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February 1-15, 2020 Volume 8, Issue 15 ` 100
16
AMAZON PRIME,
A total of 46 metals were
Subscriber copy not for resale
awarded at the glittering
FIRSTPOST SHINE
ceremony of the 4th
edition of our vdonxt
BRIGHT AT VDONXT
awards. Maximum Golds
were bagged by Amazon
Prime and Firstpost. The
AWARDS 2020
ceremony took place in
Mumbai on January 29.
Silver Partners:
Presenting Partner:
Bronze Partners:
Co-powered by:
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Categories mi awards
MEDIA INNOVATION AWARDS FOR PUBLISHERS & BROADCASTERS
2nd Edition
The use of innovation to make the content
EDITORIAL/ more absorbing-this could be (for example)
PROGRAMMING/ in the form of a new initiative, a change in
CONTENT design, in scheduling or in any other way.
The use of innovative marketing practices to
enhance a media brand, create excitement
MARKETING around it and help it stand out from the
competition.
The application of unique methods to get
content or programming across to new
DISTRIBUTION audiences or to old audiences in a more
convenient way.
Innovation is possible only if the work cul-
ENTER NOW
ture and environment are innovation-friend-
ly. This category of awards attempts to
WORKPLACE recognise distinctive initiatives in the work-
place – be it the use of technology, design,
training programmes or anything else – that
Final entry submission deadline:
give a fillip to innovation. February 13, 2020
www.miawards.in
Final Showdown: March 18, 2020 | Taj MG Road, Bengaluru
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EDITORIAL
This fortnight... Volume 8, Issue 15
I n 2017, we held the very first edition of vdonxt asia, our annual convention on EDITOR
Sreekant Khandekar
the business of online video. Just glancing through the list of topics we discussed
PUBLISHER
February 1-15, 2020 Volume 8, Issue 15 ` 100
then is a masterclass in how far the industry has come. Let me illustrate: One of Sreekant Khandekar
the topics was ‘When will online-only videos become mainstream?’. Another was EXECUTIVE EDITOR
‘Can brands find scale in online video content?’. Yet another was ‘What place does Ashwini Gangal
a subscription based model have in an advertising dependent content system?’. The PRODUCTION EXECUTIVE
Andrias Kisku
obsolescence of these topics is fascinating, isn’t it? Just the other day, my colleagues –
ADVERTISING ENQUIRIES
the team that puts vdonxt together, each year – and I were laughing at ourselves for Shubham Garg
16 feeling nostalgic about something that happened only four years ago. This reflects the 81301 66777 (M)
AMAZON PRIME, pace at which the digital video space has grown. Noida
A total of 46 metals were
Subscriber copy not for resale
awarded at the glittering
FIRSTPOST SHINE
ceremony of the 4th
edition of our vdonxt
Apoorv Kulshrestha
BRIGHT AT VDONXT
awards. Maximum Golds
were bagged by Amazon
Prime and Firstpost. The 9873824700 (M)
AWARDS 2020 This time, we tried to capture trends in the online video space by discussing
ceremony took place in
Mumbai on January 29.
Noida
textured topics like: Why has comedy become such a successful genre on OTT
Silver Partners:
Presenting Partner:
Nikhil Jhunjhunwala
9833371393 (M)
platforms? How has the rise of OTT impacted the world of user generated content?
Bronze Partners:
Co-powered by:
Mumbai
How did gaming become content – and who watches gamers in action? How can Vijayalaxmi Yadav
we make screen time meaningful for kids? As OTT penetration deepens, what will 9930547767 (M)
Mumbai
the next wave of viewers watch? How will advertisers reach the growing pool of ‘TV
mktg@afaqs.com
dropouts’ or what I like to call ‘the modern media dark’ belt?
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B 3, Ground Floor, Sector 4,
This year, we also explored complex subjects such as screen size – how do creators Noida-201301 Uttar Pradesh.
and producers reconcile the content to the context (mobile versus connected television) MUMBAI
it is watched in? – and the ‘product’ aspect of the ecosystem – are product and tech 302, Makani Center, 3rd Floor,
Off Linking Road, Bandra (W),
teams playing catch up to content? Mumbai-400050.
I’m sure we’ll look back on these subjects four years from now and marvel at SUBSCRIPTION ENQUIRIES
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having come so far, again.
Owned by Banyan Netfaqs Pvt Ltd and
Printed and Published by
For now, sit back, relax and read about the brands, platforms and agencies that Sreekant Khandekar,
won accolades at the 4th vdonxt awards. Congratulations to all the winners! at 7-A/13, Ch. Ratan Singh Complex,
Jawala Heri Market, Paschim Vihar,
New Delhi-110063.
Printed at Artz and Printz
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Ashwini Gangal
ashwini.gangal@afaqs.com
CONTENTS
SUDHIR SITAPATI
“More important for 25
19 brands to be famous
than persuasive”
IMPERIAL BLUE
Men will be men
Sudhir Sitapati , The latest ad has been
executive director, crafted by two men and
foods and refreshments, a woman at Ogilvy.
Hindustan Unilever,
talks about marketing and
communication.
15
SWIGGY 14 ASUS 24 POV 26
What the Falooda? Going ‘over the edge’... Efficacy of Whatsapp...
Swiggy sensitises users against A conversation with Asus’s What is the brand’s efficacy in
the use of abusive language. Paramjeet Singh Mehta. terms of advertising?.
afaqs! Reporter, February 1-15, 2 0 2 0 3
MARKETING INITIATIVE
“Zee Marathi’s TV campaign reached out to 50% more
audiences...”, Viral Oza, CMO, Lodha Group
First time on television, QR technology was implemented on prime time shows of Zee Marathi.
