PITCH JUNE-JULY 2014 by Adsert Web Solutions

The Face of Marketing

Volume XI | Issue 6 | June-July 2014

` 75

abpananda.in PRESENTS

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| June 2014 Pitch | June-July Pitch 2014

INSIDE

COVER STORY

Pitch Volume XI, Issue-6 June-July, 2014

Publisher & Editor-in-Chief Editor & Director Director President

Annurag Batra Amit Agnihotri Nawal Ahuja Sunil Kumar

EDITORIAL TEAM

Consulting Editor

Vinod Behl

Deputy Editor

Rashi Bisaria

Senior Correspondent

Gunjan Verma

Correspondents

Kanika Mehrotra Ankur Gaurav Devansh Sharma

Senior Art Director

Shamsad Shaikh

Senior Graphic Designer

Joby Mathew

Photographers

Vilas Kalgutkar (Mumbai) Suresh Gola (Noida)

AD SALES

Rajat Thareja Abdulla M Mazumder Varnikaa jain Sneha Walke

9810134435 9871609348 9769153087 9845541143

0FFICES

NEW DELHI: Shop No. 32, 33 south Ettn. Part-I, Om vihar, Uttam Nagar, New Delhi 110 059 NOIDA: B-20, I-Floor, Sector-57, Noida, Uttar Pradesh - 201301 Phone: (0120) 4007700 Mumbai: 301, Kakad Bhavan, 3rd Floor, 11th Street, Bandra (W), Mumbai - 400 050 Phone: (022) 2640 3303/09/14/16 Bengaluru: Flat No. 1,062, 1st Floor, 2nd Cross, 6th Main Road, HAL 2nd Stage, Indira Nagar, Bengaluru - 560 038

THE SOCIAL CONTRIBUTORS

Lifebuoy brings about social and behavioral change P&G Shiksha gives an impetus to education Sarvajal Makes Clean Water Affordable Satyamev Jayate: Changing mindsets to change the nation Tata Tea urges people to “wake up”

CIRCULATION/DISTRIBUTION

Vinod Sharma (Delhi) - 9999447209 vinod@exchange4media.com Anandan Nair (Mumbai) - 9819445200 anair@exchange4media.com On News-stands ` 75 www.pitchonnet.com Printed and published by Annurag Batra on behalf of Adsert Web Solutions Pvt Ltd B-20, I-Floor, Sector-57, Noida, Uttar Pradesh - 201301 Printed at All Time Offset Printers, E-53, Sector-7 Noida, Uttar Pradesh - 201301 An exchange4media Publication

THE INNOVATORS

Levis: Making Jeans With Garbage Tata Sky Innovates consistently to become a leader in the industry Ola Cabs makes use of the business model of aggregation Fogg: Innovation In A Cluttered Market Paper Boat takes the consumer down memory lane Pitch | June-July 2014

THE TECHNOCATS

Facebook: Making the world more connected and open OLX sells an idea Google: Improving Lives through technology Innovation in technology keeps Samsung ahead Exploring LED Lighting with Philips

THE IMPACTFUL DEBUTS

Ford Ecosport makes the right buzz How AAP impacted the psyche of the nation Tata Starbucks The third place between work and home Colossal Kajal creates Colossal Magic Comic Relief by Kapil

THE MASTER CONNECTORS

NaMo - Forging a charismatic connect Chota Bheem: Fictional boy who became a family member Fastrack: Connecting with the youth in a language they know Issue-based advertising helped connect Idea with consumers Micromax connects with the masses

THE NEWS MAKERS

Twitter: Helping India express itself Samsung: In the news for all the right reasons How Flipkart rewrote the Indian e-commerce story Google makes news Tanishq makes it to the headlines with its path-breaking commercial

THE EVERGREENS

Old Monk: Ever strong and ever green How Maruti Suzuki became a way of life in India How Amul became the taste of India Cadbury: Evoking sweet Memories LIC retains its foothold amid a crowd of private players

THE GLOBETROTTERS

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Kingfisher’s flight across the globe Infosys Conquering the World Bollywood’s global glitter Indian Manager goes global Tata’s global footprint

THE RESURGENTS

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Bata gets a new lease of Life Voltas remains resilient during tough times Royal Enfield: ‘Made like a gun, goes like a Bullet’ Kashmir’s glow as a tourist destination remains untarnished Old Spice redefines masculinity

BOTTOM OF THE PYRAMID

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Vi-John’s pricing strategy has made it a favourite with the masses Hero Cycle: Riding through the ups and downs of the journey Parle G brings back “pehle waali baat” for the masses Bandhan Providing banking services for the marginalised How Lifebuoy won over the consumer at the bottom of the pyramid COLUMN : Annurag Batra

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he list of Pitch Top 50 Brands acknowledges brands in 10 categories. Each year itâ&#x20AC;&#x2122;s an exciting time for the brands as the time to unveil the list draws near. This year was no different. A jury of eminent experts met to decide who would be on the coveted list this year. Social Commentator and Columnist Santosh Desai who is also the Chairman and CEO of Future Brands headed the jury. After long discussions, the jury came up with the 50 names. The following pages will reveal why and how these brands featured on the list, and what they did right.

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JURY JURY CHAIRPERSON

Santosh Desai

MD & CEO Future Brands

Jaydeep Mukherjee

Associate Professor, Marketing, MDI Chairperson â&#x20AC;&#x201C; Marketing Area

Shefali Chhachhi

Independent Business Development Professional

Chintamani Rao

Strategic Marketing and Media Advisor(Independent Consultant)

Moneka Khurana Consultant and a trainer in the digital space

Vibhuti Channa

MD, Advent Brand House

Hamsini Shivakumar

Owner, Leapfrog Strategy Consulting

Rahul Saighal

Former Group CMO, Samsung India

Vineet Trakroo

CEO at Evolution Strategy Advisors

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The Social Contributors Pitch | June-July 2014

the social contributors

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Lifebuoy brings about social and behavioral change The 117 year old brand came up with the most cost-effective and scalable solution to prevent the spread of deadly infections. It tried to change the hand washing behaviour of Indian masses. To amplify the message to the largest possible audience, Lifebuoy chose the Mahakumbh mela

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the social contributors

The brand’s report card since 2010 shows they have reached out to more than 58 million lives in India

ifebuoy, a 117 year old brand which has become synonymous with hygiene, has been known to fight water-borne diseases. It is a startling fact that more than two million children across the world lose their lives to diarrhea every year. It is even more alarming, that a major contributor to this number is India. Lifebuoy their social interest and their business model into one, capturing a leading market share in the country. Washing hands with soap on key occasions during the day has proved to be the most cost-effective and scalable solution to prevent the spread of deadly infections likes pneumonia and diarrhea. With this in mind, Lifebuoy aims to change the hand washing behaviour of one billion people by 2015. The brand’s report card since 2010 shows that they have reached out to more than 58 million lives in India. Their ‘Help A Child Reach 5’ campaign which started in 2013, has been remarkably successful as far as its impact is concerned. Washing hands with soap on key occasions during the day has been proven to be the most cost-effective and scalable solution to prevent the spread of deadly infections likes pneumonia and diarrhea.

To amplify the message to the largest possible audience, Lifebuoy chose the Mahakumbh that happened in Allahabad in 2013 where 2.5 million ‘rotis’ with the message saying, “Lifebuoy se hath dhoya kya”, were distributed throughout the period of Mahakumbh. It reached out to at least 5 million visitors at the world’s largest gathering. Lifebuoy aims to change the hand washing behaviour of one billion people by 2015. The brand’s report card since 2010 shows that they have reached out to more than 58 million lives in India. Lifebuoy’s contribution goes back to the last decade when Lifebuoy’s Swasthya Chetna became the single largest rural health and hygiene educational programme ever undertaken in India. This was a five year long programme that started in 2002 and was an effort to encourage social contributions by corporate in India. Indian Postal Department released a special Lifebuoy Swasthya Chetna postal cover as a step to recognize an initiative like this.

Global Handwashing Day was announced in the year 2008 and since then the world celebrates the day every year on October 15, with Lifebuoy as a founding partner. In 2013, 53 countries celebrated Global Handwashing Day. According to HUL, LSC was not a philanthropic activity, but a marketing programme with a social benefit. HUL sought to grow the Lifebuoy brand in India by attracting those consumers who never used soap. In the process, the company sought to bring about a behavioral change by convincing people to use soaps more frequently, thus creating more users for its brand. Though, these initiatives have profitability at the core of its objectives, Lifebuoy has merged business and social issues together for the common good of the company as well as its consumers.  Pitch | June-July 2014

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the social contributors

P&G Shiksha gives an impetus to education Touching and improving the lives of consumers now and in the future, is the overarching goal of P&G Shiksha

ith a belief that the secret to a brighter India lies in the quality of education of children, Procter & Gamble India, a Fast Moving Consumer Goods (FMCG) giant, came up with a CSR programme P&G Shiksha in 2004. The initiative aims at providing education to underprivileged children, promoting their Right to Education. Within a span of nine years, P&G Shiksha had built and supported 220 schools enabling more than 4 lakh children to access education, till 2013. With the programme drive in 2014 the brand has built and supported 330 schools till date which is likely to impact around 6 lakh underprivileged children. The programme provides an opportunity to learn to every child, including girl children and also serves the educational needs of

differently-abled children. It not only empowers underprivileged children with education but also gives them a tremendous sense of security. Even though India has a literacy rate of more than 70 per cent, 42 per cent rural areas in India, still do not have access to primary schools, 20 per cent primary schools do not have clean drinking water. P&G Shiksha helps build and reactivate schools each time a consumer buys a P&G product, thereby allowing

With the programme drive in 2014 the brand has built and supported 330 schools till date which is likely to impact around 6 lakh underprivileged children

the consumers to be a direct part of the initiative. Each year the programme contributes a part of the sales proceeds to this cause via its NGO partners, Save the Children India, Round Table India, Child Rights & You, Army and Navy Wives Welfare Association, thus empowering consumers to lead a social change. Its latest edition of â&#x20AC;&#x153;Padhega India tabhi to badhega Indiaâ&#x20AC;?; aims to provide quality education to even the most remote villages in our country and strives to change the life of each and every child in India. One of the latest television commercials launched under this programme depicts that the willingness to learn, among the under-privileged kids, remains undeterred despite various odds. To promote the cause, P&G has been following an integrated marketing Pitch | June-July 2014

Since its inception, P&G Shiksha has made a cumulative contribution of over Rs 28 Crore towards this cause communication programme leveraging different media vehicles. As a part of its PR campaigns, the brand roped in popular Indian film personalities including Soha Ali Khan, Kalki Koechlin and Arjun Kapoor to engage with the kids and motivate them to focus on schooling for a better future. Since its inception, P&G Shiksha has made a cumulative donation of over Rs 28 Crore towards this cause, providing critical infrastructural amenities at existing schools or reviving nonoperational government schools.ď Ž Pitch | June-July 2014

the social contributors

Sarvajal Makes Clean Water Affordable Founded in 2008, Sarvajal developed a market based model for providing clean drinking water to the last mile

upplying clean drinking water to the masses can be a challenge in India but Piramal Group decided to take up the challenge. Piramal Foundationâ&#x20AC;&#x2122;s Sarvajal project supplies drinking water in an innovative manner through water dispensing kiosks in 154 cities, towns and villages in India. Its an initiative touted to be capable of far reaching ramifications like good health for the low income strata of society. In India 60 - 80 per cent of diseases are water borne and unsafe drinking water is the primary cause for it. Clean water is a luxury and one in every eight people across the globe lacks access to safe drinking water. Sarvajalâ&#x20AC;&#x2122;s report card suggests they have served more than 8.8 billion liters of clean drinking water to

people in India. Now almost 100,000 people have access to safe drinking water at a minimal price through this project. In the sub-urban areas and slums of Delhi, water supply is a huge problem. The Delhi Jal Board sends tankers once or twice a day with some households depending entirely on these tankers for their water supply. These areas have no water pipelines and groundwater is not fit for

In India 60 - 80 per cent of diseases are water borne and unsafe drinking water is the primary cause for it

drinking. In case the tankers do not arrive, thousands who are dependent risk their health and lives by fetching water unfit for drinking for their requirements. Sarvajal has clearly become the best possible option for these areas where the locals can buy water at 15 paise per litre from the Water ATMs established by the Piramal Group. A water purification and treatment plant in the locality services the ATMs. A Sarvajal Card is needed to operate the ATMs. Sarvajal, which operates in 7 Indian states has become a boon to the under privileged section of the society. At present the plant can purify 1000 liters of water per hour and can run 24/7. However the need for safe drinking water is much more than this and there is also a section of people Pitch | June-July 2014

who cannot afford water even at this rate. Looking at the effectiveness of Sarvajal, Delhi’s authorities have cleared proposals to set up water ATMs in ten more resettlement colonies of Delhi. Besides this, buying Sarvajal’s franchise involves low upfront investment and in future can also create jobs for local entrepreneurs in these areas. Piramal’s initiative is also unique as far as the use of technology is concerned. These ATMs are solarpowered, equipped with remotesensors, and are also cloud-serviced. Each ATM unit has a solar panel which charges the battery fitted inside. The Sarvajal card has data about the amount loaded on the card. As the user places the card on the sensor, the SIM card fitted inside sends a message Pitch | June-July 2014

Sarvajal has become the best possible option for sub-urban areas where the locals can buy water at 15 paise per litre from the Water ATMs

to the server, and the available balance is flashed on the display panel. The user can then press the button, and the water starts flowing. The same button has to be pressed again to stop the water from flowing. The balance is deducted from the card depending on the amount of water collected. A study of monthly expenditure of people living in the resettlement colonies suggests that each family spends 12-16 per cent of their income on health issues, half of which is because of unsafe drinking water. Sarvajal is penetrating deeper into these states and with the support of local authorities and NGOs the brand Sarvajal will certainly live up to the meaning of its name providing safe drinking water to all. 

the social contributors

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Changing mindsets to change the nation An Indian television talk show that chose to discuss hair-raising issues and highlighted solutions. With the credibility and star value of Aamir Khan behind it, the show became a huge hit with Indian audiences

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the social contributors

Satyamev Jayateâ&#x20AC;&#x2122;s success can be attributed to the sensitivity with which it tackled key social issues

hen the nation was willing to work towards building a better society, a TV show raised eyebrows as well as the voice of India. Satyamev Jayate did everything right. Hosted by the most credible film personality, Aamir Khan, this show genuinely showed concern in bringing about change in the society. Issues that were till now brushed under the carpet were brought out into the open and discussed with the nation at large. The reason this show made an impact was that people joined in the force to file petitions against various causes taking up cudgels against the system. It educated the audience and interactions with genuine victims helped the show gain credibility. There have been about 56,871,777 actions taken and about 31,940,607 votes have been caste. Uday Shankar, CEO of STAR India, urged Aamir Khan to venture into television. Khan, however, was hesitant at first but agreed finally and the perfectionist that he is, worked upon the concept of the show for two years. Satyamev Jayate was the first show on Indian television which aired simultaneously on a private channel network STAR and a national broadcaster Doordarshan. The show was dubbed in

several languages including three southern Indian languages viz., Malayalam, Tamil and Telugu, along with Bengali and Marathi. Star Plus organized a special screening of the first episode of the show in some villages in Gujarat, Maharashtra and Uttar Pradesh where the villagers do not have access to television. The initiative was said to have been taken to ensure Satyamev Jayate reached all over the

country as it catered to heart wrenching issues of the common people of the country. Aamir Khan and Star India CEO Uday Shankar were honoured by the National Commission for Scheduled Castes (NCSC) for creating awareness against social discrimination through their issuebased reality show . The commission applauded their contribution in highlighting the malaise of untouchability. It also bagged the prestigious CNN-IBN Indian of The Year - Special Achievement Award 2012 for its path breaking initiative and has hence made it to the Pitch Top 50 brands list both last year and this year. ď Ž Pitch | June-July 2014

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the social contributors

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Tata Tea urges people to “wake up” As Tata Tea’s ‘jaago re’ campaign served as a wake-up call to Indians, the campaign became a catalyst for social change. It came at the right time to introduce optimism and hope among Indians

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the social contributors

The brand has been a promoter of social awakening and urges people to wake up and act

ata Tea’s “Jaago Re” campaign served as a wakeup call to Indian citizens time and again. Tata Tea had hit the bull’s eye by combining a social message with the campaign, urging people to wake up to the different realities of life. It redefined tea from being just a wake-up drink to become a medium of social awakening. Tata Tea began its journey more than 25 years ago, when the packaged tea market was dominated by one large player with over 70 per cent market share. At this juncture Tata Tea viewed this as an opportunity and entered the market place. The brand has been a promoter of social awakening and action – from encouraging young people to vote, to inviting consumers to pledge against

bribery to making a ‘Badey Badlav Ki Choti Shuruaat’ by putting women first. The latest Jaago re campaign was unveiled as a part of the relaunch of ‘Tata Tea Gold’ and was called “Power of 49”. Women constitute 49 per cent of the voter base in India but often do not get their due as they are not yet seen as a determining factor in elections. The objective of this campaign was to awaken women to this ‘Power of 49’ and encourage women to exercise their right to vote at the next general elections. Tata Tea’s #Tweet4change Twitter

campaign helped in mobilizing the youth towards being the change and also increased visibility for the long term goals of the Jaago Re campaign. The Jaago Re website serves as a platform where one can get involved, empowered and also participate actively. By involving the community in its efforts, Tata Tea has certainly embarked on a ‘Badey badlav ki choti shuruaat’! With more than 6 lakh registered users on Jaagore.com and more than 1.1 million followers on its facebook page, the brand today enjoys not only the loyalty of its consumers but also a legendary status in their hearts. Any social campaign by any FMCG brand has never been as big as Jaago Re. The campaign has also increased the brand recall resulting in a growing market share for it.  Pitch | June-July 2014

