OLX INDIA We took a leaf out of the advertising · 18 September 1-15, 2015 Volume 4, Issue 7`100 We...

18

`100September 1-15, 2015 Volume 4, Issue 7

We took a leaf out of the FMCG style of advertising

With one arresting ad after another, OLX has raced ahead of its competitors in terms of creating top-of-the-mind recall among consumers.

Two new shows from Viacom 18’s new English GEC.

New AvenuesCOLORS INFINITY

Mindshare beats out the competition with a sterling show.

Battle of the Digital BiggiesJAGRAN DIGITAL AGENCY AWARDS

PLUSRENAULT INDIA

Starry Appeal 8

VIRAL NOW

Sweat it Out 13

INTERVIEW

Saurabh Kochhar 21

INTERVIEW

Ashok Namboodiri 30

22 15

DIGITAL AGENCY AWARDS

AMARJIT SINGH BATRACEO | OLX INDIA

5afaqs! Reporter, September 1-15, 2 0 1 5

Volume 4, Issue 7This fortnight...EDITOR

Sreekant Khandekar

PUBLISHER Prasanna Singh

DEPUTY EDITOR Ashwini Gangal

SENIOR LAYOUT ARTISTVinay Dominic

PRODUCTION EXECUTIVEAndrias Kisku

ADVERTISING ENQUIRIESAditi Nagpal

99995 03560 (M); 0120-4077803 (O)

Shubham Garg81301 66777 (M); 0120-4077819 (O)

Noida

Pradeep Hegde (022) 40429702-5

Mumbai

[email protected]

MARKETING OFFICEB-3, First Floor, Sector-4,

Noida-201301. Tel: (0120) 4077800.

MUMBAI501-502, Makani Center, 5th Floor,

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

Tel: +91-22-40429 709 - 712

SUBSCRIPTION ENQUIRIESAkhilesh Singh (0120) 4077837

[email protected]

Owned by Banyan Netfaqs Pvt Ltd and Printed and published by

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

New Delhi-110 063.

Printed at Cirrus Graphics Private LimitedB-61, Sector 67,

Noida (U.P.), 201301

Cover Photograph Sushil Kumar

Indian Express’ CEO is betting heavily on digital.

POINTS OF VIEW4G and MarketingCan the imminent rollout of 4G services transform marketing communication?

14

How not to miss a big opportunity.

It is a no-brainer if it is an Idea.

13

10 6

TRUECALLERKnock, Knock...

This financial service website talks about ownership.

QUICKOGuarding Dad’s Space

IDEAIf you haven’t a Clue

INTERVIEWGeorge Varghese

KOHINOOR BASMATICommon FactorThe rice brand has just added itself to the list of products that bind Indians and Pakistanis.

The other day, a colleague was grumbling about his neighbour’s night-time music

routine, that left him groggy at work, all week. Pat came a response from an

eavesdropper at the other end of the room, “Bandhe ka photo hai na? Olx pe bech de!”

While we’re in no way suggesting the site should entertain the attempted sale of

fellow humans, we are indeed marvelling at the ease with which the brand’s tagline –

one that couldn’t get any simpler or direct – has crept into local parlance. For many an

adman, that’s the dream. And while that’s rarely what a marketer aims for directly, it’s

probably the second best thing, after a healthy sales chart.

On the advertising front, Olx has had a great run in the Indian market. Like the

aforementioned gentleman, not too many people know that Olx is an Argentinian

brand, that entered India in 2009, three years after its launch. At the time, the

classifieds market in the country was yet to open up, and the need gap Olx identified

and worked towards filling was the consumer-to-consumer or C2C sub-segment.

The brand has since managed to capture the market by rolling out campaign after

campaign, each based on uniquely desi insights. Take for instance, the recent one that

drew on the very Indian tendency to hoard old things, and encouraged us to let go.

Olx is present in 40 countries and India is one of its best performing markets, we

learn, during the course of an interview with the brand’s India CEO Amarjit Singh

Batra, from whose desk the creative briefs to Olx’s agency partners originate. One of

most interesting brand anecdotes he shared during the interview is about the way his

team realised, only around 2012, that women ought to be addressed through Olx’s

otherwise male-centric communication. Up until then, the presupposition was that

most internet users are men.

In a year, we do only a handful of stories on standalone brands. In 2015, Olx,

deservedly, is one of them.

18

`100September 1-15, 2015 Volume 4, Issue 7

We took a leaf out of the FMCG style of advertising

With one arresting ad after another, OLX has raced ahead of its competitors in terms of creating top-of-the-mind recall among consumers.

Two new shows from Viacom 18’s new English GEC.


Mindshare beats out the competition with a sterling show.

Battle of the Digital BiggiesJAGRAN DIGITAL AGENCY AWARDS

PLUSRENAULT INDIA

Starry Appeal 8

VIRAL NOW

Sweat it Out 13

INTERVIEW

Saurabh Kochhar 21

INTERVIEW

Ashok Namboodiri 30

22 15

N DIGITAL AGENCY AWARDS

2


CONTENTS26

Ashwini [email protected]

10

Opportunity knocks only once. Or maybe rings twice. But, what if you miss both the calls? Sweden-based caller

identification mobile application, Truecaller, believes it is imperative to help people from missing opportunities that can change their lives. The app’s first ever, mass-media campaign tells a true story.

In its 90-second-long film (with a 35-second edit for television), actor Nawazuddin Siddiqui shares a bit about his life with the viewers. He speaks about his struggling days, when he would often work in the mornings as well as nights, as a guard. Physically exhausted, he would often miss calls. One such call was from a casting director which changed his life. Siddiqui signs off with the advice of using Truecaller, so that the right opportunities are always answered.

“We could have made a series of testimonials that millions of users have given us. People have told us how Truecaller saved them from spam, or it let them take the right call etc. The fact is, it may be a technical product for us, but, for our users, it has a close consumer appeal. A relatable story is more rustic but truthful in nature,” explains Kari

Krishnamurthy, vice president, growth and partnerships, Asia, and country manager, India, Truecaller.

It is a simple, slice-of-life film, but what is significant is the application’s user base. With over 80 million users in India, the country is Truecaller’s largest market, followed by Middle East. Within that, around 70 per cent of the users are urban smartphone users.

While the use of smartphones is growing at an exponential rate in the country, it is the tier I, II and III towns that are the propellers of this growth. Thus, Truecaller’s new target audience resides in the unmetros - people who are still unaware of the opportunity the app offers.

Explaining the creative idea, Mayur Hola, executive creative director, Contract India - the agency behind the campaign - says,

“The people we’re speaking with don’t see the mobile phone as a nuisance as we do. The mobile is a great leveller. It empowers people and offers a world of opportunities. Truecaller is part of that world. It tells you about the friend whose number you’ve lost. It informs you that the HR department of an organisation called while you were away from your phone. It helps you reach

a potential client. Yes, it blocks spam and unwanted calls, but that’s something it does much like we brush our teeth. That’s hygiene. What we wish to stand for is not a blocking app, but an app that gives you access to a better life.”

Truecaller’s actual moment of truth is when people from smaller towns give them feedback about not missing a recruiter’s call. But, blocking a spam call is also important, as seen by a growing number of female users. Unlike many other mobile phone applications, Truecaller’s data shows that over 35 per cent of its users are women. Considering the app adds around 150,000 new users every day, this number is only set to grow. Not bad for a five-year-old company.

“We are not just speaking to

Knock Knock...TRUECALLER

The caller identification app has come out with its first mass-media campaign featuring actor Nawazuddin Siddiqui, who shares his true story of almost missing a big opportunity. By Sohini Sen

Krishnamurthy & Hola: On the level

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

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‘Kaun Banega Mukhyamantri’ ranks higher than any

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P rior to the launch of its hatchback Kwid, this festive season, Renault has released a ‘sound’ campaign featuring actor Ranbir Kapoor, in

collaboration with music composer AR Rahman. The creatives have been conceptualised by L&K Saatchi and Saatchi, built along the brand’s tagline ‘Passion for Life’.

The upbeat soundtrack composed by Rahman, ‘Re re raftaar’, is accompanied by visuals of Kapoor, starring as himself, driving around - attending a wedding, getting a haircut from a barber who’s a fan, among other things. The ad ends with the brand message and announces that arrival of Kwid.

Charles Victor, national creative director, L&K Saatchi and Saatchi, says, “The brand wanted to connect more with the diverse Indian consumer.

The song captures the soul of the brand, making it far more affable and endearing to the TG.”

It is interesting to note that Kapoor has been associated with Nissan, Renault’s strategic partner, in the past. When asked if this could hamper the brand’s connect with him, Sumit Sawhney,

country CEO and managing director, Renault India Operations, says, “This does not have any bearing on Renault or its strategy. Ranbir’s association with Renault is for the entire portfolio.”

