the story behind paytm's marketing…

`100August 1-15, 2016 Volume 5, Issue 4

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TE-A-ME

Tea for Trump 18

SHOPCLUES

Merchant’s Paradise 30

RED FM 93.5

Retro Time 30Street photography and 1,000 photos.

Smile PleaseHIMALAYA

A Pizza Burger now. How are these decisions taken?

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Mixing it Up?DOMINOS

The Story behind Paytm’s Marketing…

INTERVIEW

… as revealed by Vijay Shekhar Sharma, founder and CEO.

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editorial

Volume 5, Issue 4This fortnight...EDITOR

Sreekant Khandekar

PUBLISHER Prasanna Singh

EXECUTIVE EDITOR Ashwini Gangal

PRODUCTION EXECUTIVEAndrias Kisku

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What am I going to ask him?” I asked my boss nervously, when we decided to interview Vijay Shekhar Sharma, founder and CEO of Paytm, and put him

on the cover of this issue. Not that there’s any dearth of questions to throw at a successful entrepreneur who runs a hot, young brand like Paytm, and has a rags-to-riches story to tell.

The hassle was – there’s already so much literature around this spunky 37-year-old on the internet; asking him to go over his early day struggles and the lessons therein, all over again, was not the best idea. And he’s not the kind of interviewee who dodges tough questions. So any ‘big reveal’ we could’ve hoped for, was already done.

(There’s a flipside to having so much pre-interview material at one’s disposal, though: By the time I met him in the flesh, I felt like I already knew Sharma well. Heck, there’s a YouTube video of him doing bhangra – during an interview!)

So anyway, back to the problem. After thinking long and hard about how I could swing a fresh, readable piece with an over-interviewed businessman who has no qualms breaking into a jig on cue, the solution appeared – Stay true to the DNA of this publication and ask him about media and advertising. “Let’s do this the afaqs! Reporter way,” we decided.

We asked Sharma about his involvement in the advertising process and guess what – turns out, he’s as obsessed with Paytm the brand as he is with Paytm the business. He is finicky about things like the copy – (Psst, he claims he writes it himself. Must ask Prasoon Joshi, boss man of Paytm’s agency McCann, whether that’s true) – and the logo.

The moment of truth for Vijay is when a person, mobile in hand, has to choose between the cash-on-delivery, plastic money and mobile wallet options. “Everything that leads up to this moment,” he insists, “is marketing.”

`100August 1-15, 2016 Volume 5, Issue 4

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‘Paris’pur and ‘Rio’ganj the new destinations

Style QuotientAMAZON

PLUSMYNTRA

Acquisition Time 12

TE-A-ME

Tea for Trump 18

SHOPCLUES

Merchant’s Paradise 30

RED FM 93.5

Retro Time 30Street photography and 1,000 photos.

Smile PleaseHIMALAYA

A Pizza Burger now. How are these decisions taken?

20

Mixing it Up?DOMINOS


INTERVIEW


6 26

24

CONTENTS

Ashwini [email protected]

5afaqs! Reporter, August 1-15, 2 0 1 6

A new campaign, ‘Life gives you tough choices’ promotes the coverage of Hotstar’s online video platform with an eye on the Olympics.

An affordable platform makes TV accessible with a phone.

DITTO TVPocket-friendly

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TITAN SKINN

Aromatic AffairTitan has rolled out its first all-French television advertisement #BornFrench.

Painting the roads a safe colour.

Cheering Indian athletes heading for Rio.

34

38CHEVROLET Safe Drive

HOTSTAR

Problem of PlentyTATA SALT Mission Olympics

People often tend to judge others by their appearance and sartorial choices. This held

true earlier, especially for people hailing from Tier 2 and Tier 3 cities and towns in India. One look at their choice of clothes, and they were branded as small-towners. But, with the advent of international fashion brands on the Indian landscape, perceptions have changed and sartorial differences are no longer as pronounced.

Woven around this thought is online marketplace Amazon’s latest 360-degree campaign titled ‘Citizens of Fashion’, created and conceptualised by Ogilvy & Mather Bengaluru, and directed by Arun Gopalan of Storytellers Productions. The campaign consists of two ad films shot in Varanasi at Raiganj and Kamlapur which would be quite unknown and nondescript to viewers at first. These places have shot into the limelight, thanks to the Amazon smartphone app.

Commenting on Amazon’s latest campaign, Azazul Haque, executive creative director, Ogilvy & Mather, Bengaluru, says, “Fashion belongs to everyone - it belongs to those who live in Paris, and to those who live in Banaras. All you require is the desire to look stylish and fashionable. Amazon Fashion wanted to celebrate these citizens of fashion who live everywhere - in small towns, and in big cities. Amazon Fashion wanted to become the destination for anyone who seeks the latest style and famous fashion brands online.”

He adds further, “From such a brief emerged the idea of showcasing

and celebrating stylish, fashionable people from every nook and corner of our nation, from Mumbai to Kanpur, and from Delhi to Patna; anyone who is a citizen of fashion picks his labels from Amazon Fashion. The idea was to make brand Amazon Fashion edgy, yet relatable, fashionable, yet mass. Hence, ‘Paris’pur and ‘Rio’ganj — people who are fashionable, yet earthy. It is this contrast that the campaign brings out — the common masses of India from ordinary and relatable backgrounds, dressed in high fashion clothes, people who turn Kamlapur to ‘Paris’pur and Raiganj to ‘Rio’ganj — people who are the citizens of fashion.”

It is the Amazon smartphone app that helps non-metro city dwellers turn into ‘Citizens of Fashion’, as seen through the course of both films

which are 40 and 45-seconds long, respectively. The films point towards updated style and fashion preferences of people in non-metro cities. The 360-degree campaign was leveraged across the brand’s digital, print and out-of-home (OOH) platforms.

Kiran Ramamurthy, senior vice-president, Ogilvy & Mather, Bengaluru, shares, “The concept of ‘Citizens of Fashion’ comes from the fact that the fashion aspirations of the Indian consumer is today truly global, irrespective of where the consumer comes from. And, Amazon is a great enabler, getting the best of fashion brands to these

consumers in a friction-free manner. Arun Sirdeshmukh, head,

Amazon Fashion, informs, “Amazon Fashion is one of the fastest-growing stores on Amazon.in, with a wide selection of over two million fashion products available across categories. Our fashion store has now become a one-stop destination that offers engaging fashion editorials, curated selection, and a wide range of top national and international fashion brands. The new campaign reinforces our transformation vision in India as we bring the latest and exclusive in fashion to the doorstep of our fashion-savvy customers across the country, including Tier 2 and Tier 3 cities.”

FASHIONABLE ENOUGH?Saji Abraham, executive director,

Lowe Lintas, finds the campaign to be interesting, as well as a well-executed one.

“While the campaign shows a semi-urban setting, I think it may

appeal more to the urban consumers. As for targetting the next Tier 2 or Tier 3 cities, it is essential to do that as the growth will come from there. The campaign definitely drives home the point that there is high fashion available on Amazon,” he says.

But, Abraham isn’t sure if this is the right campaign to get Tier 2 and Tier 3 consumers as “the imagery, and the concept may be pitched a bit too high.”

Arun Sharma, executive planning director, Hakuhodo Percept, finds the musical and lyrical expressions to be more powerful than the visual execution which seems “trapped in

cliches and unlikely to be memorable”.He is of the view that Amazon, in

its true form, has stuck to its category’s leading codes by having identified a category level insight, finding a colloquial phrase for it, saying it through music, and ending it by having made it a part of the language. Here, the message being conveyed to the youth is clearly to make every street and every city fashionable. “Raiganj ko bana de ‘Rio’ganj” would catch on if propagated through films and music. It has the power to become an equivalent of ‘Selfie Le Re’,” Sharma says.n

[email protected]

advertisingAMAZON

Amazon’s latest 360-degree campaign is created by Ogilvy & Mather, Bengaluru

When Amazon turned Kamlapur into ‘Paris’pur and Raiganj into ‘Rio’ganj... the urban and rural divide got omitted, by the fashionistas. By Aditi Srivastava

Sirdeshmukh (above) and Ramamurthy: citizens of fashion

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

Style Quotient

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Titan, the popular watch brand, has rolled out its first all-French television

advertisement #BornFrench, for Skinn, Titan’s perfume brand with its range of exquisite French fragrances. The four week-long campaign that commenced on July 15, will go on until August 11.

The television campaign depicts a flirtatious banter between a man and a woman at a perfume store where each tries to woo the other through the power of French scents (Raw and Sheer fragrances) in an intriguing and mesmerising sort of way. The 30-seconder created by Ogilvy & Mather, Bengaluru, and produced by Good Morning Films, was initially aired without any subtitles. That added to the surprise element even as it tried to establish a French connect. Later, the same TVC was aired as a 50-seconder with English subtitles.

The brand had launched its first TV campaign conceptualised by J Walter Thompson in 2014 with two

ad films — Titan Skinn - For Men and For Women, which were 35 and 32 second-long, respectively.

Commenting on the latest ad film, Kalpana Rangamani, business head, fragrances, Titan, says, “With Skinn, our aim is to make fine French fragrances accessible to men and women with our sweet price point. We have seen that perfumery, as a category, is well accepted among the young, contemporary, and well-travelled audience. By showcasing a witty and flirtatious conversation in the ad film, we are appealing to a category of modern consumers who

are confident in their own skin and celebrate the nuances of life. The film establishes the French connect of Skinn fragrances which are crafted by master perfumers and bottled in France, a testament to the product quality.”

The ad film focusses only on two variants — Sheer and Raw. When quizzed about it, Rangamani goes on to say, “The choice of variants to be used in the ad was only as per the vision that the production team had for the film. Our aim is to generate an awareness for the brand and

category, and not for any particular variant. Moreover, a fragrance is a very personal choice. Our range has been crafted by master perfumers for Indian preferences for which they specifically travelled to India to understand the market. We are certain that each and every one of our variants will find favour with specific consumers based on their liking.”

The ads have been shot in Mumbai with a French voiceover artiste having lent his voice to the whole composition, along with the attire and background score which are also French-inspired.

