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Fake Identity 16
Updating the Journey 44
Still a Force 48
Setting the Box 53
Arijit Ray
Dentsu Communications
CEO believes in the team.
June 16-30, 2012 `100 Volume 1, Issue 3
Stealing Ideas
It is the pitch process that
is prone to theft.
Prasoon Joshi
A string of happy accidents
made the man what he is.
It is the visual element that has made
Pinterest a hit with surfers. Heres how Indian
brands could use this interesting platform.
afaqs! Reporter, June 16-30, 2012
Volume 1, Issue 3
This fortnight...
picture, as the saying goes, is worth a thousand words. If that is the case, Pinterest, the two-
year-old phenomenon in the social networking space should be worth a fortune. All about
pictures and images, that is how the site differentiates itself from Facebook, Twitter or Orkut.
In terms of size, Pinterests 20 million unique visitors might be minuscule
compared to Facebooks 900 million, but the pictorial networking platform has
caught the attention of brands and advertisers across the globe.
Pinterest, by its very nature of being a pictorial site, is considered to be a favourite
with women. One could argue with this, but that reason alone is enough for many
brands to get interested.
But it is also true that male-oriented brands like Lambhorgini are trying this
platform out quite happily. What the car brand did was put up images of various
models on the website just to appeal to the general visitors - all of this through images
which speak for themselves.
Another smart user of Pinterest is NBC News, which created several boards
on Pinterest that carried news from all sources, not just its own. This was because
Pinterest doesnt allow a user to broadcast his or her own work. NBC has managed
to increase the number of its followers despite that restriction.
In India, we are yet to see great innovations on the site, though brand owners
agree that opportunities are plenty. This issue of the magazine looks at what makes Pinterest such
an interesting platform and how Indian brands could take a leaf or two out of the book of global
Fake Identity 16
Updating the Journey 44
Still a Force 48
Setting the Box 53
Arijit Ray
Dentsu Communications
CEO believes in the team.
June 16-30, 2012 `100 Volume 1, Issue 3
Stealing Ideas
It is the pitch process that
is prone to theft.
Prasoon Joshi
A string of happy accidents
made the man what he is.
It is the visual element that has made
Pinterest a hit with surfers. Heres how Indian
brands could use this interesting platform.
Sreekant Khandekar
Prasanna Singh
Prajjal Saha
Vinay Dominic
Neha Arora, (0120) 4077866, 4077837
Khushboo Varadkar, (022) 40429702-5
B-3, First Floor, Sector-4, Noida-201301.
Tel: (0120) 4077800.
501-502, Makani Center, 5th Floor,
Off Linking Road, Bandra (W),
Mumbai - 400050
Tel: +91-22-40429 709 - 712
S-1, New Bridge Corporate Centre,
777 D, 100 ft Road, Indira Nagar,
Bengaluru - 560038, India
Akhilesh Singh, (0120) 4077837
Owned by Banyan Netfaqs Pvt Ltd and
Printed and published by
Prasanna Singh,
at 7-A/13, Ch. Ratan Singh Complex,
Jawala Heri Market, Paschim Vihar,
New Delhi-110 063.
Printed at Cirrus Graphics Private Limited
B-62/14, Naraina Industrial Area,
Phase II, New Delhi 110028.
Rural Approach
The newspaper wants to
bridge the rural-rural divide.
Paid Content
More publishers are
experimenting with paid
models. Is it time to go pay?
Fun-filled Holidays
The company is using
Madagascar as crowd-puller.
Eliminating uncertainty about
your destination.
Women Drivers!
Reliving the Past 14
Grown Up? So What! 20
Peek into Reality 20
Rangers Ahoy! 50
16 52
Its a Promise
The managing director
and CEO of Innity Optimal
Solutions Sports & Entertainment
is Neerav Tomar and not as
mentioned (June 1-15, 2012).
The error is regretted.
Men nd speed
- and women at
the wheel - an
irresistible combo.
Prajjal Saha
Cadbury India> The chocolate maker plans to soon
launch parent Kraft Foods legendary triangular Swiss choco-
late brand Toblerone to take on Italian brand Ferrero Rocher
in the premium chocolate market. The company plans to
sell it more widely than what different third-party
importers presently do. Cadbury plans to
launch several pack sizes of Toblerone
in India at a price range of `50-400,
oftware giant, Adobe has pub-
lished a new survey report which
says that internet trafc generat-
ed from tablets will exceed the trafc
from smartphones as early as 2014.
Data trafc from smartphone and
feature phones have been growing
at an exponential rate and it was also
predicted that mobile phones would
be the rst device with which most
people in developing economies will
access internet for the rst time.
Also, earlier studies
said that more people
in future will access
internet using mobile
phones than PC.
However, such sur-
veys actually ignored
tablets as a medium for
internet. Tablets, like
smartphones, are very
mobile with a larger
screen benet, in fact
according to the Adobe
report, consumers nd
browsing websites on
tablets nearly as engag-
ing as on PCs. Given
the fact that tablets are
priced at the same level
as smartphones, it is
attracting customers.
According to the
Adobe Digital Index
report, PCs (including
laptops) will continue
to dominate in terms of internet
trafc but tablets will grow at a faster
rate to capture 10 per cent of the total
trafc generated by 2014.
This is a second report pointing to
tablets as the preferred medium over
smartphones, following a research by
According to the report, The
share of website visits from tablets
grew approximately 10 times faster
than the rate for smartphones in the
rst two years after market introduc-
tion and grew more than 300
per cent in the last year. This rapid
growth is driven by both higher rates
of tablet shipments and a dispropor-
tionately higher number of website
visits per tablet than smartphones.
The Adobe Digital Index report
was examining how global website
trafc and engagement differ when
the visitor is on a tablet, smartphone
or a personal computer (PC).
The results indicate that tablets
have become a channel very distinct
from smartphones.
Another interesting
nding which Adobe
released in January
this year pointed out
that (in 2011) tablet
users spent more per
purchase than other
online customers.
As businesses
rethink their digital
experiences to include
mobile strategies,
tablets are emerging
as the consumer device of choice,
says Brad Rencher, senior vice presi-
dent and general manager, Digital
Marketing Business, Adobe.
Digital CMOs are wise to take
a mobile rst approach to optimize
their digital content and marketing
initiatives with a focus on the tablet
experience because the consumer
demands it.
The Adobe Digital Index ana-
lyzed 23 billion visits to the websites
of 325 companies from the North
America, Western Europe and Asia.
India is a growing
market and penetration
levels are much less than
developed countries where
consumer demand too has
slowed down.
MTV> After launching co-branded condoms, lingerie and
innerwear earlier this year, the music channel intends to
foray into the personal care category by introducing a line
up of body sprays and Eau de Toilettes over the next three
months in partnership with Global Fragrances. As part of the
licensing partnership, Global Fragrances will develop, manu-
facture and sell the MTV range of personal care products
across 1,00,000 retail points. MTVs consumer products divi-
sion extend into over 16 categories.
Sony> The Japanese electronics major has decided to
ramp up its marketing spend by 30 per cent this year to
`450 crore from `350 crore last year. Sony, which is still
struggling globally following the March 2011 tsunami and
the devastating floods in Thailand last year, which badly
disrupted its supply chain, is expecting to clock 30 per cent
growth in sales this year. The company is looking at around
`8,000 crore sales this year as compared to last years sales
which stood at `6,313 crore.
Lux> FMCG major, Hindustan Unilever (HUL) plans to
extend its soap brand Lux into the deodorant segment.
Unilever, the Anglo-Dutch parent of HUL, has so far extended
the 112-year-old Lux brand into a range of body and hair
wash products. The `1,300-crore deodorant market in India
is growing rapidly. HUL has a strong presence in the male
fragrance deodorant space with Axe being the largest deo-
dorant brand in India. In the last two years, the womens
deo segment has grown by over 40 per cent annually.
Mej|t Ie||e|
Sahara> The company has decided to
foray into the dairy business from April,
2013. It plans to produce 50 lakh tonnes
of milk and is set to acquire 9,000 acres
of land in Uttar Pradesh and Madhya
Pradesh. The company also plans to
launch various projects in West Bengal,
apart from Dwarka, Greater Noida and
Sponsored by
Havells India> The electrical goods maker is mulling over
acquisitions in China and Africa that may entail an investment
of up to $200 million (about `1,100 crore) to strengthen its
overseas operations. The company also plans to expand its
presence to Turkey, Russia, Indonesia and Malaysia. So far,
the companys biggest acquisition has been that of Sylvania
in Europe for 230 million euro (over `1,500 crore) in 2007. In
2011-12, Havells posted a total turnover of `6,500 crore.
At present,
entry price
varies between
`55-80 per pack
of 50 gm.
It plans to pro-
duce 50 lakh
tonnes of milk
after acquiring
9,000 acres of
land in UP
and MP.
6 afaqs! Reporter, June 16-30, 2012
Share of web-
site visits from
tablets grew 10
times faster than
smartphones in
first two years
and grew more
than 300 per cent
in the last year.
ESS>ESPN-STAR Sports (ESS), England and Wales Cricket
Board (ECB) have entered into a new deal which gives ESS
broadcast rights for home and domestic cricket events for
seven years. The deal, covering matches during 2013-2019,
is worth $200 million. The current agreement will cover two
major events, including the
next two tours of the Indian
team to England, and the
three Ashes series.
8 afaqs! Reporter, June 16-30, 2012
ews Corporation and ESPN
have entered into a deni-
tive agreement under which
a unit of News Corporation will buy
ESPNs 50 per cent equity interest
in ESPN-STAR Sports (ESS). With
this transaction, News Corporation
units will be able to own and oper-
ate all of the ESS businesses while
providing ESPN more independence
and exibility in future support of
The Walt Disney Companys (which
owns ESPN) overall efforts in Asia.
The transaction is subject to cus-
tomary regulatory approvals and ESS
will be jointly managed by the two
companies until the
transaction closes.
James Murdoch,
deputy chief operating
ofcer, chairman and
CEO, International
News Corporation,
says in an official
statement, News
Corporations acquisi-
tion of the interest of
ESS that we did not
already own, contin-
ues the programme
of simplifying our
operating model, con-
solidating our afliate
ownership structures,
and furthers our commitment to
deliver incredible sports program-
ming to consumers, and particularly
enhancing our position in sports pro-
gramming in emerging markets.
After 16 years of jointly managing
ESS, we have decided to indepen-
dently pursue future opportunities
in Asia. We are extremely proud of
our role in building ESS into what
it is today, and now with the grow-
ing digital landscape in Asia, we look
forward to continuing to serve Asian
sports fans through ESPN-branded
digital businesses like ESPNCricinfo,
the leading digital cricket brand in
the world; ESPNFC and ESPN
Mobile, says John Skipper, pres-
ident of ESPN and co-chairman,
Disney Media Networks.
Additionally, as a part of the
development, News Corporation
and ESPN have further announced
that Peter Hutton, currently sen-
ior vice-president of sports for FOX
International Channels (FIC), will
take over as managing director of
ESS, a position that is current-
ly held by Manu Sawhney. While
Hutton will report to the ESS board,
Sawhney will stay with the company
until August 31 to work with Hutton
on a smooth transition.
Sawhney joined
ESSs marketing
department in India in
1996 and went on to
head its India business
for four years, before
shifting to Singapore
as head of program-
ming, acquisition and
marketing. He was
promoted as manag-
ing director in 2007.
During his career
at ESS, he has been
responsible for vari-
ous functions across
the company, includ-
ing sales, distribution,
programming, acquisition, market-
ing and network presentation.
Hutton joined FOX International
Channels Sports in 2011 after 20
years in the international sports
television business. Earlier, he has
worked at Broad Reach Media, a
media consultancy rm. Before that,
Hutton was at Ten Sports in Dubai
(from 2002-2009), where he eventu-
ally served as chief operating ofcer.
From 1993-2002, he ran TWI, the
television division of IMG, running
its Indian business as well as televi-
sion production for Asia. He was a
radio and television journalist, com-
mentator and presenter.
The earlier
five year deal
between the two
companies was
valued at $80
Comedy Central> Viacoms English comedy channel
Comedy Central has announced the launch of seven new
shows in the upcoming month. All these shows will be aired
on primetime slots, with repeats running throughout the day.
Hot in Cleveland, Key and Peele and Happily Divorced Season
2 will premiere for the first time in the country. The other
four shows are 3rd Rock from the Sun, Archer, The IT Crowd
and the epic, Doogie Howser.
9X Media>Music television network 9X Media has
launched the 9X Music Network Live application for iPads. It
allows users to get the music and other supporting content of
9X Music Television Networks four channels - 9XM, 9X Jalwa
(Bollywood Hits music channel), 9X Tashan (Punjabi music
channel) and 9X Jhakaas (Marathi music channel). The 9X
Music Network Live App is available on quarterly, half yearly
and annual subscription packages. The introductory price of
the app is $1.99, valid for two months.
MSM>MSMs Sony Entertainment Television that launched
the sixth season of its flagship property, Indian Idol, on June
1 has spent `8 crore to market the latest season of the show
through various media, as per industry estimates. Indian Idol
is set to run for 26 episodes. As per industry sources, about
30-40 per cent of the total budget (`2.4-3.2 crore) is being
spent on television, while about `1.6 crore will be spent on
print. Out of home, digital, radio and BTL (below-the-line)
activities will also form a part of the communication effort.
Indian households have over
10 per cent penetration of
two or more TVs; this swells
to 25-30 per cent in metros.
So, multiple boxes in the same
home will become a reality in
one third of our top cities.
Kt|sj |t||
Sponsored by
Aidem Ventures> Independent media consulting,
marketing and advertising sales company Aidem Ventures
has been roped in to handle service sales and ad sales
for Radiowalla Networks radio property, SpotRadio
and the internet radio platform, Radiowalla. SpotRadio
is a specialised radio service for retail and corporate
players that creates customised, targeted and premium
radio content for clients, taking into consideration their
customers and employees tastes by building associations.
Chauthi Duniya> The Hindi newspaper Chauthi Duniya
is all set to enter the English space with the launch of its
first English weekly publication with the same name. Chauthi
Duniya English will be launched on July 1. The mainstay of
the weekly newspaper will be political news coverage, along
with other sections such as international news and gadgets.