The core TG of the brand is young and progressive Indians who are looking for enriching experiences. The campaign is being launched on television, digital, print and OOH mediums, with specific targeting of top 30 Indian cities. The television-heavy campaign is being aired on 60 channels. In the OOH leg, there’ll be extensive branding on Delhi metros.The campaign continues till mid-September.

Elaborating on the brand philosophy, Sawhney adds, “Right product, right cost and right timing ensure the success of a car. When we launched the Duster in India, we created a new segment in the industry and the response was overwhelming. We expect the same mass appeal with Kwid.”

On the company’s future plans in India, he adds, “We are targeting 5 per cent market share in the next two years by focussing on widening our product portfolio and enlarging dealer network. Renault has laid strong plans for India with technology and design centres.”

BIG STARS, BIGGER IMPACT?

Divyapratap Mehta, founder - InterTwined, finds no strong emotional message or

‘X-Factor’ in the ad. “When you can’t think of a smarter formula, get a celebrity, add a song/ montage and you will surely not fail; but I doubt if you will succeed with such formulaic work,” he says.

Pranav Harihar Sharma, ECD at Rediffusion Y&R observes, “How can ‘Raftaar’ be a brand’s

imagery? It is so generic that it can apply to a bike or a bus, and could also be specific to a super bike or sports car.”

“This ad exemplifies that despite having champions like Ranbir Kapoor and AR Rahman, you can’t have a winner if there is no script and/or idea,” he adds.

[email protected]

Starry AppealRENAULT INDIA

The automobile brand has launched a campaign featuring actor Ranbir Kapoor, with music by AR Rahman, to build affinity for Renault among young Indians. By Aakriti Shrivastava

“The song captures the soul of the

brand, making it far more affable and

endearing.”CHARLES VICTOR

afaqs! Reporter, September 1-15, 2 0 1 58

“Right product, right cost and right timing ensure the success of a car.”SUMIT SAWHNEY

The core TG of the brand is young and progressive

Indians looking for enriching experiences.

Changing one’s mobile connection, finding the network which has coverage everywhere in the country, hassle-free

management of multiple connections and bills are some of the challenges faced by Indians migrating to different cities in the hope of better living, career, and lifestyle. For those who have ‘No Idea’ on how to deal with these issues, Idea suggests switching to its services, through a new 360-degree campaign, led by television.

The TVCs, created by Lowe Lintas and Partners, are part of Idea’s ‘No Idea, Get Idea’ campaign which was rolled out alongside the launch of National Mobile Number Portability (NMNP) service in the country.

As per industry data/TRAI reports, over 131 million subscribers have switched network over the last four years, ever since MNP was launched. Idea has been the top choice of mobile users

opting to switch network, ever since the service was introduced at the intra-circle level in 2011. It has recorded the highest net gain in the industry, with over 14 million subscribers added to the

network till date, informs Sashi Shankar, CMO, Idea Cellular.

In addition to the campaign, Shankar attributes the company’s MNP leadership to its pan-India network coverage, superior customer service, convenient access and a strong product portfolio.

Speaking about the TG for the campaign, Shankar says, “The ‘No Idea, Get Idea’ campaign is targeted at people who move from one city to another and don’t wish to change their mobile number. These would include working professionals who change cities for career growth, students who go out of their native cities for further education and all others shifting locations for any other reason.”

“The concept behind this campaign is to help mobile phone users get access to superior service when they switch cities, at a time when NMNP is a reality. The new ads have the signature Idea feel of being youthful, with a catchy jingle to convey the message in a simple manner,” he adds.

Idea Cellular claims to be India’s third largest national mobile operator, with over 165 million subscribers. It is part of the Aditya Birla Group, which ranks No. 4 globally, and No. 1 in Asia Pacific in the 2011 Top Companies for Leaders (TCFL) study, conducted by Aon Hewitt, Fortune and the RBL Group. It operates in 36 countries, and is anchored by more than 120,000 employees belonging to 42 nationalities.

[email protected]

IDEA

If you haven’t a ClueIdea Cellular’s new ad campaign reiterates the brand’s MNP leadership and suggests migrating Indians to switch to its network for better connectivity and convenience. By Ashee Sharma

After its star-studded public service initiative ‘Right to Pay Tax’, featuring media and

entertainment industry veterans, Quicko, the online financial services portal, has launched its first brand campaign titled ‘Proud to Pay Tax’. The communication has been conceptualised by Scarecrow

Communications and produced by Connect.1, the digital arm of Mukta Arts.

The largely digital campaign, comprising 11 ads, uses the

common Indian phrase ‘mere baap ka hai’ to evoke its audience. While all the ads feature kids, some have a narrative around the misuse of public property, and others are short

monologues. All ads end with the idea, ‘Ye public property mere baap ki hai, because my dad pays tax’.

“We observed that when it comes to enjoying basic public facilities, people behave irresponsibly. When questioned about their behaviour, the standard response is, ‘Yeh public property tere baap ki hai kya?’. This is

where the insight comes from,” says Manish Bhatt, founder-director, Scarecrow Communications.

He adds, “People are largely cynical about paying taxes, which

is why the use of such a phrase was needed to shake their inertia.”

While the campaign seems to address two causes at once, taxpaying and public property destruction, Bhatt explains that the latter is a by-product of the storyline and the singular focus lies on evoking people to pay their taxes.

Vishvajit Sonagara, founder, Quicko, says, “Only 2.89 per cent Indians filed their taxes last year and we wish to change that. We have designed a software that not only makes tax returns filing easy, but our data visualisation and charts help users understand the big picture and finest details in a single experience; thus, enriching the overall process of tax filing.”

The ad will be promoted on YouTube, social media sites like Facebook and Twitter and also on Google ads. The brand has also created merchandise around the campaign, which are available on Freecultr.

[email protected]

Guarding Dad’s SpaceThe financial services website launched its first campaign, ‘Proud to Pay Tax’. By News Bureau

QUICKO

“The new ads have the signature Idea feel of being

youthful.”SASHI SHANKAR

afaqs! Reporter, September 1-15, 2 0 1 51 0

Going truly digital, Sensodyne India indulged in some friendly banter with e-commerce major Snapdeal, to announce

the launch of its toothbrush range ‘Sensodyne Expert’ for sensitive teeth. GlaxoSmithKline’s oral healthcare brand, in a first, announced that its new range of toothbrush will be exclusively launched on Snapdeal.

Sensodyne India initiated the banter, from its official Twitter handle, asking Snapdeal if they had heard about the ‘sensational news’. The e-commerce portal replied cheekily that ‘if anyone knows about sensations, it’s you’.

The Twitter conversation ended with the announcement of an exclusive tie-up between the homegrown digital platform and the global healthcare major.

Meanwhile, the oral healthcare brand, GlaxoSmithKline will also provide Sensodyne Expert Kits free to the first 500 registrations

received on Snapdeal.While exclusive launches are no strange

phenomena in the e-commerce business - with the likes of Flipkart launching mobile handsets and fashion e-commerce players launching

international brands on their platforms - a global healthcare giant launching a toothbrush range is surely a first.

Launched in 2011, Sensodyne is targetted at people with sensitive teeth. Surpassing its competitor Colgate in 2013, Sensodyne was named India’s No.1 ‘dentist recommended brand’ for sensitive teeth last year by TNS, an independent market research firm that surveyed over 500 dentists nationwide.

[email protected]

SENSODYNE / SNAPDEAL

Chatting AwayGlaxoSmithKline’s oral healthcare brand launched ‘Sensodyne Expert’ for sensitive teeth exclusively on Snapdeal. By News Bureau

Zee Media Corporation (ZMCL) has announced its intention to enter into

the English news broadcasting space with the appointment of Rohit Gandhi as editor-in-chief - English news broadcast and related content. Gandhi will be heading the operations, working closely with the business head and revenue resources. He will report to Punit Goenka, MD and CEO, ZEEL.

Speaking on the new initiative, Goenka says, “Venturing into the English news space allows us to extend our presence in the overall news genre across geographies and even in the international arena. We want to launch a news network with an Indian point-of-view for the global audience. With Rohit on

board to spearhead this initiative, we are confident that we will be able to showcase a world-class product.”

Gandhi comments on his joining,

“It is a phenomenal opportunity for me to work with ZEE and Punit. We want to continue on the path of providing in-depth, textured

coverage across platforms to address the ever-changing needs of the global audiences.”

Gandhi brings with him over 23 years of experience across forty countries. He has won many international awards including the Edward R. Murrow, Dupont Award, Emmy, Golden Cine Eagle, Gracie Award and the Headliner Award.

In his previous assignment, he was international correspondent and communication strategist for South Asian International News, prior to which he worked with CBC, CNN, NDTV, BCTV and Global TV, Canada. He has covered many war zones including Afghanistan in 2001 and Iraq in 2003.

Gandhi has also worked on various international field projects in the areas of international relations, politics, socio-economic empowerment, human rights, environment and terror investigation, among others.