L
odha Group, one of We have used TV before for some
India’s leading real estate of our national/NRI campaigns. Ashish Sehgal
Chief Growth Officer,
developers, recently However since our focus has been Advertisement
partnered with Zee Marathi. only in Mumbai, the usage of TV Revenue
for our key launches has been Zee Entertainment
With the developers launching Enterprises Ltd.
their truly affordable housing limited.
brand, Crown, it was necessary
to reach out to their TG in their Q. How has Zee Marathi
local language - Marathi. This managed to change the
led to their association with the perception by providing a Our customer-centric solutions to our
leading regional TV channel in customer-centric targeted advertisers coupled with our strong
Mumbai. In addition to the reach, solution? How was the brand have been the key differentiator
and helped us dominate. Zee Marathi,
the collaboration also resulted in experience of advertising a way of life, in most Marathi speaking
the launch of the first-of-its-kind on Zee Marathi? households has redefined the regional
ra a CMO, Lodha Group space and has not only helped build
initiative leveraging the QR code We were focusing on the brands but the response to advertisers as
technology - Aston band-QR code affordable housing segment well. This re-establishes the importance
with the brand ‘Crown’, aimed of regional television in Maharashtra
combo - on television. a part of this unique solution, despite being a highly duplicated market
at lower-middle-class families Nilesh Sable, the popular host of with Hindi. Zee’s bouquet of Marathi
Talking about the association, with a monthly income of the top-rated talk show “Chala channels (Zee Marathi, Zee Talkies, Zee
Yuva and 24 TAAS) with a stronghold
Viral Oza, Chief Marketing Officer, around Rs.50,000 onwards. It Hawa Yeu Dya” talked about the of 60% market share has been able
Lodha Group, said, “The Zee was essential for us to reach out Crown project in detail and also to efficiently and effectively drive key
to this audience in their local metrics like top of mind brand recall,
Marathi team have been great asked viewers to scan the QR code brand trust and ROI in Maharashtra.
partners in understanding the language, Marathi. Hence, we to know more about the project. Several advertisers in diverse categories
essence of our prospective buyers, focused on increasing the reach Aston bands comprising of the QR including FMCG, Auto, online education,
real estate, consumer electronics have
thereby providing impactful TV of our media plans within our code and other CTA were played experienced the difference that Zee
solutions to persuade them. A few market by adding TV. Zee Marathi, during the program as well. Marathi can bring to their business in
with the highest regional reach in Maharashtra.
of the leads which we got via the With innovation being at the heart of
TV campaign have even translated Mumbai, was the obvious choice. Q. QR Code concept our approach Zee Network has pioneered
into bookings. Looking forward to Our media agency, Madison came has been traditionally offline to online technology with the
use of a QR code which has resulted in
more exciting opportunities in the on board to conceptualise and implemented in Print tremendous response for advertisers and
days to come.” execute an impactful outreach. Publications. For the has opened new avenues to the industry.
Zee Marathi, with its expertise The results of the Lodha group campaign
first t me a e na on Zee Marathi have objectively proven
Edited excerpts of the interview... in providing quality content for Channel – Zee Marathi Television as the most cost-effective
Q. As one of the most the Marathi audience, provided has implemented the medium to drive lead generation as
against popular perceptions.
trusted brands in the a seamless solution for Lodha to same on television.
Indian real estate promote its ‘quality homes’. As How was your overall
n str at as been experience about
Amit Shah
your approach towards television advertising? Cluster Head, North,
an ta
media and advertising Keswani How was the response? West & Premium
traditionally? Which are CEO Channels
Over a year back, we witnessed Zee Entertainment
Madison Media
the mediums that you (The agency the impact of QR code insertions Enterprises Ltd.
have been using for your behind the curation of and effectively used our learning
advertising needs? the campaign) At Zee Marathi, we are singularly focused
for relevant print campaigns. In
on delivering optimum value to our
Our media plans have been skewed terms of reach, the TV campaign viewers. Zee Marathi has successfully
towards print in the past owing to reached out to 50% more picked up each cultural nuance within
the targeted reach and credibility the market, reflecting the audience’s
audiences within our target in aspirations and encouraging conversations
that the medium offers. Since the Zee Marathi is among the top reach Mumbai.. Partnering with Zee within the family through its content.
media vehicles across mediums in
last few years, digital too has been Mumbai and Maharashtra. Regional Marathi, the “Aston band-QR code This consumer-centric approach backed
by deep insights has helped us maintain
becoming an increasingly critical media is booming and we have seen combo” ran during prime time on our leadership position in the Maharashtra
channel for real estate marketing. quite a few successes with Zee Marathi top rated programs on Zee Marathi market. Advertisers too have recognised
for Maharashtra. Most recently, for the strong brand perception of the channel
To maximize reach, we have been Lodha, we exposed the launch of their for the FIRST TIME EVER for and our ability to generate better-targeted
using other media including OOH mass housing project on Zee Marathi’s this category. We saw a 7% hike plans. This understanding of viewers
top reality show which has a high
and Radio for various projects. affinity to male audiences too. We made in the number of responses further gave us insights to plan solutions
and not only help the Lodha Group with
up for the absence of TVC through for the first phase of this activity its campaign but also intrigued our viewers
Q. What was the anchor mentions and a longer Aston (Crown Thane). Responses for the towards this initiative. Nothing better
band with a call to action through QR
reser at n a a nst code. The ROI was very encouraging. second phase (Crown Taloja) were than winning the hearts of our viewers and
advertisers.
advertising before testing 3X better.n
the medium?
4 afaqs! Reporter, February 1-15, 2 0 2 0
MARKETING SPEAK
Time to go with Star FLOW –
India’s only Marketing festival
Here’s what’s in store for marketing enthusiasts at the 2nd edition of Star FLOW.
Nir Eyal
The best-selling
author of ‘Hooked’
and ‘Indistractable’
A
fter hosting a very successful inaugural
edition of India’s only marketing festival,
TOI is back with the 2nd edition of Star
FLOW – The Change Festival, that promises to be
bigger and better than last time. Having brought
together the country’s marketing community to
a festival of learning and exchanging ideas, this
year’s festival will see global marketing gurus and
their Indian counterparts come together to rattle the
conventional practices and traditional theories.