The English weekly will be launched with an initial print run of
80,000 copies. The national paper will be published from Delhi
and circulated across the metros of the country, including
Delhi, Mumbai, Chennai, Bengaluru and others.
Peter Hutton,
currently SVP of
sports for FOX
Channels, will
take over as MD
of ESS.
> Contract Advertising has won the creative
duties for Mankind Pharmas condom brand,
Manforce. The agency won the business following a
multi-agency pitch. The size of the business is said
to be in the range of `15-20 crore. Prior to this,
McCann Erickson managed the creative duties for Manforce condoms. The agency had
also worked on the creative duties for Addiction (mens deodorant) and Gas-o-fast
(digestive tablet). Prachar Communications handles the media duties for all Mankind
Pharma brands.
> From Here On Communications has won the creative duties for Y2CF
Digital Media-promoted location-based check-in service, Hoppr. The agency won the
business following a multi-agency pitch which also involved three other agencies
in Delhi. The size of the business is said to be in the range of `15-20 crore. The
company has not appointed a media agency and is currently working with From Here
On Communications. For starters, the brand plans to work on some below-the-line
Advertising makes a promise
to consumers. Shopper
marketing delivers it at the
point of purchase, taking the
brand from a consumers
consideration set into the
shoppers basket.
Titan> Tata Groups Titan Industries is on the lookout for
a creative agency. The pitch is for an upcoming grooming
product and is underway in Bengaluru. The product is slated
to be launched within the next six months. Titans media
spends for the launch campaign are pegged at `5-8 crore.
The grooming product will be targeted at young adults (both
men and women)
in their twenties,
on the threshold of
professional life.
Future Group> Planet
Sports, sportswear retail brand
from Future Group, is looking
for a creative partner. The
authorities have started seeking basic agency credentials.
Delhi-based D&H Blurb Communications (formerly Dhar &
Hoon) has worked on the creative mandate for Planet Sports
in the recent past. In 2009, Future Brands, a part of the
Future Group, picked up a significant stake in the agency.
Bisleri> Bottled drinking water giant Bisleri is looking
for a creative partner. The pitch process is anchored in
Mumbai. Most recently, design agency Red Lion has worked
on the creative mandate for Bisleri. The agency created an
animation-led television commercial in September last year,
which conveyed the message Stay Protected. At the time,
protection, as a brand proposition, stood for health, hygiene,
quality and purity. The ad film was supported by outdoor and
social media channels.
Stovekraft> Manufacturer of professional kitchen
appliances Pigeon Appliances, a brand from the stable of
Stovekraft, is currently scouting for a creative agency. The
process is underway in Bengaluru. As per market estimates,
the media spends are pegged at `40 crore. Pigeon Appliances
was established in 2001. Stovekraft was established by
entrepreneur Rajendra Gandhi in 1999. The group offers two
flagship brands, namely Pigeon and Gilma.
Sponsored by
he Outdoor Advertising
Awards were announced on
June, 9, 2012 in Mumbai. A
total of 53 awards were handed out.
OAA 2012 received the highest
number of entries in its history 588.
This year, two signicant changes
were made in the awards process.
Firstly, two separate jury panels were
instituted for the creative and the
media entries respectively. Secondly,
the judging process for the media
plan of the year awards this year
included presentation slots for sub-
mitting agencies to make more
detailed presentations to the jury.
Judging was done separately on two
different days.
The creative jury was chaired by
Josy Paul, chairman, BBDO India
while the media awards jury was
chaired by Sam Balsara, chairman
and MD, Madison
DDB Mudra Max
bagged the top spot,
getting 14 metals in
their kitty, comprising
six gold, six silver and
two bronze. The agen-
cys gold wins included
the work done for auto
brand Volkswagen,
which was awarded
the campaign of the
year and also bagged
the outdoor media plan
of the year (national).
Volkswagen campaign
was the big winner at
the award ceremony,
bagging a gold for DDB Mudra
Max in the innovation of the year
category. In the same category, the
silver was awarded to Lintas Initiative
Outdoors for a campaign done for
Nokia Lumia.
In the best use of technology cat-
egory, Bates Wallstreet won a gold
for the work done for Star Plus.
Milestone Brandcom won
nine metals in all, with two gold, four
silver and three bronze. The agency
won the gold for a campaign done for
Tanishq. The Tanishq campaign was
awarded the outdoor media plan of
the year (local). It also won silver in
the campaign of the year for the work
done for e-commerce portal, eBay. In
the best use of ambient media catego-
ry, GroupM - Dialogue
Factory scored gold
for Mumbai Districts
AIDS Control Society.
In the media awards,
won the gold in the
national media owner
of the year category.
The silver in this cat-
egory was awarded
to Atin Promotions
& Advertising and
the bronze was given
to Times Innovative
The gold in the
zonal media owner
of the year category was handed
to Times Innovative Media (north
zone). Prakash Arts and Pioneer
Publicity Corporation won silver
each in the same category for south
and west zones respectively.
Encyclomedia Networks won
the silver for the work done for
McDonalds in the international cat-
OAA 2012
W|ss|sj K|j
1 0 afaqs! Reporter, June 16-30, 2012
Titans media
spends for
the launch
campaign are
pegged at
`5-8 crore.
In 2009, Future
Brands, a part
of the Future
Group, picked up
a significant stake
in the agency.
A total of 53
awards were
given away. DDB
Mudra Maxs
was the star
of the award,
bagging several
awards across
omen drivers have long been the butt of
jokes of their male counterparts. Skoda
India, in its new campaign for the Skoda
Laura RS, apparently differs with this notion.
Created by Saatchi & Saatchi, the television com-
mercial for the Skoda Laura RS is based on the
insight that men nd speed and women in the
drivers seat irresistible.
The lm depicts the power of the car in an
unusual manner. The 30-second lm opens to
showcase an upmarket club in a big city. The car
enters the frame and stops just outside the club.
To the surprise of the waiting crowd, it revs up
and performs some powerful stunts before com-
ing to a halt once again. An attractive woman
then gets off the drivers seat and dabs on the
burnt rubber on her neck. She walks towards the
club, condent of her irresistible attractiveness, all
thanks to the smell of burnt rubber.
Ramanuj Shastry, chief creative ofcer, Saatchi
& Saatchi, says, Power and performance in a car
being a huge turn-on for men is a well known fact.
We dramatised this fact by having our leading lady
use the aphrodisiac quality of the smell of burn-
ing rubber to be more attractive to men. The lm
is more refreshing visually, at least compared to
a stereotypical male racing the car around town.
The RS mark in Skoda is for variants that
offer a higher level of performance. So Play on
is really a way to bring alive the benet of a high
Talking about the target consumers, Sourabh
Mishra, chief strategy ofcer, Saatchi & Saatchi,
says that there are different types of customers and
there is a segment of people which looks for a high
performance car, even in these times. As they say
about the Indian market, for every truth here, the
opposite is equally true. We are targeting the pas-
sionate about driving segment. Even if they have
a chauffeur most of the time, the few times they
get behind the wheel, they would like to drive a
car which is crafted for superlative driving perfor-
mance, he adds.
or many years, cars and women were never
uttered in the same breath. Even if they were,
it was used to poke fun at the latter.
But today, women are increasingly taking the
drivers seat as far as automotive advertising is
Hyundai Eons launch advertisement showed
Women Drivers!
The TV campaign for Skoda Laura RS is based on the insight that men find speed and women
in the drivers seat irresistible. By Shibani Gharat
tes||ste es ceje I+ >>
The lm is
more refreshing
visually, at least
compared to a
stereotypical male
racing the car
around town.
We are targeting
the passionate
about driving
segment. Even
if they have a
chauffeur most of
the time.
1 2 afaqs! Reporter, June 16-30, 2012
hile the world moves
towards a digitally
advanced era, consumers
in India are still uncertain about
online booking of hotels. A research
revealed that most consumers
remain concerned about the gap
between what is being promised and
what is being delivered. The new
campaign of travel solutions portal,
MakeMyTrip answers this dilemma
of consumers through its new prop-
osition of guaranteed 100 per cent
money back on hotel bookings.
Conceptualised by Draftfcb
Ulka, the television commercial
(TVC) shows an Indian visiting
one of the Asia Pacic countries.
The man, who wants to eat a
chicken dish, runs from one mar-
ket to another. He then meets a
lady dressed like a chicken, standing
in front of restaurant named Chi
Can Restaurant holding the menu
card. Excited that he has found
a restaurant that apparently makes
chicken dishes, the man enters and
orders a dish. After a happy meal, he
congratulates the chef for the tasty
chicken dish. To his shock, the chef
replies that the dish was not chicken
but dogs meat. The TVC ends with
the message, Jo dikhega, wahi milega
and promotes the guaranteed 100
per cent money back offer on hotel
Manish Kalra, head, marketing,, says, Through
Its a Promise
The ad is based on the insight that there is lot
of uncertainty amongst consumers in booking
hotels online. By Anushree Bhattacharyya
tes||ste es ceje I >>
four young women enjoying a ride in
it. There were no men around. Ford
Indias ad for its all-new Fiesta also
showed two women enjoying the
Fiesta drive.
The creator of Dilbert comic strip
Scott Adams once quoted, In less
enlightened times, the best way to
impress women was to own a hot car.
But women wised up and realised it
was better to buy their own hot cars
so they wouldnt have to ride around
with jerks. Well, Skoda seems to
have taken him seriously.
eraj Hasan, vice-president,
strategic planning, Everest
Advertising is of the opinion that
to latch on to the rising number of
female drivers in the country, using a
woman in the drivers seat is a good
strategy. Hyundai too is doing it
for one of its models. But the man-
ner in which its done here, Im not
really sure what it brings to the table.
Perhaps burnt rubber from Lauras
tyre can be used if youve forgotten
your perfume, jokes Hasan.
Hasan is of the opinion that a
good car can sell despite its advertis-
ing and Mahindra XUV is a classic
case to prove this. But, I am not sure
whether this TVC will appeal to the
Charles Victor, national creative
director, Law & Kenneth lauds the
effort to do something different with
this car commercial. Firstly, in a cat-
egory that is trying so hard to do the
obvious, I applaud the effort at try-
ing to do something different. But I
dont think this commercial deserves
any applause. Forget the poor execu-
tion, I think the creative idea itself
isnt one that raises eyebrows, he
He feels that when one has some-
thing as great as the fast Skoda Laura
VRS to play with, one cant write
a commercial that reduces men to
dumb blondes who swoon at the
smell of burnt rubber!
Victor opines that Play on is
quite nice actually, given the VRS.
But it didnt
connect the
way it should
have in the commercial. I also think
its a nice approach to try and shake
things up a bit and put a woman
in the drivers seat. We did that a
long while ago too and if done well,
its a welcome deviation from the
macho, testosterone-inspired male
stereotype that would have been the
obvious choice for a car like the VRS.
Again, the intent is laudable, not the
output, he concludes.
<< tes||ste lrem ceje IZ
oke is back with cricket after 16 long years.
The brand was last associated with it dur-
ing 1996 Cricket World Cup. In its new
campaign, Coca-Cola celebrates the spirit and the
happiness cricket brings into the life of people and
binds them under various circumstances.
The campaign is largely based on Cokes global
theme of Open Happiness.
Conceptualised by Lowe Lintas & Partners, the
television commercial, titled Cricket ki khushi,
shows how a group of children who are die-hard
fans of the game, come together in a desert to
play the game under the scorching sun
(supported by a voiceover). The TVC
captures various moments of their hap-
piness while playing the game. At the
end, it shows the new brand ambassador,
cricketer Sachin Tendulkar, who says,
Khelte raho, khush raho (keep playing,
stay happy).
Speaking about the idea, Anupama
Ahluwalia, vice-president, market-
ing, Coca-Cola India and Southwest
Asia, says, Cricket makes India
happy and Coca-Cola is celebrating
this happiness. The campaign taps
into the simple pleasures that this game offers, to tell this story of happiness. With
this new campaign, Coca-Cola celebrates the pas-
sion and joy experienced by all of us through the
game of cricket.
R Balki, chairman and chief creative ofcer,
Lowe Lintas & Partners, explains, Coca-Colas
objective was to show happiness and talk about
anything that brings happiness to the nation. And
cricket is the best example, as India is known to be
a cricket-crazy nation. Therefore, the new TVC
salutes the game of cricket and celebrates its spirit.
Apart from television, the beverage company
will also launch radio, digital and out of home
campaigns in key markets.
ndustry professionals opine that while the TVC
does successfully evoke a feeling of happiness,
it still remains an average commercial with a nice
voiceover. Experts feel that the commercial is a
good mix of a few campaigns seen in the past,
which obliterates the freshness factor.
Experts also feel that at a time when Pepsi
is trying to nd the right game for association,
Coca-Cola India grabbed the right opportunity.
Soumitra Karnik, national creative director,
Dentsu India, says, Oh, so while Pepsi is in
two minds on whether to dump cricket, which it
supported for years, and to go after football, Coca-
Cola sniffs an opportunity and tries to romance
the joy of cricket. A reasonable strategy; however,
if they had created something dramatically dif-
ferent, it would have been far more refreshing to
Reliving the Past
In its new campaign, Coca-Cola India celebrates the happiness that cricket brings into the life of people.
The campaign is largely based on the global theme of Open Happiness. By Anushree Bhattacharyya
1 4 afaqs! Reporter, June 16-30, 2012
Ahluwalia and Balki: on the spirit of happiness
The RS mark in Skoda
is for variants that offer a
higher level of performance.
The beverage
company will
also launch radio,
digital and out of
home campaigns. tes||ste es ceje J7 >>
a consumer research, we found out
that customers are not very sure at
the time of booking a hotel online,
what services will be offered eventu-
ally. In a majority of the cases, what is
promised is eventually not delivered.
Therefore, customers now mostly
rely on the touch-and-feel factor
in case of booking a hotel. Hence,
we have used a real life analogy to
highlight the issue which is most
common amongst people travelling
to Asia Pacic regions.
According to Kalra, the campaign
aims to increase consumers trust for
online travel solutions brands.
Sanjay Sharma, group creative
director, Draftfcb Ulka, explains,
The television commercial has been
kept fairly simple in order to address
the main issue faced by consumers
when they make online hotel reser-
ndustry experts opine that while
the TVC is funny and brings a
smile to the face, in terms of execu-
tion, it lacks dynamism.