He has a Bachelor of Arts (BA) Hons. in Sociology and Anthropology from Delhi University, Masters in Communication and Media Studies from Pune University, and Masters in Broadcast Journalism from Carleton University, Canada.

[email protected]

Global Impact Rohit Gandhi has been appointed editor-in-chief - English news broadcast and related content, effective August 17. By News Bureau

ZEE MEDIA

“We want to launch a news network with an

Indian point-of-view for the global audience.”

PUNIT GOENKA

“We want to continue on the path of providing in-depth coverage across

platforms.” ROHIT GANDHI

The first 500 registrations on Snapdeal will get free Sensodyne Expert Kits.

afaqs! Reporter, September 1-15, 2 0 1 5 1 1

HINDUSTAN TIMES Hindustan Times is soon going to launch the second season of Great Indian Football Action(GIFA) 2015, a four week long tournament to be held across Delhi NCR.The outdoors have been conceptualised in the form of a 3D football stadium with a player in action at the ground at Munirka in Delhi and Gurgaon.

CCreative Agency: The Social Street

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

DR. FIXIT Dr. Fixit has embarked on a branding initiative, as part of which, a complete metro rake (plying on the Versova-Ghatkopar route in Mumbai until September 7) has been wrapped up in the brand’s paraphernalia. Christened as the ‘Freedom Express’, it will portray the brand as the one-stop solution to achieve freedom from leakages.

CCreative Agency: Madison OOH

POSTPICKLE.COMIn the new campaign by PostPickle, a young girl is seen thanking her brother for all that he has done for her. However, she has a unique request for Raksha Bandhan this time around. Her gift would be her brother refusing to use cuss words which imply abuse to any sister. The film encourages brothers to take a pledge on the website.

Creative Agency: Ogilvy&Mather

OOH DIGITAL

TATA DOCOMO In its ‘Har Baar More’ TVC, Tata Docomo tries to tell how one can get ‘more’ value from every Tata Docomo recharge. All that is to be done is, dial *123# and get a list of customised recharges. Get ‘More’ than what you expect every time you recharge on the Tata Docomo network, is what the ad conveys.

Creative Agency: Contract Advertising

MAX LIFE INSURANCEThe new TV campaign emphasises the importance of honest advice, which usually comes from a person who has a genuine interest in one’s welfare. The ad brings alive the central idea of ‘Sachchi Advice sirf apne hi dete hain’ through an engaging story of two brothers playing carrom in their home, where the elder one advises the younger to save money instead of spending it on an expensive phone.

Creative Agency: Ogilvy & Mather

CLOSEUP Friend zoned or not? It all depends on your first move. So lean in, get Closeup and make your first move at the #CloseupFirstMoveParty, is what the latest creative from Closeup says. It also carries a number and a link through which one can get an invite for the Closeup first move party scheduled at Mehboob Studios on August 28.

THE COUNTRY STORE ‘Home to 24 countries, Heart to one’, the latest print ad from The Country Store , effectively lists out various ingredients from different countries that are available at its stores with an Indian heart on the shopping bag as a part of the Indian independence Day celebrations. The creative tries to convey the fact , ‘Even though we think and act international, our heart truly belongs to India.’Creative Agency: Universal Selective

TURTLEOn the occasion of India’s 69th Independence Day, fashion brand Turtle decided to pay tribute to the Khadi artisans of India by bringing out the ‘Weavers Village’ campaign that depicts significant moments of India’s freedom struggle. The art is co-created painstakingly with the Khadi weavers, using a single strand of hand-spun thread.

Creative Agency: JWT Kolkata

TELEVISION

PARRYWAREIn its latest TVC, ‘Special memories need a special place’, Parryware showcases beautiful moments that one experiences while growing up. The TVC aims at focussing on the emotional connect between generations, dovetailing every emotion with the range of Parryware products.

Creative Agency: Dentsu Marcom

PRINT

1 2 afaqs! Reporter, September 1-15, 2015

Kohinoor’s recently launched TVC shows how rice bridges gaps. Impeccably timed in the context of India’s and Pakistan’s

Independence Days, the TVC titled ‘Divided by boundaries, united by love’ was released on the eve of August, 14 on digital media.

The ad which is created by Crayons Advertising, will cater to ethnically Indian and Pakistani audience in the UK and the US. The brand will also release a separate ad in West Asia.

The ad shows two individuals, one of Indian origin and the other Pakistani, working together, oversees. While the two disagree on most things, they find a common link in Kohinoor Basmati rice. The TVC ends with the two dining together.

Ranjan Bargotra, president, Crayons Advertising says, “The insight came from the fact that 60 per cent of basmati rice eaters in the UK are Muslims and our product is being consumed not only by Indians, but Pakistanis as well. So, Kohinoor stands for something that binds the two nations together.”

One may recall that the theme of India-Pakistan friendship is a tested one, which has been used by brands across categories, time and again. Memorable campaigns include Coca-Cola’s Small World Machines, Google Reunion, Aman ki Aasha by Times of India, and recently, Fevikwik’s Todo nahi Jodo.

“This ad stands apart from the category communication where stories start from the household and end on the dining table,” Bargotra adds. Puneet Mahajan, vice president, international marketing, Kohinoor, agrees, “Kohinoor has always set new benchmarks in the category and with this film, it has taken the brand to not just new heights, but beyond borders as well.”

“Without a certain level of uncertainty, a love story won’t sound like a love story. Which is why the India Pakistan story. And what better way to bring in the brand than make it play cupid.” adds Rondeep Gogoi, creative director, Crayons Advertising.

The campaign will release on TV in mid-September on channels like Zee, Sony and Star. It will be extended to other mediums including outdoor, print, digital and radio (in London).

While the ad has an international feel, it was shot in Mumbai’s Lower Parel, informs Anil Jain, producer, Venus Productions, which executed the ad. He adds, “Casting was crucial and the actors needed to look their parts of chirpy Indian boy and elegant, educated Pakistani girl. An international

feel was given to the ad by making it grand yet believeable,” he says.

CLOSE ENOUGH?

Samit Sinha, founder and managing partner, Alchemist

Brand Consulting, says, “I think the advertisement is executed well and will connect with the TG, especially with the relatively newer, first-generation immigrants, as it is highly relevant to them.” He adds, “While this idea may have been used in multiple campaigns, it does not diminish its ability to get noticed.”

Manish Bhatt, founder director, Scarecrow Communication says, “Like a classic love story always works, the India Pakistan coming together theme is similar in that respect.” Bhatt feels that the connect with rice is also apt as it is an essential part of both cuisines, saying, “Kohinoor is a Mughal name, with influences from different cultures, and thus the idea seems like a great fit here.”

[email protected]

The rice brand has just added itself to the list of products that bind Indians and Pakistanis. By Aakriti Shrivastava

KOHINOOR

Common Factor

Remember the Coca-Cola ads which asked people to use Coke bottle caps to make calls? And

Heineken’s famous ‘Travel Roulette’, in which the brand dared travellers in JFK to drop their plans and go on an impromptu trip with them? All these were high on audience engagement and used the humble vending machine to make a point. The most recent vending machine-enabled campaign comes from sports drink brand Gatorade.

In the new ad for Gatorade, NFL pros Peyton and Eli Manning coach kids so they can earn a bottle of Gatorade. As the

young, unsuspecting kids reach out to the vending machine, a poster reminds them of the Gatorade philosophy ‘Sweat It To Get It’. From then on, fun begins with the two brothers making them do workouts, jumps, runs and the works, to make them sweat it out.

However, the film does not show if the kids actually get their hands on the bottle.

The series is a continuation of Gatorade’s last campaign around the same theme and has been made by TBWA/Chiat/Day Los Angeles.

The video, which was uploaded on YouTube on August 18, has fetched a million views already.

[email protected]

Sweat it Out, says GatoradeThe brand’s latest campaign uses vending machines and NFL stars to urge consumers to earn their drink. By Sohini Sen

VIRAL NOW


The series is a continuation of

brand Gatorade’s last campaign.

Mahajan & Bargotra: Glued

THE ADVENT OF 4G WILL MARK A FUNDAMENTAL SHIFT IN THE WAY DATA WILL BE CONSUMED BY AUDIENCES. WITH DATA SPEED NO LONGER A BARRIER, MARKETINGcommunications can look

forward to more creative and

engaging campaigns for both

online and mobile domains.

The app ecosystem which

is already bustling, will gain

more traction and attract

the attention of marketers.

Catching a consumer’s

attention on his smartphone

without intruding into his

personal space would be a key

challenge though.

Associations, partnerships

or co-branding could rise to

grab eye-balls. Exclusive app

launch of products cannot be

ruled out either. Marketers

will be forced to plan

traditional communication

campaigns with the social

media/digital element upfront

rather than doing it as an

afterthought.

