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  • Behind every great commercial is super strategy. Every week, MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Limca ‘Pyaas Badhao’

    KV Sridhar, NCD, Leo Burnett

     

    1. Name of the Campaign: Limca ‘Pyaas Badhao’

     

    2. The Brief:

    Limca has been a long-standing brand with great equity among consumers, especially in markets like Punjab, Delhi, West U.P., Chennai and Andhra Pradesh.

     

    The ambition was to create a positive discontinuity for Limca that would build off the strong thirst-quenching & freshness credentials- while laddering upto a strong point of view as a brand philosophy.

     

    3. Research insights:

    While thirst quenching is the central attribute for the product, the brand needed to have a ‘larger than life’ emotional role in its story telling. With the feedback from the consumers, we had a well-researched and sharper take on what ‘freshness’ meant for the consumers. So we picked up this specific insight and created a communication interpreting thirst for a larger audience – the thirst to make it big.

     

    4. The thought process behind the creative:

    Limca’s took up the task of encouraging everyday ordinary people to aim higher and strive to reach their dreams – Where Limca quenches the physical thirst that one gets when one sets out to achieve more each time. And we encapsulated the thought in the call to action – ‘Pyaas Badhao’.

     

    5. Media vehicles chosen:

    We chose various mediums like TV, Outdoors, Print and Point of Sales to reach more and more people.

     

    6. Key issues kept in mind while executing the ad:

    It was important for us to strike the right balance between sincere efforts put in by the guy and the light-hearted ones. Also Kareena Kapoor’s tone and mannerisms were consciously kept towards the lighter side so that we don’t come across as preachy. The effort guy puts in the commercial also needed to capture the physical exhaustion he goes through to justify the well deserved and much needed bottle of Limca he gets in the end.

     

    7. Does the treatment do justice to the brief?

    Yes! The creative assigned a clear role to Limca – the previously unanswered question, Why should I have a Limca? – now stands resolved. Limca is about the physical thirst that one works up while chasing his emotional thirst (of his dreams)

     

    8. What according to you is the differentiating factor about the ad?

    Everyday people set goals for themselves and they go through a lot of hard work and perseverance in order to achieve it. With the powerful, real life message we as a brand have tried to talk to each one of those people inIndiawho thirst to achieve more and more.

     

    9. Market and client feedback:

    Early reaction is very positive from the market.

     

  • Positioned as the first action entertainment channel, the channel is slated to launch by end of Q1FY12-13

    Reliance Broadcast & RTL name JV channel ‘Thrill’

    By A Correspondent

     

    BIG RTL, the television joint venture between Reliance Broadcast Network and RTL Group, has named its soon-to-be-launched action channel Thrill.  The thematic action channel, positioned as the first action entertainment channel, is the result of a detailed audience mapping and insight mining among Indian audiences to determine entertainment need gaps. The joint venture channel will address this need gap and serve the very best of international content from across the globe, dubbed in Hindi. The channel is slated to launch by the end of the Q1FY12-13.

     

    With several options to choose from, the internal team set out to test names with the potential core target group: male audiences across metropolitan and non-metropolitan areas in the Hindi-speaking markets. With focus groups spread across the country and moderators mapping feedback closely, Thrill emerged as the hands-down winner for the name for the channel. The name is easily comprehensible across all social strata and encapsulates the core values of the channel – ‘daring’, ‘action-packed’, ‘electrifying’, ‘sporty’, ‘challenging’ and ‘adventurous’.

     

    The core viewers of the channel would be Thrill-seeking males in the age group of 15-44 years, who are action and adventure lovers.

     

    As part of the plan to offer a diverse programming mix, the channel has signed strategic deals with various leading international content providers for successful global formats and series across a variety of genres: action reality, action thrillers, fighting and wrestling championships, shocking, never seen before films, extreme sports, late night entertainment and a robust library of hit Hollywood action movies, all dubbed in Hindi.

     

    Speaking on the occasion, Mr. Tarun Katial, CEO, Reliance Broadcast Network Ltd. said, “We are excited to offer India its first action entertainment channel, Thrill which will showcase world-class international content, dubbed in Hindi. The channel fills a need gap that exist in the entertainment landscape and we are confident that our proposition, backed by consumer insights, will resonate excellently with viewers and marketers alike.”

     

    BIG RTL has already teamed up with Reliance Digital TV, India’s leading direct-to-home service provider, to distribute Thrill, giving the channel access to 30 lakh digital television homes across India and the channel is in the process of closing deals with other operators. This partnership marks the beginning of the quest to extend BIG RTL’s top-of-the-line content to maximum audiences across the country. Thrill will be distributed as part of a 7 Channel robust bouquet of Reliance Broadcast which includes BIG CBS Prime, BIG CBS Love, BIG CBS Spark, BIG CBS Spark Punjabi, BIG MAGIC and UTV Bloomberg.

