Vikram Chandra Sigh of Relief Retirement Sells What is it that

NDTV’s Group CEO has his work cut out.

8

PROFILEVikram Chandra

“Don’t worry,” says this new campaign.

SBISigh of Relief

Retirement ads are big business for Telugu dailies.

PLUS

LIVINGSOCIAL.COM

Surprise, Surprise 20

TWEETLEVEL.COM

Who’s Influential? 20

DISNEY/UTV

Between the Lines 34

BPL CHIRAG

Lighting up Lives 64

TELUGU NEWSPAPERS Retirement Sells

3246 18

August 16-31, 2011 `100Volume 2, Issue 16

What is it that draws people away from advertising to other careers?

38

��

��

�� Sudip Nag, GM (Advertisement) - 96861 88840. �� Vijaya R - 98440 92091, Nagesh H R - 94498 29038, Anantha Krishnan - 81477 52856 �� Deepak Menon - 98106 65814 �� Prabal Deb - 98303 75315 �� A V Vinod Babu - 99520 16709 �� Ramachandra Rao - 98490 41737 �� Rajeev Pathria - 98201 51642. !�� [email protected]

�� !"�#$�%&$$��'�� (�� )*+� �� !"� #$� %&$&�� '��

�� ,��

-��

��

�

EDITORIAL

5afaqs! Reporter, August 16-31, 2 0 1 1

Volume 2, Issue 16This fortnight...

There’s nothing earth shattering about switching careers. People have been doing it for

ages. What makes a career switch interesting, however, is when the new one is entirely

unexpected.

The advertising industry has always been an interesting melting pot - whether it is people

and their background or the culture. Advertising folklore is replete with stories

such as a doctor becoming a creative director or a tea taster becoming the head of

an agency.

And then there are those whose first-career is advertising. Those who worked

their steadfast way towards getting that dream job in an agency. But there comes

a time when the mind turns to other things besides the usual grind of creative

layouts and client servicing. Things that, more often than not, have nothing at

all to do with advertising.

Burnout, boredom, erosion of the fun factor or just plain politics, whatever

may be the reason, this fortnight’s cover story has a fascinating array of advertising

professionals who went on to do different things.

It is not as if they woke up one fine morning and suddenly decided to try

something new. There is much more thought behind the decision than a let’s-

try-it-and-see whim. Each of the men and women featured this fortnight had a

dormant passion - or two - that was just waiting for the right spark.

There is, in every advertising person, an urge to explore. This is what brought her or him

into the advertising field in the first place. Explorers will be explorers. They tend to go out

and look around for something else to do when there’s nothing much to do in the current job.

The overpowering passion to do their ‘own thing’ gets the better of most. However, it is

those who have the stomach to take a risk that jump in with both feet. Life After Advertising

is the story of such risk-takers. It is also the story of what triggered these admen and women

to take that risk.

NDTV’s Group CEO has his work cut out.

8

PROFILEVikram Chandra

“Don’t worry,” says this new campaign.

SBISigh of Relief

Retirement ads are big business for Telugu dailies.

PLUS

LIVINGSOCIAL.COM

Surprise, Surprise 20

TWEETLEVEL.COM

Who’s Influential? 20

DISNEY/UTV

Between the Lines 34

BPL CHIRAG

Lighting up Lives 64

TELUGU NEWSPAPERS Retirement Sells

3246 18

August 16-31, 2011 `100Volume 2, Issue 16

What is it that draws people away from advertising to other careers?

38

EDITOR Sreekant Khandekar

PUBLISHER Prasanna Singh

CONSULTING EDITOR M Venkatesh

CONTRIBUTING EDITOR Prajjal Saha

SENIOR LAYOUT ARTISTVinay Dominic

LOGISTICSRajesh Kanwal

ADVERTISING ENQUIRIESHansika Koli, (0120) 4077834 4077837 NoidaVarun Mohan, (022) 40429702-5 Mumbai

[email protected]

Marketing OfficeB-3, First Floor, Sector-4, Noida-201301.

Tel: (0120) 4077800.

Mumbai501-502, Makani Center, 5th Floor,

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

Tel: +91-22-40429 709 - 712

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

Bengaluru - 560038, India

Subscription EnquiriesGarima Agnihotri, (0120) 4077837

[email protected]

Printed, published, and owned by Prasanna Singh, Publisher,

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

New Delhi-110 063.

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

Phase II, New Delhi – 110028.

DEFINING MOMENTSShantanu BagchiA film-maker who believes in planning thoroughly.

POVSpoofed Out?Are brands actually over-reacting to being spoofed by rival brands?

62

28REALTYQuaking Ground Why realty firms are cutting ad spends in NCR.

‘SMS 2 Unveil’ involves a step by step revelation.

52STAR NEWS-IBNLIVEThe Future of News

P L U S

RELIANCE COMMUNICATIONSConvincing Enough? 14

MVL MOBILESNot Without My Phone 14

DOUBLEMINTGiving that Edge 22

NORTH EAST INDIAFitting the Jigsaw 42

SONY TVEveryone Likes it 48

DISCOVERY A New Language 62

19

POSTERSCOPE-REEBOKWell Toned Out

22CONTENTS

M [email protected]

afaqs! events presents an analysis of the news business.

After splitting with Honda, the new Hero Motocorp logo was launched at a star-stud-

ded event in London. It was attended by celebrity musicians, actors and sports personalities such as Akon, AR Rahman, Shahrukh Khan, Anoushka Shankar, Boris Becker and David Coulthard, to name a few.

On the new identity, Charles Wright, director, Wolff Olins said, “Hero has become an iconic brand in India. The task we had at hand was to build on the image of an Indian com-pany going international”. It took over 3-4 months for Wolff Olins to create a new brand identity for Hero. “The colour red in the logo depicts con-tinuity and change. It also depicts conflicts.” There is an ‘H’ formed in the logo. The angu-lar formation of ‘H’ symbolises that Hero is no longer dependent on foreign expertise for its brands. It will be focusing on its own engineering capabli-ties. The position that Hero Motocorp will strive to acquire out of this new identity is ‘Catapoult’, a motor-cycle can transform lives.

The logo revolves around high energy and space. Speaking about the new logo, Anil S Nair, chief executive officer and managing partner at Law & Kenneth, says, “The new logo is in sync with the overall philosophy of pushing the limits and boundaries. The earlier logo denoted stature.”

Hero Motocorp had earlier roped in Law & Kenneth as a creative partner to launch and establish the new brand for the company. Global

brand and innovation special-

ist Wolff Olins was handed over the responsibility to create the new brand identity. Maxus will handle the media mandate for the brand.

The logo continues to have the colour red, a colour that has been associated with the Indian two-wheeler giant for ages.

The company has also roped in Bollywood actor Ranbir Kapoor and cricketer Irfan Pathan to endorse the brand. Hrithik Roshan will be associ-ated with the brand. The company has also commissioned a new brand anthem by AR Rahman.

“The anthem is about human sto-ries. It won’t focus on the star power

but will talk about Indians and their asso-ciation for years with Hero,” says Nair.

Explaining the new tagline Hum Main Hain Hero, Nair says, “There is a hero in each one of us.”

According to Nair, it took several months of planning to form the new identity. “When you migrate, it cannot be overnight,” he adds.

The group is plan-ning to connect better with the Indians. The entire creative strategy is engaging and inter-active.

“The new brand identity is born out

of our desire to break the shack-les and realise our potential which were restricted by the nature of our joint venture (JV) with Honda,” says Pawan Munjal, Hero MotoCorp’s managing director and chief execu-tive officer at the unveiling event in London.

The company also launched a 110cc scooter ‘Maestro’ and 150cc off - road bike ‘Impulse’ under the Hero brand for the first time.

‘‘A brand’s messaging has to be distinctive, disruptive, and engaging. Any meaningful brand messaging will not pass through unless the technology construct is presented for reception.’’ARIJIT RAY, PRESIDENT, MUDRA WEST, ON HOW BRANDS CAN DIFFERENTIATE THEMSELVES IN A CLUTTERED MARKET, IN THE STRATEGIST.

HERO MOTOCORP

QUOTE OF THE FORTNIGHT

Nestle India> The company has tied up with Goa-based fash-ion designer Wendell Rodricks to give its confectionery brand Polo a stylised look. Rodricks has designed the packaging for the four new Polo flavours - Lime Mojito, Watermelon Sorbet, Peach Schnapps and Cocoa Mocha. The new fashion flavours aim to take the brand from a high street approach to a fash-ion label and capture the sensibilities of generation next.

Tata Group> The group’s retail firm Infiniti that runs consumer durables and electronics chain of stores under the brand, Croma is planning to go digital as it will soon start selling products online. Besides this, the company is also expanding the presence of Croma stores by opening 10 new outlets by the end of this fiscal and also strengthen the after sales service infrastructure.

Avon> Cosmetics company, Avon is strengthening its presence in India as well as expanding its product portfolio. The company is doubling the number of ‘Beauty Zones’ to tap smaller towns and cities. These zones are one-stop shops where independ-ent sales representatives can place and collect orders, attend sales, product and beauty training programmes.

Avon is planning to strengthen its presence in India as well as expand its product port-folio.

Panasonic is foraying into the healthcare equip-ment segment.

Hermes> The French luxury brand is launching a lim-ited edition collection of four to five silk sarees in India in October. Priced at $1,800 (`81,000 plus taxes) with another $500 for a matching blouse, the ensemble would cost a tad less than the first collection. Earlier in 2000, the silk mousse-line sarees were retailed at Hermes’ London store in Sloane Street.

Panasonic> Japanese electronics-maker Panasonic is planning to enter the healthcare equipment, energy manage-ment and security surveillance systems markets with the launch of ECG machines, blood bank refrigerator, diabetes detector, solar cell, rechargeable batteries and security cam-era in India.

Lakme> Hindustan Unilevers has roped in actress Kareena Kapoor as the brand ambas-sador for Lakme ABSOLUTE. The brand is a high-performance long wear make-up range with products that last up to 16 hours. The new range is inspired by the modern woman who plays myriad roles across her personal and pro-

fessional life. As the face of Lakme, Kapoor will be a part of the brand’s campaigns.

Goa-based designer Wendell Rodricks has designed the packaging for the new Polo flavours.

Britannia> FMCG major Britannia is all set to venture into diabetic-friendly products and set up several greenfield bakery factories including in Bihar, Orissa and Karnataka. The company’s decision to enter the category has been influenced by high price of ingredients due to the food inflation. Besides, Bihar, Orissa and Karnataka, the company also has plans to set up bakery factories in some yet-to-be-disclosed location in western India.

��

6 afaqs! Reporter, August 16-31, 2 0 1 1

MARK

ETIN

G

�� Sponsored by

The logo designed by Wolff Olins

continues to have the colour red, a colour that has been associated with the Indian

two-wheeler giant for ages.

SUSH

IL K

UMAR

Market Share-Sharad Ananda 2010

Source: TAM, TG-CS 15+, 17th Oct 10, 6-24 hrs WB

Why advertise in Sharad Ananda?Average market share of 36%Average daily reach of 2.9 millionAverage TVR pf 0.2819% more time spent than competition

36%

19%

13%

32%

STAR Ananda 24 Ghanta Kolkata TV Mahuaa Khobor

Source: TAM, TG-CS 15+, 21st Sep 10, 6-24 hrs Mah

Why advertise in Bappa Majha?Average market share of 54%Average daily reach of 3.4 millionAverage TVR of 0.1495% more time spent than competition

Market Share-Bappa Majha 201054%

26%

20%

STAR Majha IBN Lokmat Zee 24 Taas

This festival

Place your brand

between two gods!

Durga Puja - 6th Oct' 2011

Ganesh Visarjan - 11th Sep' 2011

> TBWA has won the creative mandate for Inbisco India’s coffee candy brand Kopiko. The win comes on the back of a multi-agency pitch that was held in Chennai. The process was initiated in May this year. There were around three-to-four presentation rounds in the pitch. Agencies that took part in the pitch included Law & Kenneth, Euro RSCG, Interface Communications and a few local agencies. Previously, Crayons Advertising was handling the creative mandate for Kopiko, for a period of about two years. The media agency on the account is Lodestar UM. In the past, the brand has been active on television, as well as in the below-the-line (BTL) space. In the days ahead, the brand plans to advertise heavily on television.

1 0

‘‘Advertisements are meaningless for a brand like ours. We need to break through the clutter and we intend to do that by becoming thought leaders.’’DARSHAN MEHTA, PRESIDENT AND CEO OF RELIANCE BRANDS, THE JV PARTNER OF DIESEL IN INDIA ON USING STAFF AND CONSUMERS AS BRAND AMBASSADORS INSTEAD OF POPULAR FACES IN THE ECONOMIC TIMES

Fiat Motors> The automobile company has called for a creative pitch, as part of its regular practice which takes place every three years. Prior to this, Bates 141 was the incumbent agency, with which the contract ends soon. Bates (then Bates David Enterprise) was awarded the creative mandate for Fiat in February 2008, after a multi-agency pitch process initiated in October 2007. The WPP-promoted Maxus Global is the media agency on record for the Italian auto company.

RTL Group> The JV (joint venture) company between Reliance Broadcast Network (RBNL) and the Luxembourg-based media company RTL Group is looking for a creative partner. The group is looking for an advertising agency for its two upcoming TV channels that are slated to be launched over the coming months. Of the two new channels, one is slated to be a reality channel with international content, while the other channel will be an action channel, targeted at the urban male.

Suzlon> The Pune-based power company has initiated a creative pitch for its corporate brand. This April, Lowe Lintas was awarded part of the brand’s creative mandate for its consumer engagement campaign, which recently got released. While this mandate is to stay with the agency, the rest of Suzlon’s creative duties - for the brand’s upcoming corporate campaign are up for grabs.

DLF Brands> DLF Brands, the fully-owned subsidiary of DLF, is on the lookout for a creative agency for its retail brand, Pure -- Home + Living. The size of the business is around `8-10 crore. The brand is looking for a creative partner to draw a strategy that will include all media - television, print, outdoor and digital for its home solution retail brand. Before this, they were working with a small creative shop.

afaqs! Reporter, August 16-31, 2 0 1 1

>> ACCOUNT MOVEMENT

�� Sponsored by

ADEX 2010, held at the Taj Deccan, Hyderabad, recently saw an eclectic mix of win-

ners. Organised by the Advertising Club of Hyderabad, the awards wit-nessed several big, small, national, as well as local agencies walking away with the top honours. More than 30 agencies participated, sending in more than 700 indi-vidual entries across 38 categories.

RK Swamy BBDO Hyderabad was a top-per with 15 awards in all, comprising nine first prizes and six second prizes. These were in recog-nition of its work for Aparna Constructions, Margadarsi Chit Fund, Hyderabad Industries, Kalanjali, Ramoji Film City, Ushodaya Enterprises, GEF and Hetero Drugs.

VS Rao, partner, RK Swamy BBDO Hyderabad, comments on the agency’s performance, “These prizes not only recognise our crea-tive strengths, but also reflect the trust our clients have in the agency’s ability.” The agency has been associ-ated with Aparna Constructions for the past three years. Sunny Side Up ranked second, with eight first prizes

and three second prizes. Its

work for Green Park (Green Park-Midnight Biryani), Marco Media, Google India and ISB were recog-nised at ADEX 2010.

The Hyderabad-based Doo Creative won awards for its creative effort on Kalaniketan Textiles, Nano and ISB PGPMAX campaigns. It won a total of 15 prizes, with six first

and nine second prizes.Vijay Kumar, chair-

person, ADEX 2010, addressing the perfor-mance of the winning agencies said, “Some of the agencies here pro-duce outstanding work and are really at par with several national and international agen-cies as far as creativity is concerned. However, these agencies hesitate to participate in several large award ceremonies

fearing the ‘Big award ceremony, fat fee’ factor.”