IF ROLLED OUT AS PLANNED, 4G COULD TRANSFORM MARKETERS’ APPROACH TO THEIR CONTENT STRATEGY AND MEDIA MIX. IT WILL LET THE AUDIENCE ACHIEVE what 3G could not. OLV (online video) ads were particularly challenged with network limitations owing to disproportionately high load - completion rates suffered because people skipped viewing ads as videos buffered.

4G promises to better the overall viewing experience and improve the volume of video consumption in terms of views and shares. This in turn will boost budgets towards OLV relative to TV.

4G is likely to boost long-form content consumption, including written content. Audiences who currently ter-minate their digital journey at a single interaction on social platforms will be able to tran-sit to further destinations and brand sites.

4G WILL ALLOW US TO REACH THE AUDIENCE IN A MORE CREATIVE WAY AND HARDWARE IS NOT GOING TO BE A ROADBLOCK ANYMORE. ALTHOUGH the fundamentals of advertising remain same, there will be more liberty to use rich media. Secondly, technology based innovation, which has been a miss all these years because of low bandwidth, can be driven by 4G. Integration of online and offline ideas will lead to better use of technology to bring out brand experiences in the offline world using the internet.

Brands may also rethink the way they spend on digital advertising. The money that was earlier spent on acquisition of facebook fans, will now go into creating good content, so there will be a diversion of funds. The billing by digital agencies may also increase, considering the creation of high end content like interactive videos and detailed apps.

Co-Founder, Windchimes Communications

Director, Intex Technologies

Managing Director, ZenithOptimedia

SUSH

IL K

UMAR

3G BROUGHT ALIVE THE CONCEPT OF VIDEOS TO PHONES AND HELPED SPIKE THE VIDEO CONSUMPTION. WITH 4G, WE HOPE TO SEE these videos take on an interactive edge, with aspects of live streaming and 360 degree videos taking shape. Apps like Periscope already let users live stream their feeds and with 4G, we see this picking up heavily. Also, the aspect of mobile gaming is set to witness a definite rise with the connectivity 4G allows.

As a digital agency, 4G will allow us to use heavier content, be it websites, videos, banners or even images, which was not possible earlier. We can now explore interactive experiences and higher quality. It offers us a greater degree of creative freedom to do better things for clients now the ones we weren’t proposing earlier.

Co-Founder, The Glitch

How Will 4G Affect Marketing

Communication in India?Can the imminent rollout of 4G services transform marketing communication in the country?

By Aakriti Shrivastava

1 4 afaqs! Reporter, September 1-15, 2 0 1 5

Television and film production company Balaji Telefilms has announced the launch of ALT Digital Media, a

specialised digital content business wing. The company hopes to monetise the potential of on-demand entertainment on digital platforms by catering to content across mobiles, computers, tablets, smart TVs and game stations.

ALT Digital Media will initially develop content in Hindi and English, and later in other regional languages, all of which will be available on subscription-based and premium ad-supported models to domestic and global Indian audiences. In addition to developing its own platform, ALT is also seeking associations with technology and video distribution platforms.

Commenting on the development, Ekta Kapoor, joint managing director, Balaji

Telefilms, says, “Our foray into the digital space is aligned with our strategic intent to tap into the growing digital video phenomenon, where we bring our unique storytelling strengths to create compelling content and deliver it directly to audiences who are always connected and seek quality, original entertainment in new formats.”

Sameer Nair, group CEO, Balaji Telefilms, adds, “With greater use of handheld electronic devices and the growing 3G/4G Wi-Fi penetration, a spectacular mobile video and ecommerce revolution is underway, dramatically changing consumers and consumption behaviour. For Balaji Telefilms, with its distinct strengths, it is the logical next step to create the next generation of original, exciting fiction content. This foray enables Balaji to not only create and own content IP, but to also build its own consumer base of audiences who seek original content and, in the process, build a strong and valuable B2C brand.”

[email protected]

Viacom 18’s recently launched English GEC, Colors Infinity, has

announced the launch of two shows, ‘iZombie’ and ‘Arrow’. These shows will be replacing ‘Better Call Saul’ and ‘Fargo’, in the line-up, which are reaching the climax of their first seasons.

‘iZombie’, scheduled to begin on August 22 in the 9 pm slot, is an American television series based on the comic book series with the same name. The series is about a girl who turns into a zombie and uses her predicament to her advantage by helping people.

‘Arrow’ brings DC Comics’ character Green Arrow in a video format. Colors Infinity will be airing the third season of the show, starting August 23.

The channel aims to appeal to the neo-urban viewer and open up a wider market by breaking the English language barrier. It was launched on July 31, 2015, and airs fiction and reality shows across genres. Its current line-up includes shows such as ‘Orange is the new Black’, ‘Flash’, ‘My Kitchen Rules’ and ‘Forever’, among others.

Launched in 2008, Colors is Viacom18’s flagship brand in India’s entertainment space. Among its popular shows are ‘Sasural Simar Ka’, ‘Balika Vadhu’, ‘Udaan’, ‘Chakravartin Ashoka Samrat’, ‘Swaragini’, and ‘Meri Aashiqui Tum Se Hi’.

[email protected]


The new shows include season one of ‘iZombie’ and season three of ‘Arrow’. By News Bureau

The channel aims to appeal to the

neo-urban viewers

Digital Storytelling

BALAJI TELEFILMS

Kapoor and Nair: Digital ready

Balaji is foraying into the digital content business. By News Bureau


If it is a brand’s advertising that defines it, OLX is right there at the top coming up with one chartbusting ad after another - almost all of them

memorable. The company, which rolled out its first TVC in 2011, has come a long way, especially with its local language communication line. Some of its most endearing campaigns include ‘Yahan Sab Kuch Bikta Hai’, ‘Badi Badi Baatein’, ‘Phone ko banao ‘Sell Phone’, ‘Keemat bhi kuch keemti bhi’.

The classifieds market (`1,800 crore in 2013 and expected to touch `4,500 crore by 2018, according to a Deutsche Bank Report) is broadly divided into verticals and horizontals. The former specialise in specific segments like real estate, jobs,

matrimony, while horizontal players (OLX and Quikr) follow a marketplace model.

An internal OLX 2014-15 survey - CRUST (Consumer Research on Used Goods and Selling Trends) shows that there are ̀ 56,200 crore worth of used goods in 16 cities. Industry sources put OLX’s ad spend across media channels at `70-100 crore. And this big spending has created some really interesting communication. OLX, which is working with Lowe Lintas & Partners, recently appointed Leo Burnett on a project basis for its digital campaigns. So what went behind the making of OLX and its memorable advertising? We spoke to Amarjit Singh Batra, CEO.

Batra played a starring role in OLX’s success story in India. Prior to joining OLX, he spent around five years with Baazee India (now eBay India) where he played a leading role across category management, global trade, strategic partnerships & ad sales, new businesses, and CSR initiatives. He holds a Bachelor’s degree in industrial engineering and has an MBA from University Business School (UBS), Chandigarh. Batra, who lives in New Delhi with his wife, daughter, and son spends his spare time playing squash, reading, and listening to music. Excerpts:

OLX was founded in 2006 in

Argentina and we entered India in 2009. When we came to India, nobody was able to crack the online classified market. The segment was focused on business sellers and there was no consumer-to-consumer (C2C) market. Owing to the low internet penetration (5-6 per cent), online businesses were looking at a hybrid model where they reached out to the users through sales force, got the content and posted it online.

Unlike in the Western markets, there was no concept of ‘Garage Sales’ in India where people could easily sell their unused goods. Here, people tend to keep buying new products and hoard the old ones.

Therefore, we decided to create a market for online C2C classifieds. The first two years were all about reaching out to different stakeholders, forging partnerships and marketing. But the platform was still at a nascent stage. In 2011, we decided to tell people the reasons for which they should use OLX - and they latched on to it.

In India, our TG was much wider because the decision making on second-hand goods is usually a collective family one.

We decided to take a leaf out of the FMCG style of advertising. Most FMCG ads are in the local language and have amazing taglines like Surf Excel’s ‘Daag Acche Hain’, Cadbury’s ‘Kya Swaad hai zindagi mein’ or Pepsi’s ‘Yeh dil maange more’

We decided to build the brand


We took a leaf out of the FMCG style of advertisingWith one arresting ad after another, OLX has raced ahead of its competitors in terms of creating top-of-the-mind recall among consumers. By Saumya Tewari


JCEOO || OOLX INDIA

SUSH

IL K

UMAR

INTE

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with existing internet users (18-24 years) and also consumers who will come online in the future. All online players started advertising in English and were marketing the spots on English music, movies and news channel. The idea was to tap the internet population watching a certain type of channels. But we decided to buy spots on GECs and executed ads in Hindi. It was a courageous decision and luckily it paid off. Now, every internet brand is following the same path.

Our TVCs are based on insights that come from our users through consumer research. Earlier, our scale was small and now we have a regular research study called CRUST, which helps us track consumer behaviour.

When we started operations, the Indian market wasn’t mature hence we decided to first build the seller proposition. The initial years were dedicated to narrate the seller side of the story. Our ads were comparatively longer than other internet players’. We chose to invest in that.

