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App stores are already full ofgoodies that consumers want todownload. In such a competitiveenvironment, do consumer brandapps stand a chance?

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EDITORIAL

5afaqs! Reporter, June 16-30, 2 0 1 4

Volume 3, Issue 2This fortnight...EDITOR

Sreekant Khandekar

PUBLISHER

Prasanna Singh

DEPUTY EDITOR

Ashwini Gangal

SENIOR LAYOUT ARTIST

Vinay Dominic

PRODUCTION EXECUTIVE

Andrias Kisku

ADVERTISING ENQUIRIES

Naveen Arora, (0120) 4077803, 4077866Noida

Arunima Bhattacharya, (022) 40429702-5Mumbai

[email protected]

MARKETING OFFICE

B-3, First Floor, Sector-4, Noida-201301.Tel: (0120) 4077800.

MUMBAI501-502, Makani Center, 5th Floor,

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

Tel: +91-22-40429 709 - 712

BENGALURU

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

Bengaluru - 560038, India

SUBSCRIPTION ENQUIRIES

Akhilesh Singh, (0120) [email protected]

Owned by Banyan Netfaqs Pvt Ltd andPrinted 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 GraphicsPrivate LimitedB-61, Sector 67,

Noida (U.P.), 201301

Cover IllustrationTiffin Box

Milestone Brandcomsworkaholic founder.

POINTS OF VIEW

Ads and WomenIs advertising provokingcrimes against women?Reactions.

22

Vodafone launches anationwide ad campaign.

Why this 24-year-old hasbeen trending online of late.

30 P L U S

HOMESHOP 18

Cat Stories 8

10 DOWNING STREETSafety Belt 10

HAVELLS

Respect for Women 12

FIFA WORLD CUP

Marketers Ball Begins 24

HIGH SIERRA

A New Monday 26

BIG B/SONY

A New Journey 32

20 6

VODAFONE M-PESA

Cash in Hand

RAKUL PREET SINGH

Meet the Airtel Girl

Sreekant Khandekar

[email protected]

CONTENTS

DEFINING MOMENTS

Nabendu Bhattacharya

28

JHALAK DIKHLA JAA

Breaking LimitsThis year the showspills over from thestage to outdoors.

E

very now and then technology creates the promise of magic and marketers fall forit. Mobile apps are the latest in that line. Brand custodians think that they are not

with it unless they have an app out there but to what purpose?

If a large brand puts out a mobile app as a matter of hygiene, that is fine. The thingis, managers have high expectations of innumerable downloads. Believe me, thats not

going to happen.

Downloads in the lakhs or millions that marketers dream of are saved for onlythree kinds of apps: games, utilities (including some service brands such as ecommerceor food retail) and news or information apps. Unless a brand can create some form

of credible entertainment, the app has little hope. A consumer has so many otherinteresting options.

Marketers do both - underestimate the cost of creating an app and overestimate the

benefit to be derived. The brand team looks at the cost of creating an app and assumesthat that is where the spending will end. Not true. Within weeks of launch there isthe shocking realisation that with millions of apps already available, nobody is keenon this latest addition.

To justify the expense of creating the app, advertising becomes necessary: it would typically cost Rs50-100 to get one download. Thats not cheap: getting just 50,000 people to download the app would costRs 25-50 lakh.

It still doesnt mean that the battle for consumer interest is over. There is enough evidence to show thatwhile smartphone users download many apps, they use only a handful. The rest lie unused only to be deletedat some point. That is the most likely future of the brand app that has been created with such hope.

The issue really is the marketers exaggerated sense of the brands importance in a consumers life. Asenior digital agency executive says that it is difficult to talk a marketers out of launching a mobile app oncethey set their mind on it.

A far less expensive is option is to use a combination of social media together with a clean website with

a responsive design that is easy to access on a smartphone. Admittedly, though, that is less glamorous thanlaunching a mobile app.

App stores are already full ofgoodies that consumers want todownload. In such a competitiveenvironment, do consumer brandapps stand a chance?

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With the increasing adoption of technologyby banks as well as its customers,electronic payment modes have gained

ground. Besides credit cards and debit cards,mobile payment products have also gained groundas an alternative mode of cash transfer.

The campaign for M-Pesa, which VodafoneIndia operates through its wholly owned subsidiaryMobile Commerce Solutions (MCSL), sells theproposition:Apne haathon dene jaisa.

MONEY ORDER

Vodafone completed the rollout (in all the 22circles it operates in) of the service in March,2014, exactly a year after M-Pesa was launchedin association with ICICI Bank. Only Vodafonesubscribers - they dont have to be ICICI Bankaccount holders - can access M-Pesa service. Itclaims to empower the unbanked and under-banked sections of the population gain access tofinancial services via the mobile phone.

Pesa is Swahili for money and it, coincidentally,sounds like Paisa. Vodafone launched this servicein 2007 in Kenya where it became wildly popularwith migrants working in big towns wanting totransfer money back to their villages easily.

According to Rajiv Rao, national creative

director, Ogilvy India, the brief was to positionVodafone M-Pesa as a fast, safe and easy way oftransferring money. The consumer for M-Pesaworks away from home in big cites and sendsmoney to remote places across the country.Sending money in the conventional way can be apainstakingly slow process or even unreliable. Wetook this insight and showed them a new way ofdoing the same, he says.

An official Vodafone note says, We summarisedthe product benefits of M-Pesa under onecampaign idea. Its as good as handing over the

money yourself. It explores various relationshipswhere transfer of money takes place to highlightthat M-Pesa is as quick, safe and convenient.

DEEP WALLETS...

Vodafone claims that the service now covers1.1 million customers. Using their M-Pesaaccount, customers can deposit and withdraw cashfrom designated outlets, transfer money to anymobile phone, remit money to any bank account,make recharge to mobile phones, clear utility bills

and for DTH service subscription.

M-Pesa works on any mobile handset and onedoes not need GPRS or a data plan. The user needsto register for this service by paying `200 and thereare charges for each M-Pesa transaction. Sixty fiveper cent of M-Pesas 1.1 million customers belong

to rural areas. The service is used in government

schemes like Mahatma Gandhi National RuralEmployment Guarantee Act (MG-NREGA),National Rural Health Management (NRHM).Other patrons for the service are TABCab serviceBJP and AAP.

WALLET SHARES

Competition for Vodafone comes - or willcome - from players such as Airtel, Tata

Cash in Hand

VODAFONEM-PESA

Vodafone has launched a nationwide ad campaignfor its mobilepayment service, M-Pesa. Will it gain popularity? By Satrajit Sen

6 afaqs! Reporter, June 16-30, 2 0 1 4

Ahead of the upcoming WorldCup, Shakira, world-famousColombian pop star, has

launched her latest music albumDare (La La La), which has receivedover 95 million views on YouTube,

so far.The song is a part of One Love,

One Rhythm, the official album for

the 2014 FIFA World Cup.The video stars some renowned

football stars such as Lionel Messi,Neymar, Cesc Fbregas, SergioAgero, Radamel Falcao, JamesRodrguez, Eric Abidal, and

Gerard Piqu (Shakiras real lifelove interest).

It also features the couples

16-month-old son Milan, who has

made a cameo appearance and isseen kicking a soccer ball towardsan elephant. Brazilian musicianCarlinhos Brown brings the Sambafeel to the song.

With this song, Shakira joinsforces with Activia (a yogurt brandby Danone) to support the WorldFood Programme (WFP) in its fightagainst child malnutrition. Shakiraand Activia will also be donatingfunds to support the program.

The soundtrack of this film has

been used by Activia in its TVC.Shakira is also famous for her

Waka Waka track, released for the2010 Football World Cup in Africa.

Shot in Barcelona, the TVC forActivia features Shakira in a fantasyforest where she is showered withswirls of gold stardust and is seendancing to express how good shefeels inside.

Developed by Vinizius Young& Rubicam Barcelona, the TVCforms a central piece withinActivias first ever integrated globalcommunication campaign.

(Viral Now is a section about videos

that are catching peoples fancy on socialmedia).

[email protected]

One Love Wins AllThevideo featuring Shakira is for Activia (a yogurtbrand by Danone) to support theWorld FoodProgramme (WFP). By Devesh Gupta

VIRALNOW

>>

The consumerfor M-Pesa worksaway from homein big cities and

transfers money toremote places.RAJIVRAO

FOTOCROP

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Brands usually take celebrities as ambassadorsbut Homeshop18 decided to take cats asits custodians. The idea is refreshing in a

rather cluttered brand communication space of thee-commerce companies.

Executed by Creativeland Asia, the first45-seconder features Billy, the father catand Sunny, the son cat, sitting across a table

representing Homeshop18. The other films in theseries talk about Fashion, Amazing Offers andHome Care & Kitchen Solutions.

HomeShop 18 is a horizontal online commerceplayer and ccording to Vikrant Khanna, chiefmarketing officer, HomeShop18, mobiles, lifestyleproducts (including apparel, jewellery and health& beauty) and the home portfolio (kitchen, homefurnishings) are its star performers.

DROP AND SHOP

Highlighting the fact that shopping hasgone beyond mere necessity to become astress-buster activity, Sajan Raj Kurup, founderand creative chairman, Creativeland Asia, says,Remote shopping is at the cusp of becomingmainstream in India. Since this category dealswith a lot of information decimation, we had tofind engaging characters to deliver it. Cat videosare most watched and highly viral on the internet.So we decided to go with two cats, a father andson duo that represent different generations ofshoppers.

