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  • Bruce Wells, Managing Director and President, Asia of Vision Critical spoke to MxM India about his plans for India, expansion plans and how research software can alter the market research scenario

    Community panels will change the way research is done: Bruce Wells

    By A Correspondent

     

    In a business environment that’s getting increasingly competitive by the day, one can find clients making a beeline for research so as to stay ahead of the curve. Over the years, one is aware of the role that research has helped in making clients understand their TG and get closer to addressing their every need.

     

    From the traditional mode of questionnaire-filling & face-to-face surveys, market research today has evolved to include support from technological resources, including social media, which not only helps in lowering the costs and time but also gives customized information from the target audience. One such client that’s made an entry into India is Vision Critical – one of the largest global software developers for market research. Having achieved success worldwide, the company has entered India by associating with market research company, MRSS India.

     

    Bruce Wells, Managing Director and President, Asia of Vision Critical was in India recently and spoke to MxM India about his plans for India, expansion plans in Asia and how research software can alter the market research scenario in India. Excerpts:

     

    How would you describe your foray into the Indian market with a venture with MRSS?

    The Indian market plays a very important part in the global market research landscape and Vision Critical is very excited to partner with MRSS in India. We know that with the digital media coming of age and the rapid increase in the adoption of mobile phones and internet access represents an exciting opportunity for Vision Critical, given our suite of technology. So yes, the going has been exciting this far.

     

    Do you have a phase-wise activity plan that you’ve drawn up for the Indian market?

    The platform that Vision Critical has works across many different consumer segments such as media companies, FMCG clients, financial services, telecom, travel, and so on. What we are doing in India is looking at segments that have high growth potential, especially in the digital domain. We’ve been talking to some large multinationals and also local companies that have increased number of customers moving into the digital age.

     

    What is the investment push that you plan to pump into the Indian market?

    The way our business model works in Asia is that we are tying up with local market research companies that have a similar view and strategy in terms of recognising the opportunities of using digital communication. So, we have tied up with our strategic partner MRSS and we are working very closely with them in terms of giving them best practice, giving access to our technology…it’s a partnership model where we are investing our knowledge, experience and skills in supporting Majestic MRSS.

     

    Research activity in India is still looked upon as being a manual exercise with less inclination towards dependence on software. Going forward, do you see a shift taking place in the way research will be conducted in India?

    What we have observed in other markets is that, for example, people using social media for communication and engaging with the outside world is on an upward swing. This trend is not going to reverse. As the consumers consume media and use social media differently as a communication platform, so must brands and research companies adapt – that’s exactly where Vision Critical sits. Just as social media has changed the way people communicate, we believe community panels will change the way research is done.

     

    What has been the response from clients to software solutions being doled out by specialist firms like Vision Critical?

    If we look at the clients who are gravitating towards the new way of doing research, these are mostly companies with a technological background. So clients from telecom, ISPs, travel, retail, finance and so on are high on our list. But where we see a greater adoption of digital consumption, those are going to be the areas that we will prioritise in. As I said, it’s amazing to see such an alarming growth of the digital medium…especially the number of new mobile phone subscriptions in the country that’s growing at a staggering rate. So it’s an exciting place to be in.

     

    We’ve spoken to a host of clients and they have been pretty enthusiastic about the offering. The Indian research market industry is very smart – they produce some of the best research work ever seen. This validates our assumption that we are doing the right thing at the right time and the right place.

     

    What are the challenges facing research software companies like Vision Critical?

    The first challenge is to use our platform in the community panel space. The thing is that the consumer needs to be online so that will limit certain aspects of research that we will be able to touch on in the short term. The biggest challenge is moving from traditional methodology to something new. Also, the challenge is identifying companies that are ready to adopt new approach where we have seen great success with our technology in the West – from North America all the way through Europe, Australia and now Asia. So it is about finding clients who are eager to move to newer way of doing research.

     

    Any upcoming or developing markets that you plan to expand to?

    We are looking to expand into Mainland China, Singapore and Japan. These are our next markets to focus on. It will mainly be about focusing on countries that have high concentration on digital. As for the other markets, we expect to expand our footprint in Latin America, Africa and similar markets where we expect to see more people come online.

     

    What is the growth you are anticipating for Vision Critical in a year’s time from now?

    I would expect at least more than 20 clients to use our service within the next 6-8 months. I am a firm believer of the expression ‘success breeds success’. Once a few companies start using it and we get people aware of using community panel, then we will see what the scene is in other markets. The challenge right now is that most clients are not even aware that these types of technologies exist. But we hope to see people using community panels very quickly.

