Media Dossier- Nov 2007

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					                          MEDIA DOSSIER

                                Period Covered: Nov 1 – 30, 2007

                                 Subject: Monthly Media Dossier

                          Medium Appeared in: Electronic & Print

For internal circulation only

  Monthly Media Dossier                                            Nov 2007

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                        PERCEPT NEWS

Monthly Media Dossier                       Nov 2007

                             Page 2 of 75
Virgin to create Priyanka's superhero property
Source:,,,,,,,, Date: Nov 1, 2007
Sir Richard Branson's Virgin Comics will be creating a new superhero character for comic books, animations and games
based on Bollywood actress Priyanka Chopra. The new content relationship makes Chopra the first Miss World winner
to create a superhero property. The partnership also teams Chopra with media company Virgin Comics, founded by
author Deepak Chopra, filmmaker Shekhar Kapur and enterpreneurs Sharad Devarajan, Gotham Chopra and Suresh
Seetharaman. The new story, which is still being developed and currently unititled, deals with an adopted girl who
discovers she has a far greater role to play as she is the latest in a line of princesses with great mystical power and a
sworn duty to take down evil wherever it lurks. The story is expected to launch first as a comic book series in 2008.
Virgin plans to work with Chopra to develop the story across numerous platforms including animation games and
theatrical live-action film. Chopra said, "I love cartoons and animation, so being able to create my own original
superhero with Virgin's amazing group of artists and storytellers is a dream come true that I hope will capture the
imagination of a new generation of Indian youth."

"Priyanka Chopra is an ideal partner as we continue to seek out ways to work with leading creators and icons from
around the world," added Virgin Comics CEO Sharad Devarajan. The marriage between Chopra and Virgin was brought
about by Percept Talent Management (PTM). "We are thrilled to bring together two strong iconic brands from their own
domains. As entertainment continues to evolve and cater to various segments of the demographics, creating a
superhero property with Priyanka will ensure reach to its target audience and creates a buzz amongst the readers," said
Percept Talent Management COO Vinita Bangard.

Dhoni watches John go intense
Source:, Date: Nov 1, 2007
Mahendra Singh Dhoni and John Abraham share more than their hairstyles and hairstylist. John has expressed earlier
stating, "Dhoni is my favourite cricketer". We are not sure if Johnny boy is Dhoni's favourite actor but the T20 captain
dropped in on the sets of Nagesh Kukunoor's “Aashayein” which stars John in the lead. The film produced by Percept
Picture Company was being shot at DN Nagar, Andheri. Dhoni dropped in to meet John and stayed to watch the
shooting. They discussed everything from films to crickets to bikes on the set. The atmosphere became really lively
after Dhoni arrived. He even stayed back and watched John do some intense scenes.

Percept to produce live action animation film 'Jumbo'
Source:, Date: Nov 1, 2007
Percept Picture Company (PPC), producer of the successful animation film Hanuman, is making a new live-action cum
animation feature film Jumbo. The concept is developed by Walt Disney and Percept has acquired its exploitative rights,
says PPC CEO Preet Bedi. The project will involve live action cum animation and is slated to go on floors in March
2008. "Jumbo is a story about a baby elephant. Disney has taken the concept to various countries and we have
acquired its exploitative rights. We are looking to release it sometime in 2010," Bedi said. PPC, meanwhile, has finalised
a release date for Hanuman Returns, the sequel to Hanuman. "We are releasing it on 27 December. The film is ready
and we are currently putting into place the marketing activity for the same," said Bedi, while showcasing a preview of
the film at Nasscom Animation and Gaming 2007. "The budget of the sequel is about Rs 220-230 million and the
marketing spends are about 15-20 times of what we spent on the original. Hanuman has become a brand and we are
leveraging its popularity on multiple platforms of which merchandising forms a significant proportion," he said. For
Hanuman Returns, Percept Picture Company has tied up with Pantaloons for branded apparel and stationery, Jump
Games for mobile and Microsoft XBox 360 for console gaming.
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Nasscom Animation and Gaming India 2007 begins on a positive note
Source: exchange4media, Date: Nov 2, 2007
The first day of the two-day Nasscom Animation and Gaming India 2007, being held in Mumbai, presented an
opportunity for industry experts to come together under a single roof and discuss newer opportunities and problems
facing the industry. Following presentations from Kiran Karnik, President, Nasscom, and inaugural address by Nelson
Recinos, stage for the following day was set by Biren Ghose, CEO, Kahani Inc. Subhash Ghai, CMD, Mukta Arts, in his
keynote address called animation “the reality of future.” A panel discussion, ‘Animation / Gaming as the turbo power in
branding’ had Preet Bedi, CEO, Percept Picture Company; Srilekha Agarwal from Quantum Market Research; and,
Sharad Devarajan, CEO, Virgin Comics, share their experiences on creating and marketing properties through

While Agarwal talked about how kids had become decision makers in a family, she observed that trends had ended and
only fads ruled. Bedi, on his part, wanted to extend the brand experience through animation and gaming round the year
and across all ages. Talking about some of the challenges faced by the medium, he also pointed out the positives
coming from the medium. Devarajan dwelled on the topic of how international audiences were embracing Asian stories,
including Indian folklore. He also went on to explain how Virgin Comics had created animated properties that could be
extended to several properties like comic book series and feature films. Revealing plans on his forthcoming movie,
‘Hanuman Returns’, Bedi observed that the merchandising figures alone made it worthwhile for creating these movies.
Looking to have a ‘Hanuman’ series film once every two years, the new movie is slated to release in Hindi, English,
Spanish and French. The company has already tied-up for multi-crore deals with 15 different retail partners that include
a stationery brand, an ice-cream brand and a jewellery brand. Virgin Comics has also revealed their plans to launch
animated properties based on actress Priyanka Chopra and Sachin Tendulkar.

Percept H drafts a tailor-made strategy for J Hampstead.
Source:, Date: Nov 2, 2007
Following a multi-agency pitch, Percept H has won the creative duties for J Hampstead, the worsted fabric brand from
Siyaram Silk Mills. According to industry sources, the ad spend is pegged at around Rs 7 crore. For the past year or so,
Saints & Warriors, the Pushpinder Singh founded agency, was in charge of the brand. J Hampstead has always been
positioned a a premium brand, competing with brands such as Reid & Taylor. Percept H also handles the mother
brand, Siyaram’s. Incidentally, this is not the first time that Percept will be working on J Hampstead – its first brush with
the brand happened five years ago. Percept is believed to have won the account on the basis of its unique pitch
presentation, which suggested the use of a female celebrity to endorse the menswear brand. Ajay Chandwani, CEO,
Percept H, says, “With the likes of Amitabh Bachchan endorsing Reid & Taylor, no male celeb stands a chance in the
category. We needed to think laterally.” Accordingly, Percept presented a strategy to get actress Priyanka Chopra to
endorse the brand.

The TVC, a 60-seconder which is likely to break on television in a few weeks, will feature Chopra as a fashion icon in
Paris designing her own line for J Hampstead. As she searches for inspiration in the romantic city, her gaze falls upon a
handsome man who becomes her muse. She ends up designing an entire line for him, and male models (including her
original ‘inspiration’) walk the ramp showing off her clothing line. The commercial ends with Chopra being whisked away
by her man on his bike. The concluding line reads: ‘J Hampstead. Nothing but the best for me.’ The brand’s earlier
tagline was: ‘The world’s finest fabric’. This may or may not be shelved permanently, depending on the reactions to the
new tagline. “We decided to capture a woman’s perspective on a men’s brand,” says Chandwani, although variations of
the concept have been used by brands such as Grasim and Mayur Suitings. “J Hampstead will stand for what women
find interesting in a man (who’s) well-dressed,” he adds.

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The main insight behind the commercial is simple: Men want appreciation for their efforts at grooming and, instead of
having other men envying them or their status in life (which the category itself has established), they would rather know
how women react to them. “Women play the most crucial role in male grooming as they are the better judge of fashion,”
says Avnish Poddar, business head, J Hampstead. “This is why we will offer Priyanka’s take on a J Hampstead man.”
Television, print and outdoor will form the core media mix for the J Hampstead campaign. Earlier ads for J Hampstead
always had a male celebrity endorsing the brand, and these have included the entire South African cricket team of
yesteryears, Mahesh Bhupathy, Leander Paes and Geoffrey Boycott.

Young cricket blood hots up Brand India
Source:, Date: Nov 3, 2007
It's a double bonanza for Dhoni & Co. As the Jharkhand dasher lifted the T20 trophy in South Africa, India Inc. was
bowled over by the Men In Blue. And as the young blood played a pivotal role in removing the stains of World Cup
debacle, advertisers are bullish about lapping them up. So, more than big daddies of Indian cricket, newbies like Rohit
Sharma and Gautam Gambhir are enjoying a strong run in the brand arena. "Companies are showing keen interest in
young players. If they continue to perform well in the future, there'll be no dearth of offers for them," says Jeet Banerjee,
managing director, Gameplan Sports, which manages Mahendra Singh Dhoni, Robin Uthappa and Munaf Patel. To be
more precise, India's nail-biting victory against Pakistan in the ICC World Twenty20 championship is expected to double
up the market value of young players like S. Sreesanth, Rohit Sharma, Gautam Gambhir, R.P. Singh, Robin Uthappa,
and Dinesh Karthik. Gambhir, for one, sparkled with his bat throughout the tournament. The Delhi dasher also played a
key innings in the final. Before taking the South African soil by storm, the left hander pocketed a mere Rs 10 lakhs per
endorsement. But now, Gambhir is expected to charge more than Rs 20 lakhs. In the past, he has endorsed Reebok,
Dabur and Pepsi. "More than anything else, the T20 performance has made these players marketable. Since they have
greater credibility now, I can put them in the market. Now, Gambhir will be a serious contender for India Inc. But if a
cricketer is not playing, I can't help him get an endorsement. For instance, I can't sell Dinesh Mongia or Ashish Nehra,"
says Latika Khaneja, director, Collage Sports Management, which manages Virender Sehwag, Gambhir, Nehra and
R.P. Singh. The UP pacer has already been picked up by Pavitra Water Purifier. Even greenhorns such as Rohit
Sharma and Dinesh Karthik have gained a strong foothold in the ad circuit. Before their T20 exploits, they charged
almost Rs 10 to 15 lakhs. But thanks to the champions tag, the duo can command Rs 30 lakhs for new endorsement

"Earlier, no company was interested in the young brigade. Even now, companies are using a wait-and-watch policy to
ascertain the per manency of a player. They don't want to invest in anyone not sure of his place in the team. Earlier, it
has happened with players like Suresh Raina and Dinesh Mongia. So, the exposure has made them cautious," says
Anirban Das Blah, Vice-president, Globosport India. That's not all. talkative Sreesanth's on-field antics have only helped
him get better deals in the brand circuit. The Kerala pacer's endorsement value has zoomed up from Rs 25 lakhs to Rs
40 lakhs after his fiery display in Twenty20 tournament. Adds Blah, "Brands are really impressed with their competency
and aggression." Blah's confidence is not misplaced as Puma is planning to sign a young player soon. And here are the
big guns. The two stars of Indian cricket, Dhoni and Yuvraj Singh, are shining brightest on the brand globe. According to
industry estimates, Yuvi is planning to charge double the amount of his Rs one crore price tag. The Punjab left-hander
endorses eight brands for Rs one crore per brand. Apart from signing up with Donear Suitings, Yuvraj is allegedly in
talks with the Indian Oil Corporation. "Yuvi, along with Dhoni, is the future superstar. Both of them have the charisma
and style to make it big in the ad world. Yuvi has made the same kind of impact in T20 tourney as Tendulkar did in
Sharjah," says Blah. Dhoni is known for his huge hits on the field, but the Jharkhand dasher is himself flying high in
terms of endorsement deals. Thanks to his successful captaincy and performances, Mahi (as he is fondly called), who
charges Rs 1 crore for an endorsement, is now commanding a price of Rs 1.75 crores with almost 14 brands.

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"The T20 victory has brought back the spirit of cricket. It has removed all the negativity around the sport with a lot of
pride and style. And companies are looking for several dark horses now," says Vinita Bangard, COO, Percept Talent
Management, which handles Yuvi, Ganguly and Sreesanth. Call it a role reversal of sorts, but the environment is
competitive for big three of desi cricket - Sachin Tendulkar, Sourav Ganguly and Rahul Dravid. "These three are surely
legends, but not many brands are ready to align with them. After giving up captaincy, Dravid's value has gone down and
with his bad form, it will take more beating. The same goes for Sourav, who hasn't signed many deals recently," says
Khaneja. For the record, the trio sells almost 10 brands each. "The big guns can't take their place for granted. Now,
companies have a number of options to choose from," says Bangard. Whatever the case, as brand cricket gets a new
twist in the tale, young guns put drama for a solid partnership. T20 is very saleable as it is the soccerisation of cricket
with a chic repackaging.

The latest version of the gentleman's game has become a "super" saleable product coupled with glitz and glamour.
"T20 is much more hot than one-day internationals because of viewers' involvement," says Sricharan Iyengar, former
VP (sales and marketing), ESPN Software India. TV viewership made history with 25 TVR's as India-Pakistan played
the T20 World Cup final match. Similarly, the semifinal game between India and Australia recorded 23.2 TVR's."If given
a choice, I would surely choose T20 matches to advertise my product. It's very fast and exciting which attracts more
viewers," says Ashim Khetarpal of Pavitra Purifier, which has recently signed R.P. Singh as ambassador. That's not all.
Even advertisers were more than game to loosen their purse strings for the fresh version. Companies were allegedly
ready to pay almost Rs 2.5 lakhs for a 10-second ad spot during a T20 match. And the figures are almost double the
World Cup rate (except finals) of Rs 1-1.5 lakhs earlier this year. "Since a T20 game gets over quickly, it's not surprising
that ad rates go up significantly," says ad guru Prahlad Kakkar.

Kingfisher to host series of rock, heavy metal fests
Source:, Date: Nov 3, 2007
Kingfisher has announced the launch of 'Kingfisher Metalfest' 07' - an annual property that aims to target a significantly
large population that consumes the harder genre of music between hard rock and heavy metal. As part of this,
Sepultura will now bring The Dante XXI tour to Bangalore on 3 November. United Breweries deputy president Shekhar
Ramamurthy said, "Kingfisher Premium is a brand that understands and represents the aspirations of the youth of this
country. Much like the brand, music as a genre cuts across all barriers and unifies the youth. Kingfisher has for long
been associated with music, fashion and sports. We are proud to associate with Sepultura which has a fan following ‘in
millions’ across the world." Sepultura's frontman David Green said, "We are very excited to come and play in India, a
country that has always been a dream gig. We have so many fans here and have been waiting for a real long time for
this to happen.

We are especially pleased to be working with like Kingfisher, a brand that has achieved international recognition
consistently and with PDM, a reputed experiential marketing company. We are sure that they will make this tour for us
as one of the most memorable tours ever." PDM India CEO and frontman of Indian metal band Brahma, Devraj Sanyal
said, "We have noticed that this area of music has been ignored for a long time. Though in recent times, Iron Maiden
concerts have proved to be the largest crowd puller, Hip hop and pop artists have been able to draw audiences. The
demographic we are targeting is in the age group of 18-30 and is a very focused spender with a great sense of brand
preference & a substantial ability to spend some serious monies."
Kingfisher Metalfest aims to be a long term annual property. It plans to host a four concert series in 2008 and they will
be done across the country in various geographies where the consumption of this kind of music is high.


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TV ads with celebs double in last two years
Source: Economic Times, Date: Nov 4, 2007
On television, Acer’s new pitchman opens a laptop and croons a peppy number in an aircraft. Dressed in a red tee and
sporting a pencil mustache he radiates a hip yet reliable charm. He is Hrithik Roshan, the 33-year-old green-eyed hunk
from Bollywood. And Hrithik is not alone. Television ads with filmstars or cricketers as models have almost doubled in
the last two years –– notching up 60% more airtime in 2006 over the previous year, with 53 brands using cricketers and
191 filmstars according to a recent study by Adex India, a division of TAM Media Research. Over 250 brands in a sea of
over 9,000 (total brands advertised on television) may not look like much, but for another little detail. With virtually all of
these 250-odd filmstar and cricketer-led brands being the big ad spenders, they are virtually crowding-out ordinary
mortal-led, sorry professional-model or supermodel led ads on airtime and salience alike.

So is it time to write an eulogy of the professional supermodels in advertising? Though many, like ad filmaker Prahlad
Kakar feel that the bulwark in Indian advertising is still provided by the professional models, surely the portent doesn’t
augur well for them. You can virtually count professional supermodels led ads––such as Sheetal Mallar for World Gold
Council and Neha Kapur for Monte Carlo––on your fingertips these days. Their remuneration vis-à-vis even item-
number only filmstars should put paid to any doubts anyone may harbour on the sharp decline of ad modeling as a main
career option. Whilst Czechoslovakian model Yana Gupta is reported to command a endorsement fee of Rs 1-2-crore a
supermodel such as Sheetal Mallar is learnt to be getting, hold your breath, just Rs 3-4 lakh for peddling the yellow
metal for the World Gold Council!

Not enough super-models?
Shailendra Singh, joint MD of Percept Holdings, the agency handling some top brand endorsers such as Amitabh
Bachchan, Hrithik Roshan, Yuvraj Singh and Rani Mukherjee is of the opinion that the fashion industry is not producing
enough supermodels, so its equally a supply-side problem too. Agrees Mehr Bhasin, a former supermodel and CEO of
Mehr Bhasin Academy for modeling; “Its’ true that the country has not witnessed any supermodels after the likes of
Madhu Sapre, Marc Robinson and Milind Soman. Earlier, even dresses and ads used to be planned around a model but
today a model has to fit in.” Yesteryears glam career, modeling, is today merely a stepping-stone for bigger things. “If
today a model is associated with a big brand, it is actually not the brand but the model who will gain from the publicity,”
adds Bhasin, clearly spelling out the warped relationship between brands and professional models. What’s worse for
professional models who did manage some traction with big brands is that at the first big opportunity, marketers are not
averse to latching on to filmstars or cricketers.

Role of models is important
For instance, take Kingfisher Airlines, which picked on Czechoslovakian model Yana Gupta to be its brand ambassador
in 2005. Says a spokesperson for the company; “The in-flight experience is a critical touch-point in a guest’s journey
with us and we wanted an upfront demonstration of the same in our communication. Dressed in our flight attendant’s
uniform and trained in the skill, Yana (Gupta) epitomised the warm and friendly face of the airline and developed an
instant connect with our guests. This would not have been possible by simply using another cricketer or film star as the
context would have been irrelevant to the target audience.” Really? So why did the Vijay Mallya-owned airline sign on
Bollywood debutante Deepika Padukone as its new brand ambassador recently? To be fair to the company, SundayET
got the Yana spiel from the company a week before they signed on Ms Padukone, and could not get the firm’s view on
the new arrangement. Nevertheless, its a vicious cycle building for professional supermodels in advertising––paid less,
seen less and to top it, easy pushovers for Bollywood and cricket glamour stuck marketers.

Other side of the coin
However, there are some who don’t buy the argument that professional model-led advertising is in terminal decline. Ace
ad maker Prahlad Kakkar rubbishes all talk of end of the professional model in advertising; “Only 10% of all ads are
done by filmstars and cricketers. Rest are done by ordinary models.” The needs of addressing the brand’s core
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audience in a meaningful way and not just getting stuck with ad salience may also just give professional ad models
more legs. For instance, to lure Indian women, sports goods giant Reebok is staying away from big-bang film or cricket
celebrity and has instead roped in lesser-known celebrities such as dance instructor Isha Talwar, MTV Roadies winner
Bani and fashion model Tammy. Subhinder Singh Prem, MD, Reebok India explains; “These people fit into our brand
philosophy that says, ‘I am more’. It’s about individuality and the unique self of our consumers. When you sign up a
Roadies winner you make a statement. It’s not about mass appeal, it’s about niche performance.” In some sense, big
brand marketers looking for bang for their marketing buck may just re-invent the supermodel creed once again.

