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  • Don’t poach our employees, JWT tells McCann

    By Ratna Bhushan & Rajiv Banerjee

    India’s largest ad agency, JWT, has asked its fast-growing rival, McCann Erickson, to refrain from poaching its employees. The move comes after JWT lost a dozen staff to an expanding McCann over the past few months.

    JWT has written to McCann more than once, two top executives familiar with the development told ET. McCann has not responded to this communication. Industry insiders characterise these letters as rare and unusual.

    JWT India CEO Mr Colvyn Harris said, in response to an email query, that the agency had merely cautioned its former employees. “We have a clause in our employee contracts which prevents ex-employees soliciting staff for a stipulated period, and as a process we remind them of their contractual obligation,” he said.

    Mr Prasoon Joshi, executive chairman at McCann Worldgroup and Mr Jitender Dabas, the agency’s senior VP and head of strategic planning, declined comment.

    McCann is on a hiring spree as it has bagged plum contracts, including those of telecom services provider Aircel, carmaker General Motors and paints company ICI Dulux. The agency has recruited at least 50 people over the past two months, with 30 in senior positions.

    JWT, on the other hand, has been struggling to fill 20-25 vacancies, an executive with a search firm told ET. The agency has recently lost half a dozen senior employees. “It is clear that JWT is trying its best to retain talent, particularly the people who have been working on the Airtel account,” another executive said.

    Mr Harris, however, disputed these claims. “This is the figment of someone’s imagination,” he said, “Factually, should we require people we have enough people applying to us.”

    JWT has been under pressure from some of its key clients who have entrusted independent agency Taproot with one-off plum assignments this year. These include beverage and snacks firm PepsiCo, which did not assign its biggest commercial of the year – the world cup campaign – to JWT, its creative agency for two decades. Bharti Airtel, too, turned to Taproot for a one-off campaign two months ago. Taproot is similarly working on a creative pitch for Mountain Dew, another brand handled by JWT.

    At the same time, McCann has been scouting for advertising professionals to service the two big accounts it has bagged recently – the Aircel contract, which is estimated at 200 crore, and the General Motors contract estimated at 150 crore.

    Source:The Economic Times

    Copyright © 2011, Bennett, Coleman & Co. Ltd. All Rights Reserved

  • More confusion and pyrotechnics

    By Ranjona Banerji

    At last television managed to extract some excitement from the news. NDTV’s Nidhi Razdan tried to get her guests Renuka Choudhary, Subramaniam Swamy and Vinod Sharma of the Hindustan Times to decode the 2G intra-ministry note controversy, the call to prosecute P Chidambaram and the arrest of former LK Advani aide Sudheendra Kulkarni in the cash-for-votes scam. Sadly, the verdict was the same as it has been all these days – confusion. The audience however was not convinced with the explanations provided in the cash-for-votes episode by the BJP and Sharma just laughed at all political parties. Chowdhury was her normal dismissive self while Swamy was a bit nonplussed by the CBI’s refusal to listen to the government, saying it was an autonomous body.

    Thus it was left to Arnab Goswami to provide the pyrotechnics. However, the subject of his choice – NGOs breaking the law – can only create foam-in-the-mouth for the most diehard supra-nationalists who see Maoist conspirators around every corner. Even the news that an Essar general manager had been arrested for paying protection money to Maoists could foment the crowds or the viewers. Goswami was pained that NGOs were breaking the laws of the Government of India. This from a man who just last month appeared to have been quite happy when members of Team Anna tried to destroy the entire Indian system of parliamentary democracy.

    However, as far as television was concerned, the arrest of Kulkarni was big news as the BJP scrambled to prove it was being victimised and the Congress retained its disdainful position regardless of how foolish it sounds and how little anyone believes it. Still, the fact that Parliament was sullied by MPs waving wads of cash around apparently rankles in many Indian hearts. The goodie-goodie whistleblower explanation does not cut much ice when confronted with patriotism.

    **

    The death of Mansur Ali Khan Pataudi obviously caused great pain to the Indian nation as tributes and obituaries to the great cricketer carried on for more than a week. This was surely unusual, made even more unusual by the fact that few of the writers actually knew the man very well and had to depend on hearsay and legend to bolster their articles. It showed if nothing else, an interesting view of contemporary Indian life and one where the truth cannot ever come in the way of laudatory praise.

    Or, as it happens, criticism. Some stray remarks made by controversial Pakistani cricketer Shoaib Akhtar about Sachin Tendulkar created a little tizzy, causing the launch of Akhtar’s “controversial” book to be cancelled. However, most of the tizzy was created by the pre-release publicity machinery to drum up a little extra interest. Instead, the tactic appears to have backfired. The publicity tiger is a dangerous beast to ride. Remember the limerick about the Lady of Niger, who smiled as she rode on a tiger? They came back from the ride with the lady inside and the smile on the face of the tiger.

    **

    I see that little news items about transgressions by Reliance Industries have started to make their way into newspapers. Will track this and see if it goes any further.

  • TAM data Top 10 programmes on HGEC – Wk 39’11

    Source: TAM Peoplemeter System
    TG: CS 4+yrs
    Market: Hindi Speaking Market
    Period: Wk 39: Sep 18 to 24, 2011

     

    About TAM Media Research
    TAM is a joint venture between Nielsen Company & Kantar Media Research. Besides measuring TV Viewership, TAM also monitors Advertising Expenditure of Television, Print & Radio through its division AdEx India. Since 2004, it extended its presence in the PR Measurement & Analysis space for Corporate/Marketing Clients by setting up a separate division Eikona PR Measurement.

    In 2007, the joint venture introduced RAM (Radio Audio Measurement) service to track Radio Listenership for the Indian Radio Broadcast Industry. In year 2009, TAM launched a division, called TAM Sports that specializes in monitoring Sports Sponsorship ROI.

    TAM Media Research’s objective is to fuel media insights that will drive the growth of the Indian Media Industry.

  • GRP Channel shares of HGECs- Wk 39 2011

    Source: TAM Peoplemeter System
    TG: CS 4+yrs
    Market: Hindi Speaking Market
    Period: Wk 38: Sep 11 to 17, 2011
    Period: Wk 39: Sep 18 to 24, 2011

    About TAM Media Research

    TAM is a joint venture between Nielsen Company & Kantar Media Research. Besides measuring TV Viewership, TAM also monitors Advertising Expenditure of Television, Print & Radio through its division AdEx India. Since 2004, it extended its presence in the PR Measurement & Analysis space for Corporate/Marketing Clients by setting up a separate division Eikona PR Measurement.

    In 2007, the joint venture introduced RAM (Radio Audio Measurement) service to track Radio Listenership for the Indian Radio Broadcast Industry. In year 2009, TAM launched a division, called TAM Sports that specializes in monitoring Sports Sponsorship ROI.

    TAM Media Research’s objective is to fuel media insights that will drive the growth of the Indian Media Industry.

  • Peugeot seeking PR agency in India

    By Shubhangi Mehta

    Peugeot, the French motor car brand, has called for a PR pitch after its re entry in the Indian market, industry sources close to the development have confirmed the news to MxM India.

    The creative mandates for them are mainly handled by Euro RSCG globally and Peugeot is one of the biggest clients for Havas Media .

    Peugeot is gunning for the launch of the Peugeot 508 premium sedan in India before the end of 2012. The car will be priced in the range of Rs 20-25 lakh. Apart from the Volkswagen Passat, the 508 will have to compete for space against Honda Accord, Toyota Camry, Nissan Teana.

    After its exit from the country nearly 15 years ago, the company is cautious on its re-entry. Globally, the brand competes with Volkswagen and such brands and it is expected to be similar in India.

    The French company will set up a vehicle manufacturing facility near Sanand at an investment of Rs 4,000 crore ($650 million). At an initial capacity of 165,000 vehicles a year, the plant is slated to be commissioned by 2014 and can be expanded to 340,000 units in phases.

    The family business that precedes the current Peugeot company was founded in 1810. On 20 November 1858, Emile Peugeot applied for the lion trademark. The company produced its first automobile in 1891. Due to family discord, Armand Peugeot in 1896 founded the Société des Automobiles Peugeot.

    Peugeot’s roots go back to 19th-century coffee milling and bicycle manufacturing. The Peugeot company and family is originally from Sochaux, France. Peugeot retains a large manufacturing plant and Peugeot Museum there. It also sponsors the Sochaux football club, founded in 1928 by a member of the Peugeot family.

  • Newswatch: Covering the queer spectrum

    By Nitin Karani

     

    There’s little to be happy about the state of journalism today, but this piece will try to remain upbeat and offer constructive comments on coverage of LGBT (or queer issues). The focus is mainly on the English-language media. First, a pat on the back for doing by and large a good job, especially in the editorials department! A lot of the reportage is either by queer and queer-friendly journalists themselves or driven by them.

    These journalists are also the most innovative in their approach to queer issues and in touch with the pulse of queer communities despite not being on an ‘official queer beat’— another sign to management why they need diversity and inclusion in their organisation. Having people in your media house from different communities helps you understand them, reach out to the communities and broaden and strengthen your coverage. One editor deserves a special mention here. Aditya Sinha, currently with DNA, launched a weekly ‘Sexualities’ page (it was mainly about queer issues) back in April 2008 when he was with The New Indian Express. The practice continues at DNA, which has a monthly page. Quality may be ultimately important but for marginalised identities this is great exposure in the short run.

    This is not to say that there is no homophobia in the media. Of course there is sensational and sleazy reporting (TV9’s “sting” op in Hyderabad; “Central Park a Gay Paradise”: Mid-Day); insensitive, even biased writing (“A baby for gay, deaf, mute couple? It’s cruel”: Deccan Chronicle) and totally muddled, pseudo-scientific horrors as well (“Lesbian? Not quite, say psychiatrists” and “Trapped In Bad-Girl Taboo”: The Times of India). Then, there is the let’s-not-talk-about-it attitude, which is probably true of quite a few publications, but probably nowhere as ingrained as at the Reader’s Digest. However, change is inevitable and so is a debate on queer issues.

    What the media needs to do most is to go beyond the superficial, else both reader and writer will be bored! And which reader would like to start their day with a humdrum piece on a Pride parade when there are so many other colourful diversions? There are many interesting queer stories waiting to be told yet. If mainstream newspapers and channels won’t tell these, then the competition will (for instance online news magazines such as FirstPost.com). The White House has a new LGBT liaison but how many people know he is of Indian origin: Gautam Raghavan. Usually, the press goes gaga over desi achievers, even those who want to deny their Indian origins. So isn’t the Gautam Raghavan story worth an interview or at least some column inches? Let’s start with the basic issue though.

    The terminology: Admitted it can get confusing, especially with the never-ending acronyms (LGBTQI… – even The International Lesbian and Gay Association named its 2002 Mumbai regional conference ‘A-Z: The Other Asia’). However, journalists are supposed to know. Or find out! The latest NGO abbreviation is “MTH”, or men-who-have-sex-with-men, transgender and hijra. Label with care! Most people use ‘TG’ and ‘hijra’ interchangeably with eunuch. But hey, it’s all about letting people be themselves and choosing their own labels instead of imposing. Also, note that not only is the word ‘eunuch’ outmoded, but also a lot of queer people object to it as a derogatory term. Dictionaries can’t seem to keep up with these changes, so cultivate your go-to experts for advice on such matters. Ultimately, of course, people are more complex than labels.

    Pride marches: It’s been more than a decade since this annual event became a regular feature on the queer calendar in Kolkata, and every year new Indian cities are added to the list. However, in terms of visuals at least, our photographer colleagues give it the same hackneyed treatment – the usual close-ups of a hijra/transgender or of two transgenders kissing each other. The focus is always on the most garish. If they would only look more closely, and not get blinded by all the colour and pageantry, they will perhaps capture new stories of the gay couple with kid in tow, the gay bankers network, the lesbian elders who have been together longer than you have been a journalist and so on, instead of dismissing the rest of the crowd as ‘boring, normal-looking’ LGBs (lesbians, gays and bisexuals).

    TV debates/‘balance’: Twenty years of sat TV and all we have to show for it is a handful of coming-out stories and the same old discussion on every Oprah copycat show. These shows do face limitations because not many people are willing to out themselves on TV yet (even when given the honourable way out by hosts such as Simi Garewal). It’s a challenge that needs to be taken up, though, and tackled with ingenuity. Only ‘reality’ TV is pushing the boundary here, not the news channels. Although the distinction seems to be blurring!

    Meanwhile, newsroom discussions have the mandatory religious figure (to the point that it has become predictable which talking head will be on air and what they will say) even when the discussion on decriminalisation of homosexuality has nothing to do with any religion, especially Christianity. Politicians and ministers, who fight shy of the issue in public regardless of which side of the debate they are on, are never pinned down, unless they are also small-time politicians with a religious minority connection. Besides Tamil Nadu parties, which have shown some initiative on TG issues, no political organisation has been made to speak up on queer issues, although politicians are difficult to shut up on any other subject. When some of them do open their mouths to speak utter rubbish, like Ghulam Nabi Azad and Farooq Abdullah did, the media allows them to get away with it.

    On the other hand, sometimes journalists defend insensitive writing on specious grounds. In the name of religious celebration, it is common for people to dance on the streets of Mumbai to Sheela, Munni and Shakira numbers, and no one blinks an eye. What then would you say to a journalist specifically seeking out people who could have moral issues with Mumbai Pride week celebrations in suburban Bandra – just so that there is “balanced coverage” of the celebrations! That too in the midst of the Pride week, when some off-balance zealot might get provoked by irrational fears of children “getting into wrong things” expressed in the piece.

    The business of gay icons: Most stories about showbiz are created by PR people and so a new ‘gay icon’ emerges every few weeks. Often the actors too are fooled into believing their ‘iconic’ status by their producers. The rare actor does try to live up to the status with a sensible head on his shoulders and some genuine concern for gay equality. Seriously though, gay men have very diverse tastes, and rarely is an actor put on a pedestal by them. So most of the talk about someone being a gay icon, and asking every other actor what they think about being called one is, well, a con. Sure, let’s ask what actors think about playing gay on screen (though most will give you hypocritical answers as directors such as Onir will testify because they fight shy of doing such roles). But let’s also ask them the tougher questions, such as why they play the stereotypes and caricatures when they apparently root for gay equality.

    Staying with icons, how come we don’t read about lesbian icons in showbiz? Is it because it’s a male-dominated industry in a patriarchal society that still represses women’s sexuality? So the straight men will continue to enjoy the thought of girl-on-girl action but are unlikely to toast an actress as a lesbian icon anytime soon. The serious journalist would find enough genuine queer icons if they only looked.

    Reactive, not proactive: Most of what we read on the subject tends to be event-driven—a film festival, the launch of a business catering to the queer community, and so on—rather than being driven by the journalist’s imagination. With so much happening anyway (and so many press releases being dumped into the mailbox, not to mention the noise on social media), it may seem reasonable to forget about queer issues. However, bear in mind that the queer community works with limited resources (even if a certain set seems to party hard), can rarely afford to employ PR professionals and most community organisations are dealing with one crisis after another (such as suicides, threats from families, HIV-positive people falling seriously ill suddenly, hate crimes, ministers shooting their mouths off, big question marks over police permissions for public events and funders not releasing money on time). In such a scenario, the journalist needs to chase the well-networked individuals from the queer community for stories too.

    Outing, crime: Gossip is cheap but sometimes true. When it comes to a person being allegedly queer, the juice is passed around but rarely gets into print. Affairs of Bollywood stars and celebrities get written about endlessly, and not just in filmy magazines. Now even sports stars and politicians are making headlines for amorous achievements off the field. Only as long as it’s all heterosexual. Contrast this with the very polite treatment of gay rumours. Once in a while, a Shah Rukh or a Karan Johar will be asked about the enduring goss (okay, Karan, it wasn’t polite that one time). A Milind Soman will even admit that the silliest rumour he has ever heard about himself is that he had an affair with a man no less than Ratan Tata. However, even a quotable quote will remain buried, never receiving the same threadbare treatment of a hetero affair. Like Milind Soman telling Stardust years ago that had he not been in love with Madhu Sapre, he would have been in love with a man. No controversy there apparently, but great controversy about the Tuff in the buff ad!

    That is not to say that every silly rumour should be chased and every quote blown up into a headline. However, why the unequal treatment? The privacy argument should apply equally to queer and hetero individuals. Frankly, the privacy argument is bogus and just a convenient excuse to cover up. No one’s interested (okay, some may be) in who does what with whom in bed. How is privacy invaded though by just saying that you are gay, bisexual, transgender, asexual, intersexual, or whatever? In fact, unwillingness to answer that question, especially when you don’t tire speaking about every other mundane aspect of your life, can only mean one thing. If a person claims to be an environmentalist or feminist but runs a polluting industry or is a doormat wife of a bigamist, wouldn’t you point out the double standards at least? So if a closeted gay politician does anything to harm the queer community or a filmmaker produces a film with gay stereotypes or caricatures, shouldn’t such people be outed? Those are the questions that stare journalists in the face today.

    Once, in my journalism class, there was a group discussion where we students were given a hypothetical scenario. A cinema known for its gay porn gets burnt down and several male patrons lose their lives as a result. Among them are well-known, closed members of society. The newspapers have a choice to report the names of the dead, or hide them to spare the families of the dead person the stigma. Predictably, quite a few of my classmates recommended the newspapers should not publish the names. Many queer people would also agree, on the ground of ‘privacy’. However, not publishing the names, especially when that is the publication’s usual practice in case of such accidents, suggests and reinforces the sentiment that being gay is shameful. The dead person is not around to be affected by the ‘outing’, and we don’t even know what their choice would have been had they been alive: whether to come out, or not.

    As a matter of routine these days the police just hands out the names of queer murder victims whenever they think there is a ‘gay angle’ – sometimes one even wonders if they aren’t being overzealous about discovering a  sexual slant. The names get published, which is not problematic per se. What should bother us is whether any journalist even pauses for a minute and questions the police’s version of events in their minds.

    Dead people may be unaffected by the outing but it could be hell for closeted gay men abused, called names and forced to give out their names and contact details to the police simply for being at a party. If this isn’t torturous enough, they are put on display before an unquestioning, servile, insensitive media which has been ‘tipped off’ so that the pictures can be beamed to the world and played in an endless loop.

    How come no one argues for privacy when the cops ‘bust’ a private gay party? Who takes responsibility if one of the guys kills himself or gets beaten black and blue by his family? Even as the US President tells Manmohan Singh and the rest of the UN to protect their queer citizens, the Mumbai police won’t even let gay people party.

     

    Nitin Karani edits equity research for a living when he is not trawling the web for media reports on queer issues. He also blogs infrequently at queerindia.blogspot.com, and writes for Bombay Dost magazine.

  • Anil Thakraney’s Hard Knocks: Why did telemarketers lose the game?

    Today morning, I sent a text message to 1909, and in a matter of seconds, forever banished telemarketers from my life. Or at least I hope I did. (This is India, where there are many laws, but many more people ready to flout them.) But at the same time it did make me feel a wee bit sad as a communication professional. Here is a powerful medium destroyed by the foibles of some very incompetent telemarketers.

     

    I am not a direct marketing guru, but here are three key reasons I think why the tele guys lost the plot. You can add your own.

     

    1.  Badly trained, poorly paid staffers who lack even basic communication skills. ‘Hello sir, main XYZ se bol rahi hoon, aapko ek free SIM card ka offer hai, kya aap interested hain?’ Imagine I could be doing 100 important things when this call arrives. Even hanging precariously by a cliff. Is it too difficult for callers to politely ask for a ‘good time’ to call?  We often do that with friends, leave alone strangers. Who knows, some courtesy may encourage people to at least have a conversation. And in telemarketing, that’s half the battle won. I really think some amount of smart training would help.

     

    1. Poor sense of timing: I would get calls at 10.30 AM Monday, the peak work hour, from someone selling me a holiday package to Macau. Or, on a lazy Sunday noon, from a chap asking if I want a computer printer. Worse, someone texts me at night offering Yoga classes. Is anyone even trying to think out there on when to sell what?

     

    1.  I know this is a cold calling business, but does have it to be like blind shooting in the dark? Is market segmentation so difficult in telemarketing? Can’t the proprietors invest some funds in market research before hitting the phone? I’ll give you an example. Once, an expensive time share resorts seller called my driver. Overhearing their conversation, I encouraged him to talk, so we could have some masti. Not only did the excited tele girl ‘sell’ him a Rs 2-lakh-worth worth life membership, she even agreed to drop by his chawl for a cup of tea. I told him to have fun!

     

     

    All said, it’s a pity, really. Because telemarketing is a very useful tool for one-on-one communication. And it’s failed in India because it’s run by people who just don’t get it.

     

    ***

     

    PS: Must say I am more than surprised with the overreaction and anger in India at Shoaib Akhtar’s book. The mud he’s flung at fellow cricketers in his book, as per reports, is totally consistent with his own brand personality. He’s lived an entirely controversial life, so why must his book be any different? What were people expecting? A collection of sweet lullabies? Hello? Branding, anyone?

  • India ranks 7th in Facebook timespend

    By A Correspondent

    An international study into the use of social networks by global information services company Experian reveals just how much time people living in different countries spend on Facebook. Singaporeans emerge from the study as those who spend the longest on the social network site, with an average of 38 minutes and 46 seconds per session, while people living in Brazil spend just under half that with an average of 18 minutes and 19 seconds per Facebook session.

    According to the analysis by Experian Hitwise, the average session time on Facebook in August 2011 across the eight countries varied significantly. The average time spent on Facebook in August 2011 per session was – Singapore, 38 mins 46 sec; New Zealand, 30 mins 31 sec; Australia, 26 mins 27 sec; UK, 25 mins 33 sec; US, 20 mins 46 sec; France, 21 mins 53 sec; India, 20 mins 21 sec; Brazil, 20 mins 21 sec.

    Understanding average time spent on Facebook, the world’s most widely used social network, illustrates the importance of brands needing to be on social networks, the study said. By knowing that an average social network user in Singapore, will for example, spend an average of 38 minutes on Facebook means that a brand can increase the likelihood of capturing an individual’s attention by running digital marketing campaigns through Facebook. Content and advertising which is compelling will ultimately lead to greater engagement in social networks and consequently greater sales, whether on the brand’s own website or indeed within Facebook.

    Mr Navin Chandani, Managing Director, Experian Marketing Services in India, commented, “The power of social networks like Facebook is that in some respects they don’t have any boundaries and make the world a much smaller place. Knowing the market share social networks have in each country and the level of usage is key to social networking success. However, our research shows that the way individuals use social media can and does change according to cultural and personal backgrounds – therefore ‘one size definitely doesn’t fit all’ when it comes to digital. For any international brands to be successful in their digital campaigns, they must understand the local, digital and personal nuances that exist.”

    Social networking is now one of the biggest online pastimes across the globe. In each country there are thousands of social networks, varying from 3,245 in Brazil to 9,000 in the UK. Despite being one of the most mature social markets, the UK has the lowest market share of visits going to social networks and forums (12.2 percent). Brazil has the highest percentage of Internet visits going to social sites (18.9 percent of Internet usage) with 43 percent of all social networking visits in Brazil going to Orkut, the most visited social network in Brazil.

    Mr Chandani said, “Understanding how long people spend on Facebook in different countries is vital for any brand on the social network. With Facebook still finding its feet in the emerging markets of India and Brazil, lower session times are to be expected – users won’t have as many friends or groups that they have signed up to. However that doesn’t mean brands should ignore Facebook in those countries – with market share for Facebook in India increasing by 88 percent year on year and 16 percent in Brazil year on year, its influence and dominance is only set to grow.”

    Further analysis of the data reveals how different industries attract website traffic as a direct result of social networks. Social network users in Brazil, India and Singapore rarely go on to visit retail websites after being on a social network highlighting that retailers in these markets have a significant opportunity to increase their presence on social networks, ultimately driving website traffic and sales. This contrasts with countries such as New Zealand, where nine per cent of retailers receive web traffic directly from social media.

    Entertainment topped the list of the sites visited after social networks in the nine countries polled by Experian, with well-known sites such as the BBC’s iPlayer and Sky Sports featuring prominently.

    Other key findings from the survey revealed:

    In Brazil the number one social network is Orkut.com with 43 percent market share. This has fallen year on year by 18 percent with Facebook experiencing an increase in market share August 2010 to August 2011 by 16 percent

    The country to experience the fastest growth in Facebook use over the past year is India, with the social network accounting for an increase in market share of 88 percent in August 2011 compared to August 2010.

    The US also experienced a market share increase from Facebook of 5 percent year on year.

    Approximately 1 in 4 Singaporeans (18 percent) jump from one social network directly to another, demonstrating their love of social networks.

  • Happy marriage for Samsonite

     

     

    By Tuhina Anand

    “The client-agency relationship is like a marriage where one has to work on it to make it successful. It won’t last long if the client and the agency are on two sides of the table. The key is to have trust and transperancy in this relationship to make it work,” says Dr Ramesh Tainwala, President of Samsonite, Asia-Pacific and Middle East.

     

    “Also, one must be ready to part ways if the relationship doesn’t work,” he adds. Wise words from Dr Tainwala, who has just received the Advertiser of the Year at Spikes Asia 2011 for Samsonite, the global travel luggage brand. The award honours a brand that has set itself apart through the quality of its creative campaigns while also encouraging and nurturing innovative marketing techniques produced by their agencies across the Asia Pacific region.

     

    In fact, Samsonite had won awards at Cannes and even in other categories at Spikes Asia, but this award is special as it recognizes the advertiser, going beyond the creative. Talking of advertising in this category which in India is often led by brand ambassadors, Tainwala said, “I think it’s a shortcut method to ride on a brand ambassador’s popularity especially in India where most celebrities too don’t follow any discretion when signing on a brand, and are hence ready to endorse anything from banians to paan masala, creating confusion in a consumer’s mind. We have used Richard Branson a few years ago but the difference is that internationally celebrities are choosy when lending their name to a brand, thus succeeding in creating a brand connect.”

     

    In India, the company has earmarked US$19.2 million (close to Rs 100 crore) on its marketing budget for the current financial year. The company, which works with JWT, spends almost 10 per cent of its revenue on marketing and advertising every year. In India, its campaign is mostly TV led and outdoors including airports and railway stations and some print in smaller towns.

     

    Globally the company follows the policy of fixed remuneration for a year linked with incentives for its agency. They also follow a core creative idea which then is localized as per the need of market it is addressing.

     

    Samsonite has two of its brands, Samsonite and American Tourister, in India, and looks at this market as being among its key ones. It has seen a growth of over 52 percent over the last year, which definitely speaks volumes about the company being satisfied with their performance in the country considering that the market in this category has been growing at the rate of 15 percent.

     

    Talking about their plans in India, Dr Tainwala said, “We are currently in about 60 cities in India and mostly in Tier I and II towns but our focus is to increase this number to 300 and we will also look at Tier III and upcoming Tier IV cities too. This expansion will be a step-by-step process in the next three years’ time.” Samsonite also is looking at opening close to 100 retail doors every year in both existing and new cities to expand their footprint.

    Photograph: Facebook.com/SamsoniteIndia

  • KBC takes the Vritti bus for max recall

    By A Correspondent

    The results of a recently concluded survey by Vritti i-Media reveal that the ad jingle of Kaun Banega Crorepati has emerged as the most recalled ad at MSRTC-owned bus stands across Maharashtra. Sony Television has roped in Vritti i-Media’s audio advertising network to relay the famous jingle of KBC to serve the audience as a reminder to watch the daily quiz show, now in its fifth season.

    In line with the “Koi insaan chhota nahi hota” ad messaging, this is an effort by the marketing team at Sony to increase the viewership base of people residing in the semi-urban and rural parts of India. In order to reinforce this message, the KBC advertisements have been playing at regular intervals across ST bus stands in Maharashtra along with the bus arrival and departure announcements on Vritti’s audio network. The combined effect of the familiar jingle and the Bachchan baritone coupled with the compulsory listening format that is the advantage of Vritti’s medium, this jingle has emerged as the most popular and highest recalled ad across rural Maharashtra.

    Emphasizing the effectiveness of the medium, Mr Veerendra Jamdade, CEO, Vritti Solutions says, “For most of the people in small towns and villages of Maharashtra, MSRTC buses are the major mode of transport. While they are at the bus stand waiting to board the buses, advertisements played at the stand are the only mode of entertainment for them. Kaun Banega Crorepati has identified this and is reaping its benefits.”

    Insights from the bus stands in Maharashtra:

    ST buses are the chief mode of transport for the rural consumers.

    Each bus stand is frequented by at least 40,000 people each day.

    A frequent traveller visits the bus stand at least 2-3 times in a week

    On an average a traveller spends at least 20-25 minutes at the stand before boarding a bus.

    India resides in small towns and villages. And with Vritti’s networks, it has become lot easier for advertisers to reach this India effectively.

  • Education discussed at Sakal’s Dubai meet

    By A Correspondent

    Some 50 vice-chancellors from top Indian universities, industrialists and business leaders discussed the future of the Indian education system and formulated strategies and policies, at the Sakal Media Group’s three-day education conference, Sakal Educon 2011, in partnership with Dubai International Academic City (DIAC) between September 16 and 19, 2011.

    This is an annual event started in 2004 and this year the venue was Dubai. This year’s Chief Guest was Minister for Human Resource Development of India Mr Kapil Sibal. In his opening speech he reiterated the need for complete transformation of Indian universities. He also emphasized the need for embracing Internet based technologies to develop open courses which can be accessed from anywhere.

    Mr TD Joseph, Network Head – Events of Sakal Media Group said, “We are grateful to Dubai Knowledge Village (DKV) for its support and interest in partnering with us. This will help us to explore opportunities of creating synergies for better business, knowledge sharing and learning through expertise carried by both the nations.”

  • Radio Mantra celebrates birthday of Lata Mangeshkar

    By A Correspondent

    Radio Mantra will AIR an exclusive treat for Lata Mangeshkar fans that includes trivia about their favorite singer along with her all time super hits throughout the day. Action Replay will include her hit numbers from the ’80s and ’90s while Ticket To Bollywood will feature peppy numbers she has sung after the ’90s. RJ Rehan will talk about the “Cuckoo of Indian Cinema” in the late evening show Love Aaj Kal, spiced with her handpicked evergreen songs. Listeners can also call in and request for their favourite songs by her.

    In a career spanning over six and a half decades, Lata Mangeshkar has been featured in Guinness World Records between 1974 to 1991 for having made  most number of recordings in the world.  She has recorded songs for over a thousand Hindi movies and has sung songs in about36 regional Indian languages and foreign languages. She has won many awards and honours including: Padma Bhushan, Padma Vibhushan, Bharat Ratna, Dadasaheb Phalke and National Film Awards to name a few.

    Mr Kanwar Sameer, National Programming Head, Radio Mantra said, “We have planed an all-day special for the occasion, where apart from her classics, listeners will enjoy the best of trivia about Lataji, a living encyclopedia of singing in herself.”

    Radio Mantra 91.9 FM is an initiative by the Dainik Jagran group with a pan-India presence spanning eight cities namely Agra, Bareilly, Gorakhpur, Varanasi, Hisar, Karnal, Jalandhar and Ranchi. With a listenership base of 5.37 million, Radio Mantra is one of the top five radio stations in India.