The

Innovators

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THE INNOVATORS

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Making Jeans With Garbage

Leviâ&#x20AC;&#x2122;s made it fashionable to wear jeans made of recycled material. The 140 year old brand proved that out-of-the-box thinking could lead to useful innovation

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THE50 INNOVATORS TOP BRANS

How Levi’s used plastic bottles and food trays to create recycled jeans

he 140 year old denim brand Levis proved that innovation is not restricted to gadgets and electronic devices. Fashion and innovation can co-exist and the recent Levi’s Waste < Less program that was launched in 2013 used 20 per cent recycled materials. The brand is using eight 12 to 20 ounce plastic bottles in each of the garment produced. The innovation is called Wellthread which is designed to recycle old material into new clothing as a part of a sustainable plan to produce cheaper clothes. “These jeans are made out of garbage”, is the tagline on each of the garments produced with recycled materials. Levi’s realized plastic water bottles were a huge problem and globally 29 litres of water was

consumed per person per year. The amount of recycling done was minimal and most of it caused environmental pollution. Levi’s designed new fiber spinning techniques to recycle waste and make it into a fiber. Plastic bottles and food trays were collected from municipal sites, cleaned, sorted, crushed into flakes and made into a polyester fibre. This was blended with cotton fibre, which was finally woven with traditional cotton yarn to create the denim. The look and feel seems no different to

traditional denim, except for the colour of the insides, which varies according to the hue of the plastic used in the weave: brown, green or clear. Levi’s has reused more than 3.6 million plastic bottles and around 300,000 Waste<Less jeans were produced for the spring 2013 collection. Updated figures suggest the brand has produced more than 10 per cent of their clothing using sustainable techniques. The trend has reflected in sales and the net income for the first nine months of 2013 improved by 135 per cent compared to 2012. Brand Levi’s has been leading the industry in terms of fashion, designs and now also their approach to recreate waste and make it a part of a profitable output at a lower price. It’s an effective innovation in emerging economies like that of India.  Pitch | June-July 2014

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Tata Sky Innovates consistently to become a leader in the industry Innovative products and equally innovative marketing campaigns have led Tata Sky to race ahead of competition. With many firsts to its credit, the brand has become the largest innovator in this space

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THE INNOVATORS

Tata Sky was the first DTH Company to launch interactive services customized for the Indian market

he story of Indian Direct to Home (DTH) services began in October 2003, and over a decade later, the subscriber base of DTH has crossed the benchmark of 37 Million and claims a share of 27 per cent in television households. Tata Sky, a joint venture between Tata Sons and Star India, launched its services in the DTH domain in the year 2006. Tata Sky was the first DTH Company to launch interactive services customized for the Indian market, like education services for the young, hi-end games across specialized genres, cooking recipeson-demand, 24x7 live broadcast of popular temples on TV and English speaking lessons for housewives. With the launch of Tata Sky+, the brand became pioneer in offering

the innovative Personal Video Recorder (PVR) technology for the first time in the Indian subcontinent, with unique features such as Pause, Record & Rewind Live TV. Tata Sky also launched its Video on Demand service - a combination of Catch Up TV and VoD (video on Demand) Library of Movies and TV concerts for subscribers for easy download. The brand has been the

Tata Sky launched ‘Mobile TV which enabled its subscribers to use television facilities on their mobile phone

first to introduce HD box segment having captured a dominant market share in the category. The brand has launched several advertising campaigns to support its product. In order to educate its consumers about DTH services in India, company used 360° approach of advertising campaign. Its popular campaign 8pm Traffic V/s 8pm Match won a silver trophy at Yahoo Big Idea Chair Awards, for the best use of Mobile advertising in December 2013. Increasing popularity of smartphones and consumption of video content indicated a huge potential of digital. Riding on this growing demand of smart-phones, Tata Sky launched ‘Mobile TV which enabled its subscribers to use television facilities on their mobile phone and Pitch | June-July 2014

the offering is being promoted as being akin to carrying a TV in your pocket. In one of the TVCs launched under its campaign, a man goes to lodge a complaint in the police station for being pick-pocketed. While writing down the list of lost articles, he mentions keys, money and a TV! Tata Sky pioneered a communication platform for marketers and advertisers with Channel 100 - A default platform, which is viewed by every subscriber as soon as the set top box is put on. Here Tata Sky and brands get space and time to talk to the relevant audience, something they couldn’t do easily on other channels. Pitch | June-July 2014

Everywhere TV’, to the latest ‘Phone Ghumao’ campaign emphasizing reach in remote regions of the country, all of these leave a lasting impression in our minds

Each of these innovations has been communicated with equally novel and interesting ad campaigns. Right from the crackling ads of Amir Khan and Gul Panag announcing the PVR technology to Tulip Joshi introducing ‘Everywhere TV’, to the latest ‘Phone Ghumao’ campaign emphasizing reach in remote regions of the country, all of these leave a lasting impression in our minds. Tata Sky has established itself as a leader by becoming the fastest growing premium pay TV platform in India. The company has a presence in over 36,000 towns with over 13.5 million connections.

THE INNOVATORS

Ola Cabs makes use of the business model of aggregation How Ola Cabs changed the way people booked their cabs and encouraged the model of aggregation

ith over 9,500 cabs across the seven cities, Ola Cabs has a fairly large network of cabs. But what sets this cab service apart from several others is the business model of aggregation it has followed. Unlike other car services, they do not own a single cab but tries to utilize the inventory of the existing cabs better in cities they are already present in. It caters to the growing demand for the need of commuting without adding more cars to the eco-system. They believe that adding taxis to the eco system doesnâ&#x20AC;&#x2122;t solve commuting issues, instead adds to the traffic woes. Ola is the pioneer of the aggregation model and helps drivers/ vendors by providing them with sufficient business thus enabling them to pay their EMIs on time.

Ola has also changed the way people book their cabs. The unique customer mobile app which is the first of its kind in the whole of South Asia helps customers book a cab with just one touch. The home page displays two options of booking a cab i.e., Ride Now and Ride Later. This app also allows customers to view the nearest cab along with the expected time of arrival of the cab to reach the desired location. Once the cab is booked an

Ola Cabs does not own a single cab but tries to utilize the inventory of the existing cabs better in cities they are already present in

immediate confirmation is sent to the customer and details of the make and build of the car along with driver details are also sent as an sms to the customer. At the backend, Olaâ&#x20AC;&#x2122;s support system tracks the cab and ensures every cab reaches on time to the pickup location. Each driver is provided with an android device through which he receives bookings and through the GPS he is guided to go to the desired location. The customer is also notified to board the cab through an sms when the cab has arrived. At the end of the journey another sms is sent about the amount payable and an invoice is emailed to the id of the customer making the billing process transparent. Ola is in fact the pioneer in e-invoicing too. Customers have the option of paying by cash or Ola Pitch | June-July 2014

money. Customers who do not own a smart phone can also track their cabs by giving a simple missed call through which they receive an sms about their whereabouts. Ola believes in fostering and cultivating a rich entrepreneurial culture among drivers in the cities it operates in. Through its tie-ups with car manufacturers, drivers are provided with an opportunity to buy cars at subsidized rates. Also, NBFCs provide loans at low down payments. In Pune, a one day driver mela which was organized recently saw a turn out of over 500 drivers and around 43 cars were booked on the spot where Mahindra & Mahindra cars were provided at a discount of Rs 60,000 at market price. Drivers who wanted to be a part of the Ola platform were given loans at a down Pitch | June-July 2014

payment of Rs 39,900. Ola believes in City centric campaigns which give great value to citizens. On days when autos were on strike, Ola has provided its cabs at auto fares in 2012 and 2013 in Delhi, Mumbai and Bangalore. In February this year, Ola launched a category named Ola mini which offered its cabs at auto fares. This category was introduced with the intent to solve everyday commute problems.

In February this year, Ola launched a category named Ola mini which offered its cabs at auto fares

For a campaign on Independence day in Mumbai, one could travel free of cost. There was a donation box placed in all the cabs and the proceeds of this went to Magicbus which is an NGO working for marginalized children and youth. A similar campaign was held during the launch in Chennai and the proceeds of this were given to Mafoi foundation that works for the holistic development of communities. “Ola connects” campaign which was launched on Valentine ’s Day allowed the winner to surprise his loved one by giving him a chance to fly and meet his Valentine. During Diwali too, they came up with a similar campaign where consumers were given a chance surprise their loved ones.

THE INNOVATORS

Innovation In A Cluttered Market Fogg could find acceptance in a crowded market due to its positioning as a cost effective brand

hen Darshan Patel, the promoter of Vini Cosmetics and an expert in the personal care category studied the Indian deodorant market, he found there was space for a product like Fogg. They found a need for a product which had no waste when used. In a market that was cluttered with products, what worked for Fogg was its differentiated offering. Since its launch in 2011, Fogg has emerged as a strong contender giving stiff competition to giants like HUL. Industry estimates put Fogg’s all-

India value share at around 11.9 per cent for both men and women. Fogg, entered the Indian deodorant market, which is pegged at around Rs 2000 Crore, in December 2011. Following the unconventional

Fogg has emerged as a strong contender giving stiff competition to giants like HUL. Industry estimates put Fogg’s all-India value share at around 11.9 per cent for both men and women

marketing strategies and use of effective brand communication, has made Fogg one of the best examples in marketing innovation. Unlike most payers the product tapped into the consumer’s psyche and highlighted the value for money proposition in its campaigns. The brand has been promoted as ‘Bina gas wala body spray’ and promises to deliver at least 800 sprays from a 100 ml bottle. When majority of the brands talked about fragrance and enticing the fairer sex, Fogg introduced the concept of cost effectiveness in the Pitch | June-July 2014

market. Market experts have noted that consumers have been reaching out for Fogg over other players. Fogg was positioned as a product high on fragrance with no gas and which gave value for money. Fogg, a young player in the market has managed to challenge the leadership of Hindustan Unileverâ&#x20AC;&#x2122;s

Market experts have noted that consumers have been reaching out for Fogg over other players. Fogg was positioned as a product high on fragrance with no gas and which gave value for money Pitch | June-July 2014

Axe, which has been present in this market since the late 90s. According to Nielsen, in October 2013, Fogg claimed an all-India value share of around 13% while the share of Axe, which was the market leader till then had been reduced to almost half from around 18-19 per cent to 8-9 per cent. Fogg is a home grown brand from the house of Vini Cosmetics, founded by Darshan Patel, a known name in the Industry, popular for identifying and creating niche markets. Patel an industry veteran, has more than 25 years of experience and has spearheaded the launch of successful brands including Set Wet Zatak, Moov, Dâ&#x20AC;&#x2122;Cold, Livon, among others.ď Ž

THE INNOVATORS

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Paper Boat takes the consumer down memory lane Paper Boat strirred the beverage market by being positioned as the traditional Indian functional brand. Capable of evoking childhood memories, the brand leverages nostalgia to attract attention

Pitch | June-July 2014

THE INNOVATORS

How uniquely Indian flavours and innovative packaging made Paper Boat stand apart from the crowd

t’s a case of a group of Indian entrepreneurs taking on large multinationals on the strength of their innovation and conviction. Hector Beverages was launched by 4 entrepreneurs, three of whom are former Coca Cola employees. The makers of the energy drink Tzinga, launched their new drinks brand Paper Boat earlier this year. While Tzinga challenged the monopoly of Red Bull in the market, Paper Boat has been positioned as the traditional Indian functional beverage brand. The success of Indian energy drink Tzinga, pushed the trio into entering the beverage segment. Paper Boat, with its Indian flavours like Jamun Kala Khatta, gol gappe, kokum and innovative packaging has got noticed in the clutter. The tagline reads, “drinks and memories” and the aim is to take the consumer down the memory lane. Paper Boat is not just eye catching but also environment friendly and has quickly earned the tag of an innovator. Paper Boat entered the market silently with a simple approach of turning consumers into brand advocates. One look at the website of the brand reveals that Paper Boat wants people to taste memories.

While talking about a particular flavor, the website also describes the functional benefits of the drink. The brand started with 2 flavours and now has seven. With flavours like “Golgappe ka paani” the brand has shown that it is truly innovative. There is a conscious effort to associate childhood memories with the flavours. The website even teaches people how to make a real paper boat, a fun childhood activity. Hector Beverages has connected this activity to a social cause where each paper boat made by consumers could add Rs 20 to support

Paper Boat is not just eye catching but also environment friendly and has quickly earned the tag of an innovator

an under-privileged child’s education if the picture was clicked and posted on Facebook and Twitter. The entrepreneurs are using interesting channels of distribution. They have entered into a partnership with Indigo Airlines to distribute the PaperBoat brand on the airline. The team has conducted a thorough R&D and tested product trials over many months before formally launching the product. The non-alcoholic beverage market in India is supposed to reach Rs 11000 crore mark by 2015 according to figures released by industry body ASSOCHAM. Paper Boat is poised to play an integral role in this growth.  Pitch | June-July 2014

The

TechnoCats

Pitch | June-July 2014

THE technocats

Pitch | June-July 2014

Making the world more connected and open Behind the phenomenal success of Facebook is technology that has helped this social media platform scale and grow. It is now being used for both personal and business reasons

Pitch | June-July 2014

THE TEcHnocaTs

Today, Facebook has become a great advertising, business, communication and marketing platform

he internet not only connects us to our friends, families and communities, it is also the foundation of a global knowledge economy. Today, we have more than 100 million people who access Facebook actively in India each month. We’ve only just begun. Facebook’s mission is to give people the power to share, and to make the world more open and connected.” These were the words of Kevin D’Souza, Head of Growth and Mobile Partnerships, Facebook India on the occasion when Facebook crossed the 100 million user mark in India. Behind this phenomenal success of the social media platform is technology that has helped it scale and grow. Unlike Google, Microsoft or Apple, Facebook has no native software platform or hardware business. Facebook relies on a number of open source projects that form

its technological base. It has made networking via a social media site seem like a cakewalk simply because of its nimble and adaptable technology. Facebook is now being used both for personal and business reasons. In the 21st century, millions are using it for several reasons. It has become a great advertising, business, communication and marketing platform. Facebook has become a way for Android and IOS developers to grow their Apps through Mobile Ads.

Unlike Google, Microsoft or Apple, Facebook has no native software platform. Facebook relies on a number of open source projects that form its technological base

Facebook has helped design, launch and monitor the mobile app ad campaign within its App dashboard. Facebook can also be used to build cross-platform social apps and games. Its helping businesses grow their audience and engagement. Facebook is helping people get connected to the right audience. Facebook’s online advertising reaches 91 per cent people With a vision to help businesses thrive in this era of communication, Facebook launched Facebook for business, a centralised destination for information for all those marketers who wish to use Facebook to grow their business. Businesses are now using Facebook as a primary platform to launch new products, drive awareness and amplify sales. The brand has made it possible for people to connect with others for personal and business reasons in the easiest possible manner through its Pitch | June-July 2014

agile interface. Its technology has made conversation seem seamless and free-flowing keeping users engaged for hours on end. Its advanced tools and technology have redefined the way people connect in the 21st century. Facebook’s adaptability is evident as it has switched to being a mobile-first company. Zuckerberg’s efforts are directed at strengthening Facebook’s presence on mobile. At a meeting in 2012, Zuckerberg declared that the company would be “mobile-first”. Improving the Facebook experience across all mobile device types has become a major focus for the company and it is spending time to analyse consumer behaviour on smartphones to be able to leverage Facebook on mobile. In

Pitch | June-July 2014

Facebook bought Instagram, the photo-sharing App for US $ 1 billion in April 2012. Fifty seven per cent of Instagram users visit Facebook on a daily basis

a little over two years Facebook has used its mobile strategy to become a real mobile-first organisation. The biggest challenge for the company is to keep growing. The younger generation is actively looking out for alternative means of communicating online. The company is treading carefully in its bid to scale up. It bought Instagram, the photosharing App for US $ 1 billion in April 2012. Fifty seven per cent of Instagram users visit Facebook on a daily basis. With 170 million new users having joined the platform over the last year, Facebook is in a comfortable space but constant innovations and developments in the digital world, the company cannot afford to become complacent. 