Calling the TVC a funny one,
Ferzad Variyava, executive creative
director, Publicis Ambience, says,
The nice thing about the commer-
cial was that they tried to bring the
you never know if its really chick-
en youre eating travel warning or
insight alive. Production-wise, the
setting seemed to be eastern enough
and the music played its part to cue
in the oriental feel. Even the lady in
the chicken suit costume seemed like
a cute touch. The message seemed to
come across fairly clear. However,
the rolling, bouncing, slightly-high-
on-sugar main character, on his
curious quest for chicken in a coun-
try where he would be practically
surrounded by them, threw me off
at rst.
But in hindsight, an over-the-
top approach didnt seem like a bad
thing. Could it have been funnier?
Probably. Overall, it felt pleasant and
left a smile on the corner of my lips,
he adds.
Bikram Bindra, senior account
director, planning, BBDO India,
calls the TVC a lighthearted fun
piece of work that is sure to evoke a
few chuckles.
He adds, The elements, in terms
of execution, the setting, the music
and the brilliant performance by
the lead, is bang on. The brand
promise of what you see is what
you get is not exceptionally unique
and in fact forms the basis of the
current Docomo campaign as well.
However, what elevates the thought
in this piece is the fact that it answers
a specic consumer dilemma when
it comes to booking lodging online.
Most of us have suffered on this
front and this has led to an inherent
suspicion in booking the stay before
actually checking it out.
<< tes||ste lrem ceje IZ
Its a promise...
Kalra and Sharma: being a genuine brand
Fake Identity
he new campaign of denim brand, Flying
Machine, from the house of Arvind Brands,
targets the youth and is based on the core
theme, I am sexy, when I am me. The television
commercials show two different sides of the youth
- boys who are not pretentious and girls who can
fake it easily.
The TVCs, feature different boys under various
circumstances, who wear the same T-shirts for
various outings and only change their accessories,
if needed. The TVCs end with the tagline, Boys
dont fake it!. Two other TVCs show two girls
getting dressed - while one coordinates all her
accessories with the dress worn by her, the other
girl intentionally messes her proper look to create
a new look. The TVC ends with the tagline, Girls
can fake it!.
Alok Dubey, vice-president, Arvind Lifestyle
Brands, says, The campaign is largely based on
the core theme, I am sexy, when I am me. The
TVCs target the youth and highlight the fact that
the youth is not pretentious and boys are very dif-
ferent from girls. While boys dont fake it and are
not that concerned about their looks, clothes and
accessories, girls take this job very seriously and
hence can fake it. The campaign stresses on the
core message of brand Flying Machine.
Arun Iyer, national creative director, Lowe
Lintas & Partners, explains, All the television
commercials are based on one single insight, that
is, how comfortable people should be being them-
selves. And, boys are never bothered that much
about their looks and apparel. Even while going
out, boys dont think much in terms of clothes.
As for girls, they are a lot more thorough and even
when they intend to dress down, they do it inten-
tionally. The TVC reects the insights in a very
The new campaign, which comprises nine TVCs of Flying Machine from the house of Arvind Brands, is
based on the core theme of the brand, I am sexy, when I am me. By Anushree Bhattacharyya
tes||ste es ceje I& >>
The television commercials
show two different sides of
the youth.
1 6 afaqs! Reporter, June 16-30, 2012
The TVC promotes the newly introduced
proposition of 100 per cent money back
on hotel bookings.
n incumbent agency on an automobile
account claims that its strategic idea pre-
sented in a pitch process early this year, was
unceremoniously stolen and executed by the new
agency. This is not a sole example. There are other
agencies which claim that they, too, have been
cheated at some point.
So, is there a solution to the problem? The com-
mon grievance is that industry bodies such as the
Advertising Agencies Association of India (AAAI)
are doing little to protect the rights of agencies in
this regard. Many believe that if a single agency
acts as a crusader against the system, it could lead
to isolation in the fraternity and loss of business
opportunities. This is why agency heads are look-
ing for some intervention from bodies such as the
AAAI or ISA (Indian Society of Advertisers), that
have the power to stop such practices.
Bharat Patel, chairman, ISA, says, Stealing
ideas and concepts from one agency and selecting
another agency to do the job is unethical. If the
AAAI brings this issue to us, well surely look into
Patel recommends that agencies should have
more self-discipline and simply refuse to pitch for
brands that are notorious about calling for pitches.
Nagesh Alai, president, AAAI, tells afaqs!
Reporter, Its easy to take potshots at AAAI.
Agencies need to have the courage of conviction
to get into an iron-clad, signed agreement with the
client at the pitch stage, specifying that the ideas
put forward cannot be used without the agencys
permission or without adequate compensation.
If a client breaches this agreement then who will
take him to task? The concerned agency can just
go legal, Alai answers. According to him, agencies
ought to be more unied and refuse to pitch if
clients refuse to sign such agreements.
any agency heads are of the opinion that
a copyright on an agencys ideas as it is
practiced in several other countries - could be a
solution to this problem.
Anil Nair, chief executive ofcer and managing
partner, Law & Kenneth, says, There absolutely
must be a copyright at the pitch level. Most often,
the baseline is what gets stolen in creative pitches.
Like Nair, many feel that there should be a
pre-emptive arrangement in the form of a signed
document which states that whatever is being pre-
sented and is not bought, belongs to the agency and
cannot be used without the consent of the agency.
Clients often make agencies sign NDAs (non-
disclosure agreements) when the brief is shared.
The general sense is that a similar non-disclosure
or non-usage agreement, that agencies could ask
clients to sign before presenting their ideas, will be
a potential deterrent for such unethical behaviour.
A common complaint is that India is the only
country where suggestions and recommendations
come free of cost, under the pretext of pitching.
Shiv Sethuraman, chief executive ofcer,
TBWA India, who spent seven years working over-
seas, says, In France, the minute a presentation is
made to a prospective client, all the ideas are put on
a CD and sent to the copyright bureau. In case of a
dispute, you can re-visit that record and prove in a
court of law that you had originally created a par-
ticular idea. No such mechanism exists in India.
Further, this issue is not one that plagues crea-
tive agencies alone; media agencies face this too.
Unlike in the case of creative agencies, where it is
the baseline or a particular aspect of the creative
natural way.
The campaign comprises nine TVCs, of
which four feature girls and ve are based
on boys. Also, the company has launched a
print campaign. The brand has used daily
newspapers for ads featuring boys and lifestyle
magazines to target girls. Also, an out of home
campaign has been launched.
hiveshwar Raj Singh, group creative direc-
tor, Draftfcb Ulka, says, Heres a brand
that is desperately trying to connect with the
youth, but hey! - who isnt nowadays? So the
commercials have to be edgy, naughty and in
your face but again, which commercial isnt,
nowadays? If I break down what is being tried
blatantly here, the TVCs say that girls are like
this, and boys are like that so buy me because
I know what guys and girls are like. Maybe the
youth understood the meaning but I didnt.
Some brands are born cool, while others rise
to coolness; and many others, like this one, fall
at in their attempts to be cool.
Atika Malik, senior vice-president and exec-
utive planning director, JWT India, remarks,
Getting it just right in youth brand communi-
cation is always a bit of a tightrope walk. In this
one, what works are execution elements like
the deadpan, the matter-of-fact underplayed
vibe, the silence, the scratched sound track.
Even the specic lm insights of guys noncha-
lantly exchanging tees, adding a special touch
for a date and creation of accidental fashion
are nice.
According to Malik, what doesnt work is
the Boys dont fake it and Girls can fake it
tagline and what it brings to the party. The
brands strategic intent, I am sexy, when I am
me, is simple and resolves the t in and stand
out dilemma of the youth. And, a fashion
brand can own it, if its encouraging an indi-
vidualistic fashion touch. But why add the boys
and girls polarising behaviour of faking or not
faking as a layer to the idea? Here, Idea pe idea
is not needed, she adds.
<< tes||ste lrem ceje I
1 8 afaqs! Reporter, June 16-30, 2012
Iyer and Dubey: on showcasing two sides
Patel, Alai, Nair, Sethuraman and Nayyar: stop this theft
The campaign comprises
nine TVCs, of which
four feature girls and ve
are based on boys.
Stealing Ideas
tes||ste es ceje Z >>
Many agencies pet peeve is that clients tend to idea shop in the
name of a pitch. afaqs! Reporter finds out whether this allegation
holds true. By Ashwini Gangal

here is a child in everybody and there are
instances or moments when that child
comes out in the open. From the colourful
Pandas to a set of new customers, Cadbury Gems
new campaign tries to bring out the little child in
everyone as it expands its target consumer base
from kids to those who are children at heart.
The campaign showcases various childish
attributes of adults, the reasons for their attrac-
tion to Gems and further stresses on the idea
of living an age-less life through the tagline, Raho
Conceptualised by Ogilvy India, the rst com-
mercial shows a young woman sitting on a bench
in a park. On the grass, she nds a yellow coloured
Cadbury Gem, picks it, licks it and eats it. To her
surprise, a few more Gems in different colours
pop out. The woman hurriedly eats them. More
and more Gems keep popping out and the woman
tries her best to eat all. In her effort to hide her
discovery and keep the growing heap covered with
her body, she is blown into the air. The TVC ends
with the message No umar for laalach.
The second TVC shows a man visiting a
museum, where he comes across an artists work -
a sculpture made of Gems. The sculpture, which
has green, red and yellow gems, has a blue Gem,
too. Unable to resist the colour, he picks it out
and to his surprise, the whole sculpture falls apart.
Sheepishly, he eats the sugar-coated chocolate
button as the artist glares at him. The TVC ends
with the message, No umar for favourite colour.
Both the TVCs promote the brand message,
Raho Umarless.
Chandramouli Venkatesan,
director, snacking and strategy,
Cadbury India, says, Insights
reveal that Cadbury Gems has
a strong connect with both kids
and adults. The brand deeply
resonates with child-like free-
dom. Our new campaign Raho
Umarless appeals to our consumers and encour-
ages adults to be child-like.
Abhijit Avasthi, national creative director,
Ogilvy, explains, For years, the overall percep-
tion for Gems was that it is a kids brand but
the truth is if I keep a bowl of Gems in front of
an adult, he or she would equally love it and eat
it. So we wanted to up the age and show that
Gems has a potential for a larger section of
target consumers. Therefore we used
the concept that even as one grows
up, there is a child inside all of us
and that child will do anything to eat
Gems and we depicted this through
various examples like a person who
is fascinated with Gems because of
its colour, or someone who loves to lick Gems.
autam Pandit, partner and senior creative
director, R K Swamy BBDO, says, The
idea has captured the core brand value well and
brings out the child in you, in an entertaining
manner. Umarless is an interesting coinage, which
encapsulates what the product stands for, polar-
ity amongst both the children and adults alike.
However, out of the two, my personal favourite is
the Exhibition TVC for its setting and execution.
The idea is simple, yet a gem!
Vikram Dhaliwal, planning head, Rediffusion-
Y&R, remarks, On the face of it, it seems that
Cadbury is trying to broaden its consumption
base and make Gems relevant to a slightly older
population than it currently addresses. However,
this advertising does not reach the heights that
Dairy Milk does, simply because it doesnt nd
a way to speak to the reality of adult life. Dairy Milk
offered us a new way to look at daily life and nd
a celebration, a moment where none previously
existed, and in the process made chocolate rel-
evant to us. Gems, however, merely asks us to be
like kids, without really telling us why. Its wishful
advertising and not effective advertising.
Grown up? So What!
The campaign talks about the little child in everyone as it expands its target consumer base from
kids to grown-ups. By Anushree Bhattacharyya
2 0 afaqs! Reporter, June 16-30, 2012
Venkatesan and Avasthi: on the new tag line
ith an aim to communicate
the benets of the recently
launched Smart TV and
ensure that consumers can engage
and experience the Motion Control
features of the set, Samsung and
Starcom Digital have introduced the
rst augmented reality banner format
through the motion control ban-
ner utilising digital platforms like
YouTube and
In its current format, users can
select content displayed in the ban-
ner with gestures, just like they may
do while using a Smart TV, and the
selected content plays in the frame of
a Smart TV within the same creative.
The creative ties-in with the prod-
uct feature and enables the user to
experience motion control and its
advantages digitally.
Commenting on this innova-
tion, Rahul Saigal, chief marketing
ofcer, Samsung India, says, In
keeping with the companys thrust
on innovation, we have created this
digital communication to provide
consumers a complete experience
of the interactive features of our
new 2012 Smart television range.
The augmented reality banner gives
consumers an opportunity to experi-
ence Motion Control in a manner
A Peek into Reality
The campaign aims to highlight the benefits of
Samsungs latest product, Smart TV. News Bureau
tes||ste es ceje Z+ >>
Users can select
content displayed
in the banner
with gestures.
To create buzz around the sixth season of Indian Idol, a
multi-city outdoor campaign was rolled out. Around 700 to
750 different outdoor sites were used including hoardings,
bus shelters, backlit kiosks and mall medias.
Agency: Media Circle
Exposure: 30 Cities across Metros and Mini Metros
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.
The innovative hoarding showcases a large cutout of
Abhishek Bachchan and Idea 3G Smartfone cutout with
golden wings that are flapping. The wings shown coming
out of Smartfone and the Halo effect created around
Abhishek adds to the heavenly feel.
Agency: Bates Wallstreet
Exposure: 30 cities in Gujarat
Auto maker Mahindra has launched an online campaign
to go along with the mainline campaign for XUV 500. The
website developed as part of the campaign, allows users
to share their travel stories in the form of a blog. The
campaign highlights the tag line of May your life be full
of stories!
Agency: Hungama Digital
Through the new TVC, MetLife looks at building awareness
among the 40-plus male audience about the importance of
early retirement.
Agency: McCann Erickson
Creative Chief: Ashish Chakravarthy
Creative Directors: Mayur Hola, Sudeepa Ghosh and
Shikha Sud
Chairman and CCO, McCann Worldgroup India
and president, South Asia: Prasoon Joshi
Salman Khan has returned to his Dabangg avatar for the
launch campaign of Suzuki Hayate. Khan enters the scene as
Chulbul Pandey announcing that he will catch the escaped
criminal with the help of his Hayate.