The campaign has been designed and filmed inPhoto-real Animation technique with the finishingtouches given by UPP in Prague, a company whichhas provided animation to popular Hollywoodmovies like Wolverine and SALT.

Speaking to afaqs! on why the company chose

to launch its first full-fledged TV campaign sixyears after it was set up, Khanna says that itis aiming to achieve a certain level of critical

mass and scale. The campaign, along with otherstrategic investments in delivery mechanisms,logistics, supply chain and IT, is a step towardsachieving business targets.

BEHIND THE SCREEN

It is interesting to note how e-commerce playershave launched television campaigns to expand

their consumer base. Recently, we covered Flipkart

going bullish on Fashion, Myntra launching itsTVC showcasing the ease of shopping on itsplatform.

Unlike other e-commerce platforms,HomeShop18 claims to have a much diverseaudience, which makes constructing the brandcommunication even more challenging. Wehave a fairly large television shopping businesswhere the audiences are mostly females - usuallyhousewives who are slightly older in contrast toa standard e-commerce consumer. Most of ouraudiences live in Tier II and Tier III cities. Forus, the campaign has to be something which cutsacross all barriers of age, cities and demographics,Khanna reasons.

While HomeShop18s online consumers are

largely young males living in metros, the mobileconsumers (both web and app) are first-timebuyers.

BUSY TIMES AHEAD

In terms of traction and sales, televisioncontributes the most followed by web andmobile. Along with TV, the two-month campaignis being promoted on print, radio and social media.HomeShop18 has also leveraged Whatsapp tofurther the reach of the campaign. The companyhas also created a microsite for engagement with itscustomers as well as the latest on Billy and Sunny.In print, it has targeted womens magazines, theTimes of India and some vernacular dailies that

will be more sales focused.For the record, Homeshop18 will be listed on

the New York Stock Exchange, after the companyhas filed an initial public offering of $75 million.Homeshop18 posted total revenues of `225.4crore in 2012-13. It will be the fourth IndianInternet firm to list in the US, after Rediff, Sifyand MakeMyTrip.

TOO MUCH TO SAY

There are those who believe that theHomeShop18 campaigns have too muchinformation that may bore the viewers. ManishBhatt, founder-director, Scarecrow Asia calls theminfomercials that pack in too much informationin a single ad. He believes that this will irritate the

viewers. The humour element also looks forcedinstead of being inherently funny. While the

animation looks real, it does nothing in terms of

striking a emotional connect with the audiences,he says.

For Manish Porwal, managing director,Alchemist Marketing & Talent Solutions theumbrella campaign reflects the typical reaction ofa leader when the domain gets filled with new andmore successful entrants.

Porwal suggests that the brand could havetaken Home Shop 18 are the cats of thebusiness idea and supported it with figures.He says that the reasonably good and clutter-breaking idea went into a coma due to theaverage execution with too many things to say atthe same time.

The one thing that could have been done,according to Bhatt, was that the articulation around

the core brand message should have been sharperand interesting.

[email protected]

Cat Stories

HOMESHOP18

In its first ever full-fledged TV campaign, HomeShop18 showcases two animated cats asprotagonists who urge consumers to shop on its platforms. By Saumya Tewari

8 afaqs! Reporter, June 16-30, 2 0 1 4

Remote shoppingis at the cuspof becoming

mainstream inIndia.

SAJANRAJKURUP

For us, thecampaign has to

be somethingwhich cuts acrossall barriers of age.VIKRANTKHANNA

SUSHILKUMAR

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1 0 afaqs! Reporter, June 16-30, 2 0 1 4

It is not every day that one isreminded about the perils ofdrunken driving as he gets into

his car after a shot or two at thebar. A noble thought it is, and wasbrought to life by 10 Downing

Street, a popular pub in Chennai,along with the Chennai TrafficPolice as a part of its anniversarycelebrations.

Even though the governmenthas spent millions of rupees onpublic service announcements

warning the public againstdrinking and driving, 57,962motorists were booked for thisoffence in 2013. 10 Downing Street wanted tochange this statistic and its anniversary providedthe perfect opportunity.

Conceptualised by Dentsu India, the pubcarried out an activation in Chennai where toget invited to the 10 Downing Street anniversary

celebrations, a page 3 event, patrons were askedto like the pubs Facebook page. By doing so,the patrons gave access to their profiles, and mostimportantly, their photo albums on Facebook.

The pub chose pictures of them with theirfriends and/or family having a great time, slappedits message onto these pictures, and printed themon a transparent sheet. A special ink was used, that

would only show in UVlight.

After a night ofpartying, when guestswere ready to leave,the agency stuckthese printouts on thewindshields of their

cars. The moment theygot in and turned thekey, the concealed UV

light above came on, illuminatingthe picture and the message, andgot them to ask for a driver.

As a part of the anniversary, 10Downing Street had organiseddrivers who would drive theirpatrons safely back home at nocost.

As a result of the activation,out of 180 patrons, 93 optedfor drivers. Patrons across 10

Downing Streets eight brancheshave been a part of the activationand received the message, andopted for drivers.

Speaking about the campaign,Nagesh Reddy, proprietor, 10Downing Street, says, As apub, we have always encouragedresponsible drinking amongour patrons. The activity doneby Dentsu just reinforces thisinterest we show to our patrons.

Rathish P Subramaniam, seniorcreative director, Dentsu India,says, Driving after drinking is anirrational and impulsive decision.

To address this issue, a publicservice message wasnt goodenough. There is nothing morehard-hitting than remindinga person how disastrous anaccident would be not just forthem, but for their family too. Wegot 10 Downing Streets patronsto realise this by making a public

service message a bit more personal.Last year, spirits company Bacardi endorsed

the message of responsible drinking with Walk theLine, an on-ground activation at Club Lemp inGurgaon where, after a night of partying, peoplewere made to walk on a straight yellow line byplacing one foot in front of the other until theyreached the other side. If and when the personreached the end of the strip, a set of lasers furtherconfirmed if he or she was sober enough to drive.The lasers, placed on either side of the strip,detected deviations from the strip, triggering analarm if the patron failed the test: the person wasprovided chauffeur-driven cabs for the ride backhome.

The Bacardi activation was conceptualised

by Webchutney, which is now a part of DentsuIndia.

[email protected]

Reddy: Responsible Drinking

Everyone goes through that awkward firstday of college when even asking fordirection to ones class seems like a task.

Coca-Cola, a popular brand among youth, did aclever product designing trick and created a sodabottle with a unique cap.

Coca-Cola, along with its advertising agencyLeo Burnett, created a more social kind of the

Coke bottle in Colombia. The special soda bot-tle caps were designed in pairs, which wouldonly open when they interlocked. In order tohelp students break the ice, the brand kept

a cooler full of these bottles at a ColombianUniversity. When students came and grabbed abottle, it didnt open. Curious, they realised thatthe bottles would only open when they foundthe right pair of the cap. In the process, awk-

ward silences were broken and students whograbbed cokes formed friendships with a singletorque. The activation took its brand value anotch higher.

The campaign, aptly titled The Friendly Twist,was posted on YouTube and has garnered 6.8million views.

The Coca-Cola Company, incorporated on

September 5, 1919, is a global beverage com-pany. It owns or licenses and markets morethan 500 non-alcoholic beverage brands, pri-marily sparkling beverages but also a variety ofstill beverages, such as waters, enhanced waters,

juices and juice drinks, ready-to-drink teas andcoffees, and energy and sports drinks. It ownsand markets a range of non-alcoholic sparklingbeverage brands, which includes Coca-Cola,Diet Coke, Fanta and Sprite. The companyssegments include Eurasia and Africa, Europe,Latin America, North America, Pacific, BottlingInvestments and Corporate. It competes withPepsiCo, Inc., Nestle, Dr Pepper SnappleGroup, Inc., Groupe Danone, Kraft Foods Inc.and Unilever.

(Viral Now is a section about videos that are catch-ing peoples fancy on social media).

[email protected]

A Twist in the

TaleCoke helped students to breakthe ice on their first day ofcollege.By Saumya Tewari

VIRALNOW

Safety Belt

10DOWNINGSTREET

As a part of its anniversary celebrations, a Chennai pub decided tohelp its drunk patrons reach home safely. By Satrajit Sen

Out of 180 patrons, 93opted for drivers to be

driven home safe.

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Taking itsRespect for Womenmessage online,Havells has launched a video of a bricolage(French for tinkering) song featuring

Vasudha Sharma from the pop band Aasma, andpercussionist Sarthak Mudgal. In its campaign,Havells had categorically positioned its range ofdomestic appliances as gender-neutral products.

Created by Culture Machine, a firm thatoffers digital video entertainment for the internetgeneration, the song was created as somethingspectacular in order to suit the online audience.

The song is similar to a jug band, wherein musicis created with the help of everyday utensils used

in the kitchen. The idea was to spread awarenessthat a womans place is not in the kitchen alone,but wherever she wants to be and she could dowhatever she wishes to.

The video features the popular AR Rahmantrack, Humma Humma from the movie Bombay.Vasudha and Mudgal have created a unique blend

of the classic hit and mixed it uniquely with thebeats from the appliances, courtesy Havells.