     

  • Taproot to devise a unique communication strategy to strengthen the brand imagery of Karbonn Mobiles in the domestic and global telecom market

    Karbonn Mobiles mandates Taproot for its creatives

    By A Correspondent

     

    Karbonn Mobiles, the leading mobile brand in Indian telecommunication eco-sphere, has announced the appointment of Taproot as its creative partner. Going forward, Taproot will focus on Karbonn Mobiles’ 360 degree creative and marketing communication.

     

    On having Taproot on board, Shashin Devsare, Executive Director, Karbonn Mobiles said: “We are happy to have Taproot as our creative partner. They will be responsible for providing 360 degree creative inputs on TV, Print, Digital and retail merchandising. After successfully creating a wider brand awareness and deeper penetration in domestic and international markets, our next step is to focus on solidifying the brand imagery of Karbonn Mobiles across markets. Taproot came across as the best choice, considering the innovative approach and understanding of the brief. Taproot has a track record for building iconic brand communication strategies for the best domestic and global brands. We are confident that our association with Taproot will help us engage better with our consumers. ”

     

    Karbonn Mobiles has now selected Taproot to build up strong brand imagery in Indian and global markets. The communication focus will be on smart product portfolio, and building up a distinctive niche for the smartphone and tablets segmentation in the Indian mobile market.

     

    Santosh Padhi, Co-founder & Chief Creative Officer, Taproot India said that the average age of Taproot India is about 24 years old and that perfectly fits the need of the solid, aggressive and youthful Indian brand called Karbonn Mobiles: “All the three parties – Karbonn, Taproot and our TG – are very young by nature and I feel that’s what will work in this relationship.”

     

    Karbonn Mobiles has also recently introduced its nuevo brand extension christened ‘Karbonn Smart’ under whose umbrella the new range of technologically advanced products from the stable will be marketed. Intended to become a one-stop-shop for all the technologically advanced needs of the highly enlightened Indian mobile consumer, the ‘Karbonn Smart’ eco-system will make them privy to all the technical and mechanized developments in the Indian mobile ecology.

     

    Manan Mehta, Managing Partner, TaprootIndia said: “There was no formal pitch involved in the whole process. We presented our credentials and shared our view on the brand’s way forward and decided to join hands. Karbonn Mobiles has demonstrated sturdy performance during the FY11-12 amidst intense competition. This is a proof of them being a true Indian brand and our inspiration to partner them.”

     

  • Every week, Deepa Gahlot casts a critical eye over media reviews of Bollywood releases… in Reviewing the Reviews

    Gangs of Wasseypur 2: Too long, too violent!

    Gangs of Wasseypur 2

     

    Directed by: Anurag Kashyap

    Produced by: Anurag Kashyap, Sunil Bohra

    Written by: Zeishan Quadri, Akhilesh, Sachin Ladia, Anurag Kashyap

    Starring: Richa Chadda, Nawazuddin Siddiqui, Jameel Khan, Syed Zeeshan Quadri, Aditya Kumar, Reemma Sen

     

    Anurag Kashyap’s films usually get the kind of reviews that praise his craft and pan his indulgence. So even though Gangs of Wasseypur 2 got the expected 3 and 4 star ratings, almost all critics seemed to agree that it was too long, too violent and not quite necessary.

     

    The ones who got the most out of the films are Nawazuddin Siddiqui and Richa Chadda, for whom it turned out to be a career launcher.

     

    Rajeev Masand of IBN wrote: “It’s hard to deny that Wasseypur II is lacking. In plot for one… Despite the cinematic flair, this film weighs down on you, seeming like an endless series of killings without a narrative to string it all together. Where is the method to this madness? Unlike the earlier film that took its time (too much time, to be fair) to set up the chapters, this sequel hits the ground running with relentless gun battles and daylight murders. Yet it feels curiously empty, as if the characters are just moving around in impressive set pieces.”

     

    Shubhra Gupta of the Indian Express, who had loved Part One is less effusive this time: “There shouldn’t have been a Part 2. This should have been the post-interval section of Gangs of Wasseypur, carrying over, instantly, the charge of the first half. Yes, one continuous flow would have made Gangs Inc. a very long film, closing at nearly six hours. It would have challenged our notions of how long we can fill seats, without squirming or fidgeting, or thinking of escape. But it would have given us the story’s arc from beginning to end, smoothly maintaining the integrity of the plot, action and thought. For me, GOW2 is a follow-through that is shot through with flashes of brilliance, and some wonderful comic verve, but that doesn’t have the enthralling power and spread of the first film.”