Agency: RK Swamy BBDO
Creative Team: Ajmer Pratap Singh, Ankur Suman and
Abhishek Dubey
Production House: IBIS Productions
Producer of the campaign: Harsh Dave
Through the new TVC, Bharti Axa talks about the policys
proposition Aapka insurance policy aapki khushiyon ki
taarikh kyun tay karen? (Why should your insurance
policy decide the date of your happiness?)
Agency: Grey India
National Creative Directors: Amit Akali, Malvika
Creative Team: Rohit Malkani, Karan Rawat
Films: Manjula Moses and Samir Chadha
The print
suggests that
Bajaj Exhaust
Fans allow you
to reclaim your
space from foul
odors. In one of the print ads, a bathroom is lined with
National Creative Director: KV Sridhar
Executive Creative Director: Nitesh Tiwari
Creative Director: Vikram Pandey
Art Director: Brijesh Parmar
Prism Papyrus, exclusive distributor for Fedrigoni paper,
wanted an attention-grabbing idea to promote Fedrigonis
new range of recycled papers so that offices switch to this
greener option and help save trees.
Chief Creative Officer: Sonal Dabral
Creative Director: Prajato Guha Thakurta
Copywriter: Prajato Guha Thakurta
This is an
awareness poster
for Breast Cancer,
which features
Monalisa, without
her smile and
without one
Creative Agency: Creative Studio at Abbott Healthcare
Visualiser and Graphic Designer: Vishakha Potdar
2 2 afaqs! Reporter, June 16-30, 2012
n its most recent bout of product-centric com-
munication, DTH (direct to home) player
Tata Sky has rolled out a three-lm campaign.
Whether its the casting or the objective of the
campaign, all three commercials are an evident
extension of the brands recent set of ads, also a
three-lm effort. Both sets of lms attempt to
position brand Tata Sky as an out and out service
While the product benets highlighted in the
previous campaign include the brands relocation
services, its call centre services and punctuality,
the current campaign emphasises offerings such
as Tata Skys package advisory service, payment
reminder system and the three-day grace period
after the bill payment date.
While the earlier campaign featured married
couples, the current one features only the wives.
Referring to the TVCs as ads comprising Tata
Skys service campaign, Sukesh Kumar Nayak,
group creative director, Ogilvy India (the brands
creative agency of record), says, These lms are
a continuation of the earlier set of lms. The
personality of each of the three
female characters has been main-
tained across the two campaigns.
Apparently, all six lms draw
inspiration from actual consum-
er behaviour.
Why are the husbands miss-
ing in this set of ads, anyway?
Well, while featuring just
the wives (who appear
to be housewives) may
appear misleading as far
the brands target group
(TG) is concerned, Nayak
assures that featuring only
the wives in the second leg
of the brands service com-
munication has nothing
to do with women being
a special focus this time.
According to him, they
emerged as the protago-
nists to continue the story
because in the previous
campaign, it was these
women who were having
fun at the expense of their
respective other halves.
Regarding the rather
plain testimonial-like route
adopted in this campaign,
Nayak insists that this was
a deliberate move on part of
the agency and that it serves
to break the monotony dur-
ing commercial breaks on
TV. This simple look of the
campaign stands out. It was
an art direction call, he
In all, there are eight such
lms, which are being aired
on Channel 100, the Tata
Sky channel.
ccording to Vivek
Dutta, vice-president,
planning, Cheil Worldwide
SW Asia, the strategy to
use housewives as direct
endorsers seems plausible in
creating some credibility for
the brand as a service brand.
But the execution could
have been more hard-hitting.
Currently, it seems to be forced
and staged, he says.
He adds, Also, jamming it up
with too much information is a
further put off.
He feels that considering
how mandatory digitisation is
a landmark event in this cat-
egory, this could have been a
great opportunity for the brand
to address familiarity and con-
venience issues.
Sujit Das, executive crea-
tive director, Pickle Lintas
nds the insight too generic.
It didnt appeal to me much,
by putting myself in the con-
sumers shoes as well as from
a creative perspective, he cri-
After blatantly express-
ing his perplexity about why
the lms feature only women
this time, Das goes on to add,
Talking heads or testimonials
have been in vogue for some
time now. A better execution
could have lifted the lm.
This vox-pop approach (also
known as the voice of the
people method) is too plastic
and articial.
Direct Selling
In its latest product-led, tactical ad campaign, Tata Sky furthers its position as a service
brand. By Ashwini Gangal
that helps them understand this truly
distinctive feature of our Smart TV
Arnab Mitra, national director,
SMG Digital, explains, To a lot of
Indians, Smart TV just stood for a
television with a few features which
does not have a unique space any-
more with the advent of smartphones.
However, the Samsung Smart TV
is beyond that and enhances the
television viewing experience with
interactive online content, exploring
apps, and much more. Our objective
was to ensure that the consumers can
live this experience without having
to visit a store or buy the TV, and
thus actually create awareness about
the features.
<< tes||ste lrem ceje ZJ
A peek...
2 4 afaqs! Reporter, June 16-30, 2012
The personal-
ity of the three
female characters
has been main-
tained across the
Our objective was to
ensure that the con-
sumers can live the
experience without hav-
ing to visit a store or
buy the TV.
Both sets of
lms attempt to
position brand
Tata Sky as an
out and out
service brand.
2 6 afaqs! Reporter, June 16-30, 2012
presentation that is most likely to get
stolen, in the case of media agencies
it is the strategy that is most likely to
get picked up.
n such a scenario, is charging a
pitch fee the solution because
doing so will partly compensate the
agency, if it feels that its idea has
been stolen or has been the source of
A pitch fee by its very nature is
compensation for the time and effort
put in by the agencies, not so much
for their resources, ideas and intel-
lect, says Anita Nayyar, director,
customer strategy, BCCL.
The general sense is that an
idea that comes from an agen-
cy is something a client cant
put a price on, unless the agency
is ofcially appointed as the AoR.
o nd out the clients side of the
story as well, afaqs! Reporter
speaks to brand marketers or clients
in agency parlance.
In the opinion of Tarun Khanna,
head, marketing, Fiat India, when the
clients brief is a focused one, there
is bound to be some overlap in the
ideas that agencies come up with, and
that within that common ground, the
creative execution could be differ-
ent. Everything is derived from the
clients strategy. The agencies arent
presenting a black book or a specic
proprietary model; theyre present-
ing creative thought processes based
on a clients brieng. So I dont know
if the issue of copyright is really rel-
evant in this case, he says.
According to Abdul Khan, sen-
ior vice-president, marketing, Tata
Teleservices, any formal agreement
at the pitch stage will get stuck at
the very denition of idea. While
I understand how important intel-
lectual property is for an agency,
creativity is so subjective, that den-
ing the contours of an idea is difcult.
Already there are different interpre-
tations, across eco-systems, of what
constitutes an idea. The legal angle
will make things even murkier.
Unless an entire ad done by one
agency is released as another agen-
cys work, other smaller disputes
should be treated on a case by case
basis, instead of codifying everything
with the industry body, feels Khan.
There should be one unied open
forum where marketers and agencies
can discuss these issues, he suggests.
ccording to some, the issue is
not of copyright laws as much
as it is about moral values. It has
more to do with the morality of the
theft and less to do with the legality,
says Meenakshi Menon (Madhvani),
founder and chairperson, Spatial
If there is better unity among the
players in the advertising industry
and if agency professionals come
together and decide not to use one
anothers ideas, then they can collec-
tively solve the problem, she insists.
While legality may be difcult to
implement, a sense of fairness and
brotherhood is something agen-
cies can work towards, advises
<< tes||ste lrem ceje I&
A common complaint is that in India is
the only country where suggestions and
recommendations come free of cost.
A Threat to Instagram?
little over a month after social networking
giant Facebook announced the acquisition
of Instagram, a photo-sharing platform, for
$1 billion, it has introduced a specialised photo-
sharing app, Camera, for iPhones.
The new free photo-sharing app allows users to
share multiple photos all at once, crop images, add
captions, tag friends and use lters to add effects to
the picture. The app offers many features similar
to that of Instagram, including several lters and
the ability to share pictures with friends separately
from Facebooks main ecosystem.
acebook has been facing ak for the mediocre
picture sharing features available on Facebook
for Mobile app. The ability to edit the pictures
using the app and upload them in batches has been
missing in the app. With the Camera app, this has
been addressed successfully.
The social networking platform has, for quite
some time, worked to develop an application that
addresses all the issues agged by users but was
unable to execute it so far. Instead, it decided to
bag Instagram, which came with a built-in com-
munity of photographers and photo lovers. A lot
has been said and written about why Facebook
decided to buy Instagram in the rst place. The
newly launched Facebook Camera afrms that
the Instagram acquisition was a clever and well-
thought strategy to beat competition.
Calling the acquisition as a strategic move by
Facebook to systematically take out competi-
tion, Girish Mahajan, co-founder and director,
Webitude, says, Facebook had been working on
the app for a while now, but could not execute
it. With Instagram in its kitty, the technology just
gave a boost to the app and hence the release.
Buying out Instagram is an excellent move by
Facebook as not only did it kill competition but
also managed to get its hands on technology that
has aided in the release of the camera app.
he launch of the Camera app has set tongues
wagging on whether Facebook is gearing up
to phase out Instagram. When the acquisition
was announced, many were surprised as it was a
deviation from the manner in which Facebook has
functioned over the years - keeping it under one
product umbrella. Keeping Instagram as a separate
product and brand is reminiscent of what Google
has done with YouTube following its acquisition.
Digital consultant Shubho Sengupta believes
that the launch of the Camera app will not mark
the end of Instagram. He says, Instagram will
do for Facebook what YouTube did for Google.
Facebook being an extremely dynamic platform,
we will see a lot of apps being launched in the
coming few months.
Zafar Rais, co-founder and CEO, Mindshift
Interactive believes that this launch and the
The launch of the photo-sharing app has set off alarm bells about whether Facebook plans to phase
out the recently acquired Instagram. By Nisha Menon
Instagram will
do for Facebook
what YouTube
did for Google.
At the end of the
day, theres plenty
of space for every
social network.
Buying out
Instagram is an
excellent move by
tes||ste es ceje J7 >>
ot too long ago, someone thought
up Orkut and long-lost friends were
reunited. Facebook arrived and took
the idea further. Twitter made eve-
ryones opinions compact and more audible on
the internet. Socially, internet is becoming a great
leveller. And where society gathers, can brand
marketers be far behind?
Brands and their marketers kept a close watch
on the changes in the virtual world and attempted
to make the most of every new opportunity that
emerged, taking social conversations to a level
where nothing is personal, just business.
Amidst the chaos, appeared another kid on the
block called Pinterest. Ever since its arrival just
about two years ago, it has been riding a wave.
Crossing the 10 million monthly unique users
faster than any other platform (according to com-
Score) and bringing in increasingly more referral
trafc to websites, Pinterest is screaming for atten-
tion and probably getting it too.
What is the opportunity that Pinterest is throw-
ing up for a brand? And have brands, especially
Indian ones, included it in their social media mix
interest is nothing more than an online version
of the scrapbook that most of us maintained
back in school. It could also be the board in your
ofce cubicle where you pin up pictures, newspa-
per cut outs and post-it notes.
People love collecting pictures and referring
back to them for private leisure viewing. The no-
brainer is just an online extension of this ofine
behaviour. Users pin images and other media
content that interests them on their categorised
online pinboards. Images can further be repinned
increasing the viral nature of shared content.
What works best for the platform is the simplic-
ity in which it operates and the ease with which
images can be - and are - shared or repinned.
A simple Pin It button installed in the brows-
er, allows one to grab images from any website
and add it to pinboards. Copyright issues are also
tackled with the simple fact that the source link is
also grabbed and the creator is duly credited with
the content.
A Pinterest enthusiast and the digital head of
JWT India Group, Max Hegerman reveals how
he takes a break from his daily work schedule
and spends 20-30 minutes on the website every
day. He also admits how he gets lost very easily.
People connect better through images. Pinterest
quickly communicates your interest through pic-
tures. It is easy and that is why it has caught on,
particularly with people who might not usually
connect on social media, says Hegerman.
Aman Mishra, strategic planner, digital and
new media, What The Hell?, exclaims, It is a
marvel of ingenuity that rivals Twitter in reach
and impact, leapfrogging into the top three social
media platforms in record time. In many ways, it
is even more powerful because its ability to inte-
grate e-commerce into all the pins and postings is
Consider one simple factor: On Facebook,
the newsfeed changes rapidly with every passing
minute. In Twitter, a fresh number of tweets are
loaded on the timeline all the time. Miss an update
and it is lost among the many. With Pinterest, the
visibility of content only rises as the content is a
permanent xture on pinboards with all the con-
stant repinning. Does that make Pinterest more
interesting than FB or Twitter?
3 0 afaqs! Reporter, June 16-30, 2012
It is the visual element that makes Pinterest such a hot favourite with web surfers. Are brand
marketers making good use of this interest? By Biprorshee Das
With Pinterest, the visibility
of the content only rises since
- with all the constant repinning -
the content is a permanent
xture on pinboards.
interest touched the 20 million unique visitors
mark in April 2012 up from just ve million
in May 2011. Of this, 4.5 per cent are from India.
This seems paltry, compared to Facebooks 46
million users in India and 900 million globally.
Probe a bit deeper and one realises that Facebooks
user base in India is also close to ve per cent of
the global user base.
Facebook has done its own bit to contribute
to Pinterests growth. Interestingly, the number
of Pinterest users rose sharply by late 2011 this
was roughly around the same time that Pinterest
integrated Facebook Open Graph and the new
Application Programming Interface (API) that
allowed Pinterest to scale up the shareability quo-
tient of its content.
Preetham Venkky, business head, KRDS (the
Facebook Marketing Agency that also develops
applications) says Pinterest used the Open Graph
to its advantage. Every Facebook activity has a
viral impact; the activity appears on the ticker of
your friends, it appears on your friends news
feeds and your own Timeline. Open Graph made
it easy for Pinterest to use all three effectively.
Your Pinterest activity becomes a permanent one
on your Timeline, there for everyone to see and
experience for themselves, says Venkky.
He explains that a lot of start-ups ride on the
Facebook Open Graph that was created to tap
into the large portion of social media users who
did not interact much with their newsfeed. Social
media enthusiast and head maven, Windchimes
Communication, Nimesh Shah welcomes the
trend and simplies it. New players thrive better
when you have existing key players pushing them.