‘Bech De’ became popular because the link of the term is so strong with OLX. It helps a user recall products he/she can sell on OLX - that’s the power of real advertising. When we started getting requests from users about whether OLX can sell products on their behalf; we realised that we need to show the buying process as well. The buyer centric ads helped immensely in getting traffic on the platform.

In the earlier days, internet users were mostly youngsters (18-24 years) and the natural inclination for us would have been to focus on them. Our first TVC features two young men below 25 years but this section does not have many possessions like a 35-45 year old (who were not on the internet) might have. Hence, we decided to feature both the consumers in our campaigns where sons tried to convince their father to sell old products at home.

The second TVC went on to feature the father convincing his father to sell the old family car. The ad was male centric, which was driven by our bias that internet users then were only males. But we realised that

women are decision makers at home hence we did ‘Badi Badi Baatein’ in 2012. In these ads, the women were instigating their husbands to sell old stuff on OLX. A year and a half later we did ‘Womaniya’ where the women were leading the change and selling products themselves.

Classifieds are for the common man and we have always taken lesser known faces in our communication. Although we made a mark in people’s mind, we were not reaching out to everybody. The creative idea was to let the product itself call out to its buyer or seller.

We thought of either using animation or humour and that’s how Kapil came into the picture. It was a conscious decision to not use him as a traditional endorser but rather as a character. Kapil expanded our reach attracting those who were not even interested in selling anything.

We found that certain key regional markets were contributing 40-50 per

cent to our traffic. Hence, we decided to think locally and

translated the ‘Bech De’ proposition in a variety of regional languages.

We roped in celebrities like

Dhanush (Tamil Nadu), Allu Arjun (Hyderabad,

Andhra Pradesh and North Telangana), Sudeep

(Karnataka) and Mir (West Bengal). We recently executed a campaign with the four. The underlying theme was ‘Purana jayega, naya aayega” as it’s a universal theme of upgrade.

Yes. It is followed by digital, radio, print and OOH. We keep on evolving and do not follow a fixed model.

The transformation happened last year. We have taken the content marketing approach - trying to build a timeless human connection through our digital campaigns. We were being copied by other players (their ads stated Sell Faster on our platform). Digital campaigns are helping us to differentiate from the ‘me too’ players.

We will continue with the humorous campaigns but OLX has also graduated to a more meaningful advertising. Our ‘Keemat bhi kuch

keemti bhi’ series was all about bringing people together. The first campaign in this series was the one where the grandmother sells the dining table because the family never sat together to eat (realising which the family starts eating together). This was a Keemti moment. Post this, we created Little Joys of LIfe, the Kashmir campaign (featuring an army officer and a Kashmiri local).

The latest one is ‘Dastaan’ which narrates the story of partition. The core emotion is of memories. These campaigns have been appreciated and shared on social media. As a marketer, I can spend money but I cannot make consumers like or share ads until it touches their hearts.

In 2009 we launched the OLX app across platforms and created a mobile website. We found that consumers find mobiles easier to use and then we shifted to mobile first marketing strategy and launched “Cell Phone ko banao ‘Sell Phone’”.

Currently, 85 per cent of our traffic comes from mobile and we are touching 2.5 billion monthly page views as compared to a meagre 10 million in 2011. We do approximately 80 million pages a day.

We stopped talking about listings because other players have been quoting wrong numbers. We have User Generated Content (UGC) listings. The biggest category is mobile and auto (used cars and bikes) followed by electronics and home.

We do not talk about revenues. OLX is in 40 countries with a physical presence in 25 of them. India is one of the best performing markets. There are three types of categories we have for countries where we are present - monetising, investing and emerging. India is in the investment category and is the leading market.

Quikr has taken the easy path of B2C listings and faltered on the C2C one. Seventy to eighty per cent of OLX content is unique. Currently, we are monetising through basic ads on the website and we will launch featured listings (placing paid listings on top) this year.

[email protected]

1 9afaqs! Reporter, September 1-15, 2 0 1 5

SHAYONDEEP PALECD, Lowe Lintas

India, as a culture, is not used to buying/selling second hand goods, which is why there is a concept of a kabadiwala. Our major challenge was to communicate to consumers that OLX is functioning in a higher order space than a mere transaction. The Keemat bhi, keemti bhi campaign narrates stories about keemti moments, which cannot be measured in money.

Black Friday in the US generated sales of $1.5 billion; in China, on November 11, the equivalent of Black Friday, Alibaba sold $6.5 billion; Flipkart’s Billion Day sale clocked $100 million. While India has more smartphones than the US, we are only now learning to shop online. Add to this the complexity of non-English interactions on the mobile phone.Which is why I like the simplicity of the OLX brand line: Bech de. OLX has fought a valiant battle, finding newer ways of entertaining viewers while explaining why they need to sell online (‘Puraana jaayega toh naya ayega’). The latest theme, ‘Keemat bhi, kuch keemti bhi’ appears to attempt to own a higher ground that is perhaps too high.

KIRAN KHALAPCo-founder and MDChlorophyll Brand and Communications Consultancy

RAJ DEEPAK DASChief Creative OfficerLeo Burnett

We are working on OLX’s digital initiative

(Daastaan) and it is not a campaign. Under this initiative

people can put up products from pre-1947 partition on OLX with a #Daastaan and consumers from both countries can see it and send them to their owner. The core human emotion here is ‘memories’ and we are telling real stories. While the OLX TVCs are mostly seller based; the online campaigns are focusing on the buyer.

Close on the heels of its new brand overhaul and a fresh content line-up, Zoom

recently adopted a high visibility 360 degree marketing campaign that uses a rich mix of media to target key demographics in focus markets.

As part of this marketing initiative, it wrapped up an entire air-conditioned train - both, exterior and interior - on the ultra-modern Mumbai metro line (plying the Versova-Ghatkopar route) with the channel’s logo, ad creatives and colours. In addition, Zoom also put up over 200 hoardings across Mumbai, Delhi and Bangalore at prominent, high traffic zones and has activated a print campaign across 37 cities. The creatives have been conceptualised by Famous Innovations.

Each day, the Zoom Metro Train does 38 runs between Versova and Ghatkopar, taking the brand across 12 stations. The two-week long campaign, is reaching lakhs of people in the city. The number of footfalls in a Mumbai metro is estimated at around 4 lakh. The brand has taken to various modes of OOH promotions like doughnuts being offered to partners and giving away iPhone6 through a Dubsmash

contest by means of this 360 degree creative campaign.

Shantanu Gangane, head of marketing - Times Now, ET Now and Zoom at Times Television Network, says, “Bollywood is a big driver of our content mix. The idea was to make the communication visually striking keeping in line with the complete brand overhaul.”

Five creatives featuring Kangana

Ranaut were designed keeping in mind Zoom’s youth-focus and trendy content.

During the relaunch of the brand, Zoom designed a song and a music video titled ‘Hotel Zoom’ to drive engagement on social media.

Additionally, the announcement trended nationally on Twitter with #TurnOnZoom. The channel, in order to engage with the internet-savvy generation, also ran a contest wherein the users were requested to sing and record Zoom Anthem on Dubsmash and post the video on Twitter, to win iPhone6.

Zoom tied up with radio stations in 13 cities. These channels played the Zoom Anthem regularly during the period. It also conducted extensive branding in top media agencies to create buzz among media buyers and arranged to send surprise doughnuts on a Monday morning to sweeten their day.

[email protected]

ZOOM

As part of its marketing initiative, Zoom has wrapped an entire air-conditioned train - both, exterior and interior - on the ultra-modern Mumbai metro Versova-Ghatkopar line. By News Bureau


The Outdoor Push

women. Every person out there, with some kind of data, is a potential user for Truecaller. Our ambition is to make the user interface and user experience cut across all devices a user wants to lay his hands on, even an age-old operating system like Symbian,” points out Krishnamurthy.

Krishnamurthy’s plan is to build engagement through the longer digital film and reach the masses through television’s edited version. Radio spots will run in 50 cities for six to eight weeks.

Siddiqui, as the face of the brand is an interesting choice. According to Ashish Chakravarty, national creative director, Contract India, “Nawaz is the voice of emerging

India; his screen presence is magnetic and persuasive. And, the true story of where he has emerged from, the story of a guy who made the most of what life and luck threw up, is compelling. ”

Is the ad effective? Here’s what a few ad guys have to say:

According to Pravin Shah, founder and CEO, Six Inches Communication, “Every TVC has an AHA score. In this case, it’s Nawazuddin, who will lend visibility to the ad.”

However, he isn’t as impressed about the shareability of the video.

Razneesh Ghai, director, Asylum Films, finds the video charming and quirky. Although, on the execution, he notes, “The aesthetics were lacking action and the camera movement could have been more captivating."