     

    Madhureeta Mukherjee of the Times of India gave it a cagey 4 stars, writing: “For those who like their celluloid hard and bloody and full of machismo, with an overdose of bodies, butchering and bloody-bravado, welcome to blood-fest – Round Two! This time it’s double the dollops of gore; two much. Booming guns and metal-shredded innards spilling gut onto the streets. More revenge and rage. More gangs and more bangs (some pistols firing from lungi covered groins) and more man-power. With every shade of red, black and grey – deeper and bolder.”

     

    Aniruddha Guha of DNA also toned down his rah-rahs for Part 2: “Unfortunately, Gangs of Wasseypur – 1 and 2 together – falls slightly short of a truly satisfying experience. There’s so much to take back – mood, flavour, character, attitude – yet it leaves you slightly vexed, and wanting more. Not more in terms of duration, but in content. Given the investment it demands – 2 hours and 40 minutes of your time, twice over, and loads of patience – the takeaway is just not as rewarding. It was so in the first one because it was incomplete, and it is so in the second because it stutters on its way to a stunning finale.”

     

    Raja Sen of rediff.com commented: “Kashyap’s visual flair has just grown with each film, and this one is not just cinematically self-assured but also highly nuanced: some of the touches – like Mohsina’s choice of paperback – border almost on a Dibakarian immaculateness. Perpendicular Khan, meanwhile, like the Bob Biswas we met in Kahaani a few months ago, deserves his own graphic novel, pronto. Like one of those unending strings of ladis, this is, then, a proper firecracker, even if far too long. Had Ramadhir Singh broken his coda and watched it, he’d have doubtless been gunned down mid-film, the length (and volume) allowing his foes more than enough celluloid cover to set up sniper-rifles, grenades and knifemen for the job. Sheer murder, surely. Yet, like the inevitably doomed characters in this Kashyapverse, he’d have gotten to grin a few times before biting the dust.”

     

    Kunal Guha of in.yahoo quipped: “Phuchchak! A stab in the eye. Krreeeech! A human head severed from the rest. Swish! Swoosh! Perpendicular and tangent blades inserted into flesh. And then, a semi-automatic is used to poke intestines swinging from a carcass that has been polka-dotted with gun fire. Now you know, when director Anurag Kashyap says dark, he means 99 per cent cocoa.”

     

    Janhavi Samant of Mid-day, perhaps the only 2.5 star rater is left cold: “OMG! This one’s such a long film it should have been made into a TV series. They could have easily pulled off an hourly 13-episode show. Definite and Perpendicular could have become household names and our children could have learnt some choice gaalis sitting right at home. Not that one has anything against gaalis, especially since one bit back a few ‘Whathefa…’s while watching the film. Really, towards the end of the film, protagonist Faisal Khan (Nawazuddin Siddiqui) cries defeatedly over the mire of revenge and crime he’s been sucked into. “It shouldn’t have gone this far,” he says. We agree.”

     

  • The main issue however is this: Should mass media be used to promote such a deeply personal product?

    Anil Thakraney | 18 Again: A question of ethics

    By Anil Thakraney

     

    Ordinarily, I would have dealt with this ad in the Debrief section. But the TVC for 18 Again isn’t just another ad. It opens the whole Pandora’s Box of itchy issues like morality, ethics and decency. Here’s the link to the naughty commercial, if you haven’t already ‘enjoyed’ it:

     

    The product in question is a ‘vaginal tightening’ gel. And the positioning is: ‘Makes you feel like a virgin’. Am sure Madonna would approve, but before I discuss the communication itself, must say I am quite flummoxed by the product description. Is it scientifically possible to tighten the vagina? That too with a simple gel? Sounds pretty farfetched and dubious to me. And being a man, I can’t even suss it out! So let’s proceed further by assuming that the damn thing works.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=nFX3n-B6G-E[/youtube]

    In the ad, a middle class housewife suddenly feels, er, horny, and dances the salsa with her excited hubby. The dance is obviously a metaphor for sexual intercourse. The message: 18 Again’s magic makes you feel as fresh as an unplucked lily. No problems with the treatment itself. There is no skin show, no vulgarity, so that’s fine.

     

    However, there is a fundamental problem with this one. They say, if a product is being allowed to be manufactured (and my cigarette manufacturing friends will readily agree with this), it should be allowed to market itself. I, too, agree with this theory in principle. But that freedom comes with a rider. While I am all for keeping pace with changing times, 18 Again’s ad alarms me. Because it seems to have been created for the mass media, that too for television, which is a ‘full family’ medium in India. Parents will most likely feel very uncomfortable explaining this product to their inquisitive kids. I haven’t seen the media plan, but am hoping this TVC occupies the mid-night slot, at the very least. The main issue however is this: Should mass media be used to promote such a deeply personal product? Should not selective direct mail or targeted digital media be used, especially considering that this will end up being an urban brand? I do believe so. This product has no business being on the mass media. Period.