     

    The present joint venture marks RTL Group’s entry into the burgeoning Asian television market and is Reliance Broadcast Network’s second international joint venture, following on the heels of its successful joint venture with CBS Studios International.

     

    Reliance Broadcast Network Limited is a multi-media entertainment conglomerate with play across radio, television, intellectual properties and out of home. It is part of the Reliance Group and specializes in creating and executing integrated media solutions for brands. It houses the following verticals: 92.7 BIG FM, BIG CBS- a joint venture with CBS Studios International which has launched four channels, BIG CBS Prime, BIG CBS Love, BIG CBS Spark and Spark Punjabi. Added to this robust bouquet, the Company also distributes Bloomberg UTV, India’s premier business news channel.

     

  • I guess he wants to re-create 'appointment viewing' which Ramayana and Mahabharata used to enjoy in the late eighties/early nineties

    Anil Thakraney: Aamir wants to play God

    By Anil Thakraney

     

    In 2007 when I met Aamir Khan for an interview (Mumbai Mirror), we brought up the issue of his glaring absence from television. Every single big Bollywood hero was busy raking in big bucks from the small screen. The actor appeared quite closed to the idea of television. He said various channels keep approaching him with proposals but they don’t interest him. And added that maybe he will do TV one day when something substantial comes along.

     

    Well, that day has arrived, May 6 to be precise. When Satyamev Jayate goes on air. Aamir has pulled all stops in ensuring that the show gets a roaring opening. Mind blowing marketing budget. Loads of talent in the production team. Simultaneous broadcast on Star and DD. Dubbing in four southern languages. And lots more. Not to speak of the content itself, which going by Khan’s movies, is likely to be both, entertaining and engaging. The challenge for the Star Network would be to recover the huge costs and make some profits. Not sure how that will pan out. What makes their work even tougher is that the show will have just 13 episodes.

     

    However, what caught my attention is the slot chosen for Satyamev Jayate. 11am, Sunday. This is very interesting because it demolishes the popular definition of prime time television. Clearly this is Aamir’s brain child. Guess he wants to re-create ‘appointment viewing’ which Ramayana and Mahabharata used to enjoy in the late eighties/early nineties. This is a big gamble. UrbanIndiahas totally changed in the last two decades. In those days we in the cities had nothing much to do on Sunday mornings. Now we have shopping malls, pubs, dates, multiplexes, Facebook, Twitter and many other distractions. So appointment viewing is going to be a tall task. And this explains the team’s decision to use good ol’ Doordarshan. So that if the urban audiences ditch them, the numbers garnered through DD’s terrestrial broadcast will save the day. Smart thinking.

     

    Anyways, like many other Indians I will be glued to the TV on May 6. 11am. And will also keep looking out at the streets from my window. To check if they are deserted. Like it used to happen when the gods descended into our living rooms on those lazy Sundays.

     

    Can Aamir match the gods? That’s the billion dollar question.

     

    ***

     

    PS: Too, too brilliant for words. This is the sort of stuff naukri.com and other employment portals ought to be doing. It takes a rare advertisement for me to want to the join the ad world again. This one does.

     

  • In Freaking News, which will now appear every Tuesday and Friday, 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

    Murdoch inquiry: the murky side of media highlighted

    By Ranjona Banerji

     

    The questioning of Rupert and James Murdoch in the Leveson inquiry into media ethics in the UK was undoubtedly the highlight of this news week. Both the BBC and CNN showed major portions of the inquiry live and it was fascinating to watch these two very powerful men being closely questioned on their closeness to British politicians as well as on the way they ran their business.

     

    James Murdoch followed the line he had had at the earlier Parliamentary inquiry after the phone-hacking scandal broke which led to the closure of The News of The World: he remembered nothing. This is, even though he had been the recipient of a chain of emails which explained what was going on. Murdoch the younger claimed he had not read any of the emails.

     

    Two days were devoted to Rupert Murdoch who seemed far sharper than he had been during the Parliamentary inquiry. However, he also claimed to remember nothing, in spite of there being sufficient documentary evidence to prove his various meetings with various British prime ministers. Murdoch claimed that politicians always wanted to meet editors and proprietors but that did not mean that he wielded any influence.

     

    However, by the end of the second day of questioning, Murdoch admitted that there had been a cover-up of the practice of phone-hacking in his newspapers, which went at least up to the editor and beyond. He apologised and called it a failure.

     

    The venerable and respected Harold Evans, the one editor of the Times who Murdoch sacked, was scathing in his criticism of Murdoch’s testimony and his supposed inability to remember anything significant at all, in his piece in the Guardian on Thursday.

     

    In the backdrop of this questioning were the revelations that a close aide of British culture secretary Jeremy Hunt had been leaking secret information to the Murdoch organisations about the BSkyB deal, which has since been scuttled. But with both sides of the political spectrum in Britain being in the pockets of the Murdochs, finger-pointing is going to be a little difficult. In Prime Minister David Cameron’s favour is the fact that he commissioned this judicial inquiry.

