One stall stuck out like a sore thumb at the 19th World Book Fair in 2010 at New Delhi. Principally because instead of books, there were a few com-

puter terminals and some harried, ner-vous looking promoters offering people the chance to place an order online on a site called Flipkart for a book — any book — even ones that couldn’t be found at the over thousand stalls at the fair. They were throwing in a discount too: 15% if our memory serves us well.

At the time, many of us were guard-edly optimistic. Guarded because the last attempt at an Indian online book-store, firstandsecond.com had flamed out spectacularly, leaving many dis-appointed customers, some of whom had paid for books and CDs that never showed up. But still, we gave Flipkart a shot — those discount coupons and cash on delivery certainly sweetened the deal.

It was the early days of a company that has gone on to make history; and not just because of its $16 billion sale to Walmart. For many Indian con-sumers, it was their first e-commerce experience, its service standards be-coming a default they came to expect

from all online offerings. The story of how Flipkart became a

household name starts with a client team very annoyed by the first com-mercial for the brand. Created by the Bengaluru-based Happy in 2011, the debut ad was a twee fairy tale about a wise old woman who got a new book every day by tapping her pet mouse. While built around a clever (for its time) pun and a quick bait and switch, it didn’t leave anyone who wasn’t already a customer at Flipkart any

wiser. The next ad from Happy (now Happy mcgarrybowen) was an all or nothing gambit with the future of the relationship at stake. It featured children dressed as and behaving like adults powered by deadpan humour, pushing the safety and convenience of buying online — a huge category need at the time. Industry legend has it that team Flipkart received the ads with an absolute poker face.

The campaign worked very well for the brand (see Happy To Help) and

earned the agency an Xbox. Says Arun Iyer, chairman and CCO, Lowe Lintas, Flipkart’s current agency, “It was almost like an education pro-gram. Even the source of the insight came from the understanding: ‘hey, this is easy and not complicated.’” Asked if he ever regrets not broach-ing the subject of being compensated with equity, Kartik Iyer, CEO, Happy mcgarrybowen laughs, “We didn’t have the maturity to ask. We were old school ad guys; young and not think-ing. It’s only today that people are talking about these things.”

The cutesy ad campaign wouldn’t have worked either if it hadn’t been driven by a powerful engine. Says Karthik Srinivasan, an independent communications consultant who pre-viously had a stint at Flipkart, “The back-end was the real magic.”

>Continued on Page 3

Brand Equity caught up with the outgoing and incoming marketing heads for Mondelez’s largest category – chocolates

BY DELSHAD IRANI | MUMBAI

A few weeks ago, Mondelez International’s chief executive officer Dirk Van de Put discussed India’s performance for the first time during an investor call. India ac-counts for less than $1 billion of Mondelez’s $26-billion in global revenue, but Van de Put, who took over from Irene Rosenfeld in November 2017, was optimis-tic: “India was a standout with revenue up double-digits behind strong volume gains. We also in-creased distribution across the country and coupled that with improved in-store execution and a number of successful new product launches.”

Launches in Mondelez’s biggest category — chocolates — have been key growth drivers in India. And these happened on the watch of outgoing mar-keting chief, Prashant Peres, who moved last month to a new regional role of senior director, chocolate equity & innovations, AMEA, Mondelez International. Taking over from Peres is old Mondelez hand Anil Viswanathan, who has held various region-al and global roles at Mondelez for over 18 years. He was until recently part of the global chocolate team driving innovation based out of Zurich. One of the feathers in his hat was the launch of 5 Star, a mainly Indian brand, in global markets.

Over the past few years, Mondelez’s choco-late division has been working at premium-ising: first “tablets” with fills like caramel and Oreo and now bars with launches like Fuse and Five Star 3D. These are further augmented by locally led innovations like Lickables, which is being taken to other markets. Years ago, Mondelez took the lead in occupying traditional festivals like Rakhi and Diwali with Cadbury’s ‘kuch meetha ho jaye’, which urged Indians to trade boondi ladoos for chocolate bars. Thus making pack-aged food gifting a norm, a space Ferrero Rocher has managed to partially hijack. Now Mondelez has activated even Friendship Day

and Children’s Day, be-sides getting a lot more ag-gressive with Valentine’s Day, via limited edition of-ferings like the recent pop out heart from Silk.

But perhaps the brand’s biggest mark has been left by its campaigns, which are some of the lon-gest running ever.

So with a new market-ing steward in town, will we see a change in direc-tion or perhaps even a

little reinvention? The answer is an unam-biguous 'No.'

Here are the two CMOs on handling the sweetest of legacy brands.Choc-a-block: On the category, challenges and how their brands are copingPrashant Peres: It’s like a dream job to be able to work in chocolates. Chocolate ex-periences and indulgences are being used by many other categories today to upgrade portfolios. So the core category has to con-tinue to remain relevant.

>Continued on Page 3

Clicks & Mortar: Building Brand Flipkart On the marketing muscle that got Flipkart its billions.By Ravi Balakrishnan & Delshad Irani

‘Marketers get tired of their advertising before consumers do’

MONDELEZ ISN'T LOOKING TO FIX WHAT ISN'T BROKEN. A NEW MARKETING HEAD DOESN'T MEAN A COMMUNICATION OVERHAUL

Anil Viswanathan, Director – Marketing

(Chocolates), Mondelez India

Prashant Peres, Senior Director, Chocolate Equity & Innovations, AMEA, Mondelez International

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Stills from Flipkart's seldom seen 'Fairytale' ad

THE ECONOMIC TIMES MAY 16-22, 2018

CCI NG 3.7 Product: ETMumbaiBS PubDate: 16-05-2018 Zone: BrandEquity Edition: 1 Page: BEFP User: kailash.korade Time: 05-11-2018 22:47 Color: CMYK

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1)@NokiamobileINTo build buzz around its new smartphone, @NokiamobileIN tweeted visu-als of the #Nokia8Sirocco with #TheExtraordinary and encour-aged people to buy the new phone by linking them to special offers. @NokiamobileIN also presented its new range of smart-phones #Nokia6, #Nokia7plus and #Nokia8Sirocco by tweeting about their key features through a series of videos featuring the players of Kolkata Knight Riders (@KKRiders), the IPL team Nokia sponsors.

2) @LGIndia@LGIndia conducted an engaging con-test #LGFridgeJeeto where people had to spot a fridge ad on TV and tweet with #LGFridgeJeeto to stand a chance to win a new refrigerator. This led to massive engage-ment on the platform, with the original tweet receiving over 16,000 likes and 7,000 replies. @LGIndia also tweeted about how people can make their lives easier using various LG products, from vacuum cleaners to washing machines and air conditioners.

3) @kingfisherworldAdding an element of fun to fan engagement, @kingfisherworld kicked off its Kingfisher Indian Prank League and invited IPL teams to show off their pranks with #KFPrankLeague. The brand also asked fans to give photos fea-turing IPL teams witty captions, with several prizes up for grabs. The most engaging tweet by @kingfisherworld encouraged fans to tag

their squad with who they’ll be binge watching over the week-end for #GoodTimes.

4) @XiaomiIndia@XiaomiIndia tweeted bright and colourful videos to build curiosity around #MiPopPlay, urging people to check out its live stream announcing new apps for music and video. It also held an event for Mi fans, #MiPopPlay in Mumbai and tweeted highlights from the show, asking fans to Retweet to win F-codes. In its most engaging tweet from last week, @XiaomiIndia tweeted an important update re-garding #RedmiNote5Pro and #MiTV4.

5) @OnePlus_INInviting people to be a part of the much awaited #OnePlus6 launch event, @OnePlus_IN announced that the launch invites were up for grabs. These were soon sold out. The brand also shared two interesting videos to promote #OnePlus6. The first one featured Gaurav Kapoor (@gauravkapur) and the second video centered on slowing down time. The most engaging tweet from @OnePlus_IN fea-tured the locations of the #OnePlus6PopUp across Indian cities and encouraged people to sign up for their respective cities.

MADE FOR INDIA 2“I just keep it simple. Watch the ball and

play it on merit.” Sachin Tendulkar

1) @GodrejApplianceIt has been yet another successful week for @GodrejAppliance’s season long contest #HeavyDutyPerformer as it continues to be the most engag-ing brand. That’s two weeks in a row. @GodrejAppliance asked fans to guess who will be the #HeavyDutyPerformer before the start of matches to stand a chance at winning exciting prizes. The brand was also successful in keeping fans engaged during the match by posting match up-dates and announcing winners for the #HeavyDutyPerformer contest.

2) @Vivo_India@Vivo_India has prizes in store for almost everyone no matter what city they’re from, with its season long contest, #PerfectFan. @Vivo_India has been giving away prizes like match tickets and smart-phones. To win all fans need to do is use #VIVOIPL and #PerfectFan while discussing scores or players on social media. Last week, the brand tweeted out a contest alert announcing free ticket giveaways for the match between Kolkata Knight Riders and Chennai Super Kings. It was the brand’s most engaged tweet.

3)@HPIndia@HPIndia urged fans to prove that they’re the biggest RCB (@RCBTweets) fans and show their love by sharing a picture of themselves cheering the squad. The best entries were printed from HP Sprocket and put up on the fan wall, with one entry every week receiving an autographed print. In what was a must-win game for @RCBTweets, they beat Mumbai Indians (@mipaltan) and to celebrate on Twitter, @HPIndia shared a GIF of players using

the HP Pavilion x360 Laptop with write-on-screen technology to ink their winning story, with #ReinventYourGame.

4)@VodafoneIN Being the unofficial sponsor of fans, @VodafoneIN has been engaging with fans during the match ad breaks with its FANtastic Breaks contest, asking them to answer simple questions in order to stand a chance to win iPhones. Taking it up a notch, the brand is now providing fans a chance to visit Lord’s Cricket Ground. To announce this new prize, @VodafoneIN shared a new video featuring ZooZoos that got over 74,000 views.

5) @TicTacIndiaThe official cheerleader partner for four IPL teams this year, @TicTacIndia has been spreading the cheer by tweeting out videos of cheerleaders as well as players from different teams showing off their dance moves. In another ef-fort to #ShareTheCheer with IPL fans, @TicTacIndia has been giving away match tickets to engage and encourage fans to follow @TicTacIndia, retweet tweets by @TicTacIndia and share videos and photos of themselves supporting their favourite team with #ShareTheCheer

The index looks at the live list of all advertisers on the platform and measures the total number of user engagements with all the tweets that they sent out that week - specifically this is a sum of all the replies, retweets and favourites across all tweets that week.

the twitter index the twitter indexThe Twitter Cricket Index looks at the live list of all advertisers on the platform and measures the total number of user engagements with all the tweets that they sent out that week - specifically this is a sum of all the replies, retweets and favourites across all tweets that week.

The Real Winners & Losers Of IPLAs the 11th edition of the mega sporting event heads towards the finale, Brand Equity gets a bunch of adwalahs to pick

their best and bekaar of the IPL ads over the years. By Amit Bapna

TWITTER CRICKET INDEX DATED MAY 9, 2018

the tweet rankers

Top Brand for April is @OnePlus_IN (The brand with the highest aggregate volume of engagement on Twitter for April).

Top Tweetof the month for April is from @LGIndia (The brand tweet with the highest amount of engagement for the month of April).

Top Video Tweet of the month for April is from @NexaExperience (The video brand tweet with the highest amount of engagement for the month of April).

SIDETAKE

On April 30, Instagram named Kristie Dash to head its beauty partnerships team, according to Glossy. Like with Instagram’s fash-ion partnerships team catering to the fashion industry, the beauty partnerships team will provide the beauty industry with an ac-cess point that will help brands take full advantage of the app to drive sales, and foresee and pre-pare for oncoming challenges. The beauty industry is estimated to be worth $445 billion, with an annu-alized growth rate of 6.4% a year. Fashion and beauty brands have thrived on social platforms, where they can engage directly with consumers, build brand recogni-

tion or improve discoverability, and ultimately drive sales. To encourage direct sales, Instagram is reportedly planning a native payments fea-ture that would let users make a purchase without ever leaving the app, per TechCrunch. If brands see serious sales lift, they’re more likely to invest resources in the platform, either by developing content or buying adsInstagram has offered beauty brands and influencers direct ac-cess to consumers. This has made it that much easier for brands to determine and analyze consumer behavior, and then modify their own accordingly, as a way of sync-ing up with consumer demand. To that end, Instagram has also guided brands through product development. Because brands can see what’s trending on the plat-form in real time, they can gain deeper insight into consumers’ preferences and interests as they evolve, propelling new products or product enhancements.

Source: Business Insider

Instagram is setting up a resource team for beauty brands

Priti MurthyChief Executive Officer, OMD India

Best: Vodafone ‘Make the most of now’11 years of IPL and Vodafone has consistently ap-proached it with focus and created stories. Right from the pug to ZooZoos, and last year with ‘Make the most

of now’: an old couple enjoying new journeys and how Vodafone is en-abling them. It was so real; I could see that happening with my parents!

Bekaar: Gionee ‘Selfiestaan” They had a powerful celebrity, but a jingle, song and dance, and a single-minded selfie focus didn’t add up. It didn’t mean much at all.

Ashish KhazanchiManaging Partner, Enormous

Best: IPL ‘Manoranjan ka Baap’The first IPL campaign is as yet unbeaten. It took the usual jingoism out and clearly positioned IPL as something that would compete with anyone’s favou-

rite entertainment and still win. It was a different way of looking at sport and created anticipation even among cricket novices.

Arvind KrishnanManaging Director, BBH India

Best: Virgin Mobile ‘Indian Panga League’ I like this because it used the IPL in the work, not just the media event. It outdid every other category player that year. The campaign got better and better as the tourna-

ment progressed. They had made over 120 films I think.

Bekaar: IPL ‘Dil Jumping Japang’ My least favourite is also equally pretty easy to recall: Jumping Japang. The mere mention of it reminds me of my root canal proce-dure from years ago and the numbing dentist’s drill that one had to go through multiple times. A copy of Hey Whipple, Squeeze This (a book on ‘creating great ads’ by Luke Sullivan) to all the creators of this cam-paign, if they still have jobs that is.

Jaibeer AhmadVice President and Client Services Director, J Walter Thompson, Gurgaon

Best: Virgin Mobile ‘Indian Panga League’

One of the most memorable campaigns around IPL was done by Virgin Mobile in 2010. While the brand has vanished from the scene, this campaign has done a lot for IPL as a brand. It was a highly engaging campaign that connected strongly with youth through a perfect mix of humour, banter and rivalry between friends.

Bekaar: IPL ‘Best v/s Best Anthem’ After a decade of some of the most entertaining campaigns such as Manorajan Ka Baap, India Ka Tyohaar etc this one was a let-down, both in terms of originality and execution. The ads in second phase of the campaign are looking a bit more interesting.

Vidhu SagarNational Director - Lintas Mediahub, MullenLowe Lintas Group

Best: IPL ‘Kaun Jeetego?’ Right from the time I first saw it, the latest IPL promo ad “Kaun Jeetego?” has struck me as pure gold. The secret recipe behind

the unwavering popularity of IPL, despite numerous controversies, has been the thrill of watch-ing hard-fought, tight matches played by world’s best cricketing talent. One may have favourites, but here, quite like in a who-dunnit, you’re never quite sure

what’ll happen in the end. And fact be told, everyone likes a good contest. The strategic proposition for 2018 is thus built on a strong insight: when you have genuine supremos fighting, you can never quite predict who’ll win. The creative of the main TVC is brilliantly scripted, enriched by wonderful characterisations and effortlessly enacted and well-shot at realistic, rustic locales (don’t miss the small touches through the props used - like the yellow phulwari snacks wrapped around the five fingers of the young lad). The ad ends with an innately resonat-ing core thought: “when tigers fight, it’s a contest to watch”. For more than one reason, the 2018 IPL commercial for me is simply wow.

Bekaar: IPL ‘Bharat Bandh’While I liked the core thought of “Bharat Bandh” used during 2012 edition’s promos - highlighting the overwhelming appeal of a passion event called IPL - I found this particu-lar rendition very cheesy and lacking originality. In its attempt to appear massy and mainstream, it also casts a racial slur while not adding anything meaningful to the storytelling. I am sure a little more ingenious effort could have led to a more interesting take on the Bharat Bandh thought.

PRESENTING THE BRAND ENGAGEMENT INDEX AS ON MAY 9, 2018

Emerging Brand for April is @HPIndia. (Highest % in-crease in engage-ment comparing month-on-month (March to April) data).

2THE ECONOMIC TIMES MAY 16-22, 2018

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John Montgomery, GroupM’s global executive vice president of brand safety, breaks down the Facebook-Cambridge Analytica imbroglio.

BY PRIYANKA NAIR | MUMBAI

What are your reactions to the recent Facebook scandal?Let’s call it a controversy. Here’s what happened, Cambridge Analytica misused data of the commis-sioned user base who answered a personality question-naire. This happened because Facebook then allowed Cambridge Analytica to assess a user’s friends’ data as well, which lead to a significant increase in the number of users whose information was collected.

In 2014, Facebook realised that sharing of the users’ friends’ data is something that they didn’t intend to do, and so they stopped it. But Cambridge Analytica retained the data, and used it, which they shouldn’t have done. From this, we need to understand that Facebook’s policies were in place. What wasn’t in order was the process of notifying users and taking action. Also, they couldn’t stop Cambridge Analytica from using the data, in spite of red flags.

Mark Zuckerberg and his team did take wise steps thereafter, which allowed users to know what data is out there on the platform, and what they can do to control it. Having said that, there was a failure of processes, they were silent for a very long time. In today’s world, seven days is way too much to brew the episode and arrive at different conclu-sions. This made things worse.

Was there any pushback from your clients?When the Volkswagen diesel episode happened, did the existing consumers stop using their cars, or for that matter did people stop buying cars from the brand?

The answer is no. The same applies here: people have not stopped using Facebook. We really don’t think there

is a reputational issue with advertisers. The reputational issue is with Facebook.

We often review Facebook advertising for our brands. When we asked them, does it

work for them even now, the answer was a big yes. If this continues to work, and there is no

reputational issue, I don’t see why brands will stop spending on the platform.As long as the utility of Facebook is strong,

people will continue to use it. The moment that changes and data breach becomes a worry to the

end users, then it is a different story. As of now, our numbers show that the engagement on Facebook hasn’t gone down, and the people who have acted on the #DeleteFacebook is insignificant.

It is the biggest crisis in Facebook’s history, and I am not trying to minimise its effect. I am just trying to ra-tionalise the situation for our clients. A few brands did withdraw their advertising on Facebook, but honestly, it looked like a PR stunt to me.

Now, Facebook needs to be extra cautious because they are closely being watched by their billion user base.

Keeping end users in mind, how would you have handled it, if charged with fixing things at Facebook?Facebook’s ultimate response has been good, but very slow. I am not a multi-trillionaire, who would know what happens in the boardrooms of Facebook. But if I was in Zuckerberg’s place, I would have come out on the very same day and said, “This is terrible. I am sorry. We are on it. I will take responsibility for this. Just give me five days to come back to you with a detailed report.”

The silence of seven days killed it.

Recently, Unilever and a few others threatened to pull ads from various digital platforms. Do such comments worry you?I think that statements like these have helped the mar-ketplace. When the CMO of world’s largest FMCG com-pany comes out and says, “Enough is enough”, that’s when the industry takes things seriously. We have been doing brand safety for around five years now, but it re-

ally started getting huge momentum when companies like Unilever and P&G got behind this and demanded a better quality of digital inventory. And, that’s why it wasn’t worrying but very helpful.

Discussions around fake news have been get-ting a lot of attention. What can India do to fix this issue?

Fake news is everybody’s problem. Social platforms need to take the responsibility because they are the ones who are making money from advertisers. While they have put big resources behind this, the commu-

nity that needs to self-realise and report these issues are the common people.

Unfortunately, fake news is much more difficult to de-tect, than say hate speech. In the future, we will surely see technology that will solve these issues. Having said that, we should understand that fake news is not a brand safety problem, it is a social and democracy issue. The effect of this is much more significant than one can imagine.

priyanka.nair@timesinternet.in

FAKE NEWS IS NOT A BRAND SAFETY PROBLEM, IT IS A SOCIAL AND DEMOCRACY ISSUE

“The Number Of People Who’ve Acted On

#DeleteFacebook Is Insignifi cant”

Karthik Srinivasan points to the ease of searching and adding to cart; discounts; the difference in list price and money saved; serving up of related products; multiple payment options including COD and prompt messages, every step of the journey. Elements that built trust. He adds, “That all of this was being done overseas by Amazon is a different story. Flipkart was the first online store, for many Indians, that did

this. COD was launched by Indiaplaza; Flipkart executed it on scale, and hence got tagged with the idea!”

Similarly, online shopping fests with huge discounts existed before Flipkart’s Big Billion Day. But the sale had such an outsize impact, com-petitors like Google’s Great Online Shopping Festival and a similar initia-tive by Citibank died quiet unmourned deaths. The first edition included never

seen before deals, server crashes, an-gry customers — that paradoxically made people more and not less eager to shop on the site — and ended with a huge apology from Flipkart, but also some humble brags that clearly sig-nalled its position in the market.

Id i S r i n iva s Mu r t hy, C E O, KarmaYoga and former marketing head at Snapdeal believes a huge build-ing block of Flipkart’s success was its ability to take bold moves and bounce back if they went wrong: “Going app only on hindsight was not the right

move. At Snapdeal we were split on go-ing that route, but finally decided India wasn’t ready. Flipkart did it, took some heat and reversed equally smoothly.” The same ethos drove the decision to return to kids as a communication plank when, after a split from Happy, Flipkart opted for a couple of years of more conventional but less impactful advertising.

While the jury is out on what Flipkart ought to do next, and how much Walmart is likely to dictate its marketing strategy, experts agree that what got the brand here won’t take it much further. Says Srinivasan, “Continuing kids-as-adults doesn’t seem that appealing or useful since the need for ‘category sell’ is not as strong. Beyond that, Flipkart doesn’t seem to have recurring themes that people can remember. Big Billion Day is per-haps the closest second layer, though it is rather transactional.” He expects Amazon with its assortment story and better customer service “starting from the premise of the customer be-ing right as opposed to Flipkart’s ‘let get to the bottom of this’ approach” will do better in the long run. Murthy feels it’s going to be an even contest and both companies are following diver-gent routes. Amazon is betting big on content with Prime. Flipkart is going after the second opportunity: the gro-cery basket, an area its new partner Walmart has great expertise in.

The communication cycle so far has included everything from spray and pray bursts to cute ads to scrapping on Twitter. The missing link: harness-ing data to create a more personalised offering. Maybe even a bespoke Big Sale Day for an individual customer, where she gets the best deals on what she wants. And where she isn’t one in a billion, competing for the same prize.

ravi.balakrishnan@timesgroup.com

Clicks & Mortar... ‘Marketers get tired of their...’Peres: Big changes in media habits and be-haviour, fragmentation of channels, etc have created a fair share of challenges. The good thing is we are being very agile, based on which we’ve stayed at the top of our game as far as communication is concerned. Then there’s share battles. To be able to hold high shares, defend them and even grow them in the recent past is hugely challenging. Especially since newer players have deep pockets and are start-ing from a small base; so it’s easy to outgrow an incumbent. But I think we’ve stepped up to these challenges.Anil Viswanathan: Building on what Prashant said, we’ve been putting out inter-esting and incremental innovations over the

last few years. Be it global initiatives like Silk Oreo, Fuse or local innovations like Lickables. The challenges are around making the most of these, to continue investing in expanding and growing these and helping them drive cat-egory growth. And then we still have our core to invest behind, that’s CDM and other strong brands here like 5 Star, Perk and Gems.

Consistency is a virtue, not burden: On advertising without an expiration date and those who feel it’s iterativePeres: The most wonderful things about CDM, 5 Star and Silk is that they’ve been sold on the same plank for almost a decade and more. Great brands are true to what the brand stands for, true to the proposition and keep it relevant.

If you do that, you are at the highest order of communication and marketing.

It’s very exciting for any marketer to come in and say ‘I’ll change this brand, take it to a new space and leave a mark on it.’ But the hallmark of great marketers is taking a brand to the next level without changing it. Brands are built over years and not campaign on campaign. Sure it’s not like we’ve got everything a 100% right on 5 Star. Once we realised we were losing a bit of our connect with the youth and maybe Ramesh and Suresh weren’t as cool as they were in the past, we changed the way we approached the same concept of ‘getting lost in the taste’. Because that’s where the product is and we never want to stray from that.

Silk is positioned as an immersive and messy eat. We recently released a Silk song and had a contest for consumers to playback their ver-sions. Not only did we get tremendous engage-ment, but we got responses in multiple lan-guages. CDM’s communication is all about re-lationships and the small acts that grow these bonds. We’ve stayed true to that for decades and to ‘kuch meetha’ for over 14 years.Viswanathan: We strongly believe in holding on to legacy. As the old adage goes, ‘Marketers get tired of their advertising before consumers do’. What we like to do is “fresh consistency”. As category and consumers evolve, new chal-lenges crop up. Marketers need to focus on dis-tinctive assets and leverage them in interest-ing ways.

It’s easy to put out new pieces of communi-cation. It’s harder to refresh the same things. Chisel it and refine it when it doesn’t work, adapt to make it relevant and cotemporary. It’s coming off a strategy and not like we’re running out of fresh things to say. These are brands that have been created and built with a lot of care and we intend to keep fresh consis-tency going.

delshad.irani@timesgroup.comFor the full interview please

visit etbrandequity.com

How making its products look better helped Dell do better business. By Ravi Balakrishnan

Airports are an unlikely ven-ue for a business changing epiphany. But that’s exactly where inspiration struck Sam Burd, along with the realisation that his com-pany needed to up its game

on design. Burd, president- client solutions group, Dell, spied a customer with one of his company’s trademark black, bulky laptops waiting to catch a plane at Austin, Texas. He was on the point of striking a conversation with the Dell owner to ask about his experi-ence with the brand, when he no-ticed the computers the man had bought for his kids. They were all from Apple. Burd says, “I’m sure he was thinking ‘why do I have this big system, that’s the tool for my work and professional life?’ And he was using it to buy these other things for his children.” It made Burd realise that whether for home or at work, “We need to have stuff that’s really great for people to use, but also something that they want to carry around and which adds to their personal

sense of worth.”And so began Dell’s journey to reshape its staid bulky range into something a lot more attractive, while still retaining the func-tionality and secu-rity that its customer

base had come to expect. For a design overhaul Dell turned to

Ed Boyd, currently senior VP – experience design

group Dell whose previous ex-

p e r i e n c e i n c l u d e d Ni ke a nd Sony. The XPS range launched i n 2 0 1 2 was the

product of this thinking.It was a necessary shift because the looks of

a computer, long thought to be a concern only with the consumer segment, was influenc-ing the commercial segment too. Says Burd, “In the commercial space, companies used to say, ‘the CIO will hand people whatever we give them.’ But today, they are telling us ‘Help me with products that will appeal to my end users. Even if it’s a little more expensive, we’d rather give them something they love, something they take on vacation and pull out at home in the evening.”

Companies that previously gave interns ancient legacy laptops and puzzled over why none of them returned are having a better go of retention once they started handing out new computers, according to Burd: “It shows that a company cares about staff and is willing to invest to give them great tools.”

Dell brought many cutting-edge features to its consumer range first, given a lower cost attached to such experiments. But they’ve soon spread to the commercial part of the busi-ness. The company is always trying to walk the line between staying on trend and ensuring it isn’t crippling functionality. Speaking of the five-year-old XPS range, home to many of Dell’s latest technology, Burd says, “We are not so crazy as Apple where they have just one port on the system. While we are trying to make the system thin, we have two USB C ports, but if someone, somewhere in-sists they need a VGA port too, maybe there’s another model for them.”

Dell has ef fected a turn-around not just in what its

machines look and feel like, but with boast-worthy results elsewhere too. It’s been a consistently strong performer at industry shows, winning 87 awards at CES this year: “more than our next two competitors com-bined,” as Burd points out. Year-over-year worldwide PC shares have been growing for 20 consecutive quarters. The client solu-tions group revenue stood at $10.6 billion, up 8% from last year.

As for the kids of the dad that got Burd thinking? He hopes they are totting Dell XPS 13s now.

ravi.balakrishnan@timesgroup.com

SIDETAKE

Wendy’s is weaponizing “Avengers: Infinity War” spoilers in its burger battle with McDonald’s. On Monday, McDonald’s announced that it had completed its roll-out of fresh-beef Quarter Pounders across the United States. Fresh beef has long been Wendy’s signature — and the fast-food chain has refused to give up its ad-vantage. In February, the chain launched a national campaign highlighting its fresh beef and slamming McDonald’s for its fro-zen patties. This week, Wendy’s has taken to social media to slam McDonald’s for its burgers that do not use fresh beef. And, it

got the Avengers involved — even spoiling the end of “Avengers: Infinity War.” On Tuesday, Wendy’s tweeted a pho-to of a Big Mac disintegrating and floating away, with the caption “TFW yo beef’s still frozen.” For people who haven’t seen “Infinity War,” but don’t care about spoil-ers, the meme is a reference to the end of the movie, in which half of the Avengers vanish. As Spider-Man vanishes, he says “I don’t feel so good” — an instantly meme-able moment that has dominated Twitter since “Infinity War” came out.

Wendy’s tweet quickly went viral, with more than 5,000 retweets and 12,000 likes on Tuesday afternoon. Wendy’s is known for its tongue-in-cheek

humor, and it isn’t afraid to take a shot at McDonald’s. “We wanted to

make sure that people aren’t confused about what is communicated and what is reality,” Kurt Kane, Wendy’s chief con-cept and marketing officer, told Business Insider in March,when Wendy’s began its most recent anti-McDonald’s social media campaign. He added: “You shouldn’t have to use a decoder ring to figure out what quality you’re going to get” when you or-der a burger.

Source: Business Insider

WE NEED TO HAVE STUFF THAT’S REALLY GREAT FOR PEOPLE TO USE, BUT ALSO SOMETHING THAT ADDS TO THEIR PERSONAL SENSE OF WORTH

Wendy’s spoils the end of ‘Avengers: Infi nity War’ in its latest brutal attack on McDonald’s

Happy To Help Happy mcgarrybowen’s Kartik Iyer on creating one of India’s most iconic campaigns

How did the famous kids campaign for Flipkart come about?When Flipkart came to us, they were just about three years old. They were doing digital advertising — SEM and SEO — by themselves; that set the trend for all start-ups. Our first job was to grab the lowest hanging fruit: people already buying books. But what they actually wanted was the next wave of growth. Our first commercial, the Fairytale, didn’t double or triple traffic which was what they and the investors were looking for. We hadn’t discussed these success parameters. So, we quickly went into a huddle and asked them to give us another chance. We could’ve lost the business if we went wrong. Research revealed Indians

at the time had an issue with and trust concerns about online shopping. We had to build trust. It was clear that only three things consistently work in ad-vertising: animals, old people and children. Vodafone was using animals and old

people were being used by all other brands! And so we created ‘No Kidding No Worries’ around service benefits that Flipkart had built into its product like 30 Day Returns, COD and original warranty. It went on to make history with 800% to 900% growth.

What was the experi-ence like working with Flipkart?It got sweeter since the first kids campaign

did so well. I don’t think any category has seen that kind of growth or re-sponse after a campaign. We got an Xbox as a gift after that. It seemed a big grand gesture and we were very happy back then!The next step was getting people who were surfing but not transacting. We worked with them all the way to the first Big Billion Day.Over time, the people who had taken decisions when Flipkart was growing had been pushed up. In a rapidly chang-ing world of startups, the core teams often forget to hand over relationships as they grow. This affects the brand, es-pecially when new talent joins and they want to prove themselves with their own agendas in an already successful environment. Around the second Big Billion Day, we were told someone else was doing the films. We had, by that time, already split the business with Lowe Lintas. We wanted it all or nothing. They talked about renegotiating our relationship and so we decided to walk away.

For complete interview, please visit etbrandequity.com

Design Of The Times

Sam Burd

3THE ECONOMIC TIMES MAY 16-22, 2018

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CLASSIC BE 4“If it doesn’t sell, it isn’t creative.” - David Ogilvy

Judges’ Corner ‘Power of Print’ judges share their thoughts on the role of print in advertising and building brands and a recent print campaign that won hearts, minds and wallets

Amer JaleelChairman

and CCO, Mullen Lintas

Print has cleverly got itself into a position of respect without the other media

realising it. While TV has become more or less entertainment and the digital duniya is pitched as progressive and future-facing…Print or at least respect-worthy print has reached an evolved and staturesque position. Print when done well can change the direction of the world.Having said that, print advertis-ing needs a reboot. Right now, it is at the level of information and bazaaru work. It can do more. It can be more about brand-building. I feel print should come out with more innovative mod-els for advertising. But it should always respect its own position in media. Those who chip at this respect and honesty will be the ones who kill print.

Josy Paul Chairman and CCO, BBDO India

When I think of print advertising, I don’t just think, I also see. I see

three great print ads. The first ad I see is a typography led ad with the shocking headline ‘Nude models wanted’. On reading further you realise it’s a call for babies to model in a Johnson’s baby advertise-ment. The other ad I see is ‘Think Small’ for the Volkswagen Beetle. And the third is my all-time fa-vourite – the Benetton ads with warring politicians, presidents and world leaders kissing each other!The role of print is to create news for brands. To keep brands alive in the minds of people not just con-

sumers. It can be the starting point of a brand’s new message. Or it can play an integral role in the brand’s larger point of view.

My PickThe invitation from Burger King on World Peace Day calling out to McDonald’s to partner with them to create a joint-burger called “McWhopper”. Burger King bought a full-page ad in The New York Times and The Chicago Tribune (the city where the McDonald's headquarters is located), publishing an open letter to McDonald's, asking the brand to collaborate on a limited product, the "McWhopper," to be sold on one day only. All proceeds would go to Peace One Day, a non-profit organisation dedicated to spreading peace. The ad won the Grand Prix for Print at Cannes Lions 2016.

Malvika Mehra

Founder, Tomorrow Creative Lab

Print is permanent, kinda like a tattoo. Except it's ink on paper. Hence it requires

commitment on all fronts — mes-saging, craft and detail. Those are my hallowed three. While the brand world is rapidly changing with digital, it's ironic but all the more I feel there is (and always will be) a need for tactile. Else folks wouldn't be buying magazines, books and subscrib-ing to newspapers. So in a strange way, print advertising is actually voluntary consumption of brand messaging. Why wouldn't any brand manager want to use that to her advantage?

My PickKFC's 'FCK, we’re sorry’ when they ran out of chicken in the UK.

Rashi Goel, VP - Consumer Communications & E-Commerce, Nestle

When it comes to optimizing return on brand building investment, it is the right

combination of media touch point and message that matters most. We believe print is relevant for building instant reach build-up of announcement led messages – precisely why most new products today leverage print to announce their launch. Additionally, we have also found print very effective wherever the brand objective is to drive behaviour change, is education related and the messaging needs to appeal a lot more to the rational part of the consumer brain.

My PickThe Volkswagon Talking Print ad combined two dif-ferent senses of sight and audio to tell the brand story very effectively. Among the recent advertising cam-paigns one of my favourite is #WelcomeBackMaggi where print (in this case The Times of India) was lever-aged to communicate and most importantly celebrate the return of Maggi noodles in the market. Among oth-er things, The Times of India masthead was changed to communicate that The Times of India is welcoming Maggi back.

Zenobia Pithawalla Executive Creative Director, Ogilvy & Mather India

Print plays a very im-portant role in brand building. Because as a

medium its strength is you have the consumer's entire focus. Unlike screen time, where either it's zombie viewing, or multiple view-ing. Print allows you to say everything you want to say to a more interested and less distracted audience. Also there are categories like beauty and lifestyle, where one needs a print ad to drool over. The imagery, the abil-ity to linger on the visual, the sense of touch, all work together to make the product irresistible. It's really the dif-

ference between holding it in your hands versus swiping it.

My PickThe best is David Miami's 'Flame Grilled since 1954' for Burger King. In the age of social media, people connect with you when you are seen as less than perfect. This print campaign borrowed from that philosophy and endeared itself to every-body. Simple messaging, ar-resting visuals and a brand that was okay with laughing at itself. That's what makes this one a winner.

‘Power of Print’ is a Times of India initiative in partnership with Nestle. The competition invites participants to work on a live brief and create a print ad. The winning entry gets a pan-national release in The Times of India. Creators are also awarded a trophy at the Kyoorius Awards and win a trip to the Cannes Lions International Festival of Creativity.

Regn.No.MAHENG/2002/6711Volume 17 Issue No. 20Published for the Proprietors, Bennett Coleman & Company Ltd. by R. Krishnamurthyat The Times Of India Building, Dr. D.N.Road, Mumbai 400 001Tel. No. (022) 6635 3535, 2273 3535, Fax- (022)-2273 1144 and printed by him at (1) The Times of India Suburban Press, Akurli Road, Western Express Highway, Kandivili (E), Mumbai 400 101. Tel. No. (022) 28872324, 28872930,

Fax- (022) 28874230 (2) The Times of India Print City, Plot No. 4, T.T.C. Industrial Area, Thane Belapur Road, Airoli, Navi Mumbai-400708 and (3) TIMES PRESS, Plot No. 5A, Road No. 1, IDA Nacharam Ranga Reddy District, Hyderabad-500076. Editor: Ravi Balakrishnan(Responsible for selection of news under PRB Act). © All rights reserved. Reproduction in whole or in part without the written permission of the Publisher is prohibited.

4THE ECONOMIC TIMES MAY 16-22, 2018

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