Speaking about the objective of the campaign,Siddharth Narula, president, revenue, CultureMachine says that the campaign aims to changethe viewers attitude towards the women in theirlives and register the thought of Respect for Women.

Since the brief from the client was to beinnovative and stay closer to Respect for Women

theme, Culture machine chose Vasudha Sharmaas she is a singer-songwriter, originally fromNew Delhi and her music is a nice blend ofIndian classical and folk music with westerncontemporary music.

She loves experimenting with different stuff,is trained in Indian classical and has been doingLive Looping combining both Indian and westerninfluences. She represents the target groupperfectly. This makes her a one woman bandwhere she does a bit of beatboxing, few harmonies

and makes her own music live and sings hercompositions over it. Also, having been a bandmember of the famous Indian pop band Aasma,she has a great fan following and would surelyconnect with the music video and its concept.

Vasudha was extremely excited when the idea waspitched to her and decided to shoot for it rightaway, states Narula.

Considering the humorous and thought

provoking TVCs that Havells is famously knownfor, the digital promotions also needed an extensiveonline reach. The target audience here were young

women and men.The idea, states Narula, was to connect to the

Indian youth via various social media platformsand news sites like Scoopwhoop, Indiatimes andothers. With more than 25,000 views in less than24 hours of upload, the video has already been wellreceived digitally.

[email protected]

Respect For Women

HAVELLS

Havells has created an onlinedigital video, a bricolage songthemed on Respect for Womenfor its internet audience.By Satrajit Sen


We aim tochange attitudetowards women

in their daily livesthrough this.

SIDDHARTHNARULA

DOCOMO and Idea Cellular.Earlier this year, Airtel rolled outan integrated campaign promotingits mobile wallet service, AirtelMoney (in association with ICICIBank). Tata DOCOMO has alicence through its wholly ownedsubsidiary, MMP Mobi WalletPayment Systems, and has partneredwith ICICI Bank for mRupee moneytransfer and payment services. IdeaCellular received a five-year prepaidmobile wallet license six months ago.

The Internet and MobileAssociation of India (IAMAI) predictsthat the digital payments industry

(credit/debit card transactions, netbanking and those using mobilewallet) in India is expected to growby 40 per cent to reach `1.2 lakhcrore by the end of 2014.

EASY?

With competition looming andso much room for growthfor everyone, it becomes imperativefor Vodafone to get its productpositioning and branding right so as

to reap maximum results. Now, thatit has a start, will the ad campaignhelp Vodafone attain an upper hand?

Vishwajeet Sukhi ja, director,innovations and marketing, Mobilox,a mobile marketing agency, feels that

this particular TVC from Vodafone

is confusing and people would notget a clear idea of the concept.

The visual for a common manis quite misleading since both thepeople are shown talking on thesame road and money is handedover physically. Actually, the TVCmight give people a feeling that thisservice is only to be used duringemergency, he states.

The elderly, can be convincedby showing the application as a newform of money order. It is a goodplatform for parents and professionalsto transfer money quickly. Thenumbers will take time to grow and

one has to show patience, explainsSukhija.

[email protected]

Cash in Hand...

M-Pesa was rolledout across India in

March, 2014.

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TEMPOSweden-based SCAshygiene brand, Tempo

has launched an

outdoor campaign

titled Tempo Smart

Foodie in Mumbai in

association with the

Mumbai Dabbawalas.

The Dabbawalas

placed a pack of

Tempo pocket hanky

tissues and a 15 ml

bottle of hand sanitizer

in a Smart Foodie bag

with 20,000 dabbas on

the first day of the campaign.

Agency:psLIVE

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

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

BLACKBERRYThe mobile handsetbrand has recently

launched an in-store

campaign across eight

cities of the country to

promote its Blackberry

devices. The campaign

titled as Be on

Blackberry because I

am is run across 350

retails stores.

Agency:In-house

EBAIEye Bank Association of India (EBAI) makes an endearing

appeal for the blind, via a story told through loyal dogs

eyes. The film revolves around a dogs heart-rending

love-hate relationship with his old master, Feroze. With

the film, EBAI tries to spread the impact on hundreds of

people who pledged online to donate their eyes.

Creative Agency:Scarecrow Communications

OOH DIGITAL

LIBERTY COOLERSCoolers is a shoe range for men to keep the scorching heat

at bay and make his feet look uber-cool in bright summer

hues. The tagline - Breeze through every day and the film

chronicles the journey of this young man as he breezes

through his day in absolute style with a different pair of

Coolers for every occasion.

Creative Agency:D&H Blurb Communication

Production House:Maison Talent

LINEN CLUBThe idea revolves around personifying the brand based

on the concept of going beyond and seeking more. The

campaign establishes the positioning Live the linen life

which is to live a life that constantly strives to seek the

best.

Creative Agency:DDB Mudra Kolkata

Production House:Kailash Picture Company

ARVINDGarment manufacturer

Arvind Limited has

launched a campaign

to promote its new

range of summer

clothing collection

including a special

range of cotton, linen,

white and denim

clothing that haveunique anti-microbial

properties to reduce

the impact of summer

heat.

CCreative Agency:DDB MudraMax

ARISE INDIAArise India has

launched a print

campaign to promote its

LED TV. The campaign

which has Bollywood

actor Irrfan Khan says

TV hai Phone Nahin,

Kaan pe mat laga lena.,

The print ad has been

released in all the majornewspapers of the

country.

Creative Agency:Madness India Communications

AMULThe cooperative dairy brand has released a print ad on

the recent communal clash in Pune that claimed the life

of a techie. The advertisement attempts at spreading the

message of living in peace and harmony.

CCreative Agency:Dachuna

TELEVISION

IBALLThe iBall Slide - Enjoy the ride TVC showcases the device

as a perfect combination of stylish features and terrific

performance, ensuring work on the go. The ad effectively

emphasises the need for a tablet that is abreast with time.

It facilitates to connect with todays on the move youth.

Creative Agency:Palasa Creative

Production House:Passion Films

PRINT


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At the recently concluded Asian Marketing

Effectiveness and Strategy Awards 2014,Ogilvy & Mather Mumbai was awarded

Asia Pacifics Most Effective Agency of the Yearand Media Strategy Agency of the Year. Indianagencies together took away 23 metals.

O&M India won 17 metals; the star amongOgilvys campaigns was Lifebuoy Roti Reminder,which bagged 7 metals. The other Indian agenciesto win metals were Publicis India (1), PHD (1)

and Lowe Lintas (4).The Roti campaign bagged three golds, three

bronzes and one platinum across differentcategories. It won three metals in the Effectiveness

category and four metals in the Media Strategycategory.

The other hit from Ogilvys stable was HowGoogle Search brought hope to 1.4 billion peoplecampaign that took away three metals includingone silver and two bronze metals in Effectiveness,Digital and Media Strategy category.

Vodafone Ear Muffs campaign also won twometals including one silver and one gold.

Piyush Pandey, executive chairman and creativedirector, Ogilvy South Asia, says, I am trulydelighted at this wonderful performance. It isall due to opportunities given by clients and thefantastic delivery of our battery of young men andwomen. We value effectiveness which is achievedthrough high levels of creativity. Cheers to OgilvyMumbai and Geometry Global (the activation armof Ogilvy).

Abhijit Avasthi, national creative director, Ogilvy India, says, This win reinforces our

belief in the power of creativity and the Ogilvyway of doing things. Our clients are our biggestsupporters, so a big thank you to them.

Other campaigns that got Ogilvy laurelsincluded Vodafone Internet is Fun (silver metal);

Vodafones Message Barter (bronze metal);Cadburys Race (silver metal); Fevicol Bonded to 1Billion Hearts(bronze metal); Cadburys Taiyari JeetKi(bronze metal).

Lowe Lintas also won four metals includingone each of platinum, gold, silver and bronze. Theagencys two campaigns, Help a child reach fiveand100 per cent natural seeded for Unilever won theseawards in different categories. PHD and PublicisIndia walked away with one metal each for theircampaigns for HUL and Citibank.

AMES is a collaboration between Lions Festivalsand Haymarket. The awards honour clients andtheir agencies for marketing strategies that deliversolid results to transform businesses and brands.

The annual awards are judged by a panel of topclient and agency professionals who review thesubmissions against stringent criteria to determinethe winners.

[email protected]

Adding to the Tally

O&M/AMES2014

The Indian arm of O&M bagged 17 metalsin different categories;its Roti campaign for Lifebuoy at Mahakumbh Melawon sevenmetals. News Bureau

Discovery Networks Asia-Pacific has announcedthe launch of three new

channels in India, which includesa Hindi entertainment channel ID- Investigation Discovery and othertwo HD channels TLC HD Worldand Animal Planet HD World.

ID is a new refreshing conceptwhile TLC HD World targets the

premium audience and AnimalPlanet HD World will broadcastpremiere content, scheduled as per

Indian viewers.Discovery Networks portfolio

of 11 differentiated channels reflectsIndias potential and resonate thecore promise of digitisation in India.

Speaking about the expansion,

Rahul Johri, executive vice-president and general manager,South Asia, Discovery Networks

Asia-Pacific and head of revenue,pan-regional ad sales and Southeast

Asia, comments, The launch ofthree new channels demonstrates

Discoverys commitment toentertain Indian viewers and offerhigh-quality and differentiatedprogramming. ID is one of the great

success stories in US cable and weare thrilled to present the impactfuland entertaining investigativeprogramming to viewers in India.