     

    The parallels with India are fascinating, if at the least because media tycoons here remain shady figures, lurking in the background, pulling strings and manipulating policies. Also, despicable as phone-hacking was, it is hard to remember the last time any newspaper really spent any effort on news-gathering. We, in India, follow the other Murdoch model – use PR agencies to get everything done.

     

    Needless to say, Indian TV was not much taken with the Murdoch case, although newspapers gave it the mandatory space on their international pages.

     

    * * *

     

    The one story which got almost no space in the Indian media, in spite of the verdict being shown live on the BBC and CNN on Thursday, competing with Murdoch, was the trial of Charles Taylor. The former Liberian president was charged with war crimes for his role in the brutal and bloody war for power in the neighbouring Sierra Leone. Although the film Blood Diamonds got considerable media attention in India, the man who was part of that horror story, was obviously not worthy of too much space. For example, The Times of India had nothing, the Hindustan Times, a brief and The Indian Express a story on the international pages.

     

    * * *

     

    Instead the Indian media had absolute hysterics about Sachin Tendulkar accepting a nomination to the Rajya Sabha. One would imagine this was the first time anyone had ever accepted a Rajya Sabha nomination (12 distinguished persons are appointed every term) for all the hot air expended on TV. Newspapers also saw this as headline news.

     

    So far of course no one knows whether Tendulkar will be a good, bad or indifferent Parliamentarian. Therefore, tedious before-the-fact discussions and camera-inspired rage are pointless. Much time was spent on why Tendulkar was joining politics. It occurred to no one that being nominated to the Rajya Sabha is not “joining politics”. That would be when Tendulkar fights an election. Many nominated members gone back to their distinguished lives after their terms finished.

     

    The only benefit of such discussions is that you see just how stupid some people are.

     

    * * *

    Sometimes I find myself in full agreement with Press Council chairman Markandey Katju that 90 per cent of Indians are fools. And most of those fools find their way to TV studios.

     

  • The MSLGROUP India Social Co-Lead on why all marketing campaigns must have a social media initiative planned.

    Narendra Nag on 5 reasons why no marketing campaign can do without social

    By Narendra Nag

     

    1. Your audience is online: 58 million Indians are on Facebook and half of them log in everyday. Younger people, usually the most attractive demographic for brands, spend more time on Facebook than they do reading the newspaper or watching TV.

     

    2. People don’t easily believe what brands tell them any longer – but they do trust what they hear/read about from real people. So, a blogger or someone of Twitter has more influence on purchase decisions than an ad on TV.

     

    3. Apple, mobile phones, health and wellness products/services, luxury brands and car/bike brands have it easy – people like to say nice things about them. For everybody else, pretty much the only time somebody mentions their washing machine or microwave is when it isn’t working. To combat all that negative sentiment, your marketing campaign needs to be social in nature – connecting with people over something they care about.

     

    4. Social stretches out each marketing rupee to the max. That event you’re doing at the mall, promote it on social and you’ll get a lot more people involved and engaged. That ad campaign on TV – don’t just show the ad on YouTube, create a social campaign that goes on a lot longer than the four weeks your ads on TV.

     

    5. If you’re not social, you’re dead. Brands no longer get to tell consumers what to make of them, audiences who’ve never bought the product are defining what a brand stands for. If you’re still thinking communication, your brand is dying a slow death. Start listening and participating in conversations to get a handle on what your brand truly means.

     

    Narendra Nag is Co-Lead, MSLGROUP India Social

     

  • Shopping experience at par with international standards in fashion advisory and service

    Park AvenueWoman innovates retail format, modernizes collection

    By A Correspondent

     

    Park Avenue, on Thursday, announced the launch of the flagship store of its women’s range, Park Avenue Woman. Situated at Grand Galleria, Phoenix Mills, Lower Parel, Mumbai, the store is an epitome of fashion advisory, service and novel retail architecture.

     

    Inaugurated by Nawaz Singhania, renowned artist and fitness expert, the store offers innovative and stylish wardrobe solutions for women, across day, corporate, weekend and evening wear. The new contemporary store format has been designed to exude warmth and facilitate a superior shopping experience at par with international standards, providing customers with ample space to browse through the display, and easier access to specific apparel categories.

     

    Speaking on the occasion, Ms Nawaz Singhania said: “Park Avenue Woman has been especially close to my heart because I believe it epitomizes the perfect look for the discerning, upwardly mobile, working woman. It is a celebration of women who are confident, independent and know what they want from life. They look for clothes that reflect style blended with comfort to sail through the long hours and the multiple roles they play. Every PAW collection has been designed and crafted keeping the special and choicest needs and tastes of this working woman.”

     

    The store format has also been designed as an ode to this woman. It promises a signature shopping experience with novel architecture, trained personnel in fashion advisory, in-house finishing/alteration services and a wide range of fabrics, shades, tailoring, fitting, accessories and trial rooms.

