Zee Cafe logo aims to connect
front. According to the TAM data complete and holistic brand solutions to the contemporary outlook of today’s viewers while Zee
for Week 45 (C&S, 15+, HSM), to clients, which include online, TV Studio’s endeavour is to make TV movie watching an
the recently launched music channel, and on-ground activities. experience.
Mastiii, leads the genre with 15.3 per Two wheelers, cosmetics, soft
cent market share, followed by 9XM, drinks and deodorants contributed
with 14.5 per cent. the most to the ad sales revenue. TV Today joins TV Today Network> The TV Today Network has joined
hand with Roger hands with Rogers Communications to launch Aaj Tak
Communications and Headlines Today in Canada. Both the channels will be
QUOTE OF THE FORTNIGHT available free of cost to Rogers Digital Cable customers in
to get a launch Ontario as an introductory offer for the first two months,
‘‘Two-three years back, pad in Canada. after which they will be available on an a-la-carte basis.

satellite rights were not a

big source of revenue. But Radio Misty> Radio Misty 94.3 FM has turned three.
The radio station started its journey from Siliguri in
now there are many revenue West Bengal on November 14, three years back. With its
streams opening up.’’ motto of local people, local station, local choice, local
FOTOCORP

ASHOK RAJGOPAL, PARTNER - BUSINESS ADVISORY SERVICES, ERNST & YOUNG, voice, Radio Misty airs music and shows in five differ-
ON THE SATELLITE RIGHTS OF BOLLYWOOD FILMS, IN THE FINANCIAL EXPRESS.
ent languages namely Hindi, Bengali, Nepali, English and
Bhojpuri.

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

 8QGHU7KH6FDQQHU
ASCI/EDUCATION SECTOR
1(:6%8//(7,1 Sponsored by

T
ADVERTISING

he self regulatory general, ASCI, says, “More than 50

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

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

 1(:6$'9(57,6,1*
BHARTI AIRTEL

Shedding the Past

India’s No. 1 mobile operator, Bharti Airtel’s latest campaign unveils the new logo and highlights the new positioning
and new offerings, such as live experiences on the go. By Anushree Bhattacharyya

I
n addition to redoing its logo, Airtel has
launched two TVCs to mark the change. The
brand is handled by JWT.
The first TVC, titled Endless Goodbye, shows
a couple bumping into each other repeatedly after
having said goodbye.
The TVC begins with a couple who looks very
sad as the young man is leav-
ing. However, the very next
moment, he finds the girl in a
nearby café and is very excited
to see her. Later, both walk
down a street.
They say goodbye to each
other and the girl turns away,
only to meet the man again,
this time in a cab. The girl
hops into the taxi and both of
them leave together. Then, the
man asks the cabbie to stop the
taxi and gets out, bidding adieu
to the girl inside.
The next instant, the girl comes running
towards the man and hugs him. The television
commercial then shows the couple happily walk-
ing across the city. They enter a metro station and
once again are very sad, as the young man boards
the train.
As the train leaves, the girl once again meets
the man on the platform and happily hugs him.
The TVC ends with a VO: In Airtel’s world, you’ll
never be away from your close ones, Dil jo chahe
paas laye.
The second TVC, titled Street Performer,
opens with a man dancing to the tune of Airtel’s
official ringtone. Next, a girl walks down the
street, she stops as she sees the young man per-
forming interesting dance moves. The girl stays
for a while to watch him but leaves when she real-
ises that she is getting late.
The man, who is still dancing, stops and finds
that the girl has left. So, he fol-
lows and catches up with her. He
continues dancing while the girl
is walking.
The television commercial
ends with a voice over stating
that in Airtel’s world, entertain-
ment will never stop.
Mohit Beotra, head, brand
and media, Bharti Airtel, says,
“The TVCs showcase our new
services and the new brand value
of Airtel. The TVCs will be on-
air for four to six weeks and will
be followed by other campaigns, wherein we shall
talk about more exciting new services we have for
our consumers.”
For Maneesh Rangra, executive business direc-
tor, JWT Delhi, the idea was to talk to consumers
directly, by creating a different experience in the
telecom space. The motive was to say that Airtel is
one of the biggest brands, which caters to anyone,
anywhere and at anytime.
Speaking on the TVCs, Adrian Miller, chief
creative officer, JWT Delhi, says, “It was very clear
(Left) Rangra and Miller: endless performance FRQWLQXHGRQSDJH>>

message of mileage with the words than their parents,” elaborates

HERO HONDA Jitni door yaari jaye, Utni door yeh gaadi Jitender Dabas, executive planning
jaye.” director and vice-president, JWT

A Friendly Ride The creative duties lie with JWT

Delhi, while, Maxus handles the
media duties.
The campaign uses life stage positioning and targets The ad uses life stage positioning
and targets young adults between
the 21-24 year olds. By Ashwini Gangal 21-24 years, who’re on the thresh-
Delhi.
He adds that the USP of mileage
has been downplayed deliberately as
the purpose is to sell the brand, not
the product.
Dabas says, “Agreed that friend-
ship has been used as a context in

H
ero Honda, a brand that
already has a lot of emo-
tional equity with its
consumers, has recently launched
an ad campaign to re-position the
Splendor NXG. A teaser campaign
that rolled out in the first week of
October gave way to a full-fledged
campaign a week later.
The campaign positions the
motor-bike as Yaari ki Gaadi. Aiming
to move beyond the transactional
aspects of owning a bike, the com-
munication highlights functionality
with emotionality.
Anil Dua, senior-VP, marketing
and sales, Hero Honda Motors says
that, Splendor NXG plays the role
of a flanker by arresting any leakages
from the mother brand, Splendor.
He says, “We have integrated the
old of their quest to create their
own identity. “The TG comprises
youngsters who’re living away from
their homes or working in their first
jobs and are closer to their friends
bike ads in the past but this is the
first time that it is being owned as
the positioning.”
The TVC for the Splendor NXG
spells out the story of three close
friends, who part ways as children
to pursue their ambitions but re-
unite as adults. The film unfolds
via parallel scenes of these friends
playing in the rain as children and
riding their Hero Honda Splendor
bikes as adults, on the same street.
A sentimental feel to this story is
provided by both, a male VO and a
FRQWLQXHGRQSDJH>>

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

 1(:6$'9(57,6,1*
LOOP MOBILE << FRQWLQXHGIURPSDJH
Shedding...
All That’s Purple from the beginning that we wanted
to talk about new offers and the new
Airtel. The TVCs reflect all that the
new Airtel is about, as well as the
Riding on its network prowess, Loop Mobile has launched a brand campaign, complete brand’s new proposition. We went
with a new brand look and philosophy. By Biprorshee Das through a lot of internal work and
achieved what we all love.”

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

ahead would be to rebalance the brand and beyond Mumbai very soon and a gradual new logo doesn’t live up to the films;
have a wider appeal. rollout can be expected. „ it looks like Vodafone’s brother.” „
“The brand has got associated with Sethuraman: wider appeal biprorshee.das@afaqs.com anushree.bhattacharyya@afaqs.com

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

 1(:6$'9(57,6,1*
KOTAK MAHINDRA

Silver Side Up
The bank rolled out its five-day, high-impact campaign, complete with blocking primetime slots on television with its
various commercials, together with print, outdoor and digital initiatives. By Biprorshee Das

W
hat did you do when you were 25 years
old? Kotak Mahindra Bank is asking just
that, as it hits its 25th anniversary. The
bank, which operated as a non-banking financial
services company until 2003, when it was awarded
a banking licence, turned 25 on November 21.
And Kotak Mahindra made a big splash about it.
With communication partners Cartwheel
Creatives, Starcom MediaVest Group and
Interactive Avenues, the bank has designed a stra-
tegic campaign to mark the occasion.
The campaign began with a series of 10-second
commercials created by Cartwheel Creatives that
went on-air across television channels.
The TVCs feature
little snippets, where that when he was 25, he year. Now, this campaign shall mark this occasion
people from different had for breakfast, lunch in as engaging a fashion as possible.”
walks of life talk about and dinner. The communication attempts to position the
anything significant Around 10 such short bank as a youthful and exuberant brand. While
that they associate with commercials are on-air. Marshan acknowledges that other banks have
25 years of age. For Talking to afaqs! been around for much longer, from a marketing
instance, in one com- Reporter Karthi perspective, he is of the view that the number 25 is
mercial, a balding senior Marshan, executive vice- actually the USP, with no other bank making such
citizen reveals that he president and group a claim this year.
sported a ponytail when head - marketing, Kotak “From a marketing standpoint, none of my
he was 25. Mahindra says, “The peers will say this. We saw it as an opportunity
Another TVC fea- celebrations began inter- to pass the message, ensuring that the brand used
tures an office executive nally as we entered our
eating a vada-pav, saying (Left) Ramakrishna and Marshan: 25 till I die 25th year earlier this FRQWLQXHGRQSDJH>>

CEAT which has added new products to

the bike tyres category, claims that

Handle Your Coffee Firmly its tyres have better wet grip, excel-
lent steering control and excellent
handling at high speed.
The company launched a teaser
The on-ground campaign with Café Coffee Day aims campaign last month, where cof-
to promote the superior grip of CEAT tyres and fee mugs at Café Coffee Day were
branded with traffic pictures and
address road discipline issues. By Poojya Trivedi the baseline. The teaser campaign
ran for about 45 days, which was

A
fter undergoing a major re-
branding exercise in 2008,
the tyre manufacturing
company CEAT is out with a televi-
sion campaign to promote its range
of bike tyres. To support the cam-
paign, whose baseline is: Be Idiot
Safe, the company has launched
an on-ground activity with India’s
largest café chain, Café Coffee Day.
The coffee chain was chosen for the
activity because the company has a
similar audience.
The creative idea behind the
campaign is that the roads are full of
idiots, who do not follow road dis-
cipline and prove fatal for everyone
else. Since these idiots cannot be
followed by a revealer campaign.
CEAT used various props, such
as grips for mobile phones and
mugs to highlight the superior grip
of the tyres. Additionally, branded
arches were used to create visibility.
In the revealer campaign, the
company branded about 1-2 lakh
mugs. Tyre-like directional cuts
Banerjee: spotting idiots on road were used on the handles and at the
bottom of the mugs to highlight the
taken off the road and must be dealt superior grip feature.
with everyday, your tyres should This campaign was conducted
have a superior grip to enable you to in 152 outlets across the country.
stop at will and save yourself. Based It began on November 12 and will
on this insight, the campaign pro- continue for about a month.
motes the better road grip feature
of CEAT bike tyres. The company, FRQWLQXHGRQSDJH>>

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

 1(:6$'9(57,6,1*
BRITANNIA CAKES

Delicious Nursery Rhyme

In the latest television commercial for Britannia Cakes, Grey Advertising turns to an age-old nursery rhyme to
convey the goodness of the product. By Biprorshee Das

M
ary had a little lamb and she even took it
to school, but it did not really make her
healthy. Varun’s pets, however, serve
that purpose. The latest commercial for Britannia
Cakes turns to the much-recited nursery rhyme to
communicate the goodness of the product.
The TVC by Grey, Bengaluru, shows a school
boy, Varun, who has a cow and a hen that give him
fresh milk and eggs everyday. Funnily enough, the
cow is forced into the school bus with Varun and
his mother remembers to hand him the hen too.
Varun has a fruit tree as well, which is also carried
FOTOCORP

to school to help him with his daily fruit needs.

Throughout the commercial, Raghubir Yadav
sings a special rendition of Mary Had A Little Lamb
- a folk version by Amar Mangrulkar - that talks
of Varun’s cow, hen and tree. However, towards
the end of the film, the song says that now
(Left) Akali and Mehra with Narasimhan: a dose of healthy food
Varun can do without the three, because with
Britannia Cakes, he gets the benefits of milk, eggs
and fruits.
The TVC has been directed by Shivendra
Singh Dungarpur of Dungarpur Films.
The film puts forth the message that Britannia
Cakes are made from the healthiest of ingredients.
Besides underscoring the ingredient benefits, the
ad also marks a shift in positioning of the cakes,
from an indulgence to a health snack.
Noting that cakes have not been an active or
salient category in mass media, Anu Narasimhan,
category director, health and wellness, Britannia
Industries says, “We went about understanding
what the category barriers and triggers were. And
realised that cakes suffer from being special occa-
sion products and seen as ‘creamy and rich’, and
therefore, not for everyday consumption.”
Hence, Grey was briefed to highlight the nutri-
tional aspect of Britannia Cakes, and place it in a
relevant consumption moment.
Malvika Mehra, national creative director, Grey
India, explains, “There was a very clear brief for
Britannia Cakes. The client wanted to shift it from
a ‘special moments’ indulgence’ to a ‘healthy,
wholesome, everyday snack’ space. We dramatised
the ingredient story and glorified the fact that the
cakes are naturally healthy and wholesome. The
whole film is an interesting product window.”
“Mothers want their kids to have healthier
snacks, whereas kids want delightful foods. There
are few snack-foods that fit the bill for both.
FRQWLQXHGRQSDJH>>

<< FRQWLQXHGIURPSDJH
Silver Side Up
is Kotak Mahindra Bank and not
just Kotak Mahindra. For a financial
brand, this is an opportunity to lift
the brand value and highlight the
attributes of reliability and trust,” he
says.
“Twenty-five is not that big a
deal really. We still are the new kids
on the block, but at the same time,
the campaign signifies all that we
have weathered during the period,”
Marshan adds.
Noting that the 25th year is seen
by many as a milestone in their life,
the strategy of the bank has been to
bring together a human insight and a
corporate brand.
“Twenty-five is a wonderful
age to be. It represents youth, exu-
berance and free spiritedness. We
felt that all the qualities of this age
ought to be desirable in a corporate
brand and saw it as an opportu-
nity. It makes the company a nice
partner to do business with,” says
D Ramakrishna, executive director,
Cartwheel Creatives.
It must be noted that Cartwheel
has been brought on-board by Kotak
Mahindra specifically for this cam-
paign.
The group otherwise works with
McCann Erickson and JWT, but
chose Cartwheel because it did not
want to burden its existing agencies
and was also looking at a slightly dif-
ferent focus.
Another interesting part of the
campaign is that the TVCs will be
aired during primetime for three
hours, through an exercise that is
being called the break bumper. The
The bank, while not known for having
high ad spends, is looking at creating the
maximum impact as it turns 25.
ads are the first ones to be seen as
soon as a commercial break begins,
ensuring maximum eyeballs.
“We understand the viewership
of ads tends to be lower through the
commercial breaks. The bet here is
the break-bumper will ensure 100
per cent viewership, because it will
begin before one can even know the
break has begun,” says Marshan.
“We are cutting into commer-
cial breaks with a pre-break idea.
Channels generally do not take long
ads immediately as a break begins.
These 10-seconders lets us say a lot
of things in a short time,” explains
Natraj Sharma, general manager,
Starcom MediaVest Group.
During the five days (21-25
November) the commercials were
aired on news channels. On GECs,
it began more aggressively after the
weekend, as the viewership on GECs
generally takes a dip on Sundays,
notes Sharma.
Besides the TVCs, a large-scale
print campaign was also launched on
November 21.
This was supported by a fair
amount of outdoor promotions in
the top eight Indian metros, and
engaging exercises through radio,
mobile and the internet.
Kotak Mahindra, while not known
for high ad spends, is clearly looking
to make the maximum impact with a
limited time campaign, at a reason-
able cost.
“Kotak has never been a big
spender on advertising. With this
media strategy, however, we are
looking to pass the relevant mes-
sage in an engaging way, keeping
it impactful and yet inexpensive,”
Marshan says. „
biprorshee.das@afaqs.com

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

 S B H I .
S TA R B H I
I C K E T
CR YEH HAI ASLI

Marketed by
For Advertising - West: Srinivas Kumar, Mumbai. Ph: +91 90046 88194, North:
email: rp@sprintmedia.in.
 WWW.CCLT20.IN
WW

Celebrity Cricket League is an idea to combine cricket and cinema to

produce one sensational mixture of entertainment for the audience. It
is for the first time in India that the film fraternities from South and
Bollywood will battle each other for the coveted top spot à la the
cricket way.