For an industry whose itinerary is dotted
with award functions and events that celebrate
advertising and communications, the festival is
unique in the sense that it remains India’s only
marketing festival - one that remains steadfast in
its purpose of moving beyond the superficial and
does a deep dive into core marketing. The first
edition of this very exclusive festival heard W Chan
Kim talk about his Blue Ocean Strategy. Also,
Roger Fisk, former campaign manager for Barack
Obama, shared insights about how individuals are
organizers that need to be activated. Ranging from
‘Psychology of Business’ and ‘Artificial Intelligence’
to the ‘Female Consumer’, several Indian and
foreign speakers discussed a range of topics.
The second edition of this groundbreaking
festival that will be held on February 19 and 20
at the Leela Ambience in Gurgaon. Star FLOW
6 afaqs! Reporter, February 1-15, 2 0 2 0
MARKETING SPEAK
Patrick Renvoise Marty Neumeier Richard Shotton
Co-Founder & Chief Persuasion Director of CEO Author and
Officer, Sales Brain Branding for Liquid Agency Behavioural Science expert
promises an eclectic mix of content which ensures
that there is something for every member of the
marketing fraternity, ranging from CXOs to young
Turks in their early years as marketers. From the
mindset required by a successful manager to much- Be part of Star FLOW -
needed insights about consumer aspirations, and
from providing access to global cutting-edge tech
The Change Festival:
tools to transformative ideas that can shape the
Date: February 19 & 20, 2020
future, the initiative has it all.
In appreciation of the diverse needs of the Venue: The Leela Ambience,
marketing fraternity, the festival brings together Gurgaon
varied strands of thought from across India and To register: Visit www.flowfest.in
the world. It will kick off with a keynote address
by Nir Eyal, best-selling author of ‘Hooked’ and
‘Indistractable’. Termed by the MIT Business Review
as ‘The Prophet of Habit-Forming Technology’, his virtual reality. Performance Marketing’ and ‘Sustainability and a
books help marketers create and market products Acting as a perfect example of how TOI always Circular Economy’. In addition to this, this year
that consumers keep returning to. That’s reason places innovation at the forefront, the session on features a special, parallel track of talks, bringing the
why his session on ‘How to Build Habit Forming ‘The Era of Open Innovation’ by Charles Leadbeater, audience inspiring stories that will take marketers
Products’, will not just make for compelling listening a leading authority on innovation and creativity will from boardrooms to grassroots.
but will also set the right tone for the two action- be another great takeaway. A highlight of the festival Star FLOW shall also provide its participants
packed days that follow. is its very special guest, Sonam Wangchuk, whose an opportunity for hands-on learning, with a set of
An equally thought-provoking session will be life inspired the iconic movie 3 Idiots. An Innovator, workshops on exciting themes such as Persuasion in
conducted by futurist Sophie Hackford, co-founder Education Reformist and Ramon Magsaysay Marketing (Neuromarketing), Applying Behavioural
of 1715Labs – a spinout from Oxford University’s Awardee, Sonam will speak on ‘Simple Solutions to Science, Blockchain & Marketing, Rural Marketing,
Astrophysics Department. Her talk on ‘How AI & Complex Problems through Innovation.’ Design Thinking and Neuro-measurement, to name
tech will transform human lives’ will encompass how Several stalwarts from India Inc. will be joining a few of the learning experiences available. So, it
technology changes how we live, work and transact the 2nd edition of Star FLOW to share their views doesn’t matter if you’re a CXO, a middle manager,
by weaving together complex developments in on vivid issues such as ‘How to succeed in a or just a young marketing enthusiast, be sure to join
quantum computing, AI, data, asteroid mining or difficult economic scenario’, ‘Brand Building vs the action.
8 afaqs! Reporter, February 1-15, 2 0 2 0
BRANDS AND SPORTS MARKETING
How sports associations are elevating
emerging start-ups & companies
Here’s what makes Cricket the preferred choice of emerging start-ups while indulging
in sports sponsorships.
T
he power of sports
entertainment in a
country like India needs
little acknowledgment.
India as a country dwells on
sports entertainment and
idolizes its heroes on the field.
Harboring massive tractions
from sports enthusiasts across
the country, sports viewership
in India runs at an all-time high.
However, among the many
popular sports in India, there
is one that has ascended from
being a sport to becoming a full-
fledged religion. Yes, you got
it right; we are indeed talking
about the game of cricket.
Sameer Nigam, CEO &Founder, PhonePE Srivats TS, VP Marketing, Swiggy
93% of the sports viewership
in India comes from Cricket,
while a total of 362 million massive audience that they are Expressing the benefits of of users download the app,
viewers come just from the able to reach out to, resulting associating with the IPL, Srivats waiting for Swiggy to go live
Indian Premier League. With 43 in a correlatively high ROI. TS (VP Marketing, Swiggy) said, in their cities. At Swiggy we
billion impressions in 2016 the With new brands joining the “Swiggy has been an associate saw strong business results
traction scaled upwards to 51 bandwagon each year, the IPL broadcast sponsor of IPL two across key metrics including
billion impressions, registering a qualifies as the perfect arcade years in a row and has delivered new user growth as well as
compound annual growth rate for this model. some of the most memorable repeat user growth through the
(CAGR) of 9 per cent, according commercials of the cricketing campaign. We saw phenomenal
to the report that comes amidst Talking about what makes season. Riding on the campaign’s engagement on Swiggy Sixes as
the ICC Cricket World Cup. cricket the first choice of success and continuing with the a property with over a million
These figures reveal the big-time brands with regards to sports ‘What a Delivery’ theme, last users using the Swiggy Sixes
benefits of sports sponsorships, sponsorship, here’s what Sameer year, Swiggy brought back six during IPL.”
