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IMPACT & ANALYSIS OF INNOVATION IN MEDIA BUSINESS

MANIPAL UNIVERSITY

Research project submitted to the Manipal University in partial completion of

II Semester, MBA in Media and Entertainment

By:

MR. ANKIT BANGA

Under the guidance of

MR. NAWAZ AHMED

Faculty

DEPARTMENT OF MEDIA AND ENTERTAINMENT

MANIPAL UNIVERSITY

BANGALORE 560 038


TABLE OF CONTENTS

CONTENTS PAGE NO

A. List of charts/graphs (I) & (II)


B. Declaration of the student (III)
C. Certificate from Guide (IV)
D. Acknowledgment (V)

1. Overview 1- 3
2. Introduction to Research 4-5
3. Innovations in traditional Media 6- 9
4. Benefits of Innovation 10
5. Significance of the Research 11- 12
6. Objective & Hypothesis 13
7. Limitation 14
8. Review of Literature 15-
A. Are you teasing the customer- By Ramanujan Sridhar
B. Volkswagen Campaign- Campaign India
9. Conceptual Framework 21
10. Research Methodology 22-29
11. Questionnaire Design 30-34
12. Secondary Data 35-36
A. Innovation In IPL
B. Financial Facts IPL
C. Idea Outdoor Campaig

13. Assumptions 37
14. Primary Data Analysis 38-77
15. Interviews 78-86
A. Mrs Gita Ram VP Omni Com Media Group
B. Mr Vijay Mamjain Marketing Manager Times of India

16.Media Professional Survey Analysis 87- 89


17. Research & Findings 90-98
18. Hypothesis Testing 99-100
19. Conclusion 100-102
20. Bibliography 103

1
LIST OF CHARTS & GRAPHS

1. Age graph Chart A


2. Gender Chart B
3. Occupation Chart C
4. Place Chart D

5. Exposure to Innovation Chart 1.1


6. Exposure to Innovative Medium Chart 1.2
7. Exposure to Innovative Brand Chart 1.3

8. Innovation Drive Chart 2.1

9. First Brand recall for IPL Chart 3.1


10. Second Brand recall for IPL Chart 3.2
11. Third Brand recall for IPL Chart 3.3
12. Overall Brand recall for IPL Chart 3.4

13. First Brand recall for Push Back Screen IPL Chart 4.1
14. Second Brand recall for IPL Chart 4.2
15.Third Brand recall for IPL Chart 4.3
16. Overall Brand recall for IPL Chart 4.4

17. Property Association Strategic Time Out IPL Chart 5.1


18. Property Association Decision Pending IPL Chart 5.2
19. Property Association Mumbai Indian Team IPL Chart 5.3
20. Property Association Kamal Ka Catch IPL Chart 5.4
21. Property Association Maximum Sixes Chart 5.5
22. Property Association Blimp Balloon Chart 5.6
23. Property Association Kings XI Punjab Team Chart 5.7

24. Brand Association reality show Big Boss Chart 6.1


25. Brand Association reality show Raakhi Ka Swayambar Chart 6.2
26. Brand Association reality show Roadies Chart 6.3
27. Brand Association reality show Dance India Dance Chart 6.4

28. First Brand recall from presentation Chart 7.1


29. Second Brand recall from presentation Chart 7.2
30. Third Brand recall from presentation Chart 7.3
31. Overall Brand recall from presentation Chart 7.4
32. Presentation Innovation Interesting Chart 7.5
33. Most Captivating Innovation from Presentation Chart 7.6
34. Time Spent on each ad from presentation Chart 7.7
35. Best Innovation from presentation Chart 7.8
36. Scene before advertisements presentations Chart 7.9
37. Scene before advertisements Brand presentation Chart 7.10
38. Will you try Nimbooz? Chart 7.11
39. Category Association Cars Chart 8.1
40. Category Association Shoes Chart 8.2
41. Category Association Home Appliances Chart 8.3
42. Category Association Mobile Phones Chart 8.4
43. Category Associations Banks Chart 8.5
44. Category Association Chocolates Chart 8.6

(I)
LIST OF CHARTS?GRAPHS

45. Category Association Detergents Chart 8.7


46. Category Association-School Chart 8.8
47. Category Association Cement Chart 8.9

48. Respondent's mobile connection Chart 9.1


49. Respondent's preferable mobile connections Chart 9.2

For Media Professionals

50. Importance of innovation for Medium- Chart 10.1


51. Importance of innovation for Brand- Chart 10.2

53. Choice between innovation and regular advertisement, Option 1 Chart 11.1
54. Choice between innovation and regular advertisement, Option 2 Chart 11.2
55. Choice between innovation and regular advertisement, Option 3 Chart 11.3
56. Choice between innovation and regular advertisement, Option 4- Chart 11.4

57. Innovations break clutter IPL Chart 12.1

58. Innovations Outdoor media survival Chart 13.1

59. Future of Traditional media Chart 14.1

(II)
DECLARATION OF THE STUDENT

I, Ankit Banga hereby declare that the work, which is being presented in the project
entitled “Impact & Analysis of Innovations in Media Busines” is in fulfillment with
the project requirement for MBA in Media and Entertainment during the year 2009-
2010, is an authentic record of my own work and carried out under the supervision of
the guide Mr. Nawaz Ahmed, Faculty at Manipal University.

(III)
CERTIFICATE FROM THE GUIDE / CO GUIDE

DEPARTMENT OF MEDIA AND ENTERTAINMENT


MANIPAL UNIVERSITY
BANGALORE 560 038

MANIPAL UNIVERSITY

This is to certify Ankit Banga has successfully completed his research


project entitled “Impact & Analysis of Inovations in Media Business”
assigned by the university for MBA in Media and Entertainment during the
year 2009-2010.

Name : Ankit Banga


Register Number : 092516098
Date :
Place : Bangalore

Signature of the guide:

(Mr.Nawaz Ahmed)

(IV)
ACKNOWLEDGMENT

I would like to put forward my sincere gratitude to “Manipal University”, for


giving me this opportunity to explore our industry even deeper, by giving me this
research project to undergo.

I would also like to take this opportunity to thank my Prof Nawaz Ahmed, for
motivating me to take up this project and also consistently guiding me and
monitoring my progress.

I would also like to acknowledge, M/s Gita Ram (Omnicom Media Group) & Mr
Vijay Mamjain (Times of India) for speaking to me and providing me relevant
knowledge for this research project.

It would not have been possible to complete this project, without the support of the
respondents, I would like to thank each respondent for sparing his/her time and
providing me with data, that has led to the completion of this project.

In the end I would also like to thank my Parents and my friend Pooja Jobanputra for
their support and motivation throughout this project.

Ankit Banga

092516098
MBA (M&E)

(V)
AN OVERVIEW

T
he overall Media & Entertainment industry
size grew from INR 579 billion in 2008 to INR
587 billion in 2009 at a rate of 1.4 percent. The

growth rate is expected to increase to 11.2 percent in 2010,


as the industry witnesses a recovery. The CAGR from
2006 to 2009 has remained at 10 percent and the industry is
expected to grow at a rate of 13 percent in next five years.

TELEVISION
TV and Print are the largest sectors of the industry contributing to greater than 70
percent of the revenues. Their dominance is expected to continue going forward. TV is
the largest segment of the Indian M&E industry with a size of INR 257 billion in 2009,
the industry has transformed itself in the last few years with a reach of almost 500
million TV viewers. The overall penetration of the TV households has increased from
50 percent five years back to 60 percent now. Also with increasing clutter in the
television advertising, and every brand running in rat size for its own share of voice, it
becomes necessary for a medium like television to innovate into new options to offer
their clients for them to choose Television over other Mediums and so that their brand
gets high exposure and a greater return of investment.

PRINT
India is the second largest print market in the world with a readership base of over 350
million. Internationally, the developed markets are witnessing slowdown in circulation
and readership due to the high levels of digital media penetration, market saturation and
changing media consumption habits. The Indian Print market, on the other hand,
continues to be attractive primarily

1
AN OVERVIEW

due to low level of print media penetration currently, supported by increasing


overall media penetration and low levels of digital media penetration.
However, the structure of the Indian Print Media industry is characterized by a high
level of fragmentation and regional diversity. There are more than 62,000 newspapers
printed, of which, approximately 92 percent consists of Hindi and other vernacular
languages2. English newspapers are primarily focused on the metro cities and urban
areas, while Hindi and other regional newspaper primarily target the non metro
population
With low cover prices, newspapers are dependent on advertisement revenues which
typically contribute around 70 percent of newspaper revenues with the balance being
circulation revenues. The mix is different for magazines with circulation revenues
contributing to around 60 percent of magazine revenues due to the higher cover prices of
magazines.

RADIO
Like other sectors in media, the private FM Radio industry was affected by the
economic slowdown, declining by around 7 percent during the year revenues for
individual players either stayed largely flat or de-grew by up to 10 percent. With Phase 3
de-regulation, a number of new licenses are being put up for auction. More importantly,
it is expected to lead to an improvement in industry cost structures (with expected policy
reforms such as permitting multiple frequencies, and permission for networking
programme across stations) and hence profitability at radio networks. Further, radio is
an evolving medium, and is gradually starting to gain acceptance with advertisers.
These factors are expected to result in higher ad spends on radio going forward.

OUTDOOR
The Out of Home advertising (OOH) sector was hit relatively harder by the slowdown
than the other sectors of media and entertainment. The sector had displayed an

2
AN OVERVIEW

exceptional growth rate of 18 to 20 percent pre 2008; however, this growth rate
plummeted to 15 percent in 2008. In 2009, the Indian OOH industry witnessed a 15
percent drop taking the industry size to INR 13.65 billion. This was particularly
negative when compared to the overall media sector which remained relatively stable
with a 1.4 percent growth in 2009. Correspondingly, the share of OOH medium in the
overall media pie reduced from 7 percent in 2007 to 6 percent in 2009. The first half of
2009 saw occupancy rates coming down from >80 percent to 30 percent levels. This was
a direct effect of the slowdown in the economy as the sectors that had traditionally
advertised on the OOH medium like financial services and real estate were also the
sectors that were hit the most by the recession.

3
INTRODUCTION TO THE RESEARCH

Title of Study
“Impact and Analysis of Innovation in Media Business”
Impact
To understand the collision of innovative advertising vis-à-vis traditional advertising
on consumers.
Analysis
! To breakdown why innovation in advertising becomes crucial from an advertisers
point of view.
! To study & examine, how crucial is innovation for the survival of a Media.
Innovations
As defined by oxford dictionary “The act of making a change or a new arrangement”.
The main objective remains the same but the way of presenting it/doing it/ arranging
it/changing it differs from the very traditional one, thus leading to attention factor.
Media Business
This research is focused towards traditional media only and the way they are innovating
for their survival and growth. The traditional media refers to Print inclusive of
Newspapers and Magazines, Television, Radio & Outdoor.
Innovations in Media Business
Innovation transversely Creativity, Marketing, Distribution and Business model by
media players. It is essential for Media players to adapt to the changing market scenario,
technology and needs of the consumer. If used effectively, it not only helps in making an
impact in the increasingly competitive market place but also increases the overall
market size by tapping newer customer segments and retaining the existing ones. It
requires continuous investment in research and development and is an ongoing effort on
the part of the players in order for them to be responsive to market needs and consumer
choices and therefore to innovate.

4
INTRODUCTION TO THE RESEARCH

Over a period of time a medium reaches a stage of stagnancy, where nothing


new/different seems to take place, that when everything becomes too generic in nature
and results in boredom of the consumer towards the particular medium. It also results
into loss of return on investment for the advertiser as the consumer doesn't notices what
you're putting across to him. At this point of time a media innovates for its own survival
as well as to satisfy the advertiser's needs.

5
INNOVATIONS IN TRADITIONAL MEDIA

TELEVISION

T
elevision as a medium is the most effective
medium to reach the consumer at lowest
cost per rating point, because of its
diversified reach and the benefits of the media in terms
of visual and audio.
Television has innovated the most amongst other traditional mediums, some common
form of innovation a viewer would come across on television are:
1. In Soap Placement: of products and services, using more and more of non
fixed commercial time benefits both to the channel and the brand. Ex: Kitkat
in Dance India Dance
2. Anchor Mentions: during the show time, on most of the reality shows. Ex:

Mountain Dew in Roadies.