Discussing the growth potentialof high definition in India, Johristates, The launch of the two newhigh definition channels TLC HD

World and Animal Planet HD Worldhas further extended Discoverysleadership in the HD genre. Boththe new networks, along withexisting Discovery HD World, willenrich television viewing experienceand satisfy the emerging demands ofaudience, advertisers and affiliates.

Discoverys existing portfolioin India includes eight channels:Discovery Channel, Animal Planet,Discovery Tamil, TLC, Discovery

Kids, Discovery Science, DiscoveryTurbo and Discovery HD World.

[email protected]

Three in a RowDiscovery network launches three new channelsin India. News Bureau

DISCOVERYNETWORKSASIA-PACIFIC


Johri: Triple Entertainment

Pandey (L) and Avasthi (R) : Delighted

FOTOCROP

FOTOCROP

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High up on every brand

marketers wish list ofbells and whistles is anapp. Lets have an app,

is the refrain. But it is a rather vaguelets do something in the mobilespace kind of thought. Why theyneed it, comes later. Does everybrand actually need to have an app?

MOBILE MENTALITY

For marketers, the mobile app isbecoming what the website was10 years ago. According to the 2013BrandZ Top 100 Most Valuable GlobalBrands, 89 of them have designedand launched an app, some of whom

have more than one app.However, when it comes to apps

from Indian brands, only a handful

have worked. Some of them areMeru (4.2 ratings), Flipkart (4.3ratings), SnapDeal (4.2 ratings) andZomato (4.3 ratings). Besides, thereare several well-designed popularapps like Cleartrip (4.2 ratings),Paytm (4.3 ratings) and NDTV (4.1ratings). When an app crosses the4-point rating on an app store, it isconsidered to be a success.

Ratings are given by users whohave downloaded and used the app.

All the really successful apps havehigh user review scores or ratings.The converse is not true - not allhighly rated apps are successful.

Apo llo Hospital s 24x7Emergency App (4.2 ratings) is asmall success - 10,000-50,000 peoplehave downloaded it. Similarly, PVRCinemas (4.1 ratings) has done agood job in movie ticketing. All these

are utility apps and they solve aspecific pain point of the consumer.There are hardly any successful,non-utility consumer brand namesthat one can reel off.

The numbers referred to in thisstory are from Google Play Storebecause 90 per cent of smartphonesused in India run on Android.

Considering the dismalperformance of brand apps (see tablefor a random sample of downloadedbrand apps vis a vis utility apps),some apps beg the question: why arethey there in the first place? Takethe Vivanta app from the Taj Group

of Hotels, which offers informationabout its range of hotels - 500-1,000 people (Google Play does notgive exact download figures) havedownloaded it. Even the UnileverCareers app that provides graduatestudents and job seekers with thenecessary info that they will need, tostart their career has seen only 1,000-5,000 downloads so far.

Colgate Oral Care Center, anapp platform where one can locatethe nearest dentist received 100-500

downloads. The Calcutta Universityapp saw 100-500 downloads.Considering the cost of developingapps, these experiments are wastefulexpenditure. An app sets the clientback by `1-10 lakh depending on thecomplexities involved.

It is not just the low downloadsthat brands need to worry about.They often face flak by way ofreviews. Dominos Pizza Indias appfor mobile orders, for instance, hasseen 500,000-1,000,000 downloadsbut it also has a deluge of negativecomments on it.

APP TO THE MARK?

Relevance, and an awesome userexperience, is what many expertsterm as the key to success of a mobileapp. Brands should create an appconsidering how their customers

are likely to interact with them onmobile, rather than just replicatingtheir web presence, advises Alok

Jain, chief marketing officer, Zomato,whose app has been downloadedbetween one and five million times.

The big challenge for any appmaker is uncertainty: how will theconsumer find my app? Secondly,how is he or she going to benefitfrom it? I dont think it is necessaryto have an app unless it helps solve aproblem or can engage a user with agame around your business, opinesSumeet Basak, co-founder, FITHMedia, an app publisher.

Brands must ask what role theapp can play in the overall strategy -create leads, sell or build engagement

with the brand proposition. It paysto have a mobile app aligned tothe overall brand strategy than onecreated for a tactical campaign,opines Lakshmipathy Bhat, director,CodeConclave, a mobile marketer.

For Bhat, the three big momentswhere consumers interact withcellphones are: bored now, urgentnow and repetitive now. The bored

UTILITY APPS OUTSTRIP BRAND APPS

BRAND APPS DOWNLOADS

Amul Explorer 100-500

DLF CyberHub 100-500

Havells 100-500

Colgate Oral Care Center 500-1000

Detail Magazine by Bata 500-1000

Cadbury Dairy Milk World 1,000-5,000

Mahindra With You Hamesha 1,000-5,000

Maruti Suzuki My Way 1,000-5,000

Axe Effect 5,000-10,000

Aam Aadmi Party 10,000-50,000

Apollo Emergency App 10,000-50,000

BJP Connect 10,000-50,000

Coke Studio @MTV 10,000-50,000

Pepe Jeans 10,000-50,000

Micromax miUnlock 100,000-500,000

UTILITY APPS DOWNLOADS

Delhi Metro Rail 1,00,000-5,00,000

Indian Law in Hindi 1,00,000-5,00,000

Meru Cabs 1,00,000-5,00,000

Cleartrip 5,00,000-10,00,000

Adidas miCoach App 10,00,000-50,00,000

BookMyShow 10,00,000-50,00,000

ICICI Mobile Banking 10,00,000-50,00,000

Moneycontrol Markets 10,00,000-50,00,000

My Airtel 10,00,000-50,00,000

Sony LIV 10,00,000-50,00,000

Tata Sky Mobile 10,00,000-50,00,000

Zomato 10,00,000-50,00,000

Flipkart 50,00,000-100,00,000

PayTM 50,00,000-100,00,000

Abs workout 100,00,000-500,00,000

Does every brand actually need to have an app?By Satrajit Sen

TIFFIN

BOX

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now moment could be a situationwhere she needs to time-pass orwait for some other event (waiting ata doctors clinic, for instance.)

Urgent now is when theconsumer needs critical informationright away. Typically, this is time-critical information like map results,addresses, product prices and reviews,news alerts and so on. Repetitivenow is a category where byte-sizedinformation is accessed repeatedly- sports scores, stock market alerts,news apps and such.

WHAT IT TAKES

In this day of multiple digitalplatforms, brands need to be clearabout what their mobile app willdo that cannot be done throughany of their other digital properties.Basically, it has to answer three

questions. Is it a natural fit withthe normal mobile usage of theconsumer? Does it solve a specificneed, offering a clear benefit? Does itgive a reason to not just download butto use it again and again? emphasisesBhat by way of explanation.

So, how does a brand know whatapp would work the best and how toget that made? In India, the emphasisis still on the coding part and apremium is yet to be placed on userinterface and the overall design ofthe app. What should matter to abrand is the effectiveness of the app.A confectionery brand can think

of a game which is linked to thebrands core proposition; a consumerbrand based on a health platformcan provide apps which have a clearhealth utility, says Bhat.

For Zomatos Jain its a long-terminvestment. Investing in the rightkind of features and functionality onyour apps will help brands evolveand grow. But in order to keep theapp alive and push relevant contentthrough updates, brands need tohave a content team in place.

According to Nitesh Kripalani,executive vice-president, new media,business development and digital/

syndication, Sony EntertainmentNetwork, content is a loosely-used term - it can be a piece ofinfographic, an added image or a newvideo. Sony operates its video-on-demand channel, SonyLIV.com, andalso owns the SonyLIV application,which offers videos from its Networkchannels on mobile. Brands shouldinvest more in discovering what kindof content the consumer is expectingfrom them, says Kripalani.

THE POPULARITY STAKES

App downloads in India areestimated to account for lessthan 5 per cent of global downloadsdespite India being the worldssecond-largest mobile user market

after China. Besides, the top 10-15apps downloaded in India are similarto the top 15 downloaded globally.

Aakrit Vaish, founder, Haptik(an app that enables users andbrand representatives to haveconversations with each other overmobile messaging), feels that themain purpose of an app should notbe to promote the brand, but togive a utility which makes the userdownload and use it. The brandshould silently promote itself. Youcould do the same through a mobile

website or a well-designed mobilesocial profile, points out Vaish.

The Zomato app wasconceptualised to provideinformation on restaurants to userseven when they didnt have accessto laptops and desktops. Whether anapp is downloaded or not also has

a lot to do with the technologicalspecifications of the phone. Plus,there is the fact that a heavy appbecomes very expensive to downloadif there is no wi-fi.

That is probably why manyonline brands develop HTML5 sites,

which provide users with an onlineexperience that is similar to thatafforded by an app. This is whererelated aspects such as responsivedesign come into play. Some sitesare built to respond to the size of themobile screen and adjust themselvesaccordingly. This is a better optionbecause no downloading is involved.

STANDOUT APP

Probably the only brands that findit easier to promote their apps arethe media and content companies (TVchannels and publications) since theycan promote their apps in their ownproperties. A big part of SonyLIVssuccess came about because of theextensive marketing push done acrossTV channels and other media. Theobjective of SonyLIVs marketing,states Kripalani, has always been totrack where the user is and be there.