     

    Additionally, I also believe a medical product such as this one can’t be sold over the counter. There is also the niggling worry of possible side effects. 18 Again should ideally be dispensed by a chemist, under medical supervision. Much like Viagra is. I hope the makers of this brand have factored in and accounted for all these considerations.

     

    Anyway, let’s see how the hyper-active moral brigade of this nation reacts to this one. Should be interesting. And fun.

     

    * * *

     

    PS: Insightful blog post on all the hype around interactive advertising. That, it seems to be delivering a lot less than it promises. This is another reminder to all marketers and their ad agencies to focus on the good ol’ Big Idea. The new media obsession may not get them very far.

     

    Link: http://adcontrarian.blogspot.co.uk/2012/07/why-interactivity-makes-advertising.html?m=1

     

  • Business news channel Bloomberg UTV is to be rechristened Bloomberg TV from Monday, August 13

    Bloomberg UTV to be called Bloomberg TV from Monday

    By A Correspondent

     

    Business news channel Bloomberg UTV is to be rechristened Bloomberg TV. The change will be effective Monday, August 13.

     

    The channel which started as UTVi in 2008 was later called Bloomberg UTV after a strategic investment from Bloomberg LP in 2009.

     

    Recently, the channel unveiled a campaign crafted by Triton Communications with the ‘U’ in the name greyed.

     

  • In Freaking News, Ranjona Banerji reviews the fare in the morning papers and the nightly news. And sometimes the afternooners, the newsmags and all that's on the Web

    Ranjona Banerji: The shame of the PR influence on the media

    By Ranjona Banerji

     

    It is interesting indeed to see that newspapers have chosen to report on the Maharashtra government’s decision to ban the sale of Mahyco’s Bt cotton seeds in the state but has not gone very far beyond that. In another story on Friday morning, a Parliamentary panel has sought a probe into the current stand-off over the introduction of Bt brinjal in to India.

     

    Criticism of Bt cotton in the media started off by being as expected but soon buckled under the tremendous pressure brought upon it by Mahyco Monsanto Biotech. Earlier in this column we have discussed the “expose” on The Times of India done by P Sainath in the Hindu. The marketing department of the TOI used articles done after a Mahyco Monsanto junket to promote the company, years after they were originally written.

     

    Although there have long been allegations that the forced or over-encouraged use of genetically-engineered cotton seeds have been detrimental to farmers as yields have fallen and land has to be fallow for too long. The initial success of Bt cotton, coupled with the promises made, led to high expectations from farmers and a corresponding high debt burden. This in turn led to most of the suicides by farmers is what most activists and social workers have alleged.

     

    While many such stories appeared initially, the enormous pressure brought upon the media by the company and by the government saw the stories petering out. Monsanto, the American company and Mahyco, the government venture, both employed very persuasive PR to push their case. The Sainath column in Hindu, in fact, went through all the mistakes and misrepresentations in the Times of India Bt cotton junket, point by point. A Parliamentary committee which went to the same areas of Maharashtra a few months later found an area rife with debt and suicides – sometimes quoting the same people who claimed to be happy in the TOI report.

     

    In Friday’s papers, TOI has a single column story while Hindustan Times has a more detailed report.

     

    The shame of the PR influence on the media is not just about glamour or lifestyle stuff, although that is rampant and in some cases institutionalised. But when it comes to corporate pressure, especially from aggressive companies who are willing to use the law and every other avenue to protect themselves from criticism, the media comes up against a formidable opponent. In the case of Monsanto and Mahyco, having initially put up a fight, most of the media seems to have capitulated. Friday’s stories have been carried only because the Maharashtra government has finally accepted that the shift to genetically modified cotton has not been the universal success initially claimed.

     

    Time perhaps for the media to find its teeth again?

     

  • Aegis' acquisition of Communicate 2 is part of a series of M&As in the Indian digital media space

    Another win-win digital equation

     

    By Johnson Napier and Robin Thomas

     

    ‘By 2015, we want to be the top 3 player in every single sphere we operate in’
     

    What led you to shortlist Communicate2 as the partner of choice?