THE TEcHnocaTs

OLX sells an idea The brand has not just leveraged digital technology to create a whole new C2C market, but has also exploited it to establish a deeper connect with the consumers

lassifieds in India were not new when OLX ventured into the Indian market, they were already present offline. Most of the classifieds were vertical players and the classified ads included jobs, matrimonial, real estate and so on. Today OLX has emerged as a brand out of a category which Indians thought would never happen. The consumer to consumer (C2C) market never existed in India. Publishing a traditional classified ad in a newspaper is similar in many ways to publishing an ad on OLX but what makes it different from newspaper classifieds is the freedom to publish your own ad without paying anything for it. Besides, the web has surpassed the geographical boundaries making the content available to a bigger audience in less time. The user friendly website allows the consumers to browse the desired products without much effort. Among all the platforms including the Website, mobile site and the Android and iOS apps, OLX offers the same consumer

experience. Around 70 per cent of OLX’s traffic is generated from mobile and its Mobile App traffic registered a growth of phenomenal in 2013. The App is quite popular and has crossed 12.5 million downloads across all platforms in India. ‘Ghar baithe Kamao’ ‘Extra Samaan matlab extra Paisa’ are some of the popular campaigns. Today ‘OLX pe bech de’ has become synonymous to selling. Being a pioneer has given an edge to the brand over others. OLX’s latest advertising campaign, “Womaniya”, celebrates the exuberance, individuality, and the confidence of the women of today, highlighting their independence, and freedom to express themselves. The Ad uses the tagline ‘Ab Phone Ko Banao SELLphone’ – that highlights another area of strength for the brand, in the mobile classified segment. The two month old TVC has more than one lakh views on YouTube. The brand has not just leveraged digital technology to create a whole

new C2C market, but has also exploited it to establish a deeper connect with the consumers. OLX continues to engage consumers on social media and has around 4900K fans on facebook and 14.3K followers on Twitter. In 2013 OLX came up with a digital campaign exclusively on YouTube. The campaign intended to enrich the understanding of users on posting ads on OLX. The initial years were spent in strengthening the user platform. Subsequently, OLX used local advertising through radio and local media to spread the word. But once the first television commercial was launched, the startup has never had to look back. With a rise in personal incomes and changes in shopping styles and consumer behavior, OLX is seeing greater acceptance among the masses. It has used technology to make the unorganized sector organized, for both the seller and the buyer.  Pitch | June-July 2014

Pitch | June-July 2014

THE TEcHnocaTs

Improving Lives through technology At Google, the overall focus is on solving complex technology challenges to help people lead more comfortable lives

oogle, the search engine of choice for millions around the world is much more than a search engine. It has been building on its offerings as a media and technology giant. At Google, the overall focus is on solving complex technology challenges. It presents a very simple, intuitive beautiful experience to users through the services, which can be used by users of all age groups. For example, Google Hangouts on Air , made it possible for citizens all over India to engage with their political leaders in a very easy manner without having to worry about the technology involved. Another example here is of the “candidate look up tool” by pin code. This was not possible before as the information was scattered all

over the web and it was not available to citizens in an easy- to- consume manner. Youtube has itself become a very powerful medium for everyone. It is one of the easiest ways by which one can not only sample a variety of videos but can also publish one’s own videos. Talented groups and individuals like TheViral Fever or All India Bakchod popularly known as AIB have become extremely popular and successful by using YouTube. The

Google Hangouts on Air , made it possible for citizens all over India to engage with their political leaders

best part about Youtube is that there are no middle men, no producers, it’s just content placed in front of a global audience. The technology behind the YouTube platform is complex but it’s not in the picture. Ensuring that users enjoy their favorite content across devices is a hard problem to solve, and becomes even more challenging when the user experience is defined by the kind of connectivity they have. Today over 30 per cent of YouTube traffic in India comes from mobile devices and users continue to enjoy the same experience as they would do on their mobile. Google search, which is the most popular offering from Google is constantly evolving with Google making on an average, 500 changes to search in a year. Hence, it keeps

Pitch | June-July 2014

getting better and better at providing users answers they are looking for. Google Now, is a result of extensive technology at the backend, but the experience of Google Now is like a personal assistant, who is constantly working to help you stay ahead and on

top of your daily activities. Another big example of how technology is at the heart of what Google does is the work it is doing with ASI in India to bring 100 national monuments and UNESCO sites online by using the Google trekker, based on street view

Over 30 per cent of YouTube traffic in India comes from mobile devices and users continue to enjoy the same experience as they would do on their mobile technology. One can now get a 360 degrees panoramic view of historical monuments like the Red Fort, The Taj Mahal, Qutub Minar etc. These are just some of the technologies Google is using to improve the lives of users in India. It is making long term bets on new technology to bring services that users will truly love and help them to improve their lives. The magic has only just begun. ď Ž

Pitch | June-July 2014

THE TEcHnocaTs

Innovation in technology keeps Samsung ahead Taking big ideas and using them in products for end-consumers has become Samsung’s primary concern

t the 2013 international CES Keynote address, Dr Stephen Woo, President, System LSI Business, Device Solutions Division, Samsung Electronics shared the company’s vision of ‘mobilizing possibility’. He highlighted the role of components as the engine behind all innovations across the mobile phone landscape. “We believe the right component DNA drives the discovery of what’s possible,” said Woo. That’s the secret behind the rise of Samsung electronics. Offering breakthrough products at a breakneck pace is what drives this electronic giant. Taking big ideas and using them in products for end-consumers has become Samsung’s primary

concern. Samsung’s big ideas and technology have opened up new lifestyle possibilities for consumers all over the world. Samsung’s smartphone-tablet hybrid the Galaxy Note was the first of its kind. It had a large screen that came under criticism at first but was then accepted by all. Samsung came out with an updated version with an even larger screen

Samsung’s big ideas and technology have opened up new lifestyle possibilities for consumers all over the world

called the Galaxy Note 2. But what was noteworthy was that Samsung had managed to create a whole new category of smart phones. Samsung has become better and better at improving its phones through software updates. It is known to take user feedback seriously when preparing new software updates for its smart phones. In fact, Samsung’s innovation in technology is known to give workers at Apple sleepless nights. Samsung launched the Gear Fit, Gear 2 and Gear 2 Neo Smartwatches were made available along with the Samsung Galaxy S5. Samsung’s Gear Fit is the world’s first wearable device with a curved Super AMOLED touch display and earned rave reviews for the Pitch | June-July 2014

brand when it launched. The Gear Fit integrates a heart rate monitor enabling the user to track his health while managing work. Samsung Gear and compatible Galaxy Smartphones enable people to be more connected as they receive calls, emails, text messages all from their wrist. ‘Unparalleled smart freedom’ is what Samsung claims to provide to users of the wearable devices. With the Galaxy Gear 2 and the Galaxy Gear 2 Neo one can connect to a wide variety of Samsung devices. They are the first wearable devices powered by a Tizen based wearable platform. Both are to be compatible with more than a dozen Samsung Galaxy Smartphones. Among other product categories, Samsung’s HU9000 Curved TV has created a buzz since its launch. The enhanced sense of depth offers the Pitch | June-July 2014

Samsung Gear and compatible Galaxy Smartphones enable people to be more connected as they receive calls, emails, text messages all from their wrist

illusion of 3D content, providing a cinematic viewing experience. As a result of the way the screen’s gentle curvature matches the natural curvature of our eyes and vision, it is said that the picture will be sharper from corner to corner – rather than the edges being further away from your eyes than the image’s centre, as happens with normal flat TVs. The South Korean giant is currently at the top of its game but its also going through a period of transformation. From a follower of trends it is now aiming to become a trendsetter. It is urging employees to try and identify the new businesses it can take control of . It is pushing for bigger innovations in technology. 25 per cent of its work force is dedicated to research and development resulting in numerous patents throughout the year.

THE technocats

Pitch | June-July 2014

Exploring LED Lighting with Philips LED is one of the biggest changes the lighting industry has witnessed since the invention of the electric light itself. It is being used in unique ways to enhance the human experience

Pitch | June-July 2014

THE TEcHnocaTs

Besides the marketing campaigns to promote LED, one of the most innovative activities that Philips came up with was lighting up the Indian monuments

ith a view to localize LED Lighting in Indian households, Philips India, a subsidiary of Royal Philips of Netherlands, introduced LED bulbs in 2010. One of the first companies to introduce this technology, Philips invested considerably in its Research and Development (R&D). Philips Lighting had a global sales turnover of more than Rs 70,000 crores in 2012-13 and the company spends around 5 per cent of its sales in R&D. Unlike the analogue lighting technology LED bulbs are low voltage, energy efficient and have a longer life of up to 15 years. With the advent of Philips in the LED lighting market the prices have witnessed a steep fall. In the last few years the price of an LED bulb which was around six to seven times that of an equivalent CFL product has been reduced three times. Philips roped in popular Indian actors Ranbir Kapoor and Shruti Haasan and launched a comprehensive marketing campaign covering Print, Television, Outdoor and digital media. The idea of the campaign was to differentiate LED from traditional lighting and influence the buying behavior of the consumer. The

campaign revived the iconic Indian song ‘sara zamana haseenon ka deewana’ featuring Ranbir Kapoor in a suit of LED lights. Directed by Prasoon Pandey and conceptualized by Ogilvy the TVC witnessed more than 18 lakh views on Youtube. Besides the marketing campaigns to promote LED, one of the most innovative and noteworthy activities that Philips came up with was lighting up the Indian monuments. After the illumination of India Gate in Delhi, Philips lit up The Majestic ‘Gateway of India’ in the month of January this year. Philips Color Kinetics, which

is the latest advancement in LED technology, used in lighting up the monuments minimized the light spill and offered different lighting effects to the monuments. Besides, the new technology also simplified the maintenance schedule and monitored unforeseen issues like power cuts and outages. LED is one of the biggest changes the lighting industry has witnessed since the invention of the electric light itself. It is being used in unique ways to enhance the human experience. It can be used in a variety of application areas . Philips had shown the endless possibilities with lighting.  Pitch | June-July 2014

The Impactful Debuts Pitch | June-July 2014

the impactful debuts

Ford Ecosport makes the right buzz Ford was one of the first auto brands to go in exclusively for a pre-launch campaign on digital platforms

ord Ecosport made its debut in the Indian auto market last year. Despite the dismal economic conditions and the sluggish pace of the Industry, Ecosport has been the top selling compact SUV. Owing to the success of Ecosport, Ford Indiaâ&#x20AC;&#x2122;s profits went up by around 10 per cent while other auto majors except Honda witnessed a decline in their performance. Before the launch, Ford rolled out an integrated marketing communication campaign, EcoSport Urban Discovery, on the digital platform, to create the buzz about the product. The campaign was executed in two phases across 12 key cities. As

a part of the campaign, people would discover places in their respective cities and share their experiences on www.ecosportdiscoveries.co.in and other social media platforms. These discoveries were anything ranging from a picturesque location to a

Despite the dismal economic conditions and the sluggish pace of the Industry, Ecosport has been the top selling compact SUV Pitch | June-July 2014

Ford was one of the first auto brands to go for a pre launch campaign on digital platforms exclusively. Without inflated marketing spends, the desired impact during the launch was visible popular local eating joint or from a local shopping area to an old tomb in the city. The winner of the campaign stood a chance to win Ford Ecosport. The campaign received more than 8000 entries from the domestic EcoSport fans, for participation in the contest. This generated excitement and the launch was eagerly awaited by potential customers. Pitch | June-July 2014

Ford was one of the first auto brands to go for a pre launch campaign on digital platforms exclusively. Without inflated marketing spends, the desired impact during the launch was visible. Ecosport, a compact Sports Utility Vehicle (SUV), offered an alternative, and successfully bridged the gap between a big hatchback and an SUV. Ecosport bagged 6 awards at the Bloomberg TV-Autocar Awards 2014 including- Car of the Year 2013 and SUV of the Year 2013. The car received a heartwarming response from auto enthusiasts and has as many as 30 awards to its credit so far. Bookings for the car opened in June 2013 and the car had such a high demand that bookings had to be put on hold in the month of September. ď Ž

the impactful debuts

Pitch | June-July 2014

How AAP impacted the psyche of the nation AAP will always be known for its remarkable entry into a system in desperate need of an alternative form of governance

Pitch | June-July 2014

impactful the impactful debuts debuts

For the first time a civil society movement had given birth to a political organisation

aving emerged from the anti-corruption movement that began in 2011, the Aam Aadmi Party or AAP made such an impact on the common man that people from all walks of life left their professions to join them. Not many had expected the anticorruption wave to assume such gigantic proportions and have an impact on the democratic system. For the first time a civil society movement had given birth to a political organisation. Arvind Kejriwal launched the Aam Aadmi Party in November 2012 after parting ways from Anna Hazare. The party not only became a

channel to vent frustration of numerous people but also became a beacon of hope to the aam aadmi. It was an unconventional alternative to the current system that everyone seemed disappointed and disillusioned with. The Election Commission allotted the party the symbol of the broom. The broom symbolised dignity of labour and

Less than a year after forming the political party Arvind Kejriwal took oath as the Chief Minister of Delhi

for AAP it was a means to clean up the polity of the country. Less than a year after forming the political party Arvind Kejriwal took oath as the Chief Minister of Delhi in the Ramlila Grounds. People had voted for the party after recognising Kejriwal as the medium of change that the country desperately needed. One of the founding members of the AAP Yogendra Yadav attributed the meteoric rise of the party to the peopleâ&#x20AC;&#x2122;s urgent need for change. The party had an impressive performance in the Delhi Assembly elections where AAP won 29 per cent of the vote. As Chief Minister too, Kejriwal maintained his stance Pitch | June-July 2014

as an anti-corruption crusader. He announced an anti-corruption helpline to help the common man combat corruption in the capital. He tried to make every citizen of Delhi an anti-corruption inspector. By starting this Kejriwal kept true to one of the priorities listed in the party’s manifesto. The helpline received 3200 calls in the first two and a half hours of its launch. The purpose of creating this helpline was to put fear in the minds of corrupt individuals in the state. Kejriwal also managed to slash water and power prices in his short stint as Chief Minister. The AAP government in Delhi Pitch | June-July 2014

was working towards fulfilling the dream of ‘swaraj’ or self-rule. Kejriwal vowed to get the Jan Lokpal bill passed in the Delhi Assembly failing which he would offer his resignation. He stuck to his decision and resigned, leaving Delhi under the President’s rule. Arvind Kejriwal and the

An anti-corruption helpline was launched. The helpline received 3200 calls in the first two and a half hours of its launch

Aam Aadmi Party entered the political system to change the system ridding it of the malaise of corruption. AAP has shown the nation what protest politics is all about. It was due to Arvind Kejriwal’s brand of alternative politics that he made it to the list of Time Most Influential People of 2013. Of the 440 seats it contested in the Lok Sabha elections, the party won only 4, in Punjab. Of late, it is going through a difficult phase but it will always be known for its remarkable entry into a system that was in desperate need of an alternative form of governance. 

the impactful debuts

Pitch | June-July 2014

Tata Starbucks The third place between work and home Tata Starbucks launched in India amid great hype. Indiaâ&#x20AC;&#x2122;s urban elite who were serious about their coffee couldnâ&#x20AC;&#x2122;t have asked for a better coffee destination which stood for sophistication and aspiration. What is it about this premier roaster and retailer of specialty coffee that attracts coffee lovers from all over?

Pitch | June-July 2014

impactful the impactful debuts debuts

Starbucks launched amid much hype because of the aura and reputation the international coffee brand has created for itself since its inception

tarbucks Corporation, which runs the worldâ&#x20AC;&#x2122;s largest coffee chain entered the Indian market in 2012 amid great hype and in a span of around 21 months has opened 35 stores. Tata Starbucks is a joint venture between Starbucks Corporation and Tata Global Beverages that owns and operates the outlets in India. In a market already crowded with players like CafĂŠ Coffee Day, Barista and Costa Coffee, Starbucks with its premium range of coffee had a tough task ahead but its aspirational value helped attract a set of elite customers to the brand. Since its foray in the Indian market in October 2012, they have opened stores across Mumbai, Delhi NCR, Pune and Bengaluru. Starbucks

launched amid much hype because of the aura and reputation the international coffee brand has created for itself since its inception. The first outlet was located in Horniman Circle in south Mumbai. The Coffee giant is focusing on tier 1 cities like Delhi, Mumbai, Pune and Bangalore. The most recent launch was in Bengaluru where they launched two stores

The brand has positioned itself as the third place between work and home, providing opportunities to consumers to connect with others

taking the total number of stores in the city to three. In the capital, Starbucks has five stores and two stores at the New Delhi Indira Gandhi International Airport. In July 2013 the brand entered the NCR region opening a store at the Ambience Mall, Gurgaon. The brand has positioned itself as the third place between work and home, providing opportunities to consumers to connect with others. Itâ&#x20AC;&#x2122;s not just a coffee outlet but a destination in itself. To celebrate its first anniversary in India, Starbucks introduced for the first time a special India sourced coffee, aptly named India Estates Blend, as a tribute to customers, partners, coffee producers and roasters. Pitch | June-July 2014

In February 2013, Starbucks Coffee Company in a key partnership with Tata Coffee Limited, launched a roasting and packaging plant in Kushalnagar in Coorg, Karnataka. This plant enables roasting and packaging of green coffee beans

for Starbucks stores in India and is expected to provide in select markets around the globe in some time. With roasting operations in India, Starbucks may be able to provide coffee at a lower cost compared to other countries, such as Singapore

With roasting operations in India, Starbucks may be able to provide coffee at a lower cost compared to other countries and Malaysia, in South-East Asia. In India, Starbucks is also able to avoid importing beans from its other plants. India is the only country in which the company has set up such an operation. Tata has been a coffee supplier to Starbucks since 2004. Globally, Starbucks has 17,000 cafes, of which 6,000 are outside the US and spread across 50 countries. ď Ž

Pitch | June-July 2014

the impactful debuts

Pitch | June-July 2014

Colossal Kajal creates Colossal Magic Maybellineâ&#x20AC;&#x2122;s Colossal Kajal redefined and re-imagined kohl- lined eyes for the Indian woman. Its strategic pricing and convenience of use, made it a hit among the target consumers

Pitch | June-July 2014

impactful the impactful debuts debuts

Colossal Kajal came with the backing of a reliable brand name and created smudge-free bold lines that lasted upto 12 hours

ohl lined eyes have never gone out of style and keeping them in vogue are cosmetic giants which innovate consistently to attract consumers. Zany colours, smudge free effect, nourishment for the eyes are all a part of the package offered by various cosmetic brands, each claiming to be better than the other. Then came Maybellineâ&#x20AC;&#x2122;s Colossal Kajal and Indian women couldnâ&#x20AC;&#x2122;t stop raving about it. It redefined and re-imagined kohl-lined eyes for the Indian woman who needs a quick cosmetic fix, has no patience with smudges and needs the reassurance of a reliable brand name. Colossal Kajal creates smudge-free bold lines that last for up to 12 hours.