[email protected]

Knock...<<

Now that popular restaurant discovery service Zomato has entered the food ordering space with Zomato Order, need food delivery brand Foodpanda

worry? Saurabh Kochhar, co-founder, CEO and global chief business officer, Foodpanda, thinks not. “We have a different scale all together. Other brands will have to ramp up to be able to compete with us,” he says.

Launched in India by Rocket Internet in 2012, Foodpanda currently has 12, 000 restaurant partners and is present in over 200 Indian cities. The brand has an annual marketing budget of around `30 crore. Edited Excerpts.

On the challenges in the food delivery segment:

The biggest challenge continues to be getting restaurants to come online, infrastructure, organising the space and delivering consistent consumer experience. We entered the online space when being a startup wasn’t sexy; that has changed now.

On being threatened by Zomato Order:Well, the market dynamics are moving, but

we’re the largest player, by a significant margin.

On entering the restaurant discovery/review space:

No such plans as of now.

On his acquisition strategy:The basic intention while acquiring a startup is

to add to what we already have, not to eliminate competition. We follow the ‘three Ps’ approach - process, product and people. Our recent partners TastyKhana and JustEat have far more evolved processes and talent than us, and that has added to our capabilities.

On plans to acquire competing brands

TinyOwl and Swiggy: They are just rumours.

On the perils of a discount-driven model:Discounts are a necessary evil used across

industries and offline/online retail. Our focus is on customer experience and building the best platform in the online food ordering space.

On his TG (Our guess is working singles and ‘DINK’ or double-income-no-kids couples):

Sure, they are part of the TG because they tend to be more receptive to new ideas, but our TG goes beyond these two groups. The idea is to bring convenience to the process of food ordering. We are trying to break the stereotype that the e-commerce space is only for DINK couples and the upwardly mobile.

The restaurant industry is worth around USD 50 billion, and 30 per cent of it comprises the section that orders at home. So it cannot include just DINK couples.

Food ordering takes place under two moods - ‘experimentative’ and ‘comfort’. If you know what you want to order or want to repeat an order, it should not take more than 30 seconds. That’s our promise to our TG.

On his recent mass media campaign #DontCallJustInstall:

We have more than 200 million users in India who access the internet mostly through their smartphones. We have to be there on their phones in order to be top-of-mind. This was our fourth campaign on television.

On his user base:We have recorded two to three million

downloads, across platforms. As far as ‘dormant’ app downloads are concerned, well, food is a

‘high frequency’ category; one must have three meals a day. We have noticed that

an average customer eats ‘outside food’ once or twice a week, and mostly

they do so in the comfort of their home.

On his target markets:We have received an

overwhelming response from tier I and II cities. Recently, cities like Coimbatore and Vizag have surprised us.

On being an entrepreneur: Once you turn an

entrepreneur you kind of do away with sleep! There is a lot

you want to do for the team, the ecosystem, and for society at large.

[email protected]

SAURABH KOCHHAR> CEO, FOODPANDA

“The biggest challenge is getting restaurants to come online”

Foodpanda’s CEO believes they are on another level when it comes to competition. What else? Excerpts from an interview. By Saumya Tewari



JAGRAN DIGITAL AGENCY AWARDS: MINDSHARE WINS ‘THE BATTLE OF DIGIES’

At the second edition of the Digital Agency Awards, Mindshare India made it big with four golds, two silvers and the ‘best digital

agency of the year’ award.

The second edition of Digital Agency Awards (DAA), held at Crowne Plaza, Gurgaon, on August 21, witnessed an

overwhelming industry response with over 80 agencies sending more than 1000 entries to compete in ‘The Battle of Digies’.

The awards seek to celebrate and honour the best digital agencies of the year, based on an evaluation of their whole body of work, and not a one-off campaign, by an expert jury. The jury this year comprised professionals from across industry categories. The panel included Sukirti Gupta (CEO of MMI Online, Dainik Jagran), Gulshan Verma (General Manager, SEA & India, Outbrain India), Vidyadhar Kale (Head of agency, Facebook), Sheran Mehra (Head - Group Strategic and Marketing communications, DBS Bank), Nimesh Shah (Head Maven & Co-founder, Windchimes Communications), Kunal Arora (National Director - Edelman Digital), Hemal Panchamia (Marketing Head - Fastrack), Rajiv Dingra Founder & CEO - WATConsult and Pratik Gupta (Co-founder, Director - New Business and Innovation, FoxyMoron).

This edition of the awards was sponsored

by Jagran.com, Outbrain, Jameson and Job Switch. Keeping in mind the challenges and opportunities that exist in the digital industry, four more categories - Mailer/e-mails, Content Marketing in Digital, Digital PR and Search - SEO/SEM - were added to the existing seven (Display, Website, Viral Marketing, Social Media, Mobile, Apps & Integrated). Besides these eleven categories, an exclusive award for the Best Digital Agency of the Year was also given out this year to an agency for the most effective and creative use of digital and social media across various categories (five or more).

The star of the awards show was Mindshare India which won four Golds, two Silvers and the Best Digital Agency of the Year award. Among other agencies that made it big were PHD India (two golds and one silver) and Interactive Avenues (one gold and four silvers). Jack in the Box, WATConsult and Quasar Media won a gold each.

The evening was marked by a special dance performance by ‘India’s Got Talent Season 2’ finalist, Aasma Dance Company.

This edition of the awards was sponsored by Jagran.com, Outbrain, Jameson and Job Switch.

21 AUGUST, 2015CROWNE PLAZA, GURGAON

ALL THE WINNERSCATEGORY GOLD SILVER BRONZEAPPS Mindshare India WATConsult The Glitch

CONTENT MARKETING IN DIGITAL Jack in the Box PHD India WATConsult & Propaganda India

DIGITAL PR Mindshare India Interactive Avenues -

DISPLAY WATConsult Mindshare India FCB Ulka Digital & Isobar

MAILER/E-MAILS - - Spicetree Design

MOBILE PHD India Interactive Avenues Mindshare India

SEARCH-SEO-SEM Interactive Avenues Mindshare India Neo@Ogilvy

WEBSITE Mindshare India WATConsult HEPTA

VIRAL MARKETING PHD India Interactive Avenues Mindshare India

INTEGRATED Mindshare India Interactive Avenues Isobar

SOCIAL MEDIA Quasar Media The Glitch Jack in the Box

BEST AGENCY OF THE YEAR - MINDSHARE INDIA


JAGRAN NEW MEDIA: Jagran New Media, is the group’s Digital Division which offers Web, Text/ Voice-based value added services and products. The Jagran internet portfolio has 10 portals across genres like news, education, blogging, gaming, health, classifieds, youth and videos. The division offers products & solutions to the consumers and corporate customers including services that range from web based advertising solutions, permission based content sales, contesting and utility based services like Digital Classified Platform. The corporate solutions include be-spoke solutions for enterprises based on the need of a business and Brand specific lead generation solutions and recall centric solutions. Jagran New Media, with over 8.5 mn unique users, is one of the leading digital media platforms in the country.

Jagran New Media Highlights:

India’s No.1 Education website: Jagranjosh.comIndia’s No.1 Hindi News website: Jagran.comIndia’s No.1 Health Portal: onlymyhealth.comJagran New Media - Details on Individual Portal

OUTBRAIN: Outbrain (www.outbrain.com) is the world’s largest content discovery platform, bringing personalized, relevant online, mobile and video content to audiences while helping publishers understand their audiences through data. Outbrain serves over 190 billion personalised content recommendations every month and reaches over 557 million unique visitors from across the globe. Outbrain’s expansion to some of the web’s largest global properties is a reflection of its rapid growth and its successful innovations in supporting a new era of digital publishing.

Top-tier premium publications that currently leverage the Outbrain platform globally include: CNN, Le Monde, Fox News, The Guardian, Slate, The Telegraph, New York Post, ESPN, South China Morning Post, Sydney Morning Herald, The Straits Times, Sky News and Time Inc. In India, Outbrain counts among its network of premium publications India.com, The Hindu, ESPNcricinfo, Indian Express, ABP Live, Financial Express, MTV India, ScoopWhoop, Sanjeev Kapoor, StoryPick, MissMalini, fossBytes and Network18.

Founded in 2006, the company is headquartered in New York with a presence in a growing number of locations globally, including the U.S., UK, Israel, Singapore, Japan and Australia.

Follow @Outbrain on Twitter: https://twitter.com/Outbrain

A B O U T T H E S P O N S O R S


Mindshare India bags the Best Digital Agency of year (2015) awardAasma group performing at the awards

Content Maketing in Digital - Jack in the Box bags the Gold

Interactive Avenues receiving Silver in Viral category

Isobar winning Bronze in the Integrated categoryThe Glitch receiving Bronze in the Apps category

Mindshare India - Dancing away with the Gold in Website category

WATConsult bagging Gold in the Display category


HEPTA winning Bronze in the Website category

Interactive Avenues bags Gold in Search - SEO/SEM category

Minsdshare India bags Gold in Digital PR category

PHD India winning Gold in the Viral Marketing category

Quasar winning Gold in Social Media category Yet another enthralling performance by the dance troupe

S P O N S O R S

Beverage Partner Talent PartnerContent Marketing Partner

All p

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s by

Sus

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umar

Over a cup of green tea in a Loksatta-branded mug, George Varghese, CEO, The Indian Express,

talks about what digital is, and can be, for his brand.