I.
4 TEAMS, 6 LEAGUE MATCHES AND 1 EXPLOSIVE FINAL

The action-packed extravaganza is all set to evoke a sky-high

adrenaline rush; what with so many superstars being seen in one
place, at one time. That they are coming together to not only entertain
and be entertained, but also to be part of the initiative for the next 10
years is the icing on the cake. What’s more, there’ll be an incremental
team participation year on year.

ENTERTAINMENT!
C R I CK E T & S TA R P O W E R

Murali Mohan, Delhi. Ph: +91 80080 11770, South: Snigdha Mulukutla, Ph: +91 97013 33321 K. E. Sharma, Ph: +91 98660 15740
 1(:622+
COCA-COLA AND NESTLÉ

Ice Tea on the Rocks!

Nestea primarily targets young adults who are optimistic, energetic and ambitious. By Ashwini Gangal

T
he Switzerland-based joint-venture
between The Coca-Cola Company and
Nestlé S.A, Beverage Partners Worldwide
(BPW), recently launched Nestea in India.
The lifestyle product has been launched in
lemon flavour and is being made available in an
on-the-go 400 ml PET bottle priced at `25. It will
be available to consumers in Mumbai through
select channels and outlets.
The bottle has been specifically designed to
resemble a sculpture of sorts and mimic an ‘ice
rock’. The tagline of the brand is: Lighten up, with
Refreshingly Light Lemon Iced Tea!
“In India, Nestea will be manu-
factured at the Hindustan Coca-Cola
bottling plant located at Atmakuru in
Guntur, Andhra Pradesh,” informs
Milind Pingle, region vice-president,
Hindustan Coca-Cola Beverages.
The product is being rolled out in
phases and the Mumbai launch is the
first part of this phased launch. Next
year, it will be rolled out across India.
Ricardo Fort, vice-president, market-
ing, Coca-Cola India reveals, “This
is a test launch and in 2011 there will
be a national rollout of the product.
However, I cannot put an exact date
to when the brand will move to other
Indian cities.” Nestea primarily targets
young adults who are optimistic, ener-
getic and ambitious. The company
specifies that Nestea finds a fit with
this trendy audience, as the brand itself
stands for modernity, youth and cur-
rent trends. The launch rests on the rationale that
the culture of consuming iced tea prevails strongly
in India, in part owing to the current café culture.
Explaining the product offering, Fort says,
“Our internal research showed that the on-the-go
pack option for iced tea was missing in the Indian
market. Though people consumed tea in its iced
form, this is the first time it will be available in the colleges, high-end traditional trade outlets and
convenience of a bottle.” multiplexes.
He goes on to explain why this is a good time Besides sampling and BTL (Below-the-Line)
to launch Nestea in India. “The beverage market activation, there will be aggressive OOH (Out-
is growing here. With rural to urban migration and of-Home), radio and print communication.
escalating disposable income, convenience is what Innovative POS (Point of Sale) branding is also
consumers now need,” he declares. on the cards. The authorities inform, TV is not
The upcoming advertising campaign will be on the communication agenda as of now. “Within
loaded heavily in favour of focused and experi- the next two days, communication for Nestea will
ential sampling. This will be done via consumer soar,” informs Fort
activation programmes and road shows at touch Product distribution will cover well-thought of
points populated by young adults, such as malls, outlets, including education clusters, multiplexes,
malls and convenience stores. The
product will be made available in
Milind Pingle
high-end groceries and the focus
and Ricardo
Fort at the
will remain on all high and medium
Nestea launch income localities. Over the next four
in Mumbai months, the brand will be retailed
across 8,000 outlets in Mumbai, and
a total of 50,000 product samples will
be distributed.
While the ad spend figures could
not be determined, it is learnt that
investments will be steered in the
direction of category building and
future consumption channels.
The creative duties are handled by
Pickle Lintas and the media duties by
Lodestar Universal.
Interestingly, the flavour and
packaging vary depending on the
country; the Indian blend has been
created keeping in mind the needs
and tastes of Indian consumers.
The product is already present
in over 60 countries and is available in several
Nestea has been launched in flavours besides lemon. It has a strong presence in
Mumbai as of now and will the US, Canada, Australia, Taiwan, Italy, Spain,
Switzerland, Germany and China. Coca-Cola
be rolled out in rest of India recently launched energy drink Burn and mango-
flavoured milk, Maaza Milky Delite. „
by next year. ashwini.gangal@afaqs.com

<< FRQWLQXHGIURPSDJH
Handle...
With this campaign, CEAT aims
at increasing its market share, which
is currently 14 per cent in the two-
wheeler tyre segment. “This is a very
high growth product category and we
are looking at increasing our market
share,” says Arnab Banerjee, execu-
tive director - operations, CEAT.
He adds that the overall size of the
industry is growing fast. The total
two-wheeler tyre market is about
3 million, with 1.5-1.6 million in
replacement. He says, “The market is
growing by 20-25 per cent, we expect
to grow by almost 40-45 per cent in
terms of volumes.”
The company expects the growth
to come from its category 1 markets,
which contribute about 35-45 per
cent towards the overall growth of the
company. These include Hyderabad,
Delhi, Mumbai and other tier 2 mar-
kets, including Ludhiana, Jalandhar
With this campaign, CEAT aims at
increasing its market share, which
currently stands at 14 per cent in the two-
wheeler tyre segment.
and Bhubaneshwar.
Banerjee says, “The demand
for two-wheeler tyres has gone
up, as people have more choice.
Bike launches are also multiplying;
new players are coming in, such as
Mahindra and Honda, which will
fuel the demand for the segment.”
The company has also taken the
initiative of spreading awareness
about road etiquette. For this, it has
launched a website, www.beidiot-
safe.com, to showcase bad driving,
traffic violations and dangerous road
habits. The objective of this social
initiative is to acquaint the visitor
with different types of idiots, who do
not follow road etiquette and traffic
rules and regulations.
“Companies are increasingly
adopting cause-based marketing, as
it helps the brand, as well as society
at large. We felt that there is a need
to address the road discipline issue,
as India scores the highest glob-
ally when it comes to road accident
deaths,” concludes Banerjee. „
poojya.trivedi@afaqs.com

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

 1(:6$'9(57,6,1*
RELIGARE

Simplifying the Solutions

Launching a major corporate campaign on television, Religare Enterprises attempts to communicate its products and
services through a simple and endearing message. By Biprorshee Das

F
inancial services group
Religare Enterprises,
with its various arms,
felt a need to raise brand
awareness and make its tar-
get audience familiar with its
portfolio of services. Taking
care that the message does not
get lost, Religare has launched
a corporate campaign that will
serve as a comprehensive com-
munication for future product
specific communication, with
an insight that is endearing and engaging.
Designed by the creative partner Ogilvy, the
television commercial is a mosaic of various situ-
ations in life that one can relate with a service
offered by the group. For example, one situation
in the film shows a boy passing a bouquet of flow-
ers to a child - to be given to a girl he fancies. The
child demands something in return for the service
and is offered a chocolate, which implies broking.
Similarly, another instance shows a bunch of
children collecting money and buying ice-cream,
implying mutual funds. To explain insurance, a
couple of children are shown walking in the rain
as one of them carries a raincoat over the other.
Through the film, a music score is played that is
distinctively Indian. The use of children in the film
is a deliberate attempt to keep the ideas simple and
reach a wider audience with an emotional appeal.
Also, showing children from multiple geographies
in a subliminal manner conveys Religare’s pres-
ence beyond India.
The film has been directed by New Zealand
duo Louis Sutherland and Mark Albiston of The
Sweet Shop. The music is by Amar Mangrulkar.
Subhrangshu Neogi, director, brand and cor-
porate communications, Religare Enterprises,
says, “We wanted to tell our target audience and
consumers at large about what we are and what we
do, more than what they already know.
“The communication captures the range of
The use of children in the
film is a deliberate
attempt to keep the ideas
simple and reach a wider
audience with an
emotional appeal.
the group and its various busi-
nesses in a warm and endearing
manner. It attempts to demystify
certain aspects in a slightly more
exotic and yet simple way,” adds
Neogi.
“Religare is a strong brand.
The challenge was to tell con-
sumers that Religare was more
than what they think in the
financial space. There were
many facets and businesses that
came together to make the com-
pany what it is and that had to be communicated
in a humane and simple way,” adds Sanjay Thapar,
group president, North and East, Ogilvy India.
Commenting on the execution strategy, Ajay
Gahlaut, executive creative director, Ogilvy
Gurgaon, says, “We used children to convey the
message because that keeps it light and entertain-
ing. Otherwise, it would get heavy. The music,
too, is an appropriate track for the visuals and an
attempt to keep the mix of both Indian and inter-
national. We are showcasing an Indian company
and hence, it was very important to maintain the
Indian roots.”
The brand campaign will not work in isolation
and will be punctuated by various product and
business specific campaigns. Immediately ahead
are campaigns for Religare’s broking and lending
services.
Being in business for some time now, Neogi
FRQWLQXHGRQSDJH>>

<< FRQWLQXHGIURPSDJH together. You then tend to do many becomes hummable from the first
things that are similar, including try- time you hear it. A new song takes

A Friendly... ing to pick the college or the first job.

song. The song is a remixed version
of the old Hindi film song Gadi bula
rahi hai, Seeti baja rahi hai’, the words
have been tweaked to Yaari bula rahi
hai, Rahein dikha rahi hai in the ad.
To emphasise the value of
friendship, the ad shows how small
idiosyncrasies and habits of these
friends have remained constant over
the years and conversely, the passage
of time has been stressed by showing
a bystander age through the ad.
DOES THE YAARI CARD
WORK?
To hook a bike to friendship is very
cool,” he says, adding, “There are
many layers in execution, some very
well done and some a bit strange.
The pulling up pants scene is a bit
strange. The whole locality celebrat-
ing friendship is nice.”
Quiz him about the song play-
ing in the background and Gupta
responds, “The ’70s sound and feel
of the song may be a bit of a blind
spot. May be there could have been
a more modern song - or at least a
more modern rendition.”
However, he feels that the stress
on mileage gets lost in the overall
mix. “With Hero Honda having such
Dabas: long winding road
speaking about the execution, says,
“Biking is a lot about riding together.
I remember an old One Show ad
headline, ‘Misery loves company.
Bring a friend’. It was for a cycling
championship. Friendship can never
be old fashioned,” he says, adding
that the creative idea is “not bad”.
Upputuru says the execution has
that many more airings.”
Ankur Khurana, associate vice-
president, Orchard Advertising, says,
“I don’t know what the big idea is in
this, or, for that matter, the insight.”
He continues, “The film starts with
something like Jawan style aur dildaar
mileage ke saath...’ and then it is about
bachpan ke woh din. The song sup-
ports the video - but that is it.”
He adds, “I am doubtful if, at the
end of it, one would really remem-
ber the brand name. Splendor has a
character and we need to build on
that and not abandon it completely.
This looks like a wannabe cool bike.”
Finally, Khurana confides that he
is not convinced with the strategy,

F or Naresh Gupta, director, stra-

tegic planning, Dentsu Marcom,
it does. “There is a very evocative
insight in this commercial. Biking
is about bonding between friends,
especially if you have grown up
a strong equity of mileage, there is no
obvious need to stress on it. For me,
friendship is a dominant emotion
and works very well,” he adds.
Titus Upputuru, executive crea-
tive director, Saatchi & Saatchi,
some good moments and explains
that rain has been overused in Indian
bike commercials to heighten emo-
tion. About the revised version of the
old Hindi song he says, “Bollywood
songs always work. The song
adding that the execution is “ok” and
“in control”. However, he adds that a
few nuances in the film look a little
force-fitted - such as the girls laugh-
ing at the man. „
ashwini.gangal@afaqs.com

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

 35(6(176
&$03$,*175$,/
New and notable campaigns across television, print, out-of-home and digital media

TELEVISION

HDFC LIFE SUNFEAST COOKIES IDEA CELLULAR

The insurance company unveiled a new campaign with a new
brand identity to create more relevance and connect with
the youth. The film focuses on ambition and emotions with a
contemporary connect.
Creative Agency: Leo Burnett
National Creative Director: KV Sridhar
Creative Team: Nitesh Tiwari and Rupesh Kashyap
Film Director: E Niwas
Production House: White Onion Films
Re-launching its cookie brand Sunfeast Special Cookies, ITC
reflects core values of shared joy and happiness through
its communication. The campaign showcases a spectrum of
everyday moments of happiness across all age groups.
Creative Agency: Draftfcb Ulka
National Creative Director: KS Chakravarthy
Film Director: Kopal
Production House: Rising Sun Films
As a precursor to mobile number portability, Idea’s ‘No
Idea’ campaign consists of four commercials that address
four mobile service problems – network, customer service,
suitable plans and instant information on balance deduction
through quirky storylines featuring brand ambassador
Abhishek Bachchan.
Creative Agency: Lowe Lintas
Film Director: Amit Sharma
Production House: Chrome Pictures

PRINT
VOLKSWAGEN
BEETLE
With the wedding season
going on, Volkswagen’s
campaign for the new
Beetle talks about how
the car is an ideal gift for
consumers looking to enter
a new phase in their lives.
‘Marriage does come with
its rewards’ is the tagline
SKODA YETI MONTE CARLO for the campaign.
The ad shows how the vehicle is the quintessential super The ads for Alpha, women’s wear brand by Monte Carlo
utility vehicle, capable of driving on all terrains. showcase the product with a take on old tales and legends.
Creative Agency: DDB
Creative Agency: Saints and Warriors Mudra
Chairman and Copywriter: Pushpinder Singh Creative Agency: Bates 141 Chief Creative Officer: Bobby Pawar
Creative Head (Copywriter): Pratim Putatunda National Creative Director: Sagar Mahabaleshwarkar National Creative Director: Rajeev Raja
Creative Head (Art): Mahendra Parab Executive Creative Director: Sambit Mohanty Associate Creative Director: Anshumani Khanna
Art Director: Shrenik Chheda Copywriter: Binoy Sundar Sarkar Creative Supervisor (Copy): Gururaj Rao
Senior Visualiser: Komal Sawant Art Director: Swasti Ranjan Ray Creative Supervisor (Art): Krishna Parkash

OOH DIGITAL
GUZAARISH
The campaign
through the
creatives on
billboards, bus
panels, kiosks
and a mobile
van, displays
the storyline
of the film,
Guzaarish.
TATA DOCOMO
BUSINESS STANDARD A large sized banner ad, representing the virtual homepage
Targeted at premium audiences, the campaign ‘Know more. of the site, slowly extracts and displays the content of the
No less’ gives a 3D effect of a rolled up newspaper on a homepage. The ad conveys that the process of loading
white base. content will be faster with Tata Docomo’s 3G connection.
Exposure: Mumbai, Delhi, Bangalore, Kolkata and
Ahmadabad.
OOH Agency: Posterscope Exposure: Mumbai Creative and Media Agency: Interface
Creative Agency: Doosra OOH Agency: Bright Outdoor Media Exposure: Indiatimes.com, Sify.com and MSN.co.in