The campaign targets males and females in metros and non-metros within the age bracket of 21-25 years, mostly the young, working population, having taken up their first jobs and are driven by an aspirational value in order to smell good and make a good impression

on their counterparts. The campaign is also being promoted on the brand’s digital platforms in addition to the youth and lifestyle channels like NDTV Good Times on which it is being currently aired.

Azazul Haque, executive creative director, Ogilvy & Mather, adds, “This being Skinn’s second major TV campaign, we were keen to break clutter and get noticed by the consumer in this loud market. With this ad film in all French, we believe the brand will evoke the desired intrigue at launch, which will then be followed by a version with English subtitles on TV and online. It is a very bold and gutsy move by the brand to launch an ad film in a foreign language — a decision we are thrilled and excited about.”

MESMERISING ENOUGH?Ashish Phatak, executive creative

director, DDB Mudra West, finds both ads to be ‘quite watchable’ as they strongly communicate the ‘French perfume’ bit, and he likes the idea of ‘Letting your fragrance do the talking’. “The French language angle immediately gets my attention. There’s good reason to use French. It’s not just an attention-getting gimmick, so that’s a good thing,” says Phatak.

On the other hand, Ninad Satpute, vice-president, planning, BBDO India, says, “While there are many Indian deodorant brands which have established themselves, there is no Indian perfume brand which readily comes to mind. What Titan is trying to do is interesting and challenging as it is trying to create a new category.”

Satpute feels that the use of the (French) language provides tangibility to the abstract notion of ‘Being French’, and that he is able to connect better with the new commercials.” n

[email protected]

advertising

Aromatic AffairTITAN SKINN

Titan has rolled out its first all-French television advertisement #BornFrench, for Skinn. By Aditi Srivastava

“Our aim is to make fine French

fragrances accessible to men and

women with our sweet price point.”

KALPANA RANGAMANI

The ad film is created by O&M and produced by Good Morning Films.

8 afaqs! Reporter, August 1-15, 2 0 1 6

Satpute (above) and Phatak: all admiration

advertising

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

Although we Indians aim for the best, but if hitting the bull’s eye gets missed by a shot, we

are often told to make peace with the second best alternative available at our disposal. Centered around this notion is online marketplace Amazon’s latest 55-second ad film #AdjustNoMore. Created and conceptualised by Orchard Advertising, the film furthers the brand’s existing ‘Apni Dukaan’ thought as it goads people to do away with the idea of making do with the second best option available to them when looking for optimal solutions for products.

The #AdjustNoMore campaign is a series of films on various situations where Indian customers are shown settling for what is available rather than what they actually need.

Commenting on the launch of the campaign, a spokesperson from Amazon India says, “Our brand always tells a story that customers feel connected to, and in a manner that is simple to understand and is relevant. The campaign #AdjustNoMore is about doing away with alternatives as ‘Amazon.in’ has a wide range of products which are available at the click of a button, with quick delivery options. Our campaign takes a look at everyday situations in an Indian consumer’s life and the customer’s intrinsic responses to these situations.”

The spokesperson adds further, “The campaign is for everyone and you will not be able to miss it whether you are at home watching TV, or commuting to work, on social media platforms, or are simply online. We will use all available mediums to

communicate the powerful thought #AdjustNoMore.”

Elaborating on the thought process behind the campaign, Dheeraj Sinha, chief strategy officer, Leo Burnett, South Asia, says, “It’s

amazing how life in today’s India is filled with ever-increasing dreams, desires, and opportunities. However, many a time we are unable to make the best of these because we don’t get access to the products and services required. We settle for the sub-optimal, and make do with what we have. This campaign amplifies

how Amazon can help break such everyday compromises by making its wide range of products accessible to consumers. With Amazon on our phones, we don’t have to adjust anymore.”

Neha Contractor, senior vice-president and branch head, Orchard Advertising, Bengaluru, adds, “Indians have adjusted with too many things for far too long. This insight brought Amazon to become the perfect enabler that can shrink the access divide to a mere finger-length and give Indian consumers

what they want, when they want it. We are proud to partner with Amazon on this momentous journey.”

Lubna Khan, national strategy head, Orchard Advertising, says, “Amazon can help India #AdjustNoMore. For a fundamentally progressive and customer-centric brand, liberating India from the constraints that lack of access brings is a natural fit.”

Neel Roy Cruz, executive creative director, Orchard Advertising, informs, “We Indians adjust with whatever we have rather than try to get what we actually want. The new campaign #AdjustNoMore highlights this behaviour and nudges us to overcome this hurdle.” n

[email protected]

AMAZON

Amazon furthers ‘Apni Dukaan’ thought in new #AdjustNoMore ad. By Aditi Srivastava

Don’t Settle For Second-best

The campaign #AdjustNoMore is about doing away with alternatives.

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digital

SpiceJet was amongst the fi rst low cost airlines to off er hot meals on board, the fi rst to off er dedicated extra legroom seats in a specially confi gured cabin, and the fi rst to

innovate in multiple other ways. Our products are unique and most being industry fi rsts,

truly represent the brand values that SpiceJet endorses. The great grand dream of making every Indian fl y was conceived by Spice Jet

and our products & services too are fashioned to complement our vision.

Nike’s new JDI campaign is about inspiring and reminding women, that they are as much athletes as they are women. When women play sport, they become unstoppable. The campaign that included the “Da Da Ding” music video along with Nike’s digital and physical innovation and services is an invitation to women to unleash their potential through sport.

Brooke Bond Red Label believes in making the world a more welcoming place by diff using socially

awkward situations. We encourage people to live those little moments that bring us all closer by

breaking barriers over a cup of tea. This time we chose the medium of music to spread this message.

We are happy to have partnered with Y-Films to present the Brooke Bond Red Label 6-Pack Band and have been overwhelmed by the love the band

has received from one and all.

Star Sports Pro Kabaddi has transformed and galvanized the traditional Indian game of Kabaddi into a much loved off ering for players and fans. No other sport has grown so fast and gained such wide and deep following across audience segments - men, women and kids through urban and rural markets. The campaign communication for season 4 of Star Sports Pro Kabaddi is focused on showcasing the intense and relentless action that the sport provides. In a tongue-in-cheek manner, the attributes of Kabaddi have been juxtaposed against narratives from other competitive viewing genres, culminating in a call to action for Kabaddi – “Don’t watch fake, Asli panga dekh.

SPICEJET SPICEMAXNIKE DA DA DING

BROOKE BOND RED LABEL 6 PACK BAND

FARHAN AKHTAR & RATNA PATHAK

Debojo Maharishi, Chief Marketing Offi cer, Spice Jet Limited

Keerthana Ramakrishnan,Communications Head, Nike India

Shiva Krishnamurthy,General Manager – Tea, Marketing. Star India spokesperson

Myntra, a Flipkart Group company, has announced the acquisition of Jabong,

for an undisclosed amount, from Global Fashion Group.

Post the acquisition, Myntra will have access to “a combined base of 15 million monthly active users” as per the press release on the development.

Some of the brands that will be “exclusive to both platforms” include Dorothy Perkins, Topshop, Tom Tailor, G-Star RAW, Bugatti Shoes, The North Face, Forever 21, Swarovski, Timberland and Lacoste.

Binny Bansal, CEO and co-founder, Flipkart, says, “Fashion and lifestyle’ is one of the biggest drivers of e-commerce growth in India. We have always believed in

this segment and Myntra’s strong performance has reinforced this faith. This acquisition is a continuation of the group’s journey to transform commerce in India. I am happy that we will now be able to offer to millions of customers a wide variety of styles, products and a broad assortment of global as well as Indian brands.”

Ananth Narayanan, CEO, Myntra, says, “Jabong has built a strong brand that is synonymous

with fashion, a loyal customer base and a unique selection with exclusive global brands. The acquisition of Jabong is a natural step in our journey to be India’s largest fashion platform. We see significant synergies between the two companies especially on brand relationships and consumer experience. We look forward to working with the talented Jabong team to shape the future of fashion and lifestyle e-commerce in India.”

Fashion and lifestyle brands that Myntra has partnered with include Nike, Adidas, Puma, Levi’s, Wrangler, Arrow, Jealous 21, Diesel, CAT, Harley Davidson, Ferrari, Timberland, US Polo, FabIndia, and Biba. n

[email protected]

MYNTRA

Myntra has acquired Jabong. Post the acquisition, Myntra will have access to ‘a combined base of 15 million monthly active users’. By News Bureau

Acquisition Time

ADVT.

Bansal (above) and Narayanan: a natural step forward


DittoTV, the live TV platform owned by Zee Digital Convergence Limited

(ZDCL), has launched a nationwide integrated marketing campaign called ‘Bees Ka TV’. The brand has rolled out the campaign in 16 cities to raise awareness about the affordable platform that makes TV accessible to anyone with a phone, laptop, or tablet.

The four-week-long marketing campaign includes a marketing mix which consists of a television commercial (TVC), digital activation across social media platforms, media and PR integration, and extensive outdoor branding and activations.

While the TVC and the DittoTV platform went live on July 14, 2016, the print and outdoor campaign went live on July 18.

Speaking about the newly-launched campaign, Archana Anand, business head, DittoTV, says, “With a price point of `20, we see DittoTV serve as people’s first and only screen (as their second screen at home), or just a personal TV on the go! Our campaign embodies strong consumer insight and interesting slice-of-life situations.”

Anand says that the campaign is designed in a manner that conveys

this simple message effectively across the length and breadth of the country. “This is being done through a combination of mass media and strategic marketing,” she says.

#BeeskaTV is being leveraged across various digital platforms to drive its key value proposition. In addition, there will be partnerships with complementary brands through integration and celebrity endorsements.

Commenting on the new initiative, Ramanuj Shastry, co-founder and director, Infectious, the creative agency which has conceptualised the campaign, says, “#BeeskaTV is what we want people to remember DittoTV as. The brand will change

the ‘who, what, when, and where’ of live TV viewing. We are proud to be part of a concept which is so revolutionary.”