3. Push Back Screens: The screen that squeezes the main screen to accommodate

an ad during the show time, thus grabbing eyeballs. Ex: Push back screen on
IPL-3
4. Aston Bands: The scroll below the television screen carrying advertisements.

Ex: News Channels have scroll advertisement running continuously.


5. Pull Through: Advertisements are pulled through during the show time. Ex: Pull

Through on IPL 3
6. Property Building: In terms of Reality shows/ Cricket Matches/ and other Soaps.

Ex: Vodafone Task in Big Boss


7. Creative Content: When the content of the ad is innovative, different in the way

it is presented. Ex: Zoo Zoo ad by Vodafone, Reality Video in the Frooti Ad.

But the point of argument lies that whether investing in innovations has a rate of
return to break even.

6
INNOVATIONS IN TRADITIONAL MEDIA

In terms of volumes, TV advertising recorded a growth of 31 per cent in 2009 compared


to the same period in 2008. TV has shown a healthy growth rate. The Growth of 31% in
the volume of advertisements signifies the clutter in the industry and innovations as a
medium to stand out.

PRINT

P
rint as a medium, has its own pros n cons,
but increasingly the growth and survival of
this medium depends upon the advertising
revenue. The increasing competitions from other
mediums, its own medium competitors and also the
emerging competition from the digital medium is leading print as a medium to innovate
day in and day out.
The Latest trends of Innovations in print were seen are:
1. Cut Out of the Brand: The Brand shape or logo cut out throughout the copies.
2. Flap: One of the most common innovation now been implemented by all most

all the major dailies is having an additional flap on the front page.
3. Text Wrapping: The Brand can be text wrapped with the content.

4. Additional Front Page: Dailies have gone to an extent that they have added

additional front page for the brand space. Thus giving the brand utmost
exposure.
5. Additional Supplements: Some branding needs are being addressed by printing

additional supplements having content suited the brand.


6. Road Block: Branding the entire newspapers and all editions of a newspaper

with just one Brand.


7. Bookmarks: Additional Bookmarks are being attached with certain magazines,

having branding on it. Ex Spice Jet In-flight magazines has Bookmark


advertising of various brand

7
INNOVATIONS IN TRADITIONAL MEDIA

8. Text Content Branding: Certain alphabets of the content are replaced by


symbols or other alphabets pertain to a specific brand. Ex: DoCoMo, had
alphabets d, o, c, o, m & o highlighted in the content.

Print shows maximum volatility towards innovation. Its unexpected and can be varied
extensively

RADIO

R
adio is a passive medium, innovation lies the
toughest here. Survival of this medium
completely depends upon the ability to
innovate. The emerging Phase 3 de-regulation and the
challenges amongst advertisers to gain acceptance in a
medium like radio continues to explore Radio to innovate to overcome the challenges.
The innovations in Radio are:
1. Innovative on ground activation: One very common innovations seen in Radio
are ground activations. This helps a medium like Radio to gain visibility and acceptance
amongst its listeners. Innovative methods of ground activations are seeking advertisers
to choose radio over other mediums.
2. Content Oriented Advertising: Placing the Brand in the core of content that the

RJ speaks, this lets the brand gets the maximum exposure.


3. RJ appearance: The latest is where the RJ appears at Outlets of the Brands or
running contest for the Brands at either their respective outlets or other venues.
4. Property Building: Associating certain radio properties with brands created a

best match of innovations. Ex: Ghanta Singh with Mentos “Dimag Ki Bati
Jagao”

8
INNOVATIONS IN TRADITIONAL MEDIA

OUTDOOR

O
utdoor industry was at a standstill until
it realized that the effectiveness of the
medium could be unlocked through
greater creativity and innovation. Even the industry
is recognizing the importance of creative offerings in outdoor, and therefore innovation
in this media play a significant role for its growth.
Innovation is Outdoor is seen in form of:
1. Digital Outdoor: Digital Screens at various Places.
2. Newer Medium in OOH: Example Car-advertising, Hanger-advertising,

Bathroom-Advertising etc
3. 3D cut out: Billboards are innovative enough to present a 3D look. Ex Abhishek

Bachaan cut out for Idea


4. Props Placements: placing certain elements in the medium.

Innovation is not only a key holder for the growth and existence of traditional media
but also an important aspect for their survival in the emerging market.
As Darwin rightly quotes “Survival of the fittest”

9
BENEFITS OF INNOVATIONS

TO BRANDS
1.Greater Impact: Repeated multiple exposures and the short duration than of

conventional commercial time leads to greater impact.

2.Clutter-Breaking exercise: For so many brands, it helps them to break the

clutter and gain share of voice.

3.High visibility and Brand Recall: Since, it's more or less on the face of

consumer, it has high visibility.

4.Surrogate advertising: For many brands which can-not be advertised

directly, innovatively can be used to advertise. Ex. The team Royale Challengers
Bangalore owned by Vijay Malaya is named after Royal Challenge Whisky.

5.Increasing Disposable Income: The disposable income amongst the tier 2

and tier 3 cities has increased in the previous financial year and it's expected to
grow in this year are forcing advertisers to advertise more.
TO MEDIUM
1.Competitions amongst different medium: Television competes with print

for its advertising share etc.

2.Competitions in the same medium: One Newspaper competes with other for

advertisers; innovations lead the medium to develop credibility and loyalty of


advertisers.

3.The Growth of the Digital Media: Such as Internet are major reason why

television are innovating for its advertisers.


4.Survival in the industry

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SIGNIFICANCE

I
t's crucial and critical for an advertiser as well a client to understand the impact
and analysis of innovation in Media. The amount of money that an advertiser
pours into innovation is almost 2 to 5 times higher than what he would spend

otherwise, so it's worthwhile for him to analyze the impact of such advertisements.
The Media itself is evolving, with increasing internal competition and from other
media’s and other media’s also, its integral for it to innovate for its survival in the long
run. The impact innovations carries on the receiver is relatively higher than that of the
traditional advertising, but does the advertiser gets the desired ROI is what the client is
keen to know.
This Research project is focused specifically to find whether the innovation can lead to
Recall/ Remembrance amongst its readers/viewers/listeners or not and if yes to what
extent.

It is Significant to:
a. Advertiser:
Advertiser is the one for whom an innovation is being designed/planned/carried out, he
is the one who trust the agency and media and thereby invests in their innovative
idea/concept for its brand expecting the rate of return. It's Crucial for him to realize the
impact that innovation has got to the brand being advertised and by how much. This can
be tracked by sales, enquiries or awareness. Over a period of time it also helps the
advertiser to calculate the return of investment
b. Agency:
Agency, is being referred to agencies who conceptualize/create/execute innovative
ideas for the Brand using the mediums effectively. This project is important for them to
track the results of such innovation, such that they can re-refer an innovation to other
clients or never carry out an innovation a particular innovation again or their faults on
execution etc. This also helps them to pitch to new clients on the success of their
previous campaigns.

11
a. Media Owners:
Media Vehicle is the mode on which/by which the innovation is being carried out by the
advertiser and agency. It's significant to them as it helps them to survive in the
competitive scenario. It's also useful as it is the major source of revenue for a Media
Vehicle. It motivated to innovate often.

Significance with Case Analysis:


For instance: MRF Blimp in IPL 3: The blimp is also big money. In fact, costing
anywhere between Rs 1 crore to Rs 3 crore, it is estimated to be one of the most
expensive on ground ad spaces. The brand was on display during matches in all the six
IPL venues. Now it's crucial for the BRAND like MRF, to analyse the impact of such
innovations on the Brand, whether people recall the brand or not. This research project
will find answers to all such questions.

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OBJECTIVE & HYPOTHESIS

Objective of the study


“To comprehend the impact and analysis
of innovation on the consumer”

Sub Objectives
1.To understand the benefit that the advertiser derives from using innovations as

a tool of advertising. (Rate of Return to the advertiser)

2.Comparison between the impacts of traditional advertising vis-à-vis

innovative advertising on the consumer.

3.An analysis of the current innovation in the Industry, case analysis

4.Analytical study of the future of innovation in Media Business.

Hypothesis of Research
1.Innovations have almost double the impact and recall value as compared to the

regular advertisement.

2.Innovations is necessary for the survival of a Media Business

3.In Future, More and more advertisers would be looking forward to use i
innovations as a key tool for advertising.

13
LIMITATIONS

The limitations of this research are as follows:


1. Time constraints: The short span of time for the project is a major limitation, as it
does not allow extensive research to take place.
2. It is also very difficult for the researcher to differentiate between innovations

and creativity at lot many a times.


3. Region constraints: Due to research location Bangalore, it becomes difficult to

collect responses from other cities personally.


4. To make the respondents understand, what you are talking about, without telling

them directly, is a major challenge for researcher.


5. A lot of Brands does a combination of both generic advertising and innovative

advertising, thus to understand the impact of only innovations is a dispute.


6. The financial figures, available on the internet or quoted by media professional

do not guarantee accuracy, there by calculation of return on investment is for


them is challenge.

14
REVIEW OF LITERATURE 1

Article from the Blog of Mr.


Ramanujan Sirdhar, CEO, Integrated
Brand Comm Ltd

Are you teasing your customer?

T
he moment brands irritate consumers, they will get into serious trouble.
Brands such as Karbonn and MRF are riding on the IPL bandwagon. But
there isn't any method in the madness, sadly.
As we get into the business end of the IPL (is there any other end?) Cricket
season, I feel that the organisers, the sponsors and the television channels should
spare a thought for the poor customer sitting at the other end of the television
screen who is being constantly harassed, bombarded and insulted. And who
knows how long she is going to be patient? I say 'she' deliberately as perhaps one
of the real achievements of the IPL has been its ability to get women to come and
watch not only in the stadia but also in living rooms. I think the point to be made
is that while IPL has put India on the global sports marketing map and shown the
world a thing or two it is certainly throwing up certain distressing signs and early
warning signals that marketers must be alert to.
Properties and all that jazz
Marketers are constantly looking for properties that their brands can own and at
times it is easier to buy some properties from media and try and make the most of
them. The IPL has demonstrated a tremendous ability to make things sound
larger than life, and “first ever' and “best ever” are terms that seem commonplace
here. Let me explain. T20 cricket is all about fours and sixes and never mind

15
REVIEW OF LITERATURE 1

about the poor bowlers who in any case are being paid to get slaughtered. The
pitches are deader than mortuaries in government hospitals while the boundary
ropes are being made shorter and shorter and at times rival the length of the
cheerleader's skirts! So more sixes are scored in a T20 game than in a season of
test cricket and not surprisingly sixes are a hot media property called the “DLF
Maximum” And we have commentators who are better served being at the WWE
so much do they rave and rant once the ball clears the short ropes!
And then there are the catches called the “Karbonn Kamaal Catch” which takes the
cake. A fielder holds a catch which a schoolgirl would normally hold with her eyes
closed before the commentator nearly has a heart attack waxing eloquent about the
Karbon Kamaal Catch which could also be a Citi moment of success - another
branded property from a bank that has redefined success in recent times. Nor is that
all. There is another blot on the landscape in the form of an MRF blimp which is
being heralded as the greatest technological innovation after the space shuttle and
then there are strategic time-outs (all branded) and tons of commercials, creepy
crawlers in the frames, a commercial being shown on the big screen in between
balls, Akshay Kumar flying around the kitchen playing tennis and a completely
bewildered and irritated consumer who doesn't know what on earth is hitting her.

A d v e r t i s i n g m a k e s t h e w o r l d g o a r o u n d
Mind you, I am a great fan of advertising (after all, the industry has fed and clothed
me for three decades now) but surely there has to be a method in the madness. Isn't
this a bit of overkill? Are these advertisers watching these commercials when they
come on air or listening to what people have to say about them? I would urge them to
come into my living room when a few of my friends are watching the match with me.
They would cringe and immediately pull their commercials off air. Some of these
brands are big why are they trivializing themselves? Take MRF, one of the brands I
truly admire. A brand

16
REVIEW OF LITERATURE 1

consistently stayed with cricket, a brand with a heritage, a brand that has done so
much for the game in the country, a brand that has legends endorsing it … It got the
enthralling serial Bodyline into the country nearly two decades ago and persisted
with cricket and has built its equity over the years. Yet, I feel sorry for the brand. If
only the people in MRF would listen to the inane stuff that is being said while their
blimp is being shown, they would quickly jump ship and start endorsing ice hockey.
Television is not the “theatre of the mind” as radio is for the viewer to imagine what
is being said. I am seeing the telecast, for God's sake! Why are you insulting my
intelligence?