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

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

 BIHAR: A NEW AWAKENING
THE RISING SUN ON THE FIRMAMENT OF GROWTH
Looking forward to a more stable, brighter future the state is standing on the cusp
of development. This marketing initiative track the winds of change...

of the modern science of Economics -- lived

in Bihar. Buddhism – one of the most
devoutly followed religions globally also has
its roots here.
Since the time of India’s strug-
gle for independence, Bihar has been an
integral part of the political mesh. The state
            
Prasad and many other political heavy-
weights like Jayaprakash Narayan.
Since ancient times, politics and admin-
istration have been ingrained in the social
milieu of Bihar. It is a widely known fact
that a large number of candidates from,
or having association with the Bihar have
been taking the Indian Administrative
Services (IAS) exam conducted by the
Union Public Service Commission every
year. According to some estimates till

B
ihar – the state witnessing a turna- Let us get to know Bihar -- the new January 2009, the country produced
round, is standing on the threshold growth engine -- from some closer quar- !"#$ % &
  ' & *
 

of growth and development and is ters. The state gets its name from Vihara,  + 
 
  //13 % &-
bracing to regain its historic glory.
Not much is known about the state which
has always been in the forefront for wrong
reasons – the kidnapping industry, impov-
erished people and dubious caste politics.
There’s more to Bihar than what meets the
eye.
The state has been showing impressive
growth since last few years. Bihar state GDP
has shown impressive double digit growth
which means an ‘abode’ in Sanskrit. In ers accounting for 26 per cent of the total
the ancient and the medieval periods, the candidates selected.
region encompassing the present state Whether for good or for bad, Bihar has
was dotted with the abodes of Buddhist always been known for its people. Not
monks. The geographical region historically many might know that Biharis have gone
comprised Anga, Mithila, Magadha and places, literally. Besides their home state,
Vaishali as the four major territories and Biharis can be found throughout North
had been the world famous centre of power, India, West Bengal, Maharashtra and also
learning and culture. It was from Magadha in the neighbouring countries of Pakistan
  
 
 
 
  
 and Bangladesh.
(see table). “The construction sector and empire originated. Natives of the state travelled to various
the overall trade is driving growth in the The region produced rulers who devised parts of the world in the 19th century to
hitherto underdeveloped Bihar,” said J.K. a system of administration known to be serve as indentured labour on sugarcane
Sinha, Senior Jt. Director, Directorate of the root of the modern art of statecraft and and rubber plantations. Countries like
Statistics and Evaluation, Government of its bridging with economics. Kautilya, the Guyana, Surinam, Trinidad and Tobago,
Bihar. 
  

   
 
  Fiji, Mauritius and South Africa have large

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

 BIHAR SECTION

ADVT.
populations of Biharis today. festivals celebrated throughout the state.
Mauritius the country that has been Other than the festivals, the creative
recently named the top tourism brand genius of Biharis has got global recogni-
in a study by FutureBrand 2010 has its tion through handicrafts like Madhubani
President, the Prime Minister and majority paintings. The origin of these paintings
of its cabinet members having cultural asso- is wrapped in antiquity. Historically, this
ciations with India and especially Bihar. style of painting started at the time of
Bhojpuri, the language spoken in Bihar Ramayana, when King Janak commis-
 5    & 5 5  
island nation.
 
% :

According to media industry experts,
while the language is spoken by 200
million people in India, around 100 million
Bhojpuri speakers are in foreign countries
like Mauritius, Fiji and Surinam.
sioned artists to make paintings for the

BIHAR STATE GROSS Traditionally, women of villages in
DOMESTIC PRODUCT Madhubani district have been making
these paintings. Originally done on freshly
As against popular belief, Bihar has done plastered mud walls of the houses, these
fairly well on the growth front since last
brighty-coloured paintings are now done on


 

cloth, handmade paper and canvas and are

Year SGDP famous worldwide.
2004-05 75.61
Celluloid as Canvas
2005-06 81.68
Bhojpuri cinema, another famous export
2006-07 101.5 of the region, is gaining popularity and
2007-08 118.35 huge fan-following all across. It is giving
2008-09 145.02 Bollywood, a run for its money in some
2009-10 172.14 territories. The popularity of the regional
language cinema can be gauged from the
Source: Directorate of Statistics and Evaluation
Nalanda University: Centre of excellence Government of Bihar &5; 5 5
annually has doubled from 50 few years
Celebrating Culture Chhath is one of the most popular festi- back to about 100 this year.
More than the natural resources, any vals celebrated by Biharis. For this four-day =       ;> &
place is known more for its people and the festival, men and women fast for the wel- &55& + 5 ''55 
way they celebrate culture. Indians have an fare of their families and the society at 125 crores per annum,” said the spokesper-
international repute of celebrating multiple 5   5   & 5   ' son of the Bihar Jharkhand Motion Picture
festivals that add a distinct zest to their counts the most, to celebrate this festival, is Association. The biggest customer base of
lives. Like all other Indians, people in Bihar  7 %   8  +  5    +   *   
also believe in celebrating various religious Sankranti, Eid, Muharram, Mahavir Jayanti as well as Mumbai, having sizeable migrant
and cultural festivities. and Buddha Purnima are some other major population from the Hindi-speaking belt.
+  5 5  ; 8 ;  
West Bengal, Punjab and Gujarat, which
are also home to migrants from the state.
In this article we tracked the overall
changes sweeping the state of Bihar. The
following articles in this series will focus
on Bihar as a market and its people as
indulgent customers of various goods
and services. „

afaqs! Reporter, December 1-15, 2 0 1 0 27

 1(:6%7/
L’ORÉAL

Reveal Your Talents

The cosmetic company has launched an e-recruitment initiative to tap Generation Y. By Poojya Trivedi

T
he Indian arm of the French cosmet-
ics company, L’Oréal, has announced the
launch of the second edition of Reveal,
which is a unique recruitment initiative. Reveal is
an interactive e-recruitment platform, that encour-
ages students to test their managerial skills through
a series of multiple-choice questions on key busi-
ness functions.
“L’Oréal is focussed on recruiting diverse tal-
ent, and for that, it is important for us to have
unique ways of attracting people,” says Mohit
James, HR director, L’Oréal India.
He adds, “We hire a lot of young people, the
Gen Y, and they have a very different mindset.
So, the purpose of this recruitment practice is to
understand them better, find out what they are an interactive session where shortlisted students The company is promoting this game through
good at and evaluate them on those strengths, are invited to explore the company. This includes its Facebook page. It is also communicating
rather than doing it the typecast way.” different functions at L’Oréal, career opportunities directly with business schools through mailers
Designed for students of all disciplines and and various products of the company. and student forums, apart from visiting campus-
backgrounds, Reveal is an online experience that The first edition of Reveal, which concluded es such as Mudra Institute of Communications
enables participants to problem-solve in a virtual in September, reached almost 1,000 students in 84 Ahmedabad, Indian Institute of Management
L’Oréal work environment. It also gives candidates colleges, primarily the B-schools of the country. Lucknow, Management Development Institute,
personalised feedback, as well as the chance to be “The initiative serves two purposes. First, they Faculty of Management Studies Delhi, SP
interviewed by the company - an opportunity to (the participants) get a peek into the world of Jain Institute of Management and Research
potentially fast-track through parts of the recruit- L’Oréal. Second, they also get into cross-func- and Narsee Monjee Institute of Management
ment process. tional mode. Some discover where their strengths Studies.
In the online strategy game, players move lie - the areas they are good at and which function Globally, the company has a gender ratio of
through the various levels as management trainees they want to take up,” says James. 43:57 (male:female); whereas in India, this figure
working on virtual projects. Along the way, they stands at 69:31.
solve different business tasks across departments
such as finance, sales, marketing, operations and
Designed for students, In 1993, the company started with a glob-
al management game called Brandstorm, as a
research and development. Reveal is an online recruitment tool.
The goal is to complete various challenges with Brandstorm is an on-campus game for those
maximum scores. The game takes a minimum of experience that enables interested in the marketing function. Till date,
48 hours to complete. more than 50,000 people have taken the test across
On successful completion of the game, the can-
participants to problem- 43 countries. In 2010, around 7,100 students from
didates stand a chance to meet L’Oréal executives,
receive hands-on experience with L’Oréal and an
solve in a virtual L’Oréal 221 universities across the globe participated in
the game. „
invitation to an exclusive event - B-Revealed and work environment. poojya.trivedi@afaqs.com

for Britannia Cakes. benefit. However, he wishes that the

<< FRQWLQXHGIURPSDJH
Delicious...
Britannia Cakes do and hence, were
positioned as the bridge between
the mother and the child. We then
realized that mothers did not exactly
know why cakes were good for their
children, which is why they did not
actively include them in their lives.
This TVC just adds granularity to
the Britannia Cakes partnership, by
giving it a context and a clear rea-
son,” elaborates Amit Akali, national
creative director, Grey India.
The current film follows
two other campaigns done by
Grey in 2008 and 2009, Devil
Mom and Smiley, respectively,
THE HEALTHY OPINIONS
W hen approached, creative
experts had a kind word for
the commercial, mentioning that the
purpose at hand is well served by the
execution.
“I saw this ad while watching TV
with my kids. The first time they saw
The ad shifts the positioning of the cakes
from an indulgence to a health snack.
it, they grinned. The second time it
came on, they started humming the
song. At the end of the programme,
they asked their mom to pick up
some cakes on her way home. Do
you still need an opinion?” exclaims
Nilesh Vaidya, executive creative
director, Euro RSCG India.
While stating that the film works
well, Vaidya adds that from a crea-
tive perspective, it is an engaging and
sweet way to put across the product
execution was slicker.
Rahul Jauhari, national creative
director, Pickle Lintas is of the view
that visually, the ad could have been
simplified.
“That the cakes are full of good-
ness comes out clearly. I guess the
harping on the ‘goodness’ is an
attempt to make it a daily habit. The
idea is simple; but visually, I felt
there is a bit too much happening
and could have been simplified,” he
says.
Surely, the jingle cannot be
missed and like Vaidya, Jauhari too
notes that it serves a significant pur-
pose in the film.
“If you ask me, the film will stick
if the jingle sticks,” he says. „
biprorshee.das@afaqs.com

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

 32,1762)9,(:
Will Newspapers Reach Profitability With
Niche Papers?
If newspapers get into specialised content to cater to a specific set of readers and advertisers, can they find
audience? And profits? By Anushree Bhattacharyya
0$+(6+:(53(5, %+$5$7.$3$',$ 1$9,1.+(0.$ 5$-,9*23,1$7+
President and Publisher, Outlook Group Director, Lokmat Group Senior VP, ZenithOptimedia COO, Madison Media Infinity
SUSHIL KUMAR

SUSHIL KUMAR

IF THERE IS A PREDE- TODAY’S READERS ARE
FINED READERSHIP FOR BOMBARDED WITH
A NICHE EDITION, IT NEWS FROM ACROSS
SHOULD PROVE TO BE PLATFORMS, WHICH
A PROFITABLE INVEST- IS WHY A PUBLICA-
MENT - BUT ONLY OVER A TION THAT PROVIDES
SPECIFIC TIME PERIOD. NEWS OF THEIR
However, such publica- interest is always a preferred
choice and it can be profitable as
tions cannot survive solely on
well.
the basis of advertiser inter- However, such newspapers
est. It has to retain the main shouldn’t make the mistake of
paper’s editorial guidelines running after a high circulation
figure as long as they are reach-
even in the niche paper so
ing out to their core target group.
that the latter’s content is not But when it comes to adver-
governed by advertisers. tisers, the publications have
Besides, I don’t think such to broaden their approach. For
example, a newspaper publica-
niche newspapers can survive
tion might launch a paper on golf,
independently and have to which is of niche interest, but
be distributed along with the the newspaper could have adver-
main paper. tisers from all categories be it
luxury or financial.
YES, THERE IS POSSIBIL-
ITY FOR NEWSPAPERS
TO REACH PROFITABIL-
ITY. BUT THESE NICHE
DAILIES HAVE TO BE
RESTRICTED ONLY TO
THE EIGHT METROS
where there is a demand for
differentiated content.
For a choice of subjects,
newspapers could be guided
by specialist magazines.
Classic examples of such
niche newspapers are The
Crest and the Speaking Tree,
introduced by The Times of
India. The Crest is priced at
Rs 10 and is targeted at the
high end readers. It’s a heavy
paper with lots of information
while the Speaking Tree has
a cover price of Rs 2. Thus,
both cases very well reflect
that the consumer is now
ready for content which caters
to his or her area of interest
and price is not a big factor.
FOTOCORP
IT WOULD DEPEND
ON THE SUBJECT. IF
A NICHE NEWSPAPER
IS TARGETED AT THE
YOUTH, IT MIGHT NOT
SUCCEED AS THERE
IS TOUGH
competition from the digital
media category.
The publication has to be
very careful in selecting the
subject. If the subject falls under
the first circle of influence for
the reader, it will have greater
chances of succeeding than the
subjects under the second circle
of influence. For example, auto
and housing would be in the first
circle for males while child devel-
opment will be in the second
circle. Niche areas, which fall in
the second circle of influence, are
less likely to succeed.
Similarly, a youth would
anyway get his information on
mobile and music from the net.
Therefore, such subject areas
might not work. But if it’s a
publication on education, which
provides tips on cracking the
board examination, it might work.