     

    The store currently displays the Spring Summer 2012 collection form women, providing for relaxed comfort and yet appears chic and sensuous. There is a new collection available each month with alluring names such as Apollo, Jardiner, Tube and Edit.

     

    ThePark Avenuestore has been a very early entrant in organized retailing in the country. Its spread of offerings across the men and women’s categories make it a potential key category player in the years to come. Park Avenue’s reach across the length and breadth of India, including Tier 1 and Tier 2 locations has enabled it to tap a wide spectrum of consumers.Today, everyPark Avenueoutlet epitomizes the Raymond brand values of Trust, Excellence, Quality and Leadership.

     

    Launched in 1986, Park Avenue is India’s most admired formalwear brand. It offers stylish and innovative wardrobe solutions to gentlemen for all their dressing needs, be it Business, Evening, Leisure, Travel or Heritage Wear.

     

  • The LinkedIn iPad experience has been built and designed taking into account the unique and specific ways that professionals use their iPads

    LinkedIn empowers mobile professionals with the new iPad application

    By A Correspondent

     

    LinkedIn, the professional network which has over 14 million users in India, on Thursday announced the launch of the LinkedIn application for iPad. Taking into account the new and specific ways that professionals are using their mobile devices, this application aims at helping professionals to be better prepared and empowered to make smarter business decisions wherever they may be working.

     

    “At LinkedIn, our focus continues to be on increasing the productivity of our members. We realize that today’s professional workforce is a mobile workforce. Hence, we constantly strive to provide them with simple solutions to achieve success and deliver a seamless LinkedIn experience everywhere,” said Hari V Krishnan, Country Manager, LinkedIn India.

     

    The mobile platform is the fastest growing consumer service at LinkedIn with 22 per cent of LinkedIn traffic coming from mobile devices. The LinkedIn iPad experience has been built and designed taking into account the unique and specific ways that professionals use their iPads.

     

    New features of the new LinkedIn iPad application include:

    • Calendar feature which gives an informative snapshot of anyone you have a meeting with and everything you need to know about them
    • News you can use which provides timely and relevant news surfaced by what your connections and industry peers are sharing and reading
    • Build your professional brand which connects and follows up with your professional peers and share your expertise

     

    The LinkedIn iPad application is free and available for members to download on their iPads from http://itunes.apple.com/in/app/linkedin/id288429040?mt=8

     

    Founded in 2003, LinkedIn has a diversified business model with revenues coming from member subscriptions, marketing solutions and hiring solutions. Headquartered inSilicon Valley, LinkedIn has offices across the globe.

     

  • Brand marketers/campaign creators to present their entries LIVE before judges and audience via a unique interactive '4-6-10' format

    APPIES 2012: 100 best marketing campaigns to be presented LIVE

    By A Correspondent

     

    Fierce competition is expected at APPIES 2012 where 100 of the top marketing campaigns from 16 countries in Asia Pacific will vie for 10 Gold Medals. An annual two-day festival of the best marketing ideas, APPIES brings together the brightest minds in the industry from across 16 countries to celebrate excellence, network and exchange knowledge. Now in its third year, APPIES 2012 brings the audience up close and personal with some of the most compelling campaigns through its unique live presentation format.

     

    APPIES 2012 enables brand marketers/campaign creators to demonstrate their stellar ‘Show, Share and Sell’ skills, thanks to the unique ‘4-6-10’ format. Each presentation will begin with a 4-minute showreel video summarising the entire campaign, followed by a live 6-minute exposition of the campaign’s key highlights by the brand’s marketers/ campaign creators. Then comes the interactive 10-minute session where each campaign will be cross-examined by the judges and audience members.

     

    Building on last year’s list of campaigns by companies and brands such as P&G, Nestle, Pepsi, McDonald’s, Fonterra, Singapore Tourism Board, Bacardi, Adidas and Vodafone, APPIES 2012 will continue to showcase the best campaigns from various industries that span across highly-diverse markets in Asia Pacific region.

     

    The 100 selected marketing campaigns will cover a broad range of six product/service categories that include Consumer Durables, Consumer Services, Food & Beverage, Non-Food FMCG, Business Services and Government, Cultural, Social & Environmental campaigns.

     

    APPIES 2012 will also host special keynote sessions and panel discussions on The Future of Industry. Marit Kievit, Global Brand Director (Lux) at Unilever and Chris ter Steege, Director (Digital Integration), Integrated Marketing & Communications at Philips Asia Pacific have been announced as keynote speakers at APPIES 2012. With advisory and assessor panels comprising top marketers in the region, APPIES 2012 is designed to offer excellent networking and knowledge sharing opportunities for industry professionals.

     

    Marit Kievit is the Global Brand Director for Lux (Unilever). The multi-cultural team led by Marit has developed breakthrough and award-winning integrated campaigns. She was also a permanent member of Axe’s global brand team, setting the global innovation agenda for one of Unilever’s most successful brands. Most recently Marit joined the global leadership team for Lux as a global brand director, based out of Singapore.