W h y b r a n d s n e e d t o b e c a r e f u l
Today brands live and try to grow in a crowded marketplace. They are often trying to
outshout each other and create awareness for themselves. While awareness is all
fine, I think the ambience in which brands present themselves to their consumers is
extremely important too. Brands have a personality and every appearance must
reflect that personality. Are the brands as loud, grating and in-your-face as they are
made out to be by their presence in IPL? And how can brands that are in different
stages of their life adopt the same strategy? A new brand such as Karbonn that
wishes to establish itself needs to perhaps shout to get attention, but should not the
Citis of the world and the MRFs do something more subtle and sophisticated? In
fact, it would be very interesting if the large spenders did an objective evaluation
after this exposure as to what consumers think of their brands. Yes, a lot more people
might be aware of the brand, but what would the values associated with the brand
be?

H y p e v s s u b s t a n c e
The IPL is an entertainment extravaganza and there is a kaleidoscope of colour,
sound, lights, celebrity and, on occasion, skin on display. Of course, in the middle of

17
REVIEW OF LITERATURE 1

of all this is cricket, in between strategic time-outs of course. So it is easy to get


carried away. It is like watching a “first day first show” of a Rajnikant movie. There
is constant excitement - rupee notes are being thrown on the screen, people are
whistling, shouting and clapping. The atmosphere has to be seen to be believed. Yet,
how do you evaluate the movie? Can you, at all? I think the IPL is in a similar
situation. There is so much hype and hoopla around it that brands can lose their way
or what is worse, lose their character. More importantly, every brand is trying to
dumb itself down and talk the language of the lowest common denominator and that
is bothering me as a consumer.
I think we need to remember one thing. The Indian consumer is not yet cynical. He
believes the advertising that he sees and trusts in celebrities. He believes what he
reads in the newspaper and what he sees on TV, He thinks the expert is objective,
perhaps with a slight India bias. But what one is seeing in the IPL is the world of
hyperbole. Everything is exaggerated, amplified and made larger than life. It is easy
for brands to succumb to the heady potion that the IPL is dishing out. But concerns
remain. If brands lose credibility then all that they have been doing for years might
just become diluted.
Yes, these are challenging times, but also times of great opportunity. But as always
one needs to be anchored in the basics. The basics are simple. Business is about
brands and brands are about consumers. The moment brands irritate consumers,
they are going to be in serious trouble. I am on the verge of getting irritated. Are you?

Reference:ramanujam-sridhar.blogspot.com/2010/04/are-you-teasing-your-
customer.html
Thursday, April 8, 2010

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REVIEW OF LITERATURE 2

The Times of India creates print roadblock for Volkswagen brands


Campaign India Team, 11 November, 2009
Place: Mumbai

The Times of India has created a print roadblock for


Volkswagen across its edition today. The roadblock
includes a spread of Volkswagen's various brands
Jetta, Passat and Touareg (which is slated for a
December launch in India) in the country. The print
campaign looks at creating awareness about
Volkswagen's German technology and the
c o m p a n y ' s h i s t o r y .

Lutz Kothe, chief general manager marketing and PR, Volkswagen India, said, “Based
on a clear brand strategy, Volkswagen is known for its cutting-edge advertising across
the world. Our powerful and creative campaigns continue to have a special place in the
consumer's mind through decades. With our first Brand Campaign in India we have
strived to achieve the same for our consumers here and are confident that they will take
to it.'
He added, "Our aim has been to break away from the communication clutter by being
innovative and refreshing with the way we narrate our brand story to the customer."
The company has said that the idea was to co-create a single-engagement proposition
for Volkswagen, in order to create a huge impact. This is the first time there has been a
print roadblock by a single brand in The Times of India's edition.
The media agency that has created the roadblock is MediaCom.
Divya Gururaj, managing director, MediaCom said, "India is a significant growth

19
market for Volkswagen and our objective was to establish a base for the launch of the
VW marquee brands like the Beetle, Touareg and others. Given the iconic status of VW,
we had to do this on a scale and with a bang. The VW brand campaign launches today
with an innovation in The Times of India. Given the scale of the innovation, we are
hoping to get consumers and opinion leaders to start talking about our cars, even before
they hit the market.”

Reference: http://www.campaignindia.in/news/2009/11/11/the-times-of-india-
creates-print-roadblock-for-volkswagen-brands

20
CONCEPTUAL FRAMEWORK

TAM RATINGS:
Source: www.tamindia.com
It has been the most highly watched television property in the last one year. The telecast
of the third edition of the Indian Premier League on Max has recorded a TVR of 12.9, as
per TAM Sports analysis (C&S, 4+, six metros) for the final match between Chennai
Super Kings and Mumbai Indians.
The final match of IPL Season 2, between Deccan Chargers and Royal Challengers
Bangalore, garnered a TVR of 10.7, while the first season's finale delivered a TVR of
11.7.
This is the highest TVR recorded by the tournament this year. The inaugural match
between Deccan Chargers and Kolkata Knight Riders garnered a TVR of 7. The semi-
final matches this time fetched higher viewership than those in the last two seasons. The
first semi-final between Mumbai Indians and Royal Challengers Bangalore garnered a
TVR of 9, whereas the second one between Chennai Super Kings and Deccan Chargers
recorded a TVR of 7.
TRACK TAM
An ISO 9001 certified service, TAM Adex monitors over 550 products and 85,000
brands every minute for 365 days thereby providing the largest monitoring repository in
India.
Phadnis adds: "With the objective of providing innovative solutions, TAM Adex has
initiated,for the first time in India, a scientific approach into the measurement of non
TVC's such as in-stadia advertising for major sports,events and in-programme
advertising."
TAM India has also launched specialised services for broadcasters. "Track TAM - The
Promo Monitor is one of the most advanced tools in the TAM's offering for broadcasters.
It consists of a series of tools and techniques to evaluate the performance of on-air
programme promotions," says Krishnan.

21
RESEARCH METHODOLOGY

Type of Research

Analytical Research:
This research is based on critical evaluation of the information gathered from
advertising agencies, Media houses and Consumers. A through critical analysis is been
done to understand the homogeneity in opinions.

Qualitative and Quantitative Research:


Both the approaches would be used, in terms of collecting information from consumers
it would be more or less a Quantitative approach where as collecting information from
the Media Houses and Clients would be a Qualitative approach.

Research Methods:
! Field Research is the instrument being used to record data and make
observations.
! Online Research has also been used to gather data from the consumers
! Case Study Analysis: For IPL 3, Big Boss, VW Print Campaign, Idea Outdoor
Campaign has been the major consideration for the research.

22
RESEARCH METHODOLOGY

Methods of Data Collection


Primary Data Collection
1. Mail Surveys

2. Physical Questionnaires

3. Personal interviews

4. Telephonic interviews

Secondary Data Collection: is mainly used for analytical purposes.


1. Online Reports

2. Blogs of Industry Professionals

Sampling Method
Universe: Bangaluru, Delhi, Mumbai & Shimla
Sampling Units: Teenagers, Young adults and Adults
Sample Size: 200
Sampling Methods:

1 .Simple Random Sampling: This

techniques was adopted to choose units


randomly and would avoid any kind of bias-
ness and also every individual would have
fair chance of being selected in the sample

2. Stratified Sampling: Since this research

does not involve having a homogeneous


group, this method would be apt in selecting sample from each strata of the
universe. Each Stratum would be defined on the basis of their age, sec and
occupation.

23
RESEARCH METHODOLOGY

Measuring Techniques (Question types):


1. Rating Scale

2. Open ended questions

3. Close ended questions

4. Memory Questions

Validity of the Data Collected


Validity of the data collected is situational due to the following reasons:
1.Change in Consumer Preferences: Choices and preferences of consumers

change every now and then. Consumer memory is supposed to be a short term
memory in terms of advertisements and Brand recall.

2.Clutter in the advertising arena leads to the validity been situational.

3.The data shall be valid only during the period of research, but can be used by

advertisers and agency to track and analyse the innovations and make future
recommendations.
Utmost care has been taken for collection of valid data.

Reliability of the Data collected


The data reliability is high, as the data collected has been self monitored. Care has also
been taken to avoid duplication of the same respondent.
To make sure that the survey has been filled in relevance to the subject, the consumers
are first exposed to couple of innovative advertising before they fill in the survey.
Certain situational questions have also been used to check the reliability of the
questionnaire.

Please Note: The complete survey has been carried out from the next day of the end
of IPL 3 (i.e. 26th May, 2010) to the Next 10 days (i.e. till 6th May 2010).

24
RESEARCH METHODOLOGY

Questionnaire used for analysis:


Two separate questionnaires are prepared for the collection of data from the consumers
and the media professionals respectively.
The Online Questionnaire for the consumers was prepared on Google Documents and
was posted using the following link:
https://spreadsheets.google.com/viewform?formkey=dDBQNk1DUk1Wa1dhYzEtO
Th5OFVrYmc6MQ

Questionnaires are prepared such that:


1. Its relevant to the respondent

2. Cases involved in the study are appropriately covered in the questionnaire

3. There is a mix of generic advertising and innovative advertising, to make

comparison.
4. A specific question has also been added to compare a few innovative ad

campaigns, for which the respondents were exposed to certain ads before they
filled the questionnaire.
5. The last question has been added to understand the top of mind recall of brands

vis-à-vis the product category. This would then be compared to innovative ad


campaign by specific brands.
Innovative Ads Presentation:
The Respondents were exposed to the innovative ads before they responded to the
survey. They were exposed to the ads in either of the two ways:
1. Physical print out of the ads were shown to the respondents before they
responded to the survey. Or
2. Online Link: A specific presentation file having file size of 730Kb

(Downloadable even with slower internet connections) was uploaded on the


web and the link was posted along with the online survey link. The respondents
were directed o view the link before they fill in the questionnaire.

The link is: http://www.scribd.com/doc/30566192/Survey-Presentation

25
RESEARCH METHODOLOGY

The presentation had the following ads.

Slide 1

Slide 2

Slide 3

26
RESEARCH METHODOLOGY

Slide 4

Slide 5

Slide 6

Slide 7

27
RESEARCH METHODOLOGY

Slide 8

Slide 9

Slide 10

Slide 11

28
RESEARCH METHODOLOGY

Slide 12

Slide 13

Slide 14

29
RESEARCH

Questionnaire for consumers


Quantitative Approach
Impact & Analysis of Innovation in Media Business

Note:
1. Please View the presentation, before filling in the questions.
2. Please don't stress your brains a lot; Answer what comes to your mind first.
3. If you cannot remember the Brand for any question, vague description would also
do.
4. For a better research, I would request you to view the presentation only once.
5. Skip Answers to the question that you don't remember.

So Lets Begin!
* Required

Name: *
Age *
Occupation *
Place: * (From where you belong to or from where you are filling the questionnaire)
Gender: *
Email id:
Phone Number

Q1 Have you come across any innovation in advertisements in any medium,


before this presentation? * If Yes, Please Specify
The Medium
The Brand
A Short Description

30
RESEARCH

Q2. Does an innovative ad drives u more towards the product as compared to a


regular advertisement? *

Q3. Name any three brands that you recall being advertised on IPL-3? *

Q4. Name the ads that you can remember on the “Push Back” screen of an IPL-
3 Match Push Back screen was shown in the attached presentation. Please
Separate Brand by Comma ","

Q5.What Brands do you associate in IPL 3 with:


a. Strategic Time Out
b. Decision Pending
c. Mumbai Indian Team
d. Kamaal ka Catch
e. Maximum Sixes
f. Airplane Baloon
g. KINGS XI Punjab Team

Q6. What Brands do you associate the following reality shows?


a. Reality Show "BIG BOSS"
b. Reality Show “Rakhi ka Swayamvar”
c. Reality Show "Roadies"
d. Reality Show "Dance India Dance"

Q7. With reference to the "Presentation file attached "Please answer the
following questions:
A. Name any 3 brands that you remember from the presentation?
B. Did you find the advertisements interesting?