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

 1(:6',*,7$/
FACEBOOK

Trying Out
The site is set to roll out a new messaging system that will enable users to create an e-mail address
‘@Facebook.com’. Will it hurt e-mail services? By Kapil Ohri

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

Expanding the Footprints

Following the tie-up, Zapak will also support the launch of CN Coins game cards, the first ever Toon currency
designed for the youth gaming space in India. News Bureau

T
urner International India has closed
an exclusive deal with Zapak Digital
Entertainment to market and distribute
Cartoon Network’s popular multiplayer online
games, Ben 10 Omniverse: Rise of the Heroes
(www.ben10.net) and a brand new version of
the hugely popular Toon Football (www.toon-
football.com).
Zapak has tied up with Cartoon Network
because of its strong presence in the industry.
Turner is expected to leverage Zapak’s strong
promotional channels to expand the reach of
Cartoon Network’s online gaming experience
in the country.
Zapak will also support the launch of CN
Coins game cards, the first ever Toon currency
designed for the youth gaming space in India.
CN Coins will be available at more than 100
outlets of Zapak Gameplex, Zapak’s gaming
café network, along with 500 other private cafes
across 35 cities in the country.
As the exclusive marketing and distribu-
tion partner for CN’s games, Zapak will
provide significant ongoing support to Ben
10 Omniverse: Rise of the Heroes and Toon
Football via promotional activities, gaming
tournaments and customised retail promo-
tions across Zapak Gameplexes and the private
cafes. Zapak will promote the two games
heavily on Zapak.com and is targeting kids in
the age group of 7-15 years.
Sharma, chief executive officer, digital busi-
“The kids aged ness, Reliance Big Entertainment, says, “The
kids aged 15 years and below contribute to
15 years and more than 20 per cent of traffic on Zapak.com.
below contrib- They serve as one of the stickiest users on the
ute to more site. Ben 10 is an extremely popular CN Toon
Star amongst kids in India, while the sports
than 20 per cent genre has always been one of the most popular
of traffic on genres of gaming.
Zapak.com.” “Hence, this partnership with Turner
will offer the very best to our growing kids
ROHIT SHARMA segment. With the launch of the first time
ever Toon currency, CN Coins game cards,
we believe that it will give the smart kids in
In addition, Zapak will also act as a premium India a chance to manage their transactions
payment partner, integrating the games into wisely.”
payment channels including credit and debit Benjamin Grubbs, executive director,
cards and electronic coupon purchase (called Turner Entertainment Interactive Media
CN Coins) in its Gameplexes and at its online and general manager, TurnOut Ventures,
payment gateways. says, “India is a priority market for us -
Commenting on the partnership, Rohit so our partnership is a win-win for both
Turner and Zapak. The alliance expands the
distribution of Cartoon Network games and
Turner will leverage associated payment options as it leverages
Zapak’s enviable network of promotional
Zapak’s strong promotional channels. We’re already enjoying some of
channels to expand the the highest game plays and web traffic in
the region coming from India - so we look
reach of CN’s online gam- forward to welcoming even more players to
our sites.” „
ing experience in India. feedback@afaqs.com

<< FRQWLQXHGIURPSDJH potential of the film comes from the

point that the vignettes are stories
Simplifying... that are glimpses of everyday life,
things that we all have either done or
can relate to, and the music, visuals
says that while the campaign could and idea work well together.
have been done earlier, Religare Sandhya Srinivasan, managing
wanted to evolve as a brand and reach partner and chief strategy officer,
inflection point by attaining a certain Law and Kenneth, is slightly more
SUSHIL KUMAR

size and scale. critical. “Most corporate ads have

Given the footprint that the brand
has in the country, the current cam-
paign will be led by television and
supplemented with cinema, outdoor
and online - and limited usage of
print. The media duties are handled
by Lintas Media Group.
SIMPLE THOUGHTS
vignettes and convey the portfo-
lio, so this was obviously done to
(Left) Neogi, Thapar and Gahlaut: simplifying the brand communicate the expanse of the
brand. Sometimes I do wish cor-
emotional hook for the target audi- recall,” says Arora. porates did something dramatic...
ence and does a good job at it. “The strategy lies in the univer- very unlike the codes. Refreshing
“The insight is simple, yet mem- sal insight of how we all react to maybe,” she says.
orable. The idea to show kids to numbers and finances - it is always a Srinivasan is of the view that the
amplify the ease of financial services complex and complicated area of our film is one of the many that use

R esponses to the film have been

mixed. While the insights and
the execution work for a few, some
is heart warming and the use of the
logo as an integral part of the film
adds to the desired output of brand
lives. To show just the opposite is a
welcome relief,” he adds.
According to Arora, the recall
warm, fuzzy stories and does not
look very striking initially.
“If I look closely, some of the
are of the view that it is time for situations are fresh and cute. I still
corporates to think beyond tried and
tested methods.
The challenge of the campaign was to believe something deep rooted,
possibly purposive, would be more
Harish Arora, ECD, Dentsu India tell consumers that Religare is more than effective, memorable and enjoyable,”
thinks that the film works on an she says. „
what they think in the financial space. biprorshee.das@afaqs.com

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

 A
product category that did not exist 15 years ago is now among India’s
top ad spenders. Last year, 2009-10, telecom marketers spent an
estimated `1,400 crore in communicating to their consumers.
According to media agency Mindshare, about `1,000 crore went into
television with print getting `195 crore and radio `104 crore. Mindshare
estimates digital spends of about `30 crore and industry estimates peg out of
home budgets at another `100 crore, taking the total to around `1,400 crore.
Now that 3G is upon us and is expected to change the telecom business
in a fundamental way, will it also affect the nature of the media plan?
3G will be a big business as evidenced by the fact that seven private
players bid and won licences across all the 23 circles in India, paying
over `65,000 crore between them. These seven include Vodafone, Bharti
Airtel, Reliance, Tata, Aircel, STel and Idea Cellular. MTNL and BSNL
introduced 3G last year but failed to create much buzz.
People in the telecom business are both excited and nervous about what
3G could mean. All of them have been brought up in the ‘voice’ era and
are trying to adjust to the reality that growth will now come from ‘data’
(that is, everything other than voice). To complicate matters, there isn’t
a single telecom player who has got a 3G license across all circles. Pricing
and service delivery will be a complex issue. Some form of collaboration
between service providers across circles seems inevitable.
There is excitement because, in the simplest terms, 3G will enhance
the mobile telephony experience. In voice, this means greater clarity and
fewer call drops while in VAS (value added services) 3G spells efficient
interactivity on the move, with outstandingly fast speed for internet access,
downloads, photos and video sharing and more.
afaqs! Reporter attempts to decode what 3G will mean for telecom
operators and consumers, and how that might change the nature of
marketing communication.
A

People in the telecom business are

both excited and nervous about what
3G could mean because all of them
have been brought up in the voice era.

WHOLE NEW WORLD

I n just 15 years, mobile telephony in India has been through a lifetime. In

the early days, the task was to educate consumers about easier mobility
and talking on the go, which later became a fight to gain critical mass and
penetration. The coming of Reliance opened up the market for the com-
mon man. Unrelenting competition brought rates down, making India one
of the most affordable mobile telephony markets in the world.
As rates fell, telecom service providers turned to other forms of earning
revenue, known in the business as VAS. Though technically a part of VAS,
peer to peer SMS (that is, messages from one consumer to another) is low
value and not much of an improvement over voice. Of the rest, the only
other VAS service to have really taken off is ringtone downloads.
The one recent exciting development is the mobile web which has
grown by over 300 per cent in the last 12 months. Beyond that, the success
of VAS has been limited.
It is currently a pale reflection of what it ought to be: one may talk
of cricket, Bollywood and ‘Astro’ alerts but these are just ‘scratching the
surface’ variety of applications.
In a voice-dominated business, VAS currently contributes around 10-12
per cent of the total revenue. According to telecom analyst Kunal Bajaj,
director, Analysys Mason, VAS’ share is expected to reach 20 per cent by
end of 2014, with the average for the 3G user being higher than the one
using 2G.
Experts believe 3G will be more about enhancing the VAS experience.
“Voice clarity will be slightly better, but it won’t be much of a discernible
difference for a consumer,” reckons Mahesh Prasad, president, Reliance
Communications. “Speed is where 3G will make a difference,” he adds.
Punitha Arumugam, group CEO, Madison Media, which handles the
Airtel media account, adds that 3G won’t increase the now stable voice
What it means for the telecom business and revenues “for sure”. “In fact, fewer call drops means I won’t land up calling
TIFFIN BOX

how it might change the nature of advertising the same person ten times, so hey, where’s the revenue?” she quips. “As
far as 3G goes, the excitement around VAS is what will lead to revenues.”
in one of India’s largest spending categories.
By Devina Joshi
3388 afaqs!s!! Reporter,
Repor
p ter
er, D
e December
e mbe
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1-15,
-15
15
5, 2 0 1 0

TG FOR 3G
P opular notion has it that 3G is aimed at only the top 10 per cent of
the subscriber base. Within this, media planners predict that youth
and business executives will adopt 3G quickly, and should be ide-
ally targeted. The typical ARPU (Average Revenue Per User) today
is around `200 per month but for the top 10 per cent it is about
`900-1,000. College students are tech savvy and will guide growth
in mobile social networking but many others don’t know how to
use data services and will need to be guided through marketing
communication.
“3G won’t be cheap at all,” states Kapil Arora, senior vice-president and
country head, Team Vodafone at Ogilvy India, because the government has
offered a limited amount of spectrum and companies have paid a fortune for
it. Players cannot afford to ‘massify’ it.
However, another school of thought says targeting just the crème de la
crème won’t work - 3G after all, is not a service in itself, but a technological
enabler of services. Which socio-economic strata are targeted could well be
an equation of the mix of services a telecom operator chooses to promote on
the back of 3G.
Telecom analyst Mahesh Uppal prophesies that in the initial stages, the
top end would be the ideal TG as it is more familiar with gadgets and data
services. But elements like Bollywood, cricket and religion generate huge
interest, so in small towns perhaps 3G can help capitalise on the craze for such
information and entertainment.
Low-spend consumer in small-town India could be enchanted because
they can’t get enough of big-town India. “If 3G can be a facilitator on that
count, it will excite all of India,” thinks brand consultant Harish Bijoor of
Harish Bijoor Consults. If the price is right, it could get in people who have
never gone online leapfrogging to use the mobile web.
Another marketing consultant, Delhi-based Samit Sinha, in fact thinks
that “the moment we have mobile phones giving an enhanced experience and
bigger screens, things will explode. The internet consuming population on
mobile phones will probably double overnight!”
It may be realistic to assume a ‘3G for all’ scenario, the way tariffs are
getting competitive already, with the launch of Docomo’s 3G service at 0.6
paise per second. “It won’t be a terribly niche technology. There will be
substantial numbers. It isn’t just about better data services; it is also about
leading to the spurt of better devices, larger screens and applications. So, the
3G reach will be better as affordability and devices get better,” says telecom
analyst Bajaj.
PRICING: IT’S ALL ABOUT MONEY
I n 2008, it was assumed that the top 15 per cent of the subscribers would
turn to 3G within five years of launch. That figure is now being revised
to about 20-25 per cent. As time passes, the belief that 3G is unaffordable
is being questioned and market forces predict that competitive pricing will
WHAT’S THE BIG DEAL?
$ORRNDWVRPHRIWKHVHUYLFHV*KRSHVWRHQKDQFH«
&29(56725<
shape its future. There will be bundled offers - appli-
cations for free, advertising of co-branded handsets
and devices (like music devices).
Prashant Gokarn, senior executive vice-president,
Reliance Communications (which will roll out its 3G
services by 2010-end), says that services on 3G will be
for every class of consumers. The latest music video
by a popular artiste will cost more than a low resolution
Hindi song video, for instance. There will be affordable
services for the lower classes and the media mix will vary
accordingly.
3G poses different challenges for newer and well established players.
While established players struggle to get their high-end subscribers to warm
Targeting just the crème de la crème
may be limiting - 3G after all, is not
a service in itself, but a technological
enabler of services.
up to the concept, newer players might bleed a little more as they try to get
the higher revenue subscribers to migrate to them, especially in view of
imminent number portability.
Affluent and perhaps urban audiences will like a good mix of entertainment
and utility services, while the less privileged and rural audiences will prefer
mostly utility services, feels Ravi Kiran, the outgoing CEO, Starcom
MediaVest Group, South Asia.
There will be affordable services meant for the lower SECs as well - today,
3G-enabled handsets are available at price points as low as `1,900. Clearly,
3G need not be a premium offering; if a customer sees value in it, he will
pay for it.
WHAT IT MEANS TO ADVERTISING
H ow will all of this change the nature of telecom advertising? A lot of
layering will be involved when one talks of the manner in which 3G is
presented to the public. Telecom experts agree that educating people about
3G is extremely important, and the initial stages of communication perhaps
ought to be about the general experience of 3G without getting too technical.
A prime job will be to make current 3G-enabled handset owners under-
stand what they can do with 3G, and convince non-believers - or who are
unaware - to make the switch.
Abdul Khan, senior vice-president, marketing, Tata Teleservices, feels the
advertising should highlight access to entertainment whenever and wherever
one wants at mind-blowing speeds.
“Communication will be more about the services mix one uses,” he says.
3G will encourage telecom players to increase their allocation for online and
mobile advertising significantly.
Arumugam of Madison Media says it is difficult to predict media plans
since these will depend entirely on a marketer’s game plan. “There will also
be a big push on experiential marketing, since a lot of 3G service benefits will
z (QWHUWDLQPHQW ZLOO LQFOXGH PRELOH 79 OLYH 79 FKDQQHOV RQ PRELOH SKRQHV LQWHUQHW need to be demonstrated person to person,” opines Kiran of Starcom.
VXUILQJVRFLDOQHWZRUNLQJYLGHRDQGVRQJGRZQORDGV So the judgement at this stage on how telecom operator’s new media plans
z 5HOLJLRQ ZLOO EH DERXW ZDWFKLQJ OLYH $DUWLV ZKLFK VKRXOG ILQG WDNHUV LQ VPDOO will look: television will continue to be the driver medium with support from
the print.
WRZQV
However, as telecom operators try to reach the young as well as business
z 9LGHRFDOOLQJDQGYLGHR606LQJZLOOEHDOODERXWEHLQJDEOHWRZDWFK\RXUORYHGRQHV executives to build the early mass of 3G converts, spends on online media,
DV\RXLQWHUDFWZLWKWKHP mobile advertising and experiential media will increase significantly. „
z 2QWKHYRLFHDVSHFWRQHFDQH[SHFWOHVVWRQHJOLJLEOH FDOO GURSV YRLFH FODULW\ OHVV devina.joshi@afaqs.com
QHWZRUNFRQJHVWLRQ
z * ZLOO SXVK WKH OLYHVWUHDPLQJ PXOWLPHGLD H[SHULHQFH 7KLV ZLOO LQFOXGH YLGHR (Based on interviews with Abdul Khan, senior V-P, marketing, Tata
PXVLF RQ GHPDQG LQWHUDFWLYH YLGHR VHUYLFHV PRUH LPPHUVLYH JDPLQJ H[SHULHQFHV Teleservices; Anand Halve, director, chlorophyll; Harish Bijoor, brand
PDSEDVHGORFDWLRQEDVHGVHUYLFHV%ROO\ZRRGFOLSVWUDLOHUVLWHPQXPEHUVDQGFULFNHW expert and CEO, Harish Bijoor Consults Inc; Kapil Arora, vice-president
EDVHG FRQWHQW <RX7XEH VRFLDO QHWZRUNLQJ DQG SRVVLEO\ DGXOW VHUYLFHV DOO DW IDVW and country head on Vodafone at Ogilvy India; telecom analyst Kunal
Bajaj, director, Analysys Mason; Mahesh Prasad, president, Reliance
VSHHG
Communications; Mahesh Uppal, telecom consultant; Prashant Gokarn,
z ,QUXUDODUHDVRUVPDOOWRZQVORFDWLRQEDVHGVHUYLFHVUHODWHGWRZHDWKHUWUDIILFOLYH senior executive vice-president, Reliance Communications; Punitha
FRPPRGLW\DQGVWRFNSULFHVPRELOHHGXFDWLRQFXVWRPHUVHUYLFHWHOHPHGLFLQHDQGVR Arumugam, COO, Madison Media; Ravi Kiran, the outgoing CEO,
RQZLOOJDLQPRPHQWXP Starcom MediaVest Group, South Asia; and Samit Sinha, managing
partner, Alchemist Brand Consulting).

afaqs! Reporter, December 1-15, 2 0 1 0 39

 1(:63(23/(
'(),1,1*020(176 TATA TELESERVICES

The Magic Hat

An OOH innovation by Milestone Brandcom promoted the
The One brand’s latest offer of free talk-time on the purchase of a
handset. By Poojya Trivedi
Company
I
ndia’s No. 4 mobile carrier, Tata communication and created intrigue

Man
Teleservices, recently rolled out
an out-of-home campaign in
western UP to promote its latest
offer - free talk-time of 2 lakh sec-
onds on purchase of a handset for
`2,000.
The company’s OOH agency,
value, resulting in quick awareness
and buzz in the city.”
Milestone Brandcom has execut-
ed the campaign in cities such as
Meerut, Dehradun, Agra, Bareilly
and Aligarh, among others. Notably,
striking innovations have been put

I Venkat and Eenadu have grown together which makes it very difficult to
separate the defining moments of I Venkat’s career from those of the Telugu
news daily.
Milestone Brandcom came up with
the idea of showcasing this commu-
nication through a magic hat.
up in Meerut and on the Delhi-
Meerut Highway - NH 58.
The agency has also used gan-
Venkat, who has spent around 40 years with one company Eenadu, has held A dummy 3D cut-out of the tries, unipoles and billboards for the
only three positions there – trainee, ad manager and director. afaqs! Reporter phone was placed inside a hat. With campaign to connect with a wider
traces the turning points in his life. the help of a motor, the phone was audience in the region.
pulled out of the hat, while the UP West is one of the most
Fate kept me in India: After my graduation, I was planning to move
to San Francisco to pursue a course on business. But some issues with
my sponsorship cropped up and I had to stay back which turned out to
be a defining moment in my career.
I enrolled in a law college and it is then that I was introduced to
Ramoji Rao, who owned Kiran Ads. I joined the agency as a trainee
in 1970 and worked there for four years, until Eenadu was launched.
In 1974, I moved to Vishakhapatnam as an ad manager for Eenadu. In
1986-87, I was made the director on the board of the company.