On an average, the cost peracquisition (amount paid to acquire

one user) per app is `100-120 foriOS apps and `30-50 for Android.Now, after having spent a few lakhon launching an app, marketersare apt to discover that nobody isdownloading it. To get just 10,000people to download, an app wouldcost `5-10 lakh depending on theplatform. Thats not all. There isenough research to show that onein five of downloaded apps are used

just once.The best way is if the app goes

viral. Evernote, a hugely popular app,that is a reminder service and actsan external brain to its users, says

that the biggest promoters for them

1 9afaqs! Reporter, June 16-30, 2 0 1 4

APPS AND MOREA N Y T A K E R S ?

>>

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have been the loyal users who have spreadtheir message far and wide by just word ofmouth. Trust me, thats the best form ofPR you can have for your product, saysTroy Malone, general manager, Asia-Pacific,

Evernote. Few brands are that lucky.Nothing beats a great app design, feels

Bhat. Howard Gossage (the advertisingpioneer) said in the 50s: People dontread ads. People read what interests them.Sometimes, it is an ad. Marketers need toextrapolate that in the context of apps, headds. Building a product that addresses aproblem wins half the battle. When peoplecheck out your product and see value init, they share it in their social circles. Ifan app can get to that level of quality andexperience, the marketing takes care of itself.

How does one measure success? The keyindicators are downloads, revenue, ranksand reviews. Tools like Google Mobile

App Analytics can be used to measure andoptimise user acquisition and engagement.Besides, there are players like App Annie,

AppFigures and Mopapp which are alsouseful in tracking downloads and revenues.

BOTTOMLINE

The usage of apps in India has surgedin tier II and III cities as well. But itis still early days and theres much to beachieved on the problem-solving front. Ithink everyone will want to have their own

app, but that doesnt mean it is the rightthing to do. What it does mean is increasedinvestment in app development, whichmeans more jobs, and overall a boost to the

app-developer economy, states Vaish.It is obvious that more categories

will come into the app fold, apart frome-commerce, travel, finance and media.FMCG brands will explore mobile apps toreach out and engage with their audience.Utility services, including governmentagencies like electricity boards, will move tothe mobile apps fold. But an app that doesntadd value wont stay on a phone for long.

In a winner-takes-all market, big brandsmight push on and attain some success interms of downloads, but for small enterprises,an app which is hardly downloaded, doesntmake sense. So, before a brand develops anapp, it has to find out if the customer needs

it. If the customer doesnt need it, the branddoesnt either.

[email protected]

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Is Advertising Provoking Crimes

Against Women?

I THINK THESTATEMENT ISABSOLUTELYRIDICULOUS. THEGOVERNMENT

NEEDS TO HAVEENOUGH EVIDENCEbefore making a comment

like this.

If one out of 100

commercials is done in bad

taste, that cannot represent

the entire industry.

Moreover, advertising is a

small industry as compared

to the film industry. If the

minister has an issue with

how women are being

projected in ads then hemust turn his attention

towards films as well... they

have wider reach.

If the government, along

with industry bodies, devises

any norms/guidelines for

the advertising industry, the

same must be implemented

on other mediums of mass

communication as well.

The advertising industry

has been working on self-

regulation and has beenfollowing tight guidelines.

Chief Creative Officer,

Taproot India

ITS NOT RIGHTTO MAKE SUCHA STATEMENT.IT REFLECTSNOTHING BUT THE

FRUSTRATION OF APERSON FOR NOTbeing able to control

crimes against women.

I also believe our

society needs to evolve.

We cannot blame one

person or hold one part

of society responsible

for such acts.

Ads go through their

own censorship process

and are released only ifthey are in line with the

advertising standards

that have been set.

The point here is

that the explosion of

the media today is

such that things are

reaching every nook and

corner of the country.

Because some illiterate,

uneducated people are

not evolved enough,

the media might have animpact on their mindset.

Chairperson and MD, B.A.G.

Network and TV anchor, News24

ANY CRIMEAGAINST WOMENIS COMPLETELYWRONG ANDSHOULD NOT

HAPPEN. THEENTIRE VALUEsystem of society has to

change. The onus of the

crime should not be put

on any kind of image,

movie or song; they do

not trigger any violence.

A woman is free to do

and wear whatever she

wants to.

It is true that Western

society is much moreliberal and open in

terms of what women

can wear and do.

We need to create

a society of that kind

here. In a recent video

released in the US,

President Obama was

quoted saying crime

against women has to

stop, and that this is

something that starts

with you and me.

Former National PlanningDirector, Publicis Capital

THIS STATEMENTIS ABSOLUTELYRUBBISH ANDARBITRARY. ITHINK POLITICIANS

SHOULD JUST ENDTHIS BLAME GAMEand start doing somereal work to avert suchhorrific crimes. I thinkits time we realised thatcrimes against womendont happen because ofwhat they wear or whattime they venture out;it is the psyche of theindividual who commitsthese crimes that is the

problem.These politiciansshouldnt find fault withthe advertising industry.We are an extremelyself-regulated fraternityand are highly sensitivetowards such issues.There are competentauthorities who checkthe work we do. To putit simply, no commer-cial, in my memory, has

explicitly shown a teen-age girl being assaulted.

Co-founder,Curry Nation

MR. PATIL ISJUST VOICING APHILOSOPHY THAT,UNFORTUNATELY,INDIAN MEN

HAVE BEENINDOCTRINATEDwith - that women are

sexual objects that need to

be used and are meant to

service them. .

And, of course, ads are

not the trigger. Even if you

have a fully clad woman in

an ad, its the mindset of

the people that provokes the

crime. We, unlike animals,

have the ability to think - sex

is psychosexual in nature;it is in the mind. So to say

the provocation comes

from an external trigger -

an advertisement - is like

going to the level of animal

instinct.

Yes, in ads across the

world, there is a trend

wherein women are

shown exposing; using her

sexuality to her advantage.

Unfortunately, in the media,

a womans sensuality andher identity have been

correlated.

Clinical Psychologist, CorporateTrainer, Mental Health Activist

FOTOCORP

FOTOCORP

FOTOCORP

Maharashtra Home Minister RR Patil provoked a storm when he said that the rise in atrocities againstwomen was due to obscene images used in ads. Is that right, we wanted to know. News Bureau


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An observer of the football fever that gripsIndia during the FIFA World Cup wouldbe astounded to know that the only time

the country qualified for the Cup was back in1950 (it withdrew from the tournament for non-sporting reasons). But once the tournament begins,most Indians become Brazilians, Argentinians orSpaniards with a festive fervour that has to be seento be believed. It is probably the only time thatcricket takes a back seat in India.

In order to keep these crazy football fanshooked and encourage more viewership, MultiScreen Media, the official broadcast partners of theFIFA World Cup 2014 in the Indian sub-continent,has gone all out to promote the championship. Itis set to air the tournament on Sony Six, Sony SixHD and Sony Aath (Bengali feed).

Last month, Sony Six had launched a televisionpromo featuring John Abraham. Conceptualisedand created by Havas Worldwide, Abraham is seenencouraging viewers to join in the party to catchthe ultimate footballing extravaganza in thecampaign, titled Live the Magic. Besides the mainTVC, the channel has 3-4 shorter promos that arerunning on various channels.

FULL HOUSE

Prasanna Krishnan, business head of SonySix says that - apart from the MSMbouquet - a total of 28 channels areairing the 2014 FIFA World Cupmarketing campaign for 15 days. Toexponentially expand and increase theiroutreach to maximum audiences acrossdemographics, the campaign will runover a gambit of inter and intra networkchannels across markets including South,HSM and key football markets.

Outside the network, there are around2,100, 30-second TV spots running onchannels like 9XM, Bindaas, MTV,Zoom, 9x Jalwa, Aaj Tak, Dilli Aaj Tak,

India TV, Headlines Today,Zee Cinema, & Pictures, ZPremier, Z Action, Dabaang,UTV Action, Movies Now,VH1, Discovery, Animal Planet, ABPMajha, TV 9 Karnataka, Zee 24 Taas,ABP Ananda, Kolkata TV, Zee 24 Ghanta, Raj TV,Sun Music and Jaya TV.

As mentioned by Krishnan earlier in aninterview with afaqs! Reporterprobably 95 percent viewers who come to watch FIFA WorldCup are not regular football viewers. Viewershipfor the World Cup has been as high as 15-20times the viewership for a typical league match orany other bigger league. Thats why the channelis promoting the tournament on all possible

platforms.While Krishnan said its difficult to quantify

the marketing spends, sources in the industry

estimate the marketing spends at about $2 million.On print, there are ads that appeared today across15 leading publications. As for radio promotions,the channel has reached out to 49 cities in Indiathrough Radio Mirchi, BIG FM and Suryan FMwith around 5,000 spots.

THE OUT-OF-HOME PUSH

I

n the OOH space, the channel has featuredadvertisements across 10 cities for a total of 15

days. In mall activations, there is a fan zone whichhas a FIFA Hair Styling corner and a Fan FacePainting zone. Here adults and kids alike have the

chance to don the look of famous internationalfootball players by getting personal, stylised hair-

cuts. At the mall, locals are also invited to avariety of games like the FIFA Maze. The

Maze is an interactive FIFA-based triviaactivity zone where the participantshave to answer 16 simple questionsrelated to the World Cup to win gifthampers. Additionally, the channel tiedup with Hard Rock Caf across key

cities in India.