     

    Chris Ter Steege is a communication professional with an obsession for innovation and creativity in marketing, brand communication, digital and social media, and leading the creation of impactful experiences through integrated communication strategies and tactics. With 10 years experience, Global to Local, B2B and B2C, at Philips, Chris now leads regional cross-sector digital programs in Asia Pacific, co-leads the region brand campaign, works with sector marketers to deliver award-winning campaigns, and manages the digital team in one of the most diverse and fastest growing regions in the world.

     

    Leanne Cutts is Vice President, Marketing for Kraft Foods Asia Pacific Region, based in Singapore. She is responsible for driving the growth of the gum, candy, and powdered beverages categories as well as leading consumer insights & analytics and driving marketing excellence in the region.

     

    The Institute of Advertising Singapore (IAS) was founded in 1990 with the aim to position Singapore as an internationally recognised “centre of excellence” with world class advertising professionals, international best practices and industry leading creative output. The IAS has several highly successful business platforms for the advertising and marketing communities to meet, collaborate and raise the standards of the industry as well as encourage continuous education. The IAS has also organised the Singapore International Advertising Congress since 1998.

     

  • For Subhas Warrier, Lintas Initiative Media (LIM) opens a new chapter in his 2 decade odd career spanning multiple regions and multiple markets

    Subhas Warrier joins LIM as EVP-Head of South

    By A Correspondent

     

    For Subhas Warrier, Lintas Initiative Media (LIM) opens a new chapter in his 2 decade odd career spanning multiple regions and multiple markets. Starting off on an advertising career in Mumbai and then later in Bangalore and Chennai, with an in-between sojourn in SE Asia and Middle East, he joins LIM as an Executive Vice President.

     

    A creative person at heart Mr Warrier’s first love is copy-writing, which he dabbled in during his early days. Media was incidental but that is what made it for him so far.

     

    Prior to his most recent stint with Dentsu Media as their Mumbai Head, he has worked with JWT, Ogilvy, and MindShare followed by handling own business and a consultancy start up called Eye-2-Eye Media in Dubai

     

    A tough work out at the Tennis courts and, an occasional indulgence in Golf, keeps me agile, he says, besides being an off the beaten track traveler/trekker. “I am delighted to join Lintas Initiative Media. There is a great bunch of people here. Our clients here are very aggressive and are open to new ideas and are continuously looking to take more and more innovative initiatives in their marketing effort,” said Mr Warrier.

     

    Sudha Natrajan, CEO, welcomed Mr Warrier onboard, as part of grand plan to make LIM future proof: “A creative mind, bringing back magic to the media business, is what he will bring to the table. A senior council of experienced professionals with cutting edge expertise is what I have set out to build, and Raghav, who joined as the COO, 4 months back, was the first step in that direction. Subhas, who will report into him, will now strengthen the council.”

     

    Raghav Subramanian said: “The South has always been key for Lintas, and has contributed greatly to our overall growth and equity. We have a healthy roster of large clients with long relationships, and we needed someone with the maturity and depth of experience that Subhas brings to the table. We have very aggressive plans for the region for this year, and are already in the process of acquisition of some key new businesses.”

     

  • CA Media India CEO Rajesh 'Colors' Kamat has announced investments in Endemol India and Only Much Louder. But this is just the beginning…

    Two investments done. Many to come!

     

    By Shruti Pushkarna

     

    In many ways, the Taj Lands End hotel has been lucky for Rajesh Kamat. The early days as captain of Endemol India and Colors were spent at the hotel in Mumbai. No surprise then that Mr Kamat located his CA Media office at the hotel when he joined it last year as CEO to oversee the Indian investments for The Chernin Group.

     

    For most in the media fraternity, Mr Kamat’s decision came as shocker since he was cruising as COO of Viacom18 Group and CEO of Colors. He spearheaded the channel to leadership position in a record 9 months – thus breaking the 9-year supremacy of Star Plus in the Indian GEC space. Prior to Viacom18, Mr Kamat was Managing Director of Endemol India, where he set up Endemol’s operations in India. As the news of CA Media’s investments in Endemol India and Only Much Louder had just begun reaching the fraternity on Thursday evening, Mr Kamat took time out to speak with MxMIndia:

     

    It’s interesting to see the span of investments you’ve made? One in an international production company and another in a not-so- known youth and music company? So what kind of investments can one expect from CA Media India in the future?

    What we are trying to build is a portfolio of assets and each of these will come in with its own uniqueness. You will see us not only invest in different companies but also build different brands in companies. So the first set of announcements are more on the buying side of it, in the second set you’ll probably hear of a build, we’ll actually support an idea and build out a business.