    Communicate2 is one of the largest and oldest firms in the area of search & performance marketing in India. Vivek Bhargava, as you’d know, is considered to be the guru of search inIndia. He is also one of the guys to be Google-certified and has been in this business since 1997 – a time when the internet and search was in its absolute infancy. In our view, nobody else managed the quality and scale of the business that he has built up, and therefore he was a preferred partner of choice.

     

    The other important reason for choosing Communicate2 was chemistry – Aegis Media has a certain vision and value outlook which is very close to our heart and Communicate2 seemed to have gelled very well with those attributes. There was a lot of comfort on both sides. So these were some of the key reasons for us to choose Communicate2.

     

    Will you be laying enhanced emphasis on Search with the current acquisition…

    The focus is on search because it is one of the fastest growing parts of our business. Clearly, Communiacte2 is the biggest player in the space and now with iProspect and Communicate2 together, we are straight away the number one player of search in India. So that’s how it is placed as of now.

     

    How long has it been since you have been pursuing Communicate2? Did you scan the market for other potential candidates?

    We were working with them about 4-5 years ago, but nothing more came out of that deal. This recent move has been in the works for a few months. Also, we did scan the market as anybody else would and we did have a few names that we shortlisted and we narrowed down to Communicate2.

     

    The deal seems heavy on the investments front. Would you share with us the monetary plans you engaged in towards snapping the agency?

    An agency that is the oldest and has a workforce of more than 130 people is not going to sell out cheap. I cannot disclose the amounts behind the deal, but I can say that it has been fairly priced.

     

    The market has been abuzz with news of big communication houses buying out specialist digital agencies in the recent past. What would you infer of this trend that everybody is taking a liking to?

    I cannot comment about others, but there is a clear strategy that Aegis Media believes in and that is by 2015, we want to be the top three player in every single sphere that we operate in – be it out-of-home, search or digital. As part of our strategy to be in the top 3, the best way of getting there was by partnering with Communicate2 because their expertise, their client base and their search professionals coupled with the iProspect tools and knowledge would be an unbeatable combination.

     

    In an acquisition it is very important that you have to see how the acquisition fits with the plans of your company. So the task of integration becomes key, which is why the quality and type of people and the chemistry become important. So companies that are blindly going out and buying companies will fall flat on their face, but those who are able to acquire and integrate companies and have a great bond with the partners will be successful in the long run.

     

    Globally, digital contributes more than 35 per cent for Aegis Media. What is it that you anticipate from the Indian market post the acquisition of Communicate2?

    We are looking at being the clear No 1. Globally, iProspect is the world’s largest search network, and in India we now become No 1 with this venture. But we want to be No 1 by a long distance. We want to be double the size of the No 2 guy in a few years.

     

    What are the immediate changes that will be seen on ground?

    There is a new office that we are in the process of doing up in Mumbai; their staff will be moving into that new place soon. Likewise the Delhi team too would be amalgamated in our office. With this the entire Aegis Media clients will have benefits from Communicate2 and vice-versa.

     

    As for people, Vivek will be the MD of the new venture. He already has a management team. Of course, as growth happens we will keep recruiting more people. All other aspects remain the same.

     

    The announcement comes just weeks after Dentsu acquired a stake in Aegis Media. Has this deal been inspired from that takeover…

    These things do not happen overnight; it has been ongoing much before that. The two are not related.

     

    Future plans from Aegis Media…

    As I said, we will be the top 3 player in every space that we operate in. In some instances we will do that organically, in others we will do that inorganically – provided we get a good partner. We are not on the lookout as of now but if any new opportunity does come up we will not be turning a blind eye to that.

    No doubt people would talk about the number of medals won and the records that were broken in Olympics 2012; but what it will be most remembered for is the use of digital media, particularly social media. All of the Olympics events are being streamed live on YouTube for the first time; there has been an increase in the number of Facebook users and Twitter accounts and one can even get live news updates online. Even Google has been putting up doodles on its home page, giving users information and updates on the Olympic sport of the day. These are just few signs that digital has arrived.

     

    The past few months have witnessed quite a few mergers and acquisitions in the digital space. Standalone digital agencies, particularly those with over four years of existence, are being acquired by larger advertising networks. Only recently Publicis Groupe has announced the acquisition of Resultrix, a digital marketing agency, with the aim of strengthening Publicis Groupe’s presence in India as well as its digital dominance. Prior to this, JWT, one of the leading advertising agency acquired a majority stake in Hungama Digital Services, the digital and promotions marketing division of Hungama Digital Media Entertainment. Also recently Gruner + Jahr, the publishing division of European media conglomerate Bertelsmann AG, acquired a majority stake in Network play,India’s digital ad network company.