This was the product proposition that appealed to the urban woman. It also promised to soothe and nourish the eyes, once again an attractive proposition for women who were looking for a solution for tired eyes. It also boasts of a unique tip that glides

Colossal Kajal redefined and re-imagined kohl-lined eyes for the Indian woman who needs a quick cosmetic fix, has no patience with smudges and needs the reassurance of a reliable brand name

smoothly for an even application. Now who could resist all these promises in one product. Not the Indian woman, who seeks her solace in the five minutes spent in front of the mirror. Maybelline kept the Kajal priced at a humble Rs 175, reducing it later to Rs 149 making it even more appealing. The Kajal became a topic of discussion for fashion bloggers and critics alike. E-commerce sites went into a frenzy in order to make the product available to online shoppers . Colossal had competitors on the alert. The brand had managed to make the required noise.ď Ž Pitch | June-July 2014

Pitch | June-July 2014

the impactful debuts

Pitch | June-July 2014

Comic Relief by Kapil Within just a year, the show has captured the imagination of the masses creating a new and inspiring success story

Pitch | June-July 2014

impactful the impactful debuts debuts

The show plays out the everyday story of a common household in a humorous way establishing a stronger connect with the viewers

omedy Nights With Kapil’ made its debut on the small screen in June 2013. Within just a year, the show has captured the imagination of the masses and has created a new and inspiring success story. Kapil Sharma, a small town boy from Amritsar, got his first break on the Great Indian Laughter Challenge’s third season. Continuing with the success, Kapil gained more popularity at the Comedy Circus aired on Sony Entertainment channel. In this short period of time the show has not just earned immense popularity amongst the masses but has also become a preferred platform for the promotion of the Indian movies. From iconic actors of Indian cinema; Amitabh Bachchan,

Jeetendra Kapoor, to the new generation stars like Ranbir Kapoor, Shahrukh, Salman- the show has featured several stars and has a wide appeal. The show plays out the everyday story of a common household in a humorous way establishing a stronger connect with the viewers. The show consists of different actors portraying various roles- Sumona Chakravarti, who plays

Within just a year of the launch, the show has more than 10 million likes on Facebook and over 546K followers on twitter, and more than 3 lakh subscribers on YouTube

Mrs. Sharma, Ali Asgar plays the role of Daadi, the unmarried Bua played by Upasana Singh, and an unhappy servant played by Naseem Vicky. The GutthiPalak duo played by Sunil Grover and Kiku Sharda is another strong engagement factor of the show. The presence of the invincible Navjot Singh Sidhu, a former cricketer who is more famous for his ‘shayari’ than anything else, has added charm to the show. Within just a year of the launch, the show has more than 10 million likes on Facebook and over 546K followers on twitter, and more than 3 lakh subscribers on YouTube. The famous punch line ‘Baba Ji ka Thullu’ has become a part of the consumers’ lingo.  Pitch | June-July 2014

The Master Connectors

Pitch | June-July 2014

NaMo

Forging a charismatic connect Modiâ&#x20AC;&#x2122;s team of carefully selected professionals, has successfully built brand Modi, building his image online in a way never seen before in India

Pitch | June-July 2014

The masTer connecTors

By using new media to his advantage Modi has set a trend for the other leaders in the country

ndia has a well “connected” leader in Narendra Modi and it was his popularity on social media that really set him apart from his opponents in the just concluded Lok Sabha elections. Whether one liked him or despised him, one had to concede that he knew how to reach the young “selfie” generation in a language they understood best. Modi’s social media activities and overwhelming popularity on the platforms reminds one of Obama’s use of social media during the US Presidential elections. NaMo has his own websites, is an active blogger, has more than 1.6 million followers on Twitter, more than 1.5 million fans on Facebook, is present on pinterest, Flickr, Tumblr and has two Youtube

channels. More than 5 lakh people have Narendra Modi in their circles on Google+. It was not surprising that his first declaration of victory in these elections also came in the form of a tweet. “India has won. Good days are ahead” was his tweet to more than four million followers on Twitter, after results showed BJP having won a landslide victory in the elections. Modi successfully reached out to the

It is not surprising that Modi’s victory message was the most tweeted ever in India. His campaign spent US $ 10 million on digital advertising

150 million first-time voters in the country through his careful planning. About 70 per cent of the country’s population now possesses mobile phones and this was an opportunity not to be missed by Modi and his team. By using new media to his advantage Modi has set a trend for the other leaders in the country. It is not surprising that Modi’s victory message was the most tweeted ever in India. Modi’s team has been quick in responding online and having the last word, thereby making that crucial connect with the young, restless and motivated young Indians. His campaign spent US $ 10 million on digital advertising. Modi’s team of carefully selected professionals, has successfully built brand Modi, building his image Pitch | June-July 2014

online in a way never seen before in India. The online persona was carried through by Modi in real life too. He lived up to the reputation and personality which was carefully constructed online. His core team has displayed brilliant communication and connectivity among themselves. They connected for a common goal and saw it to completion. From his IT cell in Delhi to research teams spread across cities, all worked towards creating a pan-India impact. They knew who to reach out to and exactly how they could be reached. The teams collectively worked towards creating engagement on-ground, nurturing volunteers and activating them at the right time. While social media was a huge Pitch | June-July 2014

Brand Modi hurtled forward with full force. It was the most modern and slick election campaign the country had ever witnessed

driver of the campaign, Modiâ&#x20AC;&#x2122;s team made full use of the traditional media of Television, print and radio. In this manner they were able to connect at the grass root level, moving up the ranks of the middle classes and upper middle class. Having already proved himself through strong governance in Gujarat, Modi knew he had earned himself a strong brand equity. He just had to build on it. With the overall support of the marketing communication company Madison and a host of other professional teams Brand Modi hurtled forward with full force. It was the most modern and slick election campaign the country had ever witnessed. Modi had proved himself as a master connector.ď Ž

The masTer connecTors

The fictional boy who became a family member Chhota Bheem, the animated series that focuses on the adventures of a 9 year old boy named Bheem, in the fictional city of Dholakpur, has created a fictional world for children to revel in

e is one of the most loved animated characters for children in recent times on television and has carved a niche in the hearts and minds of adults too. He is the boy wonder children want to identify with and imitate. Chhota Bheems’s escapades on Pogo channel have not only captured the imagination of children but have connected with the elders too. Chotta Bheem,the animated series that focuses on the adventures of a 9 year old boy named Bheem in the fictional city of Dholakpur has

created a fictional world for children to revel in. The first episode was aired on April 6, 2008. When Rajiv Chilaka the CEO of Green Gold Animation, created the character,

Bheem’s age is an advantage. Children love him as he is nine and the target age group for the animation film is children between the age of 3 to 9 years

little did he know that the boy wonder would steal so many hearts. What has made Chhota Bheem win this popularity contest? Bheem’s age is an advantage. Children love him as he is nine and the target age group for the animation film is children between the age of 3 to 9 years. For Chhota Bheem and his playmates, nothing is off limits. He is just another child who has his own world to live in. The powerful story lines, strong characters and the hummable tune have all contributed to the success of the series. Children don’t just love the child hero but Pitch | June-July 2014

aspire to be like him. The series has been translated into regional languages as well as English and Hindi, adding to its mass appeal and popularity. Chhota Bheem has spawned more

Chhota Bheem has spawned more than 10 film versions, merchandise like board games, video games, T-Shirts. The success of movies based on Bheem has added to the fictional characterâ&#x20AC;&#x2122;s popularity

Pitch | June-July 2014

than 10 film versions, merchandise like board games, video games, T-Shirts. The success of movies based on Bheem has added to the fictional characterâ&#x20AC;&#x2122;s popularity. The other characters in the series have also become famous .Raju, Jaggu the monkey and Chutki are favourites with children too. Today, there are more than 50 free games on Google Play for Android users and some boast of more than 10 lakh downloads Chotta Bheem became an ambassador for auto giant Hyundai as it spread the message of road safety among parents. ď Ž

The masTer connecTors

Connecting with the youth in a language they know Fastrack was primarily considered a watch brand until it came up with the all new range of sunglasses in 2004

astrack, today is one of the most admired brands amongst the youth. In 1998, Titan launched it as a sub brand targeting youth. Several marketing exercises and ad campaigns have tapped the target segment so well that Fastrack today enjoys the status of a Cult brand amongst Indian youth. During the initial years the brand was promoted under the tagline “Cool watches from Titan”. Fastrack was primarily considered a watch brand until it came up with the all new range of sunglasses in 2004. Gradually, Fastrack underwent so many brand extensions that today; its diverse product portfolio includes Bags, wallets, belts, helmets, sunglasses and watches. All Fastrack products have a good brand recall and the brand has successfully changed its image to that of a fashion

accessories brand. In 2005, Fastrack launched a new campaign under the tagline “How many you have” to promote its new range of watches, priced around INR 500 , as a fashion accessory and not as a functional accessory. The campaign highlighted the affordable style proposition and communicated its message to the target group in their language. The campaign showed young girls teasing a boy on his

Fastrack has captured the attention of youth by taking a stand for issues related to the youth. The core message of the “Move On” campaign was to move on in life

way to college with the song ‘how many you have’ playing in the background. The campaign strongly connected with the college going population. The brand has worked in the domain of consumer centric innovation to remain relevant to its target group. Considering the fact that majority of its target group has an inclination towards riding a bike, the Brand launched a biker special edition of sunglasses. Fastrack roped in John Abraham to endorse the special edition sunglasses, under a provocative tagline“Bikers don’t Cry”. Fastrack has captured the attention of youth by taking a stand for issues related to the youth. The core message of the “Move On” campaign was to move on in life. The initial TVCs showcased a boy and a girl who were in a relationship and then break up. Unlike the older generation they break

Pitch | June-July 2014

up and move on without any hard feelings or a sad sob story. The Move on ad series provoked the conservative Indian society to review its attitude towards sexuality, whether it was samesex relationships, age differences or the concept of living-in. While retaining the edgy and irreverent tone of the earlier films, the latest series of communications pushed the boundaries of social acceptance by asking people to move on from their traditional, cloistered mentality to a more liberal, modern view of life.

Pitch | June-July 2014

The latest TVCs under the Move on campaign illustrate the changing faces of Youth Sexuality: The brand challenged the societal disapproval of ‘Same Sex Relationship’ by showing 2 girls coming out of a cupboard. The second ad challenged the societal disapproval towards ‘Mature Fantasies’ by showing a teenaged boy sexually attracted to his girlfriend’s mom, while the third execution challenged the social norm of marriage by propagating ‘Live-In’ relationships. While addressing controversial topics, the brand maintained its bold attitude in its execution. All the subjects broached in the campaigns were risqué and

expressed the deep seated yet unspoken sentiments of the Indian youth. The core communication objective of the brand is to interact with the youth in their language. Realizing the fact that its target group is online all the time, Fastrack has been one of the first brands to engage its target audience on social media platforms including Facebook and Twitter. . Today Fastrack has 155 stores in India, with over 7.1 million fans on Facebook and 15000+ Twitter followers. Its ‘Change the Name’ Campaign launched on the digital platform Facebook tapped 10 million fans in just 40 days. Launched as a sub-brand under the umbrella of Titan watches, Fastrack has evolved as one of the top selling brands from the house of Titan and enjoys its own identity today. 

The masTer connecTors

Issue-based advertising helped connect Idea with consumers In terms of brand communication, Idea’s philosophy is different from that of its competitors, making it stand apart

dea cellular, India’s 3rd largest telecom service provider, has acquired top of the mind recall because of its communication strategy. All the advertising campaigns have the undertone of a social message. Delivered in an interactive manner, these campaigns have become a part of the consumers’ conversations. The social messaging strategy seems to have worked well for Idea. Till 2007, Idea had not roped in a celebrity for any of its campaigns. In 2007 Abhishek Bachchan came on board to endorse the brand and the campaigns started focusing on social issues. Idea has used a variety of media like TV, print, out-of-home and radio to spread its message. The series of ‘What an Idea Sirji’

campaigns were built around various social themes including, Use Mobile Save Tree, Walk When You Talk- Stay Fit, Education For All, Democratic Country and World Without Caste. The core proposition of the campaigns was to encourage people to build a better society. The idea was about how you can solve a social problem through mobile telephony. This became the

All the advertising campaigns have the undertone of a social message. Delivered in an interactive manner, these campaigns have become a part of the consumers’ conversations

brand’s strategy and Idea started using storytelling to communicate the message. Continuing with its issue based advertising, Idea launched a festive season campaign “Apne andar ke Ravan ko Jalana ek achha ‘Idea’ hai”. The film featured a taxi driver, who finds an expensive mobile phone left behind by a passenger in the car. When the phone rings, the driver disconnects the call and is about to switch off the phone and throw away the Sim Card, when the headlights of another taxi coming from the opposite direction dazzle him. The driver’s heart is transformed and he makes up his mind to return the phone. When he arrives home, he is welcomed by his family and the tagline “Apne andar

Pitch | June-July 2014

ke Raavan ho jalana, ek achcha idea hai”. The brand leveraged the festive occasion and communicated the message of Honesty and Unity. Continuing with the same philosophy, Idea launched its latest series of ‘No Ullu Banawing’ ads. While the ad intends to promote the idea of democratizing the internet by making it available on every phone, it also communicates the empowerment that internet has given to the masses. In one of the TVCs launched under this theme, a politician is addressing a political rally and making promises of providing water and other daily amenities. His claims to bring about the change are soon challenged by a young boy who shows a mobile

Pitch | June-July 2014

In terms of brand communication, Idea’s philosophy is not similar or even close to its competitors. This has made the brand stand apart

phone video of the same politician making the same promise during the previous elections. The voice over sings, “Idea internet jab lagawin… India ko No ullu banawing”. The core message that the brand wanted to communicate was - ‘Since Idea has empowered the masses with internet, they cannot be fooled or be misled for personal benefits’. In terms of brand communication, Idea’s philosophy is not similar or even close to its competitors. This has made the brand stand apart. Although the Honey Bunny campaign was a different positioning highlighting Idea’s pan-India presence, all other campaigns have connected to the common man through relevant and topical issues. 

The master connectors

Pitch | June-July 2014

Micromax connects with the masses Through its product proposition, its campaigns and its unforgettable tagline, â&#x20AC;&#x153;Nothing Like Anythingâ&#x20AC;?, Micromax has established a strong connect with the Indian masses

Pitch | June-July 2014

The masTer connecTors

From a basic feature phone manufacturer, Micromax has evolved to become a major smart-phone player in India

icromax, has perhaps one of the best success stories to share with respect to how it captured the hearts of middle India. It ventured into the Mobile handset market in the year 2008, when this market was dominated by Finnish handset maker, Nokia and Samsung. Within six years of its launch, the brand has become the second largest player after Samsung in India. Since the global giants were not able to meet the expectations of Indian consumers, Micromax ventured into the Indian market to fill this gap. Its first handset boasted of a power backup of 30 days. In the initial years, the brand targeted lower end consumers and highlighted the value-for-money proposition. In those days, it lacked the aspirational value in its positioning. In the year 2013, the launch of Canvas series proved to be a game changer for the brand. In the same year the brand roped in Hugh Jackman to endorse, Micromax Canvas Turbo. The campaign was a great success and successfully changed the positioning of the brand and added a layer of aspiration to it. Micromax had once again proved that it could deliver what the Indian consumer wanted. Micromax has dedicated its efforts in bringing alive the most exciting experiences for the Indian youth through their brand associations across the 3 pillars of music, movies and sports

or popularly known as MMS. From a basic feature phone manufacturer, Micromax has evolved to become a major smart-phone player in India. Although, the key proposition of the brand, which is to provide good quality smart-phones at an affordable price, remains the same, the target group has changed. In an effort to establish a consumer connect, Micromax has been associated with some of the popular international events in India including- Micromax MTV Video Music Awards India, Billboard Music Awards, Grammy’s, Deadmau5 India Tour, Snoop Dogg& Enrique India Tour, Sunburn Music Festival, Russel Peters and a few others. They have also taken this approach forward through their digital platforms

The launch of Canvas series proved to be a game changer for the brand. In the same year the brand roped in Hugh Jackman to endorse it

- The #CANGIFTHAPPINESS twitter campaign supported by a TVC featuring Hugh Jackman reached out effectively to the Indian consumers and the overwhelming response was a proof of the same. According to Brand Trust Report, Micromax is today India’s second most trusted mobile brand. The diverse product portfolio of Micromax today ranges from feature phones to smart phones to tablets and phablets. From one perspective, the brand has democratized technology and made it available to the masses at an affordable price. Through its product proposition, its campaigns and its unforgettable tagline, “Nothing Like Anything”, Micromax has established a strong connect with the Indian masses. Pitch | June-July 2014

The

Newsmakers

Pitch | June-July 2014

the newsmakers

Helping India express itself The 140 character platform has been able to make and break news on social media, capturing what mattered to Indians in real time

n the last one year, Twitter has given a voice to Indians, becoming a platform which people turn to if they want their opinions to be noticed. It’s a platform that has proved to be cathartic, helping Indians give vent to their emotions of frustration, anger, hatred and joy. But more than anything else, the 140 character platform has been able to make and break news on social media, capturing what mattered to Indians in real time. In that light, Twitter has itself become one of the newsmakers of the year. The hashtag has helped build communities by aggregating the tweets, something which was unthinkable in the pre-Twitter era. Twitter has helped mould minds, shape opinions and amplify news making events. 58 per cent of Indians say social media is important to them, compared to 42 per cent globally, according to a poll conducted by IPSOS OTX- the global innovation centre for Ipsos, an opinion and market research firm. The number of topics of national and international importance discussed on Twitter just shows how important social media is for Indians. From Sachin Tendulkar’s retirement to the hanging of Afzal Guru to the arrival of the Royal baby to Nelson Mandela’s death, the world and India lived their life through