Experience was learning: When we started the journey at Eenadu, we

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

New innovations: In the next few years, we tried several inno-

vations which turned out to be the defining moments for me
and Eenadu. In 1987, Eenadu was the first newspaper to execute
A dummy 3D cut-out of the phone was
the idea of ‘district newspapers’. Similarly, Eenadu was the first placed inside a hat which, with the help of
in the country to launch a coloured page exclusively for women
(Vasundhara in 1992) at the time when newspapers were consid-
a motor, was pulledout of the hat.
ered to be mostly read by men.
Post the electronic boom in 1995, Eenadu was the first newspaper actual colour handset was shown to important circles for telecom brands,
group to start an infotainment channel - ETV and my passion was back- consumers. This gave the impression with Meerut being the shopping hub
end operations. Back then, only a few channels existed including Zee, that the phone had come out of the in the region.
Sun and Star. I am the only guy who has been in a newspaper and in magic hat. The telco recently rolled out the
TV through and through and has held both the portfolios at the helm! The company created one inno- ‘2,000 main milengi 2 lakh ki khushiyan’
Also, everything was under one person- scheduling, billing, accounts, vation at the Begum Bridge, which offer. As per the offer, on purchase of
marketing, collections, selling. My colleagues used to say I’m the head connects Meerut with surrounding a new colour FM handset and a first
cook to the bottle washer. Handling a dual role at Eenadu was another cities and villages, and on the main recharge of `1,000 (thus, the effective
defining moment of my career. junction of the city. The innovation price for the offer is `2,000), custom-
cost approximately `1.5 lakh. ers would get free talk time of 2 lakh
Of late: Since the last two years, I’ve deliberately been lying low as Prashant Mishra, management seconds and 50,000 free SMSes.
far as the day-to-day operations at Eenadu are concerned; I spend my supervisor, Milestone Brandcom, The OOH duties for Tata
morning hours at The Nimmagadda Foundation (Hyderabad), an says, “The idea was to create the Indicom, which comprises three
NGO which focuses on children’s health and education. ‘wow’ factor on a larger-than-life businesses - CDMA, Photon and
Professionally, my main responsibility is the development of a new billboard at busy Begum Bridge, Walky, are handled by Milestone
back-end software system that will be up for sale to other newspapers Meerut, which is the lifeline of the Brandcom. Madison’s outdoor divi-
early next year. For me, Eenadu is a case of jeena yahaan marna yahaan, city. We created a magic hat, which sion - MOMS, handles the OOH
iske siva jana kahaan! „ was a backlit execution, connect- duties of Tata Docomo. „
As told to Ashwini Gangal ed the audience with other media poojya.trivedi@afaqs.com

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

 1(:6',*,7$/
GOOGLE
Sridhar Seshadri, head, online sales, Google

Going Local
The search giant plans to launch local-language call centres and appoint more
India, reveals, “We will inform SMEs through
direct mails and conduct 100 road shows or
on-ground events across 25 cities, such as
Jaipur, Surat, Ahmedabad, Ludhiana, Cochin
and Tirupur in the coming year to inform and
educate local marketers on how they can utilise
and leverage Google AdWords for their busi-
sales partners to increase AdWords users in small towns. By Kapil Ohri ness.”
To extend reach, the search firm will also

G
oogle India is beefing up its efforts to rope
in more local advertisers for AdWords,
the online advertising program that helps
marketers to serve ads (as sponsored links) on
Google’s search results page.
For this purpose, the company has decided
to set up new local-language call centres, which
would contact, communicate with and teach the
usage of AdWords to marketers, especially small
and medium enterprises (SMEs). Google will
also establish its physical presence across various
towns and cities in India.
The internet firm has already set up a new call
centre (inbound and outbound) in Hyderabad,
which will provide regional language - Telugu,
Tamil, Kannada and Malayalam - support to
SMEs or marketers in the southern region for its
AdWords program.
However, this is not Google’s first customer
care centre for AdWords in the country. Its first
call centre went live in early 2009 in New Delhi,
from where it provides AdWords support in
English and Hindi. The company claims that it
handles calls from about 1,000 advertisers daily at
its New Delhi call centre.
Over the next few months, Google plans to
launch more call centres in other parts of India,
providing assistance in Bengali, Oriya, Gujarati
appoint more AdWords sales/reseller partners
in various cities in India. “Anyone or any local
organisation -- technology or web development
firm, search marketing company or digital agency
- can become a partner for AdWords. It is like a
franchise system,” says Seshadri.
He adds that the role of the partner would be
to “help us reach or fetch more local marketers,
without the physical existence of Google in the
“Partners will be local areas. They can organise on-ground events
free to offer other and contact advertisers directly.”
value-added, web “Partners will be free to offer other value-add-
ed, Web related solutions to advertisers, whom
related solutions they will rope in for the AdWords program,”
to advertisers.” Seshadri adds.
He clarifies that Google would not charge any
SRIDHAR SESHADRI fees from firms or persons who want to partner
for AdWords. Instead, partners will be free to earn
their revenue from value-added services, such as
and Marathi. webpage development. Google already has seven
Through the new call centres, the firm plans to sales partners for AdWords in India.
contact more than 2,000 advertisers daily by 2011. The search giant is also contemplating the
Apart from contacting prospective advertisers use of traditional advertising to reach advertisers
over the phone, the company has already initiated in smaller towns. “We may use print and radio
its endeavour to reach local marketers in smaller advertising and beef up on-ground activities to
towns and cities such as Udaipur and Chandigarh add more AdWords users from smaller towns
through on-ground events, direct mailers and next year,” says Seshadri. „
AdWords partners. kapil.ohri@afaqs.com

NAIDUNIA The content is not made

keeping children in mind.

Targeting Young They deserve knowledge sup-

plement, in addition to their
textbooks. To acknowledge
this, NaiDunia has brought this
Titled NaiDunia Disha, this newspaper will be newspaper for the school chil-
published six days a week for students across dren.”
Right from news customised
Indore. By Sumantha Rathore as per the needs of children to
puzzles, science projects, jokes

T
he Hindi daily, NaiDunia,
has come out with what it
calls the ‘first time ever by
a Hindi daily’, a newspaper for
school children in Indore. The core
audience of this eight-page news-
paper is students from Class 6 to
Class 12.
Bearing a cover price of `1,
NaiDunia Disha is a Berliner-
format newspaper that was launched
in November. It is being published
six days a week. The launch edition
of the daily was distributed in 20
schools in Indore, reaching more
than 15,000 students.
Since it is a newspaper for stu-
dents, NaiDunia Disha is being
promoted through posters and
banners in the schools across
Indore city. In the near future,
the media house plans to organise
various contests and take NaiDunia
Disha to the next level of engage-
ment with its audience.
Talking about the genesis of
Disha, Debu Mishra, vice-presi-
dent, sales and development,
NaiDunia, says, “The reason why
students shy away from traditional
newspapers is the newspaper itself.
Bearing a cover price of `1, NaiDunia
Disha is a Berliner-format newspaper.
The launch edition of the daily was dis-
tributed in 20 schools in Indore.
and riddles to challenge young
minds, the daily will have some-
thing for all its young readers. The
content mix of the daily would
include motivational, educative and
entertaining short stories, a science
section that will incorporate the
latest developments in the field and
FunDunia, a fun-n-learn section.
Apart from this, a page in the daily
will be designed by students. About the content strategy of the
newspaper, Mishra says, “There will
be a mix of news, values and learn-
ings for the students.” NaiDunia
Disha will be made available in
the schools on demand. NaiDunia
plans to take this Berliner to its
other major centres, including
Bhopal, Gwalior and Raipur. „
sumantha.rathore@afaqs.com

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

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YUBARAJ BHATTACHARYA I CEO I MAHUAA MEDIA
Regional
Challenge
By Anushree Bhattacharyya
A
key person credited with the success of the
Bengali general entertainment channel (GEC),
Star Jalsha, now has a new challenge. As the
CEO of Mahuaa Media, Yubaraj Bhattacharya will
have a broader canvas to paint than as the program-
ming head of Star Jalsha. Mahuaa Media has two
regional language GECs, Bengali and Bhojpuri, apart
from a news channel. The company also plans to
launch a slew of channels in other languages.
Bhattacharya, shares his journey so far with afaqs!
Reporter and how he got into the television business.
Bhattacharya, who finished his schooling from St.
Lawrence, Kolkata, decided to pursue
a course in chartered accountancy after
graduating from Ashutosh College.
He soon realised that it wasn’t his
“I feel I was
cup of tea. And one day on a friend’s
suggestion, he decided to sit for the
very lucky
copy test at Contract. Though he
cleared the copy test, he was deemed
to have
a better fit for the planning function.
Within a year’s time he was sent for an
worked with
induction programme called Windows
in Mumbai, run by the legendary
the launch
Subroto Sengupta, former boss of the team of Star
ad agency Clarion.
After spending a year at Contract Ananda.”
Mumbai, Bhattacharya moved back
to Kolkata for personal reasons. When
he moved back to Mumbai a year later, he joined the
media function of Chaitra Leo Burnett (now Leo
Burnett). Here, he got the opportunity to work with
many media stalwarts such as Pravin Tripathi, LV
Krishnan and Ravi Kiran. It was at Leo Burnett that
his talent received recognition and he was shifted to
servicing.
However, destiny had some other plans for him.
Bhattacharya had to return to Kolkata again to look
after his parents, who were unwell. Once there, he
decided to pursue his first love - film making. He
joined a production company, Black Magic Motion
Pictures. “It was during my year-long tenure at the
44 afaqs! Reporter, December 1-15, 2 0 1 0
production company, that I got intrigued by the art of
making soaps for television. So I focused on learning
more about television production.”
Bhattacharya was then called to be a part of the
launch team of Star Ananda - the 24-hours news chan-
nel by MCCS, the joint venture between the ABP
group and Star India. At Star Ananda, Bhattacharya got
a chance to work under Uday Shankar, now the CEO
of Star India. “I feel I was very lucky to work with
the launch team at Star Ananda as I got to learn a lot
about the news business as well the television business
in India,” reminisces Bhattacharya. Looking back, he
thinks that “Star Ananda changed the way the audience
in West Bengal consumed news and ended up creating
a market for Bengali news channels.”
After working for three years, he decid-
ed to take a break.
During this period, Bhattacharya
received a call from his ex-boss Uday
Shankar who told him that he was
planning to launch a Bengali general
entertainment channel. Bhattacharya
says, “I was called to launch Star Jalsha.
I spearheaded the launch of the chan-
nel, including selection of people, the
producers and creating a production
network.”
While conceptualising the channel,
Bhattacharya looked for new directors,
writers and new concepts. His experi-
ence and knowledge of the Bengali
television market was his biggest strength. Calling
the Star Jalsha launch - a sweet success, he adds, “We
began with 92 GRPs and within eight months, we were
able to beat the market leader. In less than 2 years we
managed to break even.”
At Mahuaa TV his first job will be to build the
brand. In spite of its popularity, Bhattacharya knows
that “the brand Mahuaa does not have much equity in
the market, so my task will be to develop the brand.
Mahuaa Media has both, GECs as well as news chan-
nel. I will get a chance to use my learning to develop
Mahuaa as a big brand in the regional space.” „
anushree.bhattacharyya@afaqs.com
352),/( ¦1(:6
BLYK.COM
Click n Earn
T
he UK-based mobile messag-
ing firm Blyk has partnered
with mobile operator Aircel,
which has more than 48 million sub-
scribers in India, to bring the concept
of free mobile services in return for
consuming SMS in India.
The mobile firm, Blyk, sends
information, tips and alerts for vari-
ous categories such as entertainment,
sports, events, astrology, career and
lifestyle as interactive SMS or MMS
to its subscribers.
Members can click on the SMS
and use the interactive option to
extract more information. Depending
on the usage of interactive features
by its members, they will be reward-
ed with free talk time, free data
and SMS packages. More interaction
with messages implies more rewards.
How it works? To subscribe to
the service, a user is required to pur-
chase a subscription coupon (at `74)
Pal: something for everyone
from Aircel and register with the
service. A new subscriber will receive
messages from almost all content cat-
egories in the first eight weeks. Based
on the interaction of the user with
the messages in the first eight weeks,
Blyk determines the type of content
that the user would like to consume
in future.
Is it for advertisers? "Advertisers
can use the service to serve branded
messages, use it for conducting mar-
ket research and test their products
and advertising before unveiling it to
the general public," says Shubhodip
Pal, country manager, Blyk India.
Blyk has already roped in 21
advertisers including Levis, Nokia,
Red Bull, ESPN and Smirnoff.
Aircel is promoting the Blyk ser-
vice through various media. Pal says,
"We will spend about 50 per cent
of our advertising budget on digital
marketing. The rest of the ad budget
will be allocated to print, radio, OOH
and below-the-line advertising."
There are no plans to use TV to
promote Blyk services in India. „
feedback@afaqs.com
 1(:60(',$
AFAQS!/RADIO ONE

Getting Together
afaqs! and Radio One have come together to launch a radio show that introduces
audiences to eminent advertising, media and marketing professionals. News Bureau

R
adio One, the joint venture between Mid-
day Multimedia and BBC Worldwide,
has partnered with afaqs!, the leader in
B2B marketing communications, to launch a
radio show that aims to give a larger footprint
to senior professionals in advertising, media and
marketing.
Christened the Radio One afaqs! Show, the
new property allows B2B personalities to reveal
their lives in a B2C environment, using music to
build connections.
The one-hour show is aired every Saturday at
1 PM from November 27 across the seven cit-
ies where the radio station is present - Mumbai,
Delhi, Kolkata, Chennai, Pune, Ahmedabad and
Bengaluru. The first personality to be covered
on the show was Piyush Pandey, executive (From left)
chairman, Ogilvy India. Khandekar and
Sreekant Khandekar, director, afaqs!, says, “I Hukmani
am pleased about this show, because perhaps,
this is for the first time that something of its
kind is being tried in the industry and I am glad allows us to showcase the musical side and sionals to face the consumers of the brands
that we did it first.” also the emotional side of the people in our they create. You watch so many films, and
Vineet Singh Hukmani, managing direc- industry.” you like them, listen to so many jingles and
tor, 94.3 Radio One, says, “The duality of He further adds, “Besides, this show will
the idea excited us when we arrived at it. It allow advertising and marketing profes- FRQWLQXHGRQSDJH>>