Sumanto Chattopadhyay, executive creative director, O&M, South Asia explains; “Though the craze for cricketers and
film stars has become a pan-India phenomenon that works well, endorsements by film stars and cricketers is a lazy
substitute for an innovative brand campaign. Initially, unknown brands benefit from such presence but after a point of
time that same presence tends to overshadow the brand.” And Percept’s Mr Singh takes the argument a bit further
when he says; “Filmstars and cricketers are fantastic shortcuts to a long creative idea. Moreover, it takes lot of time to
transform normal faces into iconic figures. Remember the days when Lalitaji, who was quite the antithesis of a celebrity,
would tell you how buying a particular brand of detergent meant ‘samajhdari’?” Now only if the trend of brand-icons, a la
Lalithaji, was to come back to the rescue of the endangered professional supermodel in Indian advertising.
Carry sunblock a toothbrush
Source: Mid-day, Date: Nov 5, 2007
The AIf you are a true music junkie, that’s all you’ll need at Asia’s premier dance music festival, Sunburn Goa 2007.
With over 13 artists from 10 different countries performing at this December fest, we give tell you why you’ve got to be
there. Over the last few years, the EDM (Electronic Dance Music) scene and its fan base in India have evolved two-fold,
thanks to people who have made the effort to bring down artists and DJs from around the world, while promoting
budding Indian DJs. House/ electronic/dance music fans’ cries for a community spirit, plenty of space to dance in and a
2-day long party, are finally being heard. Sunburn Goa 2007 promises to be all that and more. VJ/DJ and founder of
Submerge, an Electronic Dance Music community, Nikhil Chinappa will be hosting the festival. “Instead of going to an
international dance music festival brought down to India (for instance, The Big Chill Goa), we are trying to create our
very Indian dance music festival”, he says. A joint effort of Percept D’Mark (PDM Entertainment), Smirnoff and Nikhil
Chinappa, Sunburn aims at giving “music” the importance, branding and platform it deserves. Likeminded individuals,
passionate about music, getting together and establishing a community of sorts is the ideal outcome Sunburn wants to
achieve. And the rocking line-up of DJs and artists from 10 different countries will make sure this is possible. Above &
Beyond, a dance music talent group from the UK will be headlining the festival.

MDLR Airlines appoints PDM for marketing
Source: Economic Times, Date: Nov 6, 2007
Regional domestic airliner MDLR Airlines on Tuesday said it has appointed Percept D' Mark (PDM) as the marketing
agency and Percept Profile for communications consultancy. "The next 12 months should see MDLR initiate strategic
communication strategies while simultaneously involved in uniquely designed events," MDLR Airlines Vice-President
(Corporate Affairs) Nupur Mehta said. PDM is handling clients like, Genpact, Maruti Suzuki, Microsoft, Reliance
Insurance, MGF-Emmar, and Mac and will shortly open new offices in Kolkata and Chandigarh. "It's the right
opportunity, niche market to grow together since the aviation sector is currently going through a boom. PDM has an
extensive experience in the aviation sector, and this will help us build the brand pan-India," Percept D' Mark North and
East COO Sanjay Kacker said in a statement.


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Taking promotions to the outside world
Source: Business Standard, Date: Nov 6, 2007
The Indian out-of-home advertising market will be Rs 2,150 crore in size by 2010. Outdoor advertising is no more
confined to billboards. With consumerism on an unprecedented rise, and more and more brands bombarding the Indian
market, outdoor advertising is all set to break the jumble of advertising in traditional mediums and fill in the gaps left by
the other media. First of all, it is no more outdoor advertising — it is out-of-home (OOH) with the addition of alternative
innovative media like halogen projection balloons, dynamic interactive displays on the floor etc. And it promises good
returns on investment. According to a PricewaterhouseCoopers’ report, the Indian OOH market is currently Rs 1,000
crore in size and will grow to Rs 2,150 crore by 2010, growing at 17 per cent per annum. Sanjay Pareek, president,
Percept Out-of-Home, says: “The pie of OOH vis-à-vis total media is rising. It is 5-7 per cent of the total media spending
and is growing at over 15 per cent.” He adds that if the trend continues, it will be the fastest growing segment after the
Internet. Telecom, real estate and financial services are the biggest spender in OOH, followed by the media,
automobiles and consumer durables. The relevance of OOH in local and rural advertising has suddenly brought it to the
attention of all brand marketers. One more force behind the surge in OOH is the FMCG segment, which is using
outdoor media to target rural audience (micro markets). A significant portion of advertising money is spent on
promotions at the grassroots level.

“Hindustan Unilever has been the key player in rural outdoor for some time. Also, telecom players are moving in to cash
in on the riches of the rural market, as growth in the urban market is saturating,” says Pareek. One advantage of this
medium is point -of-purchase. The emergence of super markets, hypermarkets and specialty stores, though still very
small in number, is another good thing which has happened to the medium. These provide spaces to engage customers
and talk to them for the last time before they make the final purchase. Internationally, both P&G and Unilever are using
this media effectively. Sanjeev Hajela, president, Primesite, the outdoor entity of the Mudra Group, says his company
has seen around 30 per cent growth in the last financial year (2006-07). However, outdoor advertising in India is still
lagging in comparison to global trends. “In West Asia, the share of spend on OOH is larger because the market is very
good for OOH. Similarly, in most European markets, the share is higher because most countries have a single owner of
medium and this helps in easier execution of promotions,” informs Hajela.

Interview - Lalit Modi
Source: HT Mint, Date: Nov 6, 2007
Lalit K. Modi has changed the business and face of cricket worldwide. Since taking over marketing at the Board for
Control of Cricket in India (BCCI) in 2005, he has packaged and monetized the game-and says there's much more to
sell. Modi and the BCCI face a match later this month that India has not seen before-in the form of Zee TV's parallel
Indian Cricket League (ICL). In an interview with Mint, Modi talks about the competition and plans to improve his own
game, as well as Team India's. Edited excerpts:

Let's get right to it. How rich is the board?
It's not as if the board is rich. Yes, the board earns a lot of money. We also have a large expense, 80% of the money we
earn in a particular year is spent the same year.

Can you quantify turnover?
It's difficult. There are so many different streams of revenues, one is the broadcasting stream, one is the ground
advertising stream, then comes team sponsorship revenue. There are ancillary revenues. In a typical ODI (one-day
international) match, we make close to $8.5 million broadcasting revenue, and our rate is Rs45 (to the dollar), not Rs40.
Contracts are based on exchange rate on that date. Then there is Sahara (which is the team sponsor) revenue, Nike
(apparel sponsor) revenue... comes to a million dollars per day per match. Ground sponsorship revenue is between
$1.6 million and $1.7 million per day. And then ticket revenue would be depending on venue, could be as high as $3
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million a day. Guwahati (the site of the first match in the current series between India and Pakistan) may be on the
lower side. And there are other streams… We have partnerships with hotels (Taj), airlines (Jet offers a 45% discount)…
It all adds up.

This is for ODIs, right? Are ODIs keeping Tests alive?
Tests and ODIs are pretty much the same. In Tests, ticket sales are over five days, we get similar revenues in Tests; we
don't calculate figures but there's a treasury office and I don't do that.

How do you fashion yourself in regard to cricket, a fan or a businessman?
I'm a fan who's motivated. My business background has helped get a better understanding of how BCCI can monetize
the game You have also "brokered" telecast rights. Yes, I started (sports channel) ESPN in partnership with them in
1994, I got a very good understanding of the broadcasting market, of the TV market in general. That helped in knowing
what value cricket should be from (the) advertisers' perspective, rightsholders' perspective, broadcasters' perspective
Post-World Cup, advertisers' confi dence was down… They must have handed that to you, they never told us. It's the
perspective of the media; (marketers) have come back to us and have added more value. There will be some sentiment
(if India loses) but if you look at the one-day English series or Twenty20 (T20), the market is on fire, spot rates have
never been that high, ad rates have never been that high. Advertisers are looking at ratings, and cricket is delivering

Was there any kind of navel-gazing exercise after the ICC World Cup loss? A "where do we go from here"
It's a game. You win some, you lose some. It's a religion across the country. The fan base is so large that with each
disappointment, (reaction) is magnified, but if we win it's also magnified multifold. When the T20 team returned (after
winning the T20 World Cup), it was raining in Bombay but millions of people were on the road. It was amazing how they
embraced the team.

Is there a danger of losing passion for the game as you monetize?
See, monetization, revenue has nothing to do with passion. The more passionate the game gets, more eyeballs reach
the game, advertisers will want to be part of it. As far as BCCI is concerned, we are a nonprofit organization and 100%
of revenue that we earn goes back into the game... The more money you make, infrastructure gets better, better
facilities will be provided to the people. But outside the new, still under construction stadium in Jaipur, you haven't done
much in this area. See, there's a misconception here… Stadiums are not built overnight, infrastructure is not created
overnight, revenues for BCCI started coming in only this year. We had signed the contracts only last year, so last year
we had no money… Now going forward, over the years to come, all stadiums will be upgraded to international
standards, we have a plan for the next three to four years…till about the 2011 World Cup. Facility upgradation costs a
lot of money. It has to be phased over a period of time. The total cost of infrastructure and upgradation in the next few
years will be between (Rs)3,000-4,000 crore. It'll be spent by BCCI though the state associations, there are stringent
guidelines on what's required for the World Cup. And we'll have same sort of fan experience you see anywhere in the
world... Hospitality facility, food facilities, press. There will be different pricing for different people.

In your marketing strategies, you rely on several agencies: World Sport Group, Percept D'Mark, In ternational
Management Group. Why so many?

As many as we can target. Anyone who wants to be associated with cricket wants to be partners with BCCI. They have
the expertise in the game of (marketing) cricket, and ours is a tendering process... The game has a long sustainability.
We are not talking of matches. If we lose, our partners lose. It is part of the game. Our target is to monetize the best we
can. You had said Nimbus will make $200 milion profit on its $612 mil lion purchase of BCCI's broadcast ing rights. But
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sponsors and media buyers are not interested in Ranji or Deodhar trophies, but say they will look at ICL and Indian
Premier League (IPL, BCCI's T20 league). Ranji is not to make money. It's a form of tournament, Ranji or domestic
cricket; it's not as if all avenues have to make money. As far as Nimbus is concerned, I'm sure they are going on
expected lines, as per their business plans. I don't see them deviating from their business plan right now.

Toonz brings Hanuman back in action
Source: Business Standard, Date: Nov 6, 2007
Mythical hero Hanuman is all set to don a contemporary role, with a full length animation movie on the character getting
ready at Thiruvananthapuram-based Toonz Animation India’s workshop. Thiruvananthapuram-based Toonz Animation
India’s workshop is paving the way for the return mythical hero Hanuman with a full length animation film based on the
character. Hanuman Returns, co-produced by Toonz Animation and Mumbai-based Percept Picture Co under an equal
partnership agreement, is being positioned as a sequel to the earlier successful animation movie Hanuman, produced
by First Serve Toonz, a Toonz Animation-FirstServe International joint venture. A senior official at Toonz Animation
India told Business Standard that ace writer-director Anurag Kashyap would be in charge of the overall scripting and
direction of Hanuman Returns, while the animation part would be done by a team lead by animation director M Abhilash
at Toonz.

Hanuman Returns will hit theatres nationwide during the third week of December, the official revealed. Toonz Animation
is planning to make the movie an event in itself by rolling out merchandise related to the movie a month after the
release of the film. Besides, other activities with the character of Hanuman will be organised, said the official. Not
revealing the production cost or the expected revenue numbers, the official pointed out that the animation company was
also planning to release the music of the film soon. According to Toonz Animation India CEO Jayakumar, “Toonz
Animation India is co-producing Hanuman Returns as a sequel to India’s first successful animated movie Hanuman. We
have emerged from the shadows of an outsourcing hub for western clients to the status of a co-producer with media
giants such as BBC, Disney, Sony Entertainment.” The company, which has completed eight years, has also entered a
MoU with the Beijing and Shengyang universities in China to set up centres of excellence in animation training. The
company aims at setting up about 10-15 animation training centers in China. Toonz’s client list includes big names in
media and entertainment, such as Marvel, BBC, Hallmark, Paramount, Disney and Cartoon Network.

Star Diwalinomics
Source: Hindustan Times, Date: Nov 7, 2007
Salman Khan inks a Rs 24- crore deal for Shree Ashtavinayak Cinevision. Akshay Kumar's fee plus profit-sharing
percentage is believed to be..gasp..Rs 45 crore. Hrithik Roshan is offered a three-movie deal worth Rs 35 crore by
Adlabs, but didn't sign up. Because of skyrocketing star fees, showbiz in fact appears to be set for a showdown
between the corporates and the dream merchants. Pahlaj Nihalani, producer Actors are certainly not justified in
demanding fees which are beyond the reach of an average producer. Distributors and exhibitors must get tough, insist
that they will pay so much and not a rupee more..and rationalise the show timings.Or else, you'll have more Laaga
Chunari Mein Daags showing only to the ushers. Earlier, it was a producerdominated industry, today actors call the
shots. They are becoming joint producers with corporate s. Corporates have ruined the business. Mukesh Bhatt,
producer Corporate companies, which entered the business about five years ago, have spoilt the stars – like parents
giving their children more and more ice cream. It doesn't matter to the corporates because it's not their money..they are
even acquiring film distribution rights at ridiculous sums of money.

Ram Mirchandani, vice-president, UTV Motion Pictures We are not pampering the stars. In fact, corporates have
brought a method to the madness by making deals transparent. Don't forget, there are only five-six big stars. That's why
they're getting what they're ask for More screens are coming up, we need more movies and actors.It's as simple as
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that..We know it's public money. So we invest it cautiously,.we're answerable to our shareholders. Preet Bedi, CEO,
Percept Picture Company Once, it would take months to determine a film's commercial performance. Today, you have
quicker collections from multiplexes. Plus, there are revenues from the sales of home video, satellite, internet, and
mobile telephony rights. We're raising the bar of the entertainment market.

Film production houses target small budget films
Source: HT Mint, Date: Nov 7, 2007
A growth in infrastructure is also fuelling the acceptance ofsmall budget films. Walk into any multiplex today and
chances are, a majority of the films being played out on those screens are small budget films featuring new talent.
Whether it is the hilarious comedy about non-resident Indians called Loins of Punjab, thriller Johnny Gaddaar featuring
newcomer Neil Nitin Mukesh, films such as Bheja Fry and Life in a Metro, or internationally acclaimed films such as The
Namesake—industry experts say it is clear that audiences are developing a sensibility for small, independent films. The
box-office takings aren’t bad either: Madhur Bhandarkar’s Traffic Signal, which cost Rs5 crore to produce, made Rs15
crore at the box office, says an industry analyst. Right on cue, some film production houses are setting up separate
divisions or companies under the parent brand to work on small budget projects. These have budgets less than Rs5
crore, and are generally less dependent on commercial success than mainstream Bollywood films. Subhash Ghai’s
Mukta Arts Ltd has set up two divisions—Mukta Searchlight Films, which handles small budget films, and Malpix Films,
which will launch its first Marathi film, Kaande Pohe, soon. UTV Motion Pictures Plc. has Spot Boy Motion Pictures and
UTV Classics, while Percept Picture Co. recently set up Cause Cinema, which will look at projects with socially relevant
themes as well as corporate films.

Yash Raj Films Pvt. Ltd is also planning to set up a separate division that will focus on small budget projects or
independent films, according to people in the industry familiar with the developments. Its most recent Chak De! India
featured 13 newcomers and actor Shah Rukh Khan, and was a departure from the usual Yash Raj formula. While
declining to commit on any move away from commercial films, a company spokesperson said all decisions would be “in
keeping with the company’s shift to the studio format”. “Today, production houses don’t have a choice but to start
looking at small budget films or independent films. With actors turning producers, producers are now looking at lesser
known names and smaller projects as an effective way to keep the ball rolling,” said Taran Adarsh, trade analyst, and
editor of Trade Guide, a film business weekly. Top Bollywood actors such as Shah Rukh Khan, Juhi Chawla, Aamir
Khan, Arjun Rampal, Ajay Devgan and wife Kajol have set up film production houses of their own. But why would
studios set up separate divisions for budget films? Industry experts say there are several reasons ranging from de-
risking their portfolio and clarity in brand strategy, a shift to large studio formats, to ensuring the inflow of new talent.
They are also using high-content “art” films as an inroad to the international awards scene and markets beyond non-
resident Indians.

Growth in infrastructure is also fuelling the growing acceptance of small budget films. “Today, with multiplexes, these
small budget films can actually be made, and can be given a theatrical release to audiences with a growing sensibility
for such work,” said Siddharth Roy Kapur, executive vice-president, marketing, UTV Motion Pictures. These projects
have a longer shelf life compared with bigbudget films, where the opening week is extremely crucial. “So, you could
release a few prints first and the perception created by running full house for the first few weeks is extremely effective.
Buzz is built purely on word-of-mouth,” said Navin Shah, chief executive officer, P9 Integrated Pvt. Ltd, which has a
separate unit, P9 Searchlight, for small budget films. When it comes to selling an independent or small budget film, it’s
vital to work smart. “You are catering to a discerning audience and, more often than not, (are on) a modest marketing
budget,” said Shah. His company, which was responsible for marketing Traffic Signal, sponsored T-shirts with the logo
‘Traffic Signal’ for a large group of traffic cops running the Mumbai Marathon early this year. There are two revenue
streams for both big and small budget films: theatrical—through the number of prints sold—and non-theat rical—
comprising home DVDs, satellite rights, DD telecast rights, etc. The only difference is that the territories and rights for
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big budget films is much larger. They also have additional streams of revenue comprising music rights, downloadable
properties such as wallpapers, ringtones, music and international releases which are very rare for small budget films.
Still, small is clearly getting big in filmdom.

Percept Knorigin and Adify to launch India's first vertical ad network
Source: Times of India, Date: Nov 7, 2007
Adify Corporation, a global internet innovator in creating vertical ad networks, entered a strategic partnership with
Percept Knorigin, the digital media and services business of Percept, to create adChakra, India’s first vertical online
advertising network. The network will include publishers that offer high quality content in areas like entertainment, travel,
finance, technology and social networking. The network will be used to create scalable advertising and sponsorship
opportunities for advertisers.

Starcom is media AOR for Sahara One's Firangi
Source:, Date: Nov 7, 2007
Sahara One's world television channel Firangi has appointed Starcom MediaVest Group as strategic consultant and
media planning agency on record (AOR). Slated to be launched shortly, Firangi will broadcast international content from
all over the world, dubbed in Hindi. The channel's creative account is being handled by Percept H. Firangi business
head Rajeev Chakrabarti, "I have worked with Starcom before and I know their strengths. They understand the passion
behind this project and will fuel it further to achieve the goal. With their patented tools, I expect them to dissect the
audience set and be able to mine insights on the relevant audiences." Starcom Mediavest Group MD India, West and
South Manish Porwal said, "We are delighted to be working with Firangi and be a part of their ambitions and fuel their
growth in the days to come. The channel is unique in terms of its content and it will be a challenge for us to work with
them. This assignment is a really exciting one for us as it gives us an opportunity to maximize the utilization of our state
of the art TV planning suite 'Tardiis'."

Tardiis not only makes it possible to target the right audiences in a cost efficient manner, but it also helps to understand
the viewing habits and plan on certain segments within the audience. For example, men who watch dubbed
programming. It will help in devising the FPC, promo strategy in a scientific way. Added Porwal, "It will be an exciting
assignment for us as this channel will be launched at a time when a host of other new channels will be testing the ability
to attract viewers. In the world of fractured attention, we are happy that Tardiis, our TV planning suite, will for the first
time in India, be used as a mirror image of what it currently is used for. We will help not only craft the strategy to attract
and retain audiences but also help Firangi to be able to attract right advertisers."