     

    On August 09, the media and digital communications group Aegis Group plc (“Aegis”) announced that it has acquired Communicate 2, a performance marketing and search agency in India.  With this acquisition, Aegis Media becomes one of the strongest agencies in the digital space in India. Communicate 2  will be merged into iProspect India’s existing operations; strengthening its network in key cities across India and providing additional service capabilities for its clients.

     

    Speaking to MxMIndia about his views on the increasing trend of big communication houses buying standalone or specialist digital agencies, Mr Ashish Bhasin, Chairman India & CEO South East Asia, Aegis Media said: “I cannot comment about others, but there is a clear strategy that Aegis Media believes in and that is by 2015, we want to be the top three player in every single sphere that we operate in – be it out-of-home, search or digital. As part of our strategy to be in the top 3, the best way of getting there was by partnering with Communicate2 because their expertise, their client base and their search professionals coupled with the iProspect tools and knowledge would be an unbeatable combination.”

     

    “In an acquisition it is very important that you have to see how the acquisition fits with the plans of your company. So the task of integration becomes key, which is why the quality and type of people and the chemistry become important. So companies that are blindly going out and buying companies will fall flat on their face, but those who are able to acquire and integrate companies and have a great bond with the partners will be successful in the long run,” he added.

     

    Mr Vivek Bhargava, Managing Director, Communicate 2 was of the view that these are signs that digital media has arrived and that even brands have accepted this reality. “Digital marketing in India has now arrived. More promoters and senior management people now believe that digital is a very critical part of their marketing endeavour. So they are spending a lot of time around the medium. About 3-4 years ago we were talking about digital being the future and today digital is now considered as present. Earlier digital used to attract a small budget from marketers, but now they position it as their first priority and question whether they need conventional media or not.Mobilehas given digital three times the reach of television. So I believe digital is going to be the dominant medium in the future.”

     

    MxMIndia also spoke to a few industry players to gauge their take on the recent mergers and acquisitions in the digital space, especially Aegis Media acquiring Communicate2′.

     

    Anurag Gupta

    According to Mr Anurag Gupta, MD, DGM India, it is a win-win situation for Aegis Media and Communicate 2: “Vivek Bhargava has done well for himself, he has created a fairly good outfit and the testimony for this is the fact that it has been acquired. This is a good sign. I believe that this trend will continue – most of the standalone digital agencies will get merged with larger offline agencies. Both search and performance advertising are growing robustly. In fact, a completely new category in digital has emerged in the past one and half years – e-commerce business. They are doing a lot of search and performance advertising, so there is lot of growth.”

     

    Mr Amardeep Singh, Co-Founder and CEO, Interactive Avenues was also of the view that the Aegis acquiring Communicate2 is a win-win situation: “I believe it is a good move for both Aegis Media and Communicate2, as this kind of transaction will help Communicate2 to scale from where they are currently placed. It doesn’t matter whether an agency is part of, or not part of, a larger advertising networking, if it continues to operate as an independent agency despite being owned by a larger network then it retains its identity. Typically, a specialist agency is able to provide a holistic solution to the clients and everything happens in-house for them. What happens is that when an agency offers an offline as well as online service, the focus on digital is lost. A standalone digital agency is able to give its clients that much more focus than an agency which offers both offline and online services.”

     

    So, while the Aegis Media acquiring Communicate 2 is seen as a win-win situation by industry players, it is also believed that this is just the beginning in the digital space.

     

    ‘It was a meeting of the best minds of the world’
     

    The buzz was that you were being hounded by most big communication players in the market for a takeover and now you’ve finally given in to Aegis Media. How would you describe the takeover journey?

    We had the opportunity to talk to every single large player and we found that the way the market is growing, there is going to be a lot of technology components required in it and iProspect globally has the best technology in the world. Also, we are a very dominant agency as far as search and performance marketing is concerned in India while iProspect was the world’s largest search company, so it was a meeting of the best minds of the world. The digital market in India has matured to the level where clients are looking for the best in the world and we felt that with the expertise that iProspect had to offer, it was a perfect solution to offer to our partners. And we endeavour to take decisions for our partners as much as it helps us.

     

    What is your view on big communication players showing sudden interest in digital in India?

    Digital marketing in India has now arrived. More promoters and senior management people now believe that digital is a very critical part of their marketing endeavour. So they are spending a lot of time around the medium. About 3-4 years ago we were talking about digital being the future and today digital is now considered as present. Earlier digital used to attract a small budget from marketers, but now they position it as their first priority and question whether they need conventional media or not.Mobilehas given digital three times the reach of television. So I believe digital is going to be the dominant medium in the future.