with exposure being the prime Nigam (CEO and Founder, new commercials that celebrated
highlight. As a result, this provides PhonePe) had to say, “The focus India’s undying love for Cricket IPL is an anchor in the regular
emerging brands and start-ups of last year’s brand campaign and Food in the most witty Indian home and it dictates
that are looking to maximize was on building awareness and relatable manner. The core sports viewership while its time
reach, brand awareness and overall around digital payments for message of the campaign was on air. Interestingly, in its 11th
brand recall an opportunity to both rural and urban audiences. simple as it highlighted how edition it dominated the annual
go the extra mile and grab major A mass media platform such Swiggy is allowing consumers cricket viewership by 40 percent,
attention. as TV offered us the perfect the convenience of enjoying the with 50 percent IPL viewers
opportunity to do so as it is the cricketing action while it takes aged below 30 years. Moreover,
Over the years we’ve seen medium with the largest reach in care of all their food needs. Shot the impact on the advertising
myriad brands invade the sports the country. Cricket is the most in an entertaining and tongue- industry and e-commerce has
sponsorship space and this has popular sport in the country and in-cheek manner, the ads were emerged as the dominant sector
increased with the passage of VIVO IPL is the biggest sporting inspired by everyday situations with share of ads going up from
time. One of the top reasons event of the year. We therefore with simple storylines and 14 per cent in 2016 to 42 per
for this gradual growth is the felt it was the right platform minimum dialogues. Swiggy’s cent in 2018. These figures are
wide variety of viewership to launch our new brand IPL TVCs are reflective of the indicative of the importance and
demographics. But what makes campaign with Aamir Khan and national brand that Swiggy power of sports on television,
sports sponsorships truly create awareness about digital is today. Post the last IPL and especially cricket. n
worthwhile for brands is the payments and PhonePe.” campaign, we had millions
10 afaqs! Reporter, February 1-15, 2 0 2 0BRANDS AND SPORTS MARKETING
“During an India match day or a big
IPL match, we certainly see an uplift on
our downloads...”: Atit Mehta, BYJU’S
The Chief Marketing Officer of the Edu-tech giant shares his views on the brand’s partnership with
IPL, marketing objectives, yield factor and more. B y Debashish Chakraborty
T
he Indian Premier League
Atit Mehta
(IPL), without a doubt,
is the biggest sporting CMO, BYJU’S
event in India. It has
been 12 years since its inception
and it hasn’t looked back since.
In addition to being the most
cash-rich event, its glamor and
entertainment factor has been
successful in keeping both - the
audience and brands - loyal and
hooked. Considering the craze
that the Indian audience has
for Cricket, the t20 format with
celebrity-backed franchisees
provides brands unparalleled
exposure and reach.
IPL is considered to be the
harbinger for commercialising
sporting properties in India.
While today these events have
mushroomed, increasing the
standard and the scope for sports,
IPL has maintained its top spot -
becoming a marketer’s favourite.
In addition to its colossal reach,
it has also managed to offer
unique marketing and branding
opportunities. With brand
associations across sectors -
FMCG, technology, auto, FinTech,
e-commerce, electronics - the
brands in the league’s kitty is
copious and diverse.
With just a couple of months left
before the IPL-fever kicks in and
hijacks conversations, we spoke
with Atit Mehta of BYJU’S. The
chief marketing officer of the edu-
tech giant shares his views on
the brand’s partnership with IPL,
marketing objectives, scope for
customisations, yield factor, and
more.
1 2 afaqs! Reporter, February 1-15, 2 0 2 0BRANDS AND SPORTS MARKETING
Edited Excerpts: Our target group is the parents
Q. In the realm of Indian who have kids in the age group
cricket, IPL has been of 5yrs to 18yrs. IPL is a great
a major catalyst in platform for any brand that is
sparking conversations. looking to reach a mass audience
Do you agree? and who has a pan India
Yes, I completely agree. The coverage and penetration. CRICKET, IN GENERAL, PROVIDES
IPL is about 60 matches, each
of nearly 4 hrs of complete Q. With this partnership, A LOT OF INCENTIVES FOR ADVERTISERS. FOR
entertainment and a very high how has your experience
level of competitive cricket. been? What kind of EXAMPLE, CRICKET IS AN ADVERTISER-FRIENDLY
incentives do you think
With all matches in the
evening, it looks to be even IPL provides over other
SPORT WITH A BREAK AFTER EVERY OVER OR AT
bigger and higher viewership
and impressions. Also, at the
Indian sporting events?
BYJU’S has been associated
A FALL OF A WICKET. PLUS THE BREAKS ARE OF
time of the IPL, there is a lot with cricket from September 45 SECONDS, SO THERE ARE 2 OR 3 BRANDS
of chatter not just about the 2015 onwards (when the app
games and the players, but also was launched). During an India WHOSE ADVERTISING PLAYS OUT - THEREBY
brands. Therefore, if a brand match day or a big IPL match,
gets associated with it, lot of we certainly see a rise in our REDUCING THE EBB AND FLOW OF VIEWERS
positives rub off and derived downloads as compared to non-
benefits can be attained. The ‘IPL cricket days. Other measurable
months’ also coincides with the objectives like awareness,
closure of the previous academic audience engagement, time
year and this augurs well for spent on the app, conversation
both of our brands - Disney rates, etc., also have shown an
BYJU’S Early Learn for grades 1-3 upward trend.
and BYJU’S & The Learning App Q. In the last few years, days in March and April, there
for grades 4-12. Cricket, in general, provides a lot IPL has become one of is something that will make
of incentives for advertisers. For the biggest marketing you switch on your television
Q. Last year you example, cricket is an advertiser- platforms with multi- set once at home. Every other
were the Broadcast friendly sport with a break language feeds, live content like News is on the
Associate Sponsor for after every over or at a fall of a stream on OTT, etc. app or general entertainment
the IPL. What was your wicket. Plus the breaks are of How do you think these content is on OTT platform
marketing objective 45 seconds, so there are 2 or 3 benefit marketers - Live sport and cricket are
and strategy to connect brands whose advertising plays and how can this be what makes me switch on the
and cash-in favourable out - thereby reducing the ebb leveraged? TV set.