The paper is projecting digital revenues of `24 crore this year. In the first quarter of the current financial year the paper recorded a bottomline of `2.2 crore, on digital; last year, the annual bottomline was `2.4 crore, on the medium.

On its website, The Indian Express claims to have 30 million unique visitors and 108 million page views per month. The Indian Express app has been downloaded over four lakh times. Edited Excerpts.

On ‘The Intelligent Indian’, his core TG...

These are knowledge-seekers who want different points of view and want to understand the relevance and context of news. For them, news is not trivia. The intelligent Indian exists across demographics. It’s a myth that young people do not want to get into depth.

Historically, Indian Express, unlike its rival brands, hasn’t enjoyed an impenetrable ‘for-tress’ in any region. Is the border-less realm of digital your way around this problem?

It’s an opportunity.Digital gives us a great platform to

reach out to our TG, across regions. Many youngsters - digital natives - got exposed to The Express on digital first. Digital is helping us make more people aware of what Express stands for. So yes, you’re absolutely right, digital is an opportunity to not get restricted by geography.

On monetising digital...It is a challenge, but significant

profits are coming from digital. Is digital going to cover all our costs

and then be profitable? Maybe not. Today, digital doesn’t provide that kind of revenue. But over time, it will.

There’s no incremental cost that we’re putting into digital. And adver-tisers are coming in. We’re working on creating more digital inventory and generating more page views. That is the principal source of rev-enue on digital. As we get more mature, one or two years down the line, we’ll have more sources, but today, it’s largely dependent on the page views.

With digital, it’s very easy to get caught up in the page views game, isn’t it?

That’s the challenge.Our digital function is led by

Anant Goenka, our chairman Viveck

Goenka’s 27-year-old son. One day, he is going to run the paper; that’s why he has a larger perspective. If I had a 27 year-old who is not part of the larger group running the digital front, there might have been con-flicts, because he would have had a different set of priorities.

On the type of advertisers digital attracts...

Builders, financial institutions, the travel industry... we’ve got a great response from airlines too.

In print, over the past year, we have seen major growth in FMCG advertising. Real estate is doing well. The financial segment has been under-performing but we’re opti-mistic that it will open up over the next year or so.

On his sub-brands...We’re not dependent on any

one publication for our revenue; it comes from The Indian Express, Loksatta and Financial Express, in that order. Express is providing maximum profit for us. But, over the past year, the big jump in rev-enue has come from Loksatta - it is our fastest growing brand. It has got a huge response from advertisers. As a group, we haven’t leveraged the strengths of Loksatta as much as we should have. We’ve started doing this. The time people spend with the Loksatta, as compared to any other newspaper, is almost two and a half times more.

On the role of the newspaper editor...

In Express, editors are always larger than life. But editors come, editors go. The newspaper remains the same. I don’t think individuals make institutions, especially institu-tions like ours that have so much heritage and history. The values of this institution come from its found-ing fathers. In this newspaper, I don’t think any individual coming or going makes any difference.

On completing two years as CEO of The Indian Express...

It’s like being on a mission. Unlike most newspapers, where the objective is to make profits and more profits, here the biggest objective is to be true to the values we stand for. And while doing that, ensuring financial viability is the biggest challenge.

You worked with Indian Express during 1988-98. On then and-now...

Newspapers were much ‘larg-er than life’ back then; they got a much larger, more significant share of the advertising pie then. This share is shrinking. Digital is growing. Television is much bigger today than what it was then. Today, one has to learn to live - and stay relevant - in this new ecosystem.

Breaking news is no longer the prerogative of - or differentiator for - newspapers. Newspapers, in the way they used to be, are dead. Newspapers have to evolve.

[email protected]

GEORGE VARGHESE> CEO, THE INDIAN EXPRESS

“Digital is an opportunity to not get restricted by geography”


George Varghese talks about The Indian Express projecting digital revenues of `24 crore this year, and more.By Ashwini Gangal

Many youngsters got exposed to

The Express on digital first.

FOTO

CORP

DDB MudraMax North has brought on board senior members in the activation, out-of-

home (OOH) and media teams, at the company’s Gurgaon office.

Pushpendra Singh (Pushpi) has been roped in as senior vice president, DDB M u d r a M a x - O O H and experiential. Arijit Chakrabarti, who comes on board as general manager will be responsible for data, insights and strategy for DDB MudraMax including its media/digital offerings. Also, Bhuwan Pandey has been brought on board as general manager to focus on driving efficiencies and partner relationships.

Hakuhodo Percept has appointed Saurav Dasgupta as creative director. He joins from Rediffusion Y&R where he was senior creative.

Dentsu Creative Impact, the flagship creative division of Dentsu Aegis Network, has roped in Sundar Iyer as ECD, copy, while Arvinderjit

Singh and Hindol Purkayastha have been brought on board as vice presidents, account management. Shveta Singh has joined as vice president, planning.

Lowe Lintas has named Shayondeep Pal to head the creative offering of its New Delhi office. Pal takes

over from Shriram Iyer, who was recently named NCD, Mullen Lintas. Pal will report to Arun Iyer, CCO, Lowe Lintas.

Bates CHI&Partners has named PK Anil Kumar as its executive creative director and Mumbai creative head. He has around 19 years of work experience across agencies such as RK Swamy BBDO, McCann Erickson, Triton and Minority.

The Social Street has launched its branded content and entertainment division. Pamita Seth has been roped to head the practice. Seth’s expertise lies in branded content, campaign creation, media, marketing, brand solutions, partner engagement and intellectual properties.

Mullen Lintas, the recently launched creative agency of Mullen Lowe Lintas Group, has appointed senior management teams across cities. Ekta Relan has been appointed senior vice president and planning head, national brands and Garima Khandelwal has been brought on board as executive creative director.

Based in Mumbai, Relan’s mandate will include leading the strategic planning function across offices and brands for the agency. Khandelwal, based in Mumbai, will drive the creative function on core brands for the agency.

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

Lenovo India has announced

the appointment of Shailendra Katyal as director - e-commerce, strategy and analytics. In his new role, Katyal will oversee strategy and execution for the e-tail segment, as well as Lenovo’s own

online store. He will report to Rahul Agarwal, managing director, Lenovo India. Katyal will also represent Lenovo Asia Pacific to build the right online strategy.

Jethabhai P Patel has been elected as the chairman of Gujarat Cooperative Milk Marketing Federation (GCMMF) after a unanimous vote. The election was conducted by the deputy collector, Anand, in presence of 17 members who are chairmen representing their district milk unions in the state. With this election, GCMMF has maintained its tradition of unanimous election of its chairman, since inception in 1973.

ADVERTISING MARKETING


GARIMA KHANDELWAL

ARIJIT CHAKRABARTI

SUNDAR IYER

ARVINDERJIT SINGH HINDOL PURKAYASTHA

SHVETA SINGH

SHAILENDRA KATYAL

JETHABHAI P PATEL

Mi c r o b l o g g i n g site Twitter has

brought Viral Jani on board as the head of TV partnerships for India. Jani moves in from Times News Network. At Twitter, he will head strategic collaborations with TV channels.

He will be based at the website’s Mumbai office.

Hike Messenger has announced the appointment of Vidur Vyas as VP - marketing to spearhead Hike’s marketing initiatives, brand positioning and strategic alliance. The company has also brought on board Sumit Mehra as

studio head, and he will be responsible for driving game strategy, development and production. Vyas and Mehra will report to CEO and founder, Kavin Mittal.

M a n h a t t a n Communications India has brought on board Dipanjan Purkayastha

as director. He was the co-promoter and president of cloud automation startup A2Zapps.com.

H o u s i n g . c o m has announced the appointment of Jason Kothari as its chief business officer and member of the operating committee, to drive its overall strategy and growth in India. Kothari, was the co-founder and CEO of Valiant Entertainment.

Snapdeal has appointed Viraj Chatterjee as vice president, engineering. In his new role, Chatterjee will lead the

technology development solutions to enrich the overall seller experience on the platform. Prior to his appointment at Snapdeal, Chatterjee spent 16 years at Adobe Systems, where he most recently served as director, engineering.

