What’s Next for Connected Devices? - DDB Mudra...

Editor - Pilloo Mullan | Editorial Team - Neeti Nayak, Siddharth Raman and Dipaali Bhosle | Cover Design - Hitesh Harish, DDB Mudra South |

Design Consultant - Pradeep Debnath, Interbrand India | Artwork & Print Production - Chandrashekhar Deshmukh, Gutenberg Networks India

What’s Next for Connected Devices?

The idea of connected living is frequently associated with simplifying our

lives through streamlining our devices. As people continue to search for

ways where connected devices truly have a meaningful impact there is an

inherent drive to move beyond simplification to meet deeper human needs,

such as protection and assistance within our daily lives. Considering this,

the next wave of connected devices will help us to address issues

pertaining to physical health, mental well-being, as well as safety and

security.

Here are some of the latest devices: Cuptime, out of China, is a smart cup

that allows consumers to track their hydration levels. The plastic cup con-

nects wirelessly to a cellphone, allowing consumers to monitor their water

intake based on their height and weight.

Vigo is a wearable device that tracks alertness through blinking and body

movement, which syncs the data to a mobile app. When Vigo detects

tiredness, it “nudges” the wearer via customizable smartphone settings,

including gentle vibrations and energizing audio tracks.

Toymail, recently featured at NY Tech Day, is a range of talking toys that

allows parents to stay in touch with their kids when traveling. The Wi-Fi

enabled “Mailmen” syncs with an iOS app that allows parents to record

and save voicemail messages, which are played through the toy in each

character’s voice.

Implications: Each of these products as well as a number of others, like

Nest, make it clear that the next phase of connected living revolves around

helping consumers enhance their lives.

Last Word

ContentsBest of DDB MudraGood Knight Xpress System7 UpPeter EnglandTTK PrestigeMcDonald’s IndiaLinen ClubCycle AgarbathiesVolkswagenDabur Pudin HaraBoomer

Madhukar’s Message

The Four Freedoms

0101 21 - 2321 - 23

Global ConnectGlobal Wins

Victory at Cannes

Mumbrella

DDB Group Management Conference

Amir Kassaei at Mumbrella & Cannes

Bill Bernbach Grand Prix Award 2013

Best Global Green Brands 2014

02 - 0702 - 07

The HighlightsYouth Pulse launched

Dabaa Ke BajaaIndia's First Voters’ Party

Championing the cause of BehrupiyasCenturyPly features Nana Patekar

Rahul Bose in Livon Hair Gain ad

Spider-Man - Unleash the B’lue

Lipton Green Tea shopping experience

Surprising the Mothers

MICA tops

Gutbandhan

DDB Voice Rolled Out

Bernbach Fridays

New Joinees

08 - 1608 - 16

1717 Thought LeadershipSonal Dabral

Vineet Gupta

18 -18 - 2020 Best of DDB WorldwideSKYTV Games of Thrones

Smithsonian’s National Zoo

Johnsons’ baby

Unilevers

Greenpeace

Volkswagen

Neutrogena

Community Chest

McDonald’s

BIC

Know MoreImpact of Merchandising at POS

Media Spotlight3232

Guts & Glory28- 2928- 29

30-3130-31

Last WordWhat's Next for Connected Devices

IBCIBC

View from the Top

Chandru Kalro

Kedar Apshankar

24 - 2524 - 25

Special Feature

22feet Tribal Worldwide

26 - 2726 - 27

HotStuff Book Issue (Cover Inside Front Back)Open Size : (W) 472 X (H) 345 mm


Madhukar KamathGroup CEO & Managing Director DDB Mudra Group

The Four FreedomsWhen Keith Reinhard, Chairman Emeritus of DDB Worldwide was asked what inspired him to write the Four Freedoms, he recalled that when DDB Worldwide was created, the question arose as to what the core values of this new global organization were to be. Since no one could improve on the insights into creativity provided by Bill Bernbach, it was decided to honour his philosophy and to set up some metrics for creativity.

Accordingly, three metrics were laid down for the global organization -

1. Are you seen as the most creative shop in your market?

2. Are you doing the most creative work in your product categories?

3. Are you the place where the most talented creative people want to work?

From this, flowed DDB’s core values of Creativity and Humanity. And, since talent is the ultimate resource of any creative enterprise, an organization committed to creative achievement would first be an organization committed to the identification and nurturing of talent.

Talent is rare, hard to identify and only moderately useful in its raw state. Like plants, talented people need to be nurtured not instructed or commanded. To realize its full potential, those responsible for the success of the organization must provide talent with an environment that encourages creative pursuits. The most important element of such a talent-friendly environment is the presence of freedom.

We at the DDB Mudra Group have adopted the core values of Creativity and Humanity and strive to provide four freedoms to each individual within each agency’s structure. These four freedoms are as follows:

THE FREEDOM FROM FEAR

Talent freezes in the grip of fear. The creative mind shuts down, constricting the natural flow of ideas. Fear is paralyzing beyond reason.

It is not the truth that people fear. Fear results from not knowing the truth. Fear is created by motives that are suspect, by decisions made in secret for which the basis is not fully disclosed, and by the arbitrary use of power by those who control an idea’s destiny.

Fear is created by intimidation. Management by intimidation has no place in our organization.

THE FREEDOM TO FAIL

It is in the very nature of creative talent to venture beyond the known — to poke into the unheard of — to pick through scary places untrod by conventional minds. Because there are no assurances that such creative forays will succeed, the explorers must be granted the freedom to fail in order to sustain their desire to venture forth again.

It is the job of management to first point talented people in the right direction, then judge the value of their discoveries. But, if the quest for the new is

responsible and intelligent, talent must not be criticized for daring to fail.

THE FREEDOM FROM CHAOS

A degree of healthy ferment is required in any creative organization. But talent flounders in the chaos of uncertainty caused by management indecision, inconsistency or vacillation. Talent requires benign discipline.

The talented mind may seem erratic, but it welcomes an understanding of responsibilities that is clear, yet roomy enough to permit the floating dream.These responsibilities must be well understood and freely agreed to by all parties before an individual joins our organization. Once committed, all parties must live up to the agreement. It is particularly important that all management actions and communications be consistent with the understanding.

THE FREEDOM TO BE

The first priority of an organization that depends on its people for success must be the well-being of every individual. Each has a right to be treated with dignity, to be encouraged and supported in his or her ambitions for higher achievement, and, to the extent possible, to be provided with a place where a career can grow in the direction of the individual’s own choosing.

But beyond providing for professional growth, talented people must also be allowed to enjoy a life in which there is time for personal fulfilment, and for laughter and love and celebration.

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HotStuff Book Issue (Page 1)Size : (W) 235 X (H) 345 mm

Global Connect

2


Victory at Cannes

Once again, DDB Worldwide was among the top three most-awarded networks at the Cannes Festival, its haul including 4 Grand Prix, 17 Gold Lions, 20 Silver Lions and 46 Bronze.� �London office adam&eve DDB were the stars of the week and were named Cannes Lions�Agency of the Year. Their Harvey Nichols “Sorry I Spent It On Myself” was the most-awarded campaign with 12 winners: 4 Grand Prix, 5 Gold Lions, 1 Silver and 2 Bronze.��DDB EMEA was named Cannes Lions�EMEA Regional Network of the Year�and was its most-awarded region. DDB Latina had a banner year with 24 total Lions. APAC and North America contributed 16 and 10 Lions to the count respectively, and each finished third in their Regional Network of the Year rankings.�

McDonald’s scooped the coveted Cannes Lion Creative Marketer of the Year. This award honors clients who embrace and encourage creativity from their agencies and have distinguished themselves by inspiring innovative marketing of their products around the world and across multiple platforms. Said Steve Easterbrook, Senior Executive Vice President and Global Chief Brand Officer of McDonald’s, “McDonald’s is honored to be named Creative Marketer of the Year. This award recognizes the enduring and inspiring relationships we have with our agencies around the world. It’s a nod to our creative heritage and the power of the brand to connect with customers around the world with a local accent. Our restless energy moves us to uncover new ideas, and pursue excellence in insight, positioning, idea and craft. The honor of winning Creative Marketer of the Year at Cannes Lions recognizes the hard work of many people throughout the McDonald’s system.”

In the Films category, DDB took home 15 awards, including the Grand Prix.�

Keith Reinhard led a weeklong class on storytelling for Young Lions and Ben Priest of adam&eveDDB presented their John Lewis case history as part of the Storytelling Academy. Diane Jackson, head of Integrated Production at DDB Chicago spoke on “The Intersection of Creativity, People and Brands on Instagram,” a panel discussion sponsored by Omnicom and Instagram and Juan Carlos Ortiz, President of DDB Latina was featured in the McDonald’s panel discussion on building client relationships.

The Cannes Lions also held its first-ever Lions Health Festival, a two-day event focusing on creative excellence in pharma, healthcare and wellness communications. DDB Canada Toronto was awarded one of only 66 Lions, bringing home a Silver in Pharma for Cialis. TNA DDB Egypt won Bronze for their Eva Pharma campaign at the Lions Health Festival.

Global Wins

ADAM&EVE DDBLONDON

AGENCY OF THE YEAR

DDB EMEA

REGIONAL NETWORKOF THE YEAR

87 LIONS4 GRAND PRIX17 GOLD20 SILVER46 BRONZE304 SHORTLISTS


Global Connect

DDB Beijing beats four finalist teams in inaugural Torch Awards

DDB Sydney awarded best radio ad of the year

DDB Beijing was the grand winner of the New York Festivals 2014 Torch Awards, a competition designed for young creatives from around the world who are 25 or under. The winning team consisted of three former DDB interns who stayed on after their internships last summer: copywriter Lucia Qiu, designer Rundong Liu and account executive Soup Tang. The young trio, also the only shortlisted team from China, honed their presentation for non-profit organization Road Recovery with the campaign idea 'When We Were Young' together with mentor Chris Kyme.

Volkswagen’s ad promoting its Fatigue Detection Technology won the 2014 Gold Siren

award for the best radio ad of the year. Entitled ‘Road’ the 30-second ad was written by

Jim Curtis and Ryan Fitzgerald from DDB Sydney. The spot also grabbed two Silver

Siren awards for winning the single and craft categories.

3

Mumbrella

For the second consecutive year, DDB Asia Pacific Group won Mumbrella’s Asia Pacific Creative Network of the Year 2014 award on 5 June 2014 in Sydney. The award was won on the basis of the regions achievements over the last 18 months, its journey of success and evolution over the past seven years and its progressive creative technology. DDB Melbourne was awarded Mumbrella's 'Ad Campaign of the Year' award for Devondale. The work also recently won AdNews' Ad Campaign of the Year award. The RAPP Australia team won The Live Pitch at Mumbrella360 – responding to a brief challenging them to use Australian film and television as a driver for international tourism.