DIGITAL: ALTERNATE VIEWINGPLATFORM

MSM has launched Livsports.in, a website dedicated to thetournament coverage and is

promoting it extensively.The website has various

videos related to the event andcontests to engage with the audiences.

An app has also been launched recently tofacilitate viewers with the match footages. Onecan follow his favourite team by paying `60 (users

can watch their favourite teams matches live) orfollow the Tournament at `120 (users can watchthe entire tournament live). There is no chargeapplicable for a 5-minute delayed telecast of thematch.

PAYING PROPOSITION

MSM has roped in Hero Motocorp as the titlesponsor for the event while Xolo Mobileand Microsoft have come on board as the poweredby sponsors. Other sponsors include Sony TV andNokia.

According to Rohit Gupta, president,network sales, licensing and telephony, MultiScreen Media, the presenting and powered bysponsors have shelled out `16-19 crore while the

associate sponsors got the deal with a `13-15 croreinvestment. Sony Six and Sony Six HD are beingsold as a package while Sony Aath is being soldseparately.

The spot package for Sony Six is for `4-8crore, depending on the number of spots a brandoccupies. The channel is asking for `2-2.75 lakhfor per 10-second spot, otherwise.

TIME FACTOR

Most of the matches are played at around9.30 pm (IST) or post that. While the buzzamongst the fans is high, PM Balakrishna, COO,

Allied Media believes that advertisers are notaggressively involved in the event.

The timings are odd and I believe that it

will mainly be the football fanatics wholl stick

Marketers Ball Begins

FIFAWORLDCUP


nels ared Cups. Toe theiracrossill runnetworkng South,

are aroundunning on

MTV,aj Tak,

et, ABP

variety ofMaze isactivityhave trelatedhampeup wit

cities in I

IG

Si

ontests

>>

It is kick-off time in Brazil and afaqs! Reporter looks at the marketingefforts by its official Indian broadcaster, Sony Six and the on-airsponsors it has attracted for the event. By Prachi Srivastava

Krishnan (l) and Gupta: kick-off time

FOTOCORP

FOTOCORP

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We all hate Mondays. Dont includeadventure lifestyle gear manufacturerHigh Sierra in that category, though.

It has launched a social media campaign#TakebackMondays engaging young adventureseekers.

The campaign aims at changing the perceptionof the youth towards Mondays. The adventureMonday concept showcases High Sierrasbrand identity - active lifestyle, spontaneity andadventure seeking.

Targeted at young adventure enthusiasts in

the age bracket of 25-35 years, High Sierrasnew campaign emphasises #TakebackMondays as its core campaign message. Conceptualisedby Eccentric Engine, the campaign consists ofthree videos of selected youngsters experiencingadventure activities like scuba diving, white waterrafting and skydiving on a Monday. At the end ofthese videos the viewer gets to register on HighSierras micro site for a similar adventure party tobe held this month.

All the videos are being promoted acrossHigh Sierras social media channels includingTwitter and Facebook with the hashtag#TakebackMondays . The Scuba Diving video waspublished on YouTube on May 23 and hasalready crossed 2 lakh views. The White Water

Rafting video has crossed 4 lakh views since it wasuploaded on YouTube on May 31. The Bungee

Jumping video has garnered the most number ofviews crossing the one million mark since June 7.

Speaking about the campaign, AnushreeTainwala, marketing director, Samsonite, South

Asia, says, As part of our consumer research,the most popular insight that emerged was thatMondays are a real low point for most young

working professionals, especial ly after an amazingweekend. We played on this insight, to create anadventure opportunity.

Explaining the idea, Tainwala adds that HighSierra bags represent an attitude that reflects anactive outdoor lifestyle and adventure in the mostmundane - daily tasks. #TakebackMondays givesadventurous youngsters a chance to experience anaction-packed Monday with a surprise escapade,

she adds.Since the time it was launched in 1978,

High Sierra has been associated with adventuresports and events across the world. Says AnkitMishra, chief, brand strategy, Eccentric EngineThe entire campaign is designed to make yourMondays better and make you realise that it isnever a bad time to pack your bags."

[email protected]

around to watch all the matches. The biggerbrands might be associated because of the globalalignment with the tournament but the localones will stay away because of the premium andlow RoI, Balakrishna adds.

Giving a different opinion on the advertisersresponse for the event, Pratik Rathod, seniorinvestment director, Maxus Mumbai says thatno matter what time its aired, the event will be

watched by people. One needs to understandthat people are bored of 200 days of cricketin India and want to hook up to a new sport.People might not watch country leagues but will

watch FIFA World Cup and engage/participatein conversations.

ADVERTISER SPEAK

According to Jyotsna Makkar, CMO,Microsoft India, any event that featuresthe best in the world is followed across the

world and it cuts across categories. The Oscars,Grammys, Olympics, IPL, and FIFA World Cupare examples. Microsoft has picked up Sony Sixfor the Nokia Lumia 630 launch campaign. Forus it is an advertising deal that complimentsNokias investment in sports category (KKR andFC Barcelona), adds Makkar. Both Xolo andNike have also invested in the on-air propertyand are huge supporters of football as a sporthere in the country.

Avinash Pant, marketing director, Nike India,says, We, at Nike, are all about inspiration andinnovation and we hugely support football. This

year, we launched a three-film campaign urgingand inspiring the youth to play football. Thecampaign from Nike titled Risk Everything has

three films - Risk Everything, Winner Stays andthe latest one The Last Game.

Sunil Raina, business head, Xolo India, goeson to call the brand an evangeliser of footballin India. We have observed that many peoplein India watch football but dont play it. Thats

why we launched Mission million campaignwherein one million buyers of our smartphonewill get a football. The timing for the campaignwas kept around FIFA World Cup 2014 as, forus, this is a strategic partnership. Xolo haspartnered with Liverpool Football Club for it.

The FIFA World Cup 2014 is played intwo stages. First is the group stage of thetournament that features 32 nations and beganfrom June 12 to June 26. The knockout stage

runs from June 28 to July 13. The final will beplayed on July 13.

[email protected]

A New Monday

HIGHSIERRA

The digital campaign aims to change perception of youngsterstowards Mondays. By Satrajit Sen

The campaign gives achance to experience anaction-packed Monday.

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afaqs! Reporter, June 16-30, 2 0 1 42 8

Like all Bengalis, my family was also passion-ate and keen on art and culture. While myfather was a vocalist, two of my brothers

were creative directors in advertising agencies. Iwas introduced to advertising in 1993, whilst stilla graduate student, when I joined Ulka as a sum-mer trainee. I realised that I was in an unfussybut very interesting and dynamic environment.

I worked there for few months and appliedfor jobs in different cities. Thats when I got anoffer from Selvel. A client at Ulka told me thatit was a big name in out-of-home advertising.

Being the passionate workaholic that I am, Irequested them for a position outside Kolkatabecause if I stayed back with my family and mythen girlfriend (now wife), I would not be ableto work 16-17 hours a day. I wanted to work ashard as I could to learn faster, to grow faster.Choosing to move out of Kolkata to work forSelvel was a big defining moment of my life.

OUT IN THE OPEN

Ijoined Selvel in New Delhi and loved the firstexperience with the OOH industry. Comingto work every day gave me a thrill, every aspect- dealing with clients or various authorities likethe police - was challenging and I thrived on it.But after five years, the job got a little monoto-

nous and I was thirsty for more.After Selvel, I had a brief stint with Emirates

Neon in Dubai. Though I had joined the agencythinking Id eventually get to work in the US,that did not happen. As I never really took toDubai the way I had with Delhi and Mumbai, Iquit to join Mudra in India.

At that time, mainstream agencies werelooking at exploring the OOH space seriously.Clients were asking for OOH solutions and big-gies like Unilever and CitiBank started lookingfor professionals who could run the business inan organised manner. Hence, they pushed theiragencies to do their groundwork to maximisetheir outreach by OOH. Earlier, media manag-

ers used to oversee OOH but without muchunderstanding about the space. Agencies fromthe business used to create logical, practical

deliveries and started hunting for professionalswho could manage the field. Mudra, Ogilvy,Portland and Lintas were some of the first to takethe initiative.

I, along with Adam Whitford, startedPrimesite, Mudras JV with Vertigo in the OOHspace. I was the national sales manager (1998).

We had clients like Fiat, Maruti, Tata Safari,Samsung. Within a year, Adam left, and so did I.

OGILVY EXPERIENCE

Joining Ogilvy in 1999 was a great decision.Every advertising professional should workat least once at Ogilvy. If Selvel was an institu-tion for OOH, Ogilvy was one for advertising.I had joined as a senior consultant and went onto become the president of Ogilvy Action that

was contributing 25 per cent to the bottomlineof Ogilvy India. We were controlling 50 per centof the business there - Hutch/Vodafone, ICICI,Star, NDTV Imagine, Colors, ICICI Bank, AxisBank, ITC and Cadbury.

The next defining moment of my career waswhen I was selected for the Senior ManagementDevelopment Programme (SMDP) and wasflown to places like Bangkok, Maldives, Ho ChiMinh City, Chiang Mai and Cambodia. Thirtypeople were selected from across the globalnetwork and trained to lead an agency or head abusiness. I learnt how to manage profit centres,how to manage work and life balance, be in theCEOs space to learn situational leadership.