DittoTV has also joined hands with Idea Cellular to offer its users (of 3G and 4G internet packs) a free monthly subscription with every recharge. It has also partnered with Siti Cable, ITZ Cash, Maharashtra Cable Operators Federation (MCOF), and Ezone.

According to Nisha Singhania, co-founder and director, Infectious, `20 per month is an unbelievable price point. “And, our communication focusses on just that — how you can watch live TV on the go, no matter where you are, at `20 per

month. “The TVC brings alive various situations when DittoTV can ensure people don’t miss out on their favourite programmes,” Singhania says. n

[email protected]

digitalDITTOTV

DittoTV has launched ‘Bees Ka TV’ campaign to raise awareness about the affordable platform that makes TV accessible with a phone. By News Bureau

Anand (above) and Shastry: revolutionising TV viewing


Pocket-friendly Entertainment

Entertainment Network India Limited (ENIL), owner of the FM

station ‘Radio Mirchi 98.3 FM’, has unveiled two major changes. The private FM radio broadcaster has shed the words ‘Radio’ and ‘FM’ from what was previously known as ‘Radio Mirchi 98.3 FM’, and is now calling it ‘Mirchi 98.3’ on air.

The radio broadcaster has also launched a new melodious jingle titled ‘Khushi ki Nayi Dhun’, as part of the campaign.

The signature tune was launched in Mumbai on July 18, 2016, and pan India on July 19. While it was composed by the musical duo Sachin-

Jigar, Shalmali Kholgade, Jigar M Saraiya, and expert whistler Mayur Puri lent their voices.

In an exclusive interview with afaqs!, Radio Mirchi’s chief programming officer Tapas Sen says, “The private FM broadcaster

has shed the words Radio and FM from the previous name, and will now be known as Mirchi 98.3.”

Since 2007, the epic tune of the brand ‘Mirchi Sunne wale always khush, always khush’ resonated with the vibrant energy of Radio Mirchi. The music channel has now strategically launched the new jingle, keeping in mind audience taste, as well as reach out to a younger lot of music lovers.

Speaking about the new signature tune, Sen says, “Change is always good as it gives us a fresh start. We wanted to refresh our sound and that’s why we opted for a new tune. Though the previous jingle was very popular, we wanted to retire it while it was at its peak and not when its popularity is declining.”

The new jingle (or the whole campaign) will be promoted on air. It will also be promoted editorially through print, as well as social media.

Mirchi 98.3 will be entering new markets and with the new environment of streaming music. The brand, therefore, felt it needed an overarching nationwide campaign that will target the youth, and reinforce the Mirchi brand.

“This is a pan India campaign which holds the same positioning as earlier and that is ‘Khushi’ (happiness),” says Sen. n

[email protected]

Sen: musical shift

Humming a New TuneThe private radio broadcaster launches a new jingle ‘Khushi Ki Nayi Dhun’, composed by musical duo Sachin-Jigar. By News Bureau

RADIO MIRCHI 98.3 FM

digitalTE-A-ME

Te-A-Me, a Kolkata-based tea brand owned by the 70-year-old company Madhu Jayanti

International, recently launched its digital campaign #TeaForTrump, for its green tea. The digital film has been conceptualised by Fisheye Creative Solutions, a Bengaluru-based creative agency.

According to a source close to the company, the brand has spent a little above `1.5 crore for the campaign.

Interestingly, the film titled ‘Trumping Donald’ features two Indian women from TE-A-ME, who deliver 6,000 green tea bags to none other than Republican nominee and US Presidential candidate Donald Trump to help him cleanse himself and make him smarter. Not just that, US citizens, too, have left a message for him in the video to have tea.

And, hang on... there’s one more message in the video film straight from India. And, this message is flashed across giant screens near Trump Tower in New York. It reads: “Dear Mr Trump, Namaste from India. We are sending you lots and lots of natural green tea. It fights against harmful free radicals. It helps purify mind and body and regain a healthy balance. It has also proven to make people smarter. Please, Mr Trump, drink the tea. For your sake, for America’s sake, for the world’s sake. Drink the tea because it is never too late to cleanse yourself”.

RIDING ON POPULARITYThe campaign has gone viral

in four days and has crossed a viewership of 3.2 million on Facebook and YouTube put together. The video has, moreover, generated 17,100 tweets and 1,30,000 likes and comments on Facebook.

We asked Sumit Shah, executive director, Madhu Jayanti International, about the idea behind the campaign, and if the brand launch was the reason behind shooting it in New York. This is what he had to say.

“No, we are not present in New

York currently, and we do not intend to launch it there as of now. The reason was (Donald) Trump and that he stays in New York is purely coincidental. As a company, the only thing we wanted to do was to spread awareness of the benefits of green tea, or tea in general,” says Shah.

When asked if Trump was chosen because he is contesting for the next Presidential elections in USA, Shah

says, “Yes, that was one of the reasons, but there was so much negative talk happening about Trump at the time, it just made a lot of sense sending the tea bags to him.”

CHALLENGING TASKTalking about the challenges

faced while shooting the film, Orko Basu, creative head, Fisheye Creative Solutions, says, “There were multiple challenges. The first one was that with an idea like this, you need a client to buy it and TE-A-ME is the gutsiest brand I have ever worked

with. Second, given Trump’s profile, the security was absolutely intense because there was an assassination attack on him before we delivered the tea so pulling off a delivery like that was challenging.”

Honey Singh, co-founder, Arm Digital Media, a Delhi-based outfit that has worked on the real-time digital marketing for this campaign, says over a quick phone call, “...

everything was done within the first 24 hours. We targeted our audience through digital content marketing, through YouTube ads and other social media ads. We reached out to Indians in the US. We sent real-time tweets to US-based journalists...” to keep them looped in about the activation.

Executing this campaign, according to Singh, was all about “an opportune mix of timing, audience targeting, amplification, seeding and cross promotion.” He adds in an email statement, “... for the first

72 hours, a team of 11 members at (our agency) worked day and night to capture the real-time emotions and reactions activated through (the hashtag) # T e a F o r T r u m p across the globe....” going on to talk about the organic reach the campaign fetched.

INDUSTRY SPEAK

We asked our experts if Indians would be tempted to buy the product after watching the digital film, and this is what they had to say.

Mark Mc’Donald, senior creative director, DigitasLBi, India, a digital agency from the house of Publicis.Sapient, says, “I had never heard of TE-A-ME before it popped up on my newsfeed with this activity, so clearly the campaign’s got the brand a lot of PR and recognition.”

Adding further, Mc’Donald says, “Will this get Indians to drink the tea? Well, the nature of an on-ground activity is such that it isn’t so much about who actually witnessed it, but the audience, which consumes the content online, and is therefore, 10 times more. So the chances are if you’ve seen this and are a tea person, you may be tempted to try the brand. The execution does seem a bit staged and given the ambition of the activity, it would have been nice to see a completely fresh take for the film.”

Navin Kansal, national creative director, Indigo Consulting, a digital agency from the house of Leo Burnett, says, “The tongue-firmly-in-cheek messaging in the film clearly highlights the benefits of green tea while exhorting Trump to do the same. n

[email protected]

“The only thing we wanted to do was to spread awareness of the benefits of green tea, or tea in general.”

SUMIT SHAH

The campaign has crossed a viewership of 3.2 million on Facebook and YouTube.

Tea For TrumpCan 6,000 bags of green tea purify Donald Trump? Kolkata-based tea brand TE-A-ME seems to think so. By Suraj Ramnath


advertising

Recently Domino’s Pizza India, the quick service restaurant (QSR) from Jubilant

FoodWorks, launched its new product ‘Burger Pizza’. The brand has also come up a TV campaign conceptualised by Contract Advertising. The print campaign has been executed in Delhi through Hindustan Times and Times of India. The brand plans to do a 360-degree marketing campaign.

In the recent past, QSRs like Café Coffee Day (CCD) started selling biryani at their stores. Kentucky Fried Chicken (KFC) launched Chizza, a combination of chicken and pizza, and now Domino’s has come up with Burger Pizza.

Was this product born out of consumers’ feedback? “Yes partly,” answers S. Murugan Narayanaswamy, senior vice president, marketing, Domino’s Pizza, adding, “Consumers, directly, never tell you what they want. It’s up to how you understand what they say. We knew a pizza was more of a ‘meal time’ food. While we do have our pizza selling across ‘day parts’, consumption is much higher during lunch and dinner time.”

He goes on, “Also, people like consuming pizza together. It has never been an ‘individual consumption’ item. So that was an opportunity. We found that burgers and sandwiches are sold during non-meal parts of the

day. But we’re targeting individual consumption. We’re not targeting burgers directly.”

Narayanaswamy goes on to divulge, “In the last six quarters, there has been a reduction in the discretionary spending of consumers and we are not getting the growth that we got earlier. So one has to be smart about innovating.” This is why QSRs and eatery chains seem to be trying hard to revamp their menus.

Why did Domino’s decide on a ‘Pizza Burger’, though? “The market for burgers is as big as the pizza market and we have no share in it. Having said that, we could have easily launched another burger right? But

we said ‘No’ and decided, instead, to look at the reason why people have burgers and sandwiches, and capture that through the core of Domino’s Pizza, that is, wholesomeness, mozzarella and ‘pizzaness’. We are not even calling this product a burger we are calling it a ‘Burger Pizza’. It only looks like a burger but it tastes more like a pizza than like a burger,” he fields.

The Burger Pizza contains everything that goes into a pizza. Consumers have certain pre-set expectations from ‘a burger’ and this product may not meet those criteria. “So there is always a risk of some people liking it and some not liking it. We can’t be sure that everyone who loves a burger is going to love this product,” he says.

We asked Narayanaswamy about

the risks involved when introducing a new item on the menu. “When you conceptualise a new product, there is always a possibility of someone saying, ‘Why is Domino’s launching a burger?’ We were very clear, from Day One, that one of the biggest threats could be, ‘Why is Domino’s Pizza launching something that is not a pizza?’” he admits.