They are not eating up each others space but are
only helping to grow the market, says Shah.
icture this. A brand might not even have used
Pinterest to showcase its products. However,
a user might have pinned a picture of a product
he uses and endorses. A conversation has already
started without any effort from the brands end.
Now, it depends on how much a brand can steer
that conversation in its favour.
Most people agree that a platform such as
this lends itself excellently to businesses such
as retail, lifestyle, clothing, ecommerce that can
visually showcase its various offerings. Consider
the example of the high-end clothing and apparel
brand, Diesel. Pallavi Barman, marketing and
communications manager, Diesel Fashion India
Reliance says that Pinterest works very well for
the brand.
The social strategy of Diesel is controlled inter-
nationally and the brand is present on Pinterest,
showcasing its catalogue across different boards.
In India, however, the same is done for the brands
loyalty programme, Diesel Cult. When it comes
to marketing online, pictures appeal. Pinterest
is just the platform for that. You are not forcing
anyone to like your product but the medium is
the message. Pins and repins help the brand a lot.
If we use it wisely, I am sure it will turn into a
forum, says Barman.
Another interesting and well-known charac-
teristic of Pinterest is the favour it nds with the
fairer sex. This must certainly appeal to lifestyle
and clothing brands, and the categories where
women inuence the buying decisions.
Venkky, who safely puts the ratio to be at 80:20
in favour of women, explains the idea saying,
Women have forever maintained scrapbooks and
are extremely social. They tend to collect things,
maybe much more than men. Pinterest combines
the idea of personal collection and the art of scrap-
booking, making it very interesting for them.
There are other aspects of Pinterest that also
are a tad underutilised. Videos, for example.
Pinterest provides for sharing videos as well, along
with images that also open up immense opportu-
nities for marketers. Yet another feature is how
Pinterest allows the user to change the embedded
link of any image and video. With most content
on Pinterest being repinned, this feature enables
a brand to keep the image the same and yet route
users to a new campaign, if required.
3 1
afaqs! Reporter, June 16-30, 2012
Note: Based on a sample of 50,000 visi-
tors from Pinterest and 50,000 visitors
from Facebook (March 15-April 15, 2012) is the online destination for
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where customers can buy directly from
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oticca is a London-based
jewellery and fashion
accessories retailer. Chief
executive officer Kiyan
Foroughi reveals that Boticca
has dedicated employees to
maintain the company and
brand boards on Pinterest.
These are the two factors
that drive a lot of traffic and
sales. Boticca has over 60
boards divided into different
categories and trends.
Recently, the company
carried out a Facebook vs
Pinterest survey too (see
infographic left). Pinterests
recent success is due to its
user experience and the very
visual nature of the platform.
It provides a great tool for
internet users to curate the
web, according to their own
tastes and likes, which is not
done as easily on other social
networks such as Facebook
and Twitter. Pinterest has
become our biggest social
referrer, says Foroughi.
Pinterest will also need to play its
mobile strategy right to garner more
users and interest. Currently, only
available on the iOS, it will surely be
looking at other mobile platforms.
ndians use a variety of spices in their
palate on a daily basis and that is
why McDonalds, came up with a
unique way of acknowledging spices and
their importance in the Indian cuisine,
without which our food would be bland
and boring. With a dash of fun and
excitement this summer, McDonalds
gave Indians something to celebrate by
launching the Spice Fest from April 1st
to June 2012, introducing four new vari-
ants to its McSpicy range of products:
Mexican Spice Chicken, Mexican Spice
Veg, Asian Hot Garlic Dip and African
Peri Peri Shake Shake.
The launch was actively supported by
a 360 degree marketing campaign which
debuted with a mix of television com-
mercials, print, outdoor and in-store
promotions. Milestone Brandcom, got
the spicy avour and fun on the streets
for spreading the aromas of Mexican,
African and Asian spices and avours,
tickling everyones taste buds all through
this summer.
Rameet Arora, senior director market-
ing, McDonalds India (West and South)
said, We have come up with a campaign
that embodies the fun, freshness and
festivities of Spice Fest to extend our
Im Lovin It experience to our custom-
ers. We have tried to communicate the
varieties of Spice in a fun way, whilst
showcasing our freshness and quality
products. We, at McDonalds aim to be
our customers rst choice and we are
taking brand McDonalds to the next
level by providing our customers with
products and campaigns that are new,
fresh and innovative.
A range so spicy called for a blazing
hype and buzz in the market to create
awareness and conversations around the
spicy delights, making people talk about
and get tempted to walk into to the
McDonald outlet to try it.
The Out of Home (OOH) campaign
was executed across nine markets starting
in April across 200 touch points. Besides
creating impact with large format bill-
boards and gantries at key junctions and
arterial roads, the campaign reached out
to the targeted audience in an effective
way along various high-reach media like
bus shelters, railway foot-over bridges
and utilities.
While one could see a heat wave in
the summers in India, we further built
on the spicy offering with an innova-
tive execution around the hot and spicy
burger burning up a billboard on every
bite or using the re extinguishers to
put out the re as a result of savouring
a hot and sizzling McSpicy delight,
said Hanoz Patel, founder member and
managing partner, Milestone Brandcom.
The Burning Billboard
ight in the heart of Mumbai, at
Mahim causeway an area that wit-
nesses more than 2.5 lakh passenger cars
pass by daily, the innovative concept of
revealing the product was carried out on
a billboard of the size 40ft by 20ft for a
period of seven days and included ve
ex changes.
On the rst day, audiences saw an
entire burger with the McDonalds logo.
Thereafter, every alternate day for the
next ve days; the burger was bitten up
reducing in size with the area around the
bitten part surrounded by ames which
emitted real smoke.
On the last day of this innovation,
audiences saw a billboard with a hole in
the shape of the burger, still aming hot.
The innovation was a sure shot trafc
stopper and caught nearly every pas-
serbys attention.
The campaign spiced up the
summer of 2012 with multiple innova-
tive communication at relevant touch
points and exciting engagements to drive
the hot and sizzling summer delights
from McDonalds.
Spicing Up Life This Summer
Stories featured on this page highlight innovative marketing techniques using various
media vehicles like print, digital and out-of-home.
Milestone Brandcom creates an innovative marketing blitzkrieg for the
new fast food range. News Bureau
The billboard as it appeared: sizzling and hot
Day 1
Day 4
Day 6
interest has its fair bit of championing done
by communication experts as well. Identifying
the potential, they stress on active engagement on
the medium.
Says Navin Kansal, group creative director,
Grey Digital, Brands that allow a peek into them-
selves resonate well on this medium. But they
must put consumers at the centre of engagement.
A token presence will not sufce. If users retain
images about the brand, they must be offered
exclusive content. Interesting contests must be run
on a regular basis.
According to him, the timing for Pinterest has
been spot-on, as the virtual world became increas-
ingly visual. Technology, too, is making it easier
for users to click, post and share better quality
images online. And the simple interface makes the
interaction even easier.
Karl Gomes, co-founder, AgencyDigi says,
Unlike Flikr (an image and video-hosting web-
site), not everybody creates content on Pinterest.
That is where it works. A lot of people just repin.
Any or every brand can be present on Pinterest.
He opines that it is not just about selling products
but engaging with a ready consumer base that is
already present on a platform.
The good thing is that people are pinning
things they like, irrespective of a brands presence.
The more people use it, the bigger the idea will
get. Today, you need evangelists of the brand.
Not all brands can ght their own battles. They
will need the consumer to shape perspectives,
explains Gomes.
JWTs Hegerman afrms that Pinterest,
although new and fresh, cannot be dismissed as a
ash in the pan. You take a Facebook strategy to
clients and they might roll their eyes asking, What
is new that you have got?. We are taking Pinterest
to them and keeping ideas fresh. This is like a
visual Google search, he says.
Independent digital consultant Shubho
Sengupta minces no words when he says that
Pinterest does not interest him much as he does
not nd it too user friendly and even slightly
clumsy. My main interest in Pinterest is its
ability to push up the brand on search rankings.
Personally, I am struggling. I have limited time
and with so many platforms, I might get a bit con-
fused. It has been proved how you are sorted if you
have Facebook, Twitter and Google+, as a part of
your strategy. Currently, in India, internet con-
nections and Facebook accounts are rising at the
same pace, Sengupta says although he is quick to
add that it might not be a very wise move to ignore
Pinterest in its entirety.
t is still very early days for Pinterest in India.
Brands are merely testing the waters. However,
there are enough case studies of foreign brands
using the medium innovately and effectively.
A popular example is that of Kotexs Womans
Inspiration Day campaign in Israel. Fifty inuen-
tial Pinterest users were identied and handcrafted
gifts were made for them based on their Pinterest
boards. With surprised users pinning images of the
gifts across social networking sites, the campaign
fetched 694,853 impressions for Kotex.
Yael Linen Zuchman, owner and chief execu-
tive ofcer of Smoyz, the agency that designed
the campaign says that they chose the unique and
unconventional activity to encourage women in
Israel to talk about the product and rethink their
habits and attitudes towards a brand that is consid-
ered to be the underdog in the feminine category
in Israel.
Pinners were found to be the best candidates
when we were looking for an innovative social
platform for women to express themselves freely.
The idea to create unique and personal gift boxes
came from the insight that in order to be relevant
for the consumers, you have to create true value
for them and personalisation is a great way to do
it, he says.
Internationally, there are brands like,
Etsy (furniture and houseware retailers) and
west elm (a US-based food supermarket chain)
that have used the platform well. Among Indian
brands, Mumbai-based Fashion and You and
Chennai-based Basics Life (Hasbro Clothing)
have used Pinterest as bulletin boards. However,
there has been nothing beyond this. Moreover,
many Indian brands that afaqs!Reporter spoke
to feel that the awareness levels in India are not
that high to warrant a full-edged Pinterest
This is what Suhail Sattar, director of Hasbro
Clothing has to say. We are yet to see the potential
in it compared with Facebook as a social market-
ing tool . The content on pinterest is the same as
as Facebook.
He agrees that it is a great personal tool but
I dont know whether it will be as effective for
brands as Facebook has been. Much like Twitter I
think its great for individuals.
Sattar confesses that he doesnt know how many
Indian brands are successfully using Pinterest as a
medium. And it has nothing to do with the num-
bers - whether it is page views or unique visitors
- being touted around. But wont brands want to
go where their audience is? I can see Pinterest
growing slowly in India. We could see a huge dif-
ference in the next 12 months maybe? he signs off
with a question.
interest is still an invite-only platform. How
much it can grow further depends on how
soon it chooses to open up, spread itself across
platforms and become more engaging.
The key lies in reinvention and innovations.
The social sphere is one, where the fatigue factor
settles in rather quickly. It is anybodys guess how
long people would enjoy just putting up images.
If innovations (a la Facebook and Twitter) do
not happen, sites like these will enter what I call
the oopy zone. You cannot just pull the plug.
And if you have to be a serious social player, you
have to look at 100 million-plus active users,
says Venkky.
We must create and curate content such that
it becomes more male-female neutral. This will
help both, brands and Pinterest, adds Hegerman.
There will be an explicit need for Pinterest to
become a platform and develop an API where
developers are allowed to integrate content.
Twitter, for example, sees a lot of user access
from third party applications and very few Twitter
regulars actually tweet via This has
worked rather well for Twitter.
Pinterest will also need to play its mobile
strategy right to garner more users and interest.
Currently, only available on the iOS (Apple), it
will surely be looking at other mobile platforms.
Monetisation also is a concern on peoples
minds. While venture capitalists have not turned a
blind eye towards Pinterest, stress on returns must
be dealt with patience. Facebook and Twitter
have passed the baton to marketers wherein brands
are pushing the platforms with campaigns and
engaging content. The same thing needs to be
done by players such as Pinterest. There must
be investment to get the marketers excited about
you, says Shah of Windchimes. It is a bit of a
chicken-and-egg situation at the moment. But
there is a lot of enthusiasm.
Pinterest could also think of solutions that
Facebook (with its Sponsored Stories) and Twitter
(with Sponsored Tweets) have come up with,
although it must take care to not become intrusive
or spoil the user experience. Whats really impor-
tant is that the Pinterests of the world must con-
tinue experimenting lest things stagnate.
3 4
afaqs! Reporter, June 16-30, 2012
Many Indian brands
feel that the awareness
levels in India are not that
high to warrant a full-edged
Pinterest strategy.
Unique Visitors
in Million
The Globetrotter
If there is one place you can keep going back to for a holiday, where
would it be?
Wild life sanctuaries across India.
Tell us three good things about travelling.
Travelling is a great stress buster for me and brings out the
adventurous spirit in me. I love exploring new sights and experiencing the culture,
food and tradition of the local people. It gives me exclusive time with my family and
helps me also forge a deeper bonding with them which is a rare opportunity when
When you travel, what is a must carry for you?
My training shoes and my exercise bands to help me exercise wherever...
When and where did your best holiday happen?
Last year, when I was all over Europe for three weeks and the view on top of
Mount Titlis was breathtaking.
Have you ever been surprised by the taste of food, outside India? Where?

What and where has been your best bazaar bargain
so far?
One of my better bargains was on a recent visit to Cape Town
where I bought a pair of authentic African tribal masks (male
and female) after some hectic negotiations and now are a part
of the wall hangings as a memory of my visit to Africa.
Which has been the most unique destination that you
ever visited. When and why?
My visit to Thekkady in Kerala a few years ago was a very unique
and different one because of a night safari on foot which was a
fantastic experience for me.
Tell us how have you managed to make a journey fun.
My family and myself are fond of bird watching and on any
journey it is really a competition in the family as to who spots a
different species (local and migratory) and identifies it first. On
a recent visit to Gir forest, home to the Asiatic lion we spent
more time trying to sight birds as sighting a lion became a tough
task given the heat. It was a lot of fun as we suddenly realized
that there were a lot of bird species (Serpent Eagle, Owls,
Paradise Flycatchers etc.) which we would not have noticed if
A gourmet gaffe that you would like to share.
On a recent visit to Europe when we were in Cologne, we took
the local meal option on the recommendation of the local tour
guide who strongly recommended it. We realized the gaffe
when the meal arrived and we found it was a gourmet of non
vegetarian fare which was unpalatable to us as we are pure
vegetarians. The staff was quite flummoxed as in spite of their
best efforts they could not figure how to make a pure vegetarian
meal at such a short notice and eventually we had to settle for
What is the best souvenir you ever bought for anyone?