Each group had three-four judges. In all, there were 38 award categories divided into seven groups.

R Neelamegham, ex-manag-ing director, Akshara Advertising; Hemant Agarwal, managing director, Associated Advertising; director Satish Kasetty; renowned artist Sachin Jaltare were some of the prominent names on the jury.

ADEX 2010

��

QUOTE OF THE FORTNIGHT

> Network Advertising has won four new accounts, namely, Nilon’s Enterprises, Tikona Digital Networks (TDN), KCP Cement and Sonal Realty. Of these, the agency will handle both the creative as well as media mandate for Nilon’s Enterprises, KCP

Cement and Sonal Realty, for TDN the team will manage only the creative duties. While Nilon’s was won after a competitive pitch, the rest of the accounts were bagged without any such process.

While Sunny Side Up lost the top slot to R K Swamy BBDO by a whisker,

local agency Doo Creative stepped

into the third slot in the

awards tally.

ADVE

RTIS

ING

The brand is looking for a creative partner to draw a strategy that will include all media.

For Vijay TV, the Tamil GEC from the STAR stable, fiction is now the new gameplan!

In a bid to craft out a fresh channel perception amongst the audiences in the Tamil market, the channel has decided to significantly up its invest-ments in building primetime fiction properties in the next four months.

Not willing to divulge too many details, K Sriram, channel head, Vijay Television, says, “We will launch three fiction properties before the year ends. The investments will be based on the storylines.”

The first fiction from the lot will be a love story that will be out in October. This will be followed by two new family dramas to feed the primetime band by the year-end. Vijay TV currently runs nine non-fiction properties. So, why is there an increased focus on fiction?

“Fiction means habit, repeat audi-ences, stability, and consistency - all the factors that makes a healthy GEC. Also, we feel that the audiences in this market have been short-changed for a while now,” says Sriram.

Sun TV has an almost absolute hold on audiences across all the mar-kets down South. Therefore, to make a dent in the space, Vijay TV had decided to bring in innovative con-tent in format programming, opine various media planners. Reality shows were first introduced to the Tamil audiences by STAR Vijay. Some of its popular reality shows that brought a huge chunk of revenue

to the channel include Airtel Super Singer, Jodi No. 1, Kalakkapovadhu Yaaru and Anu Alavum Bayamillai.

“For a long time, Vijay TV had been working in the non-fiction domain and it did succeed with the audiences. However, fiction brings in a larger audience set since families sample soaps first. Vijay was losing out on this chunk. Reality content can only be a subset of the entire programming of a GEC,” says S Muthukumar, senior vice-president, Lintas Media Group.

The addition of fiction properties to the channel’s pro-gramming lineup will also help it add new advertisers and increase its spot rates.

A top show on Sun TV commands an approximate rate of over `20,000 for a 10-second spot. Whereas, a top show on Vijay TV, com-mands `7,000-`8,000 per 10 seconds.

Retail forms a strong source of rev-enue for Vijay TV but the channel intends to tap into real-estate,

entertainment and hospitality as well.“More and more advertisers have

started to formulate their own meth-ods of measuring a channel’s efficacy, and this approach has worked in favour of Vijay TV,” says Sriram.

Meanwhile, the channel states that formats will continue to be its strength. “We are in talks with inter-national production houses to deliver suitable content. In the second quar-ter of this fiscal, the market will experience this unique product,” says Sriram.

Imagine TV and DJs - A Creative Unit have joined hands to bring the story of a housewife.

G+J International has acquired majority stakes in MaXposure Media.

Cartoon Network> Cartoon Network’s alien-morphing boy hero, Ben 10, is set to star in his first CGI animated television feature: Ben 10: Destroy All Aliens. Slated for premiere in 2012 on Cartoon Network globally, the movie is being directed by Victor Cook . Silas Hickey, creative director for Animation, Turner Broadcasting System Asia Pacific is the executive producer. Ben 10: Destroy All Aliens is written by Marty Isenberg and features the original voice actors from the Ben 10 animated series.

Imagine TV> This month Imagine TV and DJ’s - A Creative Unit joined hands to bring to the audience the story of an Indian housewife. Titled Dharampatni, the story looks at the unwavering love, strength and commitment that every Indian woman has towards her husband and her household. It has Aasiya Kazi and Harshad Chopra in the lead roles. The show premieres in August.

MaXposure Media Group> G+J International has acquired a 78.75 per cent stakes in MaXposure Media Group India. The remaining 21.25 per cent are held by the group’s founder, Prakash Johari, who will continue to be the CEO and MD. Vikas Johari, the co-founder, has been appointed COO.

��

MEDI

A

�� Sponsored by

VIJAY TV

Max> The Hindi movie and special events channel from the Sony stable Max, is once again organising a two-week long film festival titled Ab Tak Bachchan from this month onwards. Max intends to pay Amitabh Bachchan a tribute by showcas-ing some of his best blockbusters, from his four decade long career in the Hindi film industry. The festival will feature mov-ies from genres like action, drama, romance and comedy.

Shemaroo Entertainment> After releasing Bheja Fry 2 to users in the US on YouTube rentals, Shemaroo Entertainment has now taken the movie to users in India free of cost on YouTube Boxoffice. It will be the first movie to be released on YouTube Box Office preceding its television premiere and will be available to users in India for the entire month. YouTube BoxOffice is the special channel launched by YouTube in India.

To make a dent in the space Sun TV holds down South, Vijay TV has decided to bring in innova-tive content in

format programming.

Whether you have it or not, 3G is what everyone is talking about around mobile telephony. Service providers are busy

pushing the service on their platform and com-municating it loud. Speed is the buzzword, with the internet fitting into your mobile screen and the world at the tip of your fingers.

Reliance Communications has launched the next leg of its 3G campaign after the launch com-munication, earlier this year. The focus is on its superior service, the communication based on user experience and a simple message.

Designed by creative partner, Grey India, two new television commercials have been launched that visibly demonstrate how Reliance 3G is dis-tinguished and superior as compared to other 3G offerings in the market.

The films talk about two products - crystal clear video calls and uninterrupted videos on phone. Each film, in a very matter-of-fact way, demonstrates that the experience on Reliance 3G is better through Reliance 3G’s superior IP Network, whether it is video calls without pixila-tion or video streaming without buffer time.

The films have been directed by Prashant Issar of Tubelight Films.

The campaign is a follow-up to the short blast done during the recent ICC World Cup 2011, when Reliance 3G was launched with the thought - Mix Your Worlds. After having introduced the product and benefit earlier, Grey sliced things fur-ther, talking about the problems a consumer faces and taking it heads on.

Shivani Suri, head - brand and marketing,

Reliance 3G, says, “We are certainly not the first to launch 3G, but we are the one who got it right with our superior network and wider coverage. We want to communicate the same through this campaign. With this campaign we demonstrate the difference the consumer will experience with Reliance 3G as compared to other players.”

Malvika Mehra, national creative director, Grey India, says, “We chose the path of demonstrations. It is a very clean, simple and effective way to show superiority. There is so much of tech jargon sur-rounding communication for 3G these days, this is a simple way to put the benefit upfront to the

consumer.” Mehra further adds, “The communi-cation had to be engaging and effective. With both TVCs, I personally think we have achieved that. I have silently watched reactions of friends and fam-ily as they watch these films and believe me, all of them subconsciously reach for the remote think-ing there is something wrong with the left side of their television sets.”

Rohit Malkani and Karan Rawat, executive creative directors and heads, Grey Mumbai, add, “The films are a breath of fresh air in a category that is increasingly getting cluttered with layered communication. This set of films has been shot in a graphic and simple manner. The films are warm and endearing and make the point succinctly and simply so that even a six-year-old can understand it.” According to Suri, what works for the films is the fact that they are based on user experience, with single-minded focus to deal with problems

Convincing Enough?RELIANCE COMMUNICATIONS

After the launch campaign for its 3G services, Reliance Communications now boasts of the service being better than the rest through a straightforward communication. By Biprorshee Das

��

1 4 afaqs! Reporter, August 16-31, 2 0 1 1

The focus is on its superior service, the communication is based on user experience

and the simple message.

�� !">>

Giving up worldly posses-sions and fasting is quite the mantra of renouncement

for the Baba kinds, and in a new commercial for MVL Mobiles, the insight of renouncement for ‘eve-rything except MVL Mobiles’ has been used to portray the brand’s new positioning - Greed is good, or Lalchi bano, sukhi raho.

In the past, MVL Mobiles had released two commercials that were more product feature-led. This

time, while features have been highlighted, a branding exercise and positioning has also been arrived at.

According to Praveen Srivastava, chief operating officer, MVL Mobiles, the positioning is a ‘natural progression’ for the brand, con-sidering the clutter in the category of mobile handsets. “Moreover, we wanted a positioning statement

that can span across different segments of mobile phones, including some of the premium ones that we may launch in the future for urban mar-kets,” he says.

The communica-tion is targeted at SEC B, residing in tier 2 towns, primarily.

Here, greed as an insight is being used in a ‘positive’ light rep-

resenting the ambition of wanting more from one’s phone, rather than a negative connotation. The com-mercial shows a baba of sorts being interviewed by a TV anchor about the renouncement of his worldly possessions, and just then, the baba’s phone, hidden away somewhere, rings loudly. The baba acknowl-edges sheepishly that he uses the phone to listen to loud music, send

Not Without My PhoneMVL MOBILES

MVL Mobiles’ new campaign encourages being greedy about MVL - the phone offers features that can be addictive. By Devina Joshi

�� #">>

Bhat: say it aloud


In this fast-paced world, one is always short of time and is often hounded by the work that remains unfinished. To provide a perfect

solution to persistent chores such as payment of bills on time, transfer of funds, mobile and direct-to-home recharge, The State Bank of India is highlighting its mobile banking offering.

The financial services giant has launched a cam-paign that stresses upon the ease brought about by its mobile banking service.

Conceptualised by R K Swamy BBDO, the tel-evision commercial titled Nagging Dwarfs, shows three dwarf-like characters personifying an aggres-sive bill collector, a daughter demanding mobile top-ups and a helpless mother dependent on money transfers.

As their nagging reaches a crescendo during the protagonist’s morning cup of tea, he reaches out to State Bank of India’s Freedom banking solu-tions. This puts an end to all his worries as he is able to make payments, transfer money and even recharge talk time for mobile phones using the mobile service.

A senior SBI official says, “We were very clear from Day 1 that we wanted to talk about our mobile banking services in a different manner as most of the time the focus is on relationship, especially in the case of advertising in banking and financial services sector. Amongst all the ideas pre-sented to us by the empanelled agencies, we liked

this idea as it matches our thought and also what we wanted to highlight.”

Speaking on the idea, Sangeetha N, executive creative director, R K Swamy BBDO, says, “The idea is the brainchild of Chacko Varghese, senior creative director, R K Swamy BBDO. The televi-sion commercial talks about the kind of uneasiness we feel when we have pending work and we know we need to complete it fast.”

Varghese explains, “Typically, in a situation where our work remains unfinished, things keep popping in our head all the time, reminding us to complete them. It is a very irritating situation. Initially, we thought of creating endearing illustra-tions, but at the table, the illustrations transformed into dwarfs.”

Heaving a Sigh of ReliefSBI

State Bank of India, in its new campaign, highlights the nagging worries of bill payments and the ease brought by its mobile banking offering. By Anushree Bhattacharyya

��

(Left) Sangeetha and Varghese: leave it to us

that the internet community and the target group face every day.

It also talks about mobile number portability, with the films ending with the message to switch over to Reliance for better experience.

“We realise that we are not going to get new users directly on 3G. It will be those who upgrade or users of other networks,” explains Suri.

The TVC is being supported by outdoor, digital, point-of-sale and below-the-line (BTL) promotions.

The media mandate is handled by MEC.

SUPERIOR THOUGHTS

The films have been appreciated for the simplicity of thought

and the no-nonsense messaging. The idea of demonstration, in particular, has met with a nod of approval.

Rajesh Sharma, planning head, Mumbai, TBWA India, is all for the

idea and execution. He echoes views held by the advertiser and the agency who say that unlike most players, the brand here is making an effort to give a reason for consumers to switch to 3G and not just announce its arrival.

According to Sharma, there have been many communication on 3G, and it seems that all the players have hurriedly jumped on the bandwagon without ensuring proper mechanism of delivering the benefits.

“A lot of us have experienced 3G without being too impressed by it. Consumers today do not want to

know that yet another brand has 3G. What they want to know is whether it can really deliver on what is prom-ised. And, it is in this context that the communication works. It goes a step ahead and gives you a compelling reason to switch,” says Sharma.

He adds that buffering and pixi-lation are constant irritants that everyone suffers from, and that in itself contributes to the ads’ recall. He though thinks that the execution of the films could have been better.

Raghu Bhat, founder director, Scarecrow Communications is a bit

more critical when he says that the campaign is not high impact and lacks a real twist.

“They are simple spots. A bit lin-ear, I thought. The message is clear. But, it is not a high-impact campaign. It shows a comparison between 3G networks but lacks a real twist. I think it is hard to convince some-one that my 3G is better than yours based on a rational demonstration. In a product parity scenario, the only option is to charm your way into the consumer’s heart, using the weapons of creativity and wit,” says Bhat.

Bhat finds the singer film (video streaming) to be better as he finds some disruption in the middle of the film. “The ad (singer) could have better by going in for a fresh track rather than a known song, as it adds to the deja vu. In the girl spot, I would edit the celebration of the girl as it can be slightly jarring during repeat viewings,” Bhat observes.

“Overall, the spots will be recalled but may not convince people,” he adds. �

[email protected]

<< �� $��!%

Convincing...

(From left) Suri, Malkani and Mehra: to the point

SBI highlights its mobile banking offering as a solu-tion to persistent chores. �� #%>>

FOTO

CORP

In a recently-released report on the ‘online coupon category’, comScore, the US-based digital traffic measurement firm, reveals that

more than four lakh unique visitors landed on Livingsocial.com in June in India. Its US com-petitor, Groupon.com, which is officially present in the country via Sosasta.com and which is pro-moting heavily via digital advertising, recorded about six lakh unique visitors in the same month. Sosasta.com was acquired by Groupon.com in January 2011.

It is important to note that Livingsocial.com has not officially launched its operations in India as yet. However, the daily deals site has started building its user base in the country. It is advertising (search ads) on Google.com, with links directed to vari-ous city pages since the last few months in India. Information regarding the Indian cities where it will offer its services, is not available explicitly on the site. A close analysis of the site reveals that it will provide daily deals services in about 14 cit-ies in India, including Delhi, Mumbai, Chennai, Bengaluru, Kolkata, Hyderabad, Lucknow, Kanpur, Jaipur, Surat, Ahmedabad, Nagpur, Pune and Guwahati.

Apart from Livingsocial.com and Sosasta.com, the comScore report points out that the daily deals category is dominated by Snapdeal.com, in terms of traffic. More than 1.47 million unique visitors

landed on Snapdeal.com compared to 0.99 million on Dealsandyou.com and 0.95 million on Mydala.com in June. Snapdeal.com claims that it has a registered user base of six million people.

Other sites which managed to get into the list

of top coupons sites are Khojguru.com (2.4 lakh unique visitors), Dealivore.com (1.4 lakh) and Koovs.com (1.1 lakh). Overall, more than 4.6 million internet users (above 15 years) accessed coupon sites from home or work locations in June, in India. The data does not include users who have logged on to daily deals sites via mobile devices or from cyber cafe computers. About 62 per cent of the total unique visitors were male. A majority of the visitors belonged to the age groups of 15-24 years (34 per cent of total unique visitors) and 25-34 years (43 per cent). �

[email protected]

LIVINGSOCIAL.COM��

The US-based daily deals site Livingsocial.com, which has not launched its operations in the country, has managed to get more than four lakh unique visitors on its site from India. By Kapil Ohri

Surprise, Surprise

Livingsocial.com is advertising search ads on Google.com, with links directed to city pages.