returns? and flow of viewers. The availability of live cricket
Our marketing objective across multiple platforms Q. How do you see
was to reach the core mass Q. Customized and multiple languages is a the future of cricket
audience which a platform activations during great benefit for brands and unfolding in India?
like Cricket or IPL provides. sporting events have marketers. Live cricket on Cricket is not fading away
Associating with a series like increased sporadically the OTT platform augments or going anywhere. All of us
IPL not only gives mass reach, over the years. What the reach and drives in more used to watch cricket to see
coverage and frequency, it are your thoughts on unique viewers, language Sachin or Rahul Dravid bat,
also gives a brand credibility this? feed increases time spent as now we watch it for Virat or
and presence. For example, Activations are only possible the commentary and cricket Rohit or Dhoni. Tomorrow we
only about 80-100 brands are if a brand is either a team graphics are in your preferred will have some new players
on IPL compared to regular sponsor or a ground sponsor language which one can read emerging which will take the
television where a thousand or a broadcast sponsor. Over and understand. This is a huge sport further and the cycle
brands are advertising. As the years, most of the brands innovation in sports, especially will go on. According to me,
a marketer, one needs to have taken extra effort in cricket which is driving the future is still very strong
look at all aspects, as these leveraging the sponsorship viewership and brands lining for cricket and will only grow
sponsorships require a huge which comes at a fraction of up to pick up sponsorship and with more and more countries
investment but if the returns the cost to what one pays for signing high-value deals on playing the sport and more and
commensurate the investment a sponsorship. In a way, it’s cricket. more platforms showing the
- there is good ROI and money good that by sponsoring a big sport. In fact, this year cricket
well invested. cricket tournament, the brand Q. As a viewer, what are is looking bigger with IPL, Asia
Q. What is the target gets mass reach and coverage you looking forward to in Cup, Women’s World Cup and
group that you plan to plus there is an opportunity IPL 2020? T20 Men’s World Cup. Brands
tap with an association to create customer delight by I am certainly looking forward will have a lot of opportunities
like this? driving in some activation. to IPL 2020. For around 45-60 with cricket in 2020..n
afaqs! Reporter, February 1-15, 2 0 1 9 13ADVERTISING
SWIGGY
What the falooda Swiggy?
Its latest campaign aims to sensitise customers against
the use of abusive language. By Ananya Pathak
W
hat is your first reaction if we are hopeful that many such users
your food order is delayed will relate to it and become more
or does not touch the conscious of their choice of words.”
expectation mark, or a part of it is This however is not the first time
missing from the delivered package? the brand has taken an initiative
The most obvious answer would be in favour of its customer care
- anger. You might call the delivery executives. Its ‘What’s In a Name’
guy back and vent at him or call/chat video, released in November 2018,
with the customer care executive urged customers to start calling not
to complain. More often than not, just Swiggy delivery partners, but
almost unmindfully, we tend to use also their other service partners, by
hurtful or foul words, forgetting that About the execution, he mentions
the executive is there to help us and that it could have been better. “The
more often than not, has least to do screenplay and flow is very patchy
with our order. and hence the length has gone out
Online food ordering and of hand. This could have easily been
delivery platform Swiggy, in a stronger and impactful shorter
its latest communication - film with versions running around
#WhatTheFalooda, aims to sensitise social. Seems that the brand has
customers against the use of abusive strategically thought of creating a
language while interacting with single asset so that only a single asset
customer care executives through has to be amplified. Convenience
chats, calls and on social media. of launching a campaign seems to
Conceptualised in-house, the have taken precedence over telling a
campaign intends to create empathy strong narrative and story.”
for customer care executives who are He points out that the move will
at the receiving end of complaints. not solve the issue as the extension
The campaign will be hosted on
a microsite (https://whatthefalooda. their name.
swiggy.com/) from where consumers The opening scene of the ad
can download a special plugin for in question reminds us of a film
Chrome and Firefox browsers. released by Radio Mirchi – ‘Mirchi
This plugin automatically detects sunne waale always khush’ – where
profanity in the text while nudging two commuters begin to dance after
Customers might unknowingly hurt the
emotions of anonymous executives who work
round the clock to sort grievances. Through
this campaign, many consumers will become
conscious of their choice of words. She says one major drawback of won’t be activated on their App or
the campaign is the extension being other Apps. “It seems to work a lot
users to reconsider their choice of their car crashes. only for desktop. For a brand that’s like Grammarly and hence desktop/
words and replace them with words widely used as a mobile app, creating laptop centric.”
related to different types of food like SO, DOES IT WORK? a desktop only extension might not “There could have been a tech
Biryani, Idly, Falooda etc. Kruthika Ravindran, senior have been the wisest thing to do. innovation that activates only on the
Srivats TS , vice president, manager, TheSmallBigIdea, opines, “However, with the number of customer support chat. Instantly,
marketing at Swiggy, says, “Tens “Swiggy sure has found the perfect conversations happening around the changing the mood of chats. That
of thousands of users interact with medium to reach out to their campaign, it definitely is a great step would have been a Eureka moment.”
customer care executives each day audience - their stakeholders! First, towards creating awareness about the “The flow of the video could have
across various organisations. Some with the #WhatsInAName campaign consequences of using profanity.” had more consistency in emotions.
of them might unknowingly hurt for their delivery partners, and now Rikin Shah, Group Solutions “In the first situation, the non
the emotions of these anonymous with #WhatTheFalooda for their Manager, Schbang, finds the idea of abusive person is confused but in the
executives who work round-the- customer care executives.” the film very powerful with a string other instance person was smiling.
clock to sort out grievances and “In my opinion, it’s a brilliant insight. “Foul language being used is While the father is frustrated, the son
ensure a hassle-free experience. We concept backed by brilliant insight. a common thing but when it comes is happy, which definitely doesn’t
tend to forget that they are human But will it solve the problem? That to a customer-brand relationship, capture the right behaviour and the
too, and words of profanity can hurt depends on the number of Faloodas things can take a turn of events very psyche,” he quips. n
them deeply. Through this campaign, and Biryani Idlis they receive!” easily,” he says. ananya.pathak@afaqs.com
14 afaqs! Reporter, February 1-15, 2 0 2 0INTERVIEW
SUDHIR SITAPATI
“Important for brands to be famous”
W
hen the cover of a book resembles a detergent
pack from a TV commercial from the ‘80s,
making a judgment about its contents is
easy, never mind old adages that caution us against
doing so. The book is ‘The CEO Factory’, the
author is Sudhir Sitapati, executive director, foods and
refreshments, Hindustan Unilever... the detergent is
Surf Excel and the ad is Alyque Padamsee’s ‘Lalitaji’.