A painted original Ostrich egg from Cape Town which
could double as an ornamental piece in the travel trophy
cabinet or as a table lamp as it had detachable wooden
I am not really a foodie at heart but was pleasantly surprised with the variety base for the electrical socket.
P Balakrishna, COO, Allied Media
and flavour of the food in Paris, especially the salads which
really are colourful and nutritious too, a very important factor
for me.
you are in a daily routine.
we had not been looking for it.
some bread and butter as the best option.
acquisition of Instagram pro-
vide Facebook with an excellent
chance to tap into more users.
He says, While Facebook comes
with its history of providing
new features and letting users
adapt and then get addicted to
them, Instagram comes with a
base of loyalists to help it hold
its ground, provided it looks at
new features and building the
network in a healthy manner.
At the end of the day, theres
plenty of space for every social
network, provided youre able
to make your mark and cater to
your audiences. What would be
the ideal situation though, is for
Facebook Camera and Instagram
to merge strengths.
obile has been the Achilles
heel for Facebook. With
an IPO that many are calling a
debacle, the need for Facebook
to strengthen its mobile inter-
face becomes imperative. It had
recently launched App Center,
seen by many as baby steps to
develop the mobile medium.
The new Camera app launch is
also indicative of the fact that
Facebook has started divert-
ing its technological expertise
toward mobile.
With the launch of this app,
Facebook has once again shown
the importance it gives to the
medium owing to its mon-
etistion opportunities. Nikhil
Kharbanda, social media head,
Ignitee Digital believes that for
Facebook, mobile is the way of
the future. He says, Facebook
will be looking at mobile as a
crucial component of revenue
growth and generation. It has
been constantly working towards
establishing FB Credits as a pay-
ment mechanism. Facebook
can monetise this app in two
ways - one by coming up with
a paid version of the app, which
offers more value in terms of
functionalities and secondly, it
can monetise the end product,
which will depend on what the
user decides to do with the pic-
ture. For example, printing it,
framing, sending it as a gift are
just a few options it may experi-
ment with.
Rais sums up, I feel
Facebooks mobile-focused
strategy is towards the larg-
er picture of gaining a strong
foothold within the mobile mar-
ket, securing a pleasant space
for the future and then tap-
ping the monetary aspect of it.
Monetisation is important, as is
for every successful business to
keep the attention of stakehold-
ers, and Facebook has moved
consistently in that direction.
According to Karnik, to show
snippets of a game just the way
its played by millions of Indians
since their childhood, across the
nooks and corners of several
streets, is a let-down. Having
said this, the voiceover is quite
nicely written. The music is nice,
too. Together, they do justice to
the idea of Open Happiness.
Beyond this, nothing, he adds.
Amit Kekre, planning head,
Mudra West, remarks, Its not
the rst time for Coke and gully
cricket. This ad is very reminis-
cent of the kitschy Dum Mast
Kalandar Coke ad done with
Tarsem Singh in the 90s. Having
said that, its well produced, no
matter the sepia tone taking one
back to another cricketing saga
that made the common man
the hero, Lagaan. Strategically,
it seems right and works - using
the analogy of happiness of the
game and the core of Coke -
Happiness. Lastly, a refreshing
(if not entirely new) take in the
midst of sport-related ads full of
stadia and sport stars - the piece
nicely bringing the sport on
the street and with the people -
which is where it truly belongs.
The story has been executed
well, with a good cast, which
further makes it entertaining.
Overall, the idea works and is a
welcome departure from the last
wannabe commercial Jaldi kya
hai, he adds.
<< tes||ste lrem ceje Z
<< tes||ste lrem ceje I+
A threat...
3 9 afaqs! Reporter, June 16-30, 2012
The new free
app allows users
to share multiple
n idea can come from anywhere
and anybody, says ad veteran
Rohit Misra. And, with the very
logic, Misra announces IdeaDemocracy,
his entrepreneurial venture in partner-
ship with New York-based creative
director and user experience designer,
Chetan Mangat.
What is unique about IdeaDemocracy
as an agency is the fact that it brings
to India the concept of crowdsourcing
ideas. The idea is simple - the creativity
process will be thrown open to every-
body at large, with everyone getting an
opportunity to contribute with a crea-
tive idea.
The online platform claims to be
Indias rst when it comes to design
and communication crowdsourcing and
will offer brand solutions in the spheres
of graphic design, web and mobile app
development, lm and video, social
media and product design.
Creative people are everywhere.
Some are fortunate enough to make it
a profession. Others might not be. Our
challenge is how to harness the talent
available. While this concept exists over-
seas, the focus often is on the delivery
medium. At IdeaDemocracy, we start
with the creative process. We want to
see what are the challenges faced by the
brand and then how we can best har-
ness the available talent pool, Misra
tells afaqs!.
According to him, the need of the
hour is democratisation of the creative
process by harnessing talent and ideas
from wherever they exist.
Rohit (Misra) brought an idea that
was well thought out because it allows
businesses to seek talent and nd solu-
tions to problems. I was immediately
excited by the collaborative thinking
aspect of this project and how we could
use our social graph to solve creative
challenges, adds Mangat.
Misra, in his last role, was president,
India and Sri Lanka, Rediffusion-Y&R.
He quit Rediffusion in 2009. Backed by
more than 20 years of experience, he has
worked at agencies such as Ogilvy, JWT,
Euro RSCG and Y&R in India.
Mangat, on the other hand, runs
a digital agency, Blank & Co. based
in New York and New Delhi, and
an art network called Collection with
Howie Chen in New York. Through
his career, he has worked extensively
on e-commerce and digital projects for
brands such as Fendi, Calvin Klein,
Levis Vintage Clothing and others.
IdeaDemocracy will focus on both
large advertisers and SMEs and while
the partners will look after business
development, the creative ideas of
course will be outsourced.
Beginning with the basic idea at the
very fundamental level, IdeaDemocracy
is crowdsourcing its own design. A con-
test on the platforms website currently
invites people to design a logo for the
company and then vote for the most
popular design. This will also extend to
other facets of the sites development,
where the design of the home page,
intro videos, social media strategy and
a mobile app will be crowdsourced as
Mangat says, People are now ready
to connect directly with one another.
They have stronger creative opinions
and most importantly, thanks to the
web, it is easy to give direction and
provide inspiration. We can all leverage
our imagination and be creative direc-
tors. From a technical perspective, we
are going to make a collaborative tool,
which utilises the power of the social
web in an extremely innovative and
unique manner.
The online platform by Rohit Misra, in partnership with
Chetan Mangat, looks to throw open the creative
process to everybody with ideas. By Biprorshee Das
Misra and Mangat: all ideas welcome
rasoon Joshi, chairman and CCO, McCann
Worldgroup India and president, South Asia
has spent around 20 years in the biggest acci-
dent of his life: advertising.
Since childhood, I have not been xated
about what I wanted to do in life. My ambitions
changed almost everyday - doctor, scientist or
Coming from small-town Almora in
Uttarakhand, talking careers was not as aggres-
sive a discussion as it is in families today. The
only thing that I recall was that I saw a lot of
music in my family since both my parents are
musicians-vocalists in Hindustani classical.
I gradually developed a liking for music and
writing. I would circulate handwritten magazines
in school, write short stories, jokes, satire and
poems. My childhood was full of inspirations
and a sense of freedom. This freedom was the
key to my growth and I never allowed myself to
be imprisoned by a certain mindset or an image
of myself.
s I grew up, the pressure to go for science
and mathematics increased. I completed
BSc in Physics from Meerut College and went
for an MBA from the Institute of Management
Technology. But I meandered. I had no clarity
on what to do with my life.
I used to write a lot of poetry, primarily in
Hindi and Urdu. My rst book was published
when I was 17. But my father told me to do
something that would earn me a living. That was
the time that I discovered advertising. I found
advertising very interesting and started going
from door to door to nd jobs at agencies.
While studying for my MBA, I joined Trikaya
Grey (in 1990) as summer trainee in the servicing
team. In spite of that, I used to visit creative team
very often. By the time I nished, I had decided
that advertising is where I want to be, and that I
wanted to be in creative.
What thrilled me about adver-
tising was that I got paid for
writing. I got into Ogilvy
Delhi as a junior copywriter.
Logically, I should have gone
into client servicing or mar-
keting, but my heart told me
to be in creative.
met Suresh Mallik at Ogilvy
India. He had created Mile Sur
Mera Tumhara, the famous
musical ode to Indias
unity in diversity. He
was a great teacher,
eccentric and a
maverick. He took
an immense lik-
ing for me and
we connected
because of
music. He used
to say: Write
a script like a
writer and not
a lm direc-
tor. Write
the way your
would tell you
a story.
I learnt the
nuances of sto-
rytelling from
him. He also
encouraged me
to compose my
own jingles and
sing my own jin-
gles. He helped me
direct my talent in the
right direction.
n late 1997, Piyush Pandey offered me a trans-
fer to Mumbai since Sonal Dabral was moving
to Malaysia. After coming here, I was approached
by lm directors to write songs and suddenly a
new stream opened up for me.
Mumbai also offered me an opportunity to
work on brands such as Cadbury, Asian Paints,
Parle, Hutch and Tata Safari.
nother turning point in my life came
when I joined McCann Erickson in
2002. At that point in time, McCann did
not have a creative reputation. I was told
that Coke did not go beyond Bollywood,
song and dance themes.
Within a few years we changed McCanns
reputation and it started getting known as
a creative powerhouse. We also changed
Coke from a song-and-dance
driven communicator to a
storyteller with Thanda
Matlab Coca Cola. In the
second year of my join-
ing, we won two golds
at Cannes.
n 2006, I became
the CEO when
Santosh Desai left.
I knew taking this
up would take
away my free-
dom as a creative
individual. But if
I had to build a
creative culture,
I had to take
this chance. My
management back-
ground helped me.
I have always
believed in integrity,
honesty and consist-
ency. I am not scared
of exposing myself. As a
writer you have to be hon-
est. My writing comes from
real life experiences.
As told to Shibani Gharat
9 | | l N l N M 9 M | N I \
Happy Accidents

hrilled me about adver-
that I got paid for
I got into Ogilvy
junior copywriter.
I should have gone
t servicing or mar-
t my heart told me
resh Mallik at Ogilvy
He had created Mile Sur
mhara, the famous
de to Indias
iversity. He
at teacher,
and a
He took
nse lik-
me and
e used
ike a
d not
nt the
of sto-
e also
ed me
ose my
les and
own jin-
helped me
talent in the
work on brands such as Cadbur
Parle, Hutch and Tata Safari.
nother turning point i
when I joined McCan
2002. At that point in time
not have a creative reputat
that Coke did not go beyo
song and dance themes.
Within a few years we chan
reputation and it started get
a creative powerhouse. W
Coke from a s
driven comm
Matlab Co
second y
ing, we
at Cann
I k
ency. I
of exposin
writer you
est. My writ
real life expe
As told
4 2 afaqs! Reporter, June 16-30, 2012
Are We Ready to Pay for the
Online Content?
The debate continues. More publishers are experimenting with paid content models. Has the time to
go pay arrived? By Sumantha Rathore
advertising revenue.
However, once the ad budgets dried
up, digital publishers who tried charg-
ing for content found few takers. Users
would just go to another free website.
Since everything was given away for free
in the beginning, the perception among
users was that publishers themselves
dont value their content and was not
worth paying for. The feeling continues
to linger. The truth is that creating and
publishing original content is expensive,
be it online or on traditional media.
This cost cant be offset by advertis-
ing alone. Many publishers have been
experimenting with paywalls and combo
subscription packages, with varying
degrees of success. More experimenta-
tion may be required, and what works
for a mainstream publication may not
work for a niche one. The key is to nd
the right balance between advertising
and subscription revenue, as has been
the case with most print publications and
even cable TV.
The real challenge for publishers is
not about changing the reader mindset
but more about creating truly differenti-
ated content and delivering it seamlessly
across all platforms.
At Mint, we are strongly committed
to providing our readers with a clear and
comprehensive analysis of key local and
global issues that matter. Having estab-
lished our print offering, we are now
putting a lot of emphasis on expanding
our digital portfolio.
In addition to our website, Livemint.
com, we have launched apps for iPhone
and iPad, and we are always looking for
more relevant initiatives. Since our read-
ers value the uniqueness of our content,
we have started experimenting with paid
content models - and our e-paper has
already gone paid.
Overall, I believe publishers must
continue to focus on content differen-
tiation, invest in latest technology and
provide readers with content that they
payment - subscription money - is not there
on the online medium. We dont have enough
readers to pay for language content and the
present subscription system does not yield
Things can only change if we implement
subscription on e-papers as an industry and
not at an individual level. So, even if the top 10
publishers come together it will serve the pur-
pose to a large extent. Thats the only way the
problem can be tackled effectively. However,
in mobile phones, the ecosystem is robust and
the model for paid content is viable.
Most of the larger Indian publishers are
ready with their digital strategy, whether it is
for paid content or advertising supported sites
for the mobile phones.
CEO, MMI Online (JPL)
\Kh|\| ChN9
Senior General Manager, Malayala Manorama
\l\|K KhNN
Business Head, Mint

TV, in association with
Tata Nano, has launched
Nano Drive with MTV,
Indias rst social streaming show
featuring four teams on a 21-day road
trip across the country. The show,
which is in the form of a tweaked
travelogue, will see each member
of the winning team being awarded
a Tata Nano. The show started on
May 28.
The show captures the journey of
four teams from North, South, West
and East on video that is streamed
online primarily on social media
channels such as Facebook, Twitter
and YouTube. The content is created
by the contestants while on the trip
in the form of blogs, videos, photo-
graphs and even status updates and
tweets, which they publish on their
own prole pages using a tweaked
version of a phone application called
Gotcubed. The app tracks and col-
lates the conversation happening on various social
media platforms on to MTVs ofcial website and
Facebook page.
The winners will be decided on the basis of
the social engagement scores accumulated by each
team. The points are calculated on the basis of the
social media engagement a team manages to gath-
er. For example, one Like on Facebook will earn
a team one point. Ten comments on Facebook
convert into one point and one mention on micro-
blogging site Twitter will get two points.