WILL INDIA BITE?Vibha Desai, an independent

brand consultant, says, “The question that comes here is who you are and how much are you ready to change? When KFC first came into the country 20 years back, they refused

to change a single thing. If we said this is not going to work or people won’t like it, they refused. I said you have to get into home delivery they said no we don’t do this and we won’t do it and they lost money year on year and after a couple of years, after making changes they started making profits.”

She further adds, “Burger Pizza is an interesting thing to do - nothing wrong with that. But when you get into the world of biryani, there is a huge problem because that’s not who you are. You cannot go there. At the end you are not who you were.”

Shripad Nadkarni, founder of Fingerlix, a ready-to-cook food solutions and co-founder of

Marketgate, a brand consultancy, says, “I just read the news few days back that KFC has decided to refocus only on chicken which is their core. I think it is always important to strengthen the core. Domino’s means pizzas. If you try something else then there will be someone who will come and take your pizza market and you will be nowhere in the pizza market.”

He further adds, “I am of the opinion that if you have a core which is strong, then build something around the core rather than getting into something that is very different. The pizza penetration in our country is still very low so I would focus on that rather than entering somebody else’s territory.”

Harish Bijoor, brand expert and founder, Harish Bijoor Consults Inc, says, “There are some brands that can afford to do this and some cannot. Café Coffee Day, is a cafeteria so it means it can add 20 different things. So café is not only coffee. But the coffee is a part of it. So a CCD can afford to do it but a Domino’s can’t afford to do the same. Pizza is their core competence and my definition of brand is a simple one. A brand is a one single thought and the one single thought for Domino’s is that they are a pizza expert.”

He further adds, “Now if Domino’s also does burger then it is pizza and burger and you cannot be an expert in two things. This is a decision that Domino’s might want to reconsider because a QSR like them cannot operate like a ration shop of fast food items.” n

[email protected]

Mixing It Up?DOMINO’S

Domino’s recently launched a ‘Burger Pizza’. So, we asked the senior VP marketing how these decisions are taken… By Suraj Ramnath


In the recent past, QSRs like ‘CCD’ started selling biryani and ‘KFC’ launched Chizza.

“Consumers, directly, never tell you what they want. It’s up to how you understand

what they say.”S. MURUGAN

NARAYANASWAMY

Go big or go home” reads the writing on the wall of Paytm’s head-office in Noida. And Vijay Shekhar Sharma, 37,

founder and CEO, Paytm, lives by that line. Launched in 2010, Paytm, short for ‘Pay Through Mobile’, has a customer base of over 100 million. What began as a recharge and bill payments platform is, today, a mobile wallet, an e-commerce destination and an aspiring payments bank.

While Paytm’s recharge offering is still alive, it accounts for less than 22 per cent of the company’s total transactions today. At present, Paytm’s marketplace boasts a GMV (gross merchandise value) of a little less than $300 million a month; Sharma is confident the number will touch half a billion dollars by the end of this calendar year.

Paytm’s marketing budget for 2016-17 is `600 crore. Among Paytm’s investors are names like SAIF Partners and Alibaba’s Ant Financial.

Edited Excerpts.

First things first. I have heard that Paytm’s ad campaigns are written by you. Is that true?

(smiles) Yes, it’s true. I write the print and online ads.

For TV, I don’t do the screenplay, but the copy’s all mine.

I did not study in an English medium school but I now write advertising scripts in English, with nuances and all... I am the copywriter of all Paytm ads.

That’s great. You and your team must have met a whole bunch of creative and media agencies.

Broadly speaking, have you been impressed or disappointed by the way they work?

The people we meet at the pitch level versus the ones who end up working on our account are never the same. Every agency has rock

star creative artists whom you meet at pitches, but they don’t create your ads. I say to my creative teams, “Show me what you have done, not what your agency has done.”

Also, some work is done to win awards and is not necessarily created

with the target customer in mind. Young brands like us need to bother about all these things.

Are you as involved in the media buying side? What’s your approach to media like?


RAGHAV BAHLFOUNDER, QUINTILLION

“I give a lot of freedom

to my advertising teams, but I review

every ad for sure.”



By Ashwini Gangal

2 5afaqs! Reporter, August 1-15, 2 0 1 6

To me, spending money on a media platform is like giving money to that platform, but not necessarily getting the returns you expect. There’s always a significant mismatch between the expectation and what actually gets delivered. We may spend money on a particular type of media, say OOH or TV, or on a particular TV channel, assuming our TG will look at it. But that’s an assumption. If the TG is not watching, our money is gone.

So we’re conservative about the way we choose our media properties. That’s why, instead of spending money on say, a newly launched TV channel, we’d rather experiment with something like aircraft branding. In fact, on Day One, Paytm was launched with in-aircraft branding, post which we did English radio branding. We experiment more than a traditional company would. These are tricky but critical branding decisions, because we want the brand to be visible to the correct person, the correct number of times.

But experimenting is the opposite of being conservative...

By conservative I mean on the pitch and type-of-media fronts. For instance, when it comes to our trade or supply side partners, we’ve noticed how national media brings about a lot more top-of-mind recall than vernacular or regional media does, but vernacular media has a lot more impact than national media does.

Spending money on national media is a necessary evil.

What would you say your biggest marketing challenge is, today?

We’ve reached 100 million customers. Now, reaching out to an incremental audience is the tough part. For them, online is not the primary medium. Language communication is the way to reach them.

For this, we have to go long tail, through local media, local languages and media that is near them. National news won’t work. Will local language news work? Will GECs work? We don’t know yet. So the decision to buy media and create campaigns that reach out to the ‘corners’, to ‘the last person’, is an incredibly new, challenging thing. Few days back we thought we could reach them through the mobile... while that’s a fact, we’re now putting an equal amount of effort in offline media and regional advertising.

That’s interesting. You’re saying that your aim to induct half a billion Indians into the mainstream economy by 2020 is,

to a great extent, a marketing problem...

To be honest, this is a tech and marketing problem, in equal measure. In fact, tech is led by marketing. Marketing plays an integral role here.

So does this mean you’re as involved in ‘Paytm the brand’ as you are in ‘Paytm the business’?

(laughs) My mornings, when serotonin levels are high, are for ambiguous topics like ‘brand’. Later in the day, is the time for numbers.

The rule is - if it carries the logo and is going out to the public, I am involved. I give a lot of freedom to my advertising teams (McCann), but I review every ad for sure. I build the basic templates and decide which brand elements are to be retained... that’s a role I own. After that, my marketing team takes over.

In fact, all our TV ads go through the ‘modifications bargain’ before they are released.

The Paytm logo you see today went through 54 iterations. When I was in San Francisco, I saw a beautiful yellow billboard with nothing but a ghost logo on it, but I just knew it was Snapchat. I wanted Paytm to have a similar element that people can instantly associate with us. I worked closely with my design lead to discuss the colours of our logo.

You have a reputation of being obsessed with your product. Are you also formally the product head?

Yes, logically, I am product head here.

You have algorithms in place

to give you details about your existing user base. How has the pool evolved over the years? How has this data helped you take marketing related decisions?

Our primary demographic is the young under-30 person, but of late,

surprisingly, families have started getting interested.

Parents and older people are asking

about Paytm. They use it mostly for utility (for example, electricity bill) payments. So from 20-30

year olds we’re heading to 40-50

year olds; that’s a new demographic for

us. That’s why, though our previous ads only showed

young people, the newer ones have older characters like buaji, moms, dads... we’re trying to tell older people, “Paytm is for you too.”

We launched our offline payments (QR Code scan option) in November last year. By February, when we saw the numbers and realised how well it was working, we decided to spend more ad money on it. We were all set to launch our marketplace campaign at the time; the script and casting were done. We were going to start shooting. But we decided to shelve the marketplace campaign and double our momentum on the offline payments campaign instead.

And since we released the QR Code ad campaign four months back, we’ve seen a 600 per cent hike in usage of offline payments. So far, the ad was aired on TV only on weekends (Friday, Saturday and Sunday). We now want to double the air time and increase the frequency of the TVC. The media buying trick lies in getting consistent, long term media presence, instead of doing short term, ‘impulse media’ or ‘burst’ campaigns.

Research indicates a gender skew when it comes to the adoption of mobile wallets – it’s more popular among men. What does your consumer data show?

There is a skew towards men but it’s not that big. I would say it’s at around 55:45. In fact, our ads show many payments being made by women...

... In a move to reflect reality or get more women to use Paytm?

Our approach to advertising is to amplify what we see, not to swing

coverstory

continued on page 28 >>

“Surprisingly, of late, families

have started getting interested. Older people are

asking about Paytm.”

advertising


Himalaya Sparkling White Toothpaste, a brand from The Himalaya Drug

Company, concluded its campaign ‘Celebrating Life’ recently, a photographic journey launched last year with street photographer and travel enthusiast Siddhartha Joshi.

The aim of the campaign was to capture stories of hope and joy spread across India. Part of the spread-a-smile drive called Smiles of India, Himalaya conceptualised ‘Celebrating Life’ to spread happiness and positivity by capturing extraordinary stories of hope and resilience on a single platform.

‘Celebrating Life’ was launched in December last year, which saw Joshi travel to 10 cities — Pune, Bhubaneshwar, Jaipur, Mumbai, Ahmedabad, Chandigarh, Lucknow, Varanasi, Ranchi, and Guwahati - and click 1,000 photographs.

Joshi met people from the above-mentioned cities who defined the culture and tradition of that particular city and were working to keep it alive for future generations. Their fascinating stories coupled with their passion to embrace life each day with renewed vigour and enthusiasm was the essence of the campaign. From the time of its launch, the microsite (www.smilesofindia.com) has been getting 12,000 views per month with the average time spent on the site being one-and-a-half minutes.

Some of our readers would

know that Smiles of India is similar to ‘Humans of New York’ that was started in the year 2010 as a photography project by photographer Brandon Stanton.

We asked Sushil Goswami, category head - oral care, The Himalaya Drug Company, if Smiles of India was inspired by Humans of New York. “Not really,” he says. “It is inspired by all the news that

we see around. After it was thought through and it came into existence, we realised there was some kind of similarity there, but it is different in many ways. Considering the anxiety and negativity all around,

we are about aggregating all the happiness around India,” says Goswami.