Clash of titans between Om Shanti Om & Saawariya
Source:, Date: Nov 7, 2007
This Diwali, it's the clash of titans. Farah Khan's Om Shanti Om (OSO) and Sanjay Leela Bhansali's Saawariya have
created a record by the whooping volume of advance bookings. OSO is booked for the first weekend on 52 screens in
Delhi. In single-screen halls like Golcha, Sheila, Delite, Diamond and Amba, collections from advance bookings range
between Rs 1.3 lakh and Rs 3.5 lakh. Till Wednesday evening, Satyam's ticket sales from all its three multiplexes
amounted to Rs 53 lakh. Saawariya also claims to elicit an equally good response. In what Fame Adlabs (Andheri) is
calling the earliest show ever in a multiplex, the firm has announced special earlymorning shows of both films from
November 9 to 15 to help accommodate the Diwali rush. OSO will be screened at 7.55 am; Saawariya at 8 am. "This is
to give more customers a chance to catch the two blockbusters," said Fame Multiplexes Corporate Communications
Head Shunali Shroff. Both the films are trying their best to garner as much publicity as they can. The publicity budgets
for OSO and Saawariya seem to have hit the roof. For Saawariya, Sony Pictures is working hard to promote their first
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                                                        Page 13 of 75
venture in India, since it has two Star debutants. Shah Rukh Khan is making sure that he does not lag behind.
According to industry sources, both parties would have spent around Rs 4 to 5 crores on their respective publicity
campaigns. Most A grade films spend around Rs 1 crore to publicise their film. It is also felt that this may set the trend of
massive campaigning for the future.

Kishore Biyani's Future Group is rolling out elaborate home furnishing, apparel, accessories and other merchandise
branded with the 'Saawariya' theme, rival Shopper's Stop Ltd has four separate apparel brands inspired by OSO and
most of these four brands are endorsed by the film's cast - Shah Rukh Khan, Deepika Padukone and Arjun Rampal.
Sony Ericcson Mobile Communication's Indian arm recently launched special edition 'Sawaariya' phones with branded
content and themed packaging. Rival Nokia launched special edition 'OSO' phones with branded content, themed
packaging and a little animation of actor Shah Rukh Khan in six different avatars. Consumer electronics maker Sony is
associated with Saawariya while Videocon Industries Ltd is rooting for its ambassador Shah Rukh Khan with special
promotions around OSO. Says Suraj Bhalla, creative and cont ent director of MATES (Madison Teamworks FP &b E),
"We started off with Shopper's Stop fashion shows who have been our clients. Shopper's Stop has 22 stores all over
India, and we have planned a visual merchandising contest. Nokia is also part of the film. As Diwali nears, we have
more exciting campaigns. The activities are not just limited to Diwali for we have many plans lined up post the release of
the film." Bhalla adds, "Income from these tie-ups is estimated to be between Rs 12 crores and Rs 15 crores. We have
two more brand tieups." Saawariya has already tied up with Sony Ericsson, Neo Sports and Pantaloons. Saawariya has
also partnered with the Future Group to launch a special series of merchandise.

Navin Shah, CEO, P9 Integrated, a film marketing company, says, "Saawariya is a very special film and its release with
OSO makes things more exciting. We have Pantaloons already as a brand tieup and we held a fashion show recently.
We will be merchandising the cutouts of the film and promos on plasma screens for which we will invest Rs 5-6 crores."
Shah adds, "We are planning on merchandising the jew ellery and the female appar el as well. We have tried to
promote the film through Neo Sports where we are getting inventories in Live cricket. Pantaloons has contributed Rs 5-6
crores. That apart, the other brands have collectively invested about Rs 10 crores. The media tieups are not in cash but
in barter. Sony electronics have multi-media campaigns, which will be announced soon. We will be having television
and print campaigns all over."

Bollywood galaxy of stars to descend on Goa
Source: Khaleej Times, Date: Nov 7, 2007
Hundreds of thousands of tourists descend on Goa during the winter months, attracted by the surf, the sun and the
sand. But besides the salubrious climate, the tiny state also has a lot to offer tourists. The last week of the year — the
Christmas-New Year week — is the peak season in the state, and it is difficult to find a room, and most hotels jack up
their rates. Thousands of Mumbai residents rush to Goa, and virtually all the flights, and all hotel rooms, are booked
months in advance. Bollywood celebrities also descend on the state in November-December, when the International
Film Festival of India is held in Goa. This year, the 38th edition of the IFF will be held from November 23 to December
3, and prominent members of Mumbai's glamour brigade will be in the state, rubbing shoulders with some international
film celebrities. February sees the three-day carnival in the state, again attracting thousands of tourists, both
international and domestic. But beginning this year, there will be another reason for tourists to visit Goa. India's first
'electronic dance music (EDM) festival,' Sunburn, will be held in Candolim beach, adjacent to the famous Calangute and
Baga beaches.Goa's Ministry of Tourism along with VJ/DJ (video jockey/disc jockey) Nikhil Chinappa and PDM
Entertainment will be hosting the two-day EDM festival on December 28 and 29 on the sands of the famous beach.

Some of the best DJs of the world are expected to participate in the Sunburn festival, which is being promoted on the
lines of some of the largest international music festivals, such as the Glastonbury Festival of Contemporary Performing
Arts in England. Says Devraj Sanyal, CEO, PDM India: "We expect about 10,000 to 15,000 people for the first edition of
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Sunburn. We plan to host similar EDM festivals in other parts of India and even abroad, including Dubai and Singapore
over the next few years." Devraj, who is the CEO of the event management and entertainment giant, is a hot-shot
executive by day and a metal rocker by night. While he wears a business suit from 8.30 in the morning till late in the
evening, when he is at work, he changes over into a rocker's gear, displaying his tattooed arm and performing on stage.
The 33-year-old Devraj is the lead vocalist of the popular Indian rock band 'Brahma,' which has been active on the
metals scene for the past 15 years. Last week, Devraj and his band members opened the show at the concert by the
Brazilian metal giants, Sepultura, at the Palace grounds in Bangalore.

Music festival
Another kind of 'music festival' has been playing at Mumbai's Prithvi theatre over the past few days, as theatre artistes
join hands with musicians in presenting a series of fascinating musicals. 'Mumbai Musicals' is the theme of this year's
Prithvi festival at Juhu, which started on November 1. About a dozen musicals are being performed during the 11-day
festival. According to S  anjana Kapoor, founder of Prithvi Theatres, these are not typical Broadway musicals, but
something very local. Sanjana, daughter of Shashi Kapoor (and sister of Kunal), points out that Indian theatre was
dominated by singer-actors, dancer-actors and musicians in the 1940s. Last year was the birth centenary of her
grandfather, Prithviraj Kapoor, so it was decided to stage musicals at the 29th Prithvi festival this year. About 25 shows
of a dozen productions are being staged during the festival. The musicals will be in English and also other Indian
languages including Hindi, Marathi and Gujarati.

Hanuman is also the god of merchandising
Source: DNA, Date: Nov 7, 2007
Indian animation industry has finally found an icon to bank on. For long, the Indian animation industry has searched for
an iconic figure to make and encash through a series of movies, TV series, games and launch a multitude of
merchandise — something on the lines of Mickey Mouse, Spiderman, Superman, and more recently, Pokemon. And
then two years ago, Hanuman happened. Although, Silvertoons Studios, the animation arm of Silverline Technologies,
and director V G Samanth began working on the conceptualisation and creation of Hanuman in 1998, it wasn’t until
2005 that the movie hit the theatres. A series of obstacles, including backing out of the original United Kingdom-based
producers and inability of SilverLine Technologies to finance the production of the animated movie, stalled the project.
Then in 2002, Percept Picture company came to the rescue. Preet Bedi, chief executive officer, Percept Picture
Company, said: “Worldwide, animation is very big. There was no reason why a well-created animated movie wouldn’t
work in India, too.”

It cost Rs 2.5 crore to make Hanuman and the movie grossed Rs 7 crore in the first three weeks itself. Two months
later, the markets were flooded with the merchandise of the latest superhero around — Hanuman. As children all over
the country began to take a liking to Baby Hanuman and his a        ntics, the producers began working on building Baby
Hanuman as a brand. Hanuman merchandise was released with around 200 stock keeping units available on the racks.
To establish a character-based brand, creators need to continually refresh the brand, fight brand fatigue and enrich
brand experience through personal interaction. And that is what the producers of Hanuman plan to do. Hanuman
Returns, the sequel to Hanuman, will be released in December 2007 and consequently a movie based on Baby
Hanuman character will be released every two years. In between consumers will be exposed to a gamut of Hanuman
merchandise such as toys, mobile game, apparel, jewellery and even ice creams as a 360-degree branding exercise.
“Figures on merchandising alone makes branding w      orth it. Although regular investments in marketing are needed but
almost half the cost of the film can be covered through merchandising” said Bedi.

There will be 400 stock-keeping units available online and offline for Hanuman two. A mobile game is being developed
by Jump Games while another for Xbox console. Along with these, apparels by Pantaloon Retail, jewellery by Damas
India and ice creams by Baskin Robbins will also be launched on November 21, 2007. Tie-up with a big stationary
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brand is also in the pipeline. In India, till now there have been hardly any characters which had widespread popularity
except Chacha Chaudhary and Vikram and Betal to some extent but none were really built on as brands. Although this
will be the first time in India that efforts are being made to make a brand out of an Indian animated character but it
certainly doesn’t seem to be the only one. At the recently held Nasscom event in Mumbai, on gaming and animation
industry, a lot of animation ideas for television series or games or movies were pitched by the industry players. And
almost all of them had such a 360-degree brand establishment plan in place. The industry is also abuzz with the news
that a mega campaign is in the making to establish the characters of Roadside Romeo as popular brands. Roadside
Romeo is an animated film being produced by Yash Raj Films and Walt Disney, slated to release in summer 2008.

MDLR Airlines appoints PDM, Percept Profile for marketing and communication services
Source:,, Date: Nov 8, 2007
MDLR Airlines has appointed entertainment, event and sports marketing company Percept D’Mark (PDM) as its
experential marketing agency, while Percept Profile has been apoointed as its communications consultant. The two
flagship companies of Percept Holdings Pvt. Ltd have signed a year-long deal, where they will initiate a pan-India
marketing and communications space for the company. MDLR Airlines is the first Indian regional domestic airliner to
introduce and operate the four-engine AVRO-70 regional jets, with dual configuration of club and economy classes to
connect key metro to non-metro routes. Nupur Mehta, Vice President-Corporate Affairs, MDLR Airlines, said,
“Recognising the objectives, potential and scope of an effective integrated marketing communications campaign for a
venture such as MDLR, we did extensive research on the reach, core strengths and brand reputation of select agencies
in India who would be in sync with our business model and future growth roadmap. Intensive screening of agencies
across key centers on parameters such deliverables, reach and an in-depth understanding of the aviation sector only
re-strengthened our business confidence in PDM and Percept Profile as our event marketing and communications
partners, respectively. The next 12 months should see MDLR initiate strategic communication strategies while
simultaneously involved in uniquely designed events.”

Sanjay Kacker, COO, Percept D’Mark, North and East, said, “This strategic agreement will witness a strategic and
organic growth roadmap for both MDLR and us, each harnessing the key strengths and core competencies of the other
in our respective areas of specialisation, and thereby carving the path for an immensely exciting future for the domestic
aviation sector. It’s the right opportunity and niche market to grow together since the aviation sector is currently going
through a boom. PDM has an extensive experience in the aviation sector, and this will help us to build the brand pan
India. We have shared lot of innovative ideas, which over a period of time will be implemented across India.”

PDM is handling some top of the line clients in the northern part of India like Genpact, Maruti Suzuki, Microsoft,
Reliance Insurance and MGF-Emmar, among others. PDM would be shortly opening offices in Kolkata and Chandigarh.
Dipankar Dasgupta, Vice President-Projects and Business Development, Percept Profile, said, “Over the last few years,
we have acquired an impressive repertoire of clients across practices. Focused approach and determination have
successfully converted several pitches into long lasting business relationships. Percept Profile uses a mélange of PR
vehicles that communicate the right message to each of its audiences. In an age where every agency provides the
same services as the other, Percept Profile offers communication solutions that prove to be qualitative differentiators.”

The MDLR Group forayed into aviation sector with its first commercial flight in April 2006. The Group is headed by
Gopal K Goyal, CMD, MDLR Airlines, and is also into businesses like infrastructure, shopping malls and multiplexes,
and luxury hotels. The Airlines started its full service dual configuration of club and economy classes regional sector
operation in Chandigarh, Ranchi, Kolkata, Jaipur and Jodhpur in the first phase. MDLR Group also has a cargo
company, pilot training academy and heliport for helicharter services.

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Saawariya v/s OSO - Rival brands ride Diwali blockbusters
Source: HT Mint, Date: Nov 8, 2007
Come Friday, and the big fight in India won't just be between Farah Khan's Om Shanti Om (OSO) and Sanjay Leela
Bhansali's Saawariya, which will be slugging it out for honours as the year's biggest Diwali blockbuster. The fight will
also be between rival retail chains, television makers, broadcasters and mobile phone makers, that are piggybacking on
the two films. Thus, while Kishore Biyani's Future Group is rolling out elaborate furnishings, apparel and other
merchandise branded with the Saawariya theme, rival Shopper's Stop Ltd has four separate apparel brands inspired by
OSO-and most of these are endorsed by the film's cast, Shah Rukh Khan, Deepika Padukone and Arjun Rampal.
Mobile phone firm Sony Ericsson Mobile Communications AB's Indian arm recently launched special edition Sawaariya
phones, with branded content and themed packaging. Rival Nokia India Pvt. Ltd launched special edition OSO phones
with branded content, themed packaging and a little animation of Khan in six different avatars. That's because cinema is
the only thing "that can deliver as many eyeballs as cricket", says Sooraj Bhalla, director (creative & content), Madison
Teamworks Film Promotion & Entertainment Pvt. Ltd, the company managing OSO's brand associations.

The market for such associations could grow to Rs800 crore in 2010 from Rs200 crore today, according to Navin Shah,
chief executive officer, P9 Integrated Pvt. Ltd, which is handling the associations for Saawariya. Such associations will
only increase in the future, adds Harshvardhan Gangurde, manager (marketing), SPE Films India Pvt. Ltd, the
coproducer of Saawariya. The brand rivalries, which are already playing out and will reach a climax on Friday, aren't
restricted to the retail and mobile phone companies. Consumer electronics maker Sony Electronics is associated with
Saawariya, while Video con Industries Ltd is rooting for its ambassador Khan with special promotions centred on OSO.
And while Saawariya has associated itself with Sony Entertainment Television India, CNN-IBN and Channel [V] India,
OSO has picked Star India Pvt. Ltd, New Delhi Television India Ltd and MTV Networks India Pvt. Ltd, with each channel
promoting "exclusive interviews" and content for the films-all during during prime time. Mobile telephony company Bharti
Airtel Ltd had signed a contract with Saawariya for content such as ringtones and wallpapers, but people familiar with
the developments say the company stopped promoting the association because its brand ambassador Khan, the star of
OSO, wasn't particularly happy with the deal.

OSO is currently trying to clinch a deal with Bharti Airtel, added one of these people. Saawariya is the first Bollywood
production of SPE, a Sony company, and the firm has clearly pulled out all stops, including roping in all associate
companies, to make the film a success. "The amount of money riding on both these projects is mind-boggling," says
Komal Nahata, editor, Film Information and The Film Street Journal. He estimates that this is the first time in Bollywood
history that the stakes have been this high. While production costs for Saawariya and OSO are pegged at Rs40 crore
and Rs35 crore, respectively, their marketing budgets, independent of all endorsements and associations, are said to
be in the Rs5 crore range, a first for Bollywood, where films "rarely spend so much, and if at all they do, it's never more
than Rs3 crore," Nahata says. The excitement and money riding on these two projects is understandable; the holiday
season has always been a good time for film launches.

"Diwali, traditionally has been a great time for films launches, as everyone is in the holiday spirit-in the mood to
celebrate and spend," says Santosh Desai, managing director & CEO, Future Brands. This time, Diwali falls on Friday.
All educational institutions, companies and government departments are closed on Friday, and most on Saturday too,
making the coming weekend a long one. According to Gowthaman Ragothaman, managing director, Mindshare India, a
mediabuying firm, the fact that both films are "Diwali releases" gives companies an opportunity to write them into their
marketing and promotional plans. Much of this activity peaks in the festive season. Experts predict it's going to be a
"win-win situation" for all brands associated with the films. "...with all the media hype...a lot of people are going to be
tempted to watch both films to compare notes," says Nahata.


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Rival brands ride Diwali blockbusters
Source: Hindustan Times, Date: Nov 8, 2007
The much-hyped release of Om Shanti Om and Saawariya on Friday seems to have set a record of sorts. In what Fame
Adlabs (Andheri) is calling the earliest show ever in a multiplex, the firm has announced special earlymorning shows of
both films from November 9 to 15 to help accommodate the Diwali rush. Om Shanti Om will be screened at 7.55 am;
Saawariya at 8 am. "This is to give more customers a chance to catch the two blockbusters," said Fame Multiplexes
Corporate Communications Head Shunali Shroff. Advance bookings for both early shows open on Thursday.
Meanwhile, across the country, rival retail chains, television makers, broadcasters, and mobile phone makers are
fighting for a share of the pie. Thus, while Kishore Biyani's Future Group is rolling out elaborate home furnishing,
apparel, accessories and other merchandise branded with the ‘Saawariya' theme, rival Shopper's Stop Ltd has four
separate apparel brands inspired by Om Shanti Om (OSO) - and most of these four brands are endorsed by the film's
cast - Shah Rukh Khan, Deepika Padukone and Arjun Rampal.

Cellphone company Sony Ericcson Mobile Communication's Indian arm recently launched special edition ‘Sawaariya'
phones with branded content and themed packaging. Rival Nokia launched special edition ‘OSO' phones with branded
content, themed packaging and a little animation of actor Shah Rukh Khan in six different avatars. That's because
cinema is the only thing "that can deliver as many eyeballs as cricket," says Sooraj Bhalla, di rector, Creative & Content,
Madison Teamworks Film Promotion & Entertainment, the firm managing OSO's brand associations. The market for
such associations could grow to Rs 800 crore in 2010 from Rs 200 crore today, according to Navin Shah, chief
executive officer, P9 Integrated, which is handling associations for Saawariya. Such associations will only increase in
the future, adds Harshvardhan Gangurde, manager -marketing, SPE Films of India Ltd, the co-producer of Saawariya.

The brand and industry rivalry that is already playing itself out and will reach a climax on Friday isn't restricted to the
retail and mobile phone companies. Consumer electronics maker Sony is associated with Saawariya while Videocon
Industries Ltd is rooting for its ambassador Shah Rukh Khan with special promotions around OSO. DAWN SHOWS
Andheri's Fame Adlabs has announced special early-morning shows of both films from November 9 to 15 to
accommodate the Diwali rush. Om Shanti Om will be screened at 7.55 am; Saawariya at 8 am. "This is to give more
customers a chance to catch the movies," said Fame Multiplexes' Shunali Shroff. Advance bookings for both early
shows open on Thursday.

Film production houses target small budget films
Source: Hindustan Times, Date: Nov 8, 2007
Walk into any multiplex today and chances are, a majority of the films being played out on those screens are small
budget films featuring new talent. Whether it is the hilarious comedy about non-resident Indians called Loins of Punjab,
thriller Johnny Gaddaar featuring newcomer Neil Nitin Mukesh, films such as Bheja Fry and Life in a Metro, or
internationally acclaimed films such as The Namesake—industry experts say it is clear that audiences are developing a
sensibility for small, independent films. The box-office takings aren’t bad either: Madhur Bhandarkar’s Traffic Signal,
which cost Rs5 crore to produce, made Rs15 crore at the box office, says an industry analyst. Right on cue, some film
production houses are setting up separate divisions or companies under the parent brand to work on small budget
projects. These have budgets less than Rs5 crore, and are generally less dependent on commercial success than
mainstream Bollywood films.