DIGITAL

VIRAL JANI

VIDUR VYAS

VIRAJ CHATTERJEE

JASON KOTHARI

EKTA RELAN

Post: Web designer and developerCompany: Helvetica Advertising Pvt Ltd Profile: HTML5, CSS3, JavaScript, JQuery, Bootstrap. Should be able to design good UI/UX for websites and graphics (including banners, advertisements, info graphics, illustrations, images, logos and brochures, etc) knowledge of PHP, Word press or other Web/E-commerce Design and Development frameworks is preferred.Exp: 3 to 4 yrs. Location: New DelhiEmail: info@helveticads.com.............................................................Post: Manager – PRCompany: India News Communications LimitedProfile: We have an urgent opening for Manager (Public Relations). The candidate must have at least 5-6 years of experience in the PR field, working with PR agency of repute. The incumbent should have excellent written and oral communications skills, good strategies planner along with outstanding media relationships. Exp: 5 to 6 yrs. Location: NoidaEmail: hr@inclgroup.com.............................................................Post: Graphic DesignerCompany: 2 pi communicationsProfile: Create designs, concepts, and sample layouts, based on knowledge of layout principles and esthetic design concepts.Determine size and arrangement of illustrative material and copy, and select style and size of type. Confer with internal clients to discuss and determine layout design.Exp: 2 to 3 yrs. Location: MumbaiEmail: upendrra28@gmail.com.............................................................Post: CopywriterCompany: Quotient Communications Pvt. Ltd. Profile: Simply put - Thinking up great ideas and bringing them to life with the power of language. To give you a slightly more specific idea, there will be campaigns to conceptualize, headlines to be written, body copy to be crafted and

presentations to be created. All with that unique touch that makes the good, great. Exp: 0 to 3 yrs. Location: MumbaiEmail: team@quotientcomm.com.............................................................Post: Group Account Manager - Digital (Pune)Company: Paradigm Plus Marketing Communications Pvt. Ltd. Profile: Responsibly retain and grow the set of clients given. Identify, strategies and pitch for potential clients Ensure clients meet their communication objectives through effective digital campaigns Lead a team of Account Executives. Drive clients’ business through innovative and strategic planning.Exp: 5 to 8 yrs.Location: PuneEmail: jobs@paradigmplus.in.............................................................Post: Account Manager- Business DevelopmentCompany: Adsyndicate Services Pvt LtdProfile: A self-driven, dynamic and motivated individual with excellent communication skills, who is passionate about seeking new opportunities and converting them into clients.Exp: 3 to 4 yrs. Location: New DelhiEmail: hr@adsyndicate.in.............................................................Post: Cretaive / Content WriterCompany: Tree Advertising Pvt. Ltd.Profile: Understanding a brief and being able to translate it into concepts that are pictures paitned with words. Should be able to work across mediums namely Films, Print and DigitalExp: 1 to 2 yrs.Location: MumbaiEmail: careers@treeindia.net.............................................................Post: Account Manager - Client ServicingCompany: Infinium India GroupProfile: Works proactively to provide client business communication needs with the greatest amount of added value by day to day client followup. Receives client briefings, and analyses the

input of client together With background knowledge, research, field feedback etc. to produce Creative brief for the Creative & Media team. Writes Business proposals to help close new business, attending clientExp: 4 to 5 yrs. Location: JodhpurEmail: hr@infiniumindia.com.............................................................Post: Client servicingCompany: Geek Creative Agency Profile: Understands impact of industry & trends on client Should be driven by processes and documentation with a tracking system for each job Is a digital native – proficient in the use of social media for brands.Exp: 1 to 6 yrs. Location: BengaluruEmail: apoorva.j@wegeek.biz.............................................................Post: Client Servicing DirectorCompany: Marching Ants Adv. Pvt ltd.Profile: 5 years + experience in a reputed agency Good with MS Office (Word, Excel and Power-point) Willingness to learn and grow with the organization Command over the English language Ability to handle clients independently with proper planning.Exp: 5 to 7 yrs.Location: MumbaiEmail: ljobs@marchingants.net.............................................................Post: Jr. & Sr. Art directorCompany: Thought Bubbles Profile: Should have a strong sense of design. Should have worked and be comfortable with software to handle a good volume of work, fast. Portfolio must have a lot of print work and creative ideas. Exp: 2 to 5 yrs. Location: ChennaiEmail: careers@thoughtbubbles.in.............................................................Post: Social Media ExecutiveCompany: Grasshoppers India Pvt. Ltd.Profile: Planning & Implementing Social Media Strategies on various social networks [Facebook, Twitter, Youtube, Linkedin, Pinterest, Google+ Instagram etc.] Running

Social media Ad campaigns on the above platforms Develop fresh content & ideas to help brands achieve their digital media objectives Building relations with Online Influence-rs Exp: 2 to 3 yrs. Location: New DelhiEmail: info@thegrasshoppers.biz.............................................................Post: PR ManagerCompany: AIM High ConsultingProfile: The PR Consultant would be responsible for a set of accounts, mostly startups, wherein he/she would drive a dedicated team of senior and mid-level executives to create thought leadership for the clients. He/She would be working closely with CXOs and top management of startups in shaping their image among stakeholders.Exp: 5 to 8 yrs.Location: Bengaluru, Mumbai, New DelhiEmail: [email protected].............................................................

2 9afaqs! Reporter, September 1-15, 2 0 1 5

TO ADVERTISE, CONTACT:

Abhilash Singh Ph: 09999989454

Email: [email protected]

Sumeet Chandiramani (Mumbai)

Ph: 09820590172 Email: [email protected]

[email protected]

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The Raymond Group Company, JK Helene Curtis, that markets Park Avenue’s deodorants, has released a new marketing campaign titled ‘Always Fresh, Always On’, for the range. This is the first time a celebrity brand ambassador has made a case for Park Avenue

deodorants on mass media. Crafted by Publicis, the campaign features Bollywood personality Farhan Akhtar.

The objective is to position Park Avenue Deodorant as a brand that offers freshness that outlasts the day. The ‘8 hour freshness lock’ promise is promi-nently displayed on the new packaging. Design firm Wow Design h a s worked on the new bottle. The price stays unchanged - `195 for a 135 ml (100 gm) bottle.

Around eight to ten per cent of the brand’s annual revenue has been ear-marked for this overhaul. The team is hopeful the effort will generate new trials for the brand.

“The product formulations have undergone a huge change. We’ve increased the fragrance concentration by 20-40 per cent,” shares Ashok Namboodiri, business director, JK Helene Curtis, and former Britannia hand.

Edited Excerpts from an interview with Namboodiri.

On the category:In the deodorant category, over the last few years, it

has essentially been all about one standard conversation with the consumer... the ‘night time’ story - spray, step out, attract the opposite sex. Our story is about being prepared, being ready to take on any new challenge that life throws at you.

While the deo market in India has seen explo-sive growth, Chapter One of that story is over. Chapter Two is going to unfold now... Deos can play a bigger role in the life of a man.

On the evolution of the market:To a large extent, what we call ‘deodorant’ is

often a surrogate for perfume. That’s how the consumer has decoded the category so far.

In developed markets, deodorants are used more for ‘body odour management’, after a workout, or before work, and not just for even-ing/night time application or as something you spray before you go to a party.

In our market, the codes are now begin-ning to change. People are realising that body odour can be detrimental to their career pro-gression. The deo category is evolving and

moving away from being ‘an equivalent to perfume’.

Over the last couple of years the deo category has developed a ‘value’ connotation. The whole ‘gas-no gas’ conversation, for

instance, is all about saying, ‘Here I am; I offer more value’.

On the packaging:Packaging needs to be handled with a lot of expertise and care. A

sudden, jerky change in packaging can lead to disastrous results. There is science to it.

Given the amount of clutter on the shelf, an increased number of variants and growing competition, one of the roles that packaging needs to play is to facilitate consumer navigation at the retail level.

On his TG, the ‘discerning’ consumer:We’re looking to increase our appeal among younger consumers

- young in terms of age and sensibility, who make informed choices.

On rising up the deo ranks:This is not going to be a game of being No.1,

No.2 or No.3. For us, the strategy has to do with my choices in terms of where and how I intend to play on my distribution, on picking the outlets, on how - within the same outlet - I can out-execute someone who has got more financial muscle...

On his distribution strategy:By and large, deodorant is an urban phenom-

enon; the category has not penetrated regions beyond the top 50-60 metros in the country.

We select our outlets very carefully. Instead of the carpet bombing approach; it is more important to be available in the right outlets. The unique thing about the deo category is the skew; the ‘80:20 rule’ applies here. So in this category, a small number of outlets contribute to a large chunk (of sales).

On store formats:Modern format retail is a significant channel,

both in terms of product availability and engage-ment with the consumer. Modern trade is a channel

as well as a medium... we’ve worked very hard at step-ping up on this front.

When it comes to general trade, we look at the upper end. We have picked and chosen larger format depart-

mental stores and standalone aisles at supermarkets. [email protected]

ASHOK NAMBOODIRI> BUSINESS DIRECTOR, JK HELENE CURTIS

“The deo category is moving away from being ‘an equivalent to perfume”


Armed with a celebrity endorser for the first time, Park Avenue goes to market with its revamped deodorant range. By Ashwini Gangal

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Source: TNS research 2015

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