If the Twitter influence measure-ment tool named Tweetlevel.com is to be believed, Vodafone

is one the most influential telecom brands on Twitter, compared to other leading telecom service pro-viders such as Airtel, Idea Cellular, Aircel and Tata Docomo, as on July 27.

According to Tweetlevel.com, Vodafone (Twitter.com/voda-fonein) has an influence score of 69, which is high compared to Airtel’s (Twitter.com/Airtel_pres-ence, 63.3), Tata Docomo (Twitter.com/TataDocomo, 63.3), Idea Cellular (Twitter.com/IdeaCellular, 56.4), and Aircel (Twitter.com/Aircel_India, 46.9). Similarly, Nokia (Twitter.com/NokiaIndia,

61) and Samsung (Twitter.com/samsung_india, 61) are the most influential brands on Twitter among the mobile handset manu-

facturers. Interestingly, Nokia and Samsung’s dominance in the mobile handset market is reflected in their Twitter presence. Tweetlevel scores of other leading telecom brands are: BlackBerry (Twitter.com/Blackberryin, 57.6), Micromax (Twi t ter . com/MMXsurpr i se , 50.5), Videocon Mobile (Twitter.

com/Vmobi, 37.3), Spice Mobile (Twitter.com/Spicemobile, 33.6) and Sony Ericsson (Twitter.com/SEIndia, 21.3).

Tweetlevel.com has recently been revamped and re-launched by independent public relations firm Edelman, which calculates the level of influence a person or brand pos-sesses on Twitter. The influence score is measured on a scale of 1 to 100. The tool takes into account about 40 parameters to arrive at the final score.

It tracks the number of followers of a user and the number of people a user is following. Tweetlevel.com analyses the content curated by a user (last 30 days) to understand how much an ‘engaging content’ does an individual create, as opposed to simply broadcasting his opinion. It figures out the total number of updates and measures the frequency of posts. It identifies how many people engage in conversations with an individual or point to his name. Tweetlevel.com also monitors the ‘Twitter Lists’ curated by the user/brand, counts the number of lists a user/brand is included in and the number of people who follow these lists. �

[email protected]

Who is More Influential? Tweetlevel.com, the Twitter tool re-launched by Edelman, helps brands measure their influence on Twitter.com. By Kapil Ohri

TWITTER.COM

Twitter Handle Tweet Level*

Twitter/Vodafonein 69.0Twitter/airtel_presence 63.3Twitter/tatadocomo 63.3Twitter/Aircel_India 46.9Twitter/Mmxsurprise (Micromax) 50.5Twitter/Vmobi (Videocon) 37.3Twitter/SEIndia 21.3Twitter/spicemobiles 33.6Twitter/samsung_india 61.0Twitter/nokiaindia 61.0Twitter/BlackBerryIN 57.6

*as on July 27, 2011.

��

��

The man who made Sachin Tendulkar and Brett Lee play football in the ‘Boost’ commercials and the filmmaker behind the animated mosquito

in Mortein ads, Shantanu Bagchi talks about moments that shaped his career graph.

My first defining moment was my first break around 1991. My course at NID was over and I was awaiting my diploma when I got a call from Mudra asking me if I wanted to do a film project, except that ‘there is no money in it’. It was for Rasna’s instant orange drink. There was no sto-ryboard. I said, “I’ll do it.”

I had this idea around animation, of a conver-sation between peels of orange. The client had just `1 lakh to spare (we lost money from our own pockets making that film). The client made a won-derful gesture when he actually came and gave us more money - not to cover the entire costs, but quite a substantial chunk. He was rather pleased with the final product.

HARD TRUTHSMy second defining moment was a Cannes nomination for the ‘Girl

Child’ campaign made by Leo Burnett. It had intense animation and ran free of cost. Another film I hold dear to me is a film against child pros-titution, which fetched two awards at the New York Festivals and got nominated at Cannes as well along with getting a mention in The Work. This was for the NGO, Prerana.

We studied what typical brothels look like, and created a set. We had to portray how an envi-ronment like that scars you for life. I had to be careful about the lighting and background.

The learning was about interpreting a written

concept and transferring it with the right feel onto film media. Filmmaking can either embel-lish an idea or make you lose the idea completely. I worked on that film with Piyush Pandey.

I also can’t forget what he once told me: “You must disappear as a director from this project.” Every artiste has an urge to prove himself, an urge for showmanship. A great performance comes in not when an actor is acting, but when he is the character.

That is when we say the actor has ‘disap-peared’ and only his performance lives on. I learnt from him that it is vital to let your content do the talking.

SWIMMING IN DIFFICULTY My fourth defining moment came when I worked with the TapRoot team on the Nirma ‘Underwater Ballet’ film. That project taught me to always try something you think you cannot do. The dancers had to dance and come into the right position under water. It was a virtual nightmare and almost didn’t work.

Just figuring out the cast took one month; another went by in finalising other aspects. Twenty-odd days passed in the rehearsal and shoot - in an acrylic set created underwater. And we had to keep cleaning the water each time. The film got 8,000+ hits on the internet, and gener-ated long debates.

SATYAJIT RAY AND MOREI have had the good fortune of working in Sonar Kella as a child artiste. I was around 9 year old then.Ray had this rule of sorts that everyone on the set should return with something that they learnt that day. He told all of us to write down what we learnt each day at the shoot and show it to him.

Ray always pre-visualised his films. He worked very hard on them and had great respect for the written script and storyboard. He would ‘shot divide’ everything. As a result of this methodical approach, he hardly re-shot sequences. I learnt planning from him. It is rarely the equipment or the technology makes a film what it is; it is the mind that works behind it. �

As told to Devina Joshi

& � ' � � ( ) * ) � � �

FOTO

CORP

“It is the mind and

not the technology

that makes a film what

it is.Planning is Important


Wrigley India has signed actor Katrina Kaif as brand ambassador for its

Doublemint chewing gum. With the association, the brand aims to portray an image of fresh blend of spirit, suc-cess and attitude.

The concept of ‘Freshness giving you an edge’ is at the crux of the entire communication strategy.

The creative agency for Doublemint is BBDO India, while the media mandate lies with Mediacom Communications.

A spokesperson from Wrigley India, says, “Our focus will be on developing both Orbit and Doublemint brands. We remain ded-icated in our efforts in building both these brands in India and bringing

them closer to the large cross section of the population.”

Both Doublemint and Orbit belong to the same group, but have not really been able to share equal amount of limelight in India. Orbit is a household name owing to its mas-sive promotional campaigns over the years, and a niche that it has carved for itself as a sugar free gum. On the other hand, Doublemint as a brand has a relatively modest presence in India.

Wrigley India is a subsidiary of Mars Incorporated, that is popu-lar for brands such as Orbit, Extra, 5, Skittles, Starburst, Freedent, Airwaves, Life Savers, Eclipse and Winterfresh, besides Doublemint. �

[email protected]

Giving an EdgeKatrina Kaif has been roped in as the brand ambassador for Doublemint. News Bureau

DOUBLEMINT

Doublemint as a brand has a modest presence in India.

Newspapers’ property supplements have grown thinner in the last few weeks. Vacant hoardings in and around the

capital city have also become common. The con-troversy around Noida Extension is slowly taking its toll on the advertising circuit in the National Capital Region (NCR). Print and out-of-home (OOH), which received heavy advertising from real-estate players, are slowly feeling the heat. According to industry estimates, the print and OOH players have seen a dip of `8-10 crore each in spends.

OOH advertising in Delhi garners about `400 crore annually, and realty brands contribute around `175 crore to this figure. Noida-based pro-jects were high on agenda for these realty players, and 50 per cent of the total spends were for these projects.

However, there hasn’t been any immediate effect on the cash flow so far. A senior official at Selvel Advertising, an OOH firm, explains that no new bookings are being made by real-estate com-panies, and long-term deals of three months are being cancelled after the recent fiasco.

In fact, the problem around the Noida-based projects has also discouraged the realty players to advertise other projects as well. Some big play-ers in the space have reduced their ad budgets by 40-50 per cent.

The effect on the print industry has also been similar. There was a time when power jackets on newspapers were often taken by the real-estate brands. Together, these brands spend around `200

crore annually on newspapers. A senior media observer says, “The industry

was trying to recover from the telecom setback after the 2G scam as telecom players had cut down on ad spends. To top it, the realty fiasco has fur-ther burdened the print and OOH players.”

Debraj Tripathy, chief operating officer, MediaCom says that while the current situation has had a major effect on print and OOH, the radio industry isn’t untouched either. “A lot of these players also advertise through radio as it’s a local medium providing them with a deeper reach.”

Tarun Nigam, executive director, India (North), Starcom Worldwide, remarks, “The real-estate category, which is going through a tough time, will start spending once again during the festive season.”

Agreeing with Nigam, Sunder Hemrajani, man-aging director, Times OOH, states, “There are no doubts that there has been an impact on advertis-ing. Nevertheless, this period of uncertainty is a temporary phase and it’s only a matter of time before the category jumps back into action.” �

[email protected]

REAL-ESTAT E��

Many realty brands, which were once heavy spenders on OOH and print, have taken a backseat in the last few weeks since the controversy around Noida Extension erupted. By Anushree Bhattacharyya

Quaking Ground

According to industry esti-mates, the print and OOH players have seen a dip of `8-10 crore in spends.

A deserted construction site in Noida Extension

(From left) Tripathy, Nigam, Hemrajani and Gupta

SUSH

IL K

UMAR


DOVE The latest campaign from Dove Shampoo for its new ‘Hair Fall Rescue’ conveys the message of reducing hair fall from 100 strands to only two strands.

Outdoor Agency: Ogilvy, IndiaExposure: Delhi, Mumbai, Bengaluru

HINDUSTAN TIMES In a contest titled ‘Delhi 100’, users have to give an identity to ‘Delhi’ city by uploading designs or logos on Facebook. Five designs will be selected, printed (on T-shirts) and distributed to people across the city.

Exposure: Facebook.com/htilovedelhi

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

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

AMULThis one is Amul’s latest take on Karnataka’s ex-Chief Minister’s recent case, where Yeddyurappa is seen smashing Venkaiah Naidu’s laptop and apparently slapping a state cabinet minister.

Outdoor Agency: daCunha AssociatesExposure: Mumbai, Ahmedabad, Pune

OOH DIGITAL

��

PIZZA HUTPizza Hut has launched a new national campaign to highlight various facets of its new avatar. The film comes from the observation that people walk into Pizza Hut, expecting to eat only pizzas. The task of the film is to communicate the brand’s revamped menu.

Creative Agency: JWT, Delhi Creative Team: Anupama Ramaswamy and Simran SahniDirector: Sam Bryant

TALWALKARS BETTER VALUE FITNESS This three-film campaign by Guava Creative Solutions is based on a very key consumer insight - that most people make very lame excuses for not joining a gym.

Creative Agency: Guava Creative SolutionsCreative Team: Vikisha Mehta, Shashank Karmarkar, Riddhi Seta, Eesha Waravadekar and Viraj SinghDirector: Alok Kulkarni

JK CEMENTThe new JK Cement TVC featuring Virender Sehwag revolves around outlandish situations wherein he or Phodu hits cricket balls so hard, that the surroundings are under threat of getting completely destroyed. But, there’s Jodu or JK Cement, to keep the buildings intact.

Creative Agency: Basic4, DelhiCreative Team: Samuel Mathai and Vasundhara SharmaDirector: Mayank Gaur

HEAD & SHOULDERS The print ad, a print innovation builds on the real life chemistry between Saif-Kareena popularly known as ‘Saifeena’. The copy is conversational.

Creative Agency: Saatchi & Saatchi, IndiaCreative Director-Copy: Mithun MirjeeCopy Writer: Mithun MirjeeCreative Director-Art: Rakesh Pandit

TELEVISION

AUDI A6 The ad features Audi A6, one of the Audi’s premium priced model available in India. The headline premises a strong class appeal and symbolises both business and luxury.

Creative Agency: Creativeland Asia Copy, Creative & Art: Team Creativeland Asia

DETTOL SOAPS The ad focuses on monsoon and the illnesses associated with the season. The central characters in this ad are children, who are the most prone to monsoon related infections and illness.

Creative Agency: Euro RSCG, IndiaCreative Director: Shikha TrikhaCopy Writer: Vikramjit SinghArt Director: Jason Philip

PRINT

��

Do Brands Overreact When Others Spoof Their Ad Campaigns?

WHEN A CHILD TAUNTS ANOTHER CHILD YOU DON’T EXPECT AN ADULT RESPONSE. IT IS LIKE A TANTRUM OR A JIBE, AND IF YOU RESPOND YOU BECOME A CHILD. Once in a while when you respond in a ‘fun’ way, everybody can win. But when it is not done in the right spirit, it becomes a bitter name-calling match, and difficult to watch.

A recent example was being the McDowell’s ad, a take-off on Royal Stag. The personal attack on Harbhajan Singh was in poor taste. It also seemed to be self-defeating as it comes from a brand that is deeply involved with cricket.

On the other hand, we also had a hoarding response to Jet, which was done with class. The hoarding said ‘we’ve changed’ and Kingfisher put a hoarding on top saying ‘we made them change’. Brands need maturity and their response must not be led by immediate provocation.

CAN SOMEBODY TELL ME WHY A BRAND LIKE MCDOWELL’S WOULD LIKE TO SPOOF SOME AD OF ROYAL STAG? ON TOP OF THAT A GUY LIKE DHONI AGREED TO THE spoof (this is bizarre). And the only thing you remem-ber from McDowell’s ad is the Royal Stag baseline (how ridiculous).

The moral of this story is that the brand that spoofs gives the other free publicity. Royal Stag should be pay-ing them instead of taking an aggressive stand. The best take that I remember is when Coke called itself the official drink and Pepsi came in with the ‘Nothing Official About It’ campaign. It left Coke speechless. It was all done in such clever way without ridi-culing the other brand.

If somebody spoofs well, appreciate it. If it is not done well, it’s not worth replying to.

A SPOOF TO MY MIND IS ONE OF THE WAYS TO GET INTO CONVERSATIONS. AND REACTING TO THAT SPOOF IS ALSO ANOTHER WAY TO GET into consumers’ conversation.

As human beings we always enjoy a fight, a conflict, especially when it’s guilt-free. And if that is between two famous people - or brands - it is more enjoyable and talk-worthy (or in a connected world: ‘post worthy’). Therefore, if, by reacting to a spoof, a brand benefits then why not?

Both the brands benefit as far as the share of conversations goes. My advice to marketers: if you have made an excellent spot and somebody spoofs it, over-react and attract attention. More people will go see your ad. But if you have a made a bad ad and the spoof is better, let it pass.

In cases where a brand is a challenger (like Virgin, Sprite or Pepsi), spoofing adds to the brand story. It is not necessarily a waste of money.

A SPOOF SHOULD BE TAKEN IN THE RIGHT SPIRIT. IF SOMEONE HAS EVER BOTHERED TO MAKE A SPOOF ON YOUR CAMPAIGN,OR EVEN A SINGLE AD, then your ad must be really note-worthy. It should be taken as a compliment.

Unless someone is deliber-ately trying to mar my brand, I would not react to a spoof. This happened very prominently in the Tide vs Rin controversy. Rin aimed at tarnishing Tide’s image without typically airbrushing or pixellating their rival brand’s name in a TV commercial.

But there have been some noteworthy spoofs like Pepsi’s ‘Nothing Official About it’ campaign. I would also like to mention Dove’s hoardings that spoilt the elaborately laid out plans of ‘A Mystery Shampoo’ campaign by Pantene. I would give due credit to the marketing intelligence behind these brands to come up with something so quick and yet so smart.