Subhash Ghai’s Mukta Arts Ltd has set up two divisions—Mukta Searchlight Films, which handles small budget films,
and Malpix Films, which will launch its first Marathi film, Kaande Pohe, soon. UTV Motion Pictures Plc. has Spot Boy
Motion Pictures and UTV Classics, while Percept Picture Co. recently set up Cause Cinema, which will look at projects
with socially relevant themes as well as corporate films. Yash Raj Films Pvt. Ltd is also planning to set up a separate
division that will focus on small budget projects or independent films, according to people in the industry familiar with the
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developments. Its most recent Chak De! India featured 13 newcomers and actor Shah Rukh Khan, and was a departure
from the usual Yash Raj formula. While declining to commit on any move away from commercial films, a company
spokesperson said all decisions would be “in keeping with the company’s shift to the studio format”.

“Today, production houses don’t have a choice but to start looking at small budget films or independent films. With
actors turning producers, producers are now looking at lesser known names and smaller projects as an effective way to
keep the ball rolling,” said Taran Adarsh, trade analyst, and editor of Trade Guide, a film business weekly. Top
Bollywood actors such as Shah Rukh Khan, Juhi Chawla, Aamir Khan, Arjun Rampal, Ajay Devgan and wife Kajol have
set up film production houses of their own. But why would studios set up separate divisions for budget films? Industry
experts say there are several reasons ranging from de-risking their portfolio and clarity in brand strategy, a shift to large
studio formats, to ensuring the inflow of new talent. They are also using high-content “art” films as an inroad to the
international awards scene and markets beyond non-resident Indians. Growth in infrastructure is also fuelling the
growing acceptance of small budget films.

“Today, with multiplexes, these small budget films can actually be made, and can be given a theatrical release to
audiences with a growing sensibility for such work,” said Siddharth Roy Kapur, executive vice-president, marketing,
UTV Motion Pictures. These projects have a longer shelf life compared with bigbudget films, where the opening week is
extremely crucial. “So, you could release a few prints first and the perception created by running full house for the first
few weeks is extremely effective. Buzz is built purely on word-of-mouth,” said Navin Shah, chief executive officer, P9
Integrated Pvt. Ltd, which has a separate unit, P9 Searchlight, for small budget films.

When it comes to selling an independent or small budget film, it’s vital to work smart. “You are catering to a discerning
audience and, more often than not, (are on) a modest marketing budget,” said Shah. His company, which was
responsible for marketing Traffic Signal, sponsored T-shirts with the logo ‘Traffic Signal’ for a large group of traffic cops
running the Mumbai Marathon early this year. There are two revenue streams for both big and small budget films:
theatrical—through the number of prints sold—and non-theatrical—comprising home DVDs, satellite rights, DD telecast
rights, etc. The only difference is that the territories and rights for big budget films is much larger. They also have
additional streams of revenue comprising music rights, downloadable properties such as wallpapers, ringtones, music
and international releases which are very rare for small budget films. Still, small is clearly getting big in filmdom.

Take the sunblock, leave behind the drugs
Source: Business Standard, Nov 10, 2007
The first ever Sunburn Electronic Dance Music festival will attempt to create a community out of the scattered audience
for the category in India. Roger Waters, Aerosmith, Iron Maiden and Beyonce were here. Rapper 50 cent will follow.
Suddenly it seems like Indian music lovers, after years of being deprived of the unmatched pleasure of live
performances, are being treated to a fair variety of musical talent, even if it is still mainly Bangalore, Mumbai and Delhi
that play hosts. And now, there seems to be the beginning of a slew of music festivals, a la Glastonbury or Roskilde.
One Tree Music Festival kicked it off early this year with some fine exponents of jazz, blues and avant rock. PDM
Entertainment followed with the Kingfisher Metal Fest this October. And now, they’ve announced their latest musical
property, Sunburn 2007, being heralded as Asia’s first electronic dance music (EDM) festival. Forty eight hours, a beach
in Goa, the December sun, 21 DJs and performers, a 15,000-strong audience; still, it’ll be all about the music.

But hang on, didn’t Goa host The Big Chill, also a dance music festival, just this summer? “That’s an international
festival, Sunburn is all Indian,” clarifies Devraj Sanyal, CEO PDM India. Indian promoted and organised, that is.
International acts will still be the key draw at the festival. British DJ Carl Cox will lead the way with his “three-deck
wizardry”, as will Above & Beyond, also at the top of the global dance music scene. Others will troop in from some of
the most “electric” dance clubs in the world in Ibiza, UK, Holland and France. Local DJ favourite Nikhil Chinappa, who
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handpicked the crop, is “excited multiplied 100 times over”. Chinappa was the ideal choice for creative consultant for the
festival having personally driven the genre in India for the last decade. “I never intended to commoditise electronic
music. I’ve just wanted to share the joy I derive from it with others,” he says in an abstracted fashion. And he’ll be there,
sharing his joy along with DJ- wife Pearl — just one of the many Indian acts that’ll be promoted at the event.

“Festivals are the way forward,” says Sanyal of PDM’s accelerated foray into the music festival business, “single acts
are passe, they offer no real value for sponsors.” Indeed, turnouts at some of these recent events have been
disappointing. “To justify bringing down a multi-million dollar artist, you better be able to engage with more than 4,000
people,” he continues. Sunburn will have principal partner Smirnoff forking out the dollars. “We make sure that the
event’s brand dynamic is based on the partner brand’s architecture,” says Sanyal of the partnership. Indeed, Smirnoff
has been known to spend some serious monies on experiential marketing via musical platforms. PDM doesn’t believe in
one- time affairs either. While Kingfisher metal fest will take one major international band to at least three locations
every quarter, Sunburn will be an annual event, eventually spreading itself across locations in Asia, including Dubai and
Singapore. The foreign locations will be promoted by Harvey Goldsmith, one of UK’s best known rock event promoters
(Live Aid/ Live 8). The execution across locations will be the job of Jim Baggot, another industry professional who has
handled the likes of the imposing Glastonbury festival. “We decided to cut to the chase and get as big as we can in Year
One,” says Sanyal. Some of that grand, international profile will come from donning the right shade of green as Sunburn
will make efforts towards reducing the event’s environmental impact. And drug use won’t be tolerated, although in
reality, that’ll be just as hard to regulate. The event will wrap up respectably at 10 pm on both days, complying with
government restrictions. Well, one of the event partners is Goa Tourism, so they haven’t much of a choice there, but
that association did come in handy when they desired (and got) Candolim beach for the venue. Sanyal says it’s more to
do with encouraging people to have fun — responsibly.

PDM claims to have mastered the game of delivering value for sponsor brands, from pre-programming activities to on-
ground activity on the day, and allowing enough retail opportunity for the brand through merchandise. Sunburn will
attempt to create a band of loyal followers, to be united through a website and sustained online action. “A brand desires
nothing more than to have a community created exclusively for it; the power it can then exert over their tastes and
preferences is huge,” he says. Meanwhile, PDM is confident about turning a profit in Year One, primarily through ticket
sales (tickets will be priced between Rs 3,000-3,500 per day). But isn’t electronic music still seen as a niche genre and
therefore, presumably, unviable? “Being the first mover at creating a great product out of a niche makes more business
sense than fighting over mass,” says Sanyal. Chinappa, who founded Submerge, an EDM community some years ago,
says this festival will be the trigger to push the category. “Rock, metal and dance music, it’s now all covered in way of
festivals, and someone is bound to pick up hip hop,” Sanyal points out. That spells nothing but good news for music
lovers. And if you do decide that Sunburn has been good the first time around, they promise to top it each year. The
online gateway to the organisers will even allow you to decide which performers come next year. Want Tiesto? Try

Percept/H and Saatchi & Saatchi among Gold winners at Graphis Advertising Annual
Source: exchange4media, Date: Nov 10, 2007
Percept/H and Saatchi & Saatchi Mumbai have found mention among Gold winners in Graphis Advertising Annual
2008. While the latter won for its works on Chateau Indage, Percept/H found mention for its works on The Vegetarian
Society, Ghetto Bar and Peprico sauce. Graphis Advertising Annual is a collection of the year’s most outstanding
advertisements that are carefully selected and categorised.

For Peprico, Percept/H had conceptualised the black pepper sauce as torture equipment. The ads for V        egetarian
Society, used to promote vegetarianism, had a concept that each time vegetarian food was eaten, an animal was
saved. This was represented with vegetables served on a plate, in the shape of animals. The ad for Ghetto Bar was for
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                                                       Page 20 of 75
its beer festival to celebrate the Soccer World Cup. The creative therefore featured soccer players who were trying to
resist the urge to use the washroom, after having gulped several draughts of beer. Graphis was first published in 1944
by Walter Herdeg in Zurich, Switzerland. In 1986, B Martin Pedersen was given the opportunity to purchase Graphis.
He has since further developed the magazine and books and relocated the headquarters to New York City.

Advertisers find that grass is greener
Source: Times of India, Date: Nov 10, 2007
There is a surge in popular interest in golf and advertisers are queuing up to invest in the two major golfing events that
India will host in February 2008. Mumbai: Lured by big money and growing consumer interest, golf is turning out to be
the fastest growing urban sport in the country. To aid this and for the first time ever, India will host two prestigious golf
tournaments in February 2008: the $2.5 million European Tour Indian Masters and the $2.5 million Johnnie Walker
Classic. Though golf is popular in the US, the sport is growing in countries such as Korea, Japan, India, China,
Germany, UK and South Africa. The golf market in India has been forecast to grow over 25% annually in the next five
years. Worldwide, golf is a $7.1 billion industry and in India, the sport, as an industry, is estimated to be growing at 30-
40% annually and valued at between Rs 50-60 crore, according to Brandon de Souza, managing director of golf event
management firm, Tiger Sports Marketing, which is managing the Indian Masters. Apart from top players’ interest, there
is also a surge in popular interest in the game, and advertisers are queuing up to invest in it. At this point, many
information technology giants have expressed interest in the game, as have some fast moving consumer durable firms,
which are keen to advertise in the Indian Masters. Since the deals have not yet been signed and many are in the
deliberation stage, sources prefer to remain mum as to the exact amount being invested in the sport.

India is set to become the 37th destination visited by the European Tour next year when the inaugural Indian Masters
will be played. Boasting of the richest prize money in the history of Indian golf, “the event is a result of the growing
status of the game of golf in India, augmented by the performances of Indians across the golfing globe,” says General J
J Singh, president of the Indian Golf Union. For all those who consider the sport a poor cousin to the the religion of the
masses, cricket, golf in India is sure to get a boost when the best talent from over seven continents will be on display
and showcase the infrastructural development needed to host an event of this stature. The tournament is part of ‘Golf in
Dubai’s’ ambitious drive to expose the Emirate’s rapidly-growing golfing portfolio of world-class courses on the global
stage. Mohammad Juma Bu Amim, vice chairman and CEO of ‘Golf in Dubai’, has been quoted as saying: “Golf is fast
becoming a big-time sport and the game is growing, no question about it. And this European Tour event will have the
appeal and the profile to further enliven the Indian golf scene. Being the promoters and organisers of world-class events
like the Dubai Desert Classic and the Dubai Ladies Masters, we are quite certain that the Indian Masters will create an
unprecedented buzz on the vibrant Indian golfing scene.”

According to George O’Grady, chief executive of the European Tour, “The growth of the Indian economy has coincided
with the emergence of golf as a major sport in the country. We are always keen to expand our tournament portfolio into
new territories.” The history of golf in India can be traced back to 1829 when the Royal Calcutta Golf Club, the first golf
club outside the British Islands, came into existence. Gradually other Indian cities followed suit and a number of golf
clubs took root in different parts of the country. At last count, there were more than 10 top golf courses in India,
including the Royal Springs in Srinagar, Golden Greens and Classic Golf Resort in Gurgaon, Royal Calcutta in Kolkata,
Jaypee Greens in Greater Noida, the Karnataka Golf Association in Bangalore and the Bombay Presidency in Mumbai
among others. Considering the growing interest, television broadcasters have also bagged the rights for the PGA tour,
the US Open and the British Open Golf events.


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Wanted: Films just for kids
Source: Times of India, Date: Nov 11, 2007
Bollywood is famous for kitsch and musical extravaganzas. But where are the movies for children? Wrack your brains
and you come up with a Jagriti or Boot Polish (both 1954) followed by Parichay (1972). Then, there was Chota Chetan
(1984). But thereafter, movies aimed at children have been few and far between. Child stars like Baby Tabassum, Daisy
Irani, Master Raju, Sachin and Sarika did make their mark, but merely as props to the lead actors. The new crop of child
stars, however, reflects changing times. They represent a generation which hardly plays outdoor or lives in large
families. And they are far more worldly wise, thanks to constant exposure to the internet and TV. "They grow up fast
because of lack of interaction with the larger world," says trade analyst and film critic Amod Mehra. One child actor who
made audiences sit up is Swini Khara aka Sexy of Cheeni Kum, who played the terminally ill confidante of Amitabh
Bachchan. Interestingly, another child co-star of the Big B, Ayesha Kapoor, wowed critics in Black. But as Mehra points
out, "Black, Taare Zameen Par or Cheeni Kum are adult films which deal with special needs of a special child. They
cannot be described as children's films." Even as children find roles in movies that appeal to an older audience, few
Hindi films cater only to kids. "This market is completely unexplored in India because we are passing through a phase
which is only about family films," says Preet Bedi, CEO, Percept Picture Company, that produced kids' films like
Makdee and Hanuman. "We forget that kids are an important segment by itself. It is not necessary for a children's film to
be funny or comical."

Mehra pins the reason to the fact that Bollywood rarely scored hits in this category. Then there's the diminutive budget
of these films. Against Hollywood, where a Harry Potter or a Home Alone is made on the budget of any big banner film,
Bollywood's budget for kids' movies doesn't go beyond Rs 2.5 crore and yields no returns. "Producers want returns for
their money. Who will buy a Rs 250 ticket to watch a children film," questions Mehra. With very few commercial
successes, most of the recovery on children's films comes from DVD sales and television rights. "Blue Umbrella and
Chain Kulii Ki Main Kulii were disasters at the box office. Only Makdee was a relative success but that too was scary for
kids to watch," says Mehra. He demands that government should give incentives like tax-free benefits to encourage
films for children. However, film critic Taran Adarsh disagrees and maintains that there is a promising children's films
market in India. "Look at the success of Krrish, Koi Mil Gaya and Hanuman." "The future for children's film market here
looks fantastic," says Bedi. "When we released Hanuman with only 150 prints we hadn't anticipated its success. We are
not making that mistake in the sequel of Hanuman, for which we are coming out with 300 prints and expect a return of
Rs 36 crore at the box office in the first phase itself." According to Adarsh, children want to see fantasy, and if it is made
well then it's assured of an audience as well as commercial success. "About 80% of the audience for films like Harry
Potter, Spider-man and Batman are kids or adults who are kids at heart," he says. The important thing is to consider the
content of the film and its time of release. "If you release a film when school exams are going on, then it obviously won't
work," points out Adarsh.

Source: The Week, Date: Nov 11, 2007
Farah Khan is as happy as a director can be. And it is not only because of King Khan's box office pull or the imposing
presence of 30-odd film stars in her upcoming film Om Shanti Om. Farah is thrilled she has been able to tie-up with
brands way ahead of OSO's release, bringing in oodles of cash for the producer, Red Chillies Entertainment. Last
October, when MATES (the entertainment arm of advertising company Madison Communications) approached
Shoppers' Stop with the idea of developing a clothing line for OSO, the retail giant decided that creating wearable
fashion inspired by two eras was a marketable idea. As the movie was being filmed, a team of designers from
Shoppers' Stop and OSO created the different looks which would hit the shop floor when the movie was released. Says
Sheetal Choksi, customer care associate and VP (marketing and communications), Shoppers' Stop, "We have
understood the essence of OSO. A great deal of planning and analysing the brand has been part of the process of
associating with them."
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Last week the store put out the specially designed merchandise corresponding with the looks flaunted by each of the
actors. This is not the only tie-up that OSO has, nor is the film alone in this trend. Farah has also joined hands for a
cosmetics line with Maybelline and a jewellery line with Sia.

The other big bang movie to release on the same day as OSO, Sanjay Leela Bhansali's Saawariya has also tied up with
the Future Group to flood Rs 15 crore worth of merchandise into the market, including a special apparel, home, bed,
bath and linen, and beauty products line of the movie. UTV's forthcoming movie Dhan Dhana Dhan...Goal has
collaborated with sportswear brand Reebok to create a Goal line of clothing and sports accessories which will be worn
by John Abraham and Arshad Warsi in the film. Aamir Khan's December release Taare Zameen Par is also planning to
introduce a plethora of merchandise in the market and Hanuman Returns, releasing at the end of the year, will launch
its range of apparel, jewellery and kiddie merchandise.Clearly the movement is signalling a new trend within the space
of Bollywood merchandising. Till now, merchandised products figured only in the domain of character-driven movies in
India (Krrish and Hanuman being recent examples). Even in the case of Krrish, despite the immense potential of the
character and Rakesh Roshan's strong banner, the merchandise tie-up was a cautious move, announced about three
months after the release of the movie. Earlier this year, Cheeni Kum with its coffee mugs and Life in a ...Metro with its
T-shirts showed that producers were testing waters. But with OSO and Saawariya diving headlong into this area, non-
character based films are finally ready to break the inertia.The perception that merchandising is not a worthwhile
revenue earner in India looks all set to change.

Says Navin Shah of marketing solutions company P9, "Since we don't have any strict IPR rules, duplicates of products
from films have always been available. But with the organised retail sector being quite strong, producers are taking
merchandising more seriously." Globally, merchandise has always been a money-spinner. According to estimates
available with P9, for the Spiderman franchise almost 40 per cent of the revenue came from merchandising. Even in the
case of a non-character driven movie like Ocean's 11 or Ocean's 13, this share was still a reasonably high 15 to 20 per
cent. As compared to this, Krrish or Hanuman touched just about two per cent.

Says Navin, "Frankly though a lot has been spoken about merchandising in the last five years, nothing happened. Now
things are finally moving." It is expected that in another two years merchandising will match the home DVD market and
contribute seven to 10 per cent of a film's revenues.The Future Ideas team will make Saawariya merchandise available
across 500 stores in various categories. Future I eas business manager Hemang Savla says that the tie-up means
more than mere marketing for him. "With the possibility of the film becoming a huge success, we definitely want to stock
the clothes and other memorabilia that people would love to have," says Savla. "But not many directors rope in a retail
partner in the conceptualisation stage."

Saawariya's tie-up has also been a recent one; hence not all of it is specially created for the movie. For instance, the
beauty products have been specially created according to the colour schemes of the movie, while the bed and bath line
is an assorted collection. Savla says that had he got enough time with the movie, an entire merchandise line up ranging
from crockery to upholstery could have been designed. What is interesting to observe is that film-makers and marketing
and creative heads are moving away from simply recreating movie posters or mug shots of stars on T-shirts and other
mementos in the name of merchandise. Thinking of bed and bath products or cosmetics to suit the colour palette of the
movie is innovative even though they have to create limited edition products.

Sheetal of Shoppers' Stop says, "Given that a film's shelf life is around four to six weeks, the product life is
approximately the same." However, merchandise in the case of characters such as Krrish or Hanuman generates
recurring income. While merchandise gives a huge exposure for the films, it may not translate into a major spurt in sales
for the retailer. In fact, the sales might be negligible when compared to other goods. Then how does it benefit them?
Even when the festive season is on, a tie-up goes a long way in increasing footfalls and retailers end up using
Bollywood merchandise as a differentiator.
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Obviously the stakes are high with the upcoming big releases and will define the way to go for film merchandise as well.
If these general entertainment films manage to create a craze strong enough to make fans loosen their purse strings for
the merchandise, expect more of Bollywood in your homes.