Alma is Most Awarded Agency at Latin BillboardsAt the 25th Anniversary Billboard Latin Music Conference and Awards, Alma was the most awarded agency winning two awards at the Billboard Latin Music Marketing Awards, powered by the CLIO Awards.

The agency won Best TV Campaign for McDonald’s “Concert Rooftop”. The Best Digital Campaign was awarded to State Farm’s “Fan Pass 2”, featuring Latin music artiste, Prince Royce.

In addition to the two awards, Alma also placed as a finalist in the radio and integrated campaign categories with their execution for Florida Blue, “Here for You”.

DDB Canada Edmonton is Most-Awarded Agency at the ACE AwardsOn 5 April 2014, Edmonton’s marketing and advertising community celebrated the 35th annual ACE Awards, a regional awards program that showcases outstanding creative work and recognizes exceptional entrepreneurial spirit in the industry.

DDB Canada Edmonton walked away with two prestigious ACE Awards and 17 Awards of Distinction, and was the most-awarded agency at this year’s competition. The agency’s creative communications work for seven clients in 14 different categories was honored at the show.

DDB South Africa’s McDonald’s Kid’s Birthday Parties campaign was named Ad of the Year by the South African Creative Council. Beautifully crafted off a timeless insight, the campaign is a follow up to the original Kid’s Birthday Parties work, which earned DDB Cannes Gold in 2012.

DDB South Africa’s McDonald’s Kid’s Birthday Campaign named Ad of the Year

DDB & Tribal Amsterdam proclaimed Agency of the Year at Spin Awards

On 17 April 2014, DDB & Tribal Amsterdam was named Digital Agency of the Year at the annual Spin Awards. The agency took home six out of the 15 Gold awards for its work for clients KLM and Adidas.

adam&eveDDB earns Top Marks in Campaign Magazine School Report

Global Connect

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DDB California wins Best Multi-Format Campaign at OBIE AwardsOn 8 April 2014, at the 72nd annual Outdoor Advertising Association of America (OAAA) OBIE Awards in Orlando, Florida, DDB California took home the award for Best Multi-Format Campaign and a Gold OBIE in the Consumer Goods, Services, and Retail category for their “Bleach It Away Las Vegas” campaign.

DDB New York named Design Agency of the Year at YoungGuns Awards 2013

YoungGuns Awards (YGA) announced that DDB New York has been named 2013 Design Agency of the Year. Overall, the agency earned 14 Bullets for clients such as New York City Ballet (NYCB) and WATERisLIFE, winning a range of awards in almost every category in the international competition. Additionally, YoungGuns Talent Rankings named five DDB New York employees among the industry’s rising stars and top talent of 2013 on a global level, including Assistant Producer Nina Horowitz, Editor Alec Helm, Graphic Designer Brian Gartside, Art Director Joao Unzer and Copywriter Rodrigo de Castro Silva.

DDB California’s campaign wins Ogilvy Award in Advertising Research

On 25 March 2014, the Advertising Research Foundation (ARF) revealed the winners for the prestigious David Ogilvy Awards for Excellence in Advertising Research. The Grand Ogilvy Award went to Reddi-wip for the "Unleashing the Joy of Reddi-wip and Fruit" campaign created by DDB California.

adam&eveDDB named Agency of the Year by British Arrows Awards adam&eveDDB was named Agency of the Year at the annual British Arrows Awards on 27 March 2014 . Marmite’s “Rescue” won two Gold and one Silver award, making it TV commercial of the year. Harvey Nichols’ “I Spent it on Myself” won one Gold and four Silver. John Lewis’ “Bear & Hare” won one Gold and three Silver. Volkswagen won five Silver for “Baby” and “Tall Girl”.

DDB Helsinki receives Gold for McDonald’s at Vuoden Huiput AwardsAt the award gala for Vuoden Huiput in Finland, DDB Helsinki took home a Gold award in the Print category for McDonald’s “Breakfast”. The agency also received a special award in Film/Moving Picture for McDonald’s “My Burger”. Additionally, McDonald’s was named Client of the Year.

DDB & Tribal Amsterdam succeed at the Art Directors Club NetherlandsDDB & Tribal Amsterdam received seven Art Directors Club Netherlands (ADCN) Lamps at the recent awards presentation in Amsterdam. In total, the agency took home more Lamps than any other agency.

adam&eveDDB scored top marks with nine out of a possible nine in the 2014 Campaign magazine School Report. The success was attributed to new business wins including SSE and Sony Mobile, work for clients including John Lewis, Marmite and Phones4U, and awards recognition such as the Effectiveness Lion for John Lewis at the Cannes Lions International Festival of Creativity.

Global Connect

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DDB Group Management ConferenceIn the third week of May 2014, the DDB Group Management Conference, titled “Imagine. Inspire. Influence.” was held in

New Orleans. A range of DDB Group speakers from around the globe discussed the power of influence. Influence that creates

possibilities. That creates growth. And that can change the status quo. Creativity is the most powerful force in business. Emotions

are the most powerful force in life. Creativity influences emotions.

Summing up the future, Chuck Brymer said, “Today we sit at the intersection of humanity, creativity and technology. It is an exciting

time with enormous potential for brands and their future. With our legacy, there really isn’t any company that has the creative

permission to drive this future better than DDB.”


Global Connect

Amir Kassaei at Mumbrella 360: Influence

Celebrated creative Amir Kassaei, the global Chief Creative Officer of DDB Worldwide opened the second day of the Mumbrella360 conference on 5 June 2014 in Sydney with an address that argued that influence is the only thing that really matters to brands.

The speech marked the first on stage appearance in Australia by the New York based Kassaei. It was also the first time that the Cannes regular delivered his provocative new presentation on brand influence.

According to Kassaei, we are not creating ads. We are not creating clicks, or Likes or impressions. They are useless. We are creating influence in the world. And, influence is the only thing that matters to a brand and only influential brands are relevant as they change the way people think, live and behave. Influence shapes society, impacts culture and adds value to people’s life.

Bill Bernbach Grand Prix 2013 award goes to DDB DM9 JaymeSyfu for TXTBKS

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The Bill Bernbach Grand Prix award 2013, which is given to the agency for the best idea across all categories was awarded to DDB DM9JaymeSyfu Philippines ‘TXTBKS’ for Smart Communications. DDB’s global jury judged 378 of the network’s best ideas of the year and selected 115 nominations across 13 media categories.Amir Kassaei, Chief Creative Officer, DDB Worldwide said, “This innovative idea is a true example of the current intersection in our industry between technology and our core values of creativity and humanity. By looking at the

problem differently, the team saw mobile phones not as device, but as a way to deliver something meaningful to people and change lives for the better. Their creative use of technology redefined what a mobile solution could be. As Bill Bernbach said, “Execution becomes content in a work of genius.” DDB DM9JaymeSyfu Philippines ‘TXTBKS’ initiative for Smart Communications has been highly commended at awards shows across the world, winning top awards Cannes Lions, Spikes Asia, the International AME awards, to name but a few.

The Cannes Film Lions Jury headed by Amir Kassaei

On 24 June 2014, Interbrand & Deloitte launched the Best Global Green Brands 2014 report and, for the first time in the report’s four-year history, there was a new #1 brand: Ford. The report was based on data analysis, insight and interviews to determine the 50 Best Global Green Brands for 2014.

According to Jez Frampton, Global Chief Executive, Interbrand, “The dive into the data has shown that the search for new, more sustainable models, solutions, methods and materials is accelerating. And it’s no wonder. From disappearing rainforests to melting ice sheets, from people living without electricity to food and water scarcity, it is becoming increasingly clear that ‘business as usual’ is not the path forward.

The path forward demands a radical shift in our priorities, in our ways of producing

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Global Connect

Best GlobalGreen Brands 2014

2014 Rank Brand Brand Sector Gap Score

1 Ford Automotive +3.2

2 Toyota Automotive +0.3

3 Honda Automotive +1.8

4 Nissan Automotive +6.6

5 Panasonic Electronics +13.9

6 Nokia Electronics +19.0

7 Sony Electronics +10.7

8 adidas SportingGoods +6.1

9 Danone FMCG -1.3

10 Dell Technology +6.9

Jez Frampton, Global Chief Executive, Interbrand

cities, to revolutionizing everything from

agriculture to packaging—cannot

succeed without the help of everyone.”

In conclusion, he voiced the hope that

these 50 brands—and the insights

shared by leaders at Interbrand,

Deloitte, other corporations and

non-profits alike—would inspire all to

work toward building a more

sustainable business, fruitful

partnerships, and a better world.

Rememberthe futureis oursto invent.

and consuming, as well as the values

that have structured our societies. It

requires innovation. It requires

leadership. It requires courage. And it

is an incredible opportunity—to think

more creatively about how to sustain

the world we love.

But more than anything, it requires

cooperation. The kinds of efforts global

companies are undertaking—from

building cleaner cars and smarter

The Top 10 Best Global Green Brands 2014

The Highlights

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DDB MudraMax launched its 'Youth Pulse', an insight into the India's extremely diverse and continuously evolving Urban Young. The weekly report features upcoming trends, analysis of specific consumption habits, hot topics in campuses, insights on products/ brands and much more. The aim is to help brand managers and agency planners to listen in to what’s the latest, as well as give access into the minds of this target group. Its youth marketing division will use its extensive network of student brand managers across Mumbai, New Delhi, Bangalore, Chennai and Kolkata to source the data.

Youth Pulse launched

Red FM 93.5 joined hands with the Election Commission to urge people to vote in the last General Elections and increase the voter turnout. The radio station launched a campaign, ‘Dabaa Ke Bajaa’, which urged first-time voters to come out and press the voting button. This mega election awareness campaign, conceptualized by DDB MudraMax was run successfully through the entire duration of the elections to reach out to the maximum audience.

Dabaa Ke Bajaa

While Mumbai voted on 24 April 2014, DDB MudraMax and Thincquisitive Foundation celebrated democracy, by hosting India’s first ever Voters’ Party at Hard Rock Cafe, Andheri, Mumbai. Being a Voters’ Party, only people who had voted, by showing proof of the Black Dot, could enter. The hosts screened the IPL match followed by live performances by Anushka Manchanda, Spud in the Box and Vasuda Sharma.