ANOTHER MILESTONE

Moving beyond to create another benchmarkwithin WPP to consolidate the OOH busi-ness in India was a dream but there were hurdles.It was then that I decided to turn entrepreneurand started Milestone Brandcom with four col-leagues from Ogilvy. The agency started withsix offices in 2009 and 25 employees. Today, wehave 200+ employees and offices/representativesin 42 cities. Within six months we won Colors,McDonalds, Binani Cement, Axis Bank, DishTV, Tanishq and Tata DOCOMO. And today

we have created largest OOH agency in Indiawith 100+ brands in the kitty.

As told to Prachi Srivastava

Today we have createdthe largest OOH agency

in India.

NABENDU BHATTACHARYA| FOUNDERANDMD, MILESTONEBRANDCOM

The Workaholic

FOTOCORP

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After airing first four seasons onthe Multi Screen Medias Sony

Entertainment Television,Jhalak Dikhhla Jaa (JDJ) started itsdream run on Viacom18s Colors inDecember, 2010. And since then, theshow has sustained viewership andalso grown in numbers. One of thepremium television properties, theIndian adaptation of Dancing with theStars has launched its seventh season

with a huge promise.Launched on June 7, JDJ is aired

every Saturday and Sunday at 9 pm.In its third season on Colors, JDJsdancing and performances will ven-ture outdoors as well. Additionally,this season, the audiences will beintroduced to some unusual andunheard of dance forms likeCapoeira, Zouk, Bolero and manymore from all corners of the world.

Talking about the challenges, RajNayak, CEO, Colors, says everyyear, the challenge for the channelis to give the audiences somethingnew. There will be a lot of new

things that will be seen this year onJDJ. There will be global dancingforms which the country has notseen ever before. And, the contentwill be spiced up. There will be a lotof viewer engagement. Also, we haveoutdone ourselves this time in termsof casting.

PAST PERFORMANCE

Dhirendra Singh, AVP, BPN,says, JDJhas all the substanceof a good reality show. Its popularcelebrity judges, celebrity contest-ants and their emotions fascinateviewers, thus triggering appointment

viewing.In its first edition on Colors in

2010-11, JDJ saw an increase of

around 102.41 per cent in viewershipover the previous year. Thereon, theshow has risen. In Season 6 it grewby 31.82 per cent over the previousseason.(The market considered hereis HSM, C&S, 15+).

Last year JDJ Season 6s average

viewership averaged at 5.1 TVM (4.5TVM in Season 5).

THE CELEB FACTOR

Hosted by Ranvir Shorey and lastseasons winner Drashti Dhami,JDJ will continue to be judged byMadhuri Dixit, Karan Johar andRemo DSouza. This time the chan-nel has got one more judge on thepanel, Winner of Dancing With TheStars 2014 Maksim Chmerkovskiy.

Salman Yusuff Khan and LaurenGottleib will take on the role ofadversaries and join hands to chal-lenge contestants in an excitingdance combat. To ease tension onthe floor, popular comedian SudeshLehri has been roped in to providethe much needed comic relief.

The contestants are KritikaKamra, Mouni Roy, Purab Kohli,

Karan Tacker, Sophie Choudry,Pooja Banerjee, Ashish Sharma, VJAndy, Shakti Mohan, Akshat Singh,

Sukhwinder Singh, Kiku Sharda (ofComedy Nights with Kapil) in hisavatar as Palak and S. Sreesanth.

MARKETING BLITZ

Colors is leaving no stones

unturned to promote JDJ7.While the TV promos are alreadyon-air, the show will also be mar-keted through radio, cinema, digitaland ground activations.

As a part of the ground activa-tions, the channel is going out in thesmaller markets, including LC1 mar-kets. Branded autos/rickshaws withspeakers will play the signature tuneof the show.

Nayak adds, Colors has beenvery good at one thing. For all ourshows, we are very focused - weknow that if you drop a penny, itshould sound like a Rupee coin.

While Nayak refused to divulge anyinformation on the marketing spend,industry experts peg it at `7-9 crore.

DIGITAL PUSH

According to Vivek Srivastava,digital head, Colors, the idea ofthe show this time is to connect

with the contestants. We have a fan-tastic cast. We are starting a contestthat will go on for four weeks. It willbe about people shooting their ownmoments, performing on songs andgiving it to us.

Besides, the channel will releaseTwitter mirror images, behind-the-

scene footages on the socialmedia and conduct chats

between the fans andtheir favourite con-testants. The entirethrust is on how

much more you can give to the audi-ence. And take them from two daysto seven days a week, Srivastava

adds.

MONEY MATTERS

As per sources in the industry,the production cost of the showranges from `60-70 crore.

Cadbury Bournvita has come onboard as the presenting sponsor ofthe show for the third time in a row.Besides, Colors has roped in GioneeSmartphones as the powered bysponsor. The associate sponsors areUltratech Cement, Liberty Shoes,Ruchi Soya, Johnson & JohnsonsClear & Clear and Luminous WaterPurifier.

Talking about the advertisersresponse, Simran Hoon, nationalsales head, Colors, says, We havegot huge advertiser response. Asalways we have a mix of old and newclients.

The channel has increased its adrates by 15-20 per cent over last year.

According to industry estimates,Cadbury could have shelled around`14-16 crore, while Gionee may havespent about 20 per cent less.

According to Shekhar Banerjee,senior vice-president, Madison,Jhalak not only continues to con-solidate TV viewers on weekends

with higher viewership, but has alsodelivered a very good ROI.

[email protected]

This season, the dancing and performances willno longer be limited to the stagebut willventureoutdoors as well. By Prachi Srivastava


Breaking LimitsBreaking Limits

JHALAKDIKHHLAJAA7

Srivastava (l), Singh and Hoon: new glimpses

FOTOCORP

FOTOCORP

COLORS

COLORS

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Subscribe through Magzter, the Digital Web Store, on iTunes and Android Market

Indias originalmens magazine

www.facebook.com/mansworld.ind | www.mansworldindia.com | on ipad at magzter.com

download your digital issue nowAvailable on: iPad,iPhone, iPod touch and Android devices

celebrating

14yearsof success

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Ending months of silence on what Bachchanstelevision fiction debut will be about, MultiScreen Media unveiled its first look on May

31, during the premiere of Gunday on its flag-ship Hindi GEC, Sony Entertainment Television(SET), the channel on which the show will betelecast.

Titled Yudh, the show will feature Bachchanas a business tycoon whose business has taken ahit; he is troubled because the survival of about10,000 people depend on his business. The manis also shown shuttling between the two womenin his life.

KBC: THE SHOW THAT SAVED TWOSINKING SHIPS

This is Bachchans second television venture.His debut on the idiot box waswith the quiz show, Kaun BanegaCrorepati on July 3, 2000. Thenin his late 50s, Bachchan was self-admittedly in debt and strugglingto support his family.

Nikhil Rangnekar, CEO, SpatialAccess, reasons, In most cases, it isactors who are not so successful infilms who turn to TV, and thatswhy it is seen as a backward step.

When KBC was launched, it

changed the game and went on tocreate history on Indian television.It got recognition to STAR Indias

flagship channel that was struggling for suste-nance, and brought much deserved stardomback to Bachchans life.

As per TAM data provided by a subscriber, thefirst season of KBC took Star Plus share from 2per cent to 25 per cent (six metros) in the 9 to 10pm prime-time slot. The show will be launched

in its eighth season soon. Except the third, all theseasons were hosted by Bachchan.

According to Siddharth Basu, producer, BigSynergy, Bachchans blockbuster punch with KBCexploded a myth. Instead of shrinking anyone,the small screen has expanded, and added depthand connect to a stars reach beyond the larger thanlife appeal of cinema. But, of course, without thatlarger than life stardom of the big screen, therewouldnt be that star value on TV. So the two needto co-exist.

TV CATCHES UP?

Shailesh Kapoor, founder and CEO, OrmaxMedia, opines, TV is a strong medium witha reach much higher than cinema. But in termsof star appeal, film stars doing fiction content onTV is a definite step forward for the television

industry.In recent times, there have been several

attempts to merge the star power of Bollywoodwith the reach of television. The trend setter 24

was the first fiction show that featured Bollywoodstars like Anil Kapoor, Anupam Kher, Shabana

Azmi and Tisca Chopra. Reportedly, Sony isalso doing a fiction show with Jaya Bachchan,being produced by Endemol India. Such effortshave further reduced the gap between TV andBollywood.

WHY FICTION NOW?

Television as a medium requires a lot of time of

actors and therefore, whenever a Bollywoodstar opts for it, its a finite series. Bachchans deci-sion could have something to do with the fact thathe now does fewer movies. Kapoor says, The

younger stars will avoid doing television fiction,as they are rightly focusing on increasing theirfan base via cinema. But we should be able to seesome of the more established stars consider fictioncontent on television.

The other possible reason could be a good,viable script. With Bachchan understandablycharging an exorbitant amount, the channel has tomake considerable investment including the sup-porting cast and production of the show.

THE BATTLEGROUND

KBC changed the fate of Star Plus. It increasedsampling and helped Star Plus catapult to theNo.1 position in the genre and remain there, withthe help of other shows by Balaji Telefilms.

Experts are of the view thatSony will have to strengthen itsother shows as well in order toleverage Yudhs viewership. Thecurrent programmes on Sony arenot so popular. The channel willdefinitely have to ramp up its pro-gramming and introduce fresh andnew content to be able to leveragethe viewership that Yuddh can pos-sibly bring in, Rangnekar says.