�� &��&��Sr VP & Head - Planning, McCann Erickson

� �+,-�� Executive Creative Director, Ogilvy India

� � &��)�&��Head – Marketing, MIRC Electronics

.��-�&��Independent Consultant

Nothing brings out the worst in some brands than being spoofed. Should the ‘spoofed’ brand react at all? By Shibani Gharat


SUSH

IL K

UMAR

��

Up, Up and AwayPWC

The Indian entertainment and media industry is expected to grow by 13.2 per cent over the period 2011-15 and is expected to reach `1,19,900 crore as per PwC. By Ashwini Gangal


The findings of PricewaterhouseCoopers’ India Entertainment and

Media Outlook 2011 study have been released. The overall forecast is that the Indian entertainment and media (E&M) industry is expected to grow by 13.2 per cent, cumulatively, over the period 2011-15, to reach `1,19,900 crore. The industry in 2010 stood at `64,600 crore as compared to `58,080 crore in 2009. The Indian E&M industry grew by 11.2 per cent last year, on the back of improved economic conditions and rebound in advertising spends.

The findings show that with sus-tained growth in advertising as well as consumer spends, the Indian E&M industry is likely to achieve double-digit growth in the fore-cast period. Specifically, television, print and film continue to dominate the E&M industry in the foreseeable future. Though there is good growth in digital spends, significant revenues in the Indian E&M industry continue to be non-digital.

Explaining the findings, Timmy S Kandhari, leader, entertainment and media practice, PwC India, says, “The buoyant advertisement spend will have to be supplemented with subscription growth

for sustainable profitable growth in E&M revenues. Addressable digitisation in the broadcast space and focus on good content across sectors will go a long way in achieving this objective.”

PwC has released a segment by segment forecast for the period 2011-15. Over the next five years, the TV sector is estimated to grow at 14.5 per cent cumulatively; this industry was estimated to be `30,650 crore in 2010. The film sector is projected to grow at a CAGR (compound annual growth rate) of 9.3 per cent; this industry was estimated to be `8,750 crore in 2010. The print media sector is projected to grow by 9.6 per cent; this industry was estimated to be `17,870 crore in 2010. The radio sector is projected to grow at a CAGR of 19.2 per cent; this industry was estimated to be `1,080 crore in 2010. The music sector is projected to grow at a CAGR of 17.6

per cent; this industry was estimated to be `950 crore in 2010. Internet advertising is projected to grow by 25.5 per cent; this industry was estimated to be `770 crore in 2010.

The estimated size of OOH (out-of-home) advertising spend is projected to reach ` 2,400 crore in 2015 from `1,400 crore in 2010, showing a growth of 11.4 per cent.

The animation, gaming and visual effects indus-

250

200

150

100

50

-50

300

350

Television Print OOH Radio Internet Film

��

0

2009

2010

Growth

/� ��

��0

�� 1!>>

Dharampaji seems to have cast a spell on the latest season of India’s Got Talent,

which is currently on air on Colors.The third season of the property

became the slot leader at 9 PM (in its launch week) for the week ended 30 July, 2011. According to TAM (C&S 4+, HSM), it opened with a TVR of 3.91 and went on to average at a 3.55 TVR during the week.

As compared to the opening and the first week average ratings of the show in its first two editions, the lat-est season surely wins the race.

Consider this: the first season of India’s Got Talent opened with a TVR of 2.36, while its average for the first week stood the same ground. Meanwhile, in the second

season, the opening TVR for the show was 3.08, and its first week average was 3.32 TVR.

Quite evidently, it has been gain-ing strength with each year. So, has worked for the show?

When it comes to reality con-tent, the general trend exhibits an upswing in audience viewership with every passing season, provided the brand has been able to establish a good equity for itself.

“While the quality of talent on the show is good, audiences are inquisitive to see Dharmendra in a new avatar. And, this curiosity has helped the channel to attract addi-

tional eyeballs,” says Balakrishna, COO, Percept Media.

But, will the show be able to sustain this growth? Media execu-tives are yet to pass a verdict on the show’s sustainability within the same TVR range. This is because, if one examines the second season performance, it

is observed that the viewership had fallen towards the end of the season.

Colors is, however, confident that the show will continue to grow in its current pace. Says Ashwini Yardi, head programming, Colors, “We intend to make the show even more engaging with every pass-ing week. And this, coupled with an aggressive marketing push, is expected to generate more eyeballs.” It is pertinent to note here that the show has dipped to an average 3.2 TVR in its second week. While the Friday episode rated a 3.4 TVR, the Saturday episode rated 3 TVR. �

[email protected]

New Viewership QuotientIndia’s Got Talent has overtaken its first two editions in the race for the opening and the first week’s average ratings. By Anindita Sarkar

COLORS

The Indian E&M industry is likely to achieve double-digit growth in the forecast

period.

Yardi: on the upswing

(Revenue Growth for E&M Industry in 2010)

SUSH

IL K

UMAR

try is projected to grow at a CAGR of 21.4 per cent, this industry was estimated to be `3,130 crore in 2010.

The findings suggest that the next five years will see digital technolo-gies increase their influence across the industry. However, the pace of change will continue to be slower in India compared to other territo-ries. According to Kandhari, “India is digitally informed, but not digitally empowered, yet!”

Marcel Fenez, global leader, entertainment and media practice, PwC, on the migration to digital consumption, says, “The Indian con-sumer is yet to reap the benefits of the enhanced digital experience seen in other markets where smart devices and enhanced bandwidth speed pre-vail. This is an issue highlighting the need for future infrastructure invest-ment and the overall affordability of devices.”

Finer industry-specific pre-dictions shed more light on what may be expected from some of

these segments.While TV is expected to be large-

ly advertising-dependent, radio and OOH media are expected to yield phenomenal growth due to increase in ad spends and advertising growth, respectively. While social media is expected to become an important part of online advertising, this industry is expected to continue facing chal-

lenges around measurement tools.

FLASHBACK 2010

Notably, in 2010, the advertising industry registered a growth of

14.3 per cent and stood at `247,500 crore compared to `216,500 crore in 2009. Internet advertising, with 28 per cent growth from `600 crore in 2009 to `7,700 crore in 2010, remained the fastest growing segment as an

increasing number of advertisers are using the online platform to connect with the youth.

As far as the growth in revenue for key segments in the industry is con-cerned, it may be noted that in 2010, the TV industry grew by 15.4 per cent from `26,550 crore to `30,650 crore; the print industry grew by 10.7 per cent from `16,150 crore to `17,870

crore; the OOH industry grew by 12 per cent, from `1,250 crore to ` 1,400 crore; the radio industry grew by 20 per cent from `900 crore to `1,080 crore; the internet industry grew by 28.3 per cent from `600 crore to `770 crore; and the anima-tion, gaming and VFX industry grew by 31.4 per cent from `2,380 crore to `3,130 crore. Also, the music indus-try grew by 25.7 per cent from `750

crore to `950 crore. The only industry that didn’t grow

was the film industry; in fact, it fell by 7.9 per cent from ` 9,500 crore to `8,750 crore, in 2010.

GLOBAL FINDINGS

This year, PwC studied 48 coun-tries in all, and overall findings

indicate that the global E&M industry has emerged from the recession.

While the UK, US, France, Germany and Japan have been deemed the ‘mature markets’, Fenez labels Pakistan, Mexico, Columbia, Indonesia, Vietnam, Turkey, South Africa and the MENA (Middle East and North Africa) region as the ‘Golden 8’ nations because they are all expected to yield high growth in the years ahead.

Also, a great deal of consistency in the growth rate of the BRIC nations (Brazil, Russia, India and China) is expected. In general, broadband penetration, mobile internet penetration and smartphone penetration are expected to be the key drivers of growth in the E&M industry, globally. �

[email protected]

<< �� $��12

Up, Up and Away

3 1afaqs! Reporter, August 16-31, 2 0 1 1

While a movie’s stay at a multiplex depends upon how good or futile the content is, the first box-office record of the movie

is always gauged by how striking the marketing strategy has been for the product.

UTV Bindass has taken this into account and has thus made an attempt to craft a platform in the non-fiction genre in a bid to garner fresh eyeballs for the channel.

In the mid-August, Bindass launched a new show that aims to provide film makers with a plat-form that can be used intensely to promote and publicise their movies, combining all the promo-tional features into a half-hour package. The show which is called Publicity Ke Liye Kuch Bhi Karega..., and occupies the 8.30 PM slot.

The format does not allow any beating around the bush, the channel claims. The show is an amalgamation of interviews, exclusives, perfor-mances, movie merchandise, auctions and special unseen previews. The show also has an interac-tive mode between the audience and the entire cast and crew of the film, whereby the fans get an opportunity to question their favourite stars on the Bindass page on Facebook - www.facebook.com/bindass. Publicity Ke Liye Kuch Bhi Karega is shooting the responses of the stars and post it back on the same page.

Though each episode of the show is thematic to the movie in terms of the format more than the segments, the attitude and vibe is constant. Each episode is customised to the kind of film that is be promoted.

According to Keith Alphonso, business head,

UTV Bindass, movie promotions are done on a huge scale these days, with the cast and the crew of a movie going all out to promote their latest upcoming release. “At UTV Bindass, we realised

the potential of this and created a platform which will enable the movie makers to publicise their movies in all the ways possible. At the same time, the viewers will be entertained with varied insights from the entire cast and crew of the film,” says Alphonso.

Publicity Ke Liye Kuch Bhi Karega...is produced by Face Entertainment, and co-owned by Milind Soman and Monia Pinto. The show will be hosted by Aaliyah Khan. Today, marketing is an extremely critical and aggressive element for any movie that is set to hit the cinema theatres. Therefore, television has become one of the primary media platforms for such promotions, with movies finding aggres-sive footing across genres such as news channels, music channels or lifestyle channels, movies are finding aggressive footing across such genres. But for Bindass, the show could help the channel bring in fresh eyeballs. “Given its positioning, the show is surely going to be more tongue-and-cheek than other shows across varied genres. This could help the channel increase the show’s stickiness,” says a media executive from a leading agency. Anamika Mehta, COO, Lodestar Universal, is of the view that since UTV is also a producer of movies, the show will be an added advantage to the network’s movie stable. �

[email protected]

New Menu on the PlatterUTV Bindass has launched a show that provides film makers with a platform that can be used to promote their movies, by combining all the promotional features into a half-hour package. By Anindita Sarkar

BINDASS.COM

The show is mixture of interviews, performances,

movie merchandise, auctions and unseen

previews.

��

The film industry fell by 7.9 per cent from `9,500 crore in 2009 to

` 8,750 crore, in 2010.

If you had happened to flip through a Telugu daily in the month of June, you would have noticed a series of special ads in which friends,

colleagues and students bid farewell to their senior colleagues and teachers on the occasion of their retirement from service. Called retirement ads, this category is unique to the state of Andhra Pradesh (AP).

This phenomenon gains momentum during June when the maximum number of people retire, with a spillover in July. However, it is present in other months as well. Those who did not have a proper date of birth while joining the government service, retire in the month of June in Andhra Pradesh.

As per market estimates, the top three Telugu newspapers in the state clock around `3 crore in the month of June, while during the other months, the figure would be close to half. So annually, these newspapers put together clock around `15 crore from such retirement ads. This is more than 60 per cent of the total revenue that Telugu dailies garner as personal ads.

In comparison, the classified advertising cat-egory ( which includes matrimonial and real-estate ads) in the state, is only a third - `5 crore.

WHEN IT ALL BEGAN

This trend had a humble start, with Eenadu gathering thanksgiving advertisements by

teachers and headmasters in 1994. The daily man-aged to fetch `20,000 for the newspaper that year.

The phenomenon picked up the very next year in 1995, and the category contributed `5 lakh to its topline for Eenadu.

Though the approach was different from its present form. Those who were about to retire thanked all those who had helped them during

their professional journey, while others advertised because they were looking forward to their second innings.

But now, the newspapers approach well-wish-ers (students and colleagues) of those who are about to retire from various departments of the government, to send their good wishes for the second phase of their lives. Retirement ads are now gathered from family members, colleagues, well-wishers, students, contractors and suppliers, among others.

This category was subsequently picked up by Andhra Jyothi in 2001, and recently by newcomer Sakshi, in 2008.

The category got a shot in the arm with

the launch of hyper local editions by Eenadu and Sakshi. Over the last five years, it has grown about 50 per cent in revenue.

Talking about the category, KRP Reddy, direc-tor, marketing, Sakshi, says, “The category has now spread to other government departments such as the police, PWD, irrigation, revenue, excise officials, engineers of R&B and Panchayat Pramukh, among others.”

He adds that 10 years ago they used to be small ticket sized ads in black-and-white, while now, they are colour ads replete with the photographs of those about to retire, along with their spouses.

The Art of Selling RetirementTELUGU DAILIES

��


Telugu dailies in AP generate ad revenues over `15 crore from retirement ads. By Sumantha Rathore

(Left) Reddy and Rao: thinking differently

The retirement ad category got a shot in the arm with the launch of hyper local editions by

Eenadu and Sakshi. �� 1%>>

Expanding its presence further in Madhya Pradesh (MP), The Times of India is all set to

launch two more editions from the state in the third week of September. The group is expected to launch two editions - Bhopal and Jabalpur in quick succession.

According to sources close to the development, the TOI’s original plan was to launch its first edition in the

state from Bhopal, but the plan was altered and in June, the Indore edi-

tion was launched first.The BCCL (Bennett Coleman &

Co Ltd) group has tied up with Nai Dunia, to use the latter’s printing facility in the state. The group will launch the Bhopal edition with an initial print run of 20,000 copies, and 10,000 copies from Jabalpur.

With the Bhopal edition, the TOI will be able to serve eight districts around the city includ-ing Sagar, Harda, Vidisha, Sehore, Hoshangabad, Betul, Chhindwara,

Ashok Nagar. The Jabalpur edition will give them access to Rewa, Satna and Narsinghpur.

Talking about the response the TOI’s Indore edition has managed to garner, sources say, “Initially, it was started with 10,000 copies and within a month’s time, the print run has doubled and they are printing 21,000 copies of the Indore edition.”

The group is expected to launch a 20-page main edition, similar to the Indore edition, and a weekly pullout titled Jabalpur Plus for Jabalpur city, and Bhopal Plus for the Bhopal city. Apart from this, the regular week-ly supplements of the TOI, which are distributed elsewhere such as Education Times, Ascent, and oth-ers, will be made available in both cities. �

[email protected]

Expanding the HorizonThe TOI group is slated to launch editions from Bhopal and Jabalpur in the third week of September. By Sumantha Rathore

TOI

The BCCL group has tied up with Nai Dunia, to use its printing facility in MP.

Interestingly, it is still the good wishes for teachers by their stu-dents and ex-students that constitute around 40 per cent of the total rel-evant ads across papers.

THIS IS HOW IT WORKS

Reddy informs that a publication like Sakshi gets a comprehensive

list of those retiring from various government departments six months in advance. The same practice is fol-lowed by other publications as well in the state.

This list is then divided district wise and sent to respective centres, and from there, the sales team of each publication follows up a month prior to the date of retirement, with family members and well-wishers.

Most of the leading publications in Andhra Pradesh bring out two sections of the newspaper every day. The main edition (a broad sheet) of the newspaper which is common across the entire state and a tabloid-sized supplement, which has two sections - one for the entire district, and the other for a single constitu-

ency. This means that an advertis-

er has the choice of advertising in entire Andhra Pradesh (in the main edition), or in one district (in the tabloid), or within a specific region within the district.

The constituency being the small-est unit, the average ad rate in the constituency pullout varies from `40 to `75 per sq cm, whereas the rates for a district edition stands anywhere between `80 and `550.

And, retirement ads across mul-tiple editions cost around `2,000 per sq cm.

Most of the volume comes from district ads, where the ad rates are in the range of `110 to `550 per sq cm.