     

    It’s therefore going to be a diversified media property which has pretty much all kinds of assets under it. Now coming to specifically Only Much Lounder vs. Endemol, Endemol is what I call the content hub and we will go on to make it into a content powerhouse. While it’s a strong television player, we believe there is a fair amount of growth that can be looked in. We can look at inorganic growth in television, we can look at moving from one screen to multiple screens. So, on one hand we have an investment in Endemol which is a traditional content hub, on the other, we are investing in a nascent pocket of music overlapping with youth, I see that as investing in the youth power.

     

    If there is a company which is talking about college festivals, music festivals and managing talent in a Dewarists kind of show and more importantly in a nascent pocket, if you find a promoter who you can bank on, it can’t get better. I think that’s the unique combination we found in a Vijay from OML in the music and youth space and on the other end, Endemol, the conventional traditional content business. So that’s pretty much what you see in our investments today.

     

    It’s a year and 26 days since you set up operations. In hindsight, do you think you could’ve announced the ventures sooner?

    No, that’s my biggest learning, having come from a broadcast background, I am used to weekly ratings. In transactions and deals, when you are talking about building relationships, trust in a partner and then investing in a partner, I don’t think things move at that pace, because you have to build the rapport, relationship, then establish the value that you get to the table, then talk about the value that you can unlock in that business proposition and then do the deal. So I think it’s fairly decent in terms of pace. And if you talk to any private equity VC guys, you rarely have two announcements in one go and too within nine months of starting off.

     

    Also read…
    CA Media to invest in companies, build brands
    That Rajesh Kamat was 1st CEO of Endemol is not a coincidence: Deepak Dhar
    We’re looking at strategic inputs from CA Media, Zodius: Vijay Nair

    How many proposals did you vet?

    I don’t even keep a count (laughs). I would typically say a ratio would be 1 on 10 or 2 on 20… would invest in 1 on 10.

     

    How come Endemol? There are several homegrown production companies too?

    If you are talking about a company which has the single largest independent producer globally, if you are talking about a catalog of offering, if you are talking about a creative hub which is scalable, it couldn’t get better than Endemol.

     

    Is it quite a coincidence that you were also the founder-CEO of Endemol India? It obviously means a lot that you have invested in it… you have a great amount of faith in the company

    It’s not. What does happen is that if you’ve had an association with them since inception, then you know the roots of the company. I have enjoyed an equation with them in form of having set that company up, and then, as partners at Colors and now as investor in the company… I am enjoying all of them.

     

    So will you have a say in Endemol operations?

    In any of our investments, we invest in them because we believe the business model is good and the management is great. So from an operational standpoint we never interfere with what the management is delivering and they are the reason why we are investing. What we get involved is more at the capital, strategy and in terms of an overall direction.  That’s the role we play.

     

    Since a lot rests on key programming that Endemol does, will you possibly look at who the guests in the Bigg Boss house will be?

    No, no…I think Deepak is more than happy and excited and so is the Colors team deciding who goes inside into the Bigg Boss house. In fact I watched the show but I am not as animated about the show.

     

    Which are the languages that you see Endemol getting into?

    It’s only fair if you put up that question to Deepak.

     

    There are investors/VCs who are hands-off, and there are some who are hands-on… what will you be?

    We would like to be strategically involved. In case of an OML, what we do is, we build a plan out with the promoter…if we built a plan out with the promoter, then at every step wherever they need support, we stand by them, that’s our role. So not only do we invest money, we actually invest time and expertise.

     

    Tell us about the other project that you are investing in… Only Much Louder?

    It’s a youth activator brand, it’s a company which does college festivals, as I said we are investing in youth power, so they are a company which focuses on youth. They use music as a vehicle and we believe it’s a great company to get into because alternate music and music is growing as a pocket, and if you have a captive youth which in India more than 65 percent is less than 35 years of age, then it can’t get better. And we have a great promoter in Vijay.

     

    How come Only Much Louder and not other higher profile companies?

    As I said, it’s a great pocket, we love the promoter and we believe that with him we can scale new heights.

     

    Do you see it reaching the heights of, say, a Wizcraft?

    You need to talk to Vijay on that…what I can tell you is, yes we are building the brand. We are making every possible effort to work towards whatever best… there are five verticals they are working on, we would love to work with them on each of the verticals to see whatever maximum potential they reach, why would you want to benchmark on anybody…

     

    What are your targets for CA for the year?

    We don’t set out with a mission to buy five or four companies, what we do is, we talk to promoters, we identify good companies and invest in different companies. So I don’t think we set out with a target or a mission to acquire or build x numbers. We’ll identify pockets which are growing, we’ll identify businesses which are great, promoters who are good to invest and who we can trust, and the minute we find one, we’ll invest, so no targets.

     

    MxMIndia is read by a variety of constituents amongst media and marketers. If we were to send a message to people on the kind of projects you are seeking, what can that be?

    If we find businesses which are synergistic, we believe we can add value, and then we go ahead and invest in them. If we believe that we can grow the business, then we get into them. However, if it’s even a business which we believe is a good investment but we cannot add value and we are not strategic in the business, we’ll not go after it.