140 characters in 2013. Of late, India’s election hysteria found a much needed expression on the platform. Politicians joined the platform in great numbers. Twitter also displayed its commitment towards the elections by hiring Raheel Khursheed, former communications director at change.org, to head news, and politics for Twitter. According to IAMAI, 19.8 million users accessed social media through their mobile phones in 2013 as a result of increased penetration of mobile phones in the country. Politics related tweets in India have surpassed 20 million in 2013 and the year turned out to be an opportunity for Twitter to expand its user base. In 2009 Shashi Tharoor was the most active politician on Twitter but in 2014, almost all boast of a huge following on this micro-blogging site. This is also Twitter’s first year as a public company and is now valued at US $ 35 billion. Twitter also made news when international news channel CNN announced its partnership with Twitter to change news gathering completely. By partnering with CNN and the New York startup Dataminr, Twitter now helps journalists cover breaking news by making sense of all news items on twitter. Dataminr helps journalists focus on the important news on Twitter, hastening the process

of breaking news. Twitter is thus helping journalists be one of the first on any news story. On the product side, Twitter has been able to introduce several changes in the stream, becoming more interactive and visual for the user. There is now scope for more pictures, articles, TV clips, and ecommerce features etc. It is hoping to serve as an ideal platform for advertisers too as the pressure mounts on Twitter to turn profitable. The social media platform is also looking to roll out more video ads through Vine. It also hopes to serve as a second screen for Television programming. Partnerships with the media for this specific purpose are in the offing for Twitter. Brands have started using Twitter as a platform to engage the consumers and there has been a steady increase in the number of brand tweets from 2011. From 62 per cent of brand tweets in 2011, the brand tweets have swelled to 97 per cent tweets in 2013. 69 per cent of brands use Twitter for broadcasting and engagement purposes. Twitter is being used as a part of a larger online and social media strategy by marketers. It has become a critical part of brand building for marketers. Considering all these accomplishments, Twitter deserves to be an important newsmaker of the year!  Pitch | June-July 2014

In the news for all the right reasons The smart phone manufacturer is all set to capture the next 100 million users in India in 2014

amsung leads India’s smart phone market with a 38 per cent share of the market. Having sold 3.5 crore Galaxy devices in India, including tablets and smart phones, Samsung has clearly become a leader. Since last year, Samsung has kept up the hype around its launches and has been in the news for all the right reasons. The smart phone manufacturer is all set to capture the next 100 million users in India in 2014. The Samsung Galaxy S5 was unveiled at the Mobile World Congress this year. Available in India now, it is a huge improvement on the earlier best selling device Galaxy S4. It has better features and specifications. Galaxy S5 is the brand’s flagship Android phone and is pitted against next generation top end smart phones from HTC, Apple, Sony, LG. With this launch, Samsung hoped to create a stir in the high-end smart phone market. To popularize the Galaxy S5, Samsung launched a series of Television Pitch | June-July 2014

commercials globally. The TVCs focus on how innovation has an empowering effect on consumers. The campaigns were conceptualized by Cheil Worldwide. With four official TV spots, featurespecific print and OOH executions, Samsung has already made quite a noise about the new phone. As part of the global marketing campaign for S5, Heathrow Airport’s Terminal 5 was renamed, “Terminal Samsung Galaxy S5’ for two weeks. The campaign was witnessed by thousands of air travelers that pass through one of the busiest airports in the world. Samsung hopes to catch the eye of the UK market with this over-the-top move. Last year, the Korean smart phone maker kept buzzing the headlines due to the much talked about and eagerly-awaited Galaxy Note 3 and Galaxy Gear Smartwatch. The Galaxy Gear smartwatch became the focus of attention as it was the first wearable tech device from Samsung. It featured a 1.63

inch OLED display, could make calls, display messages, record videos and snap photos. The Note 3 came pre-loaded with support for 11 regional Indian languages. The hype for these products was created when they were unveiled on the sidelines of the IFA 2013 in Berlin. DeGeneres took selfie with a Samsung device as part of ad deal with ABC, which included Samsung phone product placement. According to Wall Street Journal, Samsung probably spent nearly US $ 20 million on Oscars ads. Samsung once again hit headlines this year when it beat Nokia to become India’s most trusted brand of 2014. Brand Trust Report revealed the rankings in which Samsung topped the list. The survey was conducted across 16 citiesby Brand Trust Report to gauge the “trust quotient” that consumers have towards brands across sectors. In the Interbrand list of brands, Samsung has gone from being number 19 to number 8 in 2013. 

the newsmakers

Pitch | June-July 2014

Brandear of the Y

How Flipkart rewrote the Indian e-commerce story

The rise of e-commerce start-up Flipkart has redefined the ecommerce ecosystem in the country. Not only has the brand been in the news for its exclusive launches and professionalism but also for its purchase of Myntra, Indiaâ&#x20AC;&#x2122;s largest ever deal in the internet business. The move has spelt the onset of consolidation in the e-commerce market. Flipkart is now not just a newsmaker but a trendsetter too

Pitch | June-July 2014

the newsmakers

Flipkart ruled the headlines for its technological innovation, strong customer focus and its superior service offerings

t’s been the biggest newsmaker in the last one year and even as we pen this piece, Flipkart has acquired fashion portal Myntra making it to the headlines once again. It has been the country’s largest e-commerce deal. The deal is likely to give Flipkart a stronghold in the e-commerce market and pose a threat to Amazon which is trying to consolidate its presence in the Indian market. Flipkart was launched in October 2007 with two people who were ex-Amazon employees, an online bookstore. Today, the numbers tell an incredible story – 15 million products across 70+ categories, 18 million registered users Flipkart with 3.5 million daily visits. Added to that is the seller base of 3000

sellers – who get cutting edge technology and supply-chain services that enable close to 5 million shipments every month According to a Nielsen Bookscan retail panel data, Flipkart alone, in the year of 2013, held an average of 45- 50% in terms of value in the organised books market in India. They are also the largest destination for consumer electronics in India. With successful and exclusive launches

Flipkart alone, in the year of 2013, held an average of 45- 50% in terms of value in the organised books market in India. They are also the largest destination for consumer electronics in India

of consumer savvy phones like Moto G, Moto X and Moto E they are being seen as an effective and efficient destination for brands and sellers to sell their merchandise. They have also upped the ante on their lifestyle space –their fastest growing category. As part of this there are thematic and brand stores and styling provisions like fashion diaries that take the Flipkart experience to a new level. The latest campaigns focus on Flipkart as the go-to destination for fashion! The company’s phenomenal growth is due in part to its technological innovation. Flipkart has always set its own pace. They claim that their service offerings are a function of customer feedback. Over the past few years, Pitch | June-July 2014

they have led the supply-chain innovation in the country. Flipkart was the first to launch dedicated logistics and the first to offer COD - cash on delivery on scale, which dramatically changed the way Indians bought online at scale. They were also the first to offer card on delivery to their customers. Flipkart has been focused on making the online shopping experience as seamless as possible: They were the first to launch 30 day replacement policy and the first player to run 24x7 customer support at scale in India. In December 2013, In-a-Day Guarantee Delivery was launched and is now available in 27 cities across in India. Delivery on Sundays was introduced in Pitch | June-July 2014

10 cities in April, and Try and Buy was recently launched as a pilot service in Bangalore. Flipkart launched its Same Day Guarantee Delivery in April 2014. Available in 10 cities, it is the only e-commerce player in India to offer this same day service on scale. They are the first online players to launch the subscription service Flipkart First, in India. Innovation is part of the

Flipkart was the first to launch dedicated logistics and the first to offer COD - cash on delivery on scale, which dramatically changed the way Indians bought online at scale

Flipkart DNA and over the past nine years they have been constantly adding and refining technology that enhances and improves the shopping experience. As Chintamani Rao, Strategic Marketing and Media Advisor who was also on the panel of jury that selected Flipkart, says, “In seven years Flipkart has changed the face of online retailing in India, and it continues to do so. You might say it’s only doing what Amazon has already done — from a bookstore to a department store — but the point is that it has done that effectively and successfully in India. It’s recent sensational deal with Motorola and its earlier deal with Xerox are examples of how it is pushing the envelope.”  91

the newsmakers

Pitch | June-July 2014

GOOGLE Makes News

Search, Youtube, Maps, Chrome, Android have kept Google in the headlines , making knowledge easily accessible to one and all. Google Glass, driverless car and the innovative Google Doodle have also generated interest in Googleâ&#x20AC;&#x2122;s business.

Pitch | June-July 2014

the newsmakers

Making knowledge easily accessible and simplifying lives, has been Google’s topmost priority

magine what you could do, who you could become, if you could access all the knowledge in the world. Imagine the change you could create, in your life, in the lives of others, in society, in humanity if you had all the information at your finger tips. Search engine Google is trying to help people do just that by making knowledge easily accessible to one and all. Every year Google has been making news and the last year has been no different. Google made headlines in 2013 with Google Glass, the first optically driven wearable computer that was meant for the general consumers. In August, Google announced the Moto X, the first smartphone designed by both Google and its Motorola unit. Back in 1998, Larry Page and Sergey Brin founded Google. Their mission was to organise the world’s information

and make it universally accessible and useful. The Google we use every day Search, YouTube, Maps, Chrome, Android - brings us the exact information we need, in the context of that exact moment. That information may vary depending upon whether you’re at a restaurant or a movie theatre or whether it’s morning or evening. It’s all about bringing us different kinds of information, that are most relevant to us , with almost no

Google made headlines in 2013 with Google Glass, the first optically driven wearable computer, meant for the general consumers

effort whatsoever. Google encourages us to access it across all devices, all screens. Products like Google+ and Google Now are steps in that direction. Google wants us to use that information to create a lasting impact, on our own lives and those of others. A case in point is the 2014 General Elections. It was a historic moment for India and the right time to start informing, educating, engaging with and inspiring the Indian voter. Google’s India Elections Hub aggregated, organised and objectively presented information to the Indian voter. Google inspired people to vote with a #PledgeToVote campaign featuring India’s first voter, Shyam Negi. Google helped people to ask questions from candidates with a regular Hangout series. It analysed data trends to create rich, informative Pitch | June-July 2014

content and created a Know Your Candidates tool to help voters decide their preferred candidate. As a result, millions of people were able to better understand the issues and the candidates, and make an informed choice. Google is also working to bring the Internet to 50 million women in India.

Pitch | June-July 2014

Google’s India Elections Hub aggregated, organised and objectively presented information to the Indian voter

Last November, it launched Helping Women Get Online (HWGO). Google believe that this can change their lives, empower them and make them more confident. That’s good for India too. It’ll drive economic growth and lead to a healthier, better-educated, betterinformed society. But the change we love the most is the little one. The one that matters to us , and forever transforms our life. For instance, wouldn’t it be amazing if a young woman could use Google to reunite her grandfather with his childhood best friend, after they’d been separated for over 60 years because of Partition? This story, titled Reunion, was the cornerstone of Google’s ad campaign last year. The campaign became hugely popular last year and helped Google remain in the news for a long time. 

the newsmakers

Pitch | June-July 2014

Tanishq makes it to the headlines with its

path-breaking commercial Tanishq touched an emotional chord of consumers through its latest commercial with a social message. By breaking stereotypes and involving the consumer emotionally, Tanishq made sure it made the right noise

Pitch | June-July 2014

the newsmakers

Breaking traditional norms, Tanishq’s TVC was built around the theme of remarriage, still considered a taboo by some Indian families

ith a view to introduce branded jewellery and capitalize on the fragmented jewellery market, Tata group introduced Tanishq in 1995. Over these years the brand has grown from strength to strength. The Tanishq retail chain currently includes 166 exclusive boutiques in 86 cities, making it India’s first and largest jewellery retail store chain. The brand has today established itself as a trendsetter in the branded jewellery segment. But the brand made news recently, not for its collection but for its pathbreaking advertising.

Television advertising has always been an integral part of the brand’s marketing plan, which has allowed it to establish an emotional connect to the consumers. But the latest Television commercial touched a different chord of the consumers. Indians have a deep emotional connect with weddings. From the

Breaking traditional norms, Tanishq’s TVC was built around the theme of remarriage, still considered a taboo by some Indian families

perspective of a brand , it is an occasion where advertising can influence the purchase decision of the consumers. Breaking traditional norms, Tanishq’s TVC was built around the theme of remarriage, still considered a taboo by some Indian families. The commercial shot by filmmaker Gauri Shinde of English Vinglish fame, features a bride getting ready for her wedding. Unlike conventional advertising, the bride is also a mother and has a dark complexion. As soon as the bride walks up to the mandap to perform the rituals, her daughter signals her mother to be a part Pitch | June-July 2014

of rituals. While the girl is hushed by elders, the groom senses her resentment, picks her up and carries her through the entire rituals. In India, divorced women and widows have been shunned by society and this bias persists even to this day in some urban Indian families. The advertisement broke new ground with its social message. The advertisement featured in AdWeek’s list of the “7 most inspiring ad campaigns for women in 2013”. Created by Lowe Lintas, the ad endorsed a newage concept of remarriage, while promoting its line of contemporary wedding jewellery. On the idea behind the film, Arun Iyer, National Pitch | June-July 2014

Creative Director, Lowe Lintas & Partners said, “The whole idea was to showcase the new-age contemporary collection launched by Tanishq. Hence, the story had to be different and remarriage is a bold topic that is often discussed among people. We have heard a lot of conversations around it. Taking such a bold stance on remarriage

In India, divorced women and widows have been shunned by society and this bias persists even to this day in some urban Indian families

shows the progressive attitude of the brand.” Earlier too, in its effort to tap the wedding jewellery segment, Tanishq launched “Jewellery that makes you want to marry” campaign featuring Arundhati Nag. The campaign focused on the irresistibility of the brand’s wedding collection, which can convince someone not willing to marry to get married, just to wear the Tanishq collection. The remarriage campaign received much appreciation from critics who hailed it as “courageous”, “bold” and “unique”. The whole theme of the campaign and its execution not only conveyed the brand message but also a social message.  99

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Pitch | June-July 2014

The Older The Better Pitch | June-July 2014

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The evergreens

102

Pitch | June-July 2014

OLD MONK

Ever strong and ever green Old Monk has retained a strong foothold in the market for 150 years, depending not on marketing but word-of-mouth. Today, consumers themselves have become advocates and influencers for the brand

Pitch | June-July 2014

103

The evergreens

The brand has effortlessly established a strong bond with consumers earning loyalists that swear by it till today

he story of Old Monk, the largest Indian Made Foreign Liquor (IMFL), which is the world’s fifth largest Rum brand, started a century and a half ago in Kasauli, a small hill station in Himachal. That’s where Sir Edward Dyer set up a brewery in the year 1855 under the name Dyer breweries. Another entrepreneur, H G Meakin bought the old Shimla and Solan breweries from Edward Dyer and added some more. Following independence, N N Mohan took over management of the company in 1949 and the company name was changed to Mohan Meakin Breweries in 1967. Today, Mohan Meakins’ principal

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brands are Old Monk Rum and Golden Eagle Beer. It is noteworthy, that without any marketing strategy, advertisements, brand communication, or 360 degree media campaigns, Old Monk has retained its stronghold in the market over these 150 years. Undoubtedly,

Old Monk has become a synonym for dark Rum. Every Old Monk lover has a story or a tale to share and the web space is occupied by many such experiences

the brand has witnessed generations and has survived in India just by word- of- mouth publicity. The brand has effortlessly established a strong bond with its consumers and earned loyalists that swear by the brand till today. A group called COMRADE – Council of Old Monk Rum Addicted Drinkers and Eccentrics, founded by Ian Pereira, an advertising photographer is one such loyal fan club. Today Old Monk has become a synonym for dark Rum. Every Old Monk lover has a story or a tale to share and the web space is occupied by many such experiences. In a way, consumers themselves have become brand advocates and influencers. Pitch | June-July 2014

Old Monk has not done much product and packaging innovation but despite that, has managed to remain relevant for the modern consumer.The brand connects across all age groups and categories. From the old to the young to the young at heart, from the army personnel guarding national borders to the corporate and public sector employees, the brand has great appeal across consumers. Innovation is not an obligation for the Monk. People do not want some products to change due to their own emotional connect with them and Old Monk is one of them. Moreover, the size of the market and the scope for differentiation is very limited. Some brands have inherent attributes and Pitch | June-July 2014

this heritage amplifies. Old Monk fanatics do not want the core of the product to change. The legendary square shaped bottle has an instant brand recall which makes the product easily identifiable. The iconic brand from the house of

Innovation is not an obligation for the Monk. People do not want some products to change due to their own emotional connect with them and Old Monk is one of them

Mohan-Meakin Limited, is presently lead by Army Veteran, Brigadier Kapil Mohan (Retd.). Under his leadership Mohan Meakin, has expanded with 6 distilleries in India and abroad, 5 breweries and a good number of franchises. The rum market in India has only three major players; Bacardi, Old Monk and McDowells. With the advent of foreign brands the competition has become a little intense. However, despite the competition, Monk continues to be a cult brand. The charm and heritage associated with the brand has virtually monopolized its market and the brand continues to remain â&#x20AC;&#x2DC;Evergreenâ&#x20AC;&#x2122;. ď Ž

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The evergreens

How Maruti Suzuki became a way of life in India A closer look at the marketing strategy of Maruti shows that the brand celebrates the joy of driving, and the feeling of Indianness in its campaigns

he Journey of Maruti Suzuki dates back to the year 1982, when the first lot of Maruti cars was assembled in Gurgaon, Haryana. During those days, the Indian automobile industry had a capacity to produce 40 thousand cars every year, but today Maruti Suzuki has a capacity of producing around 1.5 Million cars every year. Over these three decades, Maruti has emerged as a leader in the automobile industry and has earned a strong loyalty among Indians. Today Maruti has become a household automobile brand and claims a market share close to 50 per cent. Despite being an economical brand Maruti Suzuki positioned itself as a stylish, comfortable and fuel eﬃcient car maker under the tag line ‘count