However, it is not easy for the publications to get the `10 crore, and have to undertake various promo-tions in order to get the share of the

advertisements. And, to lure in more personal

advertisers, publications offer dis-counts. For example, Sakshi offers a discount of 15 per cent for this category.

Purandhar Rao, general manager, advertisement, Andhra Jyothi, who was one of the key members in start-ing the concept at Eenadu reflects, “We took the personal ad category to the next level with this concept at Eenadu. And, it paid dividends.” He further shares that the billing for Andhra Jyothi for the retirement ad category went up from `4 lakh in 2001 to `50 lakh recently.

But interestingly, the category which is so popular in AP has not entered the other South Indian states - Kerala, Tamil Nadu or Karnataka. It would be interesting to see if this phenomenon can make a mark in the other states as well. �

[email protected]

<< �� $��13

The Art of...


International media companies are readily upping their bet in the Indian media space, and the lat-

est to enter into the fray is Disney. Recently, The Walt Disney Company (Disney) conveyed its intention of taking full control of UTV Software Communications (UTV).

So, what could this deal mean to Disney and as a consequence, to the industry?

Many media analysts opine that the Disney-UTV deal poses an extremely positive move, reinforcing the fact that that the West is taking a keen interest in the Indian media fraternity.

“India is a potential revenue driver and will provide a huge consumer base to Disney,” says a top analyst of a broking company, who does not wish to be quoted.

While the deal will help the global conglomer-ate, to get further access into Bollywood through UTV, which has grown to become one of the lead-ing producers and distributors of films in India, Disney will also gain expansion in the mass Hindi entertainment space through the UTV television channels.

“While most of the content on the UTV chan-nels is suitable to the Disney taste and will only see further improvement in programming with more money from the Disney stable, the UTV Bindass channel could eventually see a slow con-tent transition,” speculates Prabhakar, head, CMS

Media Lab. For Navin Khemka, senior vice-presi-dent, ZenithOptimedia, the deal means a massive expansion of the target group for Disney in the Indian television landscape.

“UTV has a good channel portfolio, especially in the niche domain. The brand is established. And, with more money being pumped in by Disney, the network could move on to show huge potential,” he says.

But, while the goodies are many, there are a few risks, too. Disney is a big pocket player and with it building a large network in the mass entertain-ment space will surely lead to more fragmentation of the market.

While Disney’s growth will fundamentally pose

a threat to the existing large players such as STAR, Viacom18 and Zee, it will also infuse further crowding of the market. Content costs will go up, and so will distribution.

“This will lead to less margins, more costs, and thus, more pressure,” says another top executive from a brok-ing firm.

He states that in the Indian media space, while the operating margins are high for a channel, its sustainabil-ity becomes an issue in the long run. And, therefore, many look at foreign investments to sustain business in the long run. Earlier, in January 2009, Turner International had formed a 50:50 joint venture with Alva Brothers Entertainment, to launch the Hindi

entertainment channel Real which could not sus-tain itself in the market.

So, evidently while the company is a large global entity, the success of the brand in the Indian market is still speculative.

However, media pundits think that in the long run the Indian entertainment industry could become more of a global phenomenon in a local market.

Interestingly, Walt Disney’s decision to take full control of UTV comes as a growing number of media and entertainment networks such as NBC, Time Warner, Viacom and Sony, are seeking to expand their presence in the country. �

[email protected]

Reading Between the LinesDISNEY/UTV

��

It is not easy for the publications to get such ads. They have to undertake various promotions in order to get the share of

the advertisements.

What does Disney’s takeover of UTV imply? With the former building a large network in the mass entertainment space will it lead to further fragmentation? afaqs! Reporter explores. By Anindita Sarkar

The deal reinforces the fact that the West is taking keen interest in the

Indian media fraternity.


ADVERTISING

What could be common to a high-end travel tour organiser, an adventure cyclist, a jungle safari conductor, a stand-up comedian, a ceramic

maker, a farmer, an author and a production house owner?

In this case, all of them have had something to do with advertising.

Advertising is a very accommodating industry. Accountants, engineers, doctors, dentists and even tea-tasters have made it big here. There are some who have moved away to pursue other career interests, which more often than not, have nothing to do with advertising. What makes them do it?

THE PERFECT PLATFORM?

Advertising as a profession is different from others. It provides independence and the

constant opportunity to unlearn things. It exposes one to lots of other interesting things all the time. A banker might be an expert in banking and finance, but an advertising person could be a Jack-of-all-trades. Is that what prepares one for an offbeat career?

Former senior vice-president and managing partner of JWT South (Chennai and Hyderabad), Anita Gupta, quit advertising a few years ago to craft high-end adventure travel experiences for special interest groups such as corporate professionals, NRIs, artists and museum teams. Gupta, whose company is called Travelling Lens, also manages a travel-cum-photography brand by the same

name. She agrees that being in advertising has helped. “To be able to do justice to your job, you have to have a passion that feeds into your job.” Travelling Lens takes, on an average, 40 select clients out every year.

Or take Amitabh Bhattacharya. He quit his job as creative director, McCann Erickson, to co-found his own film production house with Junaid Memon, a friend. But the partner and executive producer of Nomad Films is also an inveterate adventure cyclist. “Compared to other fields, advertising provides a wider exposure. Besides, advertising is a great teacher.”

So, why did he quit as creative director of McCann Bangalore in 2003 after 10 years in the business? “My hard work was being ignored and it was my lack of being politically correct all the time that became my nemesis at my senior level agency post,” he says.

Running his own production house the way

he wanted to is the kick that keeps Bhattacharya going. “This brings me to cycling. It is a ‘calling’ of sorts. Either you ride, or you don’t. There’s no scope to feel shortchanged. It is an overwhelming and satisfying form of self-expression that helps me perform better on the job too,” says Bhattacharya explaining his love for cycling.

He started cycling in 2008, and participated in the Geneva-Cannes Fireflies Tour this year. The Fireflies Tour (an eight-day, 1,000-km ride through the French Alps) is a cycling event that raises funds for research on Leukamia. Bhattacharya cycles close to 10,000 km a year.

“This is just something that advertising does to you,” exclaims Sanjay Krishnan an ex-JWT man, who launched Wilderness Safari in 2008. “At an

Just as advertising draws people from other professions, other professions too draw people from advertising. afaqs Reporter meets some of the latter. By Ashwini Gangal

LIFE AFTER ADVERTISING

ANITA GUPTA Travelling Lens

A banker might be an expert only in finance, but

an ad person could be a Jack-of-all-trades. Is that

what prepares the latter for an offbeat career?

ANUJA CHAUHAN Author

��

ad agency, people are exposed to so much creative thinking. They’re more likely to act on their passion,” he says.

Krishnan organises tours to Dudhwa National Park. He was an account director. He joined advertising straight out of college but lasted just five years in the business. Even so, he insists that being in advertising helped. “Servicing clients in an agency and dealing with people at a camp are not too different. Both involve handling people.” Is it smooth sailing then after switching careers?

NOT ALWAYS A BREEZE

Any start-up comes with its attendant problem. Says Krishnan, “The biggest problem was

dealing with this mindset of people when they ask, ‘Why are you leaving a promising career like advertising’. Another problem was that Dudhwa was also not well known. So, getting people to learn about the place and getting them to come there was a challenge.” Krishnan’s camps - like any jungle safari in India - run for six months every year, between November and May.

Gupta, too, had her share of problems. “The biggest hiccup was getting used to the absence of the kind of advanced technology and infrastructure that agencies offer,” she says. Another was the

issue of sourcing talent. Away from agency-life, not having the best talent available is a challenge. “But I have learnt how to attract the right talent and staff for my current line of work.”

There are others who have moved, tried out something and come right back too. Advertising allows this latitude. Many industry observers believe that in advertising, daily experimentation is part of the job, which is why it increases the risk-taking

abilities of people. So much so that though people from this profession take the risk of quitting midway and chasing other horizons, they can count on peer support.

Ogilvy Mumbai’s vice-president, planning, Prem Narayan, had decided to quit advertising a few years ago to turn farmer. Narayan and his uncle got into large-scale farming at Tirunelveli, Tamil Nadu, in August 2007. Together, the two set up close to 200 acres of farmland. They opted for long-term crops such as gooseberry (amla), lemon, eucalyptus, corn and sunflower. Within a year, however, Narayan ran into some trouble and moved back to Ogilvy Mumbai. Today, his cousin, along with a manager, looks after it.

Narayan says, “Had I been in any other profession, my colleagues would probably call me a ‘cuckoo’ if I told them that I want to renounce my job to go farming, but advertising guys are diverse and interesting people and are chilled out enough to lend emotional support when their colleagues do such things.”

CREATIVE ITCH

Popular stand-up comedian, Neeti Palta (a former copywriter at JWT), who spent

around 11 years in advertising, jokes about her own story, “You could say that I found my trigger to pursue a career in comedy on-the-job. After all, you do develop a sense of humour in this industry. And as a copywriter, you’re constantly coming up with witty and quirky stuff.”

Palta, who performs in

Delhi and Mumbai regularly, is considering an offer to go to Udaipur for a ‘corporate gig’ (an entertainment session that is part of an off-site team building workshop for members of a corporate organisation). She recently launched an initiative called Loony Goons that helps upcoming comedians to clinch gigs and perform more often. After a dozen years in the industry, Palta found out that a laugh or two goes down well with most people. Are advertising people more prone to act like this? Some call it madness.

As Gopi Kukde, co-founder of Advertising Avenues, says, “Unless you have a certain madness about you, you can’t be in advertising!” Extend that and it makes sense why advertising folk go through such sudden urges. Inherently restless people harbour multiple interests and passions.

Kukde himself took a sabbatical from advertising in 1990. Keeping all creative instincts aside, he studied ceramics for five years, after which he started working for architects. He soon started selling his artefacts and launched his own ceramics business called Useless Ceramics. Kukde returned

AMITABH BHATTACHARYA Nomad Films There are those

who try out something and

come right back too. Advertising

allows this latitude.

RACHANA YADAV, former account director at Everest Advertising, quit in 1992 and converted her knack for interior designing into a part time hobby which slowly evolved into a full-fledged profession.

With her own furniture-making factory and showroom, Yadav’s interior designing company ‘Studio Line’ picked up. But, soon, she got bored of this as well. Today, she delivers

stage shows regularly and runs her own dance school

called ‘The Rachana Yadav Kathak Studio’ in Gurgaon.

Reason for quitting: Sheer pressure and

fatigue.

increases the risk taking o much so that though people n take thedway and

zons, they upport. ai’s vice-ng, Prem ided to quit years ago to

rayan and his e-scale farming at

Nadu, in August he two set up close mland. They opted for ch as gooseberry (amla), corn and sunflower. Within arayan ran into some trouble Ogilvy Mumbai. Today, hisa manager, looks after it. Had I been in any other eagues would probably call told them that I want to go farming, but advertising

d interesting people and areto lend emotional support

es do such things.”

EATIVE ITCHp comedian, Neeti Palta (ater at JWT), who spent

n advertising, jokesry, “You couldtrigger to

omedy all, a

in as’re

up quirky

rforms in

converted her knack for interior designing into a part time hobby which slowly evolved into a full-fledged profession.

With her own furniture-making factoryand showroom, Yadav’s interior designing company ‘Studio Line’ picked up. But, soon, she got bored of this as well. Today, she delivers

stage shows regularly andruns her own dance school

called ‘The Rachana YadavKathak Studio’ in Gurgaon.

Reason for quitting:Sheer pressure and

fatigue.

JAYANT GHOSH Maati Agrotech


to advertising in 2000, though he continues with his passion. He says, “This madness, coupled with multiple interests, often inspires people to take sabbaticals or call it quits, in order to chase their hobbies, or at least, convert them into side careers.

Kudke’s example was followed by Shalini Dam, former national creative director of Grey Delhi. The student of pottery quit last year to pursue ceramics full-time. She has even trained under a ‘kumhar’ for three weeks. “If you really want to pursue something, why wait?” asks Dam adding, “It takes time to become good at any craft, so the

sooner you take to it seriously, the better.” Self-expression is what Dam calls it. But isn’t

creative advertising too about self-expression? Ask Anuja Chauhan, bestselling author, who has written two books laced with Hinglish, an approach generally frowned upon by purists of language. Both The Zoya Factor and Battle for Bittora became the rage when they were released.

Now a full-time author the ex-executive creative director of JWT, says, “Advertising is a great training camp. It teaches you a lot. But, you end up becoming a suit with a ponytail, the higher you climb. When you get pushed up the ladder, you spend too much time in meetings and creativity dies. When you rise, the pencil and the yellow pad fade away.”

There are many who succumb to the pressure that comes along while climbing steadily up the corporate ladder. Many find the corporate culture an obstacle to letting their creative expression loose and they call it quits after a while. The more managerial the role gets, the less enjoyable it is for creative people. Not everyone agrees with that assessment though.

VETERANS’ VERDICT

It is not as if people are deserting advertising in droves. The people running the advertising show

have their points of view. Priti Nair, co-founder, Curry-Nation insists that, unlike other fields where the higher one climbs the more comfortable one’s job gets, in advertising the higher one climbs the more stressful things get, she says tolerantly of those who are looking for fresher pastures.

KV Sridhar, aka Pops, national creative director, Leo Burnett India, is scathing. He believes that those who switched fields from advertising to

other passions midway in their careers, were probably not passionate enough about advertising in the first place. “The notion of ‘creative burnout’ is just a myth. It is just an escapist route to cover up one’s own inefficiency. In this profession, burnout occurs when you stop being an eternal student of life,” he points out.

What about those who find senior jobs too management-oriented for their liking? “This just

shows their lack of creative leadership. I know many hardcore creative people who enjoy their work so much that they prefer staying craftsmen and copywriters all their lives.” Sridhar feels that such people are not interested in client meetings and high posts. Those who accept promotions and raises, should also deliver accordingly and not shy away from the role that comes with it. “The posts of executive creative director or national creative director roles are ‘thought leadership’ roles. You can’t accept the promotion and then crib about the managerial part of it,” he thunders.

Ashish Khazanchi, national creative director and vice-chairperson, Publicis Ambience, is a

more indulgent. “As you roll on in this profession, it becomes more about judgement and delegation than doing it yourself. That’s when you start missing doing the creative work,” he says. When one starts missing that creative outlet, to fulfill this craving, one tends to take to other interests seriously, especially if it is financially viable.

Not everyone looks to combine creative outflow with the profit motive. Jayant Ghosh’s last

Twenty-five-year-old ADITYA MANRALmoved out of advertising after spending a couple of years in the industry. His last designation was account executive, JWT. The former client servicing professional, is now a dorm parent at the Mussoorie-based Woodstock School, a residential set up.

Reason for quitting: A hazy role in the larger scheme of things.

Many find the corporate profile an obstacle to letting their creative

expression loose and they call it quits after a while.

GOPI KUKDE Useless Ceramics

(Left) PREM NARAYANBack to advertising

agency job was as senior client servicing director at Lowe Lintas in 2009 working on brands such as Wills Lifestyle and Parker pens. Today, he is in Ranchi and runs Maati Agrotech, an agricultural and livelihood promotion institution that works with farmers. Maati, based in Jharkhand, Madhya Pradesh, Odisha, helps 300 farmers in 27 villages.

Ghosh devised a cultivation model - the Maati Vegetable Cultivation Model - that included irrigation methodology and knowledge about new ways of growing vegetables. He introduced poor, small-time farmers to technology.

In the initial days, help came when the UNDP (United Nations Development Programme) approached him and asked him to do a pilot for them in six villages across Jharkhand. Then,

the State Government took up this model as a state policy and started implementing it on a large scale. Currently, the Jharkhand State Rural Development Department is implementing Ghosh’s model for around one lakh farmers.