     

  • Endemol India CEO Deepak Dhar on the CA Media investment, Rajesh Kamat and the CA Media role in his operations and plans for the future

    That Rajesh Kamat was 1st CEO of Endemol is not a coincidence: Deepak Dhar

    By Shruti Pushkarna

     

    Deepak Dhar has been responsible for Endemol’s operations since he joined the company in 2006. Dhar has produced popular shows for Endemol such as Bigg Boss, Laughter Challenge, Fear Factor – Khatron Ke Khiladi, Jo Jeeta Wohi Super Star, Wipeout, Chottey Miyaan, operacion Triunfo and Mission Ustaad. Prior to Endemol India, Dhar worked with Star TV as group head, programming. He was instrumental in producing shows such as Pop Stars and The Great Indian Laughter Challenge. Before joining Star where he worked for around five year, Dhar was senior producer at MTV for three years. Deepak Dhar has been Managing Director of Endemol India since 2007 and he will continue to lead the company post the alliance with CA Media, as CEo. Excerpts from an interview with MxMIndia:

     

    From what we in the media knew, Endemol India was the wholly owned India arm of Endemol in the Netherlands. So why go to CA for 49 per cent stake?

    We entered into this, largely from a strategic point of view…we had ambitions to go in the film business, and when we started talking to CA Media, they had strategic insights into the business. So this is more of a strategic investment than a financial one.

     

    Is the balance 51% owned by Endemol, Netherlands?

    Yes, the controlling stake is with Endemol and the balance with CA Media.

     

    Is there a possibility of further liquidation?

    I don’t think so.

     

    Any investor likes to cash out at some time… is that something that has been discussed? How much of a window is CA looking at?

    Well it’s too soon to talk about exit. We’ve just taken our company from being a TV production company to a content production company, so we are not looking at exits at this point.

     

    Also read…
    Two investments done. Many to come!
    CA Media to invest in companies, build brands
    We’re looking at strategic inputs from CA Media, Zodius: Vijay Nair

    It’s interesting that CA in India is headed by Rajesh Kamat who was the first CEo of Endemol India? Coincidence or did that help in this?

    Rajesh brings in a huge strategic insight. So no, it’s not a coincidence. With this investment we have put together the power of Endemol and his insights into the business.

     

    Endemol is essentially known as the Bigg Boss and owner of assorted reality show formats. That’s possibly an unfair comment. What next?

    Bigg Boss was only one part of our business. A huge amount of our content is also fiction, we produce around 900 hours of fiction. So fiction is our next focus area, we will also look at regional, we will look at digital very seriously. More importantly, we will look at movie production business.

     

    How much will CA have a say in operations of Endemol? For instance, that x person should be the guest in Bigg Boss?

    None at all. They are controlling the business but the operational control is entirely with Endemol.

     

    You are looking at expanding to regions: so where next? And what will you take where?

    We are already there in the Southern market, we have shows in Telugu and Tamil. Now we are focusing on Marathi. We will also look into Bengali, very soon you’ll hear announcement on regional players.

     

    There are networks like Zee which have not been buying international formats…?

    See that depends on the channel’s philosophy. A lot of broadcasters are picking up formats but there are still those who don’t pick up formats. So it clearly depends on an individual channel’s philosophy.

     

  • CA Media's announcement in Endemol India and Only Much Louder is in line with the firm's intent to have a diversified media portfolio

    CA Media to invest in companies, build brands

    By Shruti Pushkarna

     

    It’s been a little over a year since Rajesh Kamat surprised the Indian media to leave Viacom 18 where he was flying high as COO having successfully launched Colors as CEO. Mr Kamat, who had earlier also been Chief Executive at Endemol India, joined the Asian investment arm of The Chernin Group (TCG), CA Media. Yesterday, Mr Kamat announced CA’s investment in two Indian companies, Endemol India and Only Much Louder.

     

    Speaking to MxMIndia, Mr Kamat added, “What we are trying to build is a portfolio of assets and each of these will come in with its own uniqueness. You will see us not only invest in different companies but also build different brands in companies. So it’s going to be a diversified media property which has pretty much all kinds of assets under it. Therefore, on one hand we have an investment in Endemol which is a traditional content hub, on the other end we are investing in a nascent pocket of music overlapping with youth, I see that as investing in the youth power. I think that’s the unique combination we found in a Vijay from OML in the music and youth space and on the other end, Endemol, the conventional traditional content business.”

     

    CA Media has acquired a 49 percent stake in the Mumbai-based Endemol India, an independent content production house. The objective is to build Endemol India into a leading and most valuable content production company in India across television, film and digital content.