Sitapati, who joined HUL in 1999 as a management
trainee, has, over the last two decades, worked across the
company’s personal care, home care, and foods and
refreshments divisions. He’s also an executive director
on the company’s management committee.
Peppered with facts, anecdotes and wisdom, the
book is a HUL-lifer’s attempt at decoding the inner
workings of his workplace. The book covers subjects
like management training, marketing, advertising,
media planning, product development, pricing, sales
management, cost management, and human resources.
Serving its title, the book also looks at Unilever’s
contribution to the corporate world in terms of human
capital and leadership.
Over an email, Sitapati answered a few questions
about marketing and communication. Among global marketing leaders across
Edited excerpts. companies whose theories resonate with
“I feel that medium you? Say, Paul Polman’s view is skewed
From 1999 to 2020 - What, in your view, towards sustainable marketing, Marc
have been the top three changes in the effectiveness, while true, is Pritchard’s got radical views about agency
HUL way of going to market? over stated and there will structures, Keith Weed talks about brand
Actually the more interesting question is safety across digital platforms; beyond
what has not changed in the HUL way of going always be some media that corporate leaders, there’s a Steven Pinker
to market and these are – the importance of
the insight driven big idea, mass media driven
reaches every consumer!” way of looking at the world, a Yuval
Harari lens, a David Deutsch school, a
by low cost reach and the continued drive in SUDHIR SITAPATI Ray Kurzweil approach – who inspires
reaching more stores. Digital transformation of you?
the company in all these areas is a big change. I draw most of my inspiration in marketing
and what modern day marketers ought from the ‘problem definition’ way of marketing
What are the three most challenging/ to do, read, think and worry about. What taught at IIM Ahmedabad. Our professor, the
memorable advertising briefs – ones you to your mind characterises an effective legendary AK Jain, would drill the question
wrote, revised, approved, were closely marketer in 2020? ‘What is the problem?’ into us all the time.
involved with – of your career? Marketers should continuously obsess about It’s the most important question in marketing.
After the initial success of the Puddle War consumer needs and develop brilliant, insightful The focus on defining a problem and solving it
film in 2005 and a few of its successors, we products to address them. They should then objectively appeals a lot to me. But two books I
thought we were ready to move away from the build famous, loved brands because in most have learnt a lot from are 22 Immutable Laws of
Daag Acche Hain idea in 2008. But a brilliant cases it is more important to be famous than Marketing by Trout and Ries and How Brands
piece of consumer research gave us a new set persuasive. Finally they should find low cost Grow by Byron Sharp.
of fresh insights in the area of ‘what values do media to communicate and these days digital
mums look for in kids’. The next film, which often features in the grid. Messages need to be Millions of viewers are giving up watching
we call Dogboy, where a young boy empathises impactful and media needs to be at the lowest television. How then should advertisers
with a teacher who has just lost her dog, done possible cost! reach this ‘modern media dark’ belt? What’s
by Arun Iyer and Balki, is still recalled by the solution according to an executive who’s
consumers a decade later. Name three Indian ads, old or new, outside cut his teeth on the medium in question?
The Lifebuoy Roti reminder at the Kumbh the HUL universe, that to your mind are I’m not at all sure that millions of viewers
mela was an ad which I didn’t brief for but, luckily, case studies in themselves... are giving up watching television. I haven’t in
approved. Two relatively newer campaigns I am I think the Amazon ‘Aur Dikhao’ ad cleverly any case seen any such data. But even if that
quite pleased with are the Nirali ad on Taj Tea repositioned the e-commerce category from happens marketeers need to continue to focus
done by Harshad Rajadhyaksha and Kainaz convenience to range. Asians Paints’ ‘Har ghar on compelling messages and find the lowest
Karmarkar from Ogilvy and the Knorr Karan kuch kahta hain’ was extremely insightful. The cost media that reaches consumers. I feel that
Johar ad. Whisper school contact programme has been medium effectiveness, while true, is over stated
a great example of an effective below the line and there will always be some media that reaches
There’s so much literature today about what campaign and Ultra Tech does some great work every consumer! n
it means to be a marketer in a digital world on humble wall painting. ashwini.gangal@afaqs.com
afaqs! Reporter, February 1-15, 2 0 2 0 15presents
asia
CONFERENCE | EXHIBITION | AWARDS
4th Edition
Co-powered by:
Silver Partners:
Presenting Partner:
Bronze Partners:
Co-powered by:
EXHIBITORS
16 afaqs! Reporter, February 1-15, 2 0 2 0AMAZON PRIME, T
he fourth edition of fetched ADK Fortune a Gold in the
vdonxt awards took ‘Social Awareness’ category.
place on 29 January Divo won a Gold in the ‘Music
2020 in Mumbai. A part video’ category for its ‘Rowdy Baby’
FIRSTPOST SHINE
of our annual digital entry. NS Ventures won the only
convention vdonxt asia, vdonxt awards Gold in the ‘Virtual/Augmented
received 214 entries and they were Reality’ category for its ‘Aerial
spread across 18 different categories. Virtual Reality Tour For Housing.