Why did he move after 14 years in advertising? “In the late 1990s/early 2000s, I found lack of substance in the industry. Agency professionals would spend three-four hours in meetings discussing things like the colour of one dress!

The client became the focus of everything and agency professionals gradually became what I call ‘professional invertebrates’. The joy was sucked out of the job.” Kaushik Mukherji is another who quit the advertising and communications industry two years ago to found Bhoomi Corp. It deals in agriculture retail and Mukherji finds it fulfilling.

THERE’S REASON

Bobby Pawar, chief creative officer, Mudra Group, agrees with Pop’s assessment that the

concept of creative burnout is a myth. He, however, understands why multi-talented advertising professionals tend to gravitate towards their other interests somewhere down the line. “It’s not like you’re wedded to your profession,” he points out, adding that with the right level of discipline it is possible for a senior creative professional to decide how much of work he wants to delegate.

Josy Paul, chairman and chief creative officer, BBDO India, has an existential take on the issue. “It all depends on one’s sense of how much work is left ‘unfinished’ in the industry,” he sighs. He feels that it is this sense of ‘unfinished business’ and the need to re-invent that keeps people going. “I make no judgement on people who’ve moved out. Maybe they didn’t feel the sense of ‘unfinished work’ in the industry,” he clarifies.

At the end, it all boils down to the urge to explore. The advertising industry, especially the creative people in it, draws those who are explorers by nature. They want to explore many different things. And when their present job blocks out exploration options, they tend to move out to areas that can satisfy their curiosity. But it is not as if those who have moved on don’t look back. As Gupta puts it, “I miss the energy in advertising.” �

[email protected]

��

4 1afaqs! Reporter, August 16-31, 2 0 1 1

SANJAY KRISHNAN Wilderness Safari

SHIVEN SURENDRANATH, (right) former senior vice-president, creative, Leo Burnett Mumbai, runs his own production house, Old School Films. At the same time, he bought two horses and slowly got into the business of breeding!

Today, he owns 12 horses and also breeds them at his breeding farms at Gurgaon, Bengaluru and Pune. He is the president of the Western India Race Horse Owners’ Association (WIRHOA). Two of his horses are winners too - Velvet Rope won the McDowell Indian Derby in 2006 and Tomsk won the Delhi Derby in 2008.

Reason for quitting: People playing games and politics.

NEETI PALTA Stand-up Comedian

North-east India has always remained a mystery for television broadcasters, advertisers, as well as media planning

agencies when it comes to mapping the reach of television channels across the entire region beyond Guwahati.

A new tool called Chrome NE, by Chrome Data Analytics & Media, unravels the mystery by tracking the cable and satellite households across the region, making it a profitable destination for all three stakeholders.

Elaborating on the tool, Pankaj Krishna, founder and chief executive officer, Chrome Data Analytics & Media, says, “The North-east region was a major blind spot for every broadcaster and advertiser,” Krishna adds.

The new tool facilitates media vehicles to get valuable insights into the millions of C&S house-holds in these eight states.”

The entire North-east region has approximate-ly 4.15 million cable and satellite (C&S) homes (analog). Currently, there are about 626 channels on air in India, of which approximately 312 are news channels and 314 are non-news channels.

The government of India has granted up-linking permission to around 75 channels and has received applications for 29 new channels between July 2010 and January 2011.

Overall, there are only 107 bands available in the analog platform, which allows carrying of only 100 channels.

In terms of quality of reception, Prime and Colour bands are best followed by S-Band, Hyper-band and UHF band. Therefore, carriage fee is decided based on the band the broadcaster wants

its channel to be carried on.As part of the process to collect the data for

census, the media research company has identi-fied panel homes, wherein a set-top box (main head-end) is installed that transposes any of the available channels from a cable television service to

an analog RF signal on a single channel, which is then used to identify the frequency of the channel.

In each area, that panel home is connected to three parallel homes within a radius of 3 km.

The parallel home technique is used to moni-tor the transmission quality of individual channels

across panel homes. The set-top boxes thus record the availability of each channel.

“Currently, most advertisers, media planners and buyers look at data pertaining to Guwahati alone and are forced to assume that the same is true for all other states across the North-east. This is not at all the case, since many channels are available either only in Guwahati or elsewhere in Assam and not in the rest of the states and vice-versa,” adds Jeffrey Crasto, executive director, Chrome Data Analytics & Media.

“Chrome NE will actually show the weighted connectivity of channels, along with individual details of bands and frequencies across head-ends, cities and states,” He further adds.

THE FINDINGS

The result of the census conducted last week shows that in case of general entertainment

channels (GECs), when Guwahati is taken as the sample, the reach of all GECs such as Star Plus, Colors, Zee TV, Sony, SAB, Imagine and STAR Utsav is 100 per cent.

However, the census shows that Star Plus has the highest reach across the North-east as it is accessible in 67 per cent of the total C&S house-holds, followed by Colors and Zee TV, which have a reach of 65 per cent.

Next in line is Sony, with 60 per cent reach, fol-lowed by SAB with 47 per cent, and Imagine with 37 per cent reach. At the end is STAR Utsav, with 36 per cent availability.

In case of music and youth channels, once

��

Fitting the Jigsaw Puzzle TogetherCHROME DATA ANALYTICS & MEDIA

The tool for the North-east allows broadcasters, advertisers and media agencies to check the availability of a particular channel across the north-eastern states and Sikkim. News Bureau

�� %">>


“Chrome NE will show the weighted

connectivity of channels, along with details of bands and

frequencies.”JEFFREY CRASTO

SUSH

IL K

UMAR

“The tool facilitates media vehicles to

get insights into the millions of C&S homes in these

eight states.”PANKAJ KRISHNA

SUSH

IL K

UMAR

Ekta Kapoor’s Balaji Telefilms has decided to bet on popu-lar faces. After relaunching

Saakshi Tanwar and Ram Kapoor with Bade Achhe Lagte Hain on Sony, the television content producer has now brought Sameer Soni in its new fiction show Parichay, that went on air recently on Colors.

Bade Achhe Lagte Hain opened with a TVR of 1.3, and steadily grew to a 2.4 TVR in its fourth week on TV, and now, as per the ratings for

the week ended July 23 (TAM, C&S 4+, HSM), the TVR for the show stood at 3.4 TVR.

Ormax Media predicted that Parichay will up the ratings of the slot by as much as 65 per cent, (it currently stands at an average 1.7 TVR).

So, does this mean that eventu-ally only popular faces on television

will be able to hold the audiences together?

When it comes to collecting a loyal audience set for a new show, the prime objective for a channel is to ‘keep that sample going’. And therefore, many affirm that getting known faces on board not only helps in generating a bigger buzz for the show but also creates better sampling for the property.

Sejal Shah, vice-president, West and South, IME, says, “The initial sampling for a show is always an issue and a high risk factor for broad-casters. When television actors as big as Ram Kapoor or Sameer Soni come on board, the audience expectations are much higher. Therefore, the ini-tial build up for the show is much faster compared to properties which exhibit lesser known or newer faces.”

Play it SafeDoes getting known faces on board help generate a bigger buzz and create better sampling in the initial period of the show. By Anindita Sarkar

TELEVISION

�� %">>(L-R) Shah, Balakrishnan and Nair: the popularity quotient

SUSH

IL K

UMAR

��

Sometimes, being in a place for 17 years has it own benefits and values,” believes NDTV’s new group CEO. It is a belief that took Vikramaditya - popu-

larly known as Vikram Chandra from a reporter to his current job profile.

Chandra, who completed a Bachelors degree in Economics from St Stephen’s College in Delhi and went on to study at Oxford on an Inlaks Scholarship, honed his media skills at Stanford University where he did a course in Mass Media in between. “It has been an interesting journey so far, playing different roles,” says Chandra.

When he came back to India the business of private television news hardly existed in those days. His first job in media was with Newstrack in 1991, where he worked as a reporter and three years later, moved to NDTV. Interestingly, for him, reporting at that time used to be enthralling as reporters had a month to do a news story.

He reminisces, “Some of the best moments that I had would argu-ably be some the first months as a reporter when I spent my time run-ning around chasing tantriks, dacoits and terrorists and then Kargil, Charar-e-Sharif (in Kashmir). Those were fun days.”

THE CORPORATE TOUCHAccording to Chandra, his first corporate role hap-pened 10 years ago. “I was made the CEO of NDTV.com and set up the entire convergence business which today is a major source of satisfaction as it started of literally as a website of three or four pages.” Chandra is a digital man. He believes that as the world moves forward more and more of it will become digital. More news will be internet-based and choice is going to become very important.

He saw the early signs of the internet playing a

dominant role in the news business in 1998-99.Chandra is of the opinion the corporate roles played

by him are very different to either anchoring or report-ing.

However, what urged him to take over the job was certain classic examples of success. He adds, “At NDTV there are good precedents of what I am doing today. For example, Prannoy (Roy) also got into the white-collar job from anchoring or hosting show.”

Despite getting on to the corporate bandwag-on (Chandra’s has headed the business channel

NDTV Profit, been CEO of NDTV Networks), he has continued to anchor shows like the Big Fight and Gadget Guru. He explains, “Till now, any corporate role that I have played has been almost secondary to anchor-ing, especially in the last couple of years. By and large anchoring has always been the number one prefer-ence.”

TOP DOWNAll that will change now, as he takes on the group CEO role. Anchoring will definitely have to take a backseat, wont it? “I will continue doing the

Big Fight and one or two more shows as we go forward just to keep myself abreast of what is happening.”

And what are his plans, especially in these tough times for NDTV? Its failure in the try-it-and-see attempt with GEC is well documented, as is the layoff of staff. NDTV has seen lot od downs in the recent past.

In the new role, Chandra’s foremost priority will be to pull the group out of the “bad period that we have been going through. It could be two weeks from now or six months or even a year. The bad period is about to end and I want to make sure we are positioned to take advantage of that,” he signs off optimistically. �

[email protected]

VIKRAM CHANDRA I GROUP CEO I NDTV

Quietly Confident

SUSH

IL K

UMAR


“By and large anchoring has always been my

number one preference.”

If you are in Delhi, don’t be sur-prised if you see a flurry of bright orange bicycles with brand mes-

sages go by. This is a bicycle tour by DelhiByCycle (DBC) and the mes-sages are those of KLM Airlines.

DBC which has been offering bicycle tours in Delhi since 2009, has started offering advertising space to brands on its cycles.

KLM Airlines is the company’s maiden partner for advertising. The campaign focuses on the CSR message, ‘Take care of tomorrow -

today’. The company’s design team has worked on the high quality plates and baskets that have been fitted onto the cycles. It will go on till October, and has messages on 50 cycles.

The bicycle branding is a joint effort of DBC and Gotcha! Impact Media, those behind Cards4U.

DBC was started by Dutchman Jack Leenaars, a former South Asia correspondent for the Dutch daily De Telegraaf in 2009.

The tours offer the participants a unique street experience for three hours, with professional guides.

The company offers four differ-ent tours all over the town, with each tour accommodating nine partici-pants including tourists, expats and Delhiites.

The tour company also has a fast growing corporate clientele.

Says Leenaars, “As we are moving in a group of catchy bright orange bikes driven mostly by foreigners, visibility is very high and the group cannot pass unnoticed.”

The cycles go through locations all over Delhi, including Chandni Chowk, Chawri Bazar, Connaught Place, Rajpath, India Gate and Lodi area among others. �

[email protected]

Fifty cycles are carrying KLM Royal Dutch Airlines’ brand mes-sage. By Surina Sayal

BICYCLE BRANDING

��4

again, the reach of all channels is 100 per cent when Guwahati is taken as the benchmark.

However, reality shows that MTV is being made available to 61 per cent households of the total C&S households in the region.

Trailing behind is Channel [V] with 42 per cent reach, followed by 9XM with 41 per cent reach.

UTV Bindass is available to 35 per cent C&S households. At the end is VH1; the channel is accessible to 21 per cent C&S households.

Meanwhile, in the case of news channels, when Guwahati is taken as the sample to represent the North-east region, the data shows that while STAR News is available to all the households with 100 per cent reach, followed by the rest of the news channels (namely Zee News,

Aaj Tak, DD News and IBN7) with 12 per cent reach.

The data from Chrome NE shows that STAR News has 55 per cent reach, followed by Zee News with 54 per cent reach. While Aaj Tak is available to 43 per cent C&S households, DD News has 42 per cent reach. Lastly, the data shows that IBN7 has 23 per cent reach.

Therefore, in this case, chan-nels such as News Live 24x7 and Frontier TV, which actually have 55 per cent and 44 per cent reach, respectively, across the region, lose out in the race as the channels have zero reach when Guwahati is taken as the sample.

The census, provides an insight into the total number of channels that viewers had access to, apart from what band the channel was being made available on across Assam, Meghalaya, Tripura, Manipur, Mizoram, Nagaland, Arunachal Pradesh and Sikkim. �

[email protected]

“And since the audience already expects that such names will do something better than the rest, they continue to stick to these shows for a longer time period,” she elaborates.

Balakrishna, vice-president at

Allied Media Network, however, believes that the strategy of using well-known faces for television shows works well with reality con-tent.

“While channels can initially pro-

mote celebrity faces as a marketing strategy, the stickiness of a fiction will finally depend on the content and its storyline.”

Agrees Santosh Nair, chief execu-tive officer, UTV Television, “While known faces bring in a recall value for the property, at the end of the day, the content has to function. Otherwise, despite the added cred-ibility of the yesteryear stars to give that push to the show, the property will fall flat on its face,” he says.

Many television content produc-ers also believe that it’s not the popular faces, but the characteri-sation that creates the recall value amongst audiences. “People still remember Saakshi Tanwar as Parvati from Kahaani Ghar Ghar Kii and Shweta Tiwari as Prerna from Kasautii Zindagii Kay. So, it’s the characterisation that makes that actor a superstar,” opines Moti Sagar, pro-ducer, Sagar Pictures. �

[email protected]

<< �� $��%3

Play it Safe

��


The show, launched on May 30, 2011, has been steadily rising up the ladder, thereby helping Sony

to up its channel stickiness and sampling, for the 10.30 pm slot. Result? Sony, whose average GRP stands at an approxi-mate 175-185 points, closed at 220 GRPs in Week 30.

For Sony entertainment television, Bade Achche Lagte Hai could become the real force behind pushing the channel forward in the viewership battle.

Consider this: Bade Achche Lagte Hai opened with a TVR of 1.3, and steadily grew to a 2.4 TVR in its fourth week on TV, and now, as per the latest ratings for the week ended July 23 (TAM, C&S 4+, HSM), the TVR for the show stands at 3.4 TVR.

Bade Achche Lagte Hai has completed eight weeks on Sony, and its cumulative reach for the eight weeks stands at 53.9 million. Now, com-pare this to the average cumulative reach for the first eight weeks of Kismat, the first daily fiction property from the YRF stable that occupied the same slot prior to the launch of Bade Achche Lagte Hai. Kismat’s reach stood at 30.6 million exhibiting the fact that the slot has witnessed an approximate 76 per cent increase in cumulative reach with the launch of Bade Achche Lagte Hai.

So what is it that has worked for the show?The success of the show has been brought in by

two primary factors - marketing and promotions, and a good storyline.

The promotions for the show were unveiled during the fourth season of the Indian Premier

League (IPL), one of the highest-viewed properties during that period. Thus, the hype generated for the show on the back of IPL was humungous too, say media pundits.

“This aside, the content of the show also looks very promising. Unlike a lot of other shows, this show talks about the love story between two adults. And, with Ram Kapoor and Saakshi Tanwar as the lead protagonists, the content sticki-ness is even more. Bade Achche Lagte Hai is steadily doing well with the viewers and has doubled its ratings in the last six-to-seven weeks,” says Rahul Jadav, investment director at MEC.