     

    What is the value that you’d be leveraging from this partnership?

    Globally if you see, there are clients like GM, Nokia, Philips and others who have operations in 60-70 countries and they are aligned with Aegis Media. I see tremendous opportunities there. As for us, we are a 140-people agency which makes us the largest digital agency in the country. So with the clients we have and with the kind of team we have in the enterprise sector, I see it as a perfect marriage of the two. I see tremendous value in the venture.

     

    How have clients responded to this move of yours?

    I had spoken to clients even before this venture and they seemed pretty positive about it. Also there is no change as such in the team and talent, so there was a comfort level there. Generally they are happy with the merger.

     

    Do you see the gap between digital and advertising being bridged?

    If you ask me the demarcation between digital and conventional media will probably go away. This is going to be an advertising agency and digital is going to be an integral part of the advertising medium, probably the largest. Demarcation is something that we have created for ourselves but it is about giving out advertising solutions.

     
  • Initiative India has announced the appointments of 'R Venkatasubramanian and Vishnu Sharma as Senior Vice Presidents in the company

    Initiative announces two senior appointments

    Venkatasubramanian
    Vishnu Sharma
    Manas Mishra

    By A Correspondent

     

    Initiative India has announced the appointments of ‘R Venkatasubramanian and Vishnu Sharma as Senior Vice Presidents in the company.

     

    While Mr Venkatasubramanian or Venkat, as he is universally known, will oversee investments and sports, Mr Sharma will be in charge of strategy and insights for all clients of the agency in Delhi.

     

    Mr Venkatasubramanian is returning to Initiative, where he worked for almost a decade, after two shorts stints at Maxus and MPG. Mr Sharma is presently national head of Sales Strategy and Business Analytics at HT Media. He has experience of more than a decade working with national brands such as Airtel, Hero Honda, LG and others at Group M and Madison before.

     

    “These key appointments will help take Initiative to a superior level of delivering business and media solutions for clients. I look foward to welcoming Venkat and Vishnu as part of my leadership team for this agency,” said , newly appointed President of the agency.

     

     

  • MTunes, the 24/7 music channel, celebrated its first anniversary yesterday (Augt 9) and boasts of a 200+ GRP

    Audiences have given MTunes the best birthday present: Sunil Sahjwani

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=rreKrZ7F0B8[/youtube]

    By Meghna Sharma

     

    MTunes, the 24/7 music channel, completes one year today (August 10)  and can already boast of a 20+ GRP. Completing one year in a genre which revolutionized music during the 1990s isn’t a big deal. However, if one becomes a force to reckon with in such a short period, then it is, of course, a matter of pride.

     

    “When we started, we were at number five or six slot, but now we are number one in the slot. So, I guess we can call it a fast-faced and exciting journey with, of course, a lot of hard work,” said Sunil Sahjwani, Group Creative Director for Pioneer Channel Factory Pvt. Ltd. (holding company of MTunes and MExpress).

     

    Sunil Sahjwani

    Agreeing with him, Divya Radhakrishnan, MD, Helios Media which is strategic consultant to the channel said: “It’s wonderful to receive such a response for such a short period. They believed in our belief and helped us break convention with no VJ or no PJ on the channel only focusing on music.”

     

    Recently various prominent music channels have started a new trend of reality shows and now turning into youth general entertainment channels. Speaking about the same, Mr Sahjwani said: “There is no harm in experimenting and we are glad that they did that. Because the space vacated by them has given more space for music channels to grow. Also, we must realise that youth wants music, otherwise music channels wouldn’t have survived.”

     

    “In the name of ‘youth entertainment’, various channels forget where to draw the line and have created new lows of the Indian television industry,” rued Ms Radhakrishnan.

     

    Divya Radhakrishnan

    Apart from showing music in HD format which is its USP, the channel also prides itself in creating original properties like Asli Voice, Trending20, Kal ka Superhit and so on.

     

    “The channel’s aim is to reach out to various age groups and moods during the day and that is why the tempo of music keeps changing during the day. For instance, the day starts with fast-paced music, whereas in the afternoon the tempo reduces, only to increase again in the evening We want people to feel music and not just hear or see it,” said Mr Sahjwani.

     

    Music, today, is consumed across media – television, radio, internet, mobile, phones and other digital devices. So it is affecting the genre on TV? “No, we must realise that apart from a few urban homes, high-speed internet is still not available everywhere else. Having said that, there is also no denying the fact that youth consumes music on various platforms and internet is one of them. But the visual-audio treat provided by the television cannot be matched by others. Hence, it would be fair to say that other platforms act as a support system for TV. They only push the genre – which is great,” said Mr Sahjwani.