BRIGHT AT VDONXT
A total of 46 metals were awarded, of com’ entry. In the ‘Drama’ category,
which 14 were Gold, 14 were Silver two Gold metals were handed
and 18 were Bronze metals. over; one went to Firstpost for its
In the ‘Brand Integration – Web ‘HDFC Mother’s Day’ entry while
AWARDS 2020
Series’ category Firstpost won the ‘Laakhon Mein Ek Season 2’ fetched
only gold for its ‘Vanity Diaries’ entry. OML the other one. The final Gold
The same entry won a Gold in the metal was handed over to Standard
‘Lifestyle’ category too. In the ‘Brand Images as it won the top spot in
Integration – Stand Alone’ category the ‘Documentary’ category for its
too only one Gold metal was handed ‘Dharma’ entry.
over and it went to Times Internet for The vdonxt exhibition had
A total of 46 metals were its ‘Meet The First Female Dare Devil sleek stalls set up by tech firms,
Of The Indian Army’ entry. MCNs, web publishers and
awarded at the glittering Amazon Prime Video won a Gold other players with interesting
ceremony of the 4th edition of metal in the ‘Most Innovative Use
Of Social Media’ category for its
new technology that’s driving
the digital video business today.
our vdonxt awards. Maximum ‘Comicstaan 2, APAC’s first funniest
“Bot Dust”’ entry. Amazon Prime’s
The exhibitors this year included
names like CD Networks,
Golds were bagged by Amazon Gold run continued in the ‘Best Lotame, video 365, Yuktamedia,
Promo for a Show’ category where Silly Monks, One Take Media
Prime and Firstpost. The they won two Golds for ‘Made In Co, Hippo Video and Divo.
ceremony took place in Heaven’ and ‘Mirzapur’ entries.
In the ‘Best Viral Video’ category,
vdonxt asia 2020 was supported
by partners like: VOOT (Presenting
Mumbai on January 29. the only Gold went to ADK Fortune for
its ‘#PregaNewsMeansGoodNews’
Partner), Firework (co-powered by
Partner), Akamai, ZEE5, PubMatic,
By News Bureau entry. Times Internet won the only and Nielsen (Silver Partners); Adobe,
Gold in the ‘Comedy’ category comScore, Hoichoi, Limelight, RED
for ‘MensXP Old Famous Honest FM and Vidooly (Bronze Partners).n
Reviews – Saaho’. The same entry feedback@afaqs.com
afaqs! Reporter, February 1-15, 2 0 2 0 172020 winners at a glance...
CATEGORY CAMPAIGN NAME WINNER METAL
Best Promo for a Show Amazon Original - Made in Heaven|Official Trailer Gold Amazon Prime Video
Best Promo for a Show Amazon Original - Mirzapur|Official Trailer Gold Amazon Prime Video
Best Promo for a Show Amazon Original - The Family Man|Official Trailer Bronze Amazon Prime Video
Best Smart-Budget Show/Film Goodbye Love Silver MensXP
Best Smart-Budget Show/Film Just Another Love Story Bronze MensXP
Best Use of Aerial Videography Plush Places – Adventures in Oman Silver Plush Pictures
Best Use of Aerial Videography Kashmir Dreams Bronze MensXP
Best Viral Video #PregaNewsMeansGoodNews Gold ADK Fortune
Best Viral Video #SaareMaelDhoDaalo | Eid 2019 | Ghadi Detergent Silver ADK Fortune
Best Viral Video Manforce Shut The Phone Up 2 Bronze ADK Fortune
Brand Integration – Stand-Alone Meet The First Female Dare Devil Of The Indian Army Gold Indiatimes
Brand Integration – Stand-Alone Oh My Ganesha - OMG Silver Indigo Consulting
Brand Integration – Stand-Alone #PregaNewsMeansGoodNews Bronze ADK Fortune
Brand Integration - Web Series Vanity Diaries Gold Firstpost
Brand Integration - Web Series An Indian Abroad Silver Tripoto
Brand Integration - Web Series You Got Chef’d Season 1 Bronze Pocket Aces
Brand Video – Long (30 seconds and over) Manforce Shut The Phone Up 2 Silver ADK Fortune
Brand Video – Long (30 seconds and over) #SaareMaelDhoDaalo | Eid 2019 | Ghadi Detergent Bronze ADK Fortune
Brand Video – Long (30 seconds and over) UrbanClap Mother’s Day - Give Your Mom The #LongDueRest Bronze Cellar Door Productions
Comedy Old Famous Honest Reviews Gold MensXP
Comedy Sushi by Biswa Kalyan Rath Silver OML Entertainment
Comedy Mahishasur Pala 2019 Bronze ABP
Documentary Dharma Gold The Standard Images Co.
Documentary Gully Life - The Story of DIVINE Silver Supari Studios
Documentary K Se Krime Documentary Series - Inspired by Mirzapur Silver Amazon Prime Video
Drama HDFC Mother’s Day Gold Firstpost
Drama Laakhon Mein Ek Season 2 Gold OML Entertainment
Drama Soulmates Bronze Times Network Digital
Drama The Holiday | The Zoom Studios Bronze Zoom
Lifestyle Vanity Diaries Gold Firstpost
Lifestyle Foodie & The Feast Silver Times Network Digital
Lifestyle What’s The Problem With Men’s Makeup? Silver Indiatimes
Most Innovative Use of Social Media Comicstaan 2|APAC’s First Funniest ‘’BOT DOST’’ Gold Amazon Prime Video
Most Innovative Use of Social Media LUV KUSH Silver Viacom 18
Most Innovative Use of Social Media Oh My Ganesha - OMG Bronze Indigo Consulting
Music Video Rowdy Baby Gold Divo
Music Video Mahindra Scorpio - Dhaakad Bronze Flying Cursor Interactive
Music Video XUV Badshah Bronze Flying Cursor Interactive
News and Features ‘Is She a Terrorist?’ Asks Mother of J&K’s Youngest Pellet Victim Silver The Quint
News and Features Chhattisgarh Election: ‘Newton Wale’ village is in trouble in Bastar Bronze The Quint
News and Features Can India Tackle Its Water Crisis? Bronze Indiatimes
Social Awareness #PregaNewsMeansGoodNews Gold ADK Fortune
Social Awareness Arré Presents India Without Water Silver Arré
Social Awareness The Minimalist Dabao Bronze The Minimalist
Virtual/Augmented Reality Aerial Virtual Reality Tour for Housing.com Gold NS Ventures
Virtual/Augmented Reality Hand in Hand: A story of faith and friendship at Kumbh Silver BBC News
The Jury
Abhishek Joshi MX Player
Abhishek Rege Endemol Shine India
Ajay Gahlaut
Ashish Chakravarty
Publicis Worldwide India
Mccann Worldgroup
JUDGING CRITERIA
THE JURY WAS ADVISED TO KEEP IN MIND
Elizabeth Venkataraman Kotak Mahindra Bank
THE FOLLOWING PARAMETERS BEFORE
Harish Narayanan Myntra Jabong
JUDGING THE FINAL IMPACT:
Kailash Surendranath Kailash Picture Company Uniqueness of the idea: is it memorable?