As the product shows potential in viewership, media executives are opti-mistic that the show’s advertising rates

too, will eventually show growth.While a top show on a Hindi GEC commands

an approximate `90,000-`1 lakh per 10 seconds, Bade Achche Lagte Hai currently demands an ad rate in the approximate range of `40,000-`60,000 per 10 seconds.

“The show has already made way into the Top 10 list of the Hindi GEC space. If it is able to sustain its stay in the list and grow in rank further, the product is sure to command rates comparable to the top shows in the long run,” says a top media executive on the condition of anonymity. �

[email protected]

Everybody Likes ItFor Sony entertainment television, Bade Achche Lagte Hai could eventually prove to become the real force behind pushing the channel forward in the viewership battle. By Anindita Sarkar

SONY TV

Bade Achche Lagte Hai - on the completion of eight

weeks on Sony - had the cumulative reach of

53.9 million.

<< �� $��%3

The Jigsaw...

It’s not popular faces, but character-isation that creates

the recall value amongst viewers.

��


Another edition of afaqs’s annual event which looks at the future of the news business in India. Professionals from various media debated the issue.

News will never die and the future of news is - and will always be very - bright. The question is, what will happen to media companies. Will society start

consuming news as it is being propagated in many platforms by way of Twitter and Facebook, and be satisfied and move on, or will it rely on the credibility of the news organisations on whom lies the onus of sifting through the colossal information and presenting what we call news.

With social media gaining prominence, the reader will have an option of choosing the medium that best suits his or her requirements. This question perplexes many who have put their money in this business. I run a public company and the question of how I foresee the market is pertinently put forward by investors in one-to-one discussions. I’m not a fortune teller, but let’s go back seven years. Today should have been the doomsday of newspapers, but the industry is growing and thriving in this country.

Indian publishers have defied all the pundits who said that the newspaper industry is nearing its end and will meet the same fate as that of newspapers in the US or the UK. I’m standing here and I run a very successful newspaper - and so are many others. News organisations are probably failing in the West because of the excess baggage they were carrying. The wastage was very high.

From the consumer’s perspective, news is required as it provides an orderly movement of time, apart from providing a sense that the world is ‘knowable’.

News provides an acknowledgment to the consumer that ‘I am not alone’. Furthermore, news provides recognition of one’s place in the world, and gives the idea of an independent world. It is this acknowledgment that the readers need.

The hierarchy of news is changing rapidly in the newspapers, including what should go in the front page as the lead and what should be carried in the last page. Thus, what is actually happening is that for us readers, somebody is processing, indexing, cataloguing and prioritising the world, which in return is helping us to know the world and allowing us to make sense of that.

The business of news has led to the formation of two kinds of trends producing dramatic changes. Firstly, ‘marketisation of news’ - the fact that news has become much more integrated to the market system and it is difficult to make it stand out, while the original vision of journalism was that it was a pillar of society and would stand out. The dominant logic is that decision making in the media is led by the fact that it is business.

There is a high level of interest in trying to understand what viewers want and then using news as advertising.

SANJAY GUPTA��

SANTOSH DESAI��

Mastering Digital. What will it take for firms to make the most of digital media forms?

MODERATOR: ARUNAVA SINHA

ANJALI HEGDE, ��

The primary reason why digital does not make money is because

people are lazy, and suffer from intellectual laziness, and are not

comfortable with what they know. By people, I mean

advertisers and media planners.

R K LAXMAN� ��

The medium is highly measurable and lets you know the

detail of returns on investment. In both print and TV advertising, where the advertiser spends a lot of money,

you only get to know the returns after a certain period of time.

Though we have one advertising slot on our Jagran website home

page, and two ad slots on the inside pages of the website and no matter

what ad possibilities we offer to advertisers, the discussion always boils down to ‘how much’.

SUKIRTI GUPTA� ��

Digital agencies and marketers have overshot the measurability

of digital medium. People expect that for one dollar spent on digital, they

will get 1(x) return. The other reason could be that people are not able to

figure out the opportunity.

PRADEEP CHOPRA� ��

��

��

Is push overcoming pull in the news television business?

How will cross media ownership change the rules of the game?


SUDHA NATRAJAN� ��

There is good news as the system changes gradually from analog

to digital. With 60 per cent of analog homes decreasing to 57 per cent of the total 112 million cable and

satellite households, even subscription will play a role in revenue.

PANKAJ KRISHNA�� !��

News channels, especially Hindi, in order to grab eyeballs, stoop as

low as possible by providing absurd news. The other part of the story is that the battle is due to people for

whom news channels are cost centres for other businesses.

I VENKAT� ��

When we went with bundling we found that most advertisers

were keen on trying it out. However, when we actually went ahead with the plan, we realised that the asking

rate by the advertisers was way lower than what we could have offered.

VARGHESE CHANDY� ��

It took 100 years for us to achieve 1 million copies, and the next

one million happened in the last five years, when the competition was

intense and the advertising growth was very high. We are in an industry

which is still maturing.

One cannot force the viewer to watch something, and so once

again it comes to ‘pull’ as the factor. In case of a new player, it is a known

fact that to ensure a high reach matching the level of competition,

one has to spend on distribution.

NIKHIL SETH� ��

While distribution is a function of money that one is willing

to spend, content is a function of ideas. These two are not related, so it would be wrong to say that one is spending more on distribution and compromising with the content.

NIRAJ SANAN��

“Cross media holdings will not only give people the formula of

selling their business successfully, it will, at the same time, dilute their risks by being in multiple verticals.

However, in India, cross media holding will take some time.

RAHUL THAPPA� ��

We don’t have a metric that is active on brand experience. We

are dependent on traditional metrics. Therefore, according to me, there is an end-to-end problem till the time we acknowledge that we are in the

business of ideas.

SATYAJIT SEN� ��"��

MODERATOR: PRAJJAL SAHA MODERATOR: SREEKANT KHANDEKAR� ��#�$ ��#�$

National Sales: Abhay Ojha 09311997956 Delhi: Mathew George 09311826484 Hyderabad: Shalini- 09391160809 Chennai: Priya Krishna- 0938221377 Kolkata: Susmit Chandra 09330238854

Bangalore: Lenii Jacob- 09739442224 Uttar Pradesh: Jagmeet Singh Bahri: 9696022444 West: Charanjeet Arora 07878455889

MON - FRI6:30 and 8:30 PM


��

Nilesh Thakkar (second from the left) is all ears Amit Shukla (left) and Shantanu Bhanja (From left) Rahul Kansal, Mallikarjunadas, I Venkat, Sudha Natrajan and Sanjay Gupta

Buying Insurance. What print needs to do to protect its future growth.

MALLIKARJUNADAS CR� ��

Circulation-wise, the last three years have been pretty good

for India. If you take developed countries like Europe and North America into consideration, it has

fallen considerably and in developing countries like Asia and South.

RAHUL KANSAL�� !��

One of the key reasons why print is still enjoying the ‘high’ is because of its cover price, which is still lower than any other country of the world. Even in our neighbouring country, Pakistan, a newspaper is priced at `12-15, compared to `2-4 in India. Moreover, we are blessed with a direct distribution system, where 98 per cent of the copies are home

delivered, which is the other way round in the western countries.

N P SATHYAMURTHY� ��

Print as a medium has no insurance, but I feel publishers

need insurance to keep it going. The medium has declined by 4 per cent. What will keep this industry going is

local advertising and not national ones.

There is a need to preserve the essence, or protect some

distinctive features of a brand or its content, in order to differentiate

itself from the others. The readers get addicted to or habituated with a particular feature of a product.

AMIT SHUKLA� ��

The number of people sharing newspapers has gone down

considerably and so has the time spent on particular sections of newspapers, except some. The

sections which keep the newspapers going are need-based ones.

ASHOK DAS� ��

MODERATOR: SHANTANU BHANJA��

C O N V E R S A T I O N S

��


1 Ashok Das, Rahul Kansal and Vanita Kohli-Khandekar

2 Prasanna Singh and Amith Prabhu

3 Siva Prasad

4 Sanjay Dua, Jeffrey Crasto, Pankaj Krishna and Neeraj Sanan.

5 Varghese Chandy, Rahul Thappa, Satyajit Sen and Sreekant Khandekar

6 Santosh Desai and Sanjay Gupta

7 I Venkat, Pankaj Belwariar and Varghese Chandy

8 Sukirti Gupta, Alok Sanwal and Kunal Jerath

��

PHOT

OGRA

PHS

BY S

USHI

L KU

MAR

1 32

54

76

8

��

T his fortnight was about the ending of long associa-tions. Two men who had spent about 20 years in

the advertising industry ended their long relationships. Jude Fernandes, CEO, Mudra India and executive director, Mudra Group, put in his papers. Meanwhile, putting an end to the speculation, JWT broke the news of Sanjeev Bhargava joining as managing partner replac-ing Rohit Ohri. Bhargava who had moved to Draftfcb Ulka as chief operating officer is back with JWT. In his new role, Bhargava will be responsible for the function-ing as well as getting new businesses for the branch.

Bates 141 has appointed Srijib Mallik as executive VP and branch head, Delhi. Mallik steps into the shoes of Vaasu Gavarasana. He will report to Sandeep Pathak, CEO, Bates 141. His immediate mandate will involve looking after the businesses handled by the agency’s Delhi office and acquire new ones. Mallik joins from Rediffusion-Y&R, where he took care of the MTS account as the national business head.

Law & Kenneth appointed Imran Khan as business director and branch head, Mumbai. He will report to Anil Nair, chief executive officer. Khan steps into the shoes of Neeraja Kale. His responsibilities will involve looking after the businesses handled by the agency’s Mumbai office. Khan moves in from Concept Communications.

Ogilvy India has appointed Joono Simon as ECD. Simon, who will be based in Bengaluru, will report to Rajiv Rao and Abhijit Avasthi, NCDs, Ogilvy India. Simon moves in from Leo Burnett, Sri Lanka. His man-date will involve looking after brands.

Another agency, Rediffusion-Y&R made two key senior-level management changes in its Delhi office by elevating Abhik Santara, national business head to the

post of VP, Rediffusion-Y&R, Delhi, while Chraneeta Mann has been appointed ECD.

Saints & Warriors, Mumbai appointed a branch head for the first time by roping in Sartaj Jaffri as senior VP and branch head, Mumbai. Jaffri who joins from Percept/H,

will be responsible for the internal functioning, as well as getting new businesses.

Eleven Brandworks roped in Sampada Chaudhari as the agency’s COO. Chaudhari joins Eleven Brandworks’ Mumbai office after ending a 12-year stint at Lowe Lintas. She will be responsible for running the agency and lead-ing new business initiatives. Among the media plan-ning and buying agencies,

Madison Media appointed Dnyanada Chaudhari as COO of a new unit of the agency. Chaudhari moves in from ZenithOptimedia, where she served as MD, West and South. At Madison, Chaudhari will report to Punitha Arumugam, group CEO, Madison Media.

Spatial Access Solutions has a new entrant. Harsha Joshi, COO, media buying and content, Madison Media, has come in as CEO for the international business

vertical. Joshi will report in to Meenakshi Madhvani, founder and managing part-ner, Spatial Access Solutions.

eBus Aidem has appointed Joydeep Ghosh as the busi-ness head in India. In his new role, Ghosh will be heading the eBus Aidem operations in India. Ghosh joins the company from Reliance Communications. �

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


JOONO SIMON

DNYANADA CHAUDHARI

CHRANEETA MANN

SANJEEV BHARGAVAJUDE FERNANDES

ADVERTISING

Vi a c o m 1 8 M e d i a

has roped in Ravish Kumar as general man-ager and head for its Hindi movie chan-nel, which is expected to be launched in the last quarter of this calendar year. Kumar will report to Raj Nayak, chief executive officer, Colors. Kumar moves in from the STAR Network, where he was executive vice-president and general manager for regional channels.

Another chan-nel, Zee Entertainment E n t e r p r i s e s roped in Sulekha Sharma as deputy VP and national head, ad sales. Sharma will report to Ashish Sehgal, EVP, ad sales and will be responsible for

handling the ad sales of all the net-work channels. This will be Sharma’s second stint with Zee, as she returns to the network after a gap of two years. Prior to this, Sharma was with UTV World Movies, where she was AVP and national head, ad sales.

NDTV restructured its top ma nagement’s portfolio this fortnight. Group CEO, KVL Narayan Rao will don the role of executive vice-chair-man, NDTV, while Vikram Chandra will take over as Group CEO. �

MEDIA

RAVISH KUMAR

The global market research firm Synovate has appointed some senior officials for its India

operations. Ruma Sengupta will be the director of insights

in Synovate. Prior to this, Sengupta was with IMRB International as business head. Sachin Chaudhari quit Millward Brown to rejoin Synovate as research director. The market research firm has also roped in Avijit Ghosh in the Motoresearch team as asso-ciate director, in Mumbai. Previously, Ghosh was with Frost and Sullivan, in Toronto.

Shubhranshu Singh has joined Visa, the financial services brand, as marketing director, India and South Asia. He was with Diageo India as national head, customer marketing and key accounts. As marketing director, his responsibilities will include leveraging new product develop-ment and driving innovation initiatives in terms of new markets, customer segments and product categories. �

MARKETING

RUMA SENGUPTA

Media solutions agency Realm Media Solutions, which was set up by out-

of-home professionals Yuvraj Agarwal and Satish Kailash Singh in April 2010, has taken some key steps to strengthen and expand its base in the South. To spearhead and strengthen its southern operations, the agency has appointed Ovez Khan as group vice-president. Khan, who served as head, South, at Percept OOH till recently, quit to launch Billboards India, his own outdoor firm, in mid-July. With this move, Billboards India, set up by Khan, also becomes a part of the Realm Retail business. Realm Retail will continue to provide innovative OOH solu-tions and ideas to brands, agencies and other OOH media solution providers. �

OOH

SHUBHRANSHU SINGH

KVL NARAYAN RAO


Building on intrigue and curiosity, out-of-home(OOH) agency Posterscope India recently launched an interactive digital out

-of-home (DOOH) activity, ‘SMS 2 Unveil’ cam-paign, for Reebok’s toning brand EasyTone.

The campaign has a 35 ft x 15 ft interactive LED screen set up at the Select City Walk mall in Saket, New Delhi, which has been linked to an SMS gateway. This allows interactivity via text messages.

Initially, the LED screen shows only a woman’s face and feet in the Reebok EasyTone shoes. People are invited to text ‘EasyTone’ to 56767. As texts are received (the number of messages received are also mentioned on a counter on the screen), the image on the screen is slowly unveiled and eventually reveals the woman’s well-toned body in a bikini, lying on her stomach.

The idea behind the ‘SMS 2 Unveil’ cam-paign is that a woman can also unveil a great new body by using the Reebok EasyTone gear.

Interestingly, due to the live feed, as a person sends an SMS, he or she can see an immediate change in the image with a part of the picture being revealed, thus increasing the interactive capacity of the activity. Once the whole picture is displayed, it disappears and people can once again send in text messages to complete the image.

The campaign began two weeks ago and is a 21-day-long promotion. The entire image of the woman was unveiled after the cam-paign received 42,000 SMSes. This was achieved on Day 12 of the campaign.

The LED screen also shows the 30-sec-ond television commercial of EasyTone, which reinforces the EasyTone ideol-ogy of a ‘Better Body with Every Move’.

Haresh Nayak, managing director, Posterscope India, says, “DOOH offers a great platform for brands keen to try new approaches or ‘media firsts’

that can have an added impact on consumers. The starting point for DOOH to be used correctly is the same as any medium - understanding the consumer.”

Nayak claims that until now, more than 50,000 messages have been received for the campaign.

Commenting on the campaign, Vinay Goel, business director, Posterscope India, says, “We, at Posterscope and Reebok, did not want to use digital as plain media running the commercials; we wanted to create an engagement platform for consumers.”

Reebok’s expectation from this activity is to create a high level of awareness and buzz amongst all existing and potential consumers of Reebok EasyTone, with an eventual impact on store walk-ins.