     

    And what about digitization? The channel isn’t available on platforms like Tata Sky. “We are aware of that and are working towards that. We are already there on Dish and Videocon and talks are on with other platforms. However, since we are a FTA channel, we don’t have much to worry about. And of course, we are hoping that digitization does happen this time around.”

     

    The channel opened its sales in April and hopes to do well in the coming years. “Our first motto was to build numbers, which we have been able to. So, now hopefully, we’ll be able to growth manifolds,” said Ms Radhakrishnan optimistically.

     

    The channel feels that Indians thrive on music, so the genre will only grow. However, one needs to be innovative and give the audiences what it wants to stay ahead in the clutter.

     

  • This will be the first time that these events will be presented in the region

    ESS, ESPN Intnl sign cricket distribution pact for Latin Am

    By Ashoke Nag

     

    ESPN STAR and ESPN International have entered into a cricket distribution agreement for Latin America to carry top ICC events and the Champions League Twenty20 through 2015. This will be the first time that these events will be presented in the region. The International Cricket Council (ICC) agreement is a four-year deal from 2012 to 2015 and covers several ICC events, including the global showpiece of the cricket calendar, the 2015 ICC Cricket World Cup in Australia and New Zealand.

     

    Under the agreement, ESPN International will carry the events in English via ESPN Play (WatchESPN in Brazil), ESPN’s broadband network that offers live and on demand sports video across the region. The upcoming cricket coverage includes the ICC Under 19 Cricket World Cup in Tony Ireland Stadium, Townsville, Australia from August 10-25; the ICC World Twenty 20 in Sri Lanka from September 18-October 7; and the Karbonn Champions League Twenty20 in October.

     

    Source: The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

     

  • Videos, app-based ads and interactive ads are just a few forms of advertising that we would like to see in mobile advertising, says Albert Almeida

    The Anchor: Albert Almeida on 5 things he would like to see happen in Mobile Advertising

    By Albert Almeida

     

    1. Ads beyond mobile internet:

    India is still a voice driven market. It would be great if consumers can hear an ad and make a free call rather than see an ad.

     

    2. Better targeting via location-based services and near field communication:

    Both these words have become full fledged buzz words in mobile advertising. This can be used for payment with your mobile device, pushing marketing or other content to the user’s phone, as well as many other possible scenarios we have not even thought of yet. NFC has taken off in many parts of Asia, and there is a huge potential for it in India as well.

     

    3. Richer forms of ads (beyond the banners and text ads) – videos – interactive flash based ads:

    The changes to the pricing strategies for advanced GPRS and 3G will allow more consumers to access mobile internet. With richer content, we would like to see a surge in creativity in the mobile advertising platform as well. Videos, app-based ads and interactive ads are just a few forms of advertising that we would like to see in mobile advertising.

     

    4. Social Integration in mobile advertising:

    With the surge in social networking via mobile devices, we would definitely like to see social integration in mobile advertising. This would also help create word of mouth for brands on social media.

     

    5. Advergaming on a mobile platform:

    Gaming has always had great pull and with mobile gaming on the rise, we would want more branded gaming content that can be offered for free in an ad funded model.

     

    Albert Almeida is the COO, Hungama Mobile

     

  • The launch will make the channel's first IPTV carriage deal inFranceand also strengthens Free's current offering of Indian content

    Tamil GEC Vijay TV inks carriage deal in France

    By A Correspondent

     

    Star Network’s Vijay TV will now be available on Freebox TV, Free’s IPTV platform. The launch will make the channel’s first IPTV carriage deal inFranceand also strengthens Free’s current offering of Indian content.

     

    Vijay TV is Tamil language general entertainment channel catering to the taste of Tamil audiences across the world. Vijay TV has raised the bar on content, packaging and promotion, thereby differentiating itself in the market. Furthermore, Vijay is a 24hour Tamil language channel that carries English subtitling on some of its key programming.

     

    Yeshpal Sharma

    Vijay TV is available on Freeview from end of July till 15th Aug and viewers can catch a special line-up of programmes for the Indian Independence Day on August 15.

     

    Commenting on the launch, Yeshpal Sharma, Vice President Star UK & Europe said: “We are very proud to be at the forefront of the Asian television entertainment offering and delighted to partner with Free to launch our leading Tamil entertainment channel in France”.

     

    Free users can subscribe to the Star Pack including Star Plus, Star Gold, Star Life OK, and ABP News at 15.99 Euros a month.