SONY amount of up to `5 crore. Kripalani, vice-president, business

Moreover, if the user gets stuck development and digital syndica-

Going Digital on a question, four lifelines includ-

ing Phone a Friend, Audience Poll,
and Double Dip, are offered.
Sony intends to keep Kaun Banega Crorepati alive Initially, the game will be distrib-
uted as a downloadable application
through a microsite and a mobile version of the game on the mobile sites of all major
show after the show goes off-air. By Kapil Ohri mobile phone operators. Later,
there are plans to offer it on mobile
applications stores owned
tion, MSM, points out, “We plan
to keep the microsite live for the
next six months and to upload more
exclusive content, after the show
goes off-air.”
“The idea behind the mobile
game and KBC’s online presence is
to replicate the experience and build
engagement with the game show

M
ulti-Screen Media
(MSM) aims to utilise
mobile and online media
to retain consumer interest and earn
revenue from the quiz show brand,
Kaun Banega Crorepati (KBC), dur-
ing the current season and after the
TV show goes off-air.
The media company has already
unveiled the KBC microsite (KBC.
Indiatimes.com), where it uploads
videos and games related to the
show. The channel also plans to
launch a mobile phone game called
KBC.
The game, developed by UTV
Indiagames, is the virtual replica-
tion of the quiz show and lets
users play the quiz on the mobile
TV, a total of 13 questions by various operators and
of progressive difficulty are handset manufacturers.
presented to the mobile Both the mobile game
phone user during the and the microsite will be
game. The user has to retained and fresh content
select the right answers at will be uploaded, after the
each level to win a virtual show goes off-air. Nitesh
The game will
be distributed as
a downloadable
application on the
mobile sites of
all major mobile
or KBC brand, beyond the one-
hour show on the TV channel,”
says Danish Khan, head, marketing,
Sony Entertainment Television.
He adds, “It will help us in
bringing viewers back for the next
season.”
Is it just a branding exercise,
or does MSM aim to monetise
the mobile and online presence?
Kripalani clarifies, “MSM also
intends to monetise KBC’s digital
presence, apart from keeping the
brand alive.”
He elucidates that the game
application will be offered for free
but mobile users will be charged
(by the mobile phone service

platform. phone operators. FRQWLQXHGRQSDJH>>

Similar to the game show on Khan: on the idea

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

 1(:60(',$
SONY

Swapping Wives
Going by past experience, Indian audiences are not yet ready for sensational reality shows. Nevertheless, Sony is
set to bring Wife Swap - a popular UK reality show - to India. Will the concept work? By Anushree Bhattacharyya

I
n the past, many Hindi general
entertainment channels have tried
their hand at sensational reality
shows, such as Pati, Patni Aur Woh,
the Indian adaptation of BBC’s Baby
Borrowers; and Sach Ka Saamna - the
Indian version of the popular American
reality show, The Moment of Truth.
While Pati, Patni Aur Woh was tele-
cast on Imagine TV (formerly NDTV
Imagine), Sach Ka Saamna was aired
on STAR Plus.
Both shows managed to gain
enough attention, but they also ran
into legal trouble and were eventu-
ally pulled off air. It appears that now
Sony has decided to walk the same line
as it readies to bring in a reality show
called Wife Swap. Produced by UTV,
the show is expected to go on-air early
next year.
Speaking about Wife Swap, Ajit Thakur, busi-
ness head, Sony, says, “The show, while borrowed
from the international format, will be designed
keeping Indian values in mind. The name of the
show can be misleading, but the content will be in
line with Indian society and its beliefs.”
Originally produced by the UK independent
television production company, RDF Media, Wife
Swap has been created by Stephen Lambert.
As per the international format, two families,
usually from vastly different social backgrounds
and lifestyles, swap wives for two weeks. During
the first week, the new wife must follow exactly
the same rules and lifestyle of the wife she is
ety but people may not be happy with
such a show being aired on national
television. After all, Indian society is
still very conservative.
Amit Kaur, counsellor, Delhi Police
(Women Cell), says, “The show might
find audience in the upper strata of
the society, as they are aware of west-
ern culture and lifestyle. However, the
show will definitely not appeal to the
masses as it is against Indian values.”
“The show, while While a few sociologists feel that
borrowed from the the average Indian is not mature
international format, enough to accept such shows, many in
the trade believe that going by Sony’s
will be designed keep- viewership profile, the show might
ing Indian values in find acceptance.
mind.” Amit Ray, president and COO,
Lintas Media Group opines that
AJIT THAKUR Indian audiences are modern and are
aware of western culture and society,
replacing. Each wife leaves a house manual, which and Sony, as a channel, caters to modern India. So,
explains her role and duties in the family. it will not be difficult for the channel to find view-
During the second week, the new wives are ers for the show.
allowed to set their own rules, and their new fami- On the other hand, many feel that the show
lies must adhere to these rules. At the end of the might land with the same fate as Sach Ka Saamna.
two weeks, the two couples meet for the first time Navin Khemka, senior vice-president,
and discuss how they felt about the two weeks. ZenithOptimedia, adds that from the audience’s
Is the Indian audience ready for another sensa- point of view, it will not be possible to go ahead
tional reality show or will Wife Swap meet with a with such a show as it will generate a lot of back-
fate similar to that of other such shows? lash. “So far, getting married on television has
Nandu Ram, professor, Centre for the Study been accepted but swapping wives can be going to
of Social Systems, Jawaharlal Nehru University, extreme limits. Also, advertisers tend to stay away
says that the concept of swapping wives might be from such shows.” „
prevalent amongst certain sections of Indian soci- anushree.bhattaharyya@afaqs.com

<< FRQWLQXHGIURPSDJH ‘Maximum faqs’, on the other << FRQWLQXHGIURPSDJH

A New Wave
you love some; the audience at
large needs to know who created
those jingles and who are the
unsung heroes of the advertis-
ing and media fraternity.”
Prasanna Singh, chief operating
officer, afaqs!, is of the view, “We
are enthused to be a part of this
radio show that will bring some of
the biggest industry figures closer
to a broader set of audience.”
The show plays on the tag-
line, ‘Maximum music, ‘maximum
faqs’; wherein ‘maximum music’
reflects Radio One’s proposition
and sets out to explore the music
tastes of B2B personalities featured
in the recently launched ‘Who?
2010’ directory.
The show on Radio One, will
explore the music tastes of
advertising, media and marketing
personalities.
According to Prajjal Saha, exec-
utive editor, afaqs!, the show is “a
great opportunity to reach out to a
wider audience with news and facts
from our industry, that will help
build better quality awareness the
way the industry works”.
hand, makes an attempt to reflect
the spirit and passion of the team
at afaqs!, in a bid to capture the
essence of the human beings
behind the designations.
This will be done by capturing
interesting facets related to their
careers and their work, which will
be integrated with the music that is
played on the show.
One can catch the recorded ver-
sion of the radio show subsquently
on afaqs.com. „
feebback@afaqs.com
Going digital
provider) for data usage. The rev-
enues earned will be shared between
MSM, UTV Indiagames and the
mobile phone operator.
Apart from this, MSM has a dedi-
cated digital sales team, which will
monetise the microsite through pre-
roll video ads, banner advertising
and sponsorships. The TV channel
has roped in advertisers such as Idea
Cellular, Aditya Birla Group and
Microtek for the microsite.
On how much revenue MSM
aims to generate from the digital
presence of KBC, Kripalani replies,
“We aim to generate 5 per cent of
the total revenue that KBC generates
on TV.” „
kapil.ohri@afaqs.com

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

 1(:6%7/
HORLICKS NUTRIBAR Big FM was executed in all the six cities. Apart

Endless Reasons
Creates branded on-air and on-ground platforms to engage consumers in
order to educate about the nutritional benefit of the NutriBar. News Bureau
from the brand spots, the on-air activity con-
sisted of two elements - Bhooki Galtiyan (Hungry
Mistakes) and NutriBar GYM Offer.
Bhooki Galtiyan campaign called for an action
element, wherein listeners were asked to share
their Bhooki Galityan.
Listeners had to SMS NutriBar followed by a
space and then write down the mistake and send
it to 55454.

G
laxoSmithKline’s Horlicks NutriBar
recently launched an innovative cam-
paign. This activity comes close on the
heels of GlaxoSmithKline revamping its flagship
brand, Horlicks, after a gap of seven years, where
the logo and packaging were redesigned to bring
about a unified new look in all the products under
the Horlicks portfolio.
The main aim of the campaign in its first phase
was to drive the target group - males and females
in the age group of 25-35 years - to try out the
Horlicks NutriBar.
The on-air and on-ground campaign done by
Big Live, is being rolled out in six metros across
the country. The campaign in its first phase was
rolled out in Delhi, Mumbai and Kolkata with a
key message, ‘Jab bhook lage tezi, don’t go crazy’.
The next phase of the campaign was rolled out
in Bengaluru, Chennai and Hyderabad that com-
municated the message: NutriBar khaane ke hazar
reasons hai. Aapka reason kya hai? Horlicks NutriBar
- iss mein hai wheat, rice, oats aur 11 vital nutrients.
Discussing the product, Vipul Gupta, brand
manager, GSK, says, “We continuously identify
and cater to the needs of various consumer seg-
ments by developing products that specifically
provide benefits linked to nutrition and wellness.
Horlicks NutriBar is a convenient snacking
For on-ground, a BPO
option that renders pleasurable nutrition for
today’s young, on-the-move achievers.”
based activity has been
As part of the campaign, a radio activity on 92.7 planned in metros.
In the NutriBar GYM Offer, listeners were
asked to carry three wrappers of NutriBar and go
to the selected participating gyms across all six cit-
ies, where they could avail free trials.
For on-ground, a BPO-based activity was car-
ried out, where, Nutribar Nutrition Units had
been placed. At these units, people were asked to
try out the NutriBar and then guess its ingredi-
ents from the options displayed on a chart.
A ‘Corporate Complex Activity’ was also car-
ried out, where participants had to spin a NutriBar
clock and if the hour hand pointed to the section
which was not a part of the regular meal timings,
the person was awarded gifts.
Besides this, a gym activity was carried out,
where weighing machines with NutriBar’s crea-
tives and NutriBar dispensing slot machines were
placed.
The people coming to the gym were asked to
check their weight by the promoter of the gym,
who then educated them about the benefits of
NutriBar.
On the initiative, Navneeth Mohan, nation-
al head, experiential marketing, Big Live, says,
“Being associated with clients such as GSK has
given us great knowledge about launching a
campaign on such a large scale. With the low
attention span of the audience, it was imperative
that we created an innovative activation platforms
to engage the target group.” „
feedback@afaqs.com

T3

High on Digital
Times OOH plans to install 200 digital screens by
March, 2011. By Anushree Bhattacharyya

T
imes OOH, which recently
bagged the advertising rights
for T3, the new Delhi air-
port terminal for 20 years, plans to
set up 200 digital screens by end of
March 2011.
Amsterdam-based Ad Board
International has designed the cas-
ing for the 65 inches digital screens.
T3 will also have static media
across the terminal, in addition to
the media space available outside
the airport. In fact, Times OOH
has hired two UK-based OOH
consultants, Dennis Sylavin and Le
Lorrance to design the media space.
Sunder Hemrajani, managing
director, Times OOH, says, “We
have followed the less is more prin-
Hemrajani: talking plans
ciple. The idea is to keep it less
cluttered, so that the value of each
property increases.”
He explains that while design-
ing the media space and making
the media plan, one has to look at
various aspects. The lessons learnt
from the experiences at the airports
at Mumbai and Delhi have been
implemented for a better plan.
In view of the increased traffic at
night (due to international flights),
the media installed outside the air-
port has been backlit.
Times OOH claims that T3 will
help it garner 40 per cent more rev-
enue this financial year.
Hemrajani adds, “Currently,
about 75 per cent of the media is
occupied at T3 and the number
will increase with the installation of
more media.” „

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

 1(:622+
GOOD KNIGHT

Naturally Bite Free

The new OOH-led campaign for Good Knight Naturals, in a witty way, tries to communicate that there are easier
ways to protect oneself from mosquitoes than full-body wraps. By Surina Sayal

G
ood Knight Naturals, the mosquito measures outdoors.
repellent cream from Godrej Sara Lee, However, in reality,
has rolled out a new ‘awareness’ cam- the solution is easier.”
paign across platforms such as outdoor, radio, Since concern for
print, web and on-ground. mosquitoes outdoor is
Conceptualised and created by JWT, the ads highest at the outset
show people trying to protect themselves with of this season, Godrej
strange body wraps wherein the copy reads, decided to launch the
‘There’s a simpler way to protect yourself from campaign during this
mosquitoes.’ time period.
The campaign stems from the fact that com- The three-month-
pared to in-home mosquito repellents such as long campaign,
coils and mats, the personal application category kicked-off in October,
is highly underpenetrated, even in metros where will run till December.
occasions for use are high.
Kapil Dev Pillai, category head, household
insecticides, Godrej Household Products,
says, “While Good Knight mosquito repellent
cream gives great protection from mosquitoes
(Left) OOH hoarding and train wrap
in any situation, our belief is that it brings
greatest value to consumers in outdoor usage, The outdoor campaign is being handled by
where no other realistic solution exists. Our Pioneer Publicity.
communication idea actually amplifies the The campaign employs full bus wraps, train
fact that till now, if one wanted outdoor pro- wraps, hoardings and Meru Cab branding. A
tection from mosquitoes, one needed to go cut-out hoarding was also created.
to complete extremes. Thus, in a humorous All other media planning and buying is being
way, the ads try to highlight the fact that fear handled by Madison Media. „
of mosquitoes can compel you to take bizarre surina.sayal@afaqs.com

STAR ONE

Time for Some Ample Sample?

Saturdays are usually free of fiction shows. Star One plans to use this gap and
increase the sampling of its weekly fictions. By Anindita Sarkar

W
ith the Hindi GEC space
getting fiercely aggressive
with each passing day,
channels keep adopting new strate-
gies to increase their shares of the
ever fragmenting viewership pie.
Recently, Zee TV decided to
advance its weekday original pro-
gramming to 6 PM from Monday to
Friday, while Sony launched a new
weekly show with original content
to feed its Saturday 8 PM slot, with
an aim to tap into the male and
youth audience segment.
Now, the genre will witness one
more stunt to grab the untapped
audience set.
Star One, the second GEC
from the STAR stable, has extened
its prime time programming to
Saturdays, beginning November 27,
ship and fill the gap of fiction-based
shows over the weekends.
Star One will push its prime
time shows from five days a week
(Monday-Friday) to six days a week
(Monday-Saturday), with the line
up as follows: Yeh Ishq Haaye (8
PM), Pyaar Kii Ye Ek Kahaani (8.30
PM), Dhoondh Legi Manzil Humein
(9 PM), Geet (9.30 PM) and Odhani
(10 PM).
So why did Star One choose to
take such a step?
Speaking to afaqs! Reporter,
Nikhil Mirchandani, general man-
ager, Star One, says, “Research
With this extension, Star One will run
15 hours of original programming (five
Mirchandani: on the weekend path
shows that the television consump-
tion habit of viewers on weekends is
no different from that on weekdays.
Currently, the weekend slots are
heavier with weeklies, non-fiction
and reality content. Thus, we saw
that there was an opportunity to be
tapped, wherein we could fill the gap
and cater to the fiction-based view-
ers over the weekends (Saturdays).”
“Also, since audiences are gen-
erally hooked onto their favourite
shows during weekdays, this move
will help us aggregate eyeballs dur-
ing weekends. Viewers could sample
the channel and its shows and then
choose to stay back on it if they like
it. This could, therefore, translate
into loyal viewers on weekdays,” he
adds.
With this extension, Star One
will run 15 hours of original pro-
gramming (five shows) from 8 PM

so as to give a boost to its viewer- shows) from 8PM to 10.30PM. FRQWLQXHGRQSDJH>>

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

 SPECIAL INVESTMENT REGIONS

7+(*$0(&+$1*(5
),1$1&,$/6(&725,1*8-$5$7
With the Indian economy booming and striding past other major Asian players, exciting
times are beckoning. Gujarat is a part of the party.