     

    Founded in 2006, Endemol India has grown to be one of India’s largest producers of entertainment television. The company is known for its successful shows including “Bigg Boss” (India’s version of “Big Brother” which has had 5 Seasons to date) and “Fear Factor” (4 Seasons) for Colors. Other hit programming includes talent shows “Laughter Challenge” (4 seasons) and “Jo Jeeta Wohi Super Star” (2 seasons) for Star Plus, and over 400 episodes of “Deal or No Deal” and the recently launched “The Money Drop” for Sun Network.

     

    Also read…
    Two investments done. Many to come!
    That Rajesh Kamat was 1st CEO of Endemol is not a coincidence: Deepak Dhar
    We’re looking at strategic inputs from CA Media, Zodius: Vijay Nair

    Deepak Dhar who has been Managing Director of Endemol India since 2007 will continue to lead the company as CEO. Commenting on the choice of CA Media as the investor, Deepak Dhar told MxM India, “We entered into this, largely from a strategic point of view…we had ambitions to go in the film business, and when we started talking to CA Media, they had strategic insights into the business. So this is more of a strategic investment than a financial one.”

     

    Key strategic priorities for Endemol India include establishing a strong presence in the Indian film sector as well as expansion in scripted and regional television, areas in which Endemol India is already active. CA Media’s backing provides Endemol India with extensive operational experience from its principals and the required financial resources for executing the ambitious growth strategy. At the same time Endemol India will continue to produce and exploit Endemol’s global portfolio of formats and IP. International distribution of all content developed by the operation will be handled by Endemol.

     

    The Chernin Group Chairman and CEO Peter Chernin commented via a communique: “India is a critical investment market for CA Media and we’re pleased to partner with Endemol to work together to further leverage the growth in the Indian media and entertainment space. We believe that Endemol India is poised to capitalize on the expected explosive growth across all platforms in this industry.”

     

    “India represents a significant opportunity for Endemol and our collaboration with CA Media strongly positions us to become the region’s largest content producer,” added Endemol Group CEO Just Spee.

     

    Rajesh Kamat

    Commenting on the acquisition, Mr Kamat said, “Our new partnership with Endemol fits in well with our plans of creating a diversified portfolio of assets in the media and entertainment space, with Endemol India being at the epicenter.”

     

    This alliance between CA Media and Endemol has reunited Mr Kamat with Endemol given that he was responsible for setting up Endemol’s operations in India. Mr Kamat told MxM India that he has a lot of faith in Endemol and he enjoys an excellent equation with them. “What happens is that if you’ve had an association with them since inception, then you know the roots of the company,” he said. “I have enjoyed an equation with them in form of having set that company up, and then, as partners at Colors and now as investor in the company… I am enjoying all of them.”

     

    CA Media has also picked up an undisclosed stake in Only Much Louder (OML), a music, live events and youth media company, along with Zodius, an investor and operator of digital media, commerce and services.  OML operates at the intersection of three key elements – alternative culture, youth and brands. It focuses on reaching the youth market in India through high quality entertainment properties including music festivals, television and web-based content.

     

    OML started as an artist management firm in 2002 and has now expanded its operations to include a large-format music festivals division, a full-fledged production house, a digital wing and an expansive artist management and bookings enterprise. OML works with various brands in the country in conceptualizing and executing their marketing and branding strategies aimed at the youth segment.

     

    Deepak Dhar


    On this investment, CA Media CEO Paul Aiello said, “Our investment in OML represents one end of the spectrum of our investment plans in India – that of identifying and backing talented people in virgin domains, with sustainable as well as scalable business models. OML is in an exciting domain and we foresee great potential ahead.”

     

    Added Mr Kamat, “It’s a youth activator brand, it’s a company which does college festivals…we are investing in youth power, so they are a company which focuses on youth. They use music as a vehicle and we believe it’s a great company to get into because alternate music and music is growing as a pocket, and if you have a captive youth which in India more than 65 percent is less than 35 years of age, then it can’t get better. And we have a great promoter in Vijay.”

     

    Through this investment and management support, CA Media and Zodius plan to assist OML in scaling up its operations, to achieve true scale, over the next few years.

     

    Vijay Nair

    Speaking to MxM India about the objectives of this alliance, Founder and CEO of OML India, Vijay Nair said, “Building a stronger team is the primary objective of this. And secondly, scaling some of the things that we’ve been already working on. Thirdly, a specific reason for working with CA Media and Zodius is to focus a lot more on the digital and television part of it as opposed to our focus which has just been live events so far. So we want to take it to multiple platforms.”

     

    Mr Kamat clarified that CA Media’s role in the alliance will be strategic in nature and all operational control will rest with the promoters, Dheeraj Dhar in case of Endemol and Vijay Nair in the case of OML.

     

    CA Media was formed in November 2010 by Mr Peter Chernin, former News Corp President and COO and former Star TV Asia CEO Mr Paul Aiello. The company appointed former Colors CEO and Viacom18 COO Rajesh Kamat as its India CEO last year. CA Media, which is majority owned by The Chernin Group, invests in media, entertainment and technology businesses across Asia with a primary focus on India, Indonesia and China.