He further adds, “It was all about aggregating news throughout

mediums which were going unnoticed by the traditional media. But, ‘Celebrating Life’ is not just about aggregating news. It is going out in search of news. Joshi went to different cities where he got

photographs and stories about what brought smiles on people’s faces.”

When we asked him what Smiles of India has done for the toothpaste brand, Goswami says, “Smiles of India is a process of engagement. We don’t have a commercial interest at this point in time. It is much more noble and bigger than just looking at what it can do for the brand. It is a long-term initiative.”

He further adds, “We want to scale it up in the future and do something good for society. It is not about commercial interest all the time; more and more brands today are engaging with the right content.”

Although Stanton travelled across the world, Himalaya’s aim is not to capture the rest of the world, or even Indians staying abroad.

“Since it is Smiles of India, we want to restrict ourselves to India. We have no plans to take it outside India at the moment,” says Goswami.n

[email protected]

HIMALAYA

Smile Please!

The aim of the campaign was to capture stories of hope and joy spread across India.

Himalaya Sparkling White Toothpaste tied up with street photographer Siddhartha Joshi, who visited 10 cities and clicked 1,000 photographs. By Suraj Ramnath

Chrome Data Analytics & Media, a media audit and intelligence company, has

announced the completion of its proprietary Rural Establishment Survey (RES), a study covering consumer behaviour and habits in over 2,00,000 Indian villages.

The survey involved the entire

Chrome DM infrastructure of over 650 field executives, 450 tele-calling staff, and the 150-strong analytics team together speaking over 22 languages to map the length and breadth of the country.

Respondents were made to fill out a detailed questionnaire which included consumer habits, family

income, and lifestyle patterns.

“Broadcasters, for example, can know the exact subscriber base of cable networks in the villages covered. Along with this, it also gives the number of active subscribers of each cable network. RES will add immense value to business strategies for broadcasters, agencies, and advertisers,” claims the announcement.

Speaking on the product, Pankaj Krishna, CEO, Chrome DM, says, “It has been a humbling experience to be a part of a study of such massive

scale, and I’m proud of the team for the amount of effort it has put in over the past 15 months. Even we weren’t prepared for some of the findings. In case of broadcasters for example, there are pockets of rural areas that have seen Freedish penetration spiral up to almost a 100 per cent.”

He further adds, “Chrome RES will be the key for any business planning to capitalise on data-driven strategies to exploit the 74 per cent rural population.” n [email protected]

Data Analysis CHROME DATA ANALYTICS & MEDIA

The firm surveyed the consumer behaviour in over two lakh Indian villages. By News Bureau

Krishna: value added

media

behaviour. In fact, the concept of cashback, and shopping with cashback money, is such a... erm...

... Female insight?Exactly! Unlike a discount, where

you feel like you’ve got a good deal and are then disconnected from the system, cashback makes you feel like you are gaining something; it makes you come back to the system. Men just want a good deal; then they forget about it.

By the way, 85 per cent of transactions on Paytm do not have any cashback. While Cashback is a great incentive to drive stickiness, it must not be the only one.

You also run an e-commerce business. Does Paytm stand for mobile payment or e-commerce? Why is it strategically necessary to have both plays?

We stand for payments. But an independent payments business is an orphan business, without a marketplace to anchor it. It’s like the symbiotic relationship between a rocket (payments) and its launcher (marketplace). Our marketplace allows us to build relationships with merchants and extend our payment relationships to

financial services. We went to all the existing

marketplaces to deploy our wallet. Seeing their disinterest, we decided we had to take a call to build our marketplace ourselves.

When we launched our marketplace, I had said, “Anybody who’s serious about the commerce business will have to start by building their payments business...” At the time, nobody understood. Today, everyone is trying to tow that line. When we were not a marketplace yet, none of the e-commerce companies was serious about being in the payments space.

What’s more challenging – getting

merchants or users?The sequence is – first consumer,

then merchant. If you have consumers, merchants will come. It’s never the other way around. So we continue to drive

user acquisition.Our association with BCCI (title

sponsorship) last year helped us reach regional customers in every nook and corner of India. After that, the merchant ecosystem accepted us.

Merchant acquisition is done via local advertising, in their cities. The offline business in this country is so big that even if a merchant ignores online, not much is missed.

One of your investors Alibaba also has stake in Snapdeal, a rival brand. You can see why this has led to discussions about a conflict of interest...

I bother about my own house, not somebody else’s. We’re not intrusive. We don’t know how one gets an advantage by doing what they have done. We’re just clear that if we are getting what we need from them, they can do whatever they want. And we’re getting one hell of a deal.

(smiles) In any case, technology investments

are very incestuous, globally.

At this juncture, with so many milestones

behind and ahead of you, what, besides potential systemic failure, worries you?

It worries me that we’re spread out too thin. Before being good at one thing, we launch another. n

[email protected]

<< continued from page 25


The Broadcast Audience Research Council (BARC) India has announced the

launch of the BARC India Media Workstation (BMW) Online Certification. This comes after the media industry’s request asking for a standardised testing and certification tool that will enable professionals, as well as employers or organisations to evaluate their media proficiency.

The BMW Online Certification (which started from July 20, 2016) will provide a standard for skill

measurement and certification of professionals engaged in TV viewership measurement, research and analytics, media planning, and sales and marketing, as well as for students keen to pursue a career in these fields.

“The certification programme will not only help BMW users to improve their employability quotient, but will also help organisations appraise the skill-level of their employees with the help of a pan-industry measurement standard. Students of

media and marketing courses will also benefit by taking these courses and be market ready,” says Partho Dasgupta, chief executive officer, BARC India.

BARC India claims to have already trained over 5,000 media professionals on its BMW platform.

For more information on BMW Online Certification one can visit http://www.barcindia.co.in/bmw-online-certification.aspx or write to [email protected] n

[email protected]

BARC INDIA

BMW from BARC IndiaUsers can log in any time to appear for the online test that began on July 20, 2016. By News Bureau

“It will help firms appraise the skill-level of employees with the help of a pan-industry meas-

urement standard.”PARTHO DASGUPTA

The Story Behind Paytm’s Marketing

“It worries me

that we’re spread too thin. Before

being good at one thing, we launch

another.”

digital

ShopClues in collaboration with C1X, a leading online advertising technology firm,

has launched its seller-bidding platform AdZone on July 20. AdZone is a self-service solution, which will help merchants promote their products using native and custom ads for advertising, executing, and managing product campaigns on ShopClues.

As part of the offering, merchants who are interested in advertising their products on ShopClues, can enter a bidding process to initiate their campaign on AdZone, a platform dedicated to sellers. The minimum budget for a campaign is Rs 1,000, while the minimum bids vary for different categories. Also, the product ads will be displayed in the category and sub-category pages, thus ensuring top slots and high orders as part of the offering.

Commenting on the initiative, Radhika Aggarwal, co-founder and chief business officer, ShopClues, says, “The platform will immensely boost the visibility of products and maximise product views, thereby helping vendors to increase their business with us. The bidding system ensures transparency, while our differential bidding mechanism for products is essential for retailers advertising varied products. With AdZone, ShopClues further emboldens its commitment to assist its large and growing merchant community at every step.”

A one-and-a-half minute long

YouTube video was also been released on the occasion which explains in detail the functioning of AdZone as a seller-bidding platform.

While the native ads category will help a featured advertisement appear at the top of product listings, custom ads will incorporate multi-banner adverts to be displayed at the top of

the website. The campaign created will be visible on both the desktop, as well as on the mobile app and website.

Arun Goel, vice-president, products, ShopClues, adds, “At ShopClues, we’re driven by a passion for innovation. Keeping in mind our merchant-first approach, we have attempted to create a technology to help our ever-increasing merchant base sell efficiently. AdZone caters to

their need for pushing the envelope of achievement with ShopClues and staying ahead in a highly competitive market. We anticipate a very positive response to our latest initiative from our seller community. We ran a pilot with about 300 merchants on the AdZone platform, and the results were extremely positive. We ran over

1,000 ad campaigns over a 10-day period, and our merchants saw a healthy return on their investment.”

The sellers need to have an active ShopClues merchant account as a pre-requisite, thus adding to the convenience of creating a marketing campaign on AdZone. Furthermore, the performance of the ad campaign can be tracked and managed via the ‘Store Manager’ feature on the AdZone dashboard which displays

the impressions, product clicks, and sales on a seller’s campaign, which is required as sellers are charged on a cost-per-click model, wherein they can also use their ShopClues credits to make payments while the money is automatically deducted from their budget.

As part of a promotional launch activity, ShopClues is giving complimentary credits to sellers as and when they create their first campaign. Later, merchants will be able to bid for keyword searches on ShopClues, as well as make their ads visible on other online platforms.

ShopClues, which was founded in July 2011 in Silicon Valley, claims to be India’s first and the largest managed marketplace with more than 190 million monthly visitors on its website in addition to five crore listed products, and over 5,00,000 merchants. The company’s co-founders are Sanjay Sethi and Radhika Aggarwal. n

[email protected]

Merchant’s ParadiseSHOPCLUES

ShopClues launched a seller-bidding platform AdZone — a self-service solution — to help merchants promote their products using native and custom ads. By News Bureau


“The platform will immensely boost the visibility of

products, thereby helping vendors to increase their

business with us.”RADHIKA AGGARWAL

RED FM 93.5 launched its second radio station, REDTRO 106.4 in Mumbai on July 22. This is the first radio station

to be introduced under the newly-acquired Phase III licenses by the company along with eight more stations, namely, Srinagar, Jammu, Jodhpur, Chandigarh, Amritsar, Patna, Surat,

and Chennai. C o m m e n t i n g

on this new development, Nisha Narayanan, chief operating officer, Red FM says, “I’m

elated to hear REDTRO 106.4! Experimenting with formats and genres and bringing relevant innovation to programming is core to our strategic line of thinking. We have been dabbling with the idea of a retro music station for quite some time now. While there are so many new players making a foray in the market and we aim to grow the market with our newest offering, we were very clear in our minds that we’ve to create a marked differentiation in the way retro is perceived. And that’s how REDTRO 106.4 was born.”