      
  
January to May 2010 was US$
! "  #% 
  -
dence in Indian economy and
the same was also highlighted in
the Economic Survey 2009-10.
&      
% 

led to strengthening of Indian
Rupee against the US Dollar.
According to Reserve Bank of
India, by June this year India’s
foreign exchange kitty stood at
$271 billion, an increase of $9.87
billion over the same period

'HXWVFKH%DQN
5HVHDUFKVD\V
*XMDUDWLVRQH
RIWKHPRVW
LQGXVWULDOLVHG
VWDWHVZLWK
SHUFHQWSHRSOH
T
he Indian economy ECONOMIC GROWTH PROJECTIONS BY IMF
is estimated to have
COUNTRY/REGION 2009 2010
OLYLQJLQWRZQV
grown over 7 per cent in
2009-10. According to the latest
DQGFLWLHV
US -2.70% 1.50%
Central Statistical Organisation
 
     UK -4.40% 0.90% last year.
banking, insurance and real EU -4.20% 0.30% Gujarat has been a major
estate sectors rose more than JAPAN -5.40% 1.70% investment region out of all the
9.7 per cent in 2009-10. states in India. Vibrant Gujarat
CHINA 8.50% 9.00%
Investment is increasing and Summits, held bi-ennially since
India is surely a lucrative market. INDIA 5.40% 6.40% 2003 have helped attract
The Securities and Exchange Advanced Economies -3.40% 1.30% more than $300 billion worth
Board of India (SEBI), puts the Emerging Economies 1.70% 5.10% investments in the state. The
number of registered Foreign Government of Gujarat is organ-
World -1.10% 3.10%
Institutional Investors (FIIs) at ising the Fifth Vibrant Gujarat
Source: International Monetary Fund World Economic Outlook
1,710 till May this year. The Summit in January 2011

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

 *8-$5$76(&7,21
in Gandhinagar, Gujarat. TOP FIVE FDI DESTINATIONS OF THE WORLD cent,” said Mayank Shah, CEO
According to a Deutsche Bank of Anagram Capital Ltd.
Research report, Gujarat ranks RANK COUNTRY For commodities, the state



%'


* 1 China
among 27 states in the country.
With a 50 million population and
the geographic area that is 6.2
per cent of the country, Gujarat
has a Gross State Domestic
Product (GSDP) of $45.3 billion,
and a per capita income of $915
at current prices. It is one of the
most industrialised states, with
37.4 per cent people living in
towns and cities.
The primary market in India
witnessed improved activity
during 2009-10. The number
of companies which accessed
the primary market was 76 in
2009-10 compared to 47 the
previous year. Amount mobilised
was `57.5 billion during 2009-
 + 

 //
 of total factories, 96 per cent of B.C. Khatua, Chairman, Forward
10, as against `16.22 mobilised

has
2 India
3 United States
4 Russian Federation
5 Brazil
Source: IMF World Economic Outlook
*XMDUDWDFFRXQWVIRURYHUSHU
FHQWRIFRXQWU\¶VVWRFNPDUNHW
FDSLWDOLVDWLRQSHUFHQWRIH[SRUWV
DQGSHUFHQWRIWKH
WRWDOZRUNIRUFH
attributed to the popular- together account for 86 per cent market among the community,”

trading in Gujarat are higher
a major contribution. “Since
the state is the largest producer
of castor and cumin seeds, the
trade volume in agro-commodi-
ties from Gujarat is about 25 to
30 per cent of the total trade,”
Shah said.
People from Gujarat constitute
for major chunk of retail investors
of the national stock exchanges.
Both the stock exchanges now
have their websites in Gujarati
language as well.
“The website provides a win-
dow of information to traders,
investors and farmers from the
state and will go a long way in
popularising commodity futures
; <


/

= Markets Commission had said
during 2008-09. The number of risk-taking appetite of Gujaratis, per cent of the value of output when MCX launched the Gujarati
Initial Public Offerings (IPOs) rich entrepreneurial sense and and 95 per cent of value-addition language website two years ago.
increased to 39 in 2009-10 from 
 

  

/

 
 in the state’s industrial products. People from Gujarat are
21 in 2008-09 and the number of the state. At current prices, the Gross generally have acute business
rights issue increased to 29 from According to the Socio- State Domestic Product (GSDP) and entrepreneurial instincts
25 during the same period. Economic Review of the state of Gujarat was about US$ 76.3
 

  




 
government, Gujarat demon- billion in 2007-08. The aver- leaving no stone unturned to
MONEY MATTERS strated a high industrial growth age annual GSDP growth rate % 

%
 <
"


According to the global rate of 12.5 per cent in the 2002- from 1999-2000 to 2007-08, was commercial opportunities.
economic growth projections by 07 period. The State is home to about 15.8 per cent. With rising per capita income,
the International Monetary Fund, over 800 large industrial units Gujarat was among the states growing interest in business
while India is expected to clock a and 3.20 lakh micro, small and that recorded very high GSDP and entrepreneurship, improv-
growth of 6.4 per cent this year, medium enterprises. growth rates in the last decade, 
 
+ 


 

the neighbouring China will grow Gujarat has better infrastruc- compared to the other states. governmental support, Gujarat is
by 9 per cent. ture as compared to the other The state accounts for around surely on its way to growth and
While every other state in states. There are 42 ports, 13 15 per cent of country’s stock 

 „
India is striving hard for growth domestic airport and one interna- market capitalisation, 21 per
and development, Gujarat has tional airport. The state also has cent of exports and 9.5 per cent
always been at the forefront as extensive road and rail network. of the work force. Gujarat is
+  
 
 
 
  - Owing to better infrastructure the the world’s largest producer
vices is concerned. “Between 14
to 16 per cent of the total volume
of trade happening on the two
national commodity exchanges
(MCX and NCDEX) happens
from Gujarat,” said Naveen
Mathur, Associate Director,
Commodities and Currencies
Markets, Angel Broking.
 / ?
 @H 

Some of the reasons Mathur
state contributes 16 per cent to of castor and cumin, has
the industrial production of the the largest gas-based sin-
country. gle location sponge iron
Gujarat is a leader in several plant, the largest producer
industrial sectors such as chemi- of processed diamonds,
cals, petrochemicals, drugs and and the third largest denim
pharmaceuticals, dairy, cement producer.
and ceramics, gems and jewel- “In terms of trade volumes
lery, textiles and engineering. +/ 
The 12 major industry groups accounts for around 15 per
afaqs! Reporter, December 1-15, 2 0 1 0 55
 1(:63(23/(
>> MOVEMENTS/APPOINTMENTS<< A compilation of some major people movements in the last fortnight

ADVERTISING MARKETING
> After spending over two years ated with the organisation for two years before he joined
Mudra. > Anant Pal Singh has joined Tata Teleservices as
with the agency, Aniruddha
GM, brands. His immediate mandate entails managing all
Banerjee, chairman, Publicis
> Ramachandran Venkatasubramanian, popularly branding related activities for Virgin Mobile.
Ambience, has put in his papers.
known as Venkat, has been appointed senior director, invest- Tata Teleservices has five brands - Tata Indicom, Tata
His stint at Publicis Ambience
ments, MPG India. Prior to this, he was client leader, Maxus. Docomo, Virgin Mobile, Tata Walky and Tata Photon.
ended last month.
He had moved to Maxus from Lintas media Group where he Prior to this, Singh was VP, Rediffusion Y&R, where
Banerjee joined Publicis
was heading the Maruti business as vice-president. he headed the Airtel account as national business head.
Ambience as its president and
At MPG, he is expected to At Tata Teleservices, Singh will report to Ritesh
chief operating officer in March
handle the media requirements Ghoshal, head, marketing communications, Tata Docomo
2007, after serving as president,
for clients such as Hyundai, and Virgin Mobile. According to sources, the operations
Mudra. In January this year, as
MTS, Kohler, VLCC, M3M, Radico for the two brands, Virgin and Docomo, are in the process
part of a senior level restructur-
Khaitan and many others. of being integrated. It, thus, follows that Singh’s position
ing, he was named chairperson, Publicis Ambience.
Venkatasubramanian has 18 is a new one.
Banerjee began his advertising career with Contract
years of experience in the media Singh began his career with Ogilvy and later moved on
Advertising in 1988. Having spent two years there, he moved
domain, having worked on a spec- to Rediffusion Y&R. Singh joined Everest Brand Solutions
to Bates for a stint that lasted eight years. He then joined Leo
trum of brands including Adidas, -- Rediffusion Y&R’s second agency - as account direc-
Burnett as client services director and was soon elevated as
Parker, Visa and Maruti, across tor. Five years later, he moved up the ladder to head the
executive director and head at the agency.
agencies such as Media Direction agency’s Delhi operations.
After Leo Burnett, he joined Everest Brand Solutions in
November 2004 as chief operating officer. He was associ- and Lintas Media Group.

MEDIA
> Sports broadcaster ESPN STAR Sports (ESS) has
appointed Aloke Malik as managing director, South Asia,
which includes its India operations, ESPN Software India
(ESI), apart from Bangladesh, Sri Lanka, Nepal, Pakistan
and the Maldives. Earlier, Malik was chief operating officer,
East, Idea Cellular. He will be based in ESI’s Gurgaon head-
quarters and will report to Sawhney.
In his new role, Malik will head the management team
and look after the distribution, sales and marketing of
the company’s multi-media brands including ESPN STAR
Sports, STAR Cricket, espnstar.com, mobile ESPN and Event
Management Group.
An IIM Kolkata alumnus, Malik has more than 23 years
of experience in general management, marketing, sales
and distribution across a wide range of industries and
consumer groups and has worked in diverse international
markets such as Russia and Bangladesh. Some of his ear-
lier stints include local and multi-national companies such
as ITC, PepsiCo, Reliance Retail, Madura Garments and
Idea Cellular.
> Times Television Network has roped in Avinash Kaul
to head its Bollywood entertainment network, Zoom, as
chief executive officer. Kaul will report to Sunil Lulla, man-
aging director and chief executive officer, Times Television
Network.
Kaul brings to the network 12 years of experience in
the television business. He started his career as a media
planner with HTA Fulcrum, and later moved on to Discovery
Communications and STAR India. Subsequently, at NDTV
Media, he spent several years handling diverse portfolios
of operations and marketing and also headed its consulting
division.
DIGITAL
Zed Digital, the interactive arm of ZenithOptimedia. Armed
> Dealsandyou.com has elevated with more than seven years of experience, Das has worked
Gaurav Kachru to chief execu- on brands such as VW, Puma, Hyundai, Adidas, Uninor,
tive officer. Based out of Gurgaon, Lufthansa, Nescafe, Intel and Microsoft.
Kachru will report to Harish Bahl,
founder and chief executive offic- > Media Contact, the digital arm of
er, Smile Interactive Technologies Havas Media, has elevated Arnab
Group. Mitra to regional director. Prior to
Prior to this, Kachru led new this, Mitra served in the capacity of
business incubation and cor- director with the company. As part of
porate development functions his new mandate, he will look after
across the Smile Group, which the agency’s South Asia operations.
has businesses with WPP, Yahoo!, Mitra joined Media Contacts in 2009.
the Scan Group, Group Buying Global AG and Brand Alliance Armed with a decade-long
Network (private shopping). experience in online communication,
In the past, Kachru led the Manpower Global Accounts Arnab has devised digital strate-
business in 14 countries across APAC. He also had a decade gies for brands like Accenture, Jet
long stint with General Electric. In his last assignment as coun- Airways, Kingfisher Airlines, Dell, ASUS, Barclays, AXIS Bank,
try director, GE Transportation India, he helped grow sales for Reliance, HSBC, TATA AIG, Asian paints, VW, Hugo Boss,
the locomotive business. HDFC, ICICI Prudential and Skoda.
Kachru is an MBA in finance and international busi-
ness from Narsee Monjee Institute of Management Studies,
Mumbai. He is also a certified Six Sigma professional. > Ravi Kabra, MD of Media Contacts’ SEM and SEO opera-
tions, Ecselis, based in Hyderabad, has been appointed as the
> Tribal DDB India has director of new business for South and Southeast Asia. He
appointed Abhishake Das as will report to Anita Nayyar, CEO, Havas Media, South Asia and
creative director wherein his Rajeev Bala, MD, Southeast Asia and India, Media Contacts.
mandate will be to head the He has been involved in online marketing since 1999,
creative function with a strate- encompassing various areas across e-marketing.
gic approach. Based in Mumbai, In his previous assignment, Kabra served as a senior
he will report to Max Hegerman, researcher with a leading Indian market research com-
president, Tribal DDB, India pany wherein he worked with clients across industries on
and work on brands such as quantitative research projects. Mitra joined Media Contacts
Volkswagen, Idea Cellular and in 2009 and has earlier worked with Purple Media, a UK
Wrigley. Earlier, Das was with -based agency.

<< FRQWLQXHGIURPSDJH
Time for...
to 10.30 PM. However, eventually,
that will be pushed up to 18 hours of
original content as the channel plans
to launch a new fiction show in the
10.30 PM band soon.
“We have launched three fiction
shows in less than a month. Once
these shows settle, we will bring in
a new show for the 10.30 PM band,”
adds Mirchandani.
So, is the strategy good enough
to help the channel gain viewership?
According to Manas Mishra,
executive vice-president and coun-
try head, Mudra Connext, the move
is definitely good and different as
“the channel is trying to put eggs in
different baskets instead of just one”.
He says, “Consumers do not put
on a different hat on a Saturday or
a Sunday. Rather, they have more
time on hand to watch better con-
tent. Right now, weekends cater to
specific genres - reality and movies.
There are not many fiction shows on
weekends. Therefore, the strategy
could actually work for the chan-
nel and in fact, could keep the small
town people hooked onto it.”
Satyajit Sen, CEO, Zenith-
Optimedia believes that if a particular
programme appeals to the audience,
“it really does not matter what for-
mat the show belongs to”.
“Traditionally, channels have
placed long format content such
as reality and movies on weekends
because audiences have more time at
hand. However, that does not mean
that other forms of content will
not work. It’s just that the content
has to be appealing enough. Also,
weekends are good to tap into the
audiences as it is a less competitive
environment,” he says.
STAR One will launch a mar-
keting campaign announcing the
extension of its programming line
up next week, playing along the core
thought: ‘Aap Shaniwaar ko kya kar
rahe hai?’
“80 per cent of the promotions
will be on the STAR Network,” says
Mirchandani. „
anindita.sarkar@afaqs.com

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

 %/2*)$46
Presenting afaqs! Reporter blogs:
Get insights and fun picks from our renowned panel.

