MxMIndia

Tag: Divya Gupta

  • Kurlon assigns media agency mandate to Denstu Media's Bengaluru office

    Dentsu Media wins Kurlon media mandate

    By A Correspondent

     

    We resisted the temptation from using this as the headline: Kurlon goes to bed with Dentsu Media. Smartlines are often inappropriate even as they may be an excellent fit.

     

    Pardon the digression, but the news is that the leading mattress brand has awarded its media duties to Dentsu Media. The account will be handled out of the agency’s Bengaluru office.

     

    Kurlon has tasked the agency with developing a media strategy that will enable it to reach out to its priority markets effectively and help it re-affirm its position as market leader, adds a communiqe.

     

    Sudhakar Pai
    Divya Gupta

    Said Sudhakar Pai, Managing Director, Kurlon: “Kurlon is at a very important stage right now and we need a media partner who can reconcile our objectives with what the media industry has to offer. We believe Dentsu Media fits the bill perfectly for this.”

     

    On the win, Divya Gupta, CEO Dentsu Media said, “As an organization, Kurlon has the kind of philosophy that fits in quite perfectly with the Dentsu way.”

     

  • Industry honchos and rivals – past and present – are all praise for Madison and Sam Balsara

    Madison@25: Andre Nair, Ashutosh Srivastava,Vikram Sakhuja, Shashi Sinha, Lynn de Souza, Ambika Srivastava & Divya Gupta on the formidable frenemy

    Madison and Sam Balsara are so close to each other’s identity that while talking of one, people start talking of the other. The same happened in the case of these honchos. It is almost as much a tribute to 25 years of Sam Balsara in the industry as it is for Madison World.

     

     

     

     

     

     

     

    Andre Nair, (Former CEO GroupM South Asia), Chief Operating Officer, DatVietVAC Group Holdings

    For me, Sam Balsara & Madison represent two aspects; each the maker of the other.

     

    Madison: Joyously Indian to its core, they’re a competitor to be reckoned with. They jealously retain their clients and pitch clever, selectively & aggressively; no secret to their success & expansion over 25 years. And, through its history, Madison has grown & given opportunity for new bold leaders, like CVL Srinivas & Punitha Arumugam, to rise.

     

    Sam: Outside the competitive arena, as a key industry leader, he lives up to that old Ogilvy aphorism – a gentleman with brains, who works tirelessly with other leaders for the general betterment of the industry.

     

    Here’s to Madison and their next thriving 25 years!

     

     

     

    Ashutosh Srivastava, Chairman & CEO, Global Emerging Markets, Mindshare Worldwide

    My first encounter with Sam was years ago when I used to run Fulcrum (Unilever’s media AoR@HTA ,now JWT), prior to setting up of Mindshare in India – when Sam was looking for a person to replace Sriram who had moved to Singapore with Starcom. Sam was by then a charismatic industry leader with high credibility among clients, and Madison was seen by the advertising firms as an upstart, disrupting the establishment and breaking up the full service agency model.

     

    While I did not end up joining him in Madison, I did end up joining that industry. That one conversation with him really deepened my resolve to do what I could, along with other like minded colleagues, to get WPP to bring Mindshare & Maxus (Maximize in those days) to India. The rest, as they say, is history! Personally speaking, it certainly inspired me to get to where I am today, and I hold Sam in the highest regard as a pioneer in the market, who showed us the way. Even after WPP set up GroupM and carved out a dominant share in the market, we always saw Sam and Madison as a worthy ‘frenemy’ in the market. ‘Frenemy’, because they had similar values as us, they were a worthy competitor in pitches who always had good talent, had trusted relationships with their clients and for a long time, were very careful about who they chose to work with – Sam is always a man of his word, and was extremely careful not to overcommit to new clients without first making sure his existing clients got the highest value out of their relationship with Madison. So bitter competitors in pitching for new business, but similar views and vision on what would grow and strengthen the media agency sector. And eventually as frenemies, we ended up doing a JV together, to set up an independent Mediacom in India !

     

    Congratulations and best wishes for your 25th!

     

    Vikram Sakhuja, CEO, Maxus Worldwide

    I’ve known Sam for 20 of the 25 years Madison has been in existence. It dates back to 1993 when in P&G I took on the Media Manager role. In those days Media planning and buying were managed through full service agencies, and I introduced the notion of a consolidated Buying AOR (subsequently both Planning and Buying). Madison won the pitch, and Sam’s personal entrepreneurial style had a lot to do with it. With Sam’s support we pioneered the afternoon slot / as well as India’s first daily strip – Shanti on DD. And that was a start of a very productive relationship that continued when I moved to Coca-Cola and held a Media pitch there. Sam’s greatness lies in his high client orientation, his indefatigable energy, his deal making angles and in those days an ability to get quality talent like D Sriram, CVL Srinivas, Ajit Varghese and Lakshmi Narsimhan into Madison to work on our business.

     

    Even as a competitor it is a pleasure to work alongside Sam. He is a true statesman and puts industry interests above own. He continues to have an amazing eye for detail, and is practical to boot. For me, Madison and Sam are inextricable. I have learnt a lot of the Media I know from him, and he continues to inspire. I wish both him and Madison warmly on this milestone.

     

    Shashi Sinha, CEO, IPG Media Brands

    I have immense regard for Sam as an individual. At the time when media was not much recognized by the industry, he came to the forefront and provided industry the needed pedigree. It was largely his efforts that brought credibility to media buying business,

     

    Madison has definitely grown a lot – and created many milestones. Challenge now is to scale up and keep the momentum going. Organisation is built on culture and systems – and I am sure focus is on the side now – Sam whenever he decides to leave, would leave a legacy. Challenge is to take it up from there.

     

    Lynn de Souza

    Madison and Sam have always fascinated me. A true blue Indian story of guts and glory, innovation, ambition and perseverance. And often a bit of healthy jugaard!

     

    They believe in the strength of long term relationships, and are not afraid to ask for what they deserve. Sam’s energy is legendary and he built a successful empire largely on his ability to drive himself, and build lasting relationships with key team players and clients.

     

    I wish them 25 more years of pathbreaking game-changing success.

     

    Ambika Srivastava, Chairperson Vivaki Exchange India, Vivaki

    I have always admired and respected Sam. There are two things that I would love to mention – one, that Madison has provided very good talent to industry in leadership roles – CVL Srinivas, Ajit Varghese, Punitha Arumugam. It is just amazing. It is a place from where leaders have emerged – it is Madison’s great contribution to the industry, and a tribute to Sam’s leadership.

     

    Second, Madison has always been very tough competition. When you win against Madison – the win is far sweeter, because the competition one knows is formidable. It is not that every pitch we competed has converted into a win for us – but whenever it has happened, it has been exciting.

     

    I admire Sam for his energy and that he finds time to do so much for the industry as well.

     

    Really very good people.

     

    Divya Gupta, CEO, Dentsu Media

    My full salute to Sam and his team

     

    Madison’s client roster, the deep relationship and tenure it enjoys with these clients, speaks volumes.

     

    Just when you think you have managed to get a lead on Madison, Sam pulls out a rabbit from nowhere! By far one of the toughest competitors to go up against in a business pitch… I have had the misfortune of learning it the hard way!

     

    Sam’s passion, drive, tenacity is legendary. Madison stands testimony to this.

     

    I wish Madison and Sam an equally dynamic and successful future.

     

    Interviewed by Ritu Midha

     


  • Will the India-Pakistan cricket series live up to expectations? Or will advertisers and punters be disappointed? MxMIndia asks industrywallahs

    Indo-Pak series: Another historic thrash-a-thon?

     

    By A Correspondent

     

    Tensions of other sorts are usually forgotten when India and Pakistan meet on the cricket pitch. This time it is a battle of one-upmanship as the two countries are clashing after a gap of five years.

     

    While the Indo-Pak series of three ODIs and two T20s is a short tour, it is creating enough ripples among cricket-crazy fans. What makes it more enthralling is the fact that India had beaten Pakistan in both formats of the game the last time they landed here during the 2007-08 tour. Of the three Tests that the two played against each other, India won the series 1-0, having drawn the remaining two. As for the ODIs, it was a 3-2 victory in favour of India that did the country proud.

     

    While it was Saurav Ganguly who was at his superlative best in the Test series that enabled India to take the lead, it was the young Yuvraj Singh who shone with the bat in the ODI format, making him earn the prestigious man-of-the-series award.

     

    Going by speculation doing the rounds, for broadcaster ESPN-Star the tournament was a success even before it took off. According to some reports, the channel has managed to sell out maximum inventory at two to three times (totalling more than Rs 1.5 billion) the rate compared to the just concluded India-England series. This augurs well for the network given that it has to pay Rs 322.5 million per match for the five match series.

     

    Sanjay Kailash

    To a query from MxMIndia, Sanjay Kailash, EVP, ESPN Software India Pvt Ltd, said, “We are delighted with the response from advertisers to the India-Pakistan series. India-Pakistan is always extremely sought after and the series therefore was sold at a premium. We have monetised India-Pakistan ODIs at a rate which is double as compared to the historical industry average. Even rates for India-Pakistan T20 are double than the most sought after T20 tournament in the country.”

     

     

     

    Anilkumar Sathiraju

    Sharing his excitement about the series, Anilkumar Sathiraju, AVP & Head, DDB MudraMax, Media, said that on the ratings front he expects the series to be a big hit. “It will be quite good. I am expecting it to be a positive and a good series. Ratings will definitely see a spike as it is India-Pakistan at the end of the day. The fact that a few advertisers are quite gung-ho about it makes it more exciting.”

     

     

     

    Divya Gupta

    Divya Gupta, CEO, Dentsu Media, too had some words of praise for the series irrespective of the fact that India had put up a drab performance in the recent past. She said, “An India-Pakistan series is in a realm of its own; evokes emotions, fervour and fever like none else. It doesn’t matter whatever Team India has achieved /not achieved in the recent past. It is a marquee game, event, media property that viewers and marketers and broadcasters are betting on; and deliver it will.”

     

     

    Anita Nayyar

    Giving a more detailed outlook on the series, Anita Nayyar, CEO, Havas Media India & South Asia, said the fact that the series is taking place after many years is in itself a great pull. “From a viewing perspective three of the five matches are scheduled on holidays which will help the cause of viewing. Also the ODIs start at 8pm-primetime making viewers more available. In fact, most India-Pakistan matches have delivered ratings in the range of 5-6. This series should do similar numbers; however, with TAM data not being available the deliveries will be guess estimates.”

     

    Ms Nayyar’s summation of the series is probably what will matter at the end of this historical sporting tie-up. “Ratings or no ratings, the competition between India and Pakistan has always generated huge interest for both viewers and advertisers, and is considered a safe investment. It is a good way to bid adieu to a tough year and a fine beginning to a new one.”

     

    If the first T20 encounter between the India and Pakistan in Bengaluru last evening (Dec 25) was any indication, the contest on field is going to be tough. While every match going down to the wire may not be good news for weak hearts, it’s sure to see ratings soar. And advertisers and broadcasters happy.

     

    Photograph: Fotocorp

     

  • Set to replace Star One, 'Life OK' will launch on Dec 18. A chat with media agency heads on whether there is room for yet another GEC

    Star gets set for Life OK…

     

    By Rishi Vora

     

    The channel was rumoured to be called Star Desh. A predictable name to ward off those on the hunt for info on the channel that was set to replace the beleaguered Star One.

     

    But the identity has now been revealed on billboards and social networks. It’s called Life Ok. The descriptor on the channel’s YouTube page says: “Life OK, a new television channel from 18th Dec, through its unforgettable and powerful stories brings to life its unique philosophy of ‘cherishing what you have’. Life OK reminds and invites everyone to value the things that well and truly matter in life like family ties, relationships, valuing traditions and peace of mind, while in the eternal quest for more.”

     

    Since Star India and its public relations agency are tightlipped on the details, we don’t know whether Star One will shut on December 17 or be phased out gradually.

     

    Life OK, it is learnt, will cater to a wide audience targeting Tier 1 and Tier II cities of the country. Special attention is being paid on packaging and presentation. The leadership team has former MSM Sony business head Mr Ajit Thakur at the helm. That, indeed, is testimony of Star India’s plans to launch a serious challenger brand.

     

    A high decibel marketing push is planned for the launch.

    But, is there a scope for yeta another general entertainment channel? Top of mind, of course is Colors’ success in the not too distant past. Madison Media CEO Punitha Arumugam explains, “Yes there is room for more channels in the GEC space. A case in point being the launch of Colors when one thought that the GEC market was saturated, Colors launched and expanded the GEC channel share. Also, given the high demand situation for GEC inventory today, there does seem to be room for another channel.”

     

    Colors was backed by differentiated content and big-ticket shows; aggressive marketing and distribution, which helped the channel to grab the No 3 position weeks after its launch. That, however, was introduced as Viacom 18’s flagship GEC channel. Will Life OK be a successful second GEC channel?

     

    There are instances where the second channel hasn’t delivered results as per expectations. Zee Next and Star One are a few examples. Historically, second channels have received motherly treatment from networks, as the strategy has always been towards prioritising investments towards flagship channels. There have been cases where successful shows on the second channel shifted to flagship channels… but, from what is seen of the new channel from Star, special efforts are being made to ensure differentiated programming.

     

    Dentsu Media CEO Divya Gupta believes that a new channel needs to create and carve a niche for itself. “Is there a need? Perhaps not from the consumer perspective, but definitely from the marketers’ perspective! Star would do well to have a successful flanker brand.To be successful, however, it needs a distinct and independent raison de etre, which is a big challenge. The plan to feature ‘Sach Ka Saamna’ may draw initial eyeballs, but longevity and distinctiveness remain a challenge.”

     

    Janardhan Pandey, AVP, Mudra Max had a different view. “It is hard to predict if the new channel from Star will succeed or not. The market keeps changing, so one has to constantly evolve as a channel. In the GEC space, success is rare for a new channel, but not obsolete.”

     

    On the programming front, several shows are set to go on air on the new channel. Sach Ka Saamna… Bhrashtachaar Ke Khilaaf, which was to initially feature on Star Plus, has been shifted to Life OK as a strategy to give that extra push to the channel. Others include Tum Dena Saath Mera, Meri Maa, Dil se di dua…Saubhagyavati Bhava and Devon ke Dev…Mahadev.

     

    The channel will launch at 12 noon on Sunday, December 18 with an eight-hour live ‘online concert’ featuring leading leading rock bands and artists like Shankar Ehsaan Loy, Euphoria, Agni, Shaa’ir and Funk, Indus Creed, Salim Sulaiman and Kailash Kher amongst others. Interestingly, the live event will happen only for audiences on the internet, signifying an attempt to woo young, digitally-inclined viewers.

     

    Ms Arumugam remarked, “The success of the GEC channel depends totally on the content and engagement they provide the viewer – so it does not matter whether it is the second channel or the umpteenth channel from the same network”

     

    While all eyes will be on the new channel from Star, there is no doubt these are interesting times in the GEC space, where there is healthy competition between No 2 and No 3 (see table alongside for GRPs and channel shares from November 20-December 3, 2011). If Life OK does have a successful launch, battles will intensify and healthy competition will help increase the genre further.

     

    With bureau reports

  • Divya Gupta talks about the road ahead for the media industry.

    Change is the biggest challenge, says Divya Gupta (now @ Dentsu Media)

    By Tuhina Anand

     

    Divya Gupta, who has joined Chief Executive Officer, Dentsu Media is back in the media agency side of the business after a gap of almost seven years. She has been away from the agency set up but not really away from the industry as she was gaining experience being on the other side of the fence. First with Reliance ADA Group as Media Advisor to the Chairman’s Office providing strategic advisory on media investments for the group; later at Hindustan Times Media as Business Head – West with the mandate of building the business. Just before joining Dentsu India, Ms Gupta was an independent consultant advising and consulting marketers, media agencies and owners in the media business.

     

    In seven years, a lot has changed in the media landscape and MxM India deicided to catch up with Ms Gupta and find out what changes in the industry she can outline. She puts it concisely, that the changing environment presents both challenges and opportunities for the industry.

     

    Ms Gupta says, “First, I think the changing environment allows for having meaningful dialogues with consumers, almost on a one-on-one basis. Media today allows us to actively engage, build and nurture rich relationships with our consumers. And both the message and the medium can be tailored and served to each consumer.” For example she cites that the advertisements that are served to the consumers while accessing mail, search, etc, is basis their past interests and behaviour. Hence, the targeting goes beyond the demographics and makes a marketer’s and media professional’s job much more exciting.

     

    “Second would be about harnessing collective media synergies, seamlessly, in real time. Media roles are changing and no single medium, even TV, will be self-contained. The opportunity lies in media blending; combining and harnessing each medium in a digital chemistry that delivers across all, paid, owned and earned media,” continued Ms Gupta. “Centered on the brand engagement idea, the focus will be to get better “earned” dividends and the ultimate goal being allowing our consumers themselves to carry forth our crusade.”

     

    Also she emphasized that today’s landscape allows for realtime, instantaneous consumer feedback. If on the right track, one can march forward or do some quick course correction if need. No more waiting for months to understand the impact of advertising that used to happen some two decades ago, as now the response is instant.

     

    “Lastly, it is about tightening ROI from computing mere eyeballs to an engagement metric. Reach that is layered with engagement, in both planning and pricing, is a step forward in computing actual ROI. Today, computing eyeballs alone is sub-optimal. Think about it, how often do we check our mobiles while supposedly viewing TV? Dual screens are here to stay. Or how often do we read and register (keep click aside for the time being) all advertisements that get served to us on a search page?” said Ms Gupta.
    Concluding she said, “To encapsulate, it is exciting times, with media posing huge challenges and opportunities in building engaging consumer connections, experiences and nurturing relationships.”

     

    Talking about her task at Dentsu Media, she shared that it is to first stabilize and deliver to their current clients and then harness their global experience, to the way they work and their suite of media tools to deliver an integrated, multi disciplinary, channel solutions to their clients.