31
RESEARCH

C. Which out of those Ads caught your attention for the maximum time? (Please
Select Any Two)
D. Specify an average time you spent on each advertisement?
E. Which one did you find the best in terms of innovations?
F. Have you seen any of these advertisements before? If yes, Please Specify, which
one
G. Assume that you have not tried Nimbooz, Would you go and try Nimbooz after
seeing this campaign?

Q8. "Fast & Furious", What are the first two brands that comes to your mind
when I say the following:-
A. CARS
B. Shoes
C. Home Appliances
D. Mobile Phone
E. Banks
F. Detergent
G. Chocolate
H. B School
I. Cement

Q9. What Mobile connection do you use?

b. If you have to change your connection which one it would be today, and why?

Q10. Any other feedback?

32
RESEARCH

For Media Professionals


Qualitative Approach
Name:
Gender:
Agency/Organization:
Mobile Number:
Email id:

Q1. As a Media Professional, How important do you think are innovations for a
MEDIUM?
Not so Important Important Very Important
Q2. As a Media Professional, How important do you think are innovations for a
BRAND?
Not so Important Important Very Important
Q3. Choose on the basis of Impact, Return on Investment & Recall Value?
Options: Less Same More Very High
1. The ad placed on the front flap of a Newspaper vs an ad placed on the front page

for two insertions


2. R o a d b l o c k f o r o n e d a y V s . F r o n t p a g e a d s f o r 7 d a y s

3. Innovative placement of Kitkat in Dance India Dance vs spots on regular

commercial time
4. I n n o v a t i v e ad placement vs Creative ad

Q4. How far do you think Innovations in IPL 3, has helped the brands to break
through the clutter?
Not at all Somewhat To an extent A lot

33
RESEARCH

Q5. Rank the medium on the basis of their effectiveness for Innovation?
1= Maximum Effective & 6 =Least Effective
Television
Radio
Newspapers
Outdoor
Magazines
Films
Q6. In your opinion, which is the best innovation you have come across? Please
Specify:
[A]. BRAND
[B] MEDIUM
[C] A Short Description
Q7. How far do you think innovations are helping outdoor media to survive?
Q8 Rate the Brand"Idea", Innovative Outdoor Campaign on the basis of:
Return on Investment, Recall & Impact
Q9. Rate the Print ad Campaign of the Brand Volkswagens, Car cut out on the
basis of:
Return on Investment, Recall & Impact
Q9. "Future of Traditional Media depends on the extent of their capability to
I n n o v a t e " ?
FOR the Statement AGAINST the Statement No Comments
Q10. Express your views on the future on Innovations for a medium? (open ended)

34
SECONDARY DATA

This data has been collected from online websites, reference available in
BIBLIOGRAPHY.
The secondary data so collected has been used only for analytical purposes.

Innovations in IPL
Media analysts are seemingly impressed with the way the third season panned out.
Amin Lakhani, head, exchange, Mindshare India, says that it's a fantastic feat to
achieve, considering that this is the third season of the event. "There isn't any television
property that has been able to perform consistently three years in a row," he says.
According to him, the tremendous media coverage across regions and languages and the
talk around the tournament has given it the popularity it enjoys today across age groups
and demographics.
“The Indian premier league is not leaving any advertising place/slot untapped either on
television or in the stadium, with the bunch of innovation planned.”
“These innovations are premium media space and have the benefit of drawing
maximum eyeballs both of the ground (Television audience) and on the ground
(Stadium Viewers)”
“Three years ago IPL had started as a status symbol for the owners, but now it is a serious
business.”
Financial Facts- IPL Source: www.afaqs.com/ipl
1. The third umpire screen is valued at Rs 6-7 lakh per 10 second slots, which is 50%

higher than the television ad slots.


2. The blimp is also big money. In fact, costing anywhere between Rs 1 crore to Rs

3 crore, it is estimated to be one of the most expensive on ground ad spaces.


3. Even the insurance package for the tournament is estimated at Rs 7,000 crore.

4. For the title sponsorship the Delhi-based realty group DLF believed to have paid

Rs 500 crore to BCCI


5. Videocon has paid Rs 50 crore for 'Presenting Sponsorship.'

35
SECONDARY DATA

Idea Outdoor Campaign


Source: www.afaqs.com/casestudy/idea
According to advertising experts, Idea enjoyed
very little brand recall in the initial years. It had
gained on that front by using its brand name in
creative and meaningful slogans that concluded
in its ads making perfect sense.
The company used its brand name 'Idea' in its ad
slogans like 'An Idea can change your life,' 'A
good Idea,' and 'What an Idea!'. The Idea
campaigns are based on social issues that could be solved using mobile telephony,
which were acclaimed for their creativity & innovations.
Idea's ads were in contrast to that of its competitors like Bharati Airtel and Vodafone
which focused on their value added services (VAS) and products. Of course using
Abhishek Bachchan, one of the leading movie actors in India who is extremely popular
among youngsters, was one of the reasons for the significant improvement in Idea's
brand recall.
Inovative approaches have led idea gain credibility amongst the consumers, such as:
Bus Shelters Green: IDEA has transformed bus shelters into Green covers, placing
potted plants and tendril climbers in them. While creepers hang from the roofs, pots of
various shapes and sizes have been arranged around the shelters, along with some
saplings finding on the front panels to convey the green message.
Mobile Tickets: To demonstrate such unique ideas, IDEA Cellular gave Mumbaikars
and Delhiites, the chance to experience a day when they could use their mobile phones
for paying road toll and to watch a movie, thus doing away with the paper toll tickets.
Bills & Menus on Mobile: IDEA Cellular has partnered with the two leading Coffee
chains Barista and Café Coffee Day to spread awareness about its Green campaign
through a unique mobile application that will allow people to download the menu card
and bill on their mobile phones.

36
ASSUMPTION - Primary Data

Assumptions of the survey:

st
! People who have answered for more option than required, only the 1 two
answers are considered.
! The 1st answered entered is assumed to be the first brand that comes to the mind
of the consumer.
! Blank answer in any of the option has been assumed to be for two reasons:
A. Not been exposed to the activity/event/innovations
B. Not been able to recall
! Following the instructions we assume that every respondent has seen the
presentation file before they fill in the survey.
! Also we assume that no respondent has seen the presentation twice.

37
PRIMARY DATA ANALYSIS

38
PRIMARY DATA ANALYSIS

SAMPLE INFORMATION
AGE

Chart A
75% of the respondents who filled in the survey were from the Age Group of 20 to 25
years (around 150). The remaining 25% were from the age group above 25 years. Out
of which 11% were from the age group of 20- 25 years.
The survey is more or less inclined towards the views of the youth from the age group
of 20 to 30 years, which more or less is integral and major part of the Indian Market.

GENDER

Chart B
Almost equal number of respondents belonged to both Male & Female Gender.

39
PRIMARY DATA ANALYSIS

OCCUPATION

Chart C
Around 63% of the respondents were students from various fields. The other
respondents were Business Men, Engineers, House Wives and from Hospitality
industry. There is a major chunk of respondents who belonged to occupation other than
above mentioned.
PLACE

Chart D
Respondents for this survey belonged to four major places namely Bangalore,
Mumbai, New Delhi & Shimla.
Almost equal number of respondents belonged to Bangalore and Mumbai and
comparatively lesser number belonged to New Delhi & Shimla.

40
PRIMARY DATA ANALYSIS

Q1. Have you come across innovation before this presentation survey?

Chart 1.1

Majority of the people have noticed innovation in traditional media, which signifies the
attention value that an innovation gets. Only a small percentage of 14% people were not
aware of innovations. Female genders are more in the 14% of not being exposed to
innovation as compared to Male audience.
This 14% might not be aware due to several reasons like
A. Not regular media consumers.

b. None of the innovations have been able to generate or get their attention.

c. Aware but Ignorance of terminology used.

41
PRIMARY DATA ANALYSIS

Q1b. If Yes, Which Medium?

Chart 1.2

Surprisingly Majority of the respondents remember innovations maximum in the


outdoor medium, followed by Newspaper & Television.
Inversely more money is spent on innovations in Television and Newspaper as
compared to Outdoor Medium

Q1c. Which Brand?

Chart 1.3

42
PRIMARY DATA ANALYSIS

Amongst the people who have seen innovations in a medium, majority of the people
remember Vodafone as a brand that they recall for innovations, followed by 16% who
remember Volkswagen for innovations.
5% of the sample could recollect MRF as a brand for innovations. The latest Frooti ad &
the Aircel ad also received around 4%.
In others, the brands mentioned by the respondents were: Levis, idea, Kodak, LMN,
BMW, Bourn-vita, MTS, Ray Ban, Bisleri & Reliance

Q1d. A Short Description?


“The zoo zoo advertisements”; - Vodafone- Televison
“The billboard was electric as in changed frames showing new features” Vodafone
Outdoor
“Huge image on the front page of NEWSPAPER, side, or in between the page n other
news on the side”- Bisleri, Newspaper
“Software which you can use to try different sunglasses on your own face on the
internet” Ray Ban, Internet
“Merchandized lemon sqeezer” Outdoor, Nimbooz
“VW Car Cut Out” Newsp
“VW car moving on the hoarding”

43
PRIMARY DATA ANALYSIS

Q2.Does an innovative ad drives u more towards the product as


compared to a regular advertisement?

Chart 2.1

Around 75% of the respondents feel themselves more attached to the product when it is
presented in an innovative way. The chances of brands to be recalled and preferred at
the time of purchase is higher for Brands with innovations as compared to Brands with
regular advertisements.

44
PRIMARY DATA ANALYSIS

Q3. Name any three brands that you recall being advertised on IPL3?
From Secondary Data:
A total of 143 brands were advertised this time (commercial), while on-screen, the
number of brands advertised were 44. These include brands like DLF, Vodafone,
Kingfisher, Hero Honda, Citibank, Adidas, Airtel, HSBC, Karbonn Mobiles, Max
Mobiles, MRF, Samsung, HDFC Standard Life Insurance, Reebok, Emirates, Ford and
Ultratech. The number of hours (ad volumes) of commercial advertising on IPL 3 was
around 43 hours this season.
Vodafone Essar continues to be the top advertiser for the third time in a row. Samsung
Electronics, Tata Teleservices, Hyundai Motors and Bharti Airtel were among the top
five advertisers. On screen, the top advertisers were Ritnand Balved Education
Foundation, Jaquar, Hyundai Motor, Hero Honda and Vodafone Essar.
According to TAM Reports, the top 3 brands on IPL 3 are:
A. Vodafone Cellular Phones

b. Samsung Dual Sim Active Phone

c. Tata Docomo

Analysis:
st
The 1 Brands that comes to the respondent Minds when they think about IPL 3are:

Chart 3.1

45
PRIMARY DATA ANALYSIS

1. Vodafone
2. MRF, MAX Mobiles & Kingfisher

3. Pepsi & DLF

From the brands that consumers could recall 1st, only includes Vodafone from the top 5
advertisers.
The other brands that have been recalled being advertised on IPL3 are the brands that
had innovative approaches such as MRF, MAX & Kingfisher etc.
Brands such as Vodafone used a combinataion of both the innovative as well as regular
means of advertising.
st
Another factor that has led to Vodafone being the 1 Brand being recalled extensively by
the respondents can be Halo effect of IPL 2

nd
The 2 set of Brands that respondents remember from IPL 3 are:

Chart 3.2
1. Vodafone
2. Max

3. Kingfisher, Pepsi & Airtel

46
PRIMARY DATA ANALYSIS

Remarkably, Vodafone is still the second top Brand that the respondents recall being
advertised on IPL 3. The innovative Max Mobile advertisements have also been recalled
by around 14% of the respondent and Airtel which is among the top 3 advertisers of the
IPL 3 managed to be the third top brand being recalled by 10% of the respondents.

rd
The 3 Brands that come to consumer minds when they think about
IPL 3 are:

Chart 3.3
1. Karbonn Mobiles
2. Vodafone

3. Videocon & Max

Amongst the 3rd Brand that the respondents, Karbonn Mobile is the maximum recalled
brand followed by Vodafone, Videocon & Max.
Videocon is associated to Mumbai Indian Team and also had a lot of Innovative
Placements to it. Surprisingly Samsung Mobiles have not been recalled a lot amongst
the Brands in IPL 3.