Six-pack SRK vs new kids on the block
Source: The Times, Date: Nov 11, 2007
No punches pulled in high-stakes duel of the Diwali blockbusters. The mother of all battles is being waged at the Diwali
box office, with Om Shanti Om and Saawariya vying for honours. This occurs annually, but the intriguing aspect this
time is that it’s much more than a simple case of two high-profile films going head to head, because how the contest
eventually pans out will have long-term rami- fications for Bollywood. Forget Shahrukh Khan’s six-pack, the multitude of
stars that appear in his movie and the fact that Saawariya features Rishi and Anil Kapoor’s children — there’s more to
this battle than that. The most obvious duel pits Bollywood’s reigning badshah, King Khan, against rookie actor Ranbir
Kapoor. In recent years, no one has delivered a louder Diwali firecracker than SRK. Last year, Don sizzled while Jaan-
E-Mann fizzled. Two years previously, Veer-Zaara out- muscled Aitraaz. And, in the past 15 years, Diwali has been
marked by some of Shahrukh’s big- gest hits — Baazigar, Dilwale Dulhaniyan Le Jayenge, Dil To Pagal Hai, Kuch Kuch
Hota Hai, Mohabbatein and Kabhi Khushi Khushi Kabhie Gham. Yet, even he doesn’t need reminding that in another
festival period, Eid 2000, another young upstart, Hrithik Roshan, kicked his butt as Kaho Naa Pyaar Hai completely
eclipsed Phir Bhi Dil Hai Hindustani. This year is the first time since that shock to his system that Shahrukh is up against
a rank newcomer, and this time the race is professional and personal, as he is also the producer of OSO. As such, it is
a battle between the existing order and the new order that will most notably be fought in the area of distribution. SRK
has entrusted the rights of his film to Eros International, who have handled all his home productions, barring Asoka.
Eros is a London-based company that, for the past three decades, has created an international platform for Bollywood

From Sholay to Heyy Babyy, Eros has rolled out one blockbuster after another and enjoyed a monopoly until Yash Raj
decided to handle its own distribution, with newcomers like UTV following suit.Saawariya is produced by Sony Columbia
Tristar Films and marks Hollywood’s entry into what has so far been the sole domain of Indian distributors. With Sony’s
entry, the existing Bollywood order has been challenged. In this era of global expansion, their involvement raises the
question whether Bollywood can continue to be master of its own destiny or whether it needs the big boys from
Hollywood to achieve growth. Sanjay Leela Bhansali may try to play down the significance of the clash by stating “It’s
not a war,” but Shahrukh has already thrown down the gauntlet, telling India FM: “I want to give Sony Columbia Tristar a
fight to remember. I thrive on competition and I am glad that someone I know did not produce Saawariya. It is good that
I am fighting a faceless entity so that I do not have to show any empathy.

” Sony’s entry has therefore created a David-and-Goliath scenario with one big difference: Goliath is fighting on David’s
turf and, according to Shahrukh, his David has the love and backing of the nation. If that’s the case, he’ll have a hard
time explaining how Saawariya was the first to strike a deal with Indian multiplexes while Eros dallied for a higher
minimum guarantee and better percentages. If one sets aside the emotional argument about the nation loving “Chak De
India” — as SRK refers to himself — what will determine these films’ fates is how good they are. Audiences don’t see
the politics, they see the films and can identify quality products, so emotion won’t necessarily give SRK the edge. He
has therefore been proactive, flooding the market with 2000 prints, the most ever for an Indian film. He also embarked
on a massive publicity drive, making appearances at high-profile events. From the launch of the Indian version of FHM
magazine to the world cricket T20 final at the Wanderers, where he sported an Om Shanti Om T        -shirt under his navy
velvet jacket, his aim was to ensure that his movie was constantly in the news. He also teamed up with NDTV as a
broadcast partner.

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                                                       Page 24 of 75
He has splashed OSO across billboards, discussed the film at length on TV and backed an unprecedented blitz on the
Internet. According to marketing agency Madison Mates, he has tied up deals for brand-related promotions with
multinationals like cellphone giants Nokia and makeup company Maybelline that are estimated to be worth R26-million.
Shahrukh also did a clothing tie-up with Shoppers Stop, a major department store, to stock the film’s retro clothing.
Even before the film’s release, he had turned a profit of R100-million. But the true test of his film’s worth will be at the
box office. Sony hasn’t rested on its laurels either. t signed a R50-million “visibility package” that includes brand
promotions, merchandising and contests.

That is “twice the size of any such package that has ever been done for a film in India”, according to Navin Shah, CEO
of P9 Integrated, the agency handling the movie’s marketing. It includes a R20-million agreement with Big Bazaar
stores for a range of menswear, home products and beauty products. Another R10-million was splashed out on a
contest to coincide with the recent India- Australia cricket series. The themes of tradition versus innovation are evident
in the two films’ content. In OSO, Farah Khan celebrates her admiration for Bollywood entertainers with a return to the
1970s in a film that deals with reincarnation and features a retro look. On the other hand, Bhansali has created a
modern story of forbidden love. So which film will triumph? That, and the question whether the market is big enough to
accommodate both movies, will soon be answered. Each side has done everything it can to steal the other’s thunder.
Now it’s up to audiences to decide. Let the Diwali sparks fly!

Making it happen
Source: Indian Express, Date: Nov 12, 2007
Remember that scene from Superman where Clark Kent walks through this sliding door and walks out as Superman?
Devraj Sanyal must have a similar feeling stepping out of his CEO cabin at Percept D’Mark Entertainment, on to the
stage performing as the lead singer for Indian rock act, Brahma. His latest venture in the corporate suit is the Sunburn
Festival in Goa, where over 24 electronic dance music acts will perform live for two days on December 28 and 29. The
acts include Carl Cox, Above and Beyond, John 00 Fleming, Jalebee Cartel, Midival Punditz and Pearl, among several
others. The festival aims to explore niche spaces, proving that there are enough Indians willing to indulge in genres like
Electronica. “I want to shatter the myth that Indians can only take big ideas and execute them on a small scale. I want to
shift that paradigm,” says Sanyal. The transition from a controlled, corporate environment to a shared platform with
zealous artists throbbing with energy is anything but easy. Sanyal pins it down to a mature upbringing, describing
himself as a simple person with a fairly well-grid life. He recounts an oft-quoted anecdote from his childhood that’s worth
repeating: “When I was four my scientist dad told me I could either choose to be the person who drove his own car or
be the one who pushed the car. I told him that I would not only drive my own car but also have four drivers.”

The 32-year-old traces his origins in the ‘ideas’ business back to 1988. Even then, Sanyal says it was never about the
event. “We called it Curtain Raisers but it was a front to do something outside of college,” he says. St Xavier’s college
was also where four musicians looking for a lead singer spotted Sanyal, singing “love songs in a really wanker band”,
and Brahma was formed. Three thousand events down, it seems like Sanyal gets it all right. Untrue. A car rally
organised in 2005—7,000 kilometres and 200 towns with the cars converging in Delhi went horribly wrong for him when
the software running the show crashed. “There were 4,000 people waiting at the Delhi stadium to lynch me. I learned
the importance of a Plan B. God is willing to share a drink with you after the event, but not while things are going
wrong,” he quips. Having worked with Elle magazine and Baccarose Cosmetics in consultancy roles, Sanyal has finally
settled into his role at Percept—his eyes firmly set on Goan sands, after organising the well-attended MetalFest in


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                                                       Page 25 of 75
Percept Picture in talks to make little Krrish
Source:     Business        Standard,,,,,,, Date: Nov 12, 2007
Percept Picture Company, one of the country’s fastest growing entertainment brands involved in the creation of content
and distribution, is all set to woo kiddies. The Percept Holdings company is talking with filmmaker Rakesh Roshan to
make a film based on Krrish, with the superhero as a kid. “We have put forward our request to Rakesh Roshan to allow
us to make Junior Krrish. We are willing to pay a royalty as well,” said Shailendra Singh, joint managing director,
Percept Holdings. Going forward, Percept Picture Company (PPC) will set up a wholly owned subsidiary that will house
all animation movies and children content projects, including merchandising and gaming, that will spin off from the

PPC will release Hanuman Returns, a sequel of the blockbuster animation movie Hanuman, in December. This $8
million project will have over 400 products for merchandising and for this the company has already signed up Microsoft
for its console game XBOX 360 and broadband internet connection XBOX Live. “PPC aims to develop Hanuman as a
brand. We will extend Hanuman through a series of animation and live action films. Hanuman has grown from a
mythological character to a superhero, who in the future will take on Spiderman and Superman as well,” Singh said. He
said PPC will soon begin work on Hanuman 3, titled Return of Ravana, with a $10 million budget. The film, which may
release early 2009, will have a global story, featuring Ravana born in Manhattan. PPC is engaged in making three or
four films, a mix of animation and real-life characters, slated for release by 2009. The initial seed capital for the projects
is about $2-3 million.

Now a Junior Krrish
Source: Times of, Date: Nov 13, 2007
What if the masked saviour Krrish was an eight-year old? If sources are to be believed then that soon may be a reality.
Percept Picture Company is all set to remake the superhero action flick starring Hrithik Roshan. The ambitious remake
will feature an all-children cast. The head honchos at Percept have already sent out their proposal to Rakesh Roshan
and are bidding for the remake. It is believed that Percept is currently concentrating on a subsidiary company which will
focus wholly on children’s films and animated films. So far they have done Hanuman. If all goes well, they may soon
have a child actor playing Krrish. The plotline will revolve around an eight-year-old w has special powers. He is
inspired by Krrish and while enacting a few stunts he realizes that he has what it takes to be a superhero. The makers
want to call this film Junior Krrish.. Apparently Rakesh Roshan is closely guarding brand Krrish and has asked for a
detailed screenplay and character sketch of the eight-year-old superhero. Right now the creative team is working on the
look of the character. According to sources, the company will go ahead with the project even if Rakesh Roshan refuses
to be part of it. The idea for the company is to create a superhero for children.

Life Boy!
Source: Mumbai Mirror, Date: Nov 13, 2007
Now a children's film based on Hrithik Roshan's superhero flick, Krrish, is in the pipeline. That'll be Junior Krrish What if
the masked saviour Krrish were an 8-yearold? If sources are to be believed, Percept Picture Company is now set to
remake the superhero flick starring Hrithik Roshan. However, the ambitious remake will feature an all-children cast. The
head honchos at the production company have already sent their proposal to Rakesh Roshan and are bidding for the
remake rights. A reliable source says, "Percept Picture Company is, presently, concentrating on a subsidiary company
that wholly focuses on children's films and animated films. So far they have done Hanuman. If all goes well, they will
have a child actor playing Krrish," says our source. The plot-line revolves around an 8-year-old with special powers. He
is inspired by Krrish and while enacting a few stunts he realises that he has what it takes to be a superhero. The makers
will call the film Junior Krrish.
  Monthly Media Dossier                                                                                          Nov 2007

                                                        Page 26 of 75
Apparently, Rakesh Roshan is closely guarding Brand Krrish and has asked for a detailed screenplay and character
sketch of the 8   -year-old superhero. Right now, the creative team at Percept Picture Company is working on the
appearance of the character. Shailendra Singh, joint managing director, Percept Holding, says, "The character sketch is
being worked on. We are deciding on the crucial things like the bodysuit and the gadgets that the superhero will have.
We are discussing things like whether he should wear the underwear over his uniform. We have to send the details to
Rakesh Roshan by this weekend. I gave him the proposal two months ago and yesterday afternoon he said that he
would like to study the script in detail." He further admits that even if Rakesh Roshan refuses to be part of the Junior
Krrish project, the company will go ahead with it anyway. Singh says, "The idea is to create a superhero film for kids.
The film is going to be of the kids, by the kids and for the kids. We will go ahead with the project even we don't get to
attach the name Krrish to our film."

IndustrySpeak: Does Mumbai need regulation for OOH advertising?
Source: exchanmge4media, Date: Nov 13, 2007
With Delhi’s out-of-home (OOH) advertising space coming under the scanner following the adoption of Outdoor
Advertising Policy that forbids the placing of ‘unipoles’ within 75 metres of any road or crossing, there are calls for a
hoarding-free region by the Brihanmumbai Municipal Corporation (BMC) in Mumbai, before March 2008. Questioning
the need for OOH regulations in Mumbai with some OOH players across country, exchange4media tries to understand
their perspectives. Noting his observations on the present status of the OOH medium in the country, Indrajit Sen,
Country Head and CEO, Stroer Media, and Vice Chairman, Indian Outdoor Advertising Association (IOAA), was of the
opinion that ‘regulations’ for outdoor advertising media appeared to have become the latest bogey in our country.
“Regulations are necessary – they would make cities look better, make our citizens feel better, and would also result in
better industry performance, etc. But now that we are seeing the real picture of the regulations, we simply must begin to
vehemently demand that any change or new regulations should be first preceded by town planners that take care of
overall aesthetics, cityscape, public utilities, cleanliness and emissions, road and public transport design, as well as a
detailed guideline for the process of implementation of the regulations.”

Sen added that the intention to ‘improve’ the cityscape and reduce traffic hazards was all very laudable, but action was
needed to substantiate them. “It is only to state the obvious when one says that specialised subjects like visibility,
relationship to hazardous traffic, etc. need specialised handling and treatment. Examining the facts logically would lead
any rational mind to conclude that none of the current ‘policies’ or proposed ‘guidelines’ would bring about positive
changes or would benefit the society at large in a permanent way. Merely tinkering with some hoarding sizes and
placing restrictions of placement will not improve the way any city looks,” he said.

Others like Farid Kureshi, COO, Times OOH, have taken a neutral stand about the issue. Kureshi observed that
worldwide, outdoor media like street furniture and billboards complemented and enhanced the city landscape. “In India,
unfortunately, it’s a huge visual pollution. Coupled with poor implementation and monitoring by the city, billboards are
the biggest visual polluters of Mumbai. The city, like other major metropolis in the world, should limit the overall
billboards, and implement a ban on billboards on heritage buildings, visual landmarks like Marine Drive, hospitals,
schools, religious places, etc. These measures are already in place across major cities in the world, so why not in an
aspiring city like Mumbai? Also, new guidelines should ensure that the major revenues from billboards should either go
to the municipality or to the building society, so that the money can be used in the upkeep of the city or the building.”

Sanjay Pareek, President, Percept OOH, too believes in the need for a standard long-term policy akin to what is present
for other media. “There are instances for this medium in India too, like Hyderabad, Bangalore and now Delhi. But they
are still not long-term. The policy should be completely thought through, with both public and industry participation, so
that the outcome would be beneficial to all concerned. Normally, such initiatives are highjacked by interested parties,
who pretend to be neutral.”
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                                                      Page 27 of 75
Soumitra S Bhattacharyya, CEO, Laqshya Outdoors, supports the regulation and standardisation, and the recent law
that restricts signages on heritage buildings and important landmarks. “However, we firmly believe that any regulation or
standardisation should be unbiased and fair to all parties concerned, namely the people of the city, the authorities and
media owners. In our opinion, what is important is to first take a long-term view of urban town planning requirements in
terms of infrastructural needs, transport needs, easy of commuting needs, requirements of parks and open spaces and
other such relevant aspects of any urban city. Once that blue print is made, it is only then that an out-of-home policy can
be formulated around that blueprint.”

Bhattacharyya said that media owners, who were in reality experts in the field, had to be taken into confidence for the
creation of a robust and long lasting policy. “This approach would be a win-win situation for all the parties, especially
people of the city who would benefit the most by getting better infrastructure. Authorities get dual benefits of building the
infrastructure without any cost to the exchequer, and they also derive revenue from it. Hence, we believe that long-term
solution definitely cannot be just a policy in isolation meant only for the hoardings of the city, and any such move is not
good for anybody in the long run,” he added.

Percept H wins brokerage firm account
Source: agencyfaqs, Financial Express, Date: Nov 13, 2007
Prabhudas Lilladher (PL), one of India’s oldest brokerage firms, has signed on Percept H for its creative duties after a
competitive pitch. Industry sources estimate the size of the account to be around Rs 5 crore. Arun Sheth, chairman and
managing director, Prabhudas Lilladher Group, says, “Our company has been a low profile one until now. However, our
strong points include our reputation for transparency among institutional, corporate and high net worth individuals.”
Now, with its brand building campaign, the group wants to expand its reach in the retail segment.

Commenting on the win, Ajay Chandwani, CEO, Percept H, says, “We presented a new corporate identity and a
corporate image strategy that aims to project PL as a strong institutional and retail player.” The new corporate television
commercial positions PL as a warm and friendly financial advisor that helps people realise their financial goals.
According to Prabhakar Mundkur, COO, Percept H, it is quite a strategic challenge to project a contemporary image for
a traditional player, without compromising on its values and philosophy. However, some preliminary consumer research
indicates that the new investor is young, contemporary and has a different appetite for risk than his older counterpart.
“This, we have kept in mind while redesigning the corporate identity and campaign for Prabhudas Lilladher,” he
explains. The corporate TVC will air on business channels initially. For the record, PL has been a brokerage firm since
1944 and today offers portfolio management services, corporate advisory services, equity and derivative broking, and
online trading on its portal,

Percept D'mark is new marketing agency for MDLR Airlines
Source: Times of India, Date: Nov 14, 2007
MDLR Airlines appointed Percept D'Mark as its experiential marketing agency, while Percept Profile has been
appointed as its communications consultant. The two companies of Percept Holdings have signed a year-long deal,
where they will initiate a pan-India marketing and communications space for the company. MDLR Airlines is the first
Indian regional domestic airliner to introduce and operate the four-engine AVRO-70 regional jets, with dual configuration
of club and economy classes to connect key metro to nonmetro routes. The MDLR Group forayed into aviation sector
with its first commercial flight in April 2006. The Group is headed by Gopal K Goyal, CMD, MDLR Airlines, and is also
into businesses like infrastructure, shopping malls and multiplexes, and luxury hotels.


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                                                        Page 28 of 75
BE Reckoner: O&M tops for fifth year on
Economic Times, Date: Nov 14, 2007
It’s five in a row for the country’s premier ad agency, O&M. The creative powerhouse has emerged as India’s most
admired Creative Agency as per the latest Brand Equity Ad Agency Reckoner — the annual ranking on the nation’s
most admired ad agencies, media agencies, influential people and creative directors. O&M, which has topped the
ranking ever since the Agency Reckoner was first introduced in 2003, has again been voted as the No 1 on every
parameter it was evaluated against. And to add to its lustre, the agency’s chairman and creative lodestar Piyush
Pandey once again heads the Most Influential People power list. The 2007 Reckoner, however, has a new creative
agency in the No 2 spot — Mudra Communications. The agency has displaced last year’s No 2, McCann Erickson,
which shifts one place to occupy the third spot. JWT at No 4 and Lowe at No 5 round off the Top 5 list. Rediffusion
DYR, the other largely Indian-owned agency, jumps to No 6, while Leo Burnett drops to No 7. Grey Worldwide, FCB-
Ulka and Saatchi & Saatchi take the last three spots in the Top 10. Lower down the order, agencies like Publicis India,
Everest and Percept H have also gained ranks. It is in the Media Agency rankings that the made-in-India tag shines
brightest, though. Madison, the only big fully-Indian media agency, returns to the No 1 position, pushing past MindShare
(at No 2) and Starcom (at No 3).