DDB MudraMax throws India’s first ever Voters’ Party

For the outdoor leg of this campaign, DDB MudraMax installed huge hoardings in five busy and important locations of New Delhi, Mumbai, Ahmedabad, Kolkata and Pune. These hoardings had integrated digital LED pledge-meters, which reflected the number of people who had pledged to vote. These numbers kept changing in real-time, and were cumulative of the number of pledges received on SMS, calls, Facebook application and the tablet application that volunteers took to people.

The digital hoarding and the pledge-meters proved to be highly successful in getting people to pledge to vote, and in reminding them of their responsibility till D-day. Yet another remarkable innovation from DDB MudraMax.

The first topic was "Rise of the Green Tribe" which focused on understanding the sudden rise in Marijuana consumption among youth born post 1988 and what this trend tells us about them as consumers and as trendsetters of modern society. The report is to be updated every Monday and will be available to all. Operation Black Dot’s aim was to bring

about a shift in the way politics is perceived in India by making it more engaging and inclusive. Open hangout sessions were held, at regular intervals with eminent political leaders, journalists and economists such as Priya Dutt, Ajit Ranade, Aarthi Saathe, Mahrukh Inayet, Sanjay Jha, Milind Deora, Laxmi Narayan Tripathi, where a number of topics were discussed such as Section 377, political ideologies, money spent on political campaigns, etc. The youth were tuned in, by volunteers who visited colleges across Mumbai, and helped students get their voters’ ID and also answered all queries they had on any subject. Apart from this, Vishal Dadlani, Purab Kohli, VJ Jose and Anushka Manchanda were roped in to spread the word and get as many youngsters to vote by tweeting and posting messages about #OBDIndia on their Twitter and Facebook pages. On 23 April 2014, Tata Nano Twist helped promote the initiative by supplying six cars and four bikes that went all around the city, encouraging people to vote, the next day. The team also took to outdoor for the final leg, by asking Sachin Tendulkar and Shah Rukh Khan where they’re going to be on voting day. Not only was this an incentive for the disinterested voters to go out and vote, but was an excellent way for them to celebrate their vote and consequently democracy. From getting MPs on bean bags to breaking down complex political concepts into quick fun videos, the team did it all to ensure that the TG found such discourse interesting and engaging.The team of 100+ volunteers who were mainly students themselves did a great job in engaging their peer groups for this cause.

The Highlights

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Rupesh Sahay, Senior Creative Director (Art) in DDB Mudra North received the Best Film on Art & Culture (non-feature film category) award on 3 May 2014, at the 61st National Film Award from the Hon’ble President of India. He won the award for his short film titled "The Lost Behrupiya" for which he was the producer, co-director and concept writer.Rupesh started working on this concept four years ago. “Behrupiyas have been a part of the fond memories I have of my childhood. We would see them performing on streets, at weddings, dressed as different characters each time. These performers were immensely talented. They were the first actors and actresses of our society and were also their own make-up artist, costume designer, dialogue writer. They would pick up stories from Indian mythology, blend in their own ideology giving the tales a spin,” he said.He rues that this ancient art form of the Indian sub-continent, is fast eroding from our memories. Eager to do his bit in giving it a new life, he collaborated with Hollybull Entertainment, Director Sriram Dalton and actor Ashraful Haque in 2010. That’s when the idea of this film took root. He received good encouragement and

Championing the cause of the Behrupiyassupport from McCann Delhi where he was working at the time the film was made.In today’s times when there are so many forms of entertainment, all available at the press of a button, Behrupiyas don’t stand a chance to win any patrons. This film brings forth the current state of this art form in the country. The younger generation is exposed to many different cultures and art forms of the West. But sadly, they are ignorant of their own legacy. According to Rupesh, the Behrupiya project doesn’t end with just a film. The aim is to popularize this beautiful interactive art at a global level. And chiefly, to get the Behrupiyas a better earning. The National Award gives them a new momentum and boost. Like a nod indicating they are going the right way.The film has also won laurels internationally. It won Merit Award at the Indie Fest California and has been nominated at the Golden Egg Film Festival Mexico for the Best Documentary Film and the Best Hair and Make-up.The film is a culmination point for some great talent. From the lead artist Asraful Haque to Varun Katyal and Rupesh

Sahay as Creative Directors. It has music directed by Vijay Varma and singer Megha Sriram Dalton has lent her voice to the songs. The dialogues have been written by Rishikesh Yadav, and the Cinematographers are Kailash Parihar, Ankur Rai, Saket Saurabh. Anup Motilal, Veenit Bihari, Ravi Shankar Singh and Kutub K are the make-up artistes. The film has been processed at Silverdrops Studio (Mumbai).

The Highlights

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Indian actor Rahul Bose starred in a new campaign for hair fall treatment Livon Hair Gain. The campaign used the sands of time as a metaphor for the ageing process and the inevitability of hair fall. Since Rahul Bose is known for espousing genuine causes, he was the perfect celebrity to make the point about using Livon Hair Gain before it is too late.

Rahul Bose stars in Livon Hair Gain ad

CenturyPly launches a playful series of TVCs featuring Nana Patekar

CenturyPly launched a series of new TVCs featuring Nana Patekar with the tagline – Khushiyon ka Rangmanch, created by DDB Mudra West.

For the past six years the brands core proposition has been that of structural strength with TV campaigns highlighting the core functional benefits of strength and durability of CenturyPly products. This was brought alive by the brands tagline - Sab Sahe, Mast Rahe.

In 2014, there were two clear challenges before the company. One, in an influencer driven category where the consumer has minimal interest and say in the final product that is bought, the brand had to create affinity and hence, preference for itself. Two, while the brand’s structural strength narrative was working well, it was not relevant for their other products like laminates and

veneers which are driven more by their aesthetics.

The idea was to emphasize that CenturyPly is not just creating commodities, but is in the business of creating spaces and home solutions through its products - plywood, laminates and veneers - surfaces which

are witness to everyday moments of joy and happiness. We remember the jokes, the laughs and the singing, but tend to take for granted the surfaces that enabled these moments of togetherness. They are the stage where life’s happy moments play out, and hence the baseline: Khushiyon ka Rangmanch.

The Highlights

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‘Spider-Man : Unleash the B’lue’ a game created to achieve consumer engagement for B’lue by RAPP India. The game crossed one million downloads in just 45 days! This is the highest number of downloads recorded by an Indian brand game, ever.

The game involved Spider-Man collecting bottles of B’lue to save the city from running out of B’lue - the fruity and stimulating drink. It featured super bolts of lightning caused by the super-villain Electro to fill up the city skyline and when hit by the web, caused the player to lose a life.

To regain a life, the player was required to collect 20 bottles of B’lue! While the game was built for the PC also, the big 'Play' was on the Android version (available on the Google Play Store) considering the growing usage of smartphones in India. The best part about the�Spider-Man – Unleash the B’lue�game was the seamless and strong B’lue brand integration while delivering a highly engaging game play using Spider-Man.��

Spider-Man -‘Unleash the B’lue’

To drive the penetration of Lipton Green tea bags amongst health conscious young men and women Tracy Locke positioned it as an additional beverage for consumption during the day. When the team conducted a survey they found that the consumer was not sure where to buy and how to select on shelf when all tea products look the same. So the challenge lay in persuading shoppers that green tea is good value/worth the price. To reach the thought to mass, Tracy Locke took the route from mass, i.e., TAPRI. They conducted a daylong session and shortlisted five concepts. The key visuals were also based on these concepts like Go green; Healthier

A new shopping experience forLipton Green Tea

According to the Pundits of the gaming industry – there has never been a branded / brand integrated game from India which has seen

more

downloads. It has

consistently

been the

number one�

game-app

created for

Spider-Man

on the

Google Play Store. The Top free

download apps at #31. And, it achieved

47,350 hours of game play in

1.5 months.

Commenting on the campaign,

Tarun Arora, Country Head, Danone Narang Beverages, said, “The association of B'lue and the Amazing Spider-Man 2 has been a phenomenal success, with the game having significantly surpassed all benchmarks in the branded games category.”

lifestyle; Light & active; Healthier uplift and Zero calories. Here the task was to capture attention, connect with the consumers’ mindset and make it easy for them to commit to the brand. The team created FSU Creative, End Cap Creative, Shelf Strip, and Parasite depending on the insights from consumers’ feedback.

The team also conducted Lab research for three days and everyday seven people were interviewed. A post- purchase, in-depth interview was conducted that provided insights on the creative and the elements which the team had installed. The team worked on the findings from research and worked on how to place the product in a

cluttered environment. Tracy Locke worked out the final creative elements which included Parasite, Front cladding, End cap and VisiCube.

The Highlights

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On Mother's Day, the DDB Mudra Group surprised the mothers of employees, with a campaign spread across online, SMS and OOH platforms.

For the online campaign, employees sent in pictures of themselves with their mothers. More than 90 pictures were put together to make a collage, which was put up as the cover/display image of DDB Mudra Group's Facebook, Twitter and LinkedIn pages. Every two

hours, a collage of 5-7 pictures, with personalized messages from the employees to their moms, were posted on all three platforms. Employees sent a text message in less than 100 characters, which was delivered by the DDB Mudra Group, via SMS, to the mothers' mobile numbers.

The outdoor campaign was directed to mothers who don't live in the same city as their children. OOH hoardings/ billboards were picked in Kanpur,

Jharkhand, Guwahati, Gangtok,

Kozhikode, Coimbatore, Baroda and

Nuvem (Goa) and carried a special

message of thanks from the

DDB Mudra Group.

Promoters picked up moms from the

cities, and brought them to the location

of the hoarding. They had no clue about

what awaited them! Their reactions

were captured and put up on

DDB Mudra Group's social media pages.

The Highlights

13


MICA also won the top prize for 'Media' education (across all communication disciplines). The awards were part of the second edition of education fair ‘The Edutainment Show’, organized by Event Capital and Laqshya Media.

The results were based on evaluation by a jury of industry practitioners, chaired by Dr Bhaskar Das, Group CEO, Zee Media Corporation. Parameters for evaluation included performance of two years, infrastructure, global affiliations, syllabi, alumni and network.

MICA was adjudged the best advertising and media and communications B-school in India in the second edition of the Edutainment Awards. MICA was chosen for the award from among India's top colleges like St Xavier's, IIMC, Jamia Millia Islamia, and NIFT.

The criteria for evaluation included the institution's performance over the past two consecutive years, infrastructure, global affiliations, syllabi, alumni and network. Gerson Da Cunha, who has been a part of MICA's governing council for 12 years and its chairman

MICA adjudged topCommunication School in India

MICA tops again

for five, was conferred the lifetime achievement award for his five-decade-long contribution to talent

development in media, communication and design.

DDB Mudra Group has always put People ahead of Product and Profits. To create an inspiring culture that offers growth opportunities for all employees, a critical component is a clear understanding of where the company stands today. And, the most effective way to do this is to conduct an Employee Survey.

To learn how employees feel about work-life in their Operating Unit and in the DDB Mudra Group, the DDB Voice Employee Engagement Survey 2014 was launched on 12 June 2014. Employees were encouraged to give feedback – both positive and constructive so as to enable the company to take clear, actionable steps based on the results. DDB Worldwide worked with an independent third party, PwC to conduct this survey and to ensure

DDB Voice rolled out

The Highlights

14


Gutbandhan‘Gutbandhan’ was a two-day business and creative retreat attended by about 120 executives from the Bangalore, Mumbai and Delhi offices of 22feet Tribal Worldwide. Held in Goa from 7 to 9 April 2014, the agenda included reviews of Business Development (BD), and had sessions on Content and Design Breakouts where the respective teams presented their 2013 and Q1 2014

performance, along with their plan for the rest of 2014. An awards show was held on the first night, where teams and individuals were given trophies for their performance.

Day 2 had the teams from the three offices make presentations on their New Business Wins, Losses, Work and Plans for 2014. This was followed by two client

presentations. One from Bhaskar Choudhuri, India Marketing Head, Lenovo, who spoke about Lenovo’s digital experience and how he mixed Art with Digital Media. The second session had Samir Suraiya of Thatspersonal.com who filled the room with laughter and inspired the young team with the mantra, "If you have an Idea, you can make anything work.”

full confidentiality. The analysis is expected to be available in August 2014.

only 10-15 minutes to

complete online

check your email to

get started

by July 7

, 2014

EMPLOYEE SURVEY

YOUR VOICE MAKES A DIFFERENCE

The Highlights

15


Bernbach FridaysCuriosity and creativity are never far apart.�Without curiosity, man would never be innovative. There would be no growth, no change.�It is the desire to know as much as possible, to find the answers and to be�acquainted�with as many subjects as possible that has fuelled man’s progress.�

To fuel curiosity and to ensure that one’s creative instincts and craft are continuously honed by observing and assimilating life as it happens around us, Bernbach Fridays were launched on 25 April 2014. The name is a tribute to a man who is considered to be the most brilliant advertising mind of the 20th century, DDB's founder the great Bill Bernbach.�And, the rationale is that the more plugged in to our world we are, the better�advertising�professionals we are likely to be.�In keeping with the spirit of the sessions, the intention is to invite speakers from�different creative fields every month - fashion designers, chefs, film makers, scientists etc. Anyone with an interesting, enlightening story to share.

Shreedavy BabujiThe kick off speaker was Shreedavy Babuji, Group Head - Copy, DDB Mudra West who has in the past been Group Head - Copy at Leo Burnett Group, Creative Supervisor at Mudra Communications and Sr. Copywriter at Publicis Communications. She presented an extremely interesting documentary covering the various aspects of an age-old folk art form of India - Truck Art aptly titled ‘Horn Please’. The documentary which focuses on the origin of truck art and its evolution has been well accepted at festivals across the world and is getting tremendous reviews everywhere. And, since Shreedavy had given the project her blood, sweat and tears for two full years, she had many interesting stories and insights to share.

Said Shreedavy in the course of the session, “We are in a blessed profession.�Working on�different�projects every single day, from cars to soaps to fashion to foods, beats the sameness of banking or engineering�any day.�Think about it. You could be a great surgeon by learning your craft under a senior�surgeon�locked up in an operation�theatre�day after day.�Not so in advertising. It's probably one of

the select few professions where all our learnings come from outside our workplace.”

Food for thought!�

The second session in the Bernbach Fridays series was held on 6 June 2014 and featured stand-up comedian and actor, Varun Thakur. A part of the 'Schitz En Giggles Comedy' group, Varun is well known for his comedy and is seen in various videos of 'The Bollywood Gandu'

Varun Thakur

YouTube page which is owned by the 'Schitz En Giggles Comedy' group.

Varun also played a supporting role in Yash Raj’s movie Jab Tak Hai Jaan. From being a struggling actor to a stand-up comedian, to his parents not seeing comedy as a career, Varun

entertained and engaged the audience with stories of his life that were not only interesting but hilarious! He then played a few videos by his Comedy Group uploaded on their page 'The Bollywood Gandu’, on popular request and spoke about what inspired his group in making those videos.

The Highlights

16


New JoineesAmita Karwal has joined DDB MudraMax Media on 3 April 2014 as Executive Vice President. She has nine years of experience working at blue chip organizations such as Samsung, Reckitt Benckiser and another nine years with global agencies like Lintas, Ogilvy and Zenith Optomedia. She also has two years of Media Audit experience from her stints with Spatial Access and R3. She has won several international and national awards including the Guinness World Record and Cannes Nomination for Incredible Art Piece Installation, the APAC level No 1 ranking for ZO India on HP, 5 Emvies at Goa Fest, the Highest ever Most preferred Brand status score for Samsung mobiles and TV's and Star Performer awards at Lintas and Reckitt Benckiser. Amita is a graduate from Delhi University and a postgraduate from Rajasthan University. She also has a Diploma in PR & Advertising from Bhartiya Vidya Bhavan.Amita Karwal

Shivil Gupta has joined DDB Mudra North on 12 June 2014 as Creative Director.

He comes from Interface Communication (Draft FCB) Mumbai where he worked

as Creative Director. Starting as a Trainee Copywriter with NacAdvertising

Pvt. Ltd., Mumbai in 2001, he has also worked as Sr. Creative Consultant with

Leo Burnett Mumbai and as Creative Director with Interface Communications

Mumbai. Some of the notable clients he has worked on include Cadbury Oreo,

Tata Salt, Bajaj Auto, several Mahindra brands, Blue Star Air Conditioner, Tata Sky

and Sundrop Oil. He has won several awards. Shivil is a Commerce graduate

from Agra University and has a Diploma in Advertising & Public Relations from

K C College, Mumbai and a Diploma in Print Media.

Nupur Kohli

Nupur Kohli has joined DDB MudraMax – Experiential on 21 April 2014 as

Vice President. She has more than two decades of experience straddling sales,

client servicing, promotion and experiential marketing. She was the Co-founder of

Orange Tree Pvt. Ltd. which specializes in creating innovative engagement

platforms and tools in Experiential marketing, Digital & MICE. She was also the

Business Head – North India for Product of the Year, an award and certification

company for new product innovation across categories in FMCG, electronics,

mobiles and other industries. She was also the Co-creator of New Life Experience

an Experiential Marketing Division of JWT India. Nupur has a Bachelor’s degree in

Psychology.

Manoj Bhavnani has joined DDB Mudra West on 4 June 2014 as Senior Creative

Director. Manoj comes from Bates India, where he was Creative Director working

on some of the agency’s biggest accounts such as FIAT, Tata AIG and Colgate.

He was a part of the REDFUSE team, a group created by WPP to exclusively

handle the communication duties for Colgate. With over 11 years of work

experience, Manoj has also worked with top agencies in the country including

Draft FCB Ulka, Lowe Lintas, Grey Worldwide and Ogilvy & Mather. He has also

authored a novel, “Screwed!” which has been published by Penguin in

September 2012. Manoj has a degree in Statistics.

Manoj Bhavnani

Shivil Gupta

18

HotStuff Book (Page 17 - 18 Gate fold)Size : (W) 232 + 222 X (H) 345 mm

17

Best of DDB Worldwide

SKYTV Game of Thrones | Bring Down the King | DDB New Zealand

On Earth Day 2014, DDB New York and The Smithsonian’s National Zoological Park and Conservation Biology Institute launched the Endangered Song Project, an analog-meets-digital awareness campaign that called upon 400 participants to use their social media strength to spread the message that there are only 400 Sumatran tigers left in the

Smithsonian’s National Zoo | Endangered Song | DDB New York

wild. The National Zoo and DDB New York partnered with Atlantic Records indie rock band Portugal The Man to distribute a previously unreleased song titled “Sumatran Tiger”. The song was lathe-cut onto 400 custom polycarbonate records designed to degrade after a certain amount of plays. With no other copies in existence, the 400 participants were tasked with digitizing and sharing the song through their social channels with the hashtag #EndangeredSong. Breeding the song socially would help save it from extinction, thus raising awareness about the critically endangered Sumatran tigers and need for conservation efforts. The

When a baby is born so is a question. What is the perfect name? People believe that names come with meanings. They think that ‘Dianas’ will be princesses. And, ‘Alexanders’ are destined for greatness. Is that really so? Johnson’s baby presented ‘Hello, my name means’ an application that searched the internet for information about names, by going through various social networks and provided fun facts such as ‘Most Daniels are talking about the #fifaworldcup’ or ‘Daniels listen to

Johnson’s baby | Hello, my name means | DDB Brasil

campaign was supported through a dedicated website, www.endangeredsong.si.edu, which featured a real-time update of all the social conversations surrounding the project, more about the initiative and how people can help perpetuate the song. The list of the 400 participants involved in the Endangered Song Project included a wide range of music artists, noted bloggers, wildlife conservationists, and other social media influencers.

rock’ or ‘A common job for Daniel is lawyer’ ‘Daniels usually feel happy, they use more ;) than ;( ‘. Parents could use the app to make all kinds of comparisons and choices. The best statistics were materialised beyond the virtual world. Through posters, print ads, maternity kits. The results – 2.55 MM searches and counting. 6 minutes average time spent on site. The brand became a part of babies’ lives even before they were born.

In the most successful social media campaign in New Zealand to date, King Joffrey tumbled to the ground in Aotea Square on 7 April 2014, only a few days after the campaign started, and just in time for the highly anticipated launch of the fourth season of the cult TV series Game of Thrones. In partnership with DDB Group New Zealand, SoHo, SKY New Zealand’s premium entertainment channel, gave audiences across the globe a unique opportunity to bring down one of the most hated fictional characters of all time, King Joffrey. Through a world-first experiential and social media event, Game of Thrones fans were challenged to use their collective voices

through the power of social media to topple the king, using the hashtag #bringdowntheKing. DDB coordinated the production of a giant 22-foot statue of King Joffrey with the help of production company Finch. The statue was erected in Aotea Square, one of Auckland’s largest public squares. There was a rope positioned around the King’s neck, attached to a winch, and fans metaphorically pulled the statue down by using the hashtag on Twitter. With every tweet, the statue moved one cog closer to toppling. Participants and fans were able to stay abreast of the campaign progress and webcam live stream by visiting ringdowntheking.com.

Mentor on ‘See It Be it’

Sonal Dabral was chosen by the Cannes Lions International Festival of Creativity as one of the 12 mentors of the ‘See It Be It’ initiative. The initiative, a first-of-its-kind, invited 12 women, who had been chosen from nominations sent in by agency leaders across the globe, to Cannes Lions for a unique program and filmmaking project. The initiative focused on one of the fundamental problems our industry is facing the world over. The program aimed to further women’s careers in the creative industry, encouraging them to stay in the industry. Across three days, 12 women were part of an inspirational and educational program which took place during Cannes Lions. The agenda included guided access to the jury rooms, meet and greets with VIP speakers, dedicated sessions by industry leaders and by the Berlin School of Creative Leadership, and a mentorship event supported by SheSays.

On Kyoorius Jury

Sonal participated on the jury of the first edition of the Kyoorius Advertising Awards held in association with D&AD. D&AD, with over 50 years of experience, brings its online systems, process and machinery into managing the Kyoorius Advertising Awards jury sessions.

And, on Abby’s

Sonal was also the jury chairperson for the Creative Abbys category of Outdoor Advertising and Ambient: Goafest 2014 which was hosted in Goa from 29 to 31 May 2014.

Vineet Gupta, Managing Director, 22feet Tribal Worldwide was a jury member for the Mobile category at Cannes Lions 2014. A total of 1187 entries from 49 countries were submitted into the category this year. Jaime Robinson, Executive Creative Director, Pereira & O'Dell was the jury president. It was Vineet’s first time at Cannes and apart from exploring the place itself, he derived some serious inspiration from both the work and from the speakers at the festival. He attended several sessions and enjoyed in particular the

Sonal Dabral

Vineet Gupta at Cannes Lions 2014ones featuring D B Weiss, author and creator, Game of Thrones series; Dick Costolo - CEO, Twitter and Sheryl Sandberg, Chief Operating Officer, Facebook. While he felt that India’s work had to speak for itself, he did try to make sure, whenever possible, that the work was understood correctly and not lost in translation.

On the whole, it was a great opportunity to hear from some of the best brains, get inspired and network. It definitely helped that he had familiarised himself with the festival agenda in advance and planned his itinerary well.

Thought Leadership

HotStuff Book Issue (Page 19 - 20 Gate fold)Size : (W) 222 + 232 X (H) 345 mm

Best of DDB Worldwide

Small business owners choose a Volkswagen to keep their wheels turning. But the previous year’s economic downturn slowed down small businesses and they were less inclined to invest in manpower and cars. Volkswagen understands that when customers do well Volkswagen does well. So they decided to give small businesses a helping hand. They surprised Lars Dressler, owner of a small carpentry business with some advertising space just slightly bigger than he was used to buying. And put it on national TV. They also produced a special radio commercial for Dennis and Ronnie who ran a plumbing business and aired it on national radio. Volkswagen then used banners and Facebook to invite the small business community from all over Denmark to send their own radio spots and slogans and the best ones were recorded and aired on national radio. The campaign helped put a national spotlight on Volkswagen and their customers, the small businesses. Lars received almost10 million impressions in total. His company’s exposure increased almost 10800%.

Volkswagen | Small Business Booster Case | DDB Denmark

Community Chest Singapore, a non-profit organization that helps the disabled and the needy, wanted to create billboards at various train stations to raise funds for children with disabilities. The team saw an opportunity in the brief – over 2.5 million people in Singapore take the trains daily, each holding an EZ-Link – a contactless, top-up payment card used solely for commuting. To capitalize on this crowd, they installed RFID EZ-Link readers into billboards that were placed strategically around train stations. And for the very first time, busy commuters could do good on-the-go, with a simple tap of their commuting card. By turning regular billboards into digital donation boxes, a simple commuting trip was turned into an opportunity for community service.

Community Chest | EZ-Donation Billboards

| DDB Singapore

McDonald's Big Mac. Print, Outdoor and Radio. You instantly know it's the Big Mac from its 7 famous ingredients. This campaign puts other legends side by side McDonald's biggest legend, but doesn't name names, it just shows their 7 famous ingredients. Because when you know the ingredients, you know the legend.

McDonald’s | Legends Print Campaign | DDB Sydney

The Universal Typeface Experiment by BIC was the first time anyone had attempted to combine penmanship contributions and demographical data from all over the world into a single typeface or font. BIC's Cristal

ballpoint is the best-selling pen in history and has been dubbed 'the universal pen'. The challenge was to immortalize its users' handwriting from around the world in a digital font that could be shared by everyone – evolving continuously as new contributions were added. Users submitted their handwriting using Mobile Connect technology. This allowed them to write in an intuitive and natural way on their smartphone or tablet touchscreen. The website also included a versatile exploration section, which allowed users to compare their own contribution to the universal average. Users could explore statistical differences and similarities between their own contribution and the average contribution of different demographics, grouped according to age, gender, industry of employment and other characteristics. To make all of this possible a unique algorithm was invented to merge all the input and aggregate the result: the Universal Typeface. The universal handwriting made by the universal pen.

BIC | Universal Typeface | DDB Germany

In 2013, Unilever partnered with the WWF to reduce the average shower time in the Netherlands from eight minutes to five. Why? Because people don’t realize that heating up water is a huge source of CO2 emissions and taking shorter showers is an easy way to reduce them. To reach people while they are in the shower, Unilever partnered with their kids and started a movement called water savers. They devised a school program that educated and was co-created with kids. In the class, kids made their very own shampoo or shower gel labels with a motivational slogan or drawing to remind their family to take shorter showers. They then stuck their labels on to the bottles and took them home. In the shower, these bottles reminded everyone to turn off the tap. News about water savers spread throughout the Netherlands. The results? Over 7500 labels were made in two months. Research showed that more than 60% of participating families now take shorter showers.

Unilevers | Watersavers Program | DDB Amsterdam

Five years ago several fields were a barren wasteland. Honey bee colonies had collapsed and pollination had all but stopped. But things have changed now and bees are back. Not ordinary bees but little marvels of advanced robotics of second generation NewBees. Far superior to their natural counter parts and completely solar powered, a NewBee requires very little down time to recharge. Using real time triangulation technology each NewBee knows which part of the field has been pollinated, maximizing efficiency and yield. They do not tire, require little maintenance and are produced for a fraction of the upkeep cost of normal bees. They are easily recycled, replaced and activated. NewBees blend in perfectly with nature and are programed not to harm us. Soon you will be able to purchase some and activate them in your fields. NewBees, the future is already here.

Greenpeace | Bees | DDB Paris

How could Neutrogena make people wear sunscreen even when the sun was not shining? Clouds don’t block UV rays and this makes cloudy days as harmful for the skin as sunny days. But not many people know this. So how could Neutrogena change people’s behavior? Not by making a traditional campaign but by creating a new

product category. Cloudscreen. Cloudscreen contains regular sunscreen but by changing the packaging people were made aware that the sun is dangerous even

when its cloudy. Cloudscreen was launched in Singapore where half the year the weather is cloudy. UV radiation is very high. People were reminded of the dangers of UV rays on a website combining geo-location and a weather forecast API. But most of all people were confronted in stores with a new product on the shelves. Neutrogena cloudscreen. Sometimes you can only change people’s behavior by changing your product.

Neutrogena | Cloudscreen | DDB Belgium

19 20

Best of DDB Mudra

21 22

HotStuff Book (Page 21 - 22 Gate fold)Size : (W) 232 + 222 X (H) 345 mm

Peter England | Brighten up Spring Summer | DDB Mudra South & East

Peter England is the most trusted and largest apparel brand in India. Over the last 17 years, it has enjoyed great success in the mid-priced segment. The brand wanted to remain appealing to the young workforce – the ‘early jobbers’ by better understanding the way they interpret office-wear. And then give it a slight edge, while still conforming to macro office-wear codes. The Young Formals line was launched in the Autumn Winter 2013 and the Spring Summer 14 campaign wanted to communicate that office-wear can be exciting and expressive. The campaign came with ‘Brighten up’ the office and yourself with the new line of ‘YOUNG FORMALS from Peter England’. The young Peter England guy was shown in bright coloured, bold, off-the-trodden-path ensembles. He almost had the Midas touch as he brought about a dash of colour to an otherwise cold, sterile and corporate office. The print & OOH campaign was created and released in all major markets across India. In-store visual merchandize were also created and executed around the same idea.

Good Knight Xpress System | Catch the Xpress |

DDB MudraMax Experiential

Good Knight Xpress System is the world’s fastest and most powerful Liquid Vaporizer that helps get rid of mosquitoes within 9 minutes of being switched on. To establish the brand as the ‘best innovation’ made from breakthrough global technologies, an impactful launch event was organized for the sales audience that gave a larger than life feel and created a new benchmark showcasing the largeness/superiority of the product. The event featured an extensive set up and a detailed 3-hour visual content. The sales team started its journey by boarding on the Good Knight Xpress, with an unparalleled energy level and the entire Good Knight team turned the venue red by wearing its brand colour merchandise. The launch AV and the presentations were presented in a novel, larger than life manner encompassing the venue by the use of the video mapping technology. The product was unveiled by Mr. Adi Godrej, Chairman of Godrej Industries Ltd. and Ms. Nisa Godrej Executive Director, GCPL. The event created a huge buzz with the TG making it one of the most memorable launch events at GCPL.

Cycle Agarbathies | India had a reason to pray,

this Election | DDB MudraMax Media

Established in 1945, Cycle Pure Agarbathies is one of the most known and respected brands out of 2000+ Agarbathy brands in the country. At a time when the nation was experiencing a surge in emotions in the run up to the biggest general elections, the brand needed to be relevant and contemporary. Every brand, big or small had associated itself with the elections. The challenge was to bring out the prayers of every Indian for a better government. Keeping in mind the important markets for the brand, print publications from the Dainik Jagran

Linen Club | Live the linen life | DDB Mudra South & East

Linen Club created the linen category in India. With the start-up of several competitive brands, its communication needed to move beyond creating awareness to establishing “Linen Club” as the preferred brand among discerning users in the premium fabric segment. To position the brand as the epitome of fashion and style, the campaign “Live the linen life” endeavoured to project the linen wearer as a person for whom excellence is a way of life. This individual was embodied in the form of Rohit Bal, one of India’s leading fashion designers. The key attributes of linen club fabric that make it so special were identified – the colour, the rarity and the feel, and then the situations were created that would manifest them. The TVC underlined a heightened sense of the aesthetic and promulgated the yearning for a life par excellence, fuelled by the exemplary standards set by linen. To give it even more meaning, all the situations visualized revolved around Nature as linen itself is a natural fabric.

TTK Prestige one of India’s largest kitchen appliances company is the leader in several categories of premier kitchen appliances. The brand stands for trust, innovation and smart kitchen solutions for consumers. To convey the uniqueness of the promotional offer (Anything for Anything offer), the brand needed to establish the wide range of products that consumers could choose from. The TVC captured the

McDonald’s India | McDElections |

RAPP

McDonald’s launched the #McDElections campaign for the launch of two premium burgers – the Grilled Chicken Royale and the McPaneer Royale. With the just to be launched Royale Burger duo threatening to sweep the polls, each of the candidates had a manifesto (on www.mcdelections.in) that was designed to help them win the McDElections. Phase 1 kicked off with a viral video with two of the lead Burger candidates being interviewed about their mantra to beat the Royale Duo and all the McDonald’s foods campaigning for their leader of choice. But, the Royale Burger Duo won and formed the McDSenate. Phase 2 featured a viral video of the first interview of the Royal Burger Duo who talked about their manifesto and the many “Right to Taste” bills that they intended to pass like ‘Burgers must be eaten with two hands’ etc. But voices of dissent could be heard as the Chicken Maharajah Mac and the Spicy Front promised to give them a tough time. The campaign got featured on Facebook, YouTube and on www.mcdelections.in while the Twitter campaign used #mcdelections tweets crafted around real life stories of the

Despite issues and problems, Indians always stay positive and feel optimistic or UP. 7UP saluted India's Undying UPtimism with the tagline,'dil bole... I Feel UP!'. As part of this philosophy, it launched Dance Pattalam an iconic property. The brand wanted to keep up the already created strong association with dance talent, but with a twist, that it catered to the common man. It also wanted to integrate the brand sponsored teams with CSK and RCB. This year’s 7UP DanceUP contest was spread across 49 cities in Tamil Nadu, Karnataka and Kerala . The 7UP DanceUP grand finale was judged by 7UP brand ambassadors, Puneeth Rajkumar and Simbu. In the final round the three winning teams won a total cash prize of up to ̀ 21 lakhs. The winning team also performed at the Pepsi IPL finals on 1 June 2014 and will now feature on the 7UP label.

TTK Prestige | Anything For Anything Promo Campaign

| DDB Mudra South & Eastuniqueness of the offer, by bringing alive the chemistry and playfulness between the celebrity couple Aishwarya & Abhishek Bachchan without straying away from the core thought of ‘Jo Biwi Se Kare Pyar Woh Prestige Se Kaise Kare Inkaar’. The 20 sec TVC explains the offer in an interesting manner through a playful conversation between India’s most loved on-screen celebrity couple. POS was also created for the retail to support the campaign on ground.

7UP | DanceUP 2014 | DDB MudraMax Experiential

current elections. The ‘Know Your Royale Burger’ contest checked how well people know their Royale Burgers and announced 40 lucky winners every day. The RTT contest (Right to Taste) is seeing 100's of tweets from fans with their own versions of Right to Taste bills. The best ones will find their way into the McDSenate.

Group were selected with contextual placement of an L-band showing various Indian politicians praying for their win, on the front page. In Mid-Day and I-next, front page Jacket innovations were obtained. The artwork was tactically intertwined with the brand’s tagline, ‘everyone has a reason to pray’. Also, every state edition had photographs of their own contestant praying making it even more effective and relevant. Each and every contestant, as well as aam janta had a reason to pray for the best candidate to win in their constituency.

Best of DDB Mudra

HotStuff Book Issue (Page 23 - 24 Gate fold)Size : (W) 222 + 232 X (H) 345 mm

23 24

Volkswagen | Enjoy the Engineering | DDB Mudra West Volkswagen is known for its exceptionally well-engineered cars which are superbly designed, packed with innovative features, and impeccably built. In India, while people know of Volkswagen as a well-built and innovative German car, they don't really know what makes a car a Volkswagen. This campaign was conceptualized to highlight the unique strength of Volkswagen - the engineering - in a tone and manner that is uniquely Volkswagen. The campaign showcased the real-world benefits of confidence, safety and exhilaration (derived from the solid build, best-in-class safety, and unmatched drive quality). It brought alive how people can ‘Enjoy the Engineering’ of a Volkswagen through engaging situations and endearing characters. The media consisted of 3 TVCs (across GEC, News, Infotainment, Movies and Regional News), 2 print ads (in leading newspapers and magazines), digital activation (teaser video campaign) and specially designed POS at dealerships. The TV commercials, as well as the print ads, highlight the brand's key differentiators - build quality, safety and driveability.

Dabur Pudin Hara | Pet ka fire brigade | DDB Mudra North

Dabur Pudin Hara is an effective remedy for stomach ache, indigestion and gas. It is one of the oldest and most established stomach care brands in India. Its natural ingredients and strong heritage have rooted the brand in the minds of Indian consumers. To expand its market share in the antacid powder category, Dabur launched Pudin Hara Fizz. It contains proven ayurvedic ingredients like mint and lime which act as aids to provide relief from acidity while leaving a refreshing taste in the mouth. Thus, Pudin Hara Fizz was positioned as a brand that owns ‘Thandak’ or provides ‘Cooling Relief’ in the antacid powder category, ‘Pet ka fire brigade’. Fire Brigade is the best symbol known to mankind to douse the fire. And, Pudin Hara Fizz cools the burning sensation in the stomach just like a Fire Brigade.

Boomer | Phat Li | DDB Mudra North

Boomer, a leading bubble gum brand from Wrigley India wanted to reposition its messaging around the elements of fun and mischief. Consumer research, usage and attitude studies indicated that young adults and teens were the biggest consumers and that ‘fun’ was a dominant need state. Fun moments often revolve around friends, especially when they pull a trick on each other and such mischievous episodes often become memorable tales. So, Boomer decided to leverage male camaraderie and practical jokes for its story telling. Additionally, a colloquial term ‘Phat Li’, an inseparable part of their everyday language was chosen. The TVC [‘Metal Detector’ film] was based on the premise that harmless mischief strengthens the bond of friendship making moments spent together memorable and providing tales to be told for a lifetime. The good humoured tricks were fun and the revelation led to greater bonding amongst friends. ‘Phat Li’ celebrated the end of the gag and the bursting of the bubble, thus making Boomer a part of their most fun moments.

View From The Top

Challenges faced by the business Several variables have suddenly changed in the last year and identifying each of these impacts one’s ability to predict the business. From TTK Prestige’s point of view, I think the challenge is in actually restoring some degree of predictability to the business.The second major challenge is the sheer change in the landscape and the ability to monitor the change and its implications. Whether it is regulatory environment, economic situation or even things that are in your control in terms of distribution and channel management! There is so much change and we are pressed for time and effort to be able to map this and then use it meaningfully in our own business.The third challenge lies in our ability to continue to constantly innovate. As a company, we have led the innovation story in the kitchen appliances business in India for a decade. However, maintaining this performance and motivating people is challenging.

Role of the Marketing Services PartnerOur Marketing Services Partner has been a key to almost every single initiative that we have taken in the last 13 years. They do not merely look for a creative or media solution but examine all issues from a wider business perspective.For example, when we entered the inner lid pressure cooker space, we had a product ready and wanted to launch it. The agency advised us that we should not enter the space this way. The solution they provided was a completely

Chandru Kalro, COO, TTK Prestige

HotStuff caught up with the senior management of key clientsto understand their perspective and business outlook

differentiated product which involved a full year’s delay. We took the recommended route and despite the fact that our competitors had been in the space for some 45 years, we were able to capture close to 60% of this market. The innovation was purely on product but the idea came from the marketing services partner. Another example was that of exclusive retail where we were the earliest. We were not getting adequate distribution and wanted our own store. The agency could have easily come back with a name for the store or with some other marketing idea. But, instead they wanted to first understand what was missing. And what emerged was that all our retailers are in neighbourhood’s and we wanted to go into high street. So, we had to change track. From there was born the idea of actually keeping every product open so that nobody has to open any box for you. There were several little things that we did to improve the browsing experience and as a result today that store has more efficiency than many of the modern format stores in terms of through-put. When we shared one of our experiences with the leading retailers in the company and I told them why kitchen appliances should all be in 360 degree view and not on different floor of the same store, they actually started looking at redoing their kitchen category planograms, as the buying behaviour for the kitchen is very different from brown goods in general. Advice for the Marketing Services PartnerI believe that the planning function today has to play a role beyond the conventional one. We need to meet more than three to four times a year as the planning function is in a position to map change much better than us because they are in a situation where they are looking around themselves all the time. And, since the agency has such a long experience with us, to look at the implications for our brand and tell us from an outsiders perspective.

CollaborationOne of the weakest links in our organization was collaboration between departments. We conducted a study

and found that various departments are not comfortable talking to each other and tend to push problems up. As a result, the top management was playing the role of a traffic cop in the organization. So there was clearly a need to get people to meet and to resolve issues themselves.We picked a key set of managers to act as coaches to promote collaboration within the organization. We also put different functions together to come up with solutions to solve a problem that the company was facing. If the solution is approved they would go into implementation mode where they would learn how to work with each other.

Integrated Service Offering from DDB Mudra GroupWe are happy that the creative and the media arms work so seamlessly in the DDB Mudra Group. Often you find that media objectives are at cross purposes with creatives but this does not happen here, as one arm is really talking to the other. This is one of the reasons that we have never felt the need to look outside.

Outlook for the next three years I am positive that India as a country will be able to compete with China or Vietnam and our export prospects will improve dramatically. Companies like us must look at being globally competitive because India offers a great alternative to China and if we work as a system and not as individual corporates, we can make that happen. The domestic market will get back to its growth path very quickly. The sentiment issue will change irrespective of who is in power. The youth in this country offers us the biggest opportunity. The growth story in India is yet to begin and we have a great future ahead. DDB Mudra can tell us about this change mapping, as I see our business changing very dramatically in the next 5 years. The digital space is still an enigma in my mind but I feel that it is a space that we need to capture quickly. If we do, the benefits will be huge. The business of communication is fast becoming the business of engagement and classical communication methods may soon be outdated. We need to all work together to see how we can change our system of communication and brand building.

View From The Top

25


Madura Fashion & Lifestyle is India’s largest branded apparel and retail business and within it, the Peter England brand is India’s largest apparel brand by volume. Nobody sells more garments than they do. They practically sell one garment every 3 secs. In 17 years they have built a 200 million dollar business.Here are some excerpts from the interview.

Challenges faced by the businessWhen we started off 17 years ago, the Indian apparel industry was a formal market. Our brand has now to quickly understand, reconfigure and convince the consumers that we can offer younger, more casual products. We now need to forge a completely new relationship with our consumers with products and categories for which we have not been hitherto known. The other challenge concerns reach and generating consumer preference. India is a very large country and it is essential for us to be available and visible and to penetrate deep down the population strata. We need to incentivize the consumer to walk into our stores. The final challenge is to be able to build a sharp and unique point of view on this brand.

Role of the Marketing Services PartnerA lot of our future growth is going to depend on the retail business model. First and foremost, point of sale requires a complete 360 degree view. Also, retail presents an opportunity to experience the brand. Every time we set up a new store, we need to be able to deliver an experience to the various consumers who walk in. I believe it is here that DDB Mudra can play a huge role in fine tuning and helping us deliver.

On InnovationThis category is about fashion, aspiration, looking good and feeling great. Innovation is fundamental and we have to launch new products every single month. With DDB Mudra, we have gone beyond conventional consumer research to look at the semiotics. We have worked with some of the best minds in this field in India and that’s now helping us to create an entirely new and

Kedar Apshankar, COO, Peter England

refreshingly different position and platform for the business and the brand. This particular partnership has enabled us to completely redefine the way we work our business model.

Today, we first create our models in advance and do a garment show with our buyers from India and abroad who then place their orders. So, it’s completely a pre-book sort of an approach. This required a lot of pre-planning, messaging and image building by the agency and the new business model has given us a continuing competitive advantage. It has also resulted in providing tremendous stability to our overall business model.

CollaborationAbout a year ago, we launched Project Synergy which aims at harmonising and unifying the way we source, negotiate, transact, take decisions or even the way we look at our real estate strategies across our three companies. This has helped us relook at a lot of our retail concepts, our internal people and their careers and training programs. We now have a central Aditya Birla Center for Retail Excellence for training and developing retail talent. The other example is the way we at Peter England go about conceiving packaging and delivering our specific merchandise collection. We build many lead stories across various months and these lead stories have to be delivered in a certain way to the market. Our design team, marketing team and our agency team collaborate a great deal in a very seamless and creative way to make this happen.

Outlook for the next three yearsE-commerce has already reached significant proportions. However, the e-commerce model in India so far has not been profitable and those who are trying to build businesses are clearly chasing market share and valuations. Over the next few years, there will be consolidation and a more reasonable business will be created. We at Peter England enjoy good partnership with players that occupy the e-commerce industry. About a year ago, we launched an e-commerce portal which synergizes the equity of all brands of this organization.

We aim to provide a one stop solution for consumers who log in and want to experience our brands through e-commerce.

Another big trend is about apparel brands extending themselves into newer categories of accessories. So, while there are some very logical and very natural extensions like neckties, cufflinks, wallets and belts, some brands are even launching bags, footwear, fragrances and male grooming products. A few apparel brands are thinking of extending themselves to hotels, vacations and so on. The key trend is likely to stay and brands will have to put a product, an accessory and a service bundle together to really make a decisive impact.

Advice for the MarketingServices PartnerThe long standing relationship between our organization and DDB Mudra is very stable and extremely valuable. DDB Mudra for us is not just an ad agency but our growth agency. I believe that the brand Peter England needs to go global and for this it needs to get into the skin of the consumers and strategize and plan to deliver to them. Digital will be extremely important, as will content. And, when we build our own retail which is a dedicated space through which we sell our products, the ball game completely changes. We need more consumers to come to us on a given day. We want them to spend more time in our stores. DDB Mudra could do a lot for us in the sphere of educating and messaging consumers, getting them involved and romancing them, if you will.

Special Feature

1. What is the significance of the name 22feet ?22feet is an independent digital solutions provider, where the people, the culture, the work, and the possibilities are as interesting as the ’22feet story’.� We didn’t measure the human gut. However, Wikipedia tells us it’s 22feet long. And, since we’re a digital solutions provider whose engines run on ‘gut fuel’, we go by instinct in everything we do: the work we create, the people we hire, the clients we choose, for everything, we trust the 22feet in us to tell us which box to tick.

2. How would you describe the culture at 22feet Tribal Worldwide?We believe that creativity and technology should not sit in different cubicles and meet only at the point of execution. Instead our work culture encourages continuous conversations between these two pillars on which any successful digital solutions is built. At 22feet Tribal Worldwide, it’s all about conversations. Conversations between the creatively-bent and the technologically-inclined; conversations between brands and consumers;

conversations between ‘practical’ and ‘impossible’; conversations between today and the day-after-tomorrow. The conversation never stops.

3. Please share with us some of the best work that you have done in the digital space.One of our best campaigns in recent times which was also shortlisted at Cannes was for Tata Tea. Tata Tea’s Jaagore was a cause marketing initiative aimed at ‘awakening’ consumers to the social issues impacting the country, with a strong focus on women – the brands target consumer. Over the last six years ‘Jaagore’ has leveraged its various marketing collateral to bring to life issues ranging from the elections to corruption to women’s safety. With the 2014 general elections – one of the most talked about general elections in the country’s history, brand research proved that women who provide 49% of the electoral base do not vote as they felt that voting will not impact the issues they face on a daily basis. Hence, women as an audience were being ignored by most political parties and in

their manifesto as well. This gave rise to the creative idea, “A manifesto for women, of women and by women”. With social media believed to impact voting results in 30% of the constituencies, the brand’s objective was to leverage the power of digital to identify issues of relevance to women

Digital is the Future

26


27


and raise these issues to political

parties. Push The Pin was a web and

mobile application that enabled users to

push a pin on an issue they were facing

and aggregated all issues being pushed

at a constituency level. With mobile

phones having a penetration of over

90% in the country, users could even

push a pin through an SMS or a missed

call.

The results – 800,000 issues raised;

97% of pins pushed via mobile;

women’s safety and domestic violence

contributed to 36% of all issues raised;

pins generated from 523 out of 540

constituencies across India.

Apart from this, we have also done

some pathbreaking work for

• Kingfisher – Book Cricket

• Explorer Bags, Watches, Sunglasses

• Yoga4Play

• Titan Watches

• Café Coffee Day

�4.�What is the future of digital? Will it completely metamorphose the way we advertise/communicate?I don't think there is enough merit in discussing ‘what’ the future of digital is when the truth is that the future itself is digital.�Digital will impact everything we do in one-way or the other. We do believe that in the coming future everything will be connected to everything.�In that sense, the way we advertise / communicate will completely change too.

5.�How would you rate India’s digital capabilities�vis-a-vis�those of USA and East Asia?India definitely has the talent and the ambition to match any geography on digital capabilities.�

6.�What is the role that digital plays in a typical�integrated media campaign?We have heard a lot of conversations around Offline�vs�Online. At 22feet, we

firmly believe that it’s not an either / or scenario. In fact, the role of Digital is to turn�OFFline�ON.�

We do not look at digital as just an essential part of a ‘media campaign’. It has a much larger role to play and when we think digital we need to think much beyond advertising / campaigns.We need to stop looking at it as a medium and look at it as a tool instead. Even if it is for a media campaign.

7.�Within the digital space what are your areas of specialization?We offer end-to-end solutions across all digital platforms.�8.�Please illustrate with examples what you mean by end-to-end digital and mobile branding and marketing solutions?Take for instance Fastrack - one of India's most exciting and leading youth brands. At 22feet, we not only provide them strategic inputs on the role of digital in the overall business / marketing plan, but also own the execution of every piece that we recommend. This includes the development and design of all their digital properties, content creation and management, search optimization, applications, brand campaigns and even e-commerce revenue.�

9. Please share with us what you would consider the most brilliant digital campaign of our time?For me, it's definitely the Nike fuel band.

10. Anything else about digital that you would like to share with our readers.We do believe that advertising is one of the least effective ways to leverage digital. We need to look at it differently. It’s about leveraging the power of technology to engage with consumers in solving problems that matter to them. This could range from customer service and CRM to building brand preference and driving deeper engagement, eg. Rip Curl building a mobile app that allows surfers to get better at what they do or Samsung building apps that encourage their consumers to avoid talking on the phone while driving.

Special Feature

WOW Awards 2014 was held on 22 May 2014 at St. Andrew's Auditorium, Mumbai. An initiative of EVENTFAQS, WOW Awards was conceptualized in 2008 as the industry benchmark for excellence in brand experience creation. DDB MudraMax won a total of five metals – two gold for Femina

WOW Awards 2014

28

Guts & Glory

Kyoorius D&AD 2014

The Kyoorius Awards 2014 was held on 12 June 2014 at NSCI Indoor Stadium in Mumbai. The Kyoorius Advertising Awards recognize, honour and award the most outstanding creative work in the Indian visual communications sphere. DDB Mudra Group won a Black Elephant for Aditya Birla Sun Life Insurance [The Last Telegram] in Advertising - Direct Response. Also, two Blue Elephants for United Spirits Ltd [BossPatrol - McDowell's No1 Soda] in Digital Tools & Utilities category and Aditya Birla Sun Life Insurance [The Last Telegram] in Direct Marketing & Activation - Direct Response category.

[Femina Made For You] in Contact Program of the Year (school/ college/ society/ community/ youth) and Country Inn [Earth Hour] in Co-branded campaign of the Year. Also, three bronze for Aditya Birla Sun Life Insurance [Aditya Birla Sun Life

Insurance] in Small budget on-ground Promotion of the Year, Femina [Femina Made For You] in Brand Experience of the Year (best use of experiential marketing) and C&C [Operation Black Dot] in CSR activity / program of the Year.

Guts & Glory

DMAi 2014DMAi Echo India Awards 2014 was held on 7 May 2014 at Blue Frog, Mumbai. The DMAi Awards in alliance with DMA International Echo Awards honours outstanding innovation, originality and marketing impact in the field of marketing and advertising. RAPP India won a silver

The Aditya Birla Financial Services Group Eureka Awards recognize the success of its agency partners, people and work. DDB Mudra Group received the following awards:

Srijon Samman 2014Sangbad Pratidin Srijon Samman is the ultimate awards ceremony for Bengali advertising creativity, pan India and abroad and its Awards ceremony for 2014 was held on 14 March 2014 in Kolkata. DDB Mudra Kolkata won two silver awards [for Senco Gold (Mother’s

Abbys Goafest 2014, was held from 29 to 31 May 2014 at Grand Hyatt, Bambolim in Goa. The theme of the seventh edition of Goafest was set as 'Brand Baaja Baraat', a theme that indicates that everyone will celebrate

Abbys Goafest 2014

29

HotStuff Book Issue ()Size : (W) 235 X (H) 345 mm

ABFSG – Eureka Awards

for McDonald's [#McDElections] in

Creativity - Interactive - Branded

Content - Video category and a bronze

for Standard Chartered Bank [Standard

Chartered Yatra Credit Card] in Creativity

- DirectResponse - Flat mail category.

and have fun. DDB Mudra Group won 11 awards in all at Abbys 2014. In creative Abbys two gold, two silver and five bronze and in Media Abbys one silver and one bronze.

Day) and TTK Prestige] and five bronze awards for Adhunik (Child Labour Font), Star Jalsha (Live Hoarding, world’s largest Jilipi), TTK Prestige, DDB Mudra DM (Payer Dhulo).

Buzz Eureka• DDB MudraMax - The Last Telegram (Nitin Rastogi)

People Eureka• Jesal Parikh – DDB MudraMax• Sneha Gomes – RAPP

Know More


30

The point of sale commonly known as the Last Mile has always been an integral part of every marketer’s lives. Sometimes as much as 60% of the marketing budgets are directed towards improving experience at the point of sale through a combination of activities including trade schemes, promotions, sales personnel, merchandising and communication elements, to name a few. While understanding the returns on trade schemes, promotions and even deployment of sales personnel is easier given the ability to link it directly to sales, the challenge has been on how one can understand and quantify the impact of merchandising and communication elements, at least directionally if not conclusively.

Here are four ways out of the many in which we can try and understand the impact.

1. RECALL STUDY

A method often followed is through exit

interviews of store customers. Answers

to questions like what elements did

customers recall seeing, did they

remember the exact location of the

elements, were they able to remember the

message precisely or how far away were

they from what was communicated and

going beyond that into likeability, etc.,

help in identifying the key visual elements

that are relatively more impactful than the

rest. It is a quick-fix method that is tried

and tested. In our experience, we have

Pradeep RamakrishnanHead - Strategy & InsightsTracy Locke

Understanding the Impact of Merchandising at the Point of Sale

found that this method works best for exclusive branded stores or high involvement categories, especially where time spent within the store is greater than 20 minutes, where the number of visual elements is about 3-4, where there are repeat visits and where the merchandising elements and communication do not change frequently. The limitation here being the time at their disposal and the many numerous thoughts that run through their minds even while spending time in the store.

2. SIMULATED SCENARIOS

A method where customers are given a

smartphone asked to walk into a store

and using the phone, asked to click

merchandising elements that appeal to

them. They are then asked to rate these

elements on pre-determined variables. It

is very useful in gauging the relative

importance of merchandising elements

and is a very useful way of understanding

impact from a dipstick perspective. We

found this way of understanding impact

useful both in exclusive brand outlets and

multi-brand outlets that have a single

category focus. The limitation being that it

fails to address competitive effect. In real

life, customers are bombarded by many

messages both from the brand and

competition.

3. DESIGN OF EXPERIMENTS

A very powerful way of understanding

impact factoring in competitive influences

and not being overly dependent on the customers ability to recall. Here the idea is to build multiple permutations from amongst the merchandising elements, place them across different point of sale outlets as different scenarios and correlate it to customer behaviour (through observation and/or interviews) and if possible sales off take. These scenarios are then analyzed to find the best possible permutations of merchandising that can be replicated across all the point of sale outlets. We have found it to be highly effective but for three limitations. First, one being the total time taken for the process which can sometimes be upto three months and in dynamic categories like mobile phones

the results may not be valid across a

limited period time. This method captures

results at a given point of time and does

not factor in the dynamic nature of the

category. Second, being arriving at the

number of permutations. For example, a

five element merchandising can have upto

120 different scenarios. This is also a time

consuming exercise. Third, being the

design can get complicated especially if

there are multiple cities or formats

involved. However, it is used by many

marketers as it is directionally very sound,

as one can arrive at the mix of elements

that works the best.

4. DRIVER IDENTIFICATION

The three methods mentioned above

have a single limitation in its ability to

quantify and predict the influence of a

Know More


particular merchandising element.

There is, however, another interesting

but seldom used method called driver

identification. It works very well where

competitive influence is high, category

is dynamic and where data can be

captured over a period of time with ease. It involves collecting data over a period of time and modelling the same to identify quantify the key drivers of merchandising.

To understand this better, we at Tracy Locke India through a proprietary study and tool called Periscope, studied the mobile handset category. We recorded information across a set of 50 variables (including sales) for a period of 90 days across 1000 stores spanning urban India to understand which merchandising elements influenced the category. The data collected was modelled and over 300 models were developed to try and quantify the findings.

Residential Stores

Key Drivers

Promoters

Shelf Space

Display

Glazing

Key Drivers

Promoters

Shelf Space

Display

Glazing

Effect

24%

12%

9%

5%

Effect

23%

22%

10%

5%

Commercial Stores

31

Here are some excerpts from the study.

1. 20% of the total variation in Sales were explained by merchandising. At a brand level there was a variation of about +/- 5% depending on whether it was a lead brand or follower brand.

2. The overall number of drivers were mostly between four and eight. This cut across store sizes and geographical locations.

3. Number of drivers and its importance change as we go to smaller towns.

4. While there are some similarities in terms of store location, the effect and the key drivers that impacted sales differed to some extent.

5. Promoters showed the highest elasticity and especially for follower brands, promoters had a 2X effect over leader brands.

6. The smaller the size of the store, the greater was the number of drivers. In

large stores, the drivers were mainly

limited to visibility items like

Shop-in-Shop, Wall Space and Shelf

Space.

The above are only a few methods to

illustrate the need for and the

importance of measuring the result of

communication and measurement at

the point of sale. These methods are by

no means exhaustive and new

methodologies are being churned out

everyday. All the methods mentioned

above have their strengths and

weaknesses. There is no one right

method and the time taken, level of

complexity and refinement increases

depending on the method. Seeking to

understand the impact of

merchandising is like searching for the

“Holy Grail”. The quest is endless, the

journey sometimes frustrating, but the

discoveries nevertheless fascinating.

Base

Counter Space

Promoters

Shelf Space

No of Pieces

Wall Space

Outside Sign

Glazing Space

Leaflets

Danglers

Signages

CATEGORY TIER 1 (Metros)43

17

13

12

5

3

2

2

1

1

1

42Base

Promoters

Counter Space

Shelf Space

Glazing Space

Shop in Shop

No of Pieces

Danglers

CATEGORY TIER 2 (10-40 Lacs)

26

13

7

5

3

2

2

41Base

Promoters

Shelf Space

Posters

Glazing Space

Standees

CATEGORY TIER 4 (< 1 Lac)

29

12

10

5

4

58Base

Promoters

Counter Space

Glazing Space

Standees

Shelf Space

Danglers

Shop in Shop

CATEGORY TIER 3 (1-10 Lacs)

13

12

8

3

3

1

1

Media Spotlight

Femina - 16 March 2014

32


Campaign - 2 May 2014

Catalyst BL - 18 April 2014

Brand Equity, ET - 2 April 2014

Outdoor Asia - 14 May 2014

TOI - 16 May 2014

Impact - 11 May 2014

Editor - Pilloo Mullan | Editorial Team - Neeti Nayak, Siddharth Raman and Dipaali Bhosle | Cover Design - Hitesh Harish, DDB Mudra South |

Design Consultant - Pradeep Debnath, Interbrand India | Artwork & Print Production - Chandrashekhar Deshmukh, Gutenberg Networks India

What’s Next for Connected Devices?

The idea of connected living is frequently associated with simplifying our

lives through streamlining our devices. As people continue to search for

ways where connected devices truly have a meaningful impact there is an

inherent drive to move beyond simplification to meet deeper human needs,

such as protection and assistance within our daily lives. Considering this,

the next wave of connected devices will help us to address issues

pertaining to physical health, mental well-being, as well as safety and

security.

Here are some of the latest devices: Cuptime, out of China, is a smart cup

that allows consumers to track their hydration levels. The plastic cup con-

nects wirelessly to a cellphone, allowing consumers to monitor their water

intake based on their height and weight.

Vigo is a wearable device that tracks alertness through blinking and body

movement, which syncs the data to a mobile app. When Vigo detects

tiredness, it “nudges” the wearer via customizable smartphone settings,

including gentle vibrations and energizing audio tracks.

Toymail, recently featured at NY Tech Day, is a range of talking toys that

allows parents to stay in touch with their kids when traveling. The Wi-Fi

enabled “Mailmen” syncs with an iOS app that allows parents to record

and save voicemail messages, which are played through the toy in each

character’s voice.

Implications: Each of these products as well as a number of others, like

Nest, make it clear that the next phase of connected living revolves around

helping consumers enhance their lives.

Last Word

ContentsBest of DDB MudraGood Knight Xpress System7 UpPeter EnglandTTK PrestigeMcDonald’s IndiaLinen ClubCycle AgarbathiesVolkswagenDabur Pudin HaraBoomer


The Four Freedoms

0101 21 - 2321 - 23

Global ConnectGlobal Wins

Victory at Cannes

Mumbrella

DDB Group Management Conference

Amir Kassaei at Mumbrella & Cannes

Bill Bernbach Grand Prix Award 2013

Best Global Green Brands 2014

02 - 0702 - 07

The HighlightsYouth Pulse launched

Dabaa Ke BajaaIndia's First Voters’ Party

Championing the cause of BehrupiyasCenturyPly features Nana Patekar

Rahul Bose in Livon Hair Gain ad

Spider-Man - Unleash the B’lue

Lipton Green Tea shopping experience


MICA tops

Gutbandhan

DDB Voice Rolled Out

Bernbach Fridays

New Joinees

08 - 1608 - 16

1717 Thought LeadershipSonal Dabral

Vineet Gupta

18 -18 - 2020 Best of DDB WorldwideSKYTV Games of Thrones

Smithsonian’s National Zoo

Johnsons’ baby

Unilevers

Greenpeace

Volkswagen

Neutrogena

Community Chest

McDonald’s

BIC

Know MoreImpact of Merchandising at POS

Media Spotlight3232

Guts & Glory28- 2928- 29

30-3130-31

Last WordWhat's Next for Connected Devices

IBCIBC

View from the Top

Chandru Kalro

Kedar Apshankar

24 - 2524 - 25

Special Feature

22feet Tribal Worldwide

26 - 2726 - 27

HotStuff Book Issue (Cover Inside Front Back)Open Size : (W) 472 X (H) 345 mm

What’s Next for Connected Devices? - DDB Mudra...

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