47
PRIMARY DATA ANALYSIS

Overall if see, the Brands that the respondent remember in IPL are:

Chart 3.4

1. Vodafone

2. Max Mobiles

3. Karbon Mobiles

Seeing the overall top 3 brands that people recall being advertised on IPL 3 are the
brands with maximum innovations and not maximum airtime. The effectiveness of
innovation can be clearly seen from this.
Samsung mobiles were not even amongst 1% of the brand recalled even though it
used a lot of onscreen innovations

48
PRIMARY DATA ANALYSIS

Q4. Name the ads that you can remember on the “Push Back” screen of
an IPL3 Match?
From Secondary data
Push back screen was explained to the respondents using the presentation, But yet there
were quite a few who left this one blank. The result compiled below is from those who
answered this question.
According to the TAM Reports, the top 3 Brands being advertised are on the IPL 3 on
screen are:
1. Hyundai i10
2. Artize

3. Hero Honda Cbz Extreme

And the, top 3 advertisers on IPL On Screen are:


1. Jaguar & Company Ltd
2. Hyundai Motor India Ltd

3. Hero Honda Motors

Primary Data Analysis:


1st Brands that can be recalled on the push back screen of IPL 3 are:

Chart 4.1
1. Vodafone
2. DLF
3. Kingfisher

49
PRIMARY DATA ANALYSIS

Vodafone though is not the top on screen advertiser but yet has managed to be top brand
being recalled here too. Surprisingly none of the top 3 Brands of onscreen advertising
have been recalled by the respondents.

2nd Brand that was being recalled by the consumers on the push back
screen are:

Chart 4.2

1. Karbonn Mobiles
2. Aircel

3. Godrej, Vodafone & Max

The results for this question have been completely unexpected Karbonn Mobile is the
2nd top brand being recalled on the Push Back Screen. Brands such as Hero Honda were
recalled by only 1% of the total sample and Hyundai was not recalled at all.

50
PRIMARY DATA ANALYSIS

The 3rd set of Brands being recalled are:

Chart 4.3
No brand was able to be in the Majority, here.
Overall the top brands being recalled on the push back screen are:

Chart 4.4

1. Vodafone
2. Max Mobiles

3. Aircel

51
PRIMARY DATA ANALYSIS

Critical Analysis for brand association with Push Back screens

The brands that were majorly been advertised on the push back screen were: Jaguar,
Hero Honda CBZ, Airtel Broad Band, Mountain Dew, LG Screens etc but unlikely none
of these brands were recalled by the respondents.

The following could be the reasons for the same:


1. Difficulty to recall brands on the push back screen specifically

2. Difficulty to understand the concept of push back screen in the questionnaire

3. Ineffectiveness of the Innovation.

52
PRIMARY DATA ANALYSIS

Q5.What Brands do you associate in IPL with:


a. "Strategic Time Out"
The much criticized strategic time-outs have become nothing more than advertising
slots to accommodate the numerous sponsors. The time-outs concept is similar to the
American sporting leagues where the need to garner greater revenues resulted in
multiple time-outs towards the end of the game when viewer interest is high. Max
Mobile was associated with this property of IPL 3.

Chart 5.1

Around 47% of the people could associate


“Strategic Time Out” with Max Mobile,
which is fairly a good percentage for the
brand and the innovative way to associate
brand to properties seems to be successful
for the Brand.
At the same time people do recall Max with IPL as a whole, which caters to greater
amount of return on investment.

53
PRIMARY DATA ANALYSIS

B. “Decision Pending”

Decision Pending Screen that runs 5 and 10-second commercials of Nestle Munch and
Kingfisher Airlines. Stating Kingfisher Decision Pending.

Chart 5.2
50% of the respondents could associate Decision Pending with
Kingfisher; hardly anyone associated the property with Nestle
Munch.
The Blank includes respondents who didn't watch IPL and
who watched but cannot recall brand associated.
a. “Mumbai Indian Team”

The main sponsor of the Mumbai Indian Team is Videocon, supported by Master Card
and other sponsors our Pepsi, Adidas, Royale Stag and Boomer.

Chart 5.3

54
PRIMARY DATA ANALYSIS

Around 36% of the respondents could actually associate


Mumbai Indian Team with Videocon, the main sponsor.
Surprisingly 34% left the option blank, even though
Mumbai Indian team managed to reach the finals and the
finals generated a TVR of 12.5.
Around 12% also associate the team with the owners, reliance.
The supporting sponsors like adidas and master card though relatively low but carry a
similar recall value of around 4% to 5%

D. Kamaal Ka Catch

This property of IPL was bought by Karbonn Mobiles, Irritatingly yet successfully the
Brand has been able to create the desired awareness about itself using the most watched
platform IPL.

Chart 5.4

Around 41% of the total number of


respondents associated the Kamaal Ka Catch
with Karbonn Mobiles. This is great for a
new brand to establish itself in the Indian
Market.

55
PRIMARY DATA ANALYSIS
E. Maximum Sixes
“DLF Maximum Sixes”, one major property that the DLF owns is the Maximum Sixes.

Chart 5.5

Around 71% of the total number of respondents did not


associate maximum sixes with any brand. Only 24%
could associate it with DLF. The property could not
establish itself very strongly.

F. Blimp, Balloon

Even within the stadium, there are the MRF blimps (big balloons) that are prominently
featured in broadcasts. MRF has managed to get exclusive screen time, in the middle of
the game, almost unobtrusively. Given the clutter of brand messages on IPL, to have
exclusive visual and audio focus on the blimp and have it mentioned by the
commentators made this a unique deal.

Chart 5.6

56
PRIMARY DATA ANALYSIS

An excellent Recall value was seen for the MRF balloon;


around 62% of the respondents could recollect the
innovation with the right Brand. Vodafone which was not
even related to this innovations even from distance was also
been associated with this Innovation by 5% of the respondents, Vodafone carries an
Halo effect on the consumer with regard to IPL.

F. Kings XI Punjab Team

The team has been bought by Ness Wadia & Preeti Zinta. The Celebrities managed to
enroll international brands for their team, Emirates. They usually sponsor international
teams but this time they managed the Brand to sponsor Indian National Cricket league.
Other main partners for the team include, Gulf Oils, ACC Cements & Reebok.

Chart 5.7

Unfortunately, not being qualified for the Semi Finals also led
to a very low Return of Investment for Emirates the main
sponsor for KINGS XI team. Only 10 % of the respondents
could associate the team with Emirates. Around 6% associate
Kings XI with the celebrity Preeti Zinta and 3%of the
respondents associate it Nimbooz, the last year main sponsor
for Kings XI Punjab team.

57
PRIMARY DATA ANALYSIS

Q6. What Brands do you associate the following TV Serials with?


a. REALITY SHOW "BIG BOSS"
Big Boss Season three, was called as Vodafone BIGBOSS, an extensive amount of
innovations were seen in the reality show. The in show branding of the venue with
Vodafone and specific Red color caught everybody's attention. The tasks involved in
the show were named after Vodafone.
Innovations were:
1. Vodafone users had opportunity to visit the BIGBOSS House.
2. Vodafone calling
3. Vodafone Kiosk inside the venue
4. Vodafone users had the opportunity to ask the contestant questions.
5. Vodafone Zoo Zoo task, Contestant had to perform on particular
6. Every Morning the Wake up ring would be Vodafone.

Chart 6.1

The impact of on screen innovative placement of Vodafone in BIG


BOSS 3, stil prevails even though the show has gone off air for
period of more than 6 month now, around 27% of the respondent
could still associate Big Boss with Vodafone. The other Brand
that respondents associates BIG BOSS is with Shilpa Sheety
Amitabh Bachan (More To shipa Shetty) etc

58
PRIMARY DATA ANALYSIS
B. REALITY SHOW: RAKHI KA SWAYAMBAR
The show which generated highest TRP's then many of the other reality shows is Rakhi
Ka Swayambar, The main sponsor for this reality show was Fem.

Chart 6.2
Surprising to the TRP's the show generated, the Brand Recall
Value is really low. With the title sponsor being recalled only
10% of the respondents and Majority of the respondents
prefer leaving this question Blank.

C. REALITY SHOW: ROADIES


It's been years now, for the famous reality show Roadies to be on air. The Main Sponsor
Hero Honda is enjoying the privilege by connecting with the show. Other sponsors
include Nokia, CEAT tyres, Archies, Pepsi etc.

Chart 6.3

59
PRIMARY DATA ANALYSIS

The responses generated from this was as


expected, around 51% of the people could
associate the Brand with HERO Honda Karizma.
Relatively lower but Mountain Dew is also been
associated with the show, due to the innovative placement of both the brands in the
show.
Innovative Placement of the Brand always leads to higher Brand Recall and the results
are here. Also comparatively only 24% of the respondents left this blank,.

D. REALITY SHOW: DANCE INDIA DANCE


Dance India Dance, a property of Zee Tv, is one more reality show famous amongst the
young generation and even the oldies. The show has roped in LUX as Title sponsor and
innovative use of KITKAT Nestle is being used in show.

Chart 6.4

Comparatively less but significant number of people


could associate the show with LUX. Around 5% could
only associate it with KITKAT, which is fairly low, but
100% not unnoticed, probably the title sponsor
association overshadows the innovation.

60
PRIMARY DATA ANALYSIS

Q7. With reference to the "Presentation file attached "Please answer


the following questions:
A. Name any 3 brands that you remember from the presentation?
st
1 Brand:

Chart 7.1
st
The 1 Brand that one could recall from the innovative ads were:
1. Nimbooz with 26%

2. Vodafone with 18%

3. Volkswagen with 16%

Vodafone ad in the presentation was not at all innovative, but yet manages to hold 18%
of the Consumers Brand Recall, sometimes even simple nice ads can over shadow
innovations. Similarly 11% of the people can recall amul ad over many other innovative
ads.
Nimbooz can be recalled the most, due to two reasons namely innovative campaign and
the ad being placed twice in the presentation file.
Volkswagen has comparatively drawn lesser 16% as compared to Vodafone 18%

61
PRIMARY DATA ANALYSIS
nd
2 Brand

Chart 7.2
Nimbooz is still the most recalled brand followed by Vodafone and Bisleri not very

far. Bisleri Text Wrapping innovation has the ability to grab eye balls over other

innovations to a large extent.


3rd Brand:

Chart 7.3
rd
In the 3 Brand Recall Pepsi is the most recalled brand with 17% followed with
Vodafone and Nimbooz.

62
PRIMARY DATA ANALYSIS

Overall if we see

Chart 7.4
1. Nimbooz 19%- Reason may be Innovation & Twice
ad placement in the Presentations
2. Vodafone 17%- No innovations, less Investment yet

high Recall
3. Pepsi 13%- Innovation has been able to generate recall

or may be product is more centric to the respondent's age


group of 20- 25 years.
4. Volkswagen 11%- A significant Brand Recall, High

investment and comparatively low Rate of Return.

63
PRIMARY DATA ANALYSIS

B. Did you find the advertisements interesting

Chart 7.5
85% of the respondents found the innovation in the presentation interesting, thats
fairly a good percentage for the advertiser, in terms of ROI, but the problem lies
not in these 85%. But the remaining 15% who either are not interested or didn't
find the ads interesting.
B. Which out of those Ads caught your attention for the Maximum time?

Chart 7.6

64
PRIMARY DATA ANALYSIS

In Descending Order from the Brands which caught the attention for Maximum Time to
Minimum Time:
1. Vodafone

2. Nimbooz

3. Volkswagen

4. Tata Photon

5. Amul

6. Pepsi

7. Bisleri

8. MS

9. Aircel

10. Life Buoy

Brands such Vodafone and Amul has no innovation as such but amazing colour
combination for the Vodafone and excellent copy for Amul ad. It is not necessary that
innovation can always lead to catch the attention for the maximum time.
Nimbooz & Volkswagen are the first two innovative brands in the presentation, which
caught the attention for the maximum time.
Innovations such Life Buoy got lease recall.
A. Specify an average time you spent on each advertisement?
Majority of the respondents took less
than 10 sec to view each
advertisement. This is the matter of
concern; understand that an
innovative ad is not able to catch the
attention for more than 10 seconds. It's
Chart 7.7 only 24 respondents who took more
than 10 seconds to view each ad. Innovation in advertising still need to more interesting
and captivating such that the viewer spends considerably a higher amount of time on each,
understanding the amount of money that the advertiser spends on Innovations.