What’s more, Madison’s head Sam Balsara continues to be counted among the Top 5 Most Influential People in Indian
advertising, along with O&M’s Pandey, McCann’s Prasoon Joshi, Lowe’s R Balakrishnan and Mudra’s Madhukar
Kamath. Carat India has seen an impressive turnaround in fortunes and makes its way into the Top 5 Media Agencies
list, as does Zenith Optimedia. TME has also climbed significantly. For a more detailed look at the action, refer to the
20-page Agency Reckoner along with today’s issue of Brand Equity. There has been significant churn in the other
rankings as well. While Nirvana Films is the new No 1 in the Best Ad Production Houses list, RD Productions and MAD
Films also debut in the Top 5. JWT’s national creative directors Agnello Dias and Josy Paul also enter the Most
Influential People’s list this year, along with ad filmmaker Abhinay Deo, O&M’s Pratap Bose, Lintas Media’s Lynn de
Souza and GroupM’s Vikram Sakhuja. And among this year’s Hottest Creative Directors, new names like Manish Bhatt,
Raghu Bhat, Malvika Mehra, Ashish Chakravarty and Raj Kurup join some old and some not-so-old favourites. This
being the fifth year of the Agency Reckoner, it’s only to be expected that the edition is packed with loads of information
— including a trend analysis of the last five years seen through the eyes of the Reckoner.

Business majors script new plot for Bollywood
Source: HT Mint, Date: Nov 15, 2007
Emerging revenue streams, such as home videos and mobile content, and growing demand from overseas mark et are
also inspiring companies to plan ahead. Over the next two years, India’s film industry will actually start functioning like
one. In this period, business groups and companies such as Network 18, the Reliance-Anil Dhirubhai Ambani Group (R-
Adag) , UTV Motion Pictures Plc., Percept Holdings, Carving Dreams Entertainment Ltd, Eros International Plc. and
Saregama India Ltd have lined up between 120 and 140 projects at a total cost of around Rs4,000 crore. Each of these
companies will produce between 10 a 30 films in the next two years. All of them will have a steady pipeline of
releases: some will have one new release every quarter; others may have up to four. And most are signing actors,
scriptwriters and directors for more than one project, ensuring that they have the required bench strength to function
pretty much like a motion picture assembly line. Or a Hollywood studio. “If you identify films as your core business, you
have to churn out enough volume to establish your credibility in the market,” says Siddharth Roy Kapoor, executive
vice-president (marketing, distribution and syndication), UTV Motion Pictures. “That’s how the Hollywood studios work,
and that’s the model the organized corporate players in India are trying to emulate,” he adds. In the process, Bollywood,
as India’s Hindi film industry is known, itself is beginning to look more like an industry. In 2006, India saw the release of
223 Hindi films out of a total of between 900 and 1,000 (the Telugu and Tamil film industries are almost as prolific as
Bollywood). The majority of the 120-140 projects lined up by production companies are in the Hindi segment.

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                                                       Page 29 of 75
Celluloid Dreams (Graphic)
Bollywood is currently dominated by traditional production houses that release, on an average, between two and four
films a year—some do just one. In contrast, UTV will make around 30 films in the next two years at a total cost of
Rs400-500 crore. The Indian Film Co., promoted by Network 18, plans to spend Rs400-450 crore and make 25-30 films
in the same period. R    eliance Entertainment, part of R-Adag, will, according to people familiar with the development,
spend Rs500 crore and produce 25-30 films. And Percept Picture Co., the production company of Percept Holdings, will
spend a similar amount, but over the next three years, and produce 17 films. Other firms, including Saregama, Eros,
Balaji Telefilms Ltd, Carving Dreams and Pritish Nandy Communications Ltd also plan to spend significantly to produce
several movies over the next two years. The move to the “Hollywood studio model” is driven by funding, say experts.
“Film production involves huge investments. Traditional or smaller film production companies didn’t have access to
institutional funds to sustain this kind of supply,” says Farokh Balsara, national sector leader (media and entertainment),
Ernst & Young, an audit and consulting firm. “Today, funding is not an issue. The Indian film industry has established its
credibility among investors. So, private equity, capital markets and even global players are ready to place a bet on
credible players,” Balsara adds. The Indian Film Co. and UTV Motion Pictures raised around Rs450 crore and Rs300
crore, respectively, from the London Stock Exchange’s Alternative Investment Market earlier this year. And Prime Focus
Ltd and K Sera Sera Productions Ltd raised around Rs150 crore and Rs60 crore, respectively, from the Indian stock
markets last year. Executives in the entertainment industry say that while funding matters, companies are moving to a
studio model to address issues such as shortage of talent, rising demand for content, better cinema (or exhibition)
infrastructure and emerging revenue generation opportunities.

“The Indian film industry produces the maximum number of films in the world, but the quality of our products is
questionable and that’s because of scarcity of talent in the industry,” says Sandeep Bhargava, chief executive, Indian
Film Co. “Everyone is trying to block talent by firming up their production schedule.” Indian Film Co. has signed up
scriptwriters a directors such as Anurag Basu, Anurag Kashyap, Rohit Shetty, Priyadarshan (who uses only one
name) and Amit Sagar for its projects. R    -Adag’s Adlabs has signed multi-film deals with actors Hrithik Roshan and
Akshay Kumar and UTV has signed similar deals with actors Priyanka Chopra and John Abraham, and director
Rakeysh Om Prakash Mehra. Companies are willing to plan several projects at once and sign on actors, scriptwriters
and directors also because of the growth in the number of cinemas across the country. According to a report by industry
lobby Federation of Indian Chambers of Commerce and Industry and audit and consulting firm
PricewaterhouseCoopers, India had around 325 multiplexes and 12,000 single screens in 2006. Over the next four
years, four companies—PVR Ltd, Inox Leisure Ltd, Shringar Films Ltd and Adlabs—alone will add more than 650
screens to cater to the growing demand for entertainment options in an economy that is expanding at more than 9% a
year. “The rate of return (on distribution and exhibition deals) is much better than what it used to be two years ago. A
small territory, which fetched Rs30-40 lakh two years ago, is now earning us Rs1-2 crore,” adds Madhu Mantena,
business head, Saregama Films. Emerging revenue streams, such as home videos and mobile content, and growing
demand from overseas market are also inspiring companies to plan ahead. “The avenues for exploiting Bollywood
content have grown,” says Preet Bedi, CEO, Percept Picture Co. “Earlier, over 90% of the revenues would come from
theatrical releases. Today, it has come down to 60%,” he adds. “Other streams such as broadcast rights, gaming and
mobile content are really growing fast now,” says UTV’s Kapoor.

Remake of Krrish?
Source: Times of India, Date: Nov 15, 2007
What if the masked saviour Krrish were an 8-year-old? If sources are to be believed, Percept Picture Company is now
set to remake the superhero flick starring Hrithik Roshan. However, the ambitious remake will feature an all-children
cast. The head honchos at the production company have already sent their proposal to Rakesh Roshan and are bidding
for the remake rights. A reliable source says, "Percept Picture Company is, presently, concentrating on a subsidiary
company that wholly focuses on children's films and animated films. So far they have done Hanuman. If all goes well,
  Monthly Media Dossier                                                                                        Nov 2007

                                                       Page 30 of 75
they will have a child actor playing Krrish," says our source. The plot -line revolves around an 8  -year-old with special
powers. He is inspired by Krrish and while enacting a few stunts he realises that he has what it takes to be a superhero.
The makers will call the film Junior Krrish. Apparently, Rakesh Roshan is closely guarding Brand Krrish and has asked
for a detailed screenplay and character sketch of the 8   -year-old superhero. Right now, the creative team at Percept
Picture Company is working on the appearance of the character.

Shailendra Singh, joint managing director, Percept Holding, says, "The character sketch is being worked on. We are
deciding on the crucial things like the bodysuit and the gadgets that the superhero will have. We are discussing things
like whether he should wear the underwear over his uniform. We have to send the details to Rakesh Roshan by this
weekend. I gave him the proposal two months ago and recently he said that he would like to study the script in detail."
He further admits that even if Rakesh Roshan refuses to be part of the Junior Krrish project, the company will go ahead
with it anyway. Singh says, "The idea is to create a superhero film for kids. The film is going to be of the kids, by the
kids and for the kids. We will go ahead with the project even we don't get to attach the name Krrish to our film."

Percept Profile on Consistent Growth Focus!
Source: Financial Express,, indiantelevision,,,,,, Date: Nov 15, 2007
In line with Percept’s continuing evolution as a contemporary integrated communication Consultancy Company, Percept
Profile Pvt. Ltd., the Public Relations arm of Percept Holdings Pvt. Ltd. today announced the array of clients bagged
nationally in the last quarter. The new accounts acquired range across various categories like Hospitality,
Lifestyle/Fashion, Corporate and Media/Entertainment. This gain of 13 new businesses has resulted in a 30% growth in
the last quarter of 2007 for the agency. Speaking on this meteoric rise, Rahat Beri, Chief Operating Officer, Percept
Profile evinces, “In the last quarter, we have notched up an impressive list of clients across various practices. Our
bottom-up approach to outstanding strategic & research capabilities coupled by project execution, across India, allows
us to deliver consistent superior corporate communications transversely a whole range of categories. The Media &
Entertainment domain in the last year has grown exponentially in its own space. “

The new accounts gained across Mumbai, Delhi and Bangalore are Lucera – A brand of Renaissance Jewellery Ltd.,
Donear Industries Ltd. – leading Shirtings & Suitings brand, Brioni – Elite designer formals from Italy, s.Oliver – A
German apparel brand, ItzCash Card Limited, MDLR Airlines, Amaltas (brands – Lush & Storm), ESP Consultants,
Venetian Macao Resort Hotel – Asia’s largest integrated resort destination, Ajmal Perfumes – leading Gulf perfumier,
Sai Baba Production’s - Amul Star Voice of India, Paramount Films of India for Transformers, The Bourne Ultimatum,
Mighty Heart, Elizabeth-The Golden Age and ASA Film’s - Mumbai Salsa. “We have strengthened our various domains
by consolidating & specializing in 360 degree Communication across spectrum. We have always added value by being
a marketing communication partner to all our businesses and going forward we recognize that as a key differentiator in
the service we offer “; Ms. Beri added. The agency will service these accounts on a national basis across Mumbai,
Delhi, Kolkata, Chennai, Bangalore, Hyderabad & Pune. These new accounts in Percept Profile’s k        itty will further
consolidate its endeavor in specializing in corporate communication across the spectrum and various fraternities.
Percept Profile’s existing clientele includes Nissan Motor Company, Playwin, TCL, Asia MotorWorks Ltd., Shapoorji
Palonji, Tao Art Gallery, Universal Music, BigAdda, Areva T&D India, Percept Picture Company and many other reputed

PDM Entertainment to hold Sunburn Festival in Goa
Source: Screen, Date: Nov 16, 2007
Percept D’Mark (PDM Entertainment) has announced the unveiling of India’s first International Electronic Music festival
Sunburn in association with Smirnoff, Nikhil Chinappa and the Ministry of Tourism, Goa. Sunburn Festival, Goa 2007 is
  Monthly Media Dossier                                                                                       Nov 2007

                                                      Page 31 of 75
a unique entertainment property conceptualised elevating the Indian Entertainment Industry to a Global Platform. The
unveiling of the Sunburn Festival, Goa 2007 logo took place at a Mumbai pub with a podium led by Shailendra Singh,
Joint Managing Director, Percept Holdings Pvt. Ltd. , Asif Adil , Managing Director, Diageo India Pvt. Ltd. and Nikhil
Chinappa , Partner and Creative Consultant - Content, Sunburn. Sulaiman Merchant, Owen Rancon, Bryan Tellis and
Vishal Shetty are supporting the project,said Shailendra Singh, Joint MD, Percept Holdings Pvt. Ltd. “This festival aims
to bring together some of the best Disc Jockeys (DJs) world-wide at the world’s most favoured tourist destination - Goa.
It is in line with some of the largest international music festivals and we are delighted to be partnering with Smirnoff and
Nikhil Chinappa to bring a smashing international experience for the Indian audiences. This genre of music (electronic)
is catching on in India and Sunburn will provide a grand platform for the DJs in India and across the world to showcase
their talent over a period of 2 days that promises to be truly electrifying.”

Adds Nikhil Chinappa, Partner and Creative Consultant - Content, Sunburn, “We are trying to create the Global-Indian
experience using top-of-the-line audio (music) and visuals (projectors with graphics and imaging) on par with
established International Music Festivals. The environment being uniquely Goa (the beach) Sunburn Goa 2007 is a
festival initiated in India for the Indians wherein Indian and international musicians of the same genre of music will
congregate global sounds to our shores.” Sunburn Festival is a festival that will annually consolidate the best global
talent (from India, Holland, Ibiza, UK, Austria, France, Finland, Australia, Sweden and Singapore) in India to celebrate
music and foster a sense of community and harmony. An entertaining mélange incorporating International and Indian
maestros of electronic music, the ‘Sunburn Festival, Goa 2007 is planned as a 2 day synergy of global music, dance
and entertainment on December 28 and 29. Mr. Aman Anand, C.O.O. PDM Entertainment and Festival Director, Sun
Burn, said, “India is very rich in traditional culture and we are globally recognised and acclaimed for the same, but at
this hour we need to broaden our horizons in sync with the younger generation and cater to a global approach wherein
we not only adapt but also create an event to reckon with.”

Why it makes se nse for a woman to sell a men’s brand
Source: Times of India, Date: Nov 17, 2007
Big B as a celebrity endorser for Reid and Taylor, the suitings range from S Kumar’s, was simply too hot to take on any
competition. Shah Rukh Khan too had been suited up on several occasions by Mayur suiting, which earlier had Salman
Khan as its brand ambassador. And Grasim, at one point in time, had Akshay Kumar. So, J Hampstead, the
international fabric brand brought into India by Siyaram’s in 1995, decided to do one better. They signed on an Indian
female star with a huge male following to endorse their men’s suiting range—Priyanka Chopra. The worsted fabric
brand from Siyaram Silk Mills is said to have signed on the diva for an estimated Rs 1 crore, though no company official
would confirm the figure. The idea was to drive the J Hampstead brand name recall in the mainstream category. The
niche, international brand player realized that it was not getting the requisite attention in the market, what with Big B and
SRK catwalking their way into consumers’ mind and eager brand recall. Ajay Chandwani, CEO, Percept H, which rolled
out the ad campaign says, “No male celebrity stood a chance in this category. We needed to think laterally.” The earlier
adverts for J Hampstead always had a male celebrity endorsing the brand, and these have included the entire South
African cricket team of yesteryear, as well as Mahesh Bhupathi, Leander Paes and Geoffrey Boycott.

This time round, Priyanka Chopra is expected to do the trick. The 60-seconder features the star as a fashion designer in
Paris. The commercial has been shot in Paris. She is conceptualizing a line of clothing and sees this hulk, a Canadian
model, stroll past. Inspired by his sense of style, and the way he walks, she conceives a fashion line range. The piece
ends with her being whisked off by her man on his bike. The tag line says ‘Nothing but the best for me’, a shift from the
earlier ‘The world’s finest fabric’. The textile major has also roped in World Cup captain M S Dhoni for its retail brand,
which is clearly meant to penetrate smaller towns. As an official put it, “Siyaram realized that though they are a strong
player in the fabric market and are number two to Raymonds, their decision to get into men’s wear was getting
cannibalized by organized retail. The idea was to use a celebrity to bring on brand recall.” Earlier, Boris Becker featured
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in Siyaram’s campaign along with Dia Mirza, Bipasha Basu, Lara Dutta, Deepti Bhatnagar, Anupama Verma, Apurva
Agnihotri, Dino Morea and Bikram Saluja. In the last three to four years however, the firm has stayed away from
celebrities. However, with Percept Picture Company producing the next big advertisement film for Siyaram’s at a budget
of Rs 2 crore, the firm has decided its time to come home. This time round, the firm has signed on Bond girl Catherine
McQueen and the advert, shot in Sun City Jodhpur, will play out on the idiot box in a couple of days.


Online ad giants spin their web over India
Source: Economic Times, Date: Nov 18, 2007
Call it the digital invasion. Global online advertising giants are making a beeline for the computer savvy sub-continent,
planning to take over independent agencies and launch their own brands. Indian agencies that have been ruling the
roost till now are feeling the heat as salaries touch the sky and strategies to acquire funds are quickly chalked out.
Some are even bullish about their own acquisitions within the country and outside. But will they last the onslaught?
Globally the digital advertising market is worth $30 billion, and in India the Rs 500 crore market is growing rapidly at
50% annually. So the blitz is not surprising. Traditional advertising giants such as, Publicis Groupe, WPP, OMD Digital,
Aegis Communication Group and Euro RSCG are planning to launch their global brands in India and have aggressive
acquisition strategies. But at the same time, top Indian independent agencies such as, id8 Labs, Quasar Media,
Pinstorm and Web Chutney are also gearing up to the face the challenge. "We already declined five acquisiton offers,"
says Mahesh Murthy, founder and CEO of Pinstorm, one of Asia’s largest search engine marketing firms. "All these big
players want to acquire Indian firms because though their media departments are formidable their digital arms are
weak. And they don’t want to lose the Indian market. At the same time we are fighting back by declining acquisition
offers, growing our own offices and hiring good people. We are planning our own acquisitions abroad and will expand to
eight from six offices internationally." Others are also getting active. Take for instance id8Labs one of the country’s
largest online and digital media agencies. It has acquired the business franchise of eDesign Tree Inc here, which
specializes in providing interactive and digital marketing services to the IT industry. Meanwhile, Indian advertising
agencies have also launched their digital arms. For instance, Percept Holdings launched Percept Knowrigin and Arms
launched Arms Digital recently.

Amit Tripathi, MD of id8Labs explains the reason for the frenzy. "Worldwide interactive ads account for 8% of media
spend and is slated to grow to 15-16% shortly. In India it only accounts for 1.5%. So the opportunity is huge", says Mr
Tripathi. The Indian agencies are also keen on raising funds to expand. For instance, Pinstorm is looking to raise money
to fund global acquisitions and Interactive Avenues received VC funding from Sequoia Capital. Mr Tripathi of id8Labs
adds; "We are also planning for private equity funding of $7-10 million." And the word is out that salaries have also
touched the sky in this sector. Manish Vij, co-founder of Quasar Media, points out, "There are limited professionals in
the country to understand online well. This is a case with most of the other high growth industries. There are other
strategies to counter this and one of them is developing people from other industries, which we have successfully
achieved." Agrees Murthy of Pinstorm, "Salaries have gone up tremendously. We have also opened a Digital Marketing
Institute with IAMAI (Internet and Mobile Association of India). This industry will soon require around 30,000
professionals." Even id8Labs is hiring 150 people during the year to scale up operations. It’s a big story waiting to
unfold. In fact, IBM Global Business Services in its new report, forecasts greater disruption for the advertising industry in
the next five years than what occurred in the previous 50 and all because of the Internet. Th e report states that
increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how
advertising is sold, fashioned, chomped through and tracked. And soon who knows, we might soon find premier
management institutes in the country offering diplomas in digital marketing!


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Of beauties and best buddies
Source: DNA, Date: Nov 18, 2007
Guess who’s alike in tinseltown and why Priyanka Chopra reigns the world. David Mehta tells you the hows and whys of

Bank on Piggy
In the bitchy world of Bollywood where actors seldom agree on something, these days there is unaninmous lehar
(wave) on who is the numero uno actress at the box office. It is none other than Priyanka Chopra. Preity Zinta is facing
mid-life crisis, Rani is in demand only at YRF, Katrina is just about stepping out of Salman’s shadow, and Bipasha is too
busy with John to concentrate on movies. The only two girls who are in the last lap with PC are Lara Datta and Vidya
Balan. Like Akhsay Kumar, PC’s rise has been commendable because she has done it without any movie from box
office leader Yash Raj Films. If you are wondering why Piggy Chops hasn’t yet signed a YRF film maybe it’s the same
reason why Asha Bhosle hasn’t sung for the banner for ages: someone in YRF really loves her a lot!