What’s in a logo? Ask GAP

Airtel recently launched its new logo and social media has been harsh and unkind to it. Here’s a
look at what goes behind designing a logo and how to judge one.

A
fter a public outcry on social functionality or special attributes used in the identity to enhance the
media, ‘GAP’ withdrew the of the brand like: indoor, outdoors, ‘Inspired by nature’ feel.
œœÕÀ\ Colours used should gy. This logo keeps the evolution
FOTOCORP
K V SRIDHAR
NCD, Leo Burnett India
Designing or judging logos is a very
difficult task especially for telecom,
which deals with more interfaces and
touch points than most categories.
58 afaqs! Reporter, December 1-15, 2 0 1 0
new logo it had introduced
and brought back the classic blue
box. This was in October.
More recently Airtel launched
its new logo and again it’s the social
media, which has been harsh and
unkind. Before we get into merits
and demerits of the case, let’s look
at what goes behind designing a
logo and how to judge one. Because
consumer outcry is one thing and
industry opinion is another.
To be fair, I want to gently
remind our tweeting and status-
updating judges the parameters for
gauging a good logo and view-
ing the design in the context of a
telecom brand. Iconic logos have
simple, yet magical qualities of
evoking an emotional response in
you, for instance when you look at
the golden arches of McDonald’s
you feel happy and hungry at the
same time. Ever thought why this
happens? It’s the colours, which do
the trick. Yellow arches make you
smile while the red McDonald’s
background makes you feel hungry.
It’s unbelievably true that the col-
our red makes your blood pressure
soar, and at the same time makes
your stomach rumble.
When you judge a logo you need
to keep five simple things in mind:
UÊ -ޓLœˆÃ“\Ê The symbol used
should signify and communi-
cate something about the brand’s
ambition or vision in a clearly
identifiable way while keeping the
historic, cultural and category rel-
evance in mind.
UÊ -Ìޏi\Ê The style should com-
municate the personality or
cleanly, orderly, open or friendly.
UÊ /Þ«œ}À>«…Þ\ Type should
communicate a certain feel and
vision of the brand. Type should
tell you whether the brand is stiff or
flexible, bold or fragile, feminine or
masculine and so on, in an instant.
UÊ ,i>̈œ˜Ã…ˆ«\ The graphics,
icons, type and colour used should
have a relationship with the target
group and company values, goals or
aspirations.
UÊ
represent and relate to the business
and its aspirations. Colour used
should communicate the intended
message or emotion instantly.
Now let’s keep these parameters
and look at some telecom logos
through my point of view (not the
creator’s).
UÊ 6œ`>vœ˜i\Ê It uses speech mark
as a symbol to communicate the
brand’ s ambition. Needless to say
how simple it is for the people
to comprehend and connect with
the brand and the category. Styling
of the graphics is near perfect to
represent the preciseness with its
orderly alignments and placements.
Typography is bold, confident yet
very friendly with its lowercase
usage. Red, the colour of passion
and action, provides energy and
excitement to the brand. All the
elements are used to perfection
and is a classic example of art and
science of design coming together.
The logo of Vodafone is designed
by the London-based Brand Union.
UÊ 1˜ˆ˜œÀ\ Inspired by nature
and its role in the innovation in
Scandinavian culture, this pro-
peller like symbol was designed
to communicate the delicate bal-
ance of movement and change. It
uses a purposeful tranquil feeling
by delicately designing the sym-
bol and the typography. A delicate
and thin san serif font is used to
enhance Scandinavian design aes-
thetics. White, blue and black are
UÊ œVœ“œ\ Uses its name that
means ‘every where’ in Japanese
(Dokomo), this logo was designed
for the Indian market to commu-
nicate ‘Do the new’, hence the
fun typo design, keeping in line
with the brand promise. It’s styled
to perfection to connect with the
youth and VAS users. Graphics
are designed for flexibility to be
used freely. Colours are young and
vibrant and bring in fun and ener-
of the consumers in mind to bring
in flexibility for co-creation by the
consumers. The logo for Docomo
has been designed by Wolff Olins
of London.
UÊ
ˆÀÌi\ Uses alphabet ‘A’ in
lowercase in a causal yet dynamic
way. Spiraling ‘a’ almost gives you
a feeling of a tornado, generating
lots of kinetic energy. It’s styled in
a vibrant and youthful way to com-
municate with the changing Indian
consumers. Typography in the
Airtel logo is youthful and inviting
by using lowercase and reiterating
its values of friendly, approachable
service. The colour red is used for
depicting energy and passion of the
brand. The logo has been designed
by Brand Union.
Designing or judging logos is
a very difficult task especially for
telecom, which deals with more
interfaces and touch points than
most categories. Redesigning and
implementing a new identity is a
mammoth task, takes months to
reach every circle, leave alone the
streets.
While the new Airtel logo may
just have fallen short of critics’
expectations, it may well create
enough excitement in the market.
Who cares for critics that are inter-
ested in what could have been done
and in the missed opportunity?
When people embrace change they
do so with open arms.
Hope we can fill in the GAPs. „
 Niraj Dutt with Sreekant Khandekar unveils Who? 2010 "Wanted Yesterday" at Work: (from left) Ralp Pais, Subhash Kamath, Rajeev Raja and Hitesh Dhutia

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

(Left) Sudha Natrajan & Jehangir Pocha Team AIDEM at the launch of Who? 2010 (Left) Sreekant Khandekar & Kamal Oberoi

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

 3+272)($785(

(From Left) R Rajmohan, Dilip Venkatraman, Ashish Bagga & Suresh Selveraj (From Left) Titus Upputuru, Navroze Dhondy & Sreekant Khandekar

(From Left) G Krishnan and Amit Kumar with a guest (Left) Alok Agrawal & Naresh Gupta (Left) Vineet Singh Hukmani & Ramesh Krishnan

(From Left) Amit Tripathi, Dilip Venkatraman, Prasanna Singh, Sandeep Sharma & (From Left) Prathap P. Suthan, Maheshwer Peri, Vanita Kohli-Khandekar & R Rajmohan
G Krishnan

(Left) Suprio Guha Thakurta & Shouvik Roy (From Left) Sandeep Vij, Sarita Vij & Manish Vij (Left) Satbir Singh & Prajjal Saha

afaqs! Reporter, December 1-15, 2 0 1 0 61

 3+272)($785(

(From Left) Raghav Subramanian, Sudha Natrajan & Prathap Suthan (From Left) Sandeep Vij, Shravani Sen, Samit Sinha & Vanita Kohli-Khandekar

ALL PHOTOS BY SUSHIL KUMAR

(From Left) Nagendra Choudhary, Anirban Chaudhuri & Kunal Gill (From Right) Niraj Dutt & Kartik Iyer







   


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 1(:6%22.6
5HDGLQJ5RRP
ANUJA CHAUHAN
Former Executive Creative Director
and V-P, JWT Delhi, and author
of The Zoya Factor and Battle For
Bittora

T he series, The Wheel of Time by Robert

Jordan, is a fantasy epic with lots of sub-
layering in social psychology, philosophy
and interestingly, management. The most
striking aspect of the series is its treatment
of the classical good versus the evil battle.
While what is evil or ‘wrong’ is definitively
so, there is nothing which is definitively ‘right’. That sounds suspiciously
like a strategy! One is clear about what should not be done as compared
to what’s the right choice. It also has a mix of factors contributing to deci-
sion making at different points of the narrative. Decision making is not
about making choices from various isolationist factors; rather, it is about
choosing from different plausible equilibrium points in the environment.
I just finished reading the sequel to Salman Rushdie’s Haroun and the
Sea of Stories- a book called Luka and the Fire of Life. While Rushdie dedi-
cated the former to his elder son, the latter is for his younger son. The
fable is about magical realism and speaks of Luka’s quest for the fire of
life to save his dying father. There is something magical about the way
Rushdie talks about this; I love his language. It talks about the three ‘Jos’-
Jo Tha (the past), Jo Hai (the present) and Jo Hoga (the future).
Interestingly, Rushdie has based the story on a video game, perhaps
to maintain sync with the current generation. The protagonist plays nine
levels to reach his destination - the fire. The characters are lovely and it is
a complete Rushdie! The prequel, however, was better as it was penned
right after the fatwa; Rushdie had something to say
in that unlike in this one. In Haroun and the Sea of
Stories he has used free speech and imagination to
say something deep in a light way.
I’m not into genres - for me there are good
books and bad books; I do a lot of re-reading.
My favourite authors are Vikram Seth, Joseph
Heller, Georgette Heyer and Douglas Adams.
Catch 22 (by Joseph Heller) and Catcher
in the Rye (by J D Salinger) are my favourite
novels. Next on my reading list is Freedom by
Jonathan Franzen.
As told to Ashwini Gangal

1HZ$UULYDOV
MANAGERS WHO MAKE A
DIFFERENCE
6KDUSHQLQJ\RXUPDQDJHPHQWVNLOOV
$XWKRU795DR
3XEOLVKHU5DQGRP+RXVH,QGLD

T he book, Managers Who Make A Difference -

Sharpening Your Management Skills, is a part of
IIM-Ahmedabad’s business books. This book high-
lights the qualities one needs to be a successful manager and how an executive
can enhance the qualities he/she already possesses. It also examines how
behaviour can shape the perception about managers at work. The book points
out the ways people can make use of their ambition, sense of purpose, perse-
verance, confidence, and resourcefulness to develop successful management
skills.
The book is illustrated with anecdotes and experiences of well-known
managers with an array of tips and self-assessment tools to sharpen one’s
management skills and is a non-academic book from the faculty of IIM
Ahmedabad.

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

 60$57,'($

TATA MOTORS

Putting the Pieces Together

A digital initiative, Buildadreamcar.com, was live on the internet in September to promote Tata Motor’s
Aria, enabling visitors to design and assemble a virtual car from scratch. By Kapil Ohri

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

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

 -2%6:,7&+

JOBSWITCH
Organization Name: Tribal
Fusion R & D India Pvt Ltd.
5-6 years of relevant experience is
desired
Chennai, Mumbai
Profile: PR Manager will be
Position: Marketing Manager Email: zeliad@myradiocity.com responsible for the work and
Location: Delhi/NCR .......................................................... development of team’s PR
Profile: The applicant should Organization Name: Jawed Habib Executives and PR Consultants and
possess Masters degree with major Hair & Beauty Ltd act as the day to day contact for
in marketing or communications, Position: Art Director/ Visualizer clients. She/ He will be responsible
and should have 6 -8 years of Location: Noida for Strategy development and
experience in Public Relations or Profile: Art Director should have implementation of PR plan in
journalism. excellent work portfolio to show 5 support of business goals; Writing
Email: careers-india@exponential. to 10 years of experience from any including senior management
com ad agency of repute with academic communications, media engagement
............................................................. training at a reputed institute. plans and related materials, issues
Organization Name: JWT She/he will be responsible for briefs and communications plans
Connect visualization of Ads, Promotional and Handling media relations & PR
Position: Account Manager/ Material, and Website Design etc. activities. Relevant experience of 4-7
Account Director Copywriter will have to write copies years with Mass Communication/
Location: Mumbai for Ads, Promotional Literature, Diploma in Public Relations from a
Profile: The successful applicant Website, Ad Film scripting etc. reputed organization is desired.
will be accountable for all aspects She/ he should also be good at Email: hr@aimhighindia.com
of account management for 2-3 concept development and should ..........................................................
key clients. The role would include have academic training at a reputed Organization Name: Three d
creative strategy & execution, institute like MICA, Lintas Ad holograms pvt. Ltd.
campaign management, B2B School, etc. Besides, she/he should Position: GM- Marketing
marketing, basic analytics, data have excellent work portfolio to Location: Mumbai
driven marketing and loyalty show and be willing to sit for copy Profile: The candidate must
program management. Preference test. 5 years experienced from any hold Diploma/Degree in
will be given to candidates who ad agency of repute is desired. Media Marketing / Sales / Mass
are Post graduate in Marketing Email: recruitment@jawedhabib. Communication along with
and/or Mass Communication co.in knowledge of different types of
and to those with experience in .......................................................... medias for OOH and POP, POS
Direct marketing, B2B marketing, Organization Name: MRM and digital signage. At least 10 years
digital communication, campaign Worldwide of experience is desired.
management & CRM. Position: Art Director and Account Email: dayal@threedholograms.com
Email: gopal.modi@jwt.com, Director ..........................................................
sindhu.sheth@jwt.com Location: Mumbai Organization Name: Xebec
............................................................. Profile: -Art Director: The Communications Private Limited &
Organization Name: BVU Media applicant should have a degree Xebec e-Media Technologies
Limited in art from an institute of repute, Position: General Manager - Client
Position: Director - Business hands off experience in Digital Servicing
Development Design of over 7 years, thorough Location: Mumbai
Location: Mumbai understanding of digital medium Profile: The applicant should have
Profile: The applicant should and the ability to generate & minimum 7 years of ad agency
be a MBA Marketing or related visualize ideas quickly, manage experience, working at Client
with at least 5 years of experience creative projects and translate Servicing profile, besides having
in similar field. She/ He should servicing briefs into creative knowledge about various verticals
be a focused and result oriented strategies for online media. i.e. Print, TV, Radio, Outdoor etc.
individual capable of converting Account Director: The candidate She/ He needs to have Excellent
meaningful leads to lasting business will be responsible for successful Communication skills and prior
revenues and should have thorough development & implementation of experience of managing a team.
knowledge of event industry, both global & local client campaigns, Email: archanap@xebecindia.com
functions and presentation skills. identifying & progress strategic ..........................................................
Besides, she/ he will have to explore development & new business Organization Name: GKB Lens
new business opportunities, identify opportunities with clients, work Pvt Ltd
markets and contribute strategically with the MRM Team to ensure Position: Manager - Advertisement To advertise, contact:
to the growth and direction of the leverage and appropriate application & Communication Neha Arora
organization. of guidance for Global initiatives. At Location: Kolkata Ph: 0120 4077866
Email: engage@bvumedialtd.com least 6 years of experience within an Profile: The candidate should be email: neha.arora@afaqs.com
.......................................................... Agency or the Client side is desired. young, smart, dynamic and should
Organization Name: Music Email: manoj.mansukhani@ be from creative background. Tejal Kantharia
Broadcast Private Ltd mccann.com She/He should have good Ph: 022-40429708, 09619442284
email: tejal.kantharia@afaqs.com
Position: Marketing Manager .......................................................... communication skills and should be
Location: Delhi Organization Name: Aim High proficient in operating multimedia To view other jobs in Marketing,
Profile: The candidate must have Consulting softwares. At least 2 years of relevant Media and Advertising, log on to:
strong analytical skills with excellent Position: PR Manager work experience is desired. http://jobs.afaqs.com
relationship building skills. At least Location: Delhi, Bangalore, Email: careers@gkblens.com

70 afaqs! Reporter, December 1-15, 2010

 Growth comes naturally to us. This time it was even faster!
An incredible 3,26,000 more readers.
     *

PRAJAVANI THE MOST TRUSTED KANNADA DAILY

Prajavani, the flagship Kannada daily from The Printers Mysore Group,
*Source: IRS 2010 Q2

yet again proves that it is indeed the most trusted and respected in the
category. Now with a total of 64.15 lakh* readers! That too at a time,
when the print industry has generally shown signs of sluggishness.
More and more Kannada readers choose Prajavani, because it is the
voice of Karnataka. A trusted, dynamic voice you cannot ignore.

The influence of truth

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