Reebok had launched the ton-ing technology last year with EasyTone.

With the product being well-accept-ed, the company launched apparel for women under the same brand, this year.

Currently, EasyTone is the fastest growing cate-gory in Reebok and has helped increase the share of women’s business within the company from 15 per cent to 25 per cent in the last one-and-a-half years.

With the response received being favourable, the company and its OOH agency are also look-ing at exploring more opportunities in upcoming campaigns, using a blend of digital and OOH. �

[email protected]

��

Well Toned OutPOSTERSCOPE INDIA

The digital OOH campaign ‘SMS 2 Unveil’ for Reebok’s toning brand EasyTone, engages and builds interactivity between the brand and consumers at a Delhi mall. By Surina Sayal

The image of a woman was unveiled after the campaign

received 42,000 SMSes.

Reebok EasyTone

The idea of going regional seems to be catching on, with Discovery Networks Asia-

Pacific being the latest player to join the bandwagon. After launching vari-ous language feeds, the network has launched Discovery Channel Tamil, a new 24-hour channel.

Rahul Johri, senior VP and gen-

eral manager, South Asia, Discovery Networks Asia-Pacific, says, “In case of regional channels, after Hindi, Tamil Nadu is the biggest market. Therefore, we decided to launch a channel specifically for this region.”

The new channel will boast of a completely new look and will have a separate advertising inventory as the network is of the opinion that Discovery Channel Tamil will appeal to South India-based advertisers who want to reach out to audiences in their region or even pan-India.

In terms of programming, the channel will have programmes such as How Do They Do It, Man, Woman, Wild, Monsters inside Me, Swamp Brothers and Rising: Building Ground Zeros, along with

a few special programmes on Tamil Nadu such as The Lost Temples of India and Thaipusam. The new channel will be a paid one and will be available at `16.05 (a-l-a carte) in non-conditional access system (non-CAS) areas, at `5.35 in CAS areas and in case of direct-to-home (DTH), the channel will be available at `8. It will be available to 10 million cable and satellite households and also in DTH homes as the broadcaster is currently signing deals with DTH players.�

[email protected]

A New LanguageThe new channel will have programming catering specifically to the Tamil speaking audience. By Anushree Bhattacharyya

DISCOVERY CHANNEL TAMIL

Johri: looking at a big market

BREAKING THE CLUTTER

When it comes to the main mes-sage, advertising professionals

are of the view that it’s an old con-cept since the whole idea of mobile banking is related to comfort in one’s life, by making tasks easier.

Only this time, the story has been told in an interesting manner, and is

bound to attract eyeballs.Satbir Singh, managing part-

ner and chief creative officer, Euro RSCG, feels that there’s truth in the proposition.

Singh adds, “It’s going to get a large number of people to sign up

for the mobile bill paying service. I am just miffed with the daughter in the commercial. She’s old enough to pay for her mobile top-up - maybe one tight slap could have sorted her out better.”

According to Vivek Dutta, busi-

ness director and national planning head, Hakuhodo Percept, the TVC is strategically undifferentiated as the platform of convenience is funda-mental to mobile banking.

“Maybe the behemoth State Bank of India wanted to keep it basic because it thinks that it can afford to be undifferentiated,” remarks Dutta. The dwarf visual in the SBI com-mercial is quite interesting but could have been made more endearing he concludes. �

[email protected]

<< �� $��!"

Heaving a ...


Addressing the problem of millions of Indians facing electricity issues, BPL Techno Vision, the clean energy

solutions company dedicated to delivering alternative forms of renewable energy, has launched BPL Chirag, the emergency rechargeable lantern.

BPL Chirag employs a new ‘Q Tech’ technology which allows the lantern to be charged in four hours in fluctuating volt-age and give five hours of light, unlike the 8-12 hours of charging required by other rechargeable lanterns in the category.

To promote the same, RC&M was brought on board and an activation was conducted from mid-May till mid-July, across multiple districts of Uttar Pradesh (Moradabad, Rampur, Bijnor, Mathura, Agra, Aligarh, Firozabad, Auriya, Gorakhpur, Deoria, Mahrajganj, Sultanpur, Gonda, Bharich, Sitapur, Lakhimpur, Lucknow, Kanpur, Kannauj, Siddharth Nagar and Hardoi).

The objective was to establish BPL Chirag as a preferred lighting solution and promul-gate the brand proposition of ‘Shorter charge duration and longer backup hours’. The activation consisted of live demos, door-to-door demonstrations, dealer interactions and more.

A larger-than-life live charging contrap-tion reinforced this communication with the comparison of Chirag battery with an

ordinary battery. The engagement at these touchpoints showcased live action of Char ghante ka kamal to focus on battery backup, charging duration, affordable price and ease of use of BPL Chirag.

A dark room was designed in the shape of an enclosed box to demonstrate the effective-ness of the lantern at night. Various interfaces gave customers an opportunity to under-stand and accept the product. Existing retail outlets were also branded with BPL Chirag merchandise, and one-on-one interaction encouraged product demos and trials at retail outlets, workspace points and market areas.

Priya Monga, business head, RC&M, says, “The launch strategy integrated an interac-tion and engagement model for product penetration, recall, visibility and product acceptance at both consumer and retail lev-els.” The target audience for the product is families in semi-urban areas with children, where domestic life is hampered by power shortage and frequent power cuts.

It was found that a majority of the fami-lies still resort to unhealthier and inefficient lighting options to overcome this problem. The lack of electricity raised major concerns for the future of the children, who found it increasingly difficult to focus on their stud-ies. K Vijaya Kumar, chief operating officer, BPL Techno Vision, says, “It was important to convey that Chirag is not only helpful for children who can study and progress in life, but it also helps farmers to work during the

night and housewives to do the daily chores which are hampered because of the absence of light.”

Through the activation, the brand was able to come into direct contact with 30,000 individuals on a one-on-one basis with demos, engagement tools, flip charts, the dark room, BPL Chirag contraption, product touch and feel and product literature. Indirect contact was also made with approximately 60,000 people by way of mobile branding. �

[email protected]

��

Lighting up LivesBPL CHIRAG

The agency helped promote BPL Techno Vision’s new launch, BPL Chirag, in multiple towns and rural areas in UP with demos, games and dealer interactions. By Surina Sayal

Ad professionals are of the view that the story has been told in an interesting man-

ner and is bound to attract eyeballs.

“The launch strat-egy integrated an interaction and

engagement model at both consumer and retail levels.”

PRIYA MONGA

“It was vital to convey that Chirag is not only helpful

for children but also for farmers

and housewives.” K VIJAYA KUMAR

SUSH

IL K

UMAR

LENOVO

��


Lenovo recently launched an activity named ‘For those who do,’ to promote its latest offer-

ing, Thinkpad X1 laptop. As part of this activity, the company placed a 42-inch Liquid Crystal Display (LCD) screens vertically at several kiosks, which were enabled with augmented reality technology.

A halo image of the Thinkpad X1 was created on the screen. Consumers interested in learning more about the product, could use the laptop from a distance of six feet just by moving their hand in the air.

Portland, the agency that exe-cuted this activity, made use of 3D depth sensing augmented reality technology. The technology inte-grates 3D objects into live video, the video is digitally processed and “augmented” with the 3D compo-nents. In other words this digital processing mixes real and virtual worlds together, in real time. The idea of the activity was to set a high impact, clutter-free kiosk, to draw attention of the target audience in a captive environment like the air-port and build a preference for the laptop.

Talking about the brief, Amit Sarkar, national director, Kinetic India, says, “The brief was very short and crisp. We were asked to evolve an impactful and clutter-

breaking activation at the airport.”Rahul Agarwal, executive direc-

tor, commercial business, Lenovo India says, “Lenovo’s ThinkPad X1 is packed with powerful features and a great design. It comes with an ultra-thin design coupled with strong multimedia functionality and excellent power management. We tried to explain everything in the campaign.”

According to Sarkar, it was a great challenge for the team at both ends to create a ‘consumer experi-ence’ for the first time at Indian airports.

The recently concluded month-long campaign took place at the Mumbai, Delhi and Bengaluru airports. The campaign idea was conceived by Ogilvy, while Portland, the out-of-home (OOH) arm of Kinetic India executed the outdoor activity. The technology was pro-vided by Xenium Technologies. �

[email protected]

Getting To Experience RealityThe electronic equipment maker uses a new technology to push its latest offering,

the Thinkpad X1. By Nandana Das

The idea was to set a high impact, clutter-free kiosk,

to draw attention of the target audience.

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

Users getting a ‘real experience’ of Lenovo’s new offering

��

��

Pleasure yourself with the latest issue. Now, at the news-stands.For a monthly fix, SMS MOT to 57007. For your daily dose, log on to www.bsmotoring.com

NIRAJ SETHChief Marketing Officer, Cleartrip

My marketing skills got wings by read-ing books from world renowned

marketing gurus and implementing their learnings in practical situations. Books mean a lot to me. Immense wealth lies in books wherein thankfully gurus, writers and normal people like you and me share their wealth of knowledge and experience for all to benefit.

I just finished reading Good to Great by Jim Collins, a powerful and a must read for CEOs and aspiring leaders. It talks about all great companies that had Level 5 leadership at the time of transition.

To quote a line from the book: “Level 5 leaders are individuals who blend extreme personal humility with intense professional will. Level 5 leaders channel their ego needs away from themselves and into the larger goal of building a great company.”

My favourite author is Edward De Bono and I enjoy creative and lateral thinking as a genre.

With regards to books on my ‘Next to read’ list, a friend recently gave me a book called Scientific Advertising by Claude C Hopkins. It has a quote from David Ogilvy on the cover page which reads, “Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life, it can do the same for yours.” That’s good enough for me to feel excited about this book. My next weekend is booked. �

As told to Surina Sayal

��


texts and make calls, at an economi-cal price.

The ad has been crafted by Scarecrow Communications Delhi. Says Raghu Bhat, co-founder and CCO at the agency, “Loud music is important for those in smaller towns, and they also look for dust resistant, FM enabled, tough phones.”

There was a question of whether one feature should be highlighted, or all integrated in a capsule. “Young people will identify with the greed insight in particular,” says Anindya Banerjee, ECD, Scarecrow Delhi. Furthermore, in small towns, greed is frowned upon, which is why Scarecrow is hoping that a brand that says the opposite will be seen as witty and different.

The typical user would include perhaps a government clerk or stu-dents in a small town looking for a stylish and value for money phone.

SATISFYING THE GREED?

The film has brought out the positives and negatives in the

ad fraternity. Priti Nair, co-founder, Curry Nation, says, “It’s a different take and could make the brand stand out in the crowded space of mobile advertising. The positioning seems very differentiated.”

However, she is a little skeptical about the execution and feels it could have been crafted better in terms of detailing and timing and ends up looking slapstick instead. “But, it will stand out,” she adds.

KS Chakravarthy, NCD, Draftfcb Ulka, says, “I suspect MVL has missed the bus on this one. ‘The object of desire you just can’t give up’ is not all that new, and needed a story that was a little fresher, a little less of a cliché.”

He feels an insight like that also needed a stronger brand, which already had some style associations. �

[email protected]

<< �� $��!%

Not Without...

The communication is targeted at SEC

B, residing in tier 2 towns, primarily.

��

70 afaqs! Reporter, August 16-31, 2011

JOBSWITCH

TO ADVERTISE, CONTACT:

Saurabh SharmaPh: 09868919608

Email: [email protected],[email protected]

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

http://jobs.afaqs.com

Join us on : facebook.com/jobswitch

Organization Name: Film Flower Position: Manager – Marketing ManagerLocation: Hyderabad Profile: The candidate should have good experience in Hyderabad hospitals and health care market and advertisements. Email: filmflowerjobs@gmail.com.............................................................Organization Name: Armour Display SystemsPosition: Manager - Sales & MarketingLocation: Bangalore Profile: We are looking for a candidate with 2 years of experience in media space selling. She/He should have good contacts in various Ad agencies specifically in media planning space.Email: jobs@armourds.com.............................................................Organization Name: Olive e-business Private LimitedPosition: Head - Online MarketingLocation: DelhiProfile: The candidate should be an expert in affiliate marketing, search engine marketing, social media marketing, media planning /buying, online campaign marketing, PPC campaign etc. with 8-12 years of experience.Email: jobs@oliveglobal.com.............................................................Organization Name: White Digital MediaPosition: Senior Sales managerLocation: MumbaiProfile: The candidate should have proven sales track record/income generation and able to demonstrate drive and enthusiasm. 3-4 years of experience is desired. Email: p.pracy@wdmgroup.com.............................................................Organization Name: TIC Integrated Event Marketing Position: Branch HeadLocation: MumbaiProfile: We are looking for a candidate who can handle account planning and develop strategy for campaigns. She/He should be a MBA in Marketing having 12-15 years of experience. Email: [email protected] .............................................................Organization Name: Melange Medical Communications Position: Account DirectorLocation: MumbaiProfile: The role requires leading

Project management activity, revenue generation and supervision of project completion. 2-3 years of experience in advertising is desired Email: [email protected] .............................................................Organization Name: Focus Marketing and communication solutionsPosition: Art DirectorLocation: DelhiProfile: The candidate should be able to conceptualize and generate ‘ideas’ on basis of the brief. She/He should be strictly from Delhi. 7-10 years of experience is desired. Email: [email protected]............................................................. Organization Name: MojostreetPosition: Assistant Sales ManagerLocation: DelhiProfile: The candidate will be responsible for B2B sales for the organization. We are looking for a MBA with 4 years of experience. She will be required to identify suspects, prospects and close deals. We are looking for a female candidate with 2 years of experience. Email: [email protected].............................................................Organization Name: Xebec Communications Private LimitedPosition: Manager - Brand Services Location: PuneProfile: The candidate should have knowledge about various verticals ie Print, TV, Radio, Outdoor etc. The candidate should have 3-5 years of experience.Email: archanap@xebecindia.com.............................................................Organization Name: Span CommunicationsPosition: Head- Digital/Online MarketingLocation: DelhiProfile: We are looking for matured professionals with commercial acumen, good communication skills and relevant experience. She/He should be ambitious, result oriented and a team player.Email: resume2span@gmail.com.............................................................Organization Name: Delhi PressPosition: Ad sales- Managerial positionLocation: Delhi, Mumbai, KolkataProfile: We are looking for a focused, result oriented individual capable of converting important

leads to business revenues. The person should have team building and leadership qualities. At least 5 years of experience is desiredEmail: careers@delhipress.in.............................................................Organization Name: Hansa CequityPosition: Group Account Manager Location: MumbaiProfile: The candidate will be required to service existing clients in the retail, financial, FMCG and auto sectors. She/He should handle cross-functional teams like Data Analysts. 5 years of experience is required for this role.Email: [email protected] ............................................................. Organization Name: MRM worldwidePosition: Creative digital & BTL head Location: BangaloreProfile: The candidate would be required to lead a very young Digital & BTL creative team. She/He should be familiar with web technologies, interactive platforms & new media. The candidate should have 5-10 years of experience. Email: [email protected] ............................................................. Organization Name: IcubesPosition: Account Manager Location: DelhiProfile: The candidate would be required to manage the account right from enquiry stage, to cost negotiations, to account acquisition. The job will also require planning & developing strategies for key accounts of the agency/pitches. She/He should have 4 years of experience. Email: [email protected] ............................................................. Organization Name: Business MoversPosition: Senior Visualizer (Digital Wing) Location: DelhiProfile: The candidate would be responsible for the conception and designing of creative solutions for online and offline marketing initiatives. She/He would be required to visualize, design and conceptualize user experiences and create visual prototypes and screens. 4 years of experience is desired for this role. Email: [email protected] .............................................................

Documents

Vikram Chandra Sigh of Relief Retirement Sells What is it that