Akki’s thumbelina
You would think that one thing corporations entering the film biz would be good at is time management. That’s at least
what Akshay Kumar thought when he signed on the dotted line with Percept Picture Co for Nagesh Kukunoor’s Eight by
Ten (earlier titled Tasveer). The Canada schedule, which was to wrap up almost 80 per cent of the film, was a total
disaster because of production mismanagement. Most of the time Akshay was busy twiddling his thumbs — not a bad
thing to do when you are being paid 12 crores for it! A crew member tells me that AK is so pissed off that he has no
dates for them till the end of next year! Sigh. Whatever happened to the talent management biz that Percept launched?
Meanwhile, did you know the new SMS joke in Bollywood? Nagesh is so busy shooting films that he has no time to edit

Directors’ blues
Ram Gopal Varma and Sanjay Leela Bhansala are as different as chalk and cheese, right? Not really. Both are
mavericks obsessed with their film-making, oblivious to what works at the box office. As someone remarked, there is
also a striking resemblance in the sensuous manner they present their protagonist. Check out the manner in which Jiah
was picturised frolicking with the gushing hose-pipe in Nishabd, and take a look at the towel dance sequence of Ranbir
in Saawariya! Some moons ago, the two directors’ paths crossed at Mehboob Studio. RGV asked excitedly, “Sanjay,
how many shots do you can in a day?” “Sometimes two or one,” came the terse reply. RGV smacked his lips and
proudly stated, “Oh, I do about 15 or 16!” Well, well, don’t ask me whose film is better!

Koko, the pug!
Nah, this column doesn’t talk about romantic liaisons. So if you are looking for some juice about Saif-K areena or
Shahid-Vidya please turn the page. However, in Bollywood, if you are pitching for a film, you need to firmly grasp the
professional compatibility meter. For example, it’s a bad idea to cast Salman and Priyanka these days, or John and
Kareena. But if you want to cast Konkona and Irfan in a project, bingo, you are on! Konkona makes it quite apparent
that she is in, if Irfan is. Which is why when Irfan walked out of the first schedule of the Pankaj Advani directed and
Anubhav Sinha produced Sanket City, Konkona packed her bags too. Maybe Hutch should replace the pug with Koko in
their next commercial
featuring Irfan.

Bollywood rakes in foreign funds
Source:, Date: Nov 20, 2007
The Indian film industry is on a roll, flush with money from a strong economy and strengthened by partnerships with
foreign players and funds from overseas listings. Young people with cash to spend are filling new cinema complexes
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and their numbers are attracting the attention of the world's biggest production houses, led by Sony Pictures. Sony's
recently released Saawariya is the first big-budget Hindi movie fully financed by a top Hollywood studio. The romantic
musical is directed by top Indian director Sanjay Leela Bhansali, whose earlier productions include the blockbuster Hum
Dil De Chuke Sanam and the critically acclaimed Black. The initial reviews and response to Saawariya, which has also
been released in the US, have been lukewarm, with the movie overshadowed by another big release, Om Shanti Om,
starring superstar Shahrukh Khan. There are indications, though, that Saawariya, with its slow-paced and aesthetic
appeal, is picking up viewers in Britain and the US. Its release has undoubtedly signalled that Hollywood's biggest
studios, which have been active in the past few years as distributors of Hindi movies abroad and English productions
within India, are willing to increase their bets in the country, even if the investments are still a fraction of the amounts
poured into a typical American movie. Other recent Hollywood agreements for future Indian productions include Warner
Bros with veteran producer Ramesh Sippy, the maker of the classic Sholay; and Walt Disney will make animated
movies with Yash Raj Films, featuring a mix of picturesque song and dance sequences, action, melodrama and

Indian production house UTV, through tie-ups with Fox and actor-producer Will Smith, has joint projects with Hollywood
studios valued at about US$40 million. Paramount Pictures has floated Viacom-18, a joint venture with Indian television
news broadcaster TV18. Sony has also signed a deal with Eros International to produce as many as six films budgeted
in the US$5 million-US$10 million range. In most cases the foreign finance is at least 50% and in some the movies are
fully funded. ''We would like to invest in others [apart from Yash Raj] also on an ongoing basis," Mark Zoradi, Disney's
group president, has been quoted as saying. The estimated US$5 billion Indian Hindi film industry, or Bollywood, churns
out more than 400 films a year with a wide range of themes. Throw in the Tamil and Telugu films, with their legion of
diehard followers, and the total number of movies being made annually in India tops 1,000. The new money flowing into
the business may be marking a change of culture behind the screen.

Traditionally, individual Indian Hindi movie producers have sought sponsors as colorful as their productions, winning
backing from dubious underworld connections and the unaccounted black money of rich businessmen, ranging from
jewelers to diamond merchants, and landlords to stockbrokers. Many in the industry have therefore welcomed the
arrival of organized money and professional practices, which has been helped by the federal government easing rules
to allow financial institutions to partially fund productions. Indian business groups such as Network 18, the Reliance-Anil
Dhirubhai Ambani Group (R-Adag), UTV, Percept Holdings, Carving Dreams Entertainment, Eros and Saregama are
estimated to be backing up to 150 films with an investment of more than US$1 billion. With the influx of funds, top stars
such as Hrithik Roshan and Akshay Kumar have been snapped up for multi-film deals for record-breaking amounts.

The general public can also join in the investment scramble. Indian Film Co. and UTV have tapped the London Stock
Exchange's Alternative Investment Market, while Prime Focus and K Sera Sera have turned to the Indian stock markets
for cash. Enthusiastic backing for the Indian film industry goes hand-in-hand with the country's booming economy,
which is consistently clocking up annual growth of more than 9%. New cinemas are an increasingly common site in
urban areas, with 325 multiplexes and 12,000 single screens in India in 2006, according to industry lobby Federation of
Indian Chambers of Commerce and Industry. Within the next four years, PVR, Inox Leisure, Shringar Films and Adlabs
alone are expected to add more than 650 screens. Filling the seats are fans from a large and young multi-lingual
population happy to spend from good incomes earned in retailing, software, finance and other sectors at the center of
India's economic growth. The added investments may double the size of the Indian movie business every three years
over the next decade or so, according to some investments.

Hollywood studios are already familiar with the increasing enthusiasm of Indian moviegoers, reared on Hindi
productions, for English-language films. Last year, 75 mostly English-language movies earned more than US$50 million
at the Indian box office, up from 55 films and US$20 million in 2005. Sony Pictures has already grossed US$25 million
this year, according to reports, crossing this mark for the third time in a row, which the company has said is a record for
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Hollywood studios in India. Speaking to reporters at the premiere of Saawariya, Gareth Wigan, vice chairman of Sony's
Columbia TriStar division, said: "India has a huge movie-going population. Even if you forget the little pictures, it still
supports 400 movies a year." It is not only Indians in India who are fuelling their country's movie boom and encouraging
corporate investors to pour money into the entertainment sector, especially Bollywood and TV. The growing overseas
population of Indians, ranging from computer software specialists and their families in California to construction workers
in Saudi Arabia, keep in touch with their home culture through movies and soap operas. The over 20-million strong
diaspora is estimated to have a combined wealth of more than US$350 billion.

Foreign moviegoers are also increasingly keen to look beyond the staple Hollywood fare to movies with indigenous
flavors. Crossover movies, such as Bend It Like Beckham, made in English, with a mix of Indian and foreign actors that
include Keira Knightley, have a dedicated following and rake in profits given the usually low budgets. Some of the
biggest earners in the recent past such as Main Hoo Na, Kabhi Alvida Na Kehna, Kal Ho Na Ho, Kriish, Salaam
Namaste, have had noted success abroad, while some have been shot entirely on international location.

People Post
Source: HT Mint, Date: Nov 20, 2007
Rajiv Bahadur has joined Percept H, an arm of Percept Holdings Pvt. Ltd as associate account director. He will be
looking after the Sahara Filmy account. Bahadur comes from Interface Communication, where he was working as a
group account manager.

Percept/H wins brokerage firm account
Source: Times of India, Date: Nov 21, 2007
Prabhudas Lilladher (PL), one of India’s oldest brokerage firms, has signed on Percept/H for its creative duties. Arun
Sheth, chairman and managing director of Prabhudas Lilladher Group, says, “Our company has been a low profile one
until now.” Now, with its brand building campaign, the group wants to expand its reach in the retail segment. Ajay
Chandwani, CEO, Percept/H, says, “We presented a new corporate identity and a corporate image strategy that aims to
project PL as a strong institutional and retail player.”

The blitz is here in Bollywood
Source: Times of India, Date: Nov 21, 2007
Trade estimates show that the marketing budget of two of this year’s biggest releases—Om Shanti Om and
Saawariya—were the highest ever. While OSO reportedly had around Rs 7 crore earmarked for its marketing,
Saawariya, backed by global giant Sony, is believed to have involved double that amount for creating pre-release hype.
Sources at Sony Pictures refused to comment on the exact amount they had allocated for marketing their firstborn in
Bollywood. But insiders pointed out that if the money spent by Sony Pictures, Sony BMG, Sony Ericsson, Neo Sports,
Pantaloons and the others who backed Saawariya was added up, it would definitely be something in the region of Rs
14-15 crore.

Naveen Shah of P9, marketing brain behind endeavours like Krrish, says, “Don’t let the numbers take you by surprise.
The marketing era in Bollywood has only just begun. In 2006, films like Dhoom 2 and Krrish had set asideRs 2.5 crore
for marketing. This year, Saawariya has further raised the bar.’’ Trade guru Amod Mehra says, “I think the marketing
expenditure for these two films are more than justified because OSO has made a killing in the first three days. And
though Saawariya proved to a disappointment for viewers, it’s not a washout at the box-office.’’

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Another market source said Saawariya managed to generate the initial numbers because of the hype surrounding it.
“So, the Rs 14-15 crore that was allotted for the film’s marketing prevented it from sinking abysmally.’’ The trade is of
the view that the marketing budget of a movie will play a bigger role in future. “By creating an artificial demand, the hype
around a film actually helps generate the numbers in the first three days,’’ explains Shah, adding, “Hollywood has been
doing this successfully for 30 years now. Funny that Bollywood has taken note of this marketing truth only now.’’ The
marketing template that Bollywood has used since Yash Raj’s Hum Tum (2004) is the same. Lead actors have been
making standard appearances on television serials/reality shows, followed by a blitzkrieg of electronic and print media
interviews. “It is because of this that monotony is setting in,’’ says a public relations man. “How often can a monkey
amuse you with the same tricks?’’

There is also scepticism in the trade about the kind of unorthodox tie-ups that films have been inviting just to take on
one another. After OSO tied up with Shoppers’ Stop for a clothing line, Saawariya joined Pantaloons for a bed linen
range. So, do Saawariya and bed linen gel? Says Shah, “Pantaloons, which knows the retail market inside out, felt the
design of Saawariya lent itself naturally to a bed linen range.’’ Shah argues that there is a method in the entire
madness. Siddharth Roy Kapur of UTV says, “Film marketing is in an interesting phase right now. As our next film Goal
is a sports-based film, we’ve tied up with Reebok. For Rang De Basanti, a film that kindled patriotic fervour, we had
agreat campaign with Coca Cola.’’ An interesting observation is that 2007 has also been the year of a film like Bheja
Fry, with a meagre marketing budget of Rs 45 lakh. Pundits may argue that hype and hoopla are a must if a film has to
make a killing but it should also be noted that Bheja Fry earned a revenue of Rs 21 crore for its makers. We rest our

The ‘Million Dollar Arm’ talent hunt
Source: Hindu Business Line, Date: Nov 21, 2007,
Percept D’Mark (PDM) International and the California-based 7 Figures Management launched the ‘The Million Dollar
Arm’ contest on Tuesday to identity the fastest baseball pitcher in India. The winner of the contest will receive a cash
prize of $50,000 and will be trained in the United States for 10 months in order to prepare for a professional career for
the 2009 season. The winner of the grand final will receive an additional $50,000 should he exceed a speed of 95 plus
mph in three consecutive strikes. The final will be held in Mumbai in March 2008. “If the winner represents a cricket club
registered with the State association, the club will gain by $50,000. The club can use the money for development
activities,” said Sanjay Lal, Managing Director, PDM International. Titled ‘The Million Dollar Arm Talent Hunt,’ the
competition will be open to all sportspersons. The qualifiers from 12 cities — Chandigarh, Delhi, Lucknow, Kolkata,
Bhubaneswar, Cuttack, Indore, Ahmedabad, Goa, Bangalore, Chennai and Hyderabad — will undergo a rigorous
training camp under experienced international scouts for five days.

‘Hanuman Returns’ postponed
Source: DNA, Date: Nov 21, 2007
The release of Anurag Kashyap’s ‘Hanuman Returns’ has been postponed by a week after it was learnt that the film
was clashing with Aamir Khan’s directorial debut ‘Taare Zameen Par’. ‘Hanuman Returns’ will now be released on
December 28. However, the producers of ‘Hanuman Returns’, Percept Picture Company, claim that it was Aamir who
requested them to postpone the release as he did not want the film’s release to clash with his. Says Shailendra Singh
from Percept, “I respect Aamir’s sentiments as this is his debut as a director.”


Percept to release 'Hanuman Returns' on 28 December
Source:,, Date: Nov 22, 2007
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Percept Picture Company (PPC) will release the sequel Hanuman Returns on 28 December. Percept has sold the
music rights to T-Series for an undisclosed amount. Said Percept Holdings Joint MD Shailendra Singh, "The Hanuman
in this film will have a different look from the previous one. PPC will also extend Hanuman through series of animation
and live action films in future." Hanuman Returns will be released in 500 prints and an additional 250 digital cinemas
across three languages - Hindi, Tamil and Telugu. Hanuman Returns will also be made available in international
languages. Said PPC CEO Preet Bedi, "Hanuman has the potential to be a globally recognised brand. We will release
the film not only on a national scale but also in various international languages." Percept is investing Rs 240 million in
producing and marketing the movie. Said Singh, "Indian kids dwell on Superman and Spiderman stories. We thought of
giving them a local hero. We have spent around Rs 240 million to produce and market the film in an attempt to create a
global Indian hero called Hanuman." Jump Games will launch the Hanuman video and mobile games for download
across the world. This will be made available from the day the movie releases. Said Jump Games CEO Salil Bhargava,
"Animated films have always been a great content source for gaming. With a larger than life character like Hanuman, a
game holds incredible scope."

Future Group, Jump Games, Baskin Robbins, D'damas and Camlin have been roped in for Hanuman's branded
merchandise. D'Damas has introduced Saumya collection line, based on the core values of religion and spirituality. The
film has been directed by Anurag Kashyap and music is composed by Tapas Relia who also gave tunes to Hanuman.
The characters of the film - RahuKetu, Guru Shukracharya, Narad Muni, etc - are also a part of the 360 degree
promotional campaign planned by the company. Said Bedi, "It's a family film and to reach out to them directly, we have
planned extensive on-ground activities wherein these characters will visit places like malls where we will give away
prizes to people who spot them. We will also plug in some radio contests." An interactive website on Hanuman Returns
will also be unveiled as the date for release approaches. Developed by Toonz Animation, Hanuman Returns is primarily
a 2D animated feature film with 3D effects. Toonz Animation chief creative officer Hari Verma said, "Freshness in the
story line thought process and styling makes this film a truly different experience."

An electrifying eve
Source: Times of India, Date: Nov 22, 2007
Tuesday night, the city burned, as Mumbai witnessed a frenzied bevy of electronic music enthusiasts with DJs Nikhil
Chinappa, Pearl, Karan Third Eye and John 00 Fleming. They spinned into the wee hours of the night at the Sunburn
Release Party — a unique concept presented by Smirnoff and PDM Entertainment. John 00 Fleming stepped in on the
dot of midnight and got the crowd going crazy till the wee hours of the morning and left his fans, well, sunburning for
more. Enjoying the event, Asif Adil, MD, Diageo India Pvt Ltd said, “Smirnoff, the worlds most loved vodka, has always
been a trendsetter and believes in creating some of the most enriching life experiences for its consumers. The Sunburn
festival is about creating and enjoying life’s unique experiences and who better than DJs like John 00 Fleming, Pearl,
Nikhil Chinappa and Karan Third Eye live to give us a flavour of the excitement awaiting us!”

Joining in the fun was Shailendra Singh, Joint MD, Percept Holdings, who said, “The atmosphere here is simply
awesome. The release party was just a peek preview to the kind of music and frenzy awaiting the shores of Goa in
December at the Sunburn Goa 2007 festival. DJ John has rocked the floor tonight. This genre of music is extremely
catchy and the turnout has been fantastic.” Also at the party were Devraj Sanyal, CEO, PDM India, Sunny Sara, Suvedh
Lohia, Nauheed Cyrusi, Sapna Bhavnani, Neha Sareen, Pia Trivedi, Shruti Sharma, designer Babita Malkani, Rajesh
Khera and Kabir Sadanand. “The pre-party is already warming up to the festival in Goa. This has gotten me really
excited,” said John 00 Fleming. This Sunburn Release Party, hosted by Aman Anand, COO, PDM Entertainment and
Festival director, Sunburn, gave guests a peek preview to the kind of music that awaits them at the Sunburn Goa 2007

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Hanuman Returns Mobile Game Announced by Jump Games
Source: Hindustan Times, Asian Age,, IANS,,,,,,, Date: Nov 22, 2007
On Wednesday, at a press event, Jump Games, the leading game developer in the India announced its partnership with
Percept Picture Company (PPC) to introduce a series of mobile games based on its upcoming animated film ‘Hanuman
Returns’. Under this association, Jump Games will exclusively create and distribute Mobile game titles based on the film
Hanuman Return, for two years. Hanuman Returns is a Hanuman series film in which the Indian superhero is reborn on
earth with the blessings of Lord Brahma. The game will take the player on Hanuman’s exotic journey across jungles and
outer space. Hanuman, the superhero’s mission is to fight against evil forces sent by devil characters like Guru
Shukracharya and Rahuketu. Though Hanuman is a kid character, it is shown to be brave and always ready to fight with
his mighty weapon ‘The Gadda’.

Salil Bhargava, CEO, Jump Games said in the event, “Hanuman Returns is a brilliant game that will definitely appeal to
audiences globally. This was a novel initiative for us and we’ve created a game that rightfully recreates the experience
of the animated film Hanuman Returns on to the mobile platform. It’s been a great association with Percept Pictures and
we are in the process of creating a series of games based on the animated film in coming months. Hanuman Returns
games series will definitely be something to watch out for.” Bollywood personality David Dhawan and Hanuman
Return’s Director Anurag Kashyap were also present at the event. The game will be released in December 2007 in
India. In addition, Jump Games is also planning to hold a contest around the mobile game Hanuman Returns as a part
of the promotional activi ty.

Making ‘Hanuman’ a global superhero
Source: Financial Express, Date: Nov 22, 2007
After ‘Spiderman’ and ‘Superman’ flew into Indian hearts, it’s now the turn of India to take its superheroes abroad.
Percept Picture Company and Toonz Animation, which is releasing 'Hanuman Returns’ on December 28, is striving to
achieve just that. The 2D animated film with 3D effects will have 500 prints and an additional 250 in digital cinemas in
three languages - Hindi, Tamil and Telugu. CEO of Percept Picture Company Preet Bedi said, “Though there have been
so many mythological heroes, none of them are recognised globally. With Hanuman, we want to create a international
superhero from India.” Currently, the animation industry in India is around Rs 100 crore and is expected to grow 40-50%
every year. Percept has tied up with the Future Group, Jump Games, Baskin Robbins, D’dmas and Camlin, among
others, for promotional activities. Pantaloons Retail, which has been merchandising for various movies, has
conceptualised about 70-75 products like tiffin boxes and toys based on various characters from Hanuman Returns.

Jump Games will create and provide a movie-based game on the mobile. Initially, the game can be downloaded at
kiosks in theatres across Mumbai and Pune. Every print of the movie will carry a 10 seconds clip of the game, along
with a short code that will enable viewers to download the game. Jump Games has invested about Rs 30 lakh for this
project and will be tying up with all major service operators. Salil Bhargava, CEO, Jump Games, said, “Our game based
on the Japanese character Power Ranger by Disney had one million downloads. For Hanuman, we are expecting


Jumping Jack returns
Source: Hindustan Times, Date: Nov 23, 2007
What - Launch of Hanuman Returns, Where - Taj Lands End, Bandra

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Who - David Dhawan, Shailendra Singh, Anurag Kashyap., Hanuman Returns was launched at an event where several
kids danced to its music. Characters from the film traipsed in their attire at a special fashion show. Shailendra Singh and
Anurag Kashyap were spotted.