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on us’ highlighting reliability and affordability. ‘India Comes Home in a Maruti Suzuki’ was one of the iconic ad campaigns by Maruti Suzuki, launched in the year 2008. The ad film was shot across the length and breadth of the country highlighting the emotional bond the brand shares with its consumers. The film focused on the intangible

‘Hum Rishton mein jeete hain’ is one of the popular corporate ad campaigns launched under the global tagline ‘Way of Life’

quotient i.e. the brand experience and the joy that Maruti drives home. In the year 2012, Maruti changed its corporate tagline from ‘Count on us’ to ‘Way of Life’ as its global tagline. Maruti has a very powerful equity in the consumer’s mind. The tagline celebrates the leadership of the brand and also highlights the deep relationship it has established with consumers. ‘Hum Rishton mein jeete hain’ is one of the popular corporate ad campaigns launched under the global tagline ‘Way of Life’. The film celebrates the joy of festivals in India and suggests the idea of Celebrating a Festival of Life with Maruti Suzuki. A closer look at the marketing strategy of Maruti shows, that the brand celebrates the joy of driving, and the feeling of Indianness in its Pitch | June-July 2014

campaigns. Maruti targets the mass market and is less active in premium segment cars. The brand remained an undisputed leader in the automobile utility-car segment sector, controlling about 84 per cent of the market till 1998. But presently, with the advent of new brands like

Fiat, Chevrolet, Volkswagen and others, the competition has become stiff. However, Maruti has been able to survive due to factors like dependability, best network of service and spares support and value for money proposition. The brand has consistently innovated and has catered to the

The brand has consistently innovated and has catered to the changing consumer preferences, to stay relevant to the modern consumer changing consumer preferences, to stay relevant to the modern consumer. Celerio with an Automatic Gear Shift (AGS), is one recent example of innovation. Earleir, the AGS equipped cars used to be highly priced, less fuel eďŹ&#x192;cient and their maintenance cost was also very high. But Celerio has tried to overcome all three shortcomings. The brand has evoked a level of loyalty among Indians that is hard to find in todayâ&#x20AC;&#x2122;s times. ď Ž

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The evergreens

How Amul became the taste of India Amul has helped India emerge as the largest milk producer in the world and has managed to remain fresh in the minds of consumers

he seeds of this saga were sown more than 65 years back in Anand, a small town in the state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement. Indian patriot Sardar Vallabh bhai Patel advised the farmers angered by unfair and manipulative practices followed by the trade, to get rid of the middlemen and form their own co-operative, which would have procurement, processing and marketing under their control. In 1946, under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative. Amul, managed by a cooperative body - the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF),

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today is jointly owned by 3 million milk producers in Gujarat. Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973â&#x20AC;&#x201C; 2006), is credited with the success of Amul. Besides milk, the company deals in all other major dairy products like butter, cheese, paneer, ice-cream and others. Amul has helped India to emerge as the largest milk producer in the

Amul Butter remains an eternal favorite of Indian consumers. In 2013-14, it achieved 21 per cent value growth, which is over and above 18 per cent value growth

world. Total milk procurement by Amul member unions during the year 2013-14 averaged 135.73 lakh kilograms (13.57 million kg) per day, representing growth of 3.6 per cent over 131.03 lakh kilograms (13.10 million kg) per day achieved during 2012-13. In the Ghee category, Amul achieved spectacular value growth of 46 per cent. Amul Butter remains an eternal favorite of Indian consumers. In 2013-14, it achieved 21 per cent value growth, which is over and above 18 per cent value growth achieved last year. The new advertising campaign designed to increase butter consumption by popularizing its usage among young children, was a huge success. Amul Cheese range retained its dominant share of Indian cheese market with impressive value growth at 22 per cent. Pitch | June-July 2014

In fact, Amul Cheese has seen consistent and highly impressive growth over the last several years. Taking one more step towards a healthy nation, Amul now sells milk through “Any Time Milk” vending machines. The pilot project of this 24x7 ATM machines began with the installation of a vending machine at the gate of Amul Dairy in Anand town of Gujarat. For a Rs. 10

The Amul girl has been the brand mascot for more than 50 years now. She has seeped into the consciousness and refreshes itself with new communication Pitch | June-July 2014

currency note, which this machine will read through a sensor, the ATM would dispense a 300 ml pouch of Amul Taaza milk. The ATM, fitted with refrigeration facility, has a capacity to hold 150 pouches at a time. The story of Amul is marked by many milestones and achievements. It also has a very strong brand recall and has connected with the masses with its tagline, “The Taste of India”. The Amul girl has been the brand mascot for more than 50 years now. The brand has seeped into the consciousness of Indians and refreshes itself with new products, and new communication. It provides not just value for money, but also honours the customers by providing them with quality, availability and service. The promise of health and taste is hard to resist for the consumers. 

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The evergreens

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Evoking sweet Memories Cadbury India began its operations in India in 1948 by importing chocolates. Since then, it has always been a market leader because of constant innovation in its products and marketing

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The evergreens

As long as it continues to connect with human emotions, and maintains its quality, it will retain its special importance for consumers

he iconic purple wrapper has stuck in the memories of thousands of chocolate enthusiasts in the country. Cadbury has been a market leader for a long time now. Cadbury changed the way people perceived and consumed sweets. ‘Kuch meetha ho jaye’ and ‘Shubh Aarambh’ were milestone campaigns that are etched in the consumer’s mind for years to come. Cadbury was established in Birmingham in 1824, by John Cadbury who sold tea, coffee and drinking chocolate. The Cadbury signature logo is derived from the signature of William Cadbury, which was adopted as the worldwide logo in the 1970s. Cadbury India began its operations in India in 1948 by importing chocolates.

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Since then, it has always been a market leader because of constant innovation. The flagship brand Cadbury Dairy Milk which was launched in 1984, is now considered a ‘Gold Standard’ for chocolates in India. Its pure taste defines the term ‘chocolate’ for Indians. Cadbury has always explored avenues to excite the consumer and

The flagship brand Cadbury Dairy Milk which was launched in 1984, is now considered a ‘Gold Standard’ for chocolates in India

offer something new to him. Earlier this year, Cadbury introduced the joyful packaging . The design was developed by the global Cadbury Dairy Milk team in partnership with leading design agency Pearlfisher. Cadbury has always connected with its audiences through its heart-melting advertising. We all remember the crazy dance of the girl in the cricket stadium, Ramesh and Suresh ads for 5 Star, Ranbir Kapoor ad for Oreo or the most catchy line from Dairy Milk Shots – ‘Dil mein ladoo phoota’. The brand has hit its audience always at the right time with the right message and thus still stays relevant. The brand has won several awards for its marketing and advertising campaigns-two Emvies Gold in 2013 for Best Ongoing Pitch | June-July 2014

Media Campaign and Best Integrated Campaign and Yahoo Big Idea Chair Award in the same year for Best use of Sponsorship, to name a few. Cadbury has spawned popular household brands such as Cadbury Dairy Milk, Cadbury Celebrations, Bournville, Perk , Toblerone, 5-Star, Gems, Tang and Oreo. It boasts of a 70

Cadbury has spawned popular household brands such as Cadbury Dairy Milk, Cadbury Celebrations, 5-Star, Gems, Tang and Oreo. It boasts of a 70 per cent market share. Pitch | June-July 2014

per cent market share. Cadbury got a new identity this year as it was rechristened Mondelez India after the US based parent company Mondelez International. It had acquired Cadbury Plc globally in 2010. India is a key country for Mondelez International. The company is now aiming to be the largest snacks company as India is a fast growing market not just for chocolates but for biscuits as well. Cadbury Dairy Milk enjoys a special place in the hearts of consumers and has a strong association with happiness. As long as it retains its connect with human emotions, continues to evolve and innovate, and maintains its quality, it will retain its special importance for consumers.ď Ž

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The evergreens

LIC retains its foothold amid a crowd of private players Until 2000 LIC did not have a clear marketing strategy but had to focus on a marketing strategy in the new millennium when other players entered the market

ife insurance Corporation came into existence in India in the year 1956, when the Parliament passed the Life Insurance of India Act that nationalized private insurance industry in India. Being a first in this business, gave an edge to the brand and LIC has retained its stronghold in the market and claims a market share of more than 90 per cent. It was only post

Being a first in this business, gave an edge to the brand and LIC has retained its stronghold in the market and claims a market share of more than 90 per cent 114

the new millennium that new players like ICICI prudential, Max New York (known as Max Life insurance now) entered the Indian market. This monopoly had created a strong brand identity and awareness for LIC. In fact, LIC became a synonym for life insurance in India. Until 2000 LIC did not have a clear marketing strategy. It was post 2000 that in the wake of coping with private players LIC came up with new offerings like Health Insurance, Micro Insurance and further invested in strengthening its distribution network. Most of the ad campaigns of LIC had primarily been informational before 2000, but with a view to take on competition, the brand started scaling up efforts to increase its visibility and enhance its brand image. LIC came out with a corporate advertisement in 2010. The campaign

positioned the brand as an antidote to anxiety and fear of losing loved ones. The commercial opens at a crowded place where a girl is separated from her father and lost among strangers for a few seconds until her father finds her. Though the separation is for a few seconds, it fills the heart of the father-daughter duo with unease and discomfort. The film had taken a metaphor from life that works at a simple level, rather than focusing on death in all its seriousness. In the film, the emotion of momentary separation has been exaggerated to convey the message of potential separation for life. Walking in the same direction in 2011, LIC came up with â&#x20AC;&#x2DC;na chinta na fikarâ&#x20AC;&#x2122; campaign, which featured happy policy holders. The campaign advocated how life insurance could make your life happy and carefree. ď Ž Pitch | June-July 2014

The

Globetrotters

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the globetrotters

Kingfisher’s flight across the globe The flagship brand ‘Kingfisher’, has achieved international recognition consistently, having won many awards at International Beer Festivals

eer creates communities and Kingfisher has only enhanced and supported the fact. The Beer Up festivals, Ocktoberfest, The music festivals, Kingfisher has left no stone unturned to connect with its consumers across the globe. The iconic blue and orange colored bird has flown her way across the globe successfully. UBL has an association with brewing dating back over nine decades, starting with 5 breweries in South India in 1915. UBL today boasts an impressive spread of own and contract manufacturing facilities

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throughout the country. The reason - innovative, creative and aggressive marketing is complemented by a strong distribution network. The flagship brand ‘Kingfisher’, has achieved international recognition consistently, and has won many

Kingfisher Premium Lager beer is currently available in 52 countries. It has been ranked amongst the top 10 fastest growing brands in the UK

awards in International Beer Festivals. Kingfisher Premium Lager beer is currently available in 52 countries and leads the way amongst Indian beers in the International market. It has been ranked amongst the top 10 fastest growing brands in the UK. It has a management focused on building brand equity on one hand and exploiting it to the hilt on the other. Quality and hygiene are the key elements of the United Breweries’ manufacturing philosophy. Quality Management Systems laid out along the lines of ISO 9000 are strictly adhered to, Pitch | June-July 2014

controlling quality at every stage of production, from raw materials to the end product. Also, besides controlling the production process, the CSL analyses the Company’s beer taken off market shelves all over the

Kingfisher Red and Kingfisher Blue have now become ‘Millionaire’ brands. Kingfisher Strong’s sales of 80 million cases Pitch | June-July 2014

country, the competition’s beers and beers from across the world. These beers are tested as per the standards laid down by the European Brewery Convention on 40 different parameters. By these standards, United Breweries’ beers don’t just equal, but even surpass, several Dutch and American beers. Kingfisher Red and Kingfisher Blue have now become ‘Millionaire’ brands. Kingfisher Strong’s sales of 80 million cases have helped to propel Kingfisher’s portfolio of Strong Beer brands to over 100 million cases. It has been a strong brand and continues to go from strength to strength. 

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the globetrotters

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Infosys Conquering the World Set up in 1981, Infosys has become a global leader in next-generation IT and Consulting. The company is built on the principle of implementing great ideas that drive progress for clients across the globe

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the globetrotters

Infosys has repeatedly delivered in the global arena making India proud through its various endeavours

hen Denmark’s Dansk Supermarked, a supermarket chain decided to venture into ecommerce, it partnered with none other than Infosys. The new ecommerce platform that was created by Infosys offers customers the best cross-channel experience imaginable in Denmark. It became the best example of an “anytime, anywhere” shopping experience. This is just a speck of the impact Infosys Limited has made in the world and the reason why it has made it to the list of Globetrotter brands this year. Avivia Health’s strategic partnership with Infosys Public Services helped develop an innovative gamification platform . Nathan Petrovay , the Chief Technology Officer, Avivia Health, Kaiser Permanente when asked about why they chose Infosys, was quick to respond,

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“We found that Infosys Public Services provided us not just the domain expertise, which is healthcare but also a certain aptitude within the technology space as well.” Avivia Health’s main aim was to drive a positive change in consumer behaviour. Yet another outstanding example of Infosys delivering in the global arena was Kellogg’s new intranet portal which introduced business expertise and change

The company has five subsidiaries globally, with 30 offices spread over USA, Europe, Australia and Asia. It employs people from 53 nations

management capabilities for the brand. The company launched K-Connect in 2010, a portal that helped drive enterprise collaboration. Infosys, with its extensive experience in technical and project management capabilities, worked closely with Kellogg from the start. “By helping us to both design our collaboration platform and facilitate the cultural changes, Infosys helped achieve some of the most critical business objectives,” says Brian Rice, Senior Vice President and CIO, Kellogg Company. Set up in 1981, Infosys has become a global leader in next-generation IT and Consulting. The company is built on the principle of implementing great ideas that drive progress for clients across the globe. Infosys BPO is a global company operating in the Americas, the AsiaPacific, Australia and Europe and has more than 28581 employees as on March Pitch | June-July 2014

N.R Narayana Murthy

Co-Founder and Visionary

31, 2014. It enables flexible business process management services through global delivery centres. The company has five subsidiaries globally, with 30 offices spread over USA, Europe, Australia and Asia. It employs people from 53 nations. The US has been the mail source of revenue for Infosys but it has expanded across Europe and Asia too. The company has earned innumerable accolades over the years and has been recognised globally. Infosys was ranked No 1 among the best managed companies in Asia Pacific in the annual Euromoney Best Managed Companies in Asia Survey 2013. It has been voted India’s Most Admired Company in the Wall Street Journal Asia 200 survey every year since 2000. It was identified as one of the Top 25 performers in Caring for Climate initiative by UN Pitch | June-July 2014

Global Compact and UN Environment Programme. The company was also recognised as a top performing global partner by consumer goods company Procter & Gamble. Infosys BPO received the 2013 Global Impact Award by the Metro Atlanta Chamber in the “Foreign Direct Investment” category for its plans to invest in education and training. India’s second largest IT Services

There are many drivers behind the success of Infosys globally but its ability to deliver locally relevant business value and understanding client-specific needs give it the extra edge

exporter Infosys is a globally acclaimed company that was in the news when its Co-Founder and visionary N.R Narayana Murthy returned to the company last year. The company is known as much for its competence in IT as it is for its Co-Founder and Executive Chairman Murthy. He was recently presented with the 2014, “ Canada India Foundation Chanchalani Global Indian Award for his vision in the IT Sector. There are many drivers behind the success of Infosys globally but its ability to deliver locally relevant business value and understanding client-specific needs give it the extra edge. The company has a vision for the future helping it attract the best global talent. It has been able to offer a range of services beyond the traditional strengths and has earned its reputation of being a Globetrotter brand. 

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the globetrotters

Bollywood’s global glitter Bollywood’s international appeal has grown stronger over the years with Indian movies making their presence felt at international film festivals

t’s been more than 100 years since the first Indian film “Raja Harishchandra” was released. Indian cinema has seen several milestones, brilliant actors, directors, movies and today it has achieved not just popularity within the country but garnered international acclaim too. It has become the largest film industry in the world and overtaken Hollywood. It was in the 1970s when the term Bollywood was coined to mark India overtaking America as the largest producer of films in the world. While critics may not appreciate the term Bollywood, the world acknowledges Indian cinema by this name. Bollywood’s international appeal has grown stronger over the years with Indian movies making their presence felt in international film festivals and Indian movies being showcased outside India. In 1946, the film “Neecha Nagar” won the best film award at the Cannes Film

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Festival becoming the first Indian film to get global recognition. In 1983, Indian cinema made news again when Indian Costume Designer Bhanu Athaiya won an Oscar for the best costume design at the 55th Annual Academy Awards for the film “Gandhi”. In 1991, filmmaker Satyajit Ray received an honorary Oscar in recognition of his rare mastery of the art of motion pictures. Five years later, Indian cinema was swept away by international acclaim in 1988 when Mira

Bollywood’s international appeal has grown stronger over the years with Indian movies making their presence felt in international film festivals

Nair’s “Salaam Bombay” won the Golden Camera and Audience awards at the Cannes Film festival. There has been no looking back since then. In 2002, Aamir Khan’s production “Lagaan” earned rave reviews when it made it to the foreign film shortlist at the Oscars. The film finally lost out to “No Man’s Land” but not before getting noticed by the west for its quality of filmmaking. Aamir Khan and Ashutosh Gowarikar came back from Los Angeles without the trophy but with accolades galore. Indian cinema found mention in American media and India had managed to make a mark. Global recognition of Hindi cinema had got a fresh lease of life. Indian film composer A R Rahman went on to write the music for Andrew Pitch | June-July 2014

Lloyd Webber’s musical “Bombay Dreams”. In 2009, Rahman went on to win the Best Original Song and Best Orginal Score at the Oscars for the film “Slumdog Millionaire”. The film starred

Indian films continue to shine at Cannes and receive widespread appreciation as they get showcased every year in front of an international audience

Pitch | June-July 2014

Indian actor Anil Kapoor. In 2002, Sanjay Leela Bhansali’s Devdas was showcased at Cannes. Indian films continue to shine at Cannes and receive widespread appreciation as they get showcased every year in front of an international audience. The popularity of Indian films globally is also evident from their success in foreign lands. Films like “3 Idiots” , “Dhoom 3”, “Chennai Express” became top grossers globally. “3 Idiots” became a major success in East Asian markets and became the highest grossing Bollywood film of all times in overseas markets. It also released officially on Youtube in May 2012. Bollywood has carved a niche for itself in international markets. With awards like the International Indian Film Awards (IIFA), Bollywood has developed a fan following second to none. Indian cinema never had it better globally. 