At the time of ling this report, all the teams
had gathered more than 1,000 points each,
with the South team at over 1,800 points. The
Facebook page for the property is also doing well,
touching 75,000 fans within two days of launch.
Videos of the teams journey, too, are available
on Facebook and YouTube (
To make the show social in the true sense of the
word, the teams have to travel on their respective
routes around India and complete the fun activi-
ties set up for them. They have a xed budget of
`4,000 per day, in which they have to gure out
their food, stay and petrol. The format of the show
allows teams to reach out to friends, acquaintances
or even people who they have just met to help
them with lodging and other requirements, thus
creating a social connect not only limited to online
media but spreads to every city that they visit.
Commenting on the reason for choosing digital
as a medium to execute and promote the show,
Ekalavya Bhattacharya, head, digital, MTV, says,
The concept of a reality travel show goes beyond
just involving real people in a travel show format.
The idea is to bring in reality in terms of people,
places, time, their relationship and movement.
Updating the Journey
Nano Drive with MTV is a reality show that captures the journey of four teams on a road trip on
social media platforms such as Facebook, Twitter and YouTube. By Nisha Menon
tes||ste es ceje +7 >>
(clockwise) Duggirala, Bhattacharya,
Drive with MTVs website and face-
book page snapshots
352),/( _1(:6
4 6 afaqs! Reporter, June 16-30, 2012
rijit Ray loves the warmth
of the people in Kolkata, has
great friends in Delhi and
has learned to adjust to the demand-
ing life in Mumbai. Ray nished his
schooling from Bandel (a town 60
km from Kolkata) and the family
moved to Delhi. I did my B.Com
Honours from Bhagat Singh College.
My brother-in-law was at Contract
Advertising, he says, referring to
how he got acquainted with advertis-
ing as a career option.
Rays career began with the Delhi-based Alfred
Allan Advertising in the early 90s. I wanted a summer
job. The manager liked Rays work and offered him a
full time job, after he nished his summer training. I
was hesitant as I was still studying, recalls Ray. In 1992,
Triton Communications was being launched in Delhi.
I joined their start-up team here. He managed brands
such as Geep Batteries, Salora TVs and Fax Machines
and Flurys Tea and Confectionery Products. In 1993,
he moved to Rediffusion DY&R, working on brands
such as Godfrey Phillips, Rothmans, United Airlines,
Ericsson Mobiles, Canon Copiers and Singer Sewing
Machines. My love was Godfrey Philips. I became the
key pioneer of cigarettes, although I never smoked.
At Triton, he picked up the fundamentals of pro-
fessional account management - the
importance of client meeting reports,
the values of responsiveness and expe-
rience of launching a brand. Being a
part of a start up team meant that each
one shouldered more responsibility
than usual.
Rediffusion was about belonging
and empowerment. I started realiz-
ing that I had the potential to do good
things. At a time when there was tre-
mendous churn, I stayed on for more
than six years at a stretch.
In 1999, Ray moved to McCann
Erickson, Delhi as an associate
account director. He led the Nescafe
business that launched the Taste
that gets you started out communi-
cation, integrating it into Nescafes
then global communication platform
Open up.
He moved back to Rediffusion
Delhi as account director in 2000.
As I was known as the cigarette guy,
they called me back because at that
point in time, they had won Four
Square and it was the biggest brand of
GPI. One day, he got a call from the
head ofce and he was asked whether
he would like to move to Kolkata,
because Rediffusions Kolkata ofce
needed leadership. In 2001, he nally
decided to take the plunge and move
to Kolkata as branch head.
In two-and-a-half years, Ray
turned the business from a one-
client operation to a stable 7-client
operation, which included three big
Kolkata brands (Tata Steel, Keo
Karpin hair oil and Birla Cement). I
got fantastic support from the team,
says Ray. That was when I under-
stood the power of building teams
more than building ofces.
Ray was also toying with the idea
of going to Mumbai. In early 2004,
he joined Ogilvy Mumbai as vice
president and head of its Specialist
Auto Practice Group, leading work
on brands Bajaj Pulsar and CEAT
Tyres. He also led the team that launched one of the
most successful bikes, the Discover, where he led the
negotiation for Jackie Chan to endorse the brand.
He then moved to Saatchi & Saatchi in January
2005, as business head, Mumbai Operations. At
Saatchi, I had the privilege of working on roles I had
not done before. The role of telecom knowledge leader
helped me sharpen my brand stewardship skills.
Three years later, Ray joined Mudra as executive VP &
head, Mudra West. We had six-seven businesses when
I joined. The brief that Madhukar Kamath gave me was
clear: take this ofce to the next level. He got several
businesses like Lavassa and Economic Times - Power
of Ideas propelling Mudra to greater heights.
You have
to build
with people.
They are
By Shibani Gharat
ennett Coleman and Co
(BCCL) is gearing up to
launch a Bengali newspaper
from West Bengal. The daily, ten-
tatively titled Amaar Shomaay (My
Times), is expected to be launched
in September, as per the sources.
The sources also informed that
the company plans to introduce the
new daily only from Kolkata, as of
now. Though there is no ofcial con-
rmation about this, it is known that
the new entrant will be launched to
compete with Anandabazar Patrika
(ABP), the leading daily of the state.
It is expected that BCCL will
resort to price slash strategy and
come up with a low priced variant.
It is believed that the paper will be
priced somewhere between `2 and
`3, similar to that of Aaj Kal and
Pratidin, as against ABPs cover price
of `5 per copy.
Amaar Shomaay will be an all-
colour newspaper, whose content
mix will be on the lines of The
Times of India, different from ABPs
approach - which has a tilt towards
opinion-based coverage.
As per the sources, The latest
entrant will aim to give Kolkata a
new experience in the newspaper
industry. There is a lot of scope for
the loyalty of the readers to be chal-
lenged in this market.
This is not the rst time that
TOI has launched a local language
offering in West Bengal; the group
already has two Bengali magazines
titled Aamar Somoy, a general inter-
est magazine and Ami Udita, a
womens monthly magazine.
Tentatively titled
Amaar Shomaay (My
Times), the daily will be
launched later this year.
By Sumantha Rathore
Team Player
BCCL will resort to
price slash strategy
and come up with a
low priced variant.
4 8 afaqs! Reporter, June 16-30, 2012
here is no doubt that, this time, the Indian
Premier League (IPL 5) sashayed with the
controversy crown. And yet, the predica-
ment that the controversy could further mar the
cash-rich tourneys nale viewership seems to
have worked otherwise.
According to TAM Sports (C&S 4+, All
India), the nal match that took place between the
Chennai Super Kings (CSK) and Kolkata Knight
Riders (KKR) on May 27, scored a TVR of 8.92.
Yes, the tourney may not have stirred the
cricket-hungry nations zest with the same vigour
as it had done during its rst three seasons, but
when compared to the fourth, the game nale has
surely fared well. The nal match that took place
between the CSK and Royal Challenge Bangalore
(RCB) on May 28, 2011 scored a TVR of 6.44.
Indranil Das Blah, chief operating ofcer,
KWAN, says, While overall the fth edition has
not performed as well as the previous ones, the
build up to the nals this season had been very
exciting. Add to it, the popularity of both the
teams - CSK and KKR, along with the SRK star
quotient, the audience viewership impact went on
to become quite positive.
Navin Khemka, managing partner,
ZenithOptimedia, meanwhile, notes that the nale
viewership of IPL 5 was chiey driven by Kolkata.
The quality of the match was good and there
was also a lot of star power presence on the eld,
which helped drive up the nal ratings, he says.
Not to forget, when compared to the rst three
seasons, the nal match score of IPL 5 is still at a
low. Consider this - in season 1 (2008), the tour-
neys nal match between CSK and Rajasthan
Royals (RR) had scored 9.81 TVR, while during
its second edition, the nal match between Deccan
Chargers Hyderabad (DC) and RCB garnered
9.29 TVR.
Meanwhile, it was the third season nals (CSK
versus Mumbai Indians) that took the cake with
the highest TVR of 10.48.
But despite the uctuations, media experts are
of the view that IPL has still not lost its sheen.
A top media executive who does not wish to be
named says, With this season, the IPL viewership
has nally stabilised. There will not be any doubts
about IPL anymore and clients will be quite clear
on what kind of ROIs are to be expected.
Compared to the earlier seasons, IPL 5 has
averaged at a lower rating of 3.45 TVR. In 2011, it
had scored 3.51 TVR, while in 2010 and 2009, the
average stood at 4.65 TVR and 4.17 TVR, respec-
tively. In the debut season, it rated 4.81 TVR.
However, in terms of reach, IPL 5 has earned
the highest numbers among the ve seasons. As
per TAM Sports, DLF IPL 2012 has garnered a
consolidated reach of 1,62,934,000 viewers.
During Season 1, IPL had reached out to
1,02,414,000 viewers while in Season 2, it was
1,22,746,000. In Season 3, the tourneys viewer-
ship reach was 1,43,692,000, while in Season 4 it
was 1,62,276,000.
Still a Force
The fifth season of the tourney has averaged at 3.45 TVR, which is
lower than the earlier four seasons. Despite the fluctuations, experts
believe that IPL has still not lost its sheen. By Anindita Sarkar
The popularity
of both the teams
- CSK and KKR,
along with the
SRK star quotient
has helped.
Indranil Das Blah
The nale
viewership of
IPL 5 was
chiey driven by
IPL 5 has earned the
highest reach among all
est News Company, which plans to become
a seven-channel network by the end of
2013, launched its rst channel under the
brand name Samachar Plus on June 15. The test
signals for the channel were up from June 7.
While the rst channel launch is targeted at
the Uttar Pradesh and Uttaranchal markets, the
following launches will be targeted at Rajasthan,
Madhya Pradesh, Chhattisgarh, Bihar, Jharkhand,
Punjab, Haryana, and the Delhi and NCR region.
For the record, the seven-channel network will
include six Hindi news channels and one religious
Atul Aggarwal, executive editor, Best News
Company, conrms the development to afaqs!
The television network is being headed by
Umesh Kumar, company director and editor-in-
chief. Amitabh Agnihotry is the managing editor
of Best News Company.
It is pertinent to note here that Kumar is also
the managing editor of News Network of India
(NNI), which runs as a separate independent news
agency that provides news to leading newspapers
and channels.
However, both Best News Company and NNI
will run as different entities.
More in the Pipeline
On June 15, the rst chan-
nel was launched under the
name, Samachar Plus.
Best News Company plans to become a seven-channel network
by the end of 2013, this will include Hindi news channels and one
religious channel. By Anindita Sarkar

For this purpose, the show output in
the form of a weekly episode or even
a daily episode is redundant, as the
content is old by the time it is seen
by the viewers. To bring real-time
updates to the viewers from the trip
and have them consume this content,
it is important to plug into a medium
which the viewer is plugged into all
the time as well. This medium is
the internet, more specically social
The Nano Drive with MTV is pro-
duced by The Glitch. Commenting
on the concept, Varun Duggirala, co-
founder and left brain, The Glitch,
tells afaqs! Reporter, Weve always
believed in having a strong social
aspect to digital content. There have
been many travel blogs and shows
but no one has tried to make the
content and experience truly social.
So when MTV approached us to
produce Nano Drive with MTV we
jumped at it. How often do you get
the opportunity to take something
groundbreaking and help push it a
notch higher?
<< tes||ste lrem ceje ++
4 9
he rural population of Uttar Pradesh is all
set to get a newspaper made for them, by
them. Titled Gaon Connection, the Hindi
weekly will be launched initially from the villages
of three districts of the state, including Lucknow,
Barabanki and Sitapur, in August.
The weekly will be introduced as a pilot project
with an initial print run of 50,000 copies and will
have a cover price of `5 per copy.
The 12-page broadsheet will be circulated in
villages and will target the rural readers who
otherwise have no voice as well as those compa-
nies which are interested to invest in these areas,
says Neelesh Misra, editorial director, Gaon
Connection. While four pages of the newspaper
will be coloured, the rest will be black and white.
Gaon Connection will have a mix of employees
from villages as well as urban areas. The news-
paper will have a three-pronged strategy - while
there will be a physical version of the newspaper,
there will also be a news wire service that will
supply news stories from the villages to the main-
stream newspapers across the country.
The new venture is run by a 40-year-old
organisation called Bharitya Gramin Vidyalaya
Society and is a part of the Gaon Connection pro-
ject that will have a newspaper, rural information
centres, and train computer teachers in the
rural areas. The newspaper will be made
available across the villages of the three
districts. It will also be distributed to
marketing heads of
the companies, and
mainstream media
for rural news ser-
Explaining a lit-
tle more about the
project, Misra says,
The idea is to take
out the rst issue our-
selves, create a model,
and then scale it up.
We want to bridge the
rural-rural divide so vil-
lages can share best
practices, knowl-
edge and information
across rural commu-
The newspaper
will have three
main sections
- Gaon via
Pradesh that will
have stories and
columns of NRIs
with a rural touch;
Gaon via Shehar
that will talk about
city dwellers who
have some connec-
tion with the village
life; and a Village
Special section that
will cover interesting
developments at the
village level.
The media house
conducted a survey last
year across 3,000 homes
in the villages of UP, where it
found that villagers are willing to
spend money, provided they are
excited about the product.
To promote the newspaper
among the advertisers and general
public, the newspaper has launched an online
crowd sourcing campaign, where it asks people to
send `500 a month or `6,000 a year to the com-
pany to help a rural reporter do a story.
The newspaper plans to undertake a unique
distribution strategy to sell the physical version
of the newspaper in the rural areas, that oth-
erwise do not have a very robust distribution
network. According to its plan, the organisa-
tion will tie up with pan shops, fertiliser shops,
schools and cart pullers to stock the newspaper.
Alsos, there will also be a travelling library, a
jeep converted into a library, which will travel
on fixed routes, allowing people to read and buy
the newspaper.
The media house
conducted a survey
last year across
3,000 homes in the
villages of UP.
Rural Approach
Being started as a pilot project, the Hindi newspaper will be initially introduced from Lucknow,
Barabanki and Sitapur in Uttar Pradesh. By Sumantha Rathore
We want to bridge the
rural-rural divide so
villages can share best
practices, knowledge and
information across rural
Gaon Connections Print Campaign
afaqs! Reporter, June 16-30, 2012
ickelodeon and Sonic, the
kids entertainment chan-
nels from the Viacom18
stable, have brought in the red, blue
and green Power Ranger heroes to
India to meet their fans in person.