Hanuman Returns to have 500 prints release
Source: IndiaGlitz,, Date: Nov 23, 2007
Hanuman Returns would have a mega release. It will come at 500 prints and an additional 250 digital cinemas across 3
languages, Hindi, Tamil and Telugu. Says Mr Preet Bedi, CEO, Percept Picture Company, " Hanuman was a movie that
achieved dizzying heights of success; and with Hanuman Returns Percept Picture Company vies at delighting
audiences furthermore. Hanuman has the potential to be a globally recognized brand and thus we intend to release
Hanuman not only on a national scale but also in various international languages This is to ensure everyone gets an
opportunity to view this visual treat." "There have been so many mythological heroes but none of them are recognized
globally. "With Hanuman we are creating a truly global super hero from India" concluded Mr Bedi. Hanuman Returns is
primarily a 2D animated feature film with 3D effects which will keep the viewers entertained and ensure that they are
completely glued to the screens.

Says Hari Varma, Chief Creative Officer (CCO), Toonz Animation, "Hanuman Returns" is a film with fresh energy.
Making a sequel greater than the earlier one is not a small challenge and I think this is achieved to a great extent due to
collective and coordinated team effort from the entire crew involved from script to screen." He adds, "Freshness in the
story line thought process and styling makes this film a truly different experience. I am sure every one, children and
adults alike, will enjoy the experience of seeing our super-hero's return and saving the mankind from the wrath of an
entity created by them."

Hanuman to return with goodies galore
Source: Business Standard, Date: Nov 23, 2007
Percept Picture Company to launch merchandise based on the super-hero. The Indian super-hero Hanuman will soon
make a dashing appearance not only on the silver screen but also in stores. Hanuman Returns, made by entertainment
company Percept Picture Company (PPC) and Toonz Animation India, is ready to enter the market with over 270
merchandise. The film is a sequel of the blockbuster animation movie Hanuman. Cashing in on the hype the first film
created, PPC will offer Hanuman Returns’ merchandise — which includes accessories, apparel, stationery, toys, books,
crockery, and soft toys— across Big Bazaar’s 300-plus outlets. The price will be in the range of Rs 20 to Rs 2,000.
Interestingly, jewellery brand D’dmas has designed exclusive pendants inspired by the film. The publishing partner for
the books is Delhi-based Junior Diamond. It has sold the music rights to T-series. PPC has sold the merchandising
rights at a minimum guarantee, and the company will earn 70 per cent as royalty. “We have spent close to Rs 3.5 crore
for developing the merchandise for the 270 products. We hope to earn over Rs 20 crore from the products alone,” said
Shailendra Singh, joint managing director, Percept Holdings (the holding company of PPC).
The budget of Hanuman Returns is said to be around Rs 25 crore. The film is slated to hit the theatres in December
with around 550 prints in India. Gamers too can dot on Hanuman games. Jump Games has tied up with PPC to launch
online and mobile games based on the character. Besides, PPC has signed up Microsoft for its console game XBOX
360 and broadband Internet connection XBOX Live. If Hanuman was a mythological character-based animation film,
Hanuman Returns goes a step forward — it shows the character as a mythological super-hero. Clearly, the
merchandise and other initiatives are no longer film-led, instead they are character-led this time. “Our aim is to develop
Hanuman as a brand,” added Singh. Little wonder that the production house is soon starting work on Hanuman 3, titled
Return of Ravana. The film, which may release in early 2009, will have a global story, featuring Ravana born in
Manhattan. The budget of the film is believed to be nearly $10 million.
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Hrithik Roshan may dub for English version of Hanuman Returns
Source:,,, Date: Nov 25, 2007
Hanuman, the animation film for children was quite a hit with the little ones and now the makers will soon release the
sequel to it, titled Hanuman Returns. The film will be released in six different languages and Hrithik Roshan has been
approached to dub for the film’s English version. The film will be dubbed in Hindi, English, Bhojpuri, Tamil, Telugu, and
Kannada. Percept Picture Company which is producing Hanuman Returns is very keen to have Hrithik Roshan dub for
the voice in the English version as Hrithk’s superhero character Krrish was very popular with kids. Hrithik had portrayed
the character of superhero Krrish and he is well associated with that character. Hrithik has also worked with Percept in
many ad films. He has just wrapped up the shoot of his epic film Jodhaa Akbar and is taking a break, so he also has the
time to take up this project. Managing director of Percept, Shailendra Singh said “Yes we are keen to have Hrithik
Roshan as the voice of Hanuman. I will be speaking to him soon and we hope that he will agree to be part of our film.”
In the film Hanuman, Mukesh Khanna was the voice of Hanuman. If Hrithik lends his voice for Hanuman, it will be an
added attraction for kids. Hrithik supposedly also wants to play a villain in Krrish 3 . Recently it was being said that
Hanuman Returns as well as Aamir Khan’s directorial debut Taare Zameen Par which is a children’s film will release on
the same date, December 21. However Aamir was not too happy about this as he felt it did not make good business
sense, hence he requested the makers of Hanuman Returns to postpone their film. Hanuman is a popular god and little
kids have really taken to the cute animation of the character.

Desi babu, angrezi game
Source: Mumbai Mirror, Date: Nov 25, 2007
Hrithik Roshan may be the voice of Hanuman, in the English version of Hanuman Returns. If all goes well, Hrithik
Roshan will be the voice of Hanuman in Hanuman Returns. The film, which is a sequel to the successful animation film,
Hanuman will be dubbed in six languages. Hrithik has been approached to dub for the film's English version. Hanuman
Returns will also be dubbed in Hindi, Bhojpuri, Tamil, Telugu and Kannada. Our source from Percept Picture Company,
the producers of Hanuman Returns, says, “Percept is very keen on having Hrithik Roshan as the voice of Hanuman
since he already has the image of a superhero after of Koi Mil Gaya and Krrish. Also, PPC has a great working
relationship with Hrithik. The actor has worked with PPC on many ad films.” “Hanuman is the most well-known Indian
superhero and Hrithik is the ideal choice. Also on the work front, Hrithik is not doing any film apart from Jodhaa Akbar.
Since Jodhaa Akbar's shooting is complete, so he has enough time to concentrate on dubbing for Hanuman Returns,”
adds the source. Shailendra Singh, Jt. Md, Percept Holdings, says, “Yes we are keen to have Hrithik Roshan as the
voice of Hanuman. I am sure he will be the voice of Hanuman as we have had a strong working relationship in the past.
I will be speaking to him on Monday and hope that he will agree to be part of our film.” Mukesh Khanna (best known for
his role as Shaktimaan) was the voice of Hanuman in the original film. Hanuman Returns will release on December 28.

Home entertainment spells big bucks
Source: Times of India, Date: Nov 26, 2007
Until about a couple of decades ago, cash registers ringing in cinema theatres were the only indicator of financial
returns from a movie: Whether in Hollywood or our very own Bollywood. Not so any more. The trend of continuous
returns from a film began — and it would be hardly surprising — from the Mecca of movie-making: Hollywood. Back in
the 1980s, if Hollywood's earnings through cinema hall releases were $4 billion, the returns from the video circuit (in
comparison) were a piffling $200 million. By 2003, the plot had changed — and how: Hollywood blockbusters raked an
astounding $18.9 billion from video releases and just about $7.48 billion from theatres. Something similar has started to
happen in India. Preet Bedi of Precept believes that like Hollywood, Bollywood too is warming up to the idea of home
entertainment market, realising that it can generate as much if not more than the box office. And look who has profited
from this: Aamir Khan held on to the home video rights of his blockbuster Lagaan for six years. Finally, a couple of
months ago, Khan gave Excel, a DVD and VCD distribution company, the nod to release its video in the market. While
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they expected the film to do well on the DVD/VCD circuit, the numbers took them by surprise. Lagaan sold 2.5 lakh
copies, says Excel's M N Kapasi, and claims it has outstripped Sholay. Hanuman, an animated flick, sold 3.75 lakh
copies across the counter. Ashok Ahuja of Percept Picture Company, which released the video, confirmed the numbers.

Back-of-the-envelope calculations reckon DVDs and VCDs generate roughly Rs 800 crore in business. But there's a
caveat: Piracy is high. What comes to the producers from DVD and VCD sales, therefore, is estimated to be in the
region of Rs 400 crore. In Bollywood, which conservative analysts say is worth Rs 10,000 crore, this number may not
sound much. But consider this: Last year, sales from film DVDs and VCDs generated barely Rs 200 crore. To that
extent, business has gone through the roof and the indication is that a few years from now, sales from this part of the
business will overtake what a producer earns from a theatrical release. Perhaps, this explains why players like Moser
Baer (which has bought collections of Bombino, Indus and Ultra), Excel Home Videos, T-Series, Eros, Eagle, Yashraj,
Sa Re Ga Ma and Shemaroo are gung ho — despite the fact that piracy is hurting them hard.

Home is where the moolah is
Source: Times of India, Date: Nov 26, 2007
The growth of Bollywood’s home entertainment industry has a precedent in the West. In 1980, Hollywood earned $4.40
billion by putting movies into cinema halls and $200 million by releasing them on the video circuit. Five years later,
earnings from theatrical releases plummeted to $2.96 billion even as video sales sky rocketed to $2.34 billion. Those
were painful times for Hollywood. Much water has passed under the bridge since then. By 1990, the home
entertainment economy took over and earnings from video sales outstripped that from theatre releases. The most
reliable data in the public domain dates back to 2003. It indicates major studios no longer depend on theatres to rake in
the moolah. In that year, DVD sales got them $18.9 billion, while the theatres bought in less than half at $7.48 billion.
Something similar has started to happen in India. Preet Bedi of Percept believes that like in Hollywood, Bollywood too is
warming up to the idea of a home entertainment market. Perhaps, that explains why players like Moser Baer (which has
virtually bought out the collections of Bombino, Indus and Ultra), Excel Home Videos, T-Series, Eros, Eagle, Yashraj,
Sa Re Ga Ma and Shemaroo are gung ho—in spite of the fact that rampant piracy is hurting them real bad. “Returns
from home videos will be sky-high once piracy comes under control,’’ says Amod Mehra, a trade analyst.

Percept's Allied Media bags media duties for Franchise India
Source:,,,,,, Yahoo India,,,,,,,, Date: Nov 26, 2007
Allied Media Integrated Communications, the media arm of Percept Group, has bagged the media duties for Franchise
India Holdings Limited (FIHL). The account size, according to Percept, is Rs 200 million. Allied Media Integrated
Communications will offer FIHL, a franchise solution company, a 360 degree media service which encompasses
strategic planning, media buying and implementation. FIHL CEO Sachin Marya said, "The franchising market is growing
at 30-35 per cent now. Estimated at Rs 100 billion, the franchise industry has about 1,500 home grown franchisers.
"Around 350 brands from the US and 200 from Australia are keen to have their presence through franchisees. Several
other brands from Europe and South-East Asian countries like Malaysia and Singapore are also interested. The
companies prefer franchising as it spreads business and risks while giving high-value income. Moreover, freedom from
staffing and operational involvement gives them more chance to invest in research and development."

Allied Media Integrated Communications COO Shripad Kulkarni said, "India is now the world's second largest franchise
market and sectors such as retail, food, information technology and education set to witness a boom in franchising.

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As the retail business in India is trying to move from 3 per cent under organised sector to 5 per cent, it opens up huge
opportunities for franchising. We will leverage our Group's expertise in delivering 3600 Solutions and ensure that
Franchise India will reach out to all their target audiences through very innovative media vehicles and strategies."

Brand Kumble ads more value Brand Kumble ads more value
Source: The Economic Times, Date: Nov 27, 2007
Like his nickname Jumbo - a tribute to his ability to extract phenomenal bounce - Anil Kumble’s brand valuation too is
taking off. While the Test captaincy may have come late to him, advertisers are wasting no time wooing the leg-spinner.
Basking in the glow of a win against arch rivals Pakistan, Kumble has been won over to endorse ING Vysya and is now
in talks with three more brands, including an international clothing label. Advertising industry sources say that Kumble,
who was in little demand before being thrust again into the limelight, now commands a brand valuation of between Rs
70 lakh and Rs 1 crore The 37-year-old, who signed a deal to endorse Manipal Education just a few days ago, has
previously been associated with Samsung, IOC and Indigo Nation. As more brands choose the lanky cricketer as their
ambassador, some experts are cautious about attributing the increased attention to his one-game captaincy and say
that cricket alone is not responsible for Kumble’s standing. “Brands want to work with Anil Kumble irrespective of him
being a captain or not. His association with brands goes beyond him being a cricketer. He lets the game speak for him
and is non-controversial,” says Sundeep Gulrajani, GM of Athletes1 India, the sports marketing company that manages
Anil Kumble.

Athletes 1 is now planning to launch a coffee-table book capturing India’s highest wicket taker’s passion for
photography. And his age, too, is likely to work in his favour. Industry experts believe that Kumble’s endorsement story
too will not be run-of-the-mill. “His winning debut has surely opened doors for him. His qualities - he is a quiet thinker
and a family man - will make him more approachable to marketers from the field of financial services and education,”
PDM Sports COO Roland Landers said. “Anil Kumble represents the qualities that Manipal Education expects to
represent: he is an engineer and an honours student; he has excelled in sports and therefore has all-round values that
we would like to believe that we as an organisation have,” Manipal Education CEO Anand Sudarshan said. Kumble also
gets high marks for his cricketing intelligence, characterised by an adventurous streak and willingness to experiment.
“As a captain, I would rate Kumble’s performance as seven out of 10. Kumble has more personality than Rahul Dravid
and better as a tactician than Sachin Tendulkar,” Mr. Landers says. Yet there are a few who think that the victory
against Pakistan will not have an immediate impact. Collage Sports Management director Latika Khaneja: “His intensity
and passion are unquestioned. There would be no immediate effect on the brand valuation but if he continues to be a
captain then things can come his way.”

Now, the merchandise dream factory
Source: Financial Express, Date: Nov 27, 2007
Long before Sanjay Leela Bhansali’s Saawariya and Farah Khan’s Om Shanti Om battled it out at the box-office, both
the films tried to outdo each other at off-screen marketing initiatives too. To mention just a handful, while Saawariya
signed a deal with the Future Group, worth Rs 10 crore, for merchandising products like apparel, bed and bath linen,
and beauty products, the Om Shanti Om team tied up with Shoppers’ Stop for Rs 6-7 crore and also with brands like Sia
Jewellery and Nokia. Both films left no stone unturned in tapping revenues through merchandising and “outside
associations” with other brands. It was a trend started by the Barjatyas way back in 1994 with Hum Aapke Hain Kaun
when the traditional film production house tied up with Archies for merchandising the film. Now, most filmmakers strive
to earn big bucks through various alternative revenue streams. And though the Indian film industry is nowhere near
what Hollywood has managed to achieve in merchandising—think Spiderman, Harry Potter or, perhaps, the best
example of all, Star Wars, it is waking up to the potential of merchandising and outside associations as a major revenue
magnet. Says Sheetal Choksi, customer care associate and VP marketing and communications, Shoppers’ Stop: “Tie-
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ups and brand deals are mostly made for a relevant merchandise association. We felt that Om Shanti Om was the right
film for us to associate with. Outside associations help to market a film but it is not just about merchandising and tie-
ups, the brand should target the right kind of consumers as well”. So, while it’s too early to call film merchandising an
allied industry in India, according to Darshana Bhalla, CEO, Madison MATES, “given the retail boom in the country,
merchandising adds to the marketing muscle of the film.” But she also points out that to make film merchandising and
outside associations work as a separate revenue model, producers need to invest more. “In India, products are
merchandised only in the country, whereas in Hollywood they are popularised across the globe,” she adds. That said,
according to industry estimates, though outside associations in India are still a small business opportunity, films can
recover almost 10%-15% of the costs through this non-traditional revenue model.

Navin Shah, CEO, P9, the company that did the merchandising for Saawariya, says the whole business of branded
entertainment is being driven by “outside associations” which is growing at a whopping 200% year-on-year. According
to Shah, any film if marketed well can surely leave an impression in the minds of the audience. “An outside association
helps in drawing attention to a film. The kind of association that is done for a film, however, has to be thematic and in
sync with the concept of the film.” That’s what forced the Barjatyas to refrain from merchandising for Vivah, a sleeper hit
starring Shahid Kapoor and Amrita Rao. “It is important for a film to realise that merchandising never works if it is not
done subtly. We were approached by various apparel and jewellery brands for Vivah and we found the proposition
rather tempting but we decided against it as it seemed like a force-fit,” says Rajjat Barjatya, MD, Rajshri Media. But
Barjatya admits that outside associations and merchandising help in generating a revenue stream that augments a non-
traditional revenue method and a marketing scheme which ensures that the brand breaks away from the clutter and
reaches the homes of consumers. Ask him why Hollywood is a master at merchandising and he quips: “Indian films are
story-driven, Hollywood films are character-driven, and thus it becomes easier for them to maximise revenues through
merchandising.” Seen from a marketer’s perspective, through outside associations, brands can reach out to consumers
in a completely non-competitive manner. But, points out Nabeel Abbas, CEO, Epigram, which promoted films like
Lagaan and Mangal Pandey, outside associations should be planned in advance and incorporated from the scripting
stage itself.

He cites Lagaan as an example. “While promoting Lagaan, a lot of curiosity was generated as the film market was new
to the concept of outside associations. Merchandising for the film started before the film released and was carried out
right till the film released. Brands like Britannia, Hotmail, MSN and Archies were roped in to promote the film.” But both
merchandising and outside associations have their limitations. “Merchandising as well as outside associations add to
the popularity of the film but it is through promotions that the film recovers maximum revenues,” explains Abbas. Also
involved with marketing the delayed Hrithik Roshan and Aishwarya Rai-starrer, Jodha Akbar, Abbas mentions that due
to the long period required for the release of a film, there are risks involved. “We have to analyse the market and see if
there is a demand for the product.” But Abbas also points out that within two to three years, outside associations should
be a major revenue stream as it is important to create film properties and franchise film products so that the film lives
longer. Says Shikha Kapur, assistant VP, marketing, motion pictures, UTV: “An outside association gives audiences the
broader picture of the film and makes them appreciate it outside theatres.” Dhan Dhana Dhan Goal, which is a UTV
production, has tied up with Reebok to merchandise Sports accessories and football apparel of the film. The
merchandise is already in Reebok stores. “Goal has entered into a 360-degree marketing deal with Reebok fashion.
The scale of the film was such that it lent itself to merchandising. Outside association of this manner is a small aspect of
the business revenue, but it helps to publicise the film,” adds Kapur. As Choksi points out: “Merchandising can
sometimes be very short -lived depending on the success of the film. There is a limited popularity period of any
merchandise that is associated with a film, which may last only up to eight to nine months after the film releases.” Bhalla
has a solution: “It is really important for a film to resort to in-film advertising together with outside associations and
merchandising as the brand lives in the minds of the consumer for a longer period.” But that’s another story.

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Percept H snaps up Prabhudas Liladher
Source: Financial Express, Date: Nov 27, 2007
Prabhudas Lilladher (PL), one of India’s oldest brokerage firms, has signed on Percept H for its creative duties after a
competitive pitch. Industry sources estimate the size of the account to be around Rs 5 crore. The corporate TVC will air
on business channels initially. For the record, PL has been a brokerage firm since 1944 and today offers portfolio
management services, corporate advisory services, equity and derivative broking, and online trading on its portal,

Percept’s Jungle to arrive before Yash Raj’s Dog
Source:, Date: Nov 27, 2007
They ventured into animation with Hanuman and created a completely new market. With their second animated outing
Hanuman Returns , they take it a step further as they make the film, a mixture of 2D and 3D animation. And now
Percept Picture Company is all set to make their first complete