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the globetrotters

Indian Manager

goes global As the days of the over-confident extroverted CEOs get over, a new breed of humble leaders with a personalised style has emerged

s the world’s largest software firm Microsoft elevated Hyderabadborn Satya Nadella as CEO, succeeding Steve Balmer early this year, it was another acknowledgement of the rise of Indian talent in the global arena. Increasingly, the world is opening up to the talent of Indians in the corporate field and nurturing them to take on strong leadership roles. The list of Indians in senior management roles is endless, but here are some who are well known. Shantanu Narayen, CEO, Adobe Ajay Banga, Mastercard Indra Nooyi- PepsiCo Rakesh Kapoor of Reckitt Benckiser Rajeev Suri, Nokia How are Indians or India born managers becoming prominent globally? There could be many factors that have led to this trend. The need for high quality STEM graduates is on the rise. In fact it is directly connected to economic

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growth of a nation. Scientists, technologists, engineers, mathematicians (STEM) are the knowledge workers the world needs the most. A report by Accenture Rajiv Suri says that the size President and Chief of India’s tech Executive Ofﬁcer, Nokia sector will grow more than six fold in the next seven years. The demand for STEM talent is set to explode in the next decade. Companies are looking for talent that meets their demands and perhaps that is where the Indian manager or the Companies are looking India born worker comes in with his for talent that meets their unique skill sets. The Indian Manager’s qualities and demands and perhaps that is leadership styles also stand out in the where the Indian manager or crowd. As the days of the over-confident the India born worker comes extroverted CEOs get over, a new breed of humble leaders with a personalised in with his unique skill sets style has emerged. Indians have the Pitch | June-July 2014

Satya Nadella CEO Microsoft

Born in Hyderabad, he studied electrical engineering in MIT, Manipal and then went on to study business administration at the University of Chicago talent but know how not to flaunt it. They are thoughtful leaders who are open to learning and acquiring more knowledge. Self awareness and humility are outstanding traits of these successful global managers who have Indian origins. As leadership styles are changing, there is renewed acceptance of the Indian manager in positions of power and authority. One of the brightest entrepreneurs from the country, Indra Nooyi, the CEO and Chairperson of PepsiCo is known for her

A study has also ranked Nooyi as one of the top 10 humble US CEOs. She is known for her personal touch while dealing with people

Pitch | June-July 2014

personal touch while dealing with people. She believes in renewing her own skills frequently and learning from others. A study has also ranked Nooyi as one of the top 10 humble US CEOs. Her much appreciated style of functioning earned her a pay package of US $18.6 million for 2013.

Indra Nooyi CEO and Chairperson PepsiCo

Satya Nadella, the third CEO of Microsoft, brings a relentless spirit of collaboration to the new role. Humility is touted to be Nadellaâ&#x20AC;&#x2122;s strong point and a much needed quality for the discharge of his new role. Once again, it is his personal style of working well in teams that has helped him reach a leadership role. Born in Hyderabad, he studied electrical engineering in Manipal Institute of Technology and then went on to study business administration at the University of Chicago. Nadella calls himself a learner with a hunger for knowledge. It is perhaps these qualities of the Indian Managers that set them apart and make them take on challenging roles with enviable zeal. This breed of Indian Manager has earned its respect through thinking and actions. ď Ž

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Tataâ&#x20AC;&#x2122;s global footprint One of the worldâ&#x20AC;&#x2122;s largest conglomerates, Tata remains deeply grounded in India. Its core focus is to improve the lives of all those it touches globally through value creation

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the globetrotters

Employing a diverse workforce in their operations, Tata companies have made significant local investments in different geographies

he Tata Group topped the list of most successful and influential companies in India in 2013 in a study carried out by London based consultancy TLG Partners. It is one of the world’s largest conglomerates that is deeply grounded in India. The Tata group’s core focus is to improve quality of life of the communities it serves globally, through long-term stakeholder value creation. Founded by Jamsetji Tata in 1868, the Tata group is a global enterprise headquartered in India, and comprises over 100 operating companies in seven business sectors: communications and information technology, engineering, materials, services, energy, consumer products and chemicals. Tata companies have operations in more than 100 countries across six continents, and export products and services to over 150 countries. Many Tata companies have achieved global leadership in their businesses. For instance, Tata Communications is the world’s largest wholesale voice carrier and Tata Motors is among the top five commercial vehicle manufacturers in

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the world. Tata Steel is among the top 10 best steelmakers and TCS is amongst the top 10 global IT services companies. Tata Global Beverages is the second-largest player in tea in the world and Tata Chemicals is the world’s second-largest manufacturer of soda ash. Employing a diverse workforce in their operations, Tata companies have made significant local investments in different geographies. In tandem with the increasing international footprint of Tata companies, the Tata brand is also gaining international recognition. Brand Finance, a UK-based consultancy firm, valued the Tata brand at US $ 21.1 billion and ranked it 34th among the top 500 most valuable global brands in their BrandFinance® Global 500 2014 report. Going forward, Tata companies are building multinational businesses

that seek to differentiate themselves through customer-centricity, innovation, entrepreneurship, trustworthiness and values-driven business operations, while balancing the interests of diverse stakeholders including shareholders, employees and civil society. Beginning with Tata Tea’s acquisition of Tetley in 2000, Tata companies made several significant overseas acquisitions including Corus by Tata Steel, Jaguar and Land Rover by Tata Motors and Brunner Mond by Tata Chemicals – all in the UK; Daewoo Commercial Vehicles by Tata Motors in South Korea; NatSteel in Singapore and Millennium Steel in Thailand by Tata Steel; and General Chemical Industrial Products by Tata Chemicals, Eight O’ Clock Coffee by Tata Tea and Tyco Global Network by Tata Communications in the US.  Pitch | June-July 2014

The RESURGENTS Pitch | June-July 2014

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THE RESURGENTS

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Bata gets a new lease of Life

Generations of Indians have experienced the brand but there is a world of difference between the Bata of yesteryears and how we know it today. The footwear brand has revamped itself, looks young, fresh and raring to go

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THE RESURGENTS

The new “Where Life meets Style” campaign clearly indicates a repositioning of the brand with an additional layer of aspiration

ata, a popular footwear brand from the Czech Republic started its journey in 1894, and has been present in India for more than 80 years now. The brand which was popular for school shoes or Hawaiian Flip-Flops among Indian consumers, has undergone a complete makeover in recent years which is visible from its latest marketing campaign bearing the tagline “Where Life meets Style”. It is after almost a decade that Bata has made an appearance on the television screen in front of the consumers. Many Indian generations have witnessed and experienced this brand and people carried the same old image of the brand that they had a decade back until the new campaign was launched in March this year. The new campaign has given a new lease of life to the brand which was lost for almost a decade.

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As a part of its revamp strategy, Bata came up with concept stores in the last few years that include exclusive concept stores for ladies designed as per the brand’s global format

As a part of its revamp strategy, Bata came up with concept stores in the last few years that include exclusive concept stores for ladies designed as per the brand’s global format. Bata also launched the whole new range of accessories including belts, wallets and bags. The new global format concept stores intend to enhance the overall buying experience for Bata consumers. Keeping the marketing initiatives in sync with its market priorities Bata came up with its new campaign. The campaign was designed to emphasize fashion and comfort, the two fundamental propositions of the brand. “Where Life meets Style” campaign clearly indicates the repositioning of the brand. The core brand proposition continues in sync with the change in the market environment and the new campaign adds an aspirational value to the brand to enhance the consumer Pitch | June-July 2014

â&#x20AC;&#x153;Where Life meets Styleâ&#x20AC;? The campaign was designed to emphasize fashion and comfort, the two fundamental propositions of the brand experience. Bata shoes appeal to the sensibilities of the Indian consumer across all age groups and profiles. Bata sells its products starting at a price point of Rs 350 to Rs 10000. Bata India is one of the largest footwear retailers in India, enjoying a considerable market share in the organized sector. It retails through over 1,400 Bata Shoe Stores located in over 500 cities across India.n Pitch | June-July 2014

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THE RESURGENTS

remains resilient during tough times Voltas has been able to re-position the brand and assume its leadership position in a highly competitive category, dominated by global brands

he Voltas story began in 1954 when it was founded in India to offer engineering solutions for a wide spectrum of industries. The company’s strength lies in providing air conditioning and refrigeration. The brand has gained respect and trust of consumers over the years, having provided cooling solutions through many summers in the country. But the company like many others had to content with the slowdown along with growing financial stress through the world. The slowdown in industrial investment post recession also impacted cooling solution providers like Voltas . But the brand has shown immense resilience and has recovered from the crisis. Despite growing competition from new entrants especially many foreign players, Voltas

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continues to remain a trusted brand. Voltas is India’s oldest and largest air conditioning company, and one of the world’s premier engineering solutions providers and project specialists. During the last two to three years, Voltas has emerged as market leaders, with the highest market share in the AC category. The brand has also garnered the highest score in the Brand Equity index for

In 2012, Voltas won the Effie Gold award in Consumer Durable category, followed by the WARC Gold award in 2013, and also the Tata Group Communications Award in 2013

Air Conditioners. Not only has the brand made inroads in the market in terms of highest market share, it has also generated the highest recall and equity in the minds of consumers, by continuously engaging with the consumer, across the year. In 2012, Voltas won the Effie Gold award in Consumer Durable category, followed by the WARC Gold award in 2013, and also the Tata Group Communications Award in 2013. This success can be attributed to a combination of many factors. Its continuously evolving product range, revamped distribution network which has the highest reach in the category, increasing conversion and extraction from point of sale, a distinct brand positioning; a clutter breaking campaign to effectively communicate the benefit of the new “All Weather” Pitch | June-July 2014

positioning, and a team of reenergized and refreshed professionals, who have been instrumental in changing the consumer orientation towards this leading Tata Group brand. During this third summer, Voltas has further refined the ‘All-Weather’ positioning, keeping in mind that every new positioning needs to be re-energized every season. During its inception in 2012, the Voltas All Weather campaign was focusing on educating the consumers about what a Voltas All Weather AC could do for them. The clear cut task was to create compelling communication around Voltas being the experts in ‘Climate Control’. The strategy was to deseasonalize the brand by engaging with consumers in a new light. In 2013, the All Weather range was further enhanced with additional features, Pitch | June-July 2014

Voltas reported an 81 per cent increase in earnings during the March quarter and with the AC segment seeing robust growth, Voltas is headed for good times which enabled the portfolio to deliver different benefits in different markets and weather conditions. In 2014, the objective has been to make the All Weather proposition sharper for the consumer. Recent research revealed that consumers in different parts of the country are more concerned about ‘different kinds of heat’ (dry, sultry, dusty), which cannot

be addressed with a mere ‘temperature control’. Hence the 2014 campaign focuses on solutions for different kinds of heat, prevailing in different parts of the market. Voltas continues to leverage its tried and tested protagonist, Mr. Murthy, who has always delivered the brand promise in an honest, grounded, charming and witty manner, no matter what the weather challenges are. Voltas has been able to re-position the brand and assume its leadership position in a highly competitive category, dominated by global brands. This certainly represents a momentous chapter in the history of brand Voltas. Voltas reported an 81 per cent increase in earnings during the March quarter and with the AC segment seeing robust growth, Voltas is headed for good times. n

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‘Made like a gun, goes like a Bullet’ Royal Enfield’s brand loyalty in India has resulted in a growth figure of more than 50 per cent year on year

any of us who aspire to ride, aspire to own the cult brand Royal Enfield. Royal Enfield, popularly known as Bullet, has been dominating Indian roads since 1949. The charm of the RE ride is such that even today the brand enjoys a market share of more than 90 per cent in the category of 250cc to 800cc bikes. The brand boasts of a sought- after lineup of 11 models. In 2013, to mark the launch of Café Racer, RE organized a ride from London to Chennai. The new Royal Enfield concept store was launched in its birth place – London. This marked the great resurgence of the brand that was born in England, survived in India and now is ready to rule the world. Even without any marketing the brand propelled its sales to 1 million units in 2011. Its brand loyalty in

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India resulted in a growth figure of more than 50 per cent year on year. RE decided to step out and write a new chapter in the brand’s history. The company changed its logo, the new logo was engraved on the motorcycle keys as well. RE added new designs to its existing models – Classic and Thunderbird much to the consumer’s delight and now the production has been ramped up from 1,75,000 units to 2,50,000 units in

the current fiscal year. With around 90 per cent of sales being in its home country, the new ¬Continental GT is RE’s deliberate and serious move to break into Europe. To ensure success, the company has revised the pricing strategy and is offering the

With a new plant in Oragadam near Chennai, Royal Enfield is looking at the possibility of scaling up the total production to 500,000 units per year Pitch | June-July 2014

Continental GT cafe racer for US $ 5,999- a price cut of over US $ 1,000. With its dominance in India, which is already proved, the company is planning to expand in the overseas market including the Middle East, Africa and Latin America. Royal Enfieldâ&#x20AC;&#x2122;s biggest export market right now is the US where it ships around 600 bikes. In the last fiscal year, the company exported 3500 bikes out of total combined sales of 113,000 units. With a new plant in Oragadam near Chennai, Royal Enfield is looking at the possibility of scaling up the total production to 500,000 units per year. The brand has left no stone unturned to get a fresh start and at the same time not lose its loyal consumer base. With the launch of Triumph and the expansion plans of Harley Davidson, Royal Enfield needed to step up its efforts to deal with competition. n Pitch | June-July 2014

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THE RESURGENTS

Kashmir’s glow as a tourist destination remains untarnished Tourism is the mainstay of Kashmir’s economy after horticulture and handicrafts, two industries which again bank on tourism for their growth

ashmir Tourism has consistently dealt with one of the most challenging hurdles any business model has ever faced. Terrorism in Kashmir has been an ongoing problem for many decades but the tourism industry has remained undeterred. The year 2013 started on a positive note. In the month of January a record 75,000 tourists visited the valley but things slowed down after the hanging of Afzal Guru on February 9 with tourists cancelling their travel plans. The month recorded the lowest arrivals of 25,000 tourists, most of them having visited in the first nine days. Tourists anticipated the turmoil and as expected protests rocked the region following the execution in New Delhi. The highly controversial hanging was followed by

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protests leaving tourism in Kashmir once again in a state of disarray. However Kashmir Tourism’s plans remained unchanged and they continued with their strategic opening of Asia’s largest Tulip garden in 2013, which created a ‘feel good factor’. It prompted tourists to overcome the scare and flock to Kashmir. From March to April, the state received one lakh tourists

The strategic opening of Asia’s largest Tulip garden in 2013 created a ‘feel good factor’. From March to April, the state received one lakh tourists in the Valley

in the Valley. Tourism is the mainstay of Kashmir’s economy after horticulture and handicrafts, two industries which again bank on tourism for their growth. The number of international tourists has also increased after constant lobbying with the West to take Kashmir off the list of places their advisories warn against visiting. Credit must also go to the state’s Tourism Minister Gulam Ahmad Mir who has been out meeting groups of non-resident Kashmiris and asking them to become the state’s brand ambassadors and promote tourism. The efforts are bearing fruit. It has been reported that Australia, Austria, France and Italy have relaxed travel restrictions for Kashmir. Kashmir Tourism is also planning to increase engagement activities for 10 million religious tourists who Pitch | June-July 2014

visit the Vaishno Devi Shrine near Jammu and the Amarnath cave every year. Development of infrastructure is on the agenda. An investment in building hotels can give immediate employment and enhance the tourist experience in the valley. Government has identified places like Gulmarg, Srinagar and Pahalgam for rapid construction and according to officials almost 80 projects for budget hotels and tourist information centres have been completed in the last two years. Historical monuments like Hazratbal Shrine and Jama Masjid in Srinagar are also being renovated and these efforts are showing positive results. In 2013, more than 14 Lakh tourists visited Kashmir. The number of foreigners coming to the valley was more than 40,000 which was the Pitch | June-July 2014

In 2013, more than 14 Lakh tourists visited Kashmir. The number of foreigners coming to the valley was more than 40,000 which was the highest in the last 23 years

highest in the last 23 years of turmoil. Brand Kashmir has become a sought after tourist destination but an image building exercise along with friendly locals will help in sustained growth in the number of tourists. Aviation companies have already started reaping benefits of the increasing numbers. So far in 2014, the air traffic of tourists reported in the valley has been double that of last year and as a result, the air ticket prices have shot up to 20,000 from Rs.14000 of New Delhi to Srinagar, four times the price last year. Tourism can play a major role in involving the youth in productive activities thereby averting them from involvement in militancy under pressure. The outlook for tourism seems buoyant for the coming year and the state is geared up for the same. n

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Old Spice redefines masculinity Brand Old Spice has made a comeback having roped in the much sought-after model Milind Soman for a campaign that became viral on the web. The campaign underlined the masculine image of Old Spice and focused on its fragrance

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THE RESURGENTS

How Old Spice redefined an old man’s brand and the image of masculinity

t’s a satirical take on masculinity and has helped Old Spice come back to the Indian market in a big way. The brand has adapted the international advertisement to an Indian setting. P&G was on the lookout for a comeback strategy for Old Spice. For many, the first step would have been changing the logo but for Old Spice the logo did not change, the word ‘Old’ remained stiff, what changed was the experience. The brand Old Spice did not restrict itself to an after- shave lotion but soon released deodorants, soap and body spray. In 2012, P&G ended the ten year deal with Goa based Menezes Cosmetics for the branding and marketing of Old Spice. The parent brand realized it could do wonders by reaching out to 2 million retail outlets – one of the reasons for the success of Gillette. The male grooming market in recent times had seen a decline in demand for after shave lotions.