To promote the latest season
of Power Rangers Samurai, high
decibel on-ground initiatives were
launched that included van and
mall activations. The van activation
kicked off from June 1 across 15
cities in Uttar Pradesh, in which a
van branded with Power Rangers
Samurai creatives traversed the
streets of various
cities. Promoters
on the van organ-
ised contests and games
to engage the audiences. The van
travelled to cities such as Ghaziabad,
Meerut, Hapur, Sambhal,
Moradabad, Bareilly, Aligarh, Agra,
Farrukhabad, Allahabad, Varanasi,
Lucknow, Kanpur and Gorakhpur.
The mall activations, on the
other hand, were scheduled on
June 9 at Innity
Mall, Mumbai
and June 16 and 17
at MGF Metropolitan
Mall, Saket, New Delhi. The red,
blue and green Power Rangers were
present at both the malls during
the activations. The rangers met
and engaged the audience, espe-
cially kids, with various games and
To bring the show close to the kids, the channel
organised van and mall activations in Uttar
Pradesh, Delhi and Mumbai. By Jhumur Nandi
Rangers Ahoy!
5 0 afaqs! Reporter, June 16-30, 2012
erkshire Insurance, which offers online
motor, travel and health insurance services,
launched its operations in Bengaluru for
the rst time. To create buzz around its services,
the online insurance company rolled out an out
-of-home (OOH) campaign in Bengaluru at over
more than 30 outdoor sites.
The creatives of the OOH campaign were sim-
ple but done in an interesting way, using different
colours along with funny messages that compare
easy things with buying online insurance from
Berkshire. Some of the messages read - Easier
than worshipping lm stars like gods, Easier than
hearing about a new scam every other day, Easier
that seeing more software parks than public parks
and many more.
The creatives have been done by Metal
Communications while the OOH campaign was
executed by Media Circle. The outdoor sites were
strategically placed at in high trafc areas. As it
was a launch campaign in the Bengaluru market,
our team, along with the client, had done a cou-
ple of recces to understand the market and chose
strategically located media as per the dened target
group, allotting specic creative communication
to be put up on that medium, says Anil Vohra,
managing director, Media Circle.
Siddharth Prasad, vice president - creative,
Metal Communications, says, We wanted to keep
the feel of the communication light-hearted with
a view to reinforce the message that insurance
tes||ste es ceje JJ >>
tes||ste es ceje JZ >>
Simple Solutions
With more than 30 outdoor sites, the OOH campaign aims to promote the companys service in
Bengaluru. By Jhumur Nandi
Jaipuria: meet your heroes
The creatives were simple but done interestingly using
different colours and funny messages.
he last fortnight was a bit quiet for the
advertising fraternity as there was not much
movement. To start with, BMB India appointed
Raj Nair as chief creative ofcer wherein he will
create communication solutions for the brands
to make them famous, regardless of the medium
used. Nair moved in from Contract Advertising
where he was regional creative director.
Anindya Banerjee was promoted as branch
head at Scarecrow, Delhi from his previous posi-
tion of executive creative director and creative
head of the Delhi ofce. Banerjee joined the
agency in April, 2011 from Law & Kenneth.
Meanwhile at Saatchi & Saatchi, Kavita Kailas
quit as vice president (VP), planning to start her
own outt. Kailas had joined the agency in June,
Media agency Mindshare Asia Pacic has gone
in for a global as well as local re-structuring with
a new leadership team. Ashutosh Srivastava, chief
executive ofcer (CEO) Asia Pacic, Mindshare,
was promoted as chairman and chief executive
ofcer for global emerging markets. He will also
be Mindshares new global leader for products
or services and talent development. Srivastava will continue to be based in
Singapore and will focus on emerging markets such as Russia, in addition
to APAC. R Gowthaman, chief client ofcer at
the agency, has taken the role of CEO for South
and Southeast Asia. He, too, will be based in
Singapore. While James Greet, CEO, Australia,
has added Japan, Korea and New Zealand to
his responsibilities, and will also be the APAC
regional leader for talent.
Nirvana Films Ram Subramanian joined
Native Films as director and partner. Here, he
partners with Prithvi Lutharia. He began his
career in ad lm direction at Nirvana Films.
A round up of some major people movements
in the last fortnight
5 1 afaqs! Reporter, June 16-30, 2012
he media industry bustled with changes
in position in various companies. The
rst and the foremost being the appoint-
ment of Deepak Lamba as president at Times
Group. Lamba was the business head at
BloombergUTV for twenty eight months.
Lamba will drive businesses for the new ven-
tures that the company plans to announce
In another development, Endemol India
appointed Abhishek Rege as chief operating
ofcer (COO), television and Doris Dey as
ction head. Both Rege and Dey will be based
in Mumbai. While Rege will report to Deepak Dhar, CEO, Endemol
India, Dey will report to Rege. As a part of Reges new mandate,
he will be responsible for
strategic operations specic
to the production of new
shows across the coun-
try. Dey, meanwhile, will
drive the ction proper-
ties and concepts. Earlier,
Rege was director, business
operations, international
business, Viacom18 Media.
Dey moves in from Balaji
Telelms, where she had
scripted shows like Bade Achhe Lagte Hai, Kya Hua Tera Waada,
Parichay and Pavitra Rishta.
Meanwhile, Rajmohan Nair has joined India
TV as president, network development. He
will report to Ritu Dhawan, managing director
and CEO, India TV. Earlier, Nair was vice-
president, distribution, TV Today group. In his
new role, Nair will take care of the distribution
of the channel in the domestic market. He will
also be responsible for all the international
launches and expansion of the channel, and will
look after network development for India TV
and forthcoming group channels.
Meanwhile Ashish Sehgal had taken over
a new role as chief sales ofcer for the entire
bouquet of channels including Ten Sports.
Though there are no major changes in his
responsibilities, Sehgal will now take care of
all the sales related activities in the domestic
market for all the channels of the network,
apart from Zee News.
Moreover Writemen Medias Kannada
channel, Public TV has taken on board C K
Harish Kumar as vice-president, sales and
marketing. Earlier, Kumar was working with
Suvarna News as associate vice-president. At
Public TV, he will report to H R Ranganath,
chairman and managing director. Kumar will
be responsible for handling the expansion of
the new projects.
Network18s Zubin Driver has put in his
papers to start up his own theatre company.
Driver was chief executive ofcer, Cell18 and
group creative director, Network18 for the
past 11 years. Along with the theatre company
Driver will also set up a separate production
house for creative content that will cater to all
platforms including TV and lms.
WT has strengthened its digital arm by mak-
ing several senior level appointments. The
agency has roped in Sushobhan Chowdhury
as vice-president, digital strategy, while Rahul
Kaul has joined as vice-president, digital tech-
nology. Prior to joining JWT, Chowdhury was
employed with Leo Burnett East Africa as vice-
president and general manger. While Kaul was
holiday is all about exploring new things,
enjoying and relaxing with family and
Club Mahindra, a part of Mahindra Holidays &
Resorts India, took the holiday experience close to
its consumers by engaging them with a fun-lled
on-ground activation organised at malls.
The activation, organised in association with
the upcoming animated movie Madagascar 3,
involved a Madagascar zone created at malls.
Character cut-outs were placed near the zone so
that the people visiting the zone can get their pic-
tures clicked with their favourite characters from
the movie. The highlight of the activation was
Alex the Lion, from the movie Madagascar 3, who
interacted with the people at the mall and played
cricket with the kids and their families.
Various games and contests were also organ-
ised at the venue and participants were gifted
Madagascar branded goodies,
while the winners of the con-
tests recieved preview tickets of
the movie.
The mall activation started
on May 26 and continued till the release of the
movie that was June 8. The on-ground activation
was carried out at various malls in Delhi, Mumbai
and Bengaluru over the weekends.
Sarita Srikanth, head, marketing, Mahindra
Holidays & Resorts India, says, The whole idea
is to bring the holiday experience offered by Club
Mahindra on-ground to its consumers in a fun
way. That is why we thought of doing it differ-
Fun-filled Holidays
Club Mahindra brought Alex the Lion from the movie Madagascar 3 to interact with consumers by
playing cricket with them. By Jhumur Nandi
also teach them some of their stunts.
The kids were given Power Ranger
goodies such as branded T-shirts and
caps, and also got themselves clicked
with the Samurai heroes.
The channel also initiated a con-
test for those who want to meet
the heroes personally. The contest,
begun on May 20, was supported by
a 360 degree marketing campaign,
The Power Ranger Tour, which
included television, radio, on-ground
activations and digital platforms.
Speaking on the initiative, Nina
Elavia Jaipuria, executive vice-presi-
dent and general manager, Sonic and
Nickelodeon India, says, We want-
ed to make this summer vacation
memorable by getting the kids to
meet their heroes in person. For this,
we have started a contest in which
the winners can meet and spend
time with their favourite heroes. We
had promoted the contest through
a wholesome marketing campaign,
wherein the on-ground activation
helped to engage the audience more
with the show.
In addition, Power Rangers
Samurai has a dedicated micro-
site on, as well
as on for fans to enjoy
exclusive Power Rangers games
and downloadables and interactive
contests with prizes to be won as
The campaign started on June 1
and will continue for four weeks.
However, the promos of the contest
are being aired on television chan-
nels and on more than 100 screens
at McDonalds outlets across North
India. Apart from meeting with the
super heroes, the contest winners
also won other prizes like BlackBerry
phones, iPads and PSPs.
<< tes||ste lrem ceje JJ
tes||ste es ceje JJ >>
The whole idea
was to bring the
holiday experi-
ence on-ground
to the
The contest was
supported by 360
degree campaign
that included
all media.
5 2 afaqs! Reporter, June 16-30, 2012
5 3 afaqs! Reporter, June 16-30, 2012
COO, Indiacast
urrently, I am reading two books,
simultaneously - Jim Morrison by
Stephen Davis and Too Big To Fail by
Andrew Ross Sorkin.
Jim Morrison is a fascinating book for
any Doors fan. The author is primarily
a music journalist who began his career
around the time when the band was gain-
ing popularity.
Too Big to Fail gives an in-the-room
account of the men and women who led some of most powerful organiza-
tions in the US and how the Wall Street meltdown of 2008 affected their
lives. Sorkin is a news-breaking New York Times journalist. His sources
and an ability to dig through facts provide insights into what went on
behind the scenes.
Of late, I have realized that books focusing on the hearts and souls that
form the core leadership of large media and entertainment conglomerates
catch my fancy more often.
I have two absolute favourites when it comes to books, Disney War by
James B. Stewart and Plan of Attack by Bob Woodward. The former is an
absolutely brilliant tale of the battle of control of one of Americas leading
media and entertainment companies. Disney is the company that made
mice and ducks household names way before they made fairytales famous.
Plan of Attack is a blow-by-blow account of the
build-up to the Iraq war - after 9/11. One book
that I have been waiting to read is Sweet
Revenge - The Intimate Life of Simon
Cowell by Tom Bower. I love to read
about the characters that are the heroes or
villains in a story. There is no particular
author that I am really fond of. At the end
of the day, what matters to me is the build
up to the story.
As told to Raushni Bhagia
Kee|sj Keem
ently from the regular activations
and brought in Alex the Lion from
the movie Madagascar 3 to increase
engagement with the consumers.
The objective of the activation
was to position Club Mahindra as a
fun-brand that offers holiday experi-
ence in a fun way. Stating the reason
for using Alex the Lion, Srikanth
says, The movie is for the fam-
ily and so are we. We are a product
that is enjoyed by the entire family.
Therefore, we tried to relate the fun
part from the movie with our brand.
In the movie, Alex and his friends go
to different destinations and explore
places. Club Mahindra also provides
offers to explore different places and
enjoy with their loved ones.
does not have to be a serious matter.
Thats why we have designed the
creatives in an illustrative style using
To create high impact, large for-
mat billboards and bus lit shelters
were chosen. And more than 30
outdoor sites have been used for the
campaign. Arun Balakrishnan, chief
executive ofcer (CEO), Berkshire
Insurance, says, We targeted
Bengaluru as there are mature online
buyers. Therefore the objective was
to create awareness and build com-
munication with the clients about
the services offered by the company.
By executing the OOH campaign,
we focused to drive the TG which
travels internationally due to person-
al or business purposes and people
who own cars, to visit our website
through our communication.
The OOH campaign kicked off
on June 2 in Bengaluru and will con-
tinue for 21 days.
<< tes||ste lrem ceje JZ
<< tes||ste lrem ceje JJ
Setting the Box
aking advantage of the digiti-
sation drive, Big CBS Love,
a joint venture between
Reliance Broadcast Network and
CBS Studios International, has
rolled out an out of home campaign,
Subscribe to Love on Your Set Top
Box, urging people to buy set top
boxes (STBs).
The campaign creatives feature
celebrities such as Oprah Winfrey,
Priyanka Chopra, Tyra Banks,
Carrie Bradshaw and many more,
with a message Dont miss the
divas!. The pictures and the content
urge the audience to subscribe to a
digital STB to see these divas.
About 60 outdoor sites have been
used to spread the communication
message over different outdoor for-
mats such as gantries, bus shelters,
pole kiosks, and Metro rail in Delhi.
Vishal Rally, business head, Big
CBS Networks, says, The cam-
paign was launched on the back
of Reliance Broadcast Networks
successful campaign, Choose Your
Set-Top-Box wisely with a similar
aim, which is to increase aware-
ness about digitisation and empower
consumers with information, while
enabling operators to build their
brand equity.
We also use the platform to
highlight our partners who are rid-
ing with us through this campaign.
They include DTH players like
DEN, Reliance Digital TV, Airtel,
Dish TV, Hathway, Sun Direct,
Digicable and others, Rally adds.
The campaign started on May
28 and will continue for one
month across Delhi, Mumbai and
The one-month long out of home campaign is
spread across 60 outdoor sites in Delhi, Mumbai
and Bengaluru. By Jhumur Nandi
We want to empower
consumers with
information about
Tejal Kantharia
Ph: 09619442284
Sidharth Chittur
Ph: 09964091407
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5 4 afaqs! Reporter, June 16-30, 2012

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