The radio station will offer the best of retro music of the 1990s with songs picturised on the poster-boys of that era — among them, Shahrukh Khan, Salman Khan and Akshay Kumar. n

[email protected]

The radio broadcaster launched its second radio station, REDTRO 106.4 in Mumbai on July 22. By News Bureau

RED FM 93.5

Retro Time

The campaign created will be visible on desktop, mobile app and website.

advertising

We have all grown up believing that some people are ‘bad people’. Ever

wondered what happens when you meet one of them?

Recently, Brooke Bond Red Label set up a ‘share a free tea’ stall at Churchgate station, one of the busiest railway stations in Mumbai. The message at the stall read “Free chai piyo naye dost banao” (drink a cup of tea for free and make new friends). Hidden cameras and microphones were installed to capture every little thing that transpired inside the stall. The on-ground activity was carried out just for a day.

In the video, a woman (an insurance agent by profession) is sipping a cup of tea, when a sex worker (or ‘call girl’ as colloquial slang goes) enters. They start conversing.

What comes as a shocker to the insurance agent is the fact that the woman sitting in front of her is a resident of Kamathipura (Mumbai’s famous ‘red light’ district). The agent thinks of moving away, but stays back. Later, she explains in the video, “It looks indecent to leave a cup of tea, served to you, without consuming it.”

The two women end up bonding with each other and even compare notes on insurance plans for their children. The agent realises over the course of their chitchat that the sex worker is also a working woman just like her, who harbours concerns

about her daughter’s wellbeing, just like she does. The video, created by Ogilvy & Mather Mumbai, has registered over nine lakh views on YouTube, so far.

Shiva Krishnamurthy, general manager - tea, marketing, Hindustan Unilever Ltd (HUL), while talking about how the activation grabbed the attention of commuters at the station, tells afaqs!, “The tea kiosk was set up at the main platform, and was large

enough to accommodate a simple setup of a table and chairs. The kiosk encouraged people to sit and share a cup of tea while talking to each other. We had hundreds of people who were intrigued by the stall and a lot of them visited the stall too.”

According to Krishnamurthy, the film brings alive the most important learning from this social experiment - how absolute strangers with very different social backgrounds are able

to connect with each other over a cup of tea. He adds, “Brooke Bond Red Label has always been about bringing people together. Over the last couple of years we have brought this idea to life through our ‘Taste of Togetherness’ campaign, wherein we have challenged the deepest prejudices that keep us from forming new bonds. This film is a continuation of that campaign. The stories we share, or the ones we will

share in the future, will also be based on the same principle.”

INDUSTRY SPEAKThe campaign furthers the

brand’s ‘Common ground is just a cup away’ philosophy. We asked a few communications experts what

they made of this on-ground effort.Shobhit Mathur, executive

creative director, Hakuhodo Percept, says, “It’s really good to see brands with so much at stake trying to create a difference in the society. Campaigns like these certainly help break social stigma and give people a different perspective.” But, he goes on to add, “My only problem with this ad is that it still looks staged. It lacks the authenticity needed to shake people up.”

Spandan Mishra, head, strategic planning, Rediffusion-Y&R, Mumbai, says, “It’s an excellent, gutsy, well executed idea, but I wouldn’t go so far as to call it a milestone. Exposing a person’s biases has been taken up by quite a few Indian brands like Dabur Gulabari, Titan Raga and Chevy Beat. But yes, it’s a very international style of advertising, made popular by the likes of Dove Real Beauty Sketches.” He finds the ‘some people are bad’ thought a bit tacky.

Pooja Rawat, associate vice-president, Lowe Lintas, opines, “The protagonists are an interesting duo but the experiment itself seems somewhat engineered starting with the protagonists themselves, the call girl’s no-hesitation attitude about her background, some deliberate pauses and force-fitted dialogues about tea, and the typical common ground of children. To top it all, there is hardly any suspense in the video once you know the two characters.” n

[email protected]

RED LABEL

Making New Bonds In a TVC titled ‘Taste of Togetherness’, HUL’s Brooke Bond Red Label showcases how similar people can be. By Sunit Roy

“Brooke Bond Red Label has always been about

bringing people together. Over the last couple

of years we have brought this idea to life through ‘Taste of Togetherness’

campaign,”SHIVA KRISHNAMURTHY

Mathur (above) and Rawat: there could have been improvement


The video, created by O&M Mumbai, has registered over 9 lakh views on YouTube.

advertising

Tata Salt, owned by Tata Chemicals, recently launched an integrated campaign called

‘Namak Ke Waastey’ that aims to catalyse conversations and generate mass support for the Indian Olympic squad. The brand aims to garner support for the Indian Olympic squad through the marketing campaign ‘#NamakkeWaastey’, rolled out on various social media platforms like Facebook, Twitter, and YouTube on July 13, 2016. The campaign will continue in different phases and will employ radio and on-ground activation too, to get its message across to the masses through the course of the Rio Olympics 2016.

Indian Olympic participants often hail from humble backgrounds and tirelessly work towards their goal to win a medal for the country. This they do with their sheer passion for sports and love towards the country, and often with minimal support. To encourage such passion, Tata Salt has, therefore, tied up with the India Olympics Association (IOA) as the sponsor of the Indian Olympics contingent. Through this ad campaign, the brand aims to generate awareness about less sensational sports and win mass support for the players representing the nation at Rio this year.

While expressing his pleasure in supporting the aspiring heroes, Sagar Boke, head-marketing, Tata Chemicals (consumer products business), says, “Tata Salt intends to generate support for the Olympians by virtue of its connect, stature, and reach across the nation and gather millions to cheer for the Indian Olympics contingent representing India at Rio.”

The campaign supports Shiva Thapa, the youngest Indian boxer to qualify for the 2012 Olympics at the age of 19, Babita Kumari, who won a Gold at the 2014 Commonwealth Games, Inderjeet Singh, the shot putter who brought India a Gold at the Asian Athletics Championships in 2015, and Avtar Singh, the judoka who bagged Gold in the 2016 South Asian Games, in their effort to represent India at the quadrennial event.

“The stories of (Shiva) Thapa, (Babita) Kumari, (Avtar) Singh and (Inderjeet) Singh are very inspiring. It is important to acknowledge and highlight their efforts. We also intend to generate conversations and have interactive sessions with Indian citizens around the individual sports, and the hard work that goes into the making of an Olympian,” states Boke.

While the campaign brings forth the athletes’ stories of hard work, determination, hope, and most importantly, the pride of representing India at the Olympics, its objective is to bring about a change in the attitude in a nation of 1.2 billion people from indifference to mass support.

“Namak Ke Waastey” is a step forward in Tata Salt’s journey to augment consumer trust over the years, through innovative brand building and distinctive campaigns. The campaign went live with a series of videos, expressing the undying spirit and passion of the athletes to win. The videos have been crafted in a manner which instils a sense of empathy and pride, and drives the nation to unite and support the athletes. So far, three films have been made on Thapa, Kumari, and

(Inderjeet) Singh. A film on (Avatar) Singh is to follow.

The campaign, which has been conceptualised by the creative agency Ogilvy One Worldwide, Mumbai (India), has been produced by Hungry Films. Vijay Sawant is the creative director.

According to Vikram Menon, president and country head, Ogilvy One India, a large number of Indians do not support, or even know about the Olympians who represent India on the global platform. “We all know our popular sportspersons’ names, as well as their backgrounds, but how

many of us really know the names, the sport they play, their backgrounds, or their challenges and difficulties?” he asks.

“The idea behind the campaign was to support the journey of these Olympians and cheer them. We are pleased to partner with Tata Salt and create the series of digital

videos, which aims at giving our viewers a reality check on the story of these athletes and to encourage people to support their journey to the Olympics,” says Menon.

Through its wide distribution base, ‘Tata Salt Ltd Edition Olympics Packs’ will reach out to over seven crore households across the nation with a call-to-action, where consumers can give a missed call and record their wishes to support the Indian Olympic contingent. Tata Salt will also release a series of digital behind-the-scenes

infographics and pictorials on social media platforms to amplify the message of support and nationalism.

As part of the campaign, Tata Salt has also launched the “India’s Olympics Quotient” survey, which assesses the Indian audience’s engagement with the Olympics and aims to spark conversations around the same. Tata Salt is also the title sponsor for the marathon ‘The Great India Run: Jeet Har Kadam Par’, which is symbolic of sportsmanship and mass support for Indian Olympians at Rio. n

[email protected]

Mission OlympicsTATA SALT

Tata Salt cheers Indian athletes heading to Rio Olympics with ‘Namak ke Waastey’ campaign featuring sportspersons who are committed to make India proud. By News Bureau


The campaign has been conceptualised by Ogilvy One Worldwide, Mumbai.

“We also intend to generate con-versations and

have interactive sessions with

Indian citizens.”SAGAR BOKE

advertising

Problem of PlentyHOTSTAR

Come August 5 all Indian athletes representing the nation in Olympics 2016 will battle it out in Rio to win medals. But, it is not just

the athletes who are wrapping up their preparations. The executives of the official broadcaster in India Star India, too are burning the midnight oil to make sure they rake in maximum eyeballs.

After dedicating eight channels for TV broadcasting, the broadcast giant has now rolled out a campaign to promote the coverage on its online video platform —Hotstar. Problem of plenty is what the campaign portrays, named ‘Life Gives You Tough Choices’ the films speaks about the live feeds available throughout the day. The streaming platform will cover 42 sports with over 3,000 hours of live streaming and video on demand.

The complete campaign will be covered in a series of three films, two of which have already been released. The first film, shot in a family setting, showcases the tough choices that a cute boy has to make in order to get what he wants.

The second campaign film humorously shows the predicament of a girl who’s struggling with simultaneous appointments she has with the

sporting legends at the Rio Games as she decides what to watch.

“The campaign has been fully designed and executed in-house by the creative team at Hotstar, and will be supported by a high-impact marketing campaign which will engage users across TV, Social and Digital platforms,” informs

the streaming platform through a media statement.