Sony has already roped in

Cadbury and Olx as sponsors forYudh.

[email protected]

A New Journey

BIGB/SONY

Fourteen years after his first TV

appearance on KBC, AmitabhBachchan is set to play a fictionalcharacter on TV. afaqs! traces hisjourney. By Prachi Srivastava


Rangnekar (l), Basu and Kapoor: Big B fans

FOTOCORP

SUSHILKUMAR

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Post:Event Marketing & OperationManagerCompany:NPA Events [Oman] -National Performing Arts & EventsLLCProfile:Candidate will beresponsible for marketing, planningand operations including logisticswith packaging sponsorship and

negotiation. Pitching for newbusiness.Complete managementof events ranging from art andculture to pop, quizzes, corporateseminars and management speakerworkshopsExp:4 to 5 yearsLocation:Muscat-OmanEmai:jobs@npaeventsoman.com..........................................................Post:Sr. Account Planner / ProjectManager (Digital + E-Commerce)Company:WeblyProfile:Webly is looking for aYoung, Passionate Account Planner/Project Manager with excellent

planning & communication skillswho will be the liaison betweenour clients and the internal team.An ideal candidate is one who hasExperience / Exposure to MagentoEcommerce, been keenly followingthe ecommerce space in India &Internationally and has the ability tohandle multiple clients and projectsin a deadline-driven atmosphere.Exp:0 to 2 yearsLocation:MumbaiEmail: [email protected] /demetrius@webly.co..........................................................Post:Sr.Client servicing manager

Company:Eggfirst Advertising AndDesign Pvt LtdProfile:The Person we seek wouldbe able to manage a team of juniorclient servicing with independentcharge of a set of clients. Excellentrelationship building skills alongwith presentation, oral and writtencommunication skills. Industryresearch capabilities, to understandClients business environment. Agood eye for details.Exp:3 to 6 yearsLocation:MumbaiEmail: [email protected]..........................................................

Post:Accounts ExecutiveCompany:Goldmine AdvertisingLimited

Profile: Candidate should haveknowledge of Tally, Tax calculationfor bills 3. Generation of invoices asper terms & conditions of contracts,Data Analysis, Management andCorrection by generating reportsin Tally and G-Trust Software,Communicate with Customer& Vendor regarding all issue

(Payment, Receipt, Delivery, ETC)Exp:3 to 5 years.Location:MumbaiEmail:priyankaa@goldmineltd.com..........................................................Post:Associate Creative DirectorCompany:ABM CommunicationPvt. Ltd.Profile:We are looking fromsomeone who is a happy, excitableand enthusiastic individual,with a thirst for knowledge,innovations and understandsthe language of design.Someonewho brings a certain amount ofexperience in both Online and

Offline Advertising with youthfulexuberance and a lets-do-itattitude.Exp: 7 to 8 yearsLocation:MumbaiEmail :careers@abm.co.in..........................................................Post:Creative Director (Art/Copy)Company:Sparrow Interactive Pvt.Ltd.Profile:As a creative director yourjob would be to shape the creativebrain of the entire studio and builda creative conscience. You willcreate concepts for architectural 3dfilms complete with storyboard,

mood board and references. Youwould also give creative directionon type of CG look and mood, getcameras put alongside team leads,decide on lighting variations etc. foreach walk through film.Exp: 4 to 15+ yearsLocation:New DelhiEmail: ashish.mahajan@sparrowi.com..........................................................Post:Senior ManagerCompany:Prime FocusTechnologiesProfile:Candidate will leadPFTs global content and thought

leadership marketing function andbe responsible for developing plansand executing campaigns for our

services portfolio across marketswith specific alignment to keyaccounts and user segments.Exp:8 10 YearsLocation: MumbaiEmail: rakhi.soneji@primefocus.com..........................................................Post:VisualisersCompany: Log 5 Communications

Pvt. Ltd.Profile:We are looking out fora candidate who can design orcreate graphics to meet specificcommercials or promotionalneeds such as packaging, displays,logos. Candidate should haveknowledge about Layout skills,Creative services, Customer Focus,Creativity, Flexibility, & Ability tomeet deadlines.Exp: 2 to 5 yearsLocation:MumbaiEmail:[email protected]..........................................................

Post: Copywriter / Sr. CopywriterCompany:Banana Brandworks Pvt.LtdProfile:Candidate should havefluency in English, properknowledge in grammar and must bea clear communicator (written andoral) should be able to understandbrief requirements, quickly comeup with ideas and deliver goodstandards of writing. Must havea sense of responsibility towardsdeadlines and be a team player.Exp: 0-6 yearsLocation:ChennaiEmail:[email protected]

..........................................................Post: Business Manager (UI / UX

Architect)Company:HR CentralProfile: Candidate should havethe ability to work as a part of aninter-disciplinary team consistingof UX Design Specialists, VisualDesigners, and Technologists.Adeep understanding of userinteraction and user experience(usability concepts,, UI design, Weband mobile technologies)) and howit can be used effectively to helpachieve business goals.Exp :6 to 12 years

Location: GoaEmail:[email protected]..........................................................

Post:Graphic DesignerCompany:Tempest Advertising PvtLtd.Profile: Needs a GraphicDesigner with creative skills,graphics & designing skills, goodcommunication skill. Should haveknowledge of Photo shop, CoralDraw, and illustrator.

Exp:2 to 4 years.Location: HyderabadEmail: careers@tempestadvertising.com..........................................................Post: CopywriterCompany: ClematisCommunications Pvt. LtdProfile:The candidate willessentially need to partner the teamon ideation and copywriting front.He/she should be a team playerand a self-starter with fluency over

written and oral EnglishExp:0 to 2 years.Location: Mumbai

Email: [email protected]..........................................................

3 3afaqs! Reporter, June 16-30, 2 0 1 4

TO ADVERTISE, CONTACT:

Abh ilas h SinghPh: 09999989454

Email: [email protected]

Ali sha Farooq(Delhi)

Ph: 09582397786Email: [email protected]

Sumeet Chandiramani(Mumbai)

Ph: 09820590172Email: [email protected]

[email protected]

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

www.jobswitch.in

Join us on : facebook.com/jobswitch

!

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The media industry saw several changes thisfortnight. After the exits of the CEO andCOO of the Network18 Group, the companyschief financial officer, RDS Bawa also departed.He has spent over 19 years with the group.

Pradeep Hejmadi, senior vice-president, TAMMedia Research has quit the organisation. He iscurrently serving his notice period and will joinZee in the coming month. Hejmadi has morethan 18 years of experience in the Indian mediaindustry and has been with TAM since 2005.

Shekhar Gupta, has stepped down as the editor-in-chief of Indian Express Newspapers and joinedIndia Today Group as vice chairman and editor-in-chief of the groups entire gamut of productsthat include all news and business publications,

news TV brands and all related news and businessdigital brands.

Meanwhile, RajKamal Jha has beennamed the editor-in-chief of The IndianExpress post Guptasresignation.

The Walt DisneyCompany in India hasappointed AbhishekMaheshwari as vice-president and head,Disney ConsumerProducts. Effective July10, Maheshwari will take over from Roshini

Bakshi, who has resigned from the company topursue other interests.

Quasar Media has appointed Saugata Bagchi asregional head, West and South. He will report toGaurav Nabh, business head, Quasar and will bebased in Mumbai.

Before joining Quasar, Bagchi headedthe Mumbai and Bengaluru offices of Tribal

Worldwide, India.Motivator India has

appointed V Narayananas chief growthofficer. Narayananmoves to Motivatorfrom GroupM mediaplanning and buying

agency, Maxus Indiawhere he was designatedas the general manager,North.

Based in NewDelhi, he will report to

Rabinder Thirumurthy (Rabe Iyer), managingdirector, Motivator.

Prem Kamath, executive vice president andgeneral manager, Channel V and general manager,Star Pravah, has decided to move on from thecompany. Kamath is currently serving his noticeperiod and will be there with the company tillAugust. He joined the company as senior vice-president, marketing and communication in 2007.Two years later, he moved to Channel V as general

manager, marketing.In a significant development, Sanjeev Kotnala,

vice president and national head, marcom,

Dainik Bhaskar, hasdecided to move on.He has worked at thepublication for almostten years.

Kotnala plans togo solo and launch aconsultancy calledP1P2Solutions.

Dainik Bhaskar hasroped in Kaacon Sethi asgroups chief corporatemarketing officer. Shehas over two decades of experience in the industryand has moved from Smaaash Entertainmentwhere she was working as a consultant.

ZenithOptimedia has confirmed the departureof Satyajit Sen andNavin Khemka, whoare moving on from theagency after eight years.

The company hasgot on board MadisonPinnacle COODnyanada Chaudharias the managing partnerand former JWT digital

ECD Prasanna Kulkarnias chief creative officer.Maxus has appointedKhemka as managing

partner. Khemka will head the north and east

regions for Maxus, and will also be responsiblefor new business development across the country.

Amar Chitra Katha has appointed SanjayDhar as the president, corporate solutions group.He will be driving the new value added brandsolutions initiatives at Amar Chitra Katha whichwill combine the formidable creative resources,content capabilities and existing media propertiesusing all media verticals such as print, OOH,Radio and Television.

A round up of some major peoplemovements in the last fortnight>> MOVEMENTS/APPOINTMENTS

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