Kaushik Prasad Ford India Quality of craft: the aesthetic in filmmaking.
Krishna Mani Ogilvy & Mather Execution: implementation of the idea.
Manish Bhatt Scarecrow Communications Engagement: will viewers watch the whole
Rajdeepak Das Leo Burnett film? And maybe even watch it again?
Sagar Kapoor Lowe Lintas For Brand Integration the jury additionally
Sandeep Shukla Jaquar considered if the brand became one with
Santosh Padhi Taproot Dentsu the story.
Sapna Arora OLX
Satish Upadhyay Amazon
Senthil Kumar Wunderman Thompson
Sunil Suresh Make My Trip Group
Suresh Eriyat Studio Eeksaurus Productions
18 afaqs! Reporter, February 1-15, 2 0 2 0WHO WON WHAT Cheers to the Gold catergory winners...
Indiatimes wins Gold for Meet The First Female Dare
Devil Of The India Army in Brand Integration - Stand-
Alone category
Firstpost wins Gold for Vanity Diaries in Brand Integration - Web Series catgeory
Amazon Prime Video wins Gold for Comicstaan ADK Fortune wins Gold for MensXP wins Gold for Old Famous Honest
2 - APAC’s First Funniest ‘’BOT DOST’’ in Most #PregaNewsMeansGoodNews in Best Viral Video Reviews in Comedy category
Innovative Use of Social Media category category
Divo wins Gold for Rowdy Baby in Music Video ADK Fortune wins another Gold for #PregaNewsMeansGoodNews in Social Awareness catgeory
category
afaqs! Reporter, February 1-15, 2 0 2 0 19Firstpost wins another Gold for HDFC
Mother’s Day in Drama category
NS Ventures wins Gold for Aerial Virtual Reality Tour for Housing.com in Virtual or Augmented
Reality category
Silver Partners:
The Standard Images Co. wins Gold for Dharma Presenting Partner:
Firstpost wins another Gold for Vanity Diaries in Lifestyle category
in Documentary category
MEET THE SPONSORS
Silver Partners: Bronze Partners:
Presenting Partner: Co-powered by:
story to tell the brands that want to engage with a discerning and
aspirational audience. Brands have always been cautious about safety
Bronze Partners:
and security concerns around short video platforms that have largely
been insensitive to communities in many ways. With a multi-layer, AI
Voot is India’s second largest digital CONTENT MODERATION & CURATION IN SHORT and human integrated content moderation system, Firework have put
Co-powered by:
video-on-demand streaming service VIDEO PLATFORMS: PAVING THE ROAD FOR together a stringent process to allow any content to go public.
from the house of Viacom18. With a DIGITAL INCLUSION Until now content has been restricted to silly brainless memes and
content library of more than 65,000
we have now changed that. Catering to a wide variety of audiences
hours across Viacom18’s network We are a country that increasingly want to express our opinion in a
from Tier 1 to 4 cities in India, short video platforms have of course
content, exclusive content around meaningful and engaging way. And that has led to the growth of short
witnessed a surge of both creators and audiences, however, it all has
network shows and Voot Originals, video platforms in India. From a creator perspective, Young India wants
been too repetitive. India is beyond this ‘herd mentality’ and chooses
the platform caters to varying needs to explore alternate story-telling methods that suit the millennial
to make distinct choices. This gives short video platforms a compelling
of discerning audiences across behavioral patterns. Through feature-packed short video platforms
reason to innovate and ensure the content is meaningful, moderated
segments. With 100 million monthly users are expressing their mood and opinion in a very creative manner.
and curated.
active users, Voot is the country’s
With Firework we have brought innovation in professionally produced
most engaging platform in the While India may have clocked billions of hours on short format apps
content-in the shorter format. With better produced short videos,
ad-supported service space. Voot and spend 3 hours daily on their smartphones, it becomes equally
Firework today is catering to a discerning urban audience that neither
continues to take the leadership important for short video platforms to responsibly showcase better,
has the attention span or time to go through hour-long debates, drama
mantel on innovation, across content, intelligent and refined content. While the Government strives to sync
or comedy. While the young Indian audience today is intelligent and
technology and marketing initiatives, with globally digital empowerment programs, maturity in personal
aware, Firework offers them content that truly complements their
aimed at providing an immersive usage patterns will surely take time and needs to undergo a change to
intellect and drives engagement in a meaningful way.
experience to its users. experience true digitisation. And the least we, the short video sector
That leads me to believe that we now have a very compelling can do is to participate in this much-needed shift.
20 afaqs! Reporter, February 1-15, 2 0 2 0MEET THE SPONSORS
Silver Partners: Silver
Silver Partners:
Partners:
Partner:
CREATE THE WORLD’S BEST AND Bronze Partners: PubMatic
Nielsen Holdings Plc (NYSE: NLSN) is a global is a digital advertising technology
Bronze Partners:
measurement and data analytics company that company for premium content creators. The
MOST SECURE DIGITAL EXPERIENC-
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afaqs! Reporter, February 1-15, 2 0 2 0 21You can also read
