The afternoon session on day two of the PROMAX&BDA 2004 intrigued the audience yet again. The session had three presentations. Kunal Dasgupta, CEO, Sony Entertainment Television India, started speaking on ‘From here to Eternity – The Evolution of a TV Brand’. Followed by Orion Ross and Arnab Chaudhari who spoke on ‘Branding a new channel in India – POGO’ and ‘Creative thinking – Putting the fun back into the process’ by Piyush Pandey, National Creative Director, O&M. It concluded with ‘Print Works’ an interactive panel discussion.
From here to Eternity – the Evolution of a TV Brand
The case studied in context of the brand was ‘Jassi Jaisi Koi Nahi’. He explained the programming and marketing approach for the serial was 360 degrees. “It was a buzz that became a roar,” he said. There were many challenges that were faced like the market place challenges, product creation and so on. To come up with the right kind of a show, he said, “We took an insight into the contemporary women, who is a strategist, becoming increasingly competitive along with many other emerging attributes.”
‘Jassi Jaisi Koi Nahi’ is a conventional product with an innovative execution. The 360-degree marketing approach adopted by the channel comprised of intrigue, character and testimony, and then surprise. He said, “In here the buzz marketing was at its best.” ‘Jassi Jaisi…’ entered into strategic promotions. The character Jassi in her garb hosted the Femina Miss India, roped in Hum Tum’s actor Saif Ali khan as well as encouraged everyone to vote for. The serial has made Sony India a No 1 within metro cities” added.
Branding a new channel in India – POGO
Ross and Chaudhuri presented a wholesome POGO experience. They shared the thoughts behind the name selected, the colours, the artistes, so on and so forth. “The channel values are to be playful, friendly, clever and contemporary, these are what we wanted to bring out in all our communications,” said Ross.
The thinking group at Turner threw up many names for discussion, like milk, juice, buddy, egg, etc. A channel, named interactive matrix was created to get the best name. They pointed out that the four colours, namely red, orange, blue and green signified a meaning of its own. POGO is been positioned as an asset to any kid.
Creative thinking – Putting the fun back into the process
Pandey was at his best when he said, “If you want creativity, throw the MBAs out.” He added on by saying that we are in the business of entertainment and can’t afford to be serious. “Passion and process cannot be put together in a paragraph,” he averred. A Walt Disney Aladdin tape was shown to put his point forward. He concluded by saying, “There is no process to creative thinking”
Yet another interesting sidelight of the PROMAX&BDA India show was the panel discussion on whether the television industry captains should be looking at print as a profitable and purposeful vehicle for promotion, while TV itself is positioned as the number one media communication medium.
Moderated by Anurag Batra, Managing Director, exchange4media group, the eminent speakers on the panel discussion included Rajat Jain, EVP and Business Head, SET MAX, Bhuvan Lall of Lall Entertainment, Sandeep Tarkas, CEO, OMD and Anand Halve, Brand Consultant and co-founder of Chlorophyll.
Setting the tone of the discussion, Batra put forward a set of queries to the speakers after running the audience through a crisp and focused presentation on ‘Does Print Work?’ The points raised for debate were, does print work for weak brands, and if not so, what really could print do to brands, no matter weak or strong? Next, can print supplement the whole media plan and, can it work in isolation?
Observing a detailed communication in a newsy environment gaining more credibility, Rajat Jain said that for broadcasters print really could help ‘turn up the volume’ as it gave a platform above the cluttered TV environment. He added that immediacy of reach and the vibrancy of the medium in terms of diversity were immense. But, Jain felt that ads and promotions needed to stand out in print alike to make a connect.
Sandeep Tarkas talked about how TV was using print very judiciously to project their image and brand identity. The ad spend, he said, was huge and the vernacular media was using print very innovatively. Tarkas cited the example of Amar Ujala.
Giving a new perspective to the discussion, Anand Halve said the crucial question to answer here was what was the fundamental character of the brand. “Various channels from different genres have used print to talk of themselves as one brand but have inherent varieties in content that raise a confusing picture,” Halve said. The idea therefore should be to find the overarching value to bring all disparate things together. That perhaps would help brands get the maximum mileage from the print media, Halve said.