“Hotstar has emerged as the nation’s first choice for watching large sporting events, and sports aficionados have taken a keen liking for the interactive, data-rich experience that Hotstar offers. The coverage of the Rio 2016 Olympic Games on Hotstar will not only enable the viewers to watch all sporting events live, but also empower them to choose sports and games of their interest,” says the Hotstar spokesperson.

Now it remains to be seen if ‘Life Gives You Tough Choices’ manages to generate adequate awareness about Hotstar’s coverage. What also will be interesting to see is how the coverage contributes to the fast evolving Indian online streaming ecosystem. n

[email protected]

Created by Hotstar, the campaign titled ‘Life gives you tough choices’ promotes the coverage on its online video platform. By News Bureau

The streaming platform will

cover 42 sports with over

3,000 hours of live streaming and video on

demand.

Recently Google India and Boston Consulting Group (BCG) launched a report titled Digital Payments 2020.

The report is based on a qualitative and quan-titative research executed by Nielsen. Insights from this research were then combined with BCG’s proprietary sizing model as well as Google and BCG’s industry intelligence.

The report projects that by 2020, the size of digital payments industry in India will be $500 billion. Further, by 2020, non-cash contribution in the consumer payments segment will double to 40 per cent.

Non-cash transactions include cheques, demand drafts, net banking, credit/debit cards, mobile wallets and unified payment interface (UPI). Already 81 per cent of the existing digital payment users prefer it to any other non-cash payment methods. Online shopping, payment of utility bills

and buying movie tickets have emerged as the three top things that a user primarily interacts with.

Further, the report reveals that Indian consumers, are 90 per cent as likely, to use digital payments for both online as well as offline transactions. Over 60 per cent of digital payments value will be contributed by offline points of sale such as unorganised retail, eateries and transport.

Sharing his views at the event, Rajan Anandan, vice-president, South East Asia and India, Google, says, “A lot of digital payments would be for offline transactions. It is going to be small value transactions. India in the next five years will have the smartest digital payment ecosystem.”

Giving his views, Alpesh Shah, senior partner and managing director, The Boston Consulting Group, India, says, “In 10 years, digital transactions will be as big as cash transactions. A lot of merchants have problems of not having change and that’s where digital payments helps. By 2020, more than 10 million merchants would be connected with digital payment platforms.” n

[email protected]

Big DealGOOGLE

Digital transactions to be as big as cash transactions by 2020: Google and BCG Report. By News Bureau


Anandan: offline mode

advertising

For A Safe DriveCHEVROLET

The monsoons have finally hit the country and it’s raining everywhere! Though it’s a

huge respite after the scorching heat of summer as temperatures have dipped, it has brought with it the usual road safety woes.

The monsoon story is not so happy and happening when we see the traffic statistics. The number of road mishaps goes up a few notches higher each monsoon as people are too busy avoiding getting wet rather than concentrate on the road.

Considering road accident casualties during the monsoons and to ensure road safety, auto giant Chevrolet, a division of the US-headquartered General Motors, has launched its ‘Drive with Care’ campaign’. As part of the campaign, Chevrolet has also released a video that shows innovative road signs using hydrophobic paint, which can only be seen when wet.

Besides the video, safety messages saying ‘Drive with Care’ with wet paints and stencils will be painted in select residential areas in designated cities. One of the messages among several others across the cities is from 16-year-old Shruti, a road accident victim. It says, “I ran to avoid the rain, but the car was also in a hurry.” The messages are written using hydrophobic technology and will become visible every time raindrops fall on them. The messages will disappear once the area is dry.

“The longevity of these messages is around 45-60 days,” informs Jack Uppal, vice-president, marketing and customer experience, General Motors.

The campaign is spread across the roads of Mumbai, Chennai, and

Delhi. “The first round of execution will involve the three cities, and if we have successfully managed to generate awareness and curved down the accident statistics in those areas, we will go ahead in other metros and Tier Two cities as well. As for the video, it will be pushed aggressively on both YouTube and Facebook, and we are expecting a good reach there. We will also buy spots on television, especially on the news channels. It will be primarily on digital and television,” asserts Uppal.

The auto-giant tied up with Nielsen and ValueNotes to find out the number of accidental deaths during the monsoons, and decided to run the awareness campaign in order to educate people about road safety. Chevrolet gave the mandate for the creative execution to Commonwealth McCann.

“After seeing the statistics, we were of the opinion that we need to

enhance the awareness not only of drivers, but also of pedestrians. The primary objective of the campaign was to create a safety communication in an innovative way. We firmly believe in innovation and in all our communications, we’ve tried to do something different,” says Uppal.

Brushing the roads of Mumbai during the monsoons was no easy task, informs Krista Church Young, head of operations, Commonwealth McCann. The sudden appearance of the text in the middle of the road can distract riders/drivers. “We were cautious about it and that is why we chose broader roads. The idea is to create awareness with an emotional connect,” she says.

The entire film is shot in Mumbai and Jaipur. “We went to the homes of

road accident victims,” says Young.The 1.53 second-video starts with

the research findings, showing busy roads in the background. The video first puts forth the statistics, followed by the plight of victims’ families. Eventually, the focus shifts to the paintings on the roads. Even after the painting is done, the camera finds nothing on the road until it is hit by rain. Once the raindrops hit the hydrophobic wet paint, the messages are visible. The reaction of the people reading the messages is then recorded, and the film ends with the ‘Drive with Care’ message

written on the road just above the Chevrolet logo.

Manish Bhatt, founder-director, Scarecrow Communications, gives full marks to the effort and the innovation. But, he feels the success of the campaign will depend on the scale, and the level.

“In India, there is constant rainfall during the monsoons, so for to create shock value, you have to be there at the time when it is just starting to rain. It is highly probable that the messages end up as normal road paints otherwise, and then the shock factor will hardly be there for people on the road,” he says.

Rohit Raj, co-founder and creative head, The Glitch, also known as the right brain, also doubts the fact that the initiative will lead to some solution. He says, “Road safety is a point of concern for people in all big cities and where there are people, brands would love to help solve the problem to garner their share of fame. The problem is that most of the time, they become tactical solutions that are done for the sake of the 30 seconds of fame. This, unfortunately, is one such tactical piece where an innovation has been used to create a buzz, but will it change the condition of road safety in the country? I doubt it.”

But, Raj finds the contextual usage of the technology “bang on”. n

[email protected]

The brand has painted the roads of Mumbai, Delhi, and Chennai with wet paints using hydrophobic technology to raise awareness for road safety. By Anirban Roy Choudhury

The longevity of these messages is around 45-60 days.


“The idea is to create awareness with an

emotional connect.”KRISTA CHURCH

YOUNG

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

campaigntrailpresents

SIKKIM MANIPAL UNIVERSITY – DISTANCE EDUCATIONThe university has rolled out three humorous ad films as part of its efforts to popularise its distance education courses. The protagonist in each of the films is able to save their ‘slow, sinking and stalled’ careers due to timely suggestion about ‘Distance Education’ courses suggested by their colleagues.Creative Agency: Famous Innovations

PROTINEXThe nutrition brand has launched its new integrated marketing campaign #SomethingMissing aimed at creating awareness about protein inadequacy in Indian diets and busting the myth that ‘Regular daily diet is enough for daily protein needs’. The campaign kicked off July 20, 2016, with a teaser leg to pose a question to the Indian masses ‘Could there be #SomethingMissing in your daily diet?’.Creative Agency: Taproot India

INDIAN OIL CORPORATIONAs part of its ‘Har Mushkil Ka Hal’ (The solution to all problems) campaign, the national oil company has made use of a ‘babaji’ as a common protagonist in its two ad films, where the ‘babaji’ endorses Servo Pride XL Plus, an advanced diesel engine oil, to be used by the person or her husband for solving their woes and becoming happy again.Creative Agency: Grey group India

FEVIKWIK In a hilarious television spot, Fevikwik, the instant adhesive brand from Pidilite Industries, promotes its new product variant — Fevikwik Gel. The ad film depicts how Fevikwik Gel helps the hockey player exert ‘Total Control’ while doing what it does best – sticking to various broken objects instantly.Creative Agency: Ogilvy & Mather

GITANJALI JEWELSThe jewellery brand has rolled out an ad film featuring celebrity couple, Bollywood actor Lara Dutta and tennis player Mahesh Bhupathi, where a piece of jewellery always adds a unique touch to each of their special moments, conveyed through the thought – ‘Roz ek nayi prem kahani ke liye – Gitanjali’ (For a new love story everyday — Gitanjali).Creative Agency: Madvice

VIDEOS

MCDONALD’SAs part of its ‘A Taste of Good News’ campaign, the food service brand has rolled out three ad films to promote two new variants for its ‘Mc Aloo Tikki Burger’ and a ‘Mexican Cheesy Fries’ variant. The films show how the protagonists end up assuming the ‘good news’ to be in complete contrast with the reality, which is all about the new variants from McDonald’s.Creative Agency: Leo Burnett India


AIRCEL The mobile network service provider has rolled out a print ad for mobile number portability. The creative depicts a gym while the copy reads, ‘It takes a lot to get into someone’s phonebook. Now switch to our network without changing your number’.Creative Agency: DDB Mudra

SNAPDEALOnline marketplace, Snapdeal has rolled out its latest print ad ‘Snapdeal Monsoon Sale’ which is a call-to-action for customers to upload their ‘My #SnapdealMonsoonSong’ on YouTube in a chance to win a surprise gift for the 10 videos with the most number of likes that get selected even as it announces ‘Up to 60 per cent off’ on its products.

PRINT

AMULThe butter marketer, in one of its topical ads in its inimitable style, puns on the latest gaming sensation – Pokemon Go terming it as ‘Good Pokemoning!’. The print ad shows the popular Amul girl and her friends deeply engrossed in playing the game referring to the immense popularity which the game has garnered.Creative Agency: daCunha Communications

jobswitch

Post: Content ManagerCompany: Social KinnectProfile: Social Kinnect is looking for Content Managers, with a great knack for creative copy, content, blogs, emailers and websites!Exp: 2 to 4 yrs.Location: MumbaiEmail: [email protected].............................................................

Post: Graphic Designer - 4 NosCompany: Crescent Communications Pvt. LtdProfile: Ability to work on Mac and PC and related software and packages. Must be efficient in Photoshop besides ability to work on In design, Illustrator, Corel Draw, Microsoft Office, etc. Specilisation in photo retouching and finishing will be preferredExp: 8 to 12 yrs.Location: New DelhiEmail: [email protected].............................................................

Post: Creative Director - (Art)Company: Janrise Advertising Pvt. Ltd Profile: Should have min 10 yrs of experience as an Art DirectorExp: 10 to 15 yrs.Location: HyderabadEmail: [email protected].............................................................

Post: Junior Graphic DesignerCompany: Pixel CreationsProfile: Corel Draw, Photo Shop, Other Graphic Software, Illustration, Visualisation Power, Better understanding of design guidelines Exp: 1 to 2 yrs.Location: MumbaiEmail: [email protected].............................................................

Post: Social Media ManagerCompany: Red Realm Profile: Develop and maintain a comprehensive social media strategy that defines how social media marketing techniques will be applied to increase visibility and traffic across all brands and products Exp: 3 to 5 yrs.Location: South DelhiEmail: [email protected].............................................................

Post: Senior VisualiserCompany: Mag Communications (P). Ltd. Profile: You’re the one, if you’re a natural at designing breakthrough visuals by seeing the world around you differently. You’re a wizard at design software skills. You are well-versed with the latest design trends. You’re nothing short of an innovator in bringing clients creative visual solutions. But the question is, ‘Are you the one?’ Let’s find out!Exp: 2 to 4 yrs.Location: BangaloreEmail: [email protected].............................................................

Post: BD Manager - Corporate Events Company: Granvalor EventsProfile: This candidate has to be with an experience in business development with any wedding event agency, from Delhi / NCR. We are looking at a candidate who is a go getter from Day 1, So minimum experience we are expecting is 5 years in the trade.Exp: 1 to 5 yrs.Location: New DelhiEmail: [email protected].............................................................

Post: Client Servicing Executive / Senior Client ServicingCompany: Imagic Communications Private Limited Profile: Client Servicing-Operation Management. Should be fluent in written and spoken English. Manage daily business operations and projects. Intermediate between the client and agency.Exp: 2 to 4 yrs.Location: South Delhi – Lajpat Nagar, New DelhiEmail: [email protected].............................................................

Post: Senior Art DirectorCompany: Quotient Communications Pvt. LtdProfile: Will be responsible for running an art team of around 4-5 people and supervising all creative output of the team. Will need to independently handle large projects and work with the team to come up with great ideas for various briefs.

The candidate will also need to handle photo shoots - photographer selection, creative briefing, art direction of the shoot, etc.Exp: 5 to 8 yrs.Location: MumbaiEmail: [email protected].............................................................

Post: Client Servicing ExecutiveCompany: Infinium India GroupProfile: Works proactively to provide client business communication needs with the greatest amount of added value by day-to-day client follow-up. Receives client briefings, and analyses the input of client together With background knowledge, research, field feedback, etc. to produce creative brief for the creative and media team. Exp: 3 to 5 yrs.Location: GurgaonEmail: [email protected].............................................................

Post: CopywriterCompany: Tempest Advertising Pvt LtdProfile: To ideate and execute compelling campaigns; work closely with the servicing team; periodically meet clients and customersExp: 3 to 4 yrs.Location: BengaluruEmail: [email protected].............................................................

Post: Junior Account Assistant (female only)Company: Xpressions Pixel Works Pvt. Ltd. Profile: Prepare and record asset, liability, revenue, and expenses entries by compiling and analysing account information. Maintain and balance subsidiary accounts by verifying, allocating, posting, reconciling transactions; resolving discrepancies.Exp: 1 to 2 yrs.Location: MumbaiEmail: [email protected].............................................................

Post: Senior Copy WriterCompany: Walnut Advertising (I) Pvt. Ltd.

Profile: Liaising with clients and interpreting their briefs.Previous experience of having created campaigns for healthcare companies such as Cipla, Aventis etc, is a must. Developing creative ideas and concepts, often in partnership with the art director Exp: 4 to 8 yrs.Location: MumbaiEmail: [email protected]; [email protected].............................................................

Post: Senior Manager - Social Media ResearchCompany: Crescent Communications Pvt. LtdProfile: The individual should have a good understanding about the social media space along with a strong hold of data analysis and synthesis. An in-depth knowledge of business requirement and possible solutions in the digital media would be an added advantage.Exp: 3 to 5 yrs.Location: BangaloreEmail: [email protected]

TO ADVERTISE, CONTACT:

Abhilash Singh Ph: 09999989454

Email: [email protected]

Sumeet Chandiramani (Mumbai)

Ph: 09820590172 Email: [email protected]

[email protected]

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4 1afaqs! Reporter, August 1-15, 2 0 1 6

people


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

ADVERTISINGHUL Hindustan Unilever Limited (HUL) has announced a key change in the management committee of the company. Srinandan Sundaram (currently v i c e - p r e s i d e n t , skin care) will take over from Punit Misra as executive director, sales and customer development. The change will be effective from September 1, 2016. Misra has left HUL in order to pursue another opportunity.

Sundaram joined the company as a management trainee in 1999. Over the past 17 years, he has had stints spanning customer development (CD) and marketing across a number of categories. He has held leadership roles in CD across general trade and modern trade. Since 2009, he has led several categories in the personal care business including oral care, deodorants, hair care, and most recently, skin care. n

MARKETINGFCB UlkaFCB Ulka has announced the appointment of Surjo Dutt as national creative director (NCD). Dutt joins FCB Ulka from SapientNitro, where he was head of the creative function at the agency’s Delhi office. At present, Swati Bhattacharya is chief creative officer at FCB Ulka.

In the past, Surjo has also worked as vice-president and executive creative director at JWT, Delhi. In fact, JWT is where he began his career as a trainee copywriter 17 years ago. Brands he has worked on include Pepsi, 7UP, Mirinda, Mountain Dew, Slice, Tropicana, Frito Lay, Nestle, Airtel, Nokia, GSK, Hero Moto Corp, UNICEF, Congress, NOKIA, Hamdard and Radikal. Surjo was part of JWT’s global ‘High Performance Group’ for two years.

Lowe LintasLowe Lintas has announced the appointment of Hari Krishnan as president, South. He will be based in Bengaluru, and will handle the agency’s offices in Bengaluru, Chennai, and Hyderabad where he will work on brands such as Arvind, Britannia, Fastrack, Flipkart, Gold Drop, Hike, ITC Foods, MRF, Mobizz, Paper Boat, Sonata, Tanishq, TI Cycles, and TVS Motors. His appointment comes

on the back of G V Krishnan’s recent exit as president, Lowe Lintas, Bengaluru.

Krishnan is currently the CEO of MullenLowe Lintas Group in Sri Lanka. He had joined MullenLowe Lintas Group in early 2015 from Grey India where he was heading the agency’s South operations. He brings with him about 20 years of experience in the advertising and media industry, having spent most of it between Lowe Lintas, JWT, Star TV, and Grey.

SapientNitro SapientNitro, a part of Publicis.Sapient, has announced the appointment of Amod Dani as the agency’s creative head for North. Dani joins SapientNitro from AffinityX, a creative and digital marketing agency where he was the vice-president for the creative division. His appointment comes on the back of Surjo Dutt’s exit from the agency’s (SapientNitro) Delhi office as head of the creative

SURJO DUTT HARI KRISHNAN

AMOD DANI

SRINANDAN SUNDARAM

function.Dani will report to K V Sridhar (Pops), chief

creative officer, SapientNitro India and will be responsible for driving creative excellence for all of the agency’s clients in North India. n

Asian Paints recently released its long-format digital film ‘Saroj - The Leader’ to promote its brand Colour Academy - the

educational arm of Asian Paints. The five minute, forty-three second film,

created and conceptualised by Ogilvy & Mather as part of the ‘Naam Hoga Toh Kaam Hoga’ campaign, shows the grit and determination of a young girl who decides to put her career as a beautician on the backburner for a while to take a leap of faith into the unknown and unexplored world of being a painter by getting enrolled into the Asian Paints Colour Academy. Supported by her family, her decision to do so brings her sev-eral accolades and opportunities later.

Saroj, the young, ever-smiling and determined girl is one of the 25,000 painters to be trained by Asian Paints at the Asian Paints Colour Academy in Mumbai last year. The training was part of an initiative undertaken by Asian Paints in col-

laboration with the National Skill Development Council and Skill India, a Government of India initiative, to help citizens enhance their existing skills by giving them access to various affiliated and accredited training partners and infrastruc-ture providers.

Commenting on the digital film, V R Rajesh, senior vice-president, client servicing, Ogilvy

& Mather, says, “The brief was to define the brand Colour Academy, the educational arm of Asian Paints that promises to transform unskilled labour into professional experts. ‘Naam Hoga Toh Kaam Hoga’ is the first recruitment cam-paign, started one-and-a-half years ago, through on-ground, radio, and the print medium. The video, which was developed to inspire and recruit interested participants from small town and vil-lages, was played at ‘labour mandis’.”

When quizzed about brand integration, and why the brand was visible so late into the film, Rajesh says, “Branding was not really the issue over here. The only question we asked ourselves was whether it was inspiring enough?” When asked about the dual branding (a bike brand) in the film, Rajesh says, “Any brand name appearing apart from Asian Paints is purely incidental.”

The film is directed by Rahul Dadda from the production house Filmicians. The background score and the anthem music have been com-posed by Rohit Sharma of ‘Ship of Theseus’ and ‘Buddha in a Traffic Jam’ fame.

The popularity of the digital ad film can be gauged by the fact that ever since it went live on the brand’s YouTube channel on July 7, it has clocked over three lakh views till date. n

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Honouring SarojSaroj is one of the 25,000 painters the brand has trained under the Asian Paints Colour Academy. By Aditi Srivastava

ASIAN PAINTS

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