65
PRIMARY DATA ANALYSIS
E. Which one did you find the best in terms of innovations?

Chart 7.8

The Innovation by NIMBOOZ was liked by Majority of the respondents, followed


by TATA PHOTON, Volkswagen.

Surprisingly only 7% of the respondents only choose Vodafone here.

F. Have you seen any of these advertisements before?


Majority of the people had
seen either one of these
innovative advertisements
before. This gives more
credibility to the research,
as innovation gets noticed
and has high recall value.
Chart 7.9

If yes, Please Specify, which one

Chart 7.10

66
PRIMARY DATA ANALYSIS

Volkswagen Cut-out Campaign was already seen by majority of the people, similar
majority had already seen Nimbooz Campaign. The Point here is the money invested
into VW Print campaign is sum total of the complete 360 Nimbooz campaign, but yet
Nimbooz innovation was liked more than the Volkswagen campaign.

Aircel campaign also surprisingly had already been seen by 22 respondent's, but yet
Vodafone simple ad campaign is liked by the respondents over Aircel.

Amul creative copy ad has always been grabbing eye balls, and here too it has a decent
share of 9 respondents.

G. Assume that you have not tried Nimbooz, Would you go and try Nimbooz
after seeing this campaign?

Chart 7.11

The success of the campaign is based, when majority of the


people are just ready to at least try the product and in this case
53% of the respondents say that they shall try Nimbooz after
seeing it in this Campaign. This clearly shows the effectiveness
of innovation and surely rate of return for the brand would be much higher.

67
PRIMARY DATA ANALYSIS

Q8. What are the first two brands that come to your mind when I say the
following?
1. CARS
“Maruti” still leads to
be the highest recalled
brand in the car
segment. Maruti as a
car enjoys its
historical hold in the
Indian car Market.
The 1st Brand that
Chart 8.1
most of the people in India, even today associate car is with Maruti.

BMW, Honda and VW enjoys almost an equal Brand recall. It' s been not more than a
year for a VW to enter the Indian Car Market and has garnered the top 3 position of the
car being recalled. Definitely the excellent Television Commercials, Innovative Print
Campaigns have proved successful for VW.

BMW and Mercedes, Majority of the respondents being from the age group of 20 to 30
years, they associate cars with Big Players in the Market like BMW & Mercedes.

Honda, with fewer regular advertisements and almost nil innovations still
manages to be one of the top brand recalled. The product speaks for itself.

Huyndai extensive On Screen Innovation during IPL 3 and its regular Commercials has
led the brand to be recalled amongst the top 5 brands in the car segment.

Toyota is advertising these days but yet the brand has not been able to register in the
minds of the consumer.

68
PRIMARY DATA ANALYSIS

2. Shoes

Chart 8.2
Amongst top recalled brands in shoes category are: Nike, Adidas, Puma, Reebok etc. An
interesting answer that a lot of women filled in was Cat Walk, a brand with minimum
number of advertisements, almost no innovations but yet a brand recalled primarily
because of Word of Mouth and Good products.

st
Nike as Brand has been the 1 top brand being recalled or associated with shoes.

A very little innovation has been carried out with the shoes category as such.

The recent BATA ads & Age old history of BATA, has
helped BATA being listed on top recalled brands.

69
PRIMARY DATA ANALYSIS
3. Home Appliances

Chart 8.3
In the home appliance category LG is the top brand being recalled by the age group. No
Brand is in close competition with LG, and the nearest that lies is Whirlpool followed by
Videocon and then Samsung.

A lot of innovative approaches and on Onscreen Presence was seen for LG & Videocon
during IPL Season 3, But the category association amongst the youth of home
appliances is with LG.

So does that mean Innovations worked for LG but didn't for Videocon, Well this might
not just be the matter, the product, the quality of the creativity in the ad, previous
experience and other factors also lead to brand recall.

Bajaj, a recent advertiser has also garnered to be in the top brands being associated with
Home appliance with investing a lot.

70
PRIMARY DATA ANALYSIS
4. Mobile Phones

Chart 8.4
The top brand that consumers recall or associate with mobiles is
NOKIA. The brand enjoys the market leadership in the
category from years now. Without showing a lot of innovation,
neither using IPL platform to a great for regular advertisements
still is the top brand being recalled with Mobile Phones with no brand even near to it.

Sony Ericson is the next associated brand with Mobile Phones, though not to
a large extent but the 2nd most recalled brand with the Category.

Black Berry is enjoying being recalled by few with its Brand


positioning in the niche Market.

Samsung is also started being associated with Mobile Phones


equally to that of Sony Ericson, primarily because of:
1. Product
2. Combination of Innovative On Screen placements & Regular advertisements

71
PRIMARY DATA ANALYSIS

Motorola Phones even today has low brand recall with Mobile Phones. The Abhishek
Bachann Magic did not have a long lasting impact for the Brand.

Surprising to me is the Karbonn Mobiles and Maxx Mobiles which have been very
prominently associated with the IPL 3 and also with their respective properties but yet
have not been able to be associated with the Product Category. This can be linked to
reasons like:

1. Innovations overshadowed the Brand

2. Innovation was liked more than the Brand

3. Innovation led the brand associate itself only till the IPL and not to the Category.

4. Nokia dominates the Category and hinders new entrants.

Brands like LG Mobiles and Videocon Mobiles are not even close to be associated
with Mobile Phones at present.

72
PRIMARY DATA ANALYSIS
5. Banks

The top brand associations with Banks are ICICI (leader) followed by SBI and s
HDFC.
State Bank of
India, has been
advertising
maximum in Print and
not much on other
Mediums respectively,
but yet has managed to

Chart 8.5 be the top recalled brand


in the Banks category. Being a government Bank is yet being recalled by the age group
of 20 to 30 years is remarkable achievement.

Citibank association with IPL has surely made the brand being recalled with the
Category.
6. Chocolates
Undoubtedly
Cadbury dominated this share of
market followed by Nestle.
Brands like Amul have been
swept away from the market.

Chart 8.6
Foreign Chocolate Brands like Lindt, Ferro ocher, Mars, Snickers were also been listed
by the respondents.

From Cadbury, maximum people prefer Dairy Milk followed by 5 Star


and in Nestle the share is between Munch & Perk.

73
PRIMARY DATA ANALYSIS

7. Detergents

Chart 8.7

Surf Continuous to dominate the market with close competition from Tide.
The recent Rin & Tide “innovative war fair” has benefitted both the brand in terms of
Brand Recall. I call this as an Innovative War fair because of the benefits that both the
brands have generated from the war.

Nirma is still being recalled more or less because of its old memorable tune but yet by a
very few.

8. B Schools

Chart 8.8

74
PRIMARY DATA ANALYSIS

In the B School Category, Not to my surprise, IIM is the most recalled brand when it
comes to B School, reason unstated.

IIPM with its Full page Advertisements have been able to garner the 2nd position for its
association with B Schools, which is fairly a very good association in terms of Brand
recall.

Amity does try a lot of innovations, even during this IPL season 3, it placed its logo just
next to the Set Max Logo, but not to its advantage, did not help the brand a lot. Amity has
rd
still managed to be the 3 top brand being recalled with B Schools.

Manipal, Harvard & ISB enjoys almost equal amount of Brand Association.
9. Cements

Ambuja Cements is the top


brand that the respondents
could associate with Ambuja
cements, followed by Birla
cements and Ultra cements
Chart 8.9

India cements the official sponsor for Kolkata Knight riders did not generate a lot of
brand Association for the category but though they amount to 2% of respondents
association.

Binani Cements recent television commercials and outdoor placements


have also led the brand to be recalled with the category.

Acc Cements also owns a significant association with the category.

75
PRIMARY DATA ANALYSIS

Q9. What Mobile connection do you use?

Chart 9.1
The maximum respondents are subscribers of either Airtel or Vodafone, majorly
Vodafone. 5% of the respondents are subscribers to Reliance too.
New Mobile Subscribers such as Uninor, MTS and Virgin have still not been the choice
of the consumers.
Idea more or less has generated at least 4% of the market share.
Around 7% of the respondents are subscribers to BSNL as well.

If you have to change your connection which one it would be today?

Chart 9.2

76
PRIMARY DATA ANALYSIS

The answer to this question got a varied response, with majority of the people preferring
Vodafone as their next brand of choice followed by Airtel.
Vodafone innovative strategies, zoo zoo and the pug has helped Vodafone be the top
subscriber and the top preferred subscriber.
On the other hand Airtel has lost its market share comparatively to being the market
leader at one point of time. But yet stands 2nd best preferred Brand.
A huge amount of subscribers want to still be loyal to their current connection and do
not prefer to change, this seems to be a threat to the new entrants in the industry.
Innovative & Socially responsible Brand Idea is the next preferred brand for shift by
almost 9% of the respondents voting for it.
BSNL is also the next preferred Brand due to its Network, Service and Plans.
Brands like DOCOMO, UNINOR & MTS who are continuously using innovative
outdoor campaigns but have been able to develop a very minor share for themselves
today.
And Why?
The following are the reasons given by the respondents to choose other Mobile
connection: (In order of maximum preference to least)
PLANS & SERVICE- of the other/new Mobile connection is cheaper has good plans
NETWORK- Of the connection is better
FRIENDS & FAMILY- Use this connection so I will also change to this connection.
BEST ALTERNATE TO MY CURRENT SERVICE
LOYALTY- I won't change ever
PREVIOUS SUBSCRIBERS- I was using the service before
BRAND CONNECT- With Celebrity or Tag Line or Jingle or Association
TRUST- I trust this Brand.
JUST A TRY- I'll give this connection a try
3G- It has 3G Service
MUSIC SERVICE- Hello tunes on a particular service are better than the other.

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INTERVIEWS

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INTERVIEWS

Interview with Mrs Gita Ram


Mrs Gita Ram
Sr. VP with the Omnicom Media Group (South operations)
Profile: Straddled Media Planning & Buying and Qualitative Research
Location: Bangalore
Q1. As a media planner, how important do you think are innovations for a
medium?
I think in todays clutterred scenario media innovations is technique through which the
brand can get additional impact during the campaign period, therefore advertisers are
asking there AOR to look for opportunities beyond what there current media plan is
delivering as the time frame is small and the budgets are same and fragmentation is
increasing there is a need for identifying opportunities that would give them that extra
edge.

Q2. The ad placed on the flap of Times of India vis-à-vis front page of a Times of
India?
Very difficult to say, research is expensive, and nobody does a day after recall of the
campaign. (Don't quote me on this)

Q3. Do you think the flap ad overshadows the other ads on the front page?

There is only 1 ad on the front page at best they offer two positions I wouls say it gets
noticeably, but at a cost. It also depends on the category you are advertising.

For Ex: Volkswagen, the road block campaign, forget how many cars were sold but it
create a lot of Buzz, on Facebook, in the car fraternity so given the amount of clutter in
the market these thing do pay but how effective they are, measurability is not sure. And
if you want to measure it, until you invest in it in the quantitative research it won't give

79
INTERVIEWS

you. For this case the amount of calls a dealer would get after the campaign would be a
measure of effectiveness.

It would surely got the buzz, but there are two ways of evaluating the buzz
I am not a VW TG but I also saw it, and so did the audience so I am not sure how good the
return on Investment was.

Q4. “Times of India” is seen to innovate more than other newspaper?

No all Newspaper are open to innovation, its just that times of india has more number of
editions in the English segment so most advertisers prefer them

Me: and what about Regional Newspapers?

They also are open to innovation, recently we have a client INTEL and we used Jagran to
innovate. It's just that it's not visible to you and me we feel that it's not innovating

Q5. How far the Newspaper Policy is responsible for innovation, as the whole
production process has to change at times?
Of course it is, and we have to change their mind set, they did change their mindset 10
years ago, they changed their mind set because they were losing revenue as compared to
other medium completely so they were forced to change their mindset. So even a
publication like Hindu is today open to innovations.

Q6. In IPL there is around 200 seconds to sell and every brand is fighting for SOV,
Comment?

There are fixed categories who will always be there in cricket for eg Telecom Sector,
There is less amount of clutter as the ad placed in cricket such that they don't miss
the match, but the major challenge lies for the advertisers who cannot be

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INTERVIEWS

on cricket, how do they manage to advertise, what time band they show go to, what
channels they should run on, therefore even the other channels are also facing
challenges because everyone wants a time band when there is no cricket. So that's where
the problem lies.

Me: IPL has innovation like push back, aston bands etc…

In fact our company OMD used a very effective way at low cost to be present on cricket
with “Appy”, the brand couldn't afford to be on cricket

So what they did was they took the trivia about the cricketers to be there, so Appy did not
had to pay for the regular commercial time but still managed to be there. This was a very
effective way as we found even the commentators to say “What does the Appy facts
have to say”. So basically all these innovations are helping brands to break through the
clutter.

Q7. How the pricing for such innovation does take place?
It is a huge premium that is charged, on both print and television, around 60% higher. It
also depends on the format of the show.

Q8. How much do you think can help innovation in outdoor media to survive?

I would say it's not survival, but to find out ways to get noticibility and stand out of the
clutter. There is so much of Fragmentation of media these days and the consumer is
bombarded with so many messages every day. Earlier we had only two medium print
and television today we a host of other mediums too, so I would say more than survival
these are ways to get consumer attention.

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INTERVIEWS

Q9. “Idea outdoor Campaign” Comment?


I think they succeeded, the most standout thing that they have done is that they took two
bridges one in Noida and the other Mumbai- Worli sea link, and what they did was, it
was kind of corporate social responsibility, so instead of you paying for itand getting a
ticket, you had to send a message and to them and they would send you a message back
in form of ticket. The message was “Power of Mobile” and “SAVE Paper”
This caught lot of BUZZ.

Q10. What do you have to say about the Future of Innovations?


I think we will have to find various different ways of getting consumer attention.

Thank you

82
INTERVIEWS

An interview with Mr Vijay Mamjain on Volkswagen Cut out


Campaign

Mr Vijay Mamjain
Designation: Senior Manager Marketing Times of India
Experience: 6 years

Q1. Whose idea was that to have the cut out for the Volkswagen campaign, The Brand,
The Newspaper or the Agency idea?
The ideation for the VW campaign came from us, but before the idea got finalized we
had several discussions with the client VW. Discussion went along the line of various
options available & size of innovations.
The main objective of the times of India was to have: Disruptive innovation
Before we discuss further a small introduction about the company is necessary
Volkswagen is a German Company, It is a part of the five sister car companies which are
Skoda, Audi, Porsche and others. Volkswagen is relatively new to our country and if
conventional route would have been adopted it would have taken ages for them to
establish the brand in India.
Volkswagen has cars for all economic ranges starting from 7 lakh onwards.
Competitors for the VW are: Toyota Corolla Altis, Innova, Honda Civic, Honda Accord
& Chevrole Cruze. Also the brand faces intense competitions internally from the sister
companies.

Q2. How was the Road Block campaign strategized?


Road Block was our idea and then it was worked upon by other agencies.
Creative's of the Road Block were based on:

1. How the Volkswagen was spelled and pronounced

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INTERVIEWS
2. About the Car/ the Brand/ and the machinery
3. Impact & Credibility

Q3. How the printing for the “cut out” innovation was taken into care?
There were a lot of technical issues for this innovation. One complete day was needed
for only printing. A full automated process was involved for printing, bundling and
distributing. The process was done under strict time line.
Now since all this would take more time, the current issue will get delayed and if the
issue gets delayed it has no value, therefore a separate replica of the newspaper had to be
created for this kind of innovation.
The new issue needed content also; therefore general news of the week was covered in
that replica. Then the replica was sent for Di Cut at 7 Centers. Around 42 Lac Copies
were di cut. This took around 12 days of time
After the replica with the cut out was ready it was shifted to all the distribution centres
The vendors were then educated of how the distribution has to take place and were told
not that this is being done for some drink. This took another 12 days before the actual
innovation hit the reader's door.

Q4. What about the ROI for such innovation?


1. VW got enormous enquires on phone and on web.

2. It was the most searched item on Google that day.

3. Around 1,20,000 cars have been sold after that.

4. This also gives the Brand Credibility & Sales.

5. The Brand is surely getting ROI therefore they are coming back to us for more

number of innovations.

Q5. Recall value of innovation vis-à-vis the regular ads?


No specific research was conducted but the recall value for such Innovation is
comparatively much higher than regular advertisements.

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INTERVIEWS

For instance the recall value for the Roadblock was 50% more than regular
advertisements that also after 3 days. Colleagues from our organization and other
organizations, heard a lot of buzz for the innovations. As I have mentioned earlier the
VW was the maximum searched brand that day.

Q6. How much do you think a newspaper is flexible for such kind of innovation?
As per Times of India is concerned it is a very flexible newspaper for innovations. This is
for several reasons like:
1. It gives Vibrancy to the Brand Times of India,

2. Times Of India generates almost 50% of the total Print revenue

3. To compete with other Mediums

4. Print is a Static & Passive Medium, Innovation help the medium to be more

dynamic.

Q7. How would you justify the pricing for such innovations?
Since it is unconventional, the client needs to pay premium pricing for such innovation.
Generally the pricing for such innovation is at double or even three times the price of
regular advertisements.
Most of the time it differs from innovation to innovation, it is based on the impact it is
likely to create and the difficulty of innovation, but surely what they spend for such
innovation they are paid off in return well, to justify we have clients who have come
back to us regularly for innovations. Ex Colors Channel, whenever they launch an new
program they launch it using innovation. HDFC uses Flaps frequently.

Q8. Road Block & Cut Out of the Volkswagen was highly debated on the internet,
how would you defend this?
The heat was generated by the Competitors to inform Volkswagen our client that what
they did was useless. This was just done so that VW does not come back to us as a client.

85
INTERVIEWS
nd
But fortunately they have come back to us and we did the 2 innovation for them.
Q9. “Times of India show more flexibility towards innovations over other
newspaper” Comment!
It's the culture in the organization which is responsible for innovation and creativity.
Times of India itself also take active part with clients; we come up with ideas that can be
executed by us.
Other newspapers are more or less traditional in their approach. They have starting
adapting to the change now. DNA has to be changed.

Thank you

86
SURVEY ANALYSIS

Survey Analysis for Media Professionals


Q1. As a Media Professional, How important do you think are innovations for a
MEDIUM?

Chart 10.1
Q2. As a Media Professional, How important do you think are innovations for a
BRAND?

Chart 10.2

Q3. Choose on the basis of Impact, Return on Investment & Recall Value
A. The ad placed on the front flap of a Newspaper vs an ad placed on the front page

for two insertions

Chart 11.1

87
SURVEY ANALYSIS

B. Road block for one day Vs. Front page ads for 7 days

Chart 11.2

C. Innovative placement of Kitkat in Dance India Dance Vs spots on regular

commercial time

Chart 11.3

D. Innovative ad placement Vs Creative ad

Chart 11.4

88
SURVEY ANALYSIS

Q4. How far you do think Innovations in IPL 3, has helped the brands to break
through the clutter?

Chart 12.1

Q5. In your opinion, which is the best innovation you have come across?
[A]. BRAND
Vodafone
Volkswagen
[B] MEDIUM
Television
Print
[C] A Short Description
Zoo Zoo
Vodafone
Q6 . How far do you think innovations are helping outdoor media to survive?

Chart 13.1
Q7. "Future of Traditional Media depends on the extent of their capability to
innovate” FOR or AGAINST?

Chart 14.1

89
RESEARCH & FINDINGS

Major Findings
From the consumer survey:

! Majority of the respondents have noticed


innovation in traditional media in some form or the
other.

!Only a small percentage of 14% respondents were not aware of innovations in any
form. Women comprise the majority in the 14% of not being exposed to innovation as
compared to Male audience.

!Majority of the respondents remember innovations maximum in the outdoor


medium, followed by Newspaper & Television. Inversely more money is spent on
innovations in Television and Newspaper as compared to Outdoor Medium

!Brand “Vodafone” can be recalled with innovations by many, followed by 16% who
remember “Volkswagen” for innovations.

!Around, 5% of the sample could recollect MRF as a brand for innovations, which is
fairly a good number as compared to what they spent on it.

!Around 75% of the respondents feel themselves more attached to the product when it
is presented in an innovative way. The chances of brands to be recalled and preferred at
the time of purchase is higher for Brands with innovations as compared to Brands with
regular advertisements.

!From the 1st brands that consumers could recall from IPL 3, only includes Vodafone
amongst the top 5 advertisers.

90
RESEARCH & FINDINGS
!Overall, among the top 3 brands that people recall in IPL are:
A. Vodafone

B. Max Mobiles

C. Karbon Mobiles

Seeing the overall top 3 brands that people recall being advertised on IPL 3 are the
brands with maximum innovations and not maximum airtime. The effectiveness of
innovation can be clearly seen from this.

!Vodafone though is not the top on screen advertiser but yet has managed to be top
brand being recalled here too. Surprisingly none of the top 3 Brands of onscreen
advertising have been recalled by the respondents.

!The Top 3 Brands that respondents recall on the Push back screen are:
a.Vodafone

b.Max Mobiles

C.Aircel

! The brand that were majorly advertized on the push back screen were: Jaguar, Hero
Honda CBZ, Airtel Broadband, Moutain Dew, LG Screens etc, but unlikely none of
these brands were recalled by the respondents

The following could be the reasons for the same:


1. Difficulty to recall brands on the push back screen specifically

2. Difficulty to understand the concept of push back screen in the questionnaire

3. Ineffectiveness of the Innovation.

!Around 47% of the people could associate “Strategic Time Out” with Max Mobile,
which is fairly a good percentage for the brand and the innovative way to associate brand
to properties seems to be successful for the Brand

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RESEARCH & FINDINGS

!50% of the respondents could associate Decision Pending with Kingfisher; hardly
anyone associated the property with Nestle Munch.

!Around 36% of the respondents could actually associate Mumbai Indian Team with
Videocon, the main sponsor. Surprisingly 34% left the option blank, even though
Mumbai Indian team managed to reach the finals and the finals generated a TVR of 12.5.

!Around 41% of the total number of respondents associated the Kamaal Ka Catch with
Karbonn Mobiles. This is great for a new brand to enter the Indian Market.

!Around 41% of the total number of respondents associated the Kamaal Ka Catch with
Karbonn Mobiles. This is great for a new brand to enter the Indian Market.

!An excellent Recall value was seen for the MRF balloon; around 62% of the
respondents could recollect the innovation with the right Brand.

!Unfortunately, not being qualified for the Semi Finals also led to a very low Return of
Investment for Emirates the main sponsor for KINGS XI team. Only 10 % of the
respondents could associate the team with Emirates. Around 6% associate Kings XI
with the celebrity Preeti Zinta and 3%of the respondents associate it Nimbooz, the last
year main sponsor for Kings XI Punjab team.

!1. The impact of on screen innovative placement of Vodafone in BIG BOSS 3, is


yet not over, around 27% of the respondents could still associate Big Boss with
Vodafone even after 6 months of the show being off air.

!Surprising to the TRP's Rakhi ka Swayamvar generated the Brand Recall Value is
really low. With the title sponsor being recalled only by 10% of the respondents and
Majority of the respondents prefer leaving this question Blank.

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RESEARCH & FINDINGS

!For Roadies around 51% of the people could associate the Brand with HERO Honda
Karizma. Relatively lower but Mountain Dew is also been associated with the show, due
to the innovative placement of both the brands in the show.

!Comparatively less but significant number of people could associate the Dance India
Dance with LUX. Around 5% could only associate it with KITKAT, which is fairly low.

Over all from the presentation the top ads that could be recalled are:
1. Nimbooz: around 19% respondents recall
Reason may be Innovation & Twice placement in the presentation.
2. Vodafone 17% respondents recall

Reasons: No innovations, less Investment yet high Recall


3. Pepsi 13% respondents recall

Reasons: Innovation has been able to generate recall or may be product is more
centric to the respondent's age group of 20- 25 years and therefore generated
high recall value
4. Volkswagen 11% respondents recall

Reason: A significant Brand Recall, High investment and comparatively low


rate of Return.

! 85% of the respondents found the innovation in the presentation interesting, that's
fairly a good percentage for the advertiser, in terms of ROI, but the problem lies not in
these 85%. But the remaining 15% who either are not interested or didn't find the ads
interesting.

!Brands such Vodafone and Amul has no innovation as such but amazing colour
combination for the Vodafone and excellent copy for Amul ad. It is not necessary that
innovation can always lead to catch the attention for the maximum time.

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RESEARCH & FINDINGS
!Nimbooz & Volkswagen are the first two innovative brands in the presentation,
which caught the attention for the maximum time.

!Majority of the respondents took less than 10 sec to view each advertisement. This is
the matter of concern; understand that an innovative ad is not able to catch the attention
for more than 10 seconds.

!The Innovation by NIMBOOZ was liked by Majority of the respondents, followed by


TATA PHOTON and Volkswagen.

!Majority of the people had seen either one of these innovative advertisements before.
This gives more credibility to the research, as innovation gets noticed and has high recall
value.

!Volkswagen Cut-out Campaign was already seen by majority of the people, similar
majority had already seen Nimbooz Campaign. The Point here is the money invested
into VW Print campaign is sum total of the complete 360 Nimbooz campaign, but yet
Nimbooz innovation was liked more than the Volkswagen campaign.

!The success of the campaign is based, when majority of the people are just ready to at
least try the product and in this case 53% of the respondents say that they shall try
Nimbooz after seeing it in this Campaign. This clearly shows the effectiveness of
innovation and surely rate of return for the brand would be much higher.

!“Maruti” still leads to be the highest recalled brand in the car segment. Maruti as a car
enjoys its historical hold in the Indian car Market.

!It's been not more than a year for a VW to enter the Indian Car Market and has
garnered the top 3 position of the car association test.

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RESEARCH & FINDINGS

Amongst top recalled brands in shoes category are: Nike, Adidas, Puma, Reebok etc. An
interesting answer that a lot of women filled in was Cat Walk, a brand with minimum
number of advertisements, almost no innovations but yet a brand recalled primarily
because of Word of Mouth and Good products.

st
!Nike as Brand has been the 1 top brand being recalled or associated with shoes.

!In the home appliance category LG is the top brand being recalled by the age group.

No Brand is in close competition with LG, and the nearest that lies is Whirlpool
followed by Videocon and then Samsung.

!A lot of innovative approaches and on Onscreen Presence was seen for LG &

Videocon during IPL Season 3, But the category association amongst the youth of home
appliances is with LG over Videocon

!The top brand that consumers recall or associate with mobiles is NOKIA. The brand

enjoys the market leadership in the category from years now.

!Surprising to me is the Karbonn Mobiles and Micro Max Mobiles which have been

very prominently associated with the IPL 3 and also with their respective properties but
yet have not been able to be associated with the Product Category. This calls for a major
trouble for the brand.

!Brands like LG Mobiles and Videocon Mobiles are not even close to be associated
with Mobile Phones at present.

!The top brand associations with Banks are ICICI (leader) followed by SBI and s
HDFC.

!Undoubtedly Cadbury dominated this share of market followed by Nestle. Brands

like Amul have been swept away from the market.

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RESEARCH & FINDINGS

!Foreign Chocolate Brands like Lindt, Ferro ocher, Mars, Snickers were also be

!listed by the respondents.

!From Cadbury, maximum people prefer Dairy Milk followed by 5 Star and in Nestle

!the share is between Munch & Perk.

!Surf Continuous to dominate the market with close competition from Tide.

!The recent Rin & Tide “innovative war fair” has benefited both the brand in terms of

!Brand Recall. I call this as an Innovative War fair because of the benefits that both the

!brands have generated from the war.

!In the B School Category, Not to my surprise, IIM is the most recalled brand when it

!comes to B School, reason unstated.

nd
!IIPM with its Full page Advertisements have been able to garner the 2 position for its

!association with B Schools, which is fairly a very good association in terms of Brand

!recall.

!Amity does try a lot of innovations, even during this IPL season 3, it placed its logo

!just next to the Set Max Logo, but not to its advantage, did not help the brand a lot.
rd
!Amity has still managed to be the 3 top brand being recalled with B Schools.

!Ambuja Cements is the top brand that the respondents could associate with Ambuja

!cements, followed by Birla cements and Ultra cements

!India cements the official sponsor for Kolkata Knight riders did not generate a lot of

brand Association for the category but though they amount to 2% of respondents
association.

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RESEARCH & FINDINGS

!Binani Cements recent television commercials and outdoor placements have also led

the brand to be recalled with the category.

!The maximum respondents are subscribers of either Airtel or Vodafone, majorly

Vodafone. 5% of the respondents are subscribers to Reliance too.

!Majority of the people prefer Vodafone as their next brand of choice followed by

Airtel.
!Vodafone innovative strategies, zoo zoo and the pug has helped Vodafone be the top

subscriber and the top preferred subscriber.

!On the other hand Airtel has lost its market share comparatively to being the market
nd
leader at one point of time. But yet stands 2 best preferred Brand.

!A huge amount of subscribers want to still be loyal to their current connection and do

not prefer to change, this seems to be a threat to the new entrants in the industry.

!Innovative & Socially responsible Brand “Idea” is the next preferred brand for shift

by almost 9% of the respondents voting for it.

!BSNL is also the next preferred Brand due to its Network, Service and Plans.

!Brands like DOCOMO, UNINOR & MTS who are continuously using innovative

outdoor campaigns but have been able to develop a very minor share for themselves
today.

!The Major reasons for preferring other mobile connections are prominently the Plans,

Services & Network of the other service providers.

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RESEARCH & FINDINGS

From the media Professionals


Major Findings & Analogies

1. Media Professionals have an opinion that innovations are equally important for
both the Medium & the Brand. But now a days its more important for the
medium over the brand.

2. They also categories Vodafone as the most innovative brand.

3. Future of traditional media is based on their capability to innovate, professionals


are strongly for the statement.

4. Innovative ad is not always a better option.

5. As compared to a regular ad, innovations have comparatively a more impact,


reach and recall but the return on investment is debated.

6. Newspapers other than the Times of India are more or less traditional in their
approach. They have starting adapting to the change now. To change the DNA of
a publication takes time.

7. Since innovation is unconventional, the client needs to pay premium pricing for
such innovation. Generally the pricing for such innovation is at double or even
three times the price of regular advertisements.

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HYPOTHESIS TESTING

Hypothesis Testing:

1.Innovations have almost double the impact and

recall value as compared to the regular


advertisement:

Innovations do not necessarily have double the impact on the consumer, they surely get
the attention factor and the buzz factor, but the recall value for each differs. There are
campaigns which have been to able to generate impact which is even more than double,
and there are campaigns which have not been able to generate that large an impact.
Brands known for innovations like Vodafone, Volkswagen, Nimbooz etc have been able
to generate double the impact than they would have otherwise generated through regular
advertisements.
Whereas Brands like Samsung, have not able to generate that large an impact through
innovations.
At the same time creative innovations like MRF Blimp have been able to do so.

2.Innovations is necessary for the survival of a Media Business

True to the statement, as rightly said by the media professionals, innovations are more
necessary for mediums than for brands. Media houses suffer from competitions not only
among the same medium but also from other media vehicles.
Every media has its limitations and to overcome the limitations there are other forms of
media, which also pose threat to the weaker media's, in order for the weaker media's to
survive the they ought to innovate.
Emergence of newer technologies facilitates innovations in traditional media's.
Internet is the most powerful threat to the survival of traditions media, for instance
newspapers in many parts in US have already become e-newspapers, media analyst

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HYPOTHESIS TESTING

poses the same effect in India too, and the major reason for this would be advertisers
shift to a more volatile media.
Traditional Media shall innovate to satisfy over dwelling objectives of the advertisers.

In Future, More and more advertisers would be looking forward to use


innovations as a key tool for advertising.
Innovations is one solution, to capture the attention of the consumers, to get a higher
recall value for the brand in this cluttered market of messages flying from all across.
Innovations has proved effective for Brands, as its unique in its own way and a great
innovation can benefit the Brand to a larger perspective sometimes even with low ad
spends.

The challenge is for future agencies & media analyst to continuously pose innovative
ideas of getting brands become a part of the family of the consumer. The
idea/innovations which are new/captivating today shall become old, heard off or might
even be termed as regular advertising.
Innovations need not be expensive innovations always, sometimes simple things work
best, so advertisers who are looking for return on investment, would probably look for
cheap & innovative strategies to get their brands in the mind of the consumer.

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CONCLUSION

Impact & Analysis of Innovations in Media Busine

M
any claim innovations to be
a sure short success plan for
an advertising campaign,

after completing this research I would say


it's not only innovations which can really
drive your brand to heights.
The increasing trend for innovations started
way back from the print industry, when the
desire to compete with other media's and to attract the advertiser increased. Today we
see innovations in some kind or the other in all media's.
Outdoor as a medium has been the most innovative these days, with doing possibly
everything they can do, I would say it's a good come back for the medium.
Innovations in any medium does get in a lot of attention and recall factor, surprising to
me many of the respondents in the research actually remember small innovations as
well. It really depends what catches or is liked by the consumer.
Indian consumer is a lot finicky about allot many things including advertisements.
Presenting brands through innovations break through the clutter and surely catches the
attention, but how far is it or can be recalled is a question mark even today.
Interestingly, Series of Innovation has much higher recall, than a single one to get
noticed and recalled. A couple of examples would be Brands like Vodafone having a
series of Zoo Zoo advertisements, Brands like Nimbooz have a series of ads running in
all mediums, which include outdoor medium to a large extent also.
The point of discussion still lies is the Rate of Return on the innovations. Brands like
Volkswagen has spent enormous money in the recent innovations and to its benefits,
people remember the innovation even today, so at such situations it's just not about recall
of a brand but involves a long lasting recall.

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CONCLUSION

In Comparison with the regular advertisements vis-a-viz innovative advertisements,


surely the innovative advertisements have a far greater impact but regular
advertisements are not far away.
I say with substance, people loved, recalled the Vodafone ad & the amul ad from the
presentation file, which were very simple and regular ads but yet could carry the impact,
so its not just that innovations which can do magic, but even regular ads can do if it's
done well.
Innovations also lead to a lot of innovation recall over brand recall, the responses
generated had responses which were vague in nature, respondents remember the
innovation but not the brand that where the whole problem lies. If an innovation
overshadows the main brand the whole objective of the campaign is lost.
An interesting thing could be seen amongst the IPL 3 properties karbonn “Kammal ka
catch” and Maxx “Strategic Time out”, around 40% 42% people could remember the
brand with their respective property, which is a great deal, but when asked to recall
brands you associate to Mobile phone, hardly anyone had mentioned Karbonn Mobiles
or Maxx Mobiles, so for the company it showcases poor results with category recall, and
more or less objective failure for the Brand.
Another interesting brand established on innovative platforms is Volkswagen, It's been
an year for the brand existence in India, and positively people recall the brand with its
product category Cars amongst the top 3 category association.
Innovation such as Flap of a newspaper has already started losing the “i” factor due to its
regular uploads in the newspaper that it misses the wow factor it once had and the
consumers/readers find it a regular thing now.
There are so many brands and sponsors that they all need to be given airtime. As the
stakes to hold on to the sponsors increase, you would see more such innovations to give
the brands sufficient air time.
In a futuristic approach towards innovations, I feel the game is going to be tougher each
day and the fittest shall only survive.

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BIBLIOGRAPHY

Books/Magazines:
1. FICCI Report, 2009

2. 4Ps Business & Marketing Magazine,


April 2010 Issue
3. Outdoor Asia , March 2010 issue

4. At the corner of innovation and marketing

ideas- Tim Adren


Http://blogtimandren.com/
Website:
1. www.afaqs.com/idea

2. http://www.campaignindia.in/news/2009/11/11/the-times-of-india-creates-

print-roadblock-for-volkswagen-brands
3. ramanujam-sridhar.blogspot.com/2010/04/are-you-teasing-your-

customer.html
4. www.tamindia.com

5. www.afaqs.com/ipl

6. http://en.wikipedia.org/wiki/Bigg_Boss_(Season_3)

7. http://www.cricketpulse.com/ipl/ipl2010/Kings-XI-Punjab-2010-Team-

Profile.asp
8. http://www.cricketpulse.com/ipl/ipl2010/Mumbai-Indians-2010-Team-

Profile.asp
9. http://biggboss.yahoo.com/synopsis.php

10. http://www.indiantelevision.com/tamadex/2k10/may/tam18.php

11. Http://campaignindia.in/news/2010/03/12/ht-innovations-is-the-world-s-first

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