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The focus had shifted to shaving creams, body creams , hair gels and deodorants. Added to that was the increase in competition with several players having entered the Indian market. The last commercial for Old Spice in the 80s and early 90s was an international advertisement that showed a man surfing the waves with the music of ‘O Fortuna’ by Carl Orff. But then brand Old Spice faded away into the background for many years. P&G decided to cash in on the potential of the masculine image of the brand to make a strong comeback. In 2010, the social media campaigns done in the US starring Isaiah Mustafa resulted in a growth of more than 50 per cent for the entire product range. The brand’s Indian ad was made

The brand Old Spice did not restrict itself to an after- shave lotion but soon released deodorants, soap and body spray

similar to the international one in its message and treatment. Old Spice engaged the country’s first male super model Milind Soman to convey the message for the ‘smell mentastic’ campaign. The ad was launched on internet in October, 2013, featuring a shirtless Milind seated on a throne. It was made catchy with the text, ‘Dear Internet, I’m here!” and as soon as you clicked on the video Milind Soman in a towel, wearing a gold necklace said “Man”. He then talked about what it takes to be a real man. The world listened as Milind Soman claimed that only Old Spice could make him a real man. The brand Old Spice capitalized on its oldest attribute, the fragrance. The entire campaign and the series of ads that rolled out on television and became viral on the web, popularised the Mantastic Smell. Whether it was liked or disliked by critics and consumers became immaterial as the campaign was successful in creating the required hype for the brand. The sales went up for Old Spice. But what was more commendable was the way an old man’s brand redefined itself and masculinity. n Pitch | June-July 2014

Bottom of the Pyramid Pitch | June-July 2014

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Vi-Johnâ&#x20AC;&#x2122;s pricing strategy has made it a favourite with the masses From the beginning Vi-John shaving cream has successfully targeted the mass market and catered to the Bottom of the Pyramid where the consumers are price sensitive. Nearly 70 per cent of its sales come from tier 2 and tier 3 markets. Having established a firm presence among the masses, the brand is now branching out into new product categories

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The brand has made its products available to the Indian consumers at half the price of products offered by competitors

i-John, a home grown brand from the house of Maja Healthcare that claims to be the ‘largest selling shaving cream’ has an annual turnover of around Rs 250 crores. This figure might be overshadowed by the sky high turnover of brands from the house of HUL or P&G, but the fact that Vi-John has captured 60 per cent of the rural market and around 70 per cent of its sales are from tier 2 and tier 3 cities supports the claim of Vi-John of being the ‘largest selling shaving cream’. The existence of Vi-John group dates back to 1960, as a company which started with a small capacity of one industrial plant. It now generates products across various divisions like Shaving Cream, Toiletries, Perfumes/ Deodorants, Talcum Powders, Skin

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Care and Hair Care range. Over these 54 years the brand has expanded to a network of 2,500 distributors covering 300,000 retail outlets and has expanded its presence beyond India too. The current Chairman Bhupinder Singh’s father Suchet Singh Kochar laid the foundation for the business. After expanding to eight units around Delhi, the Delhi-based family started planning

Vi-John has captured 60 per cent of the rural market and around 70 per cent of its sales are from tier 2 and tier 3 cities supports the claim of Vi-John of being the ‘largest selling shaving cream’

for a larger expansion drive. Today, it has four manufacturing units in Baddi, HP that produce the cosmetics range. From the beginning Vi-John shaving cream has successfully targeted the mass market and catered to the Bottom of the Pyramid segment where the consumers are price sensitive. In fact, Vi John prides itself on its ability to keep the prices low.The brand has made a product available to the Indian consumers at half the price of products offered by competitors. Quite contrary to its competitors, the brand initially targeted salons and barber shops for distribution, which also contributed to the brand awareness quotient among the target group. What has also worked for the brand is their widespread distribution and propensity to offer discounts. The distribution ranges from Pitch | June-July 2014

northern India to the east and some parts of west India. The communication for VI-John products remained regional till 2009 when popular actor Bipasha Basu was roped in for Vi-John Feather Touch Hair Removal cream. That kick started a spate of celebrity endorsements. In the year 2011, the brand attracted eyeballs with its television commercial featuring Pitch | June-July 2014

Shahrukh Khan for its largest selling shaving cream. The product’s affordable price placed it at salons and even at street side barber shops and the celebrity endorsements added a layer of aspiration to the brand. Vi-John shaving cream has changed the way the rural Indian consumer shaved. The mission of the company is to make personal care products available to the remotest villages in the country and

The product’s affordable price placed it at salons and even at street side barber shops and the celebrity endorsements added a layer of aspiration to the brand continue to be known for their “value for money” products. They are also aiming for inorganic growth and are searching the market to acquire those brands that can take them forward. The next wave of growth in consumer products is expected from the tier 2 and 3 markets and Vi-John is already a huge player in these areas. 

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Riding through the ups and downs of the journey Hero Cycles has been an icon since 1956 and is currently one of the world’s leading cycle producers, with more than 100 million bicycles running on Indian roads

hen it comes to cycles, nothing beats the iconic black iron sturdy bicycle from Hero. The basic black bicycle remains the backbone, providing volume through its mass rural sales; not surprisingly, about 65 per cent of sales revenue has come from rural areas. Inspired by purchases of buffaloes in villages through financing, the world’s largest bicycle maker by volume Hero Cycles Ltd replicated the same for its products through micro finance firms to boost its rural sales. The company tied up with Allahabad-based Sonata Finance for financing bicycle purchases, under which the micro finance firm provided loans of Rs 100 per week to customers in the rural areas. Hero Cycles has been an icon since 1956 and is currently one of the world’s leading cycle producers,

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with more than 100 million bicycles running on Indian roads alone. With a modest start in 1956 as a small manufacturer of cycle parts, O.P Munjal Group steadily evolved into an integrated manufacturing engineering solutions provider, with a family of more than 30,000 employees, as many as 7,500 outlets and a total number of 23 companies around the globe. Hero has been the category leader and has

Hero Cycles entered the Guinness Book of World Records in 1986 for manufacturing the maximum number of bicycles

almost become synonymous with the category in these years. Hero Cycles entered the Guinness Book of World Records in 1986 for manufacturing the maximum number of bicycles. The top rank has since then been maintained by the company. Currently, the company is producing as many as 19,000 bicycles per day and exporting them to more than 75 countries worldwide apart from catering to the needs of the domestic market. Hero Cycles is now venturing into UK and US with premium technology products. Hero Cycles is also present in the super-premium category with its brand Urban Trail. Sprint and Urban Trail are strategically positioned in the top two highest growth segments and would be the key drivers in achieving Hero’s mid to long term growth and profitability plan. Pitch | June-July 2014

Urban Trail is a high-end bicycle which has been a major focus area for the company since its launch in 2012. The positioning has been deliberately kept “young” and “urban”, catering to the lifestyle consumer. Bicycling has been revolutionized of late with the entry of new players in the market. Cycling has become a favourite activity among the

Pitch | June-July 2014

The company also has the largest network of 2300 dealers and is known for its after sales service

health conscious urban Indians who like to cycle to destinations in order to be eco-friendly and fit. Cycling groups have become common in metros where a group of people come together to bond over a simple activity like cycling. Hero Cycles prides itself on catering well to the customer, having understood his choices and preferences. With time it has evolved to understand the needs of the new age consumer. The company also has the largest network of 2300 dealers and is known for its after sales service. The company has a dedicated R&D team that keeps track of the competitors’ products and tries to bring product differentiation and uniqueness to designs. With a clear focus on the youth, Hero Cycles looks set for the next phase in its success story. 

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Parle G brings back “pehle waali baat” for the masses The brand has met the need for low-priced and good quality glucose biscuits for price sensitive consumers

arle G, a pioneer in the market of glucose biscuits in India and an undisputed market leader in its segment has become a synonym for Glucose Biscuits. The brand has met the need for low-priced and good quality glucose biscuits for price sensitive consumers. The low priced Parle G has helped Parle become the first Indian FMCG brand to cross the Rs 5000 crore mark retail sales in a single year. Two value propositions have worked well for the biscuit. One is the affordability proposition and the other, its nutritional value. Parle G has always been positioned as a healthy and nutritious biscuit, providing wisdom and strength.

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Due to this positioning, it is not considered just a teatime snack. The brand targets the mass market and has a wide reach ranging from metros to the remotest and smallest of villages. It claims a market share of about 70 per cent in its category. Today, Parle is not only a household brand but a trusted name

The low priced Parle G has helped Parle become the first Indian FMCG brand to cross the Rs 5000 crore mark retail sales in a single year

in its category. In 2011, the market research company Nielsen published a report that revealed that Parle G had consolidated its position as the world’s largest selling biscuit brand.. This is not surprising considering that this biscuit is consumed for different purposes in different places. It is exported to Afghanistan, Bangladesh, Bhutan, Sri Lanka, Maldives, Nepal, the US, Europe and Africa. Though it is consumed by people of all age groups, the core consumers of the brand are children and the brand has been strategically positioned closer to them. One of the popular commercials ‘Roko Mat Toko Mat’ is targeted at children. The ad was built around the idea Pitch | June-July 2014

that there was no better school than childhood; and no better teacher than curiosity. The latest campaign for Parle G revolves around feelings of nostalgia and how the iconic Parle G can bring back the â&#x20AC;&#x153;pehle waali baatâ&#x20AC;?. The starting price of the product is Rs 2 and goes up to Rs 20 according to the packaging, which makes the product affordable. Parle has been able to maintain the low price for Parle-G due to its expertise in raw material procurement, transport and distribution channels. Since its inception, the brand is available in this price range and Pitch | June-July 2014

Parle has been able to maintain the low price for Parle-G due to its expertise in raw material procurement, transport and distribution channels

consumers have never witnessed a major price hike. For decades the biscuit was recognized by its yellow and white wax paper wrapping with the picture of a young girl. Launched way back in 1939, the glucose biscuit is now more than 80 years old and has witnessed generations of loyalists. Parle G, enjoys the advantage of being a pioneer and despite the intrusion of various other brands in this category, it remains a strong leader. Quality, nutrition, great taste and value for money have all worked in favour of this legendary biscuit brand. ď Ž

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Bandhan Providing banking services for the marginalised Bandhan is now eligible to provide all banking services to customers as against just credit services. Bandhan has become the first microfinance institution to have received a banking licence from RBI. It stands out for its contribution to developmental activities in the fields of health, education, employment and livelihood

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The main thrust of Bandhan is to work with women who are socially disadvantaged and economically exploited

he Reserve Bank of India recently granted “in-principle” approval for a banking license to Bandhan, the only microfinance institution that applied for a licence. This is a big achievement for the group which works to reach out to unbanked areas of the country. One big implication of the grant of a banking licence to Bandhan Financial Services on the basis of its 13-year record in micro-lending to the poor and disadvantaged is the likely impact on the nascent market for deposits in rural areas. Bandhan (meaning togetherness) was born in 2001 under the leadership of Mr. Chandra Shekhar Ghosh, a Senior Ashoka Fellow. The main thrust of Bandhan is to work with women who are socially disadvantaged and economically exploited. Bandhan works for their social upliftment and economic

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emancipation. To achieve the above objective, Bandhan is engaged in the delivery of microfinance services to the poor women. Bandhan has been engaged in the delivery of microfinance services for the last 13 years. The model followed is individual lending through group formation. All microfinance activities are carried under Bandhan Financial Services Private Limited (BFSPL), incorporated under the Companies Act, 1956 and also registered as a Non Banking Financial Company (NBFC) with the Reserve Bank of India (RBI). The microfinance operations started from Bagnan, a small village which is 60 kms away from the city of Kolkata. In 13 years, Bandhan has travelled a wide geography of 22 States and Union Territories with special focus on eastern and underdeveloped states of North East.

Bandhan’s commitment towards triple bottom-line values is strongly asserted by its intervention in development activities. It believes that Microfinance is not the last word for development of the poor. Aspiring for holistic development of the poor, Bandhan offers development activities in crucial fields of education, health, unemployment, livelihood and the like through its not-for profit entity. Besides, Bandhan also has a programme exclusively for the hard core poor (generally believed to be bypassed by microfinance). Over a short span of 13 years of operation, Bandhan has received various accolades for the efforts it is making towards women’s empowerment and poverty alleviation. These awards are not just mere awards but more of a motivation for the entire team to march ahead towards achieving its mission and vision. Pitch | June-July 2014

How Lifebuoy won over the consumer at the bottom of the pyramid Lifebuoy penetrated the market through its excellent distribution network and in 1980s became the largest selling soap in the Indian market

he birth of lifebuoy dates back to 1895 and for years it was branded as a carbolic soap with cresylic perfume, directly targeted to woo the bottom of pyramid consumers in India. For consumers in this segment, Lifebuoy became the health symbol. Lifebuoy penetrated the market through its excellent distribution network and in 1980s the brand became the largest selling soap in the Indian market. The real deal for any brand to become successful in the bottom of pyramid market is their pricing strategy and HUL nailed the market with the most affordable pricing for brand Lifebuoy. The brand continued to introduce small pack sizes and focused on the consumers living under US $ 1 per day. In 2003, Lifebuoy’s brand managers made another move related to pricing, by making Lifebuoy available at a Pitch | June-July 2014

basement price of Rs 2 at the retail level. At the same time the soap continued to redesign its shape and size according to consumer preference, in the bottom of pyramid market. More than 100 year old brick shaped rose pink bar was given a new shape for a better grip. Today Lifebuoy is available in 38 gm stock keeping units that cost Rs 5 in the rural hinterlands of India. For the bottom of pyramid consumers, Lifebuoy was the best available option to address their germ protection and cleanliness issues. The soap brand did revamp its look and feel and tried to capture the premium market segment but their campaigns continued to keep a strong focus on luring and spreading awareness among the masses. Lifebuoy’s jingle ‘Lifebuoy hai jahan tandarusti hai wahan’ still retains a nostalgic value in the minds of

millions. In 2002 HUL noticed that in rural areas women had begun to play an increasing role in purchases and the messaging needed to change from masculine hygiene to another wider one. Lifebuoy’s strategy was changed and germ protection became the centre of their brand communication and how fitness was important to prevent illness. Besides this, Lifebuoy’s other campaigns have always revolved around engaging and creating awareness in the minds of the bottom of pyramid consumers. Lifebuoy started ‘Help A Child Reach 5’ campaign through which it focused on the village of Thesgora in Madhya Pradesh, in order to spread awareness about hand washing. It was kicked off with a three minute long film on YouTube which became viral and for the first time brand Lifebuoy came out with a video without a doctor in it.  155

COLUMN : ANNURAG BATRA COLUMN ANNURAG BATRA

Pitch showcases 50 Success Stories Annurag Batra

Chairman & Editor-in-Chief, Pitch Magazine abatra@exchange4media.com @anuragbatrayo www.facebook.com/anuragbatrayo

very year, 50 brands make it to the Pitch Top 50 Brands list in 10 categories. Brands are judged in their entirety and given a place on the list once the jury gives a nod. This year too, the brands were carefully selected for the work they had done, the difference they had made to society, how effective they had been in their communication. There were some predictable brands on the list and some that came as a surprise. Leading the show was e-commerce brand Flipkart that was declared ‘Brand of the Year’, having been a newsmaker the whole of last year. The Flipkart story carries valuable lessons for marketers and the brand is sure to remain in the news for some time. It is being keenly watched by competitors, consumers and critics alike. This year saw some interesting categories added to the list. ‘Master Connectors’ are those brands that have managed to establish a strong connect with their target group, not just through their product attributes but also through effective marketing campaigns and messaging. Brand ‘NaMo’ was a clear favourite with the jury as was the mobile brand Micromax. Idea mesmerised the consumers with its social messaging and hummable advertising campaigns, while Chhota Bheem had clearly stolen hearts with his mischievous appeal. The category underlined the fact that brands needed to learn the art of effective communication and catch the attention of the consumer in

Lists such as Pitch Top 50 are a challenge for brands, propelling them to excel and surpass contemporaries 156

a multi-screen era. The TechnoCats are those brands that have built a business on the basis of their technical prowess. Quite expectedly, Google and Facebook turned up in this category for their superior product offerings based on technical wizardry. But apart from these were brands like Olx that have used technology to leverage themselves, staying ahead of competition through appropriate application of web technology.It has created a completely new marketplace altogether creating an online C2C marketplace. It is now also focusing on the mobile internet space. Mention must also be made of two unique brands that have made it to the list of Globetrotters. ‘Bollywood’ and ‘Indian Manager’ are worthy candidates that made it due to their global appeal. They have become global entities with a defined personality. They represent India to the world and can be found in most countries. They rubbed shoulders with brands like Infosys, Kingfisher Beer and Tata in this category. The resurgent brands were fascinating case studies in themselves. Each name on the list has been chosen after careful thought and discussion by the jury which was headed by Social Commentator and Columnist Santosh Desai. Each year, the list is growing in importance and authority. The depth of research that precedes the jury meet lays the foundation for a very balanced and fair outcome. It’s an opportunity for brands to see themselves and each other for what they are. Lists such as Pitch Top 50 are a challenge for brands, propelling them to excel and surpass contemporaries. The year 2015 will see many more names and many more success stories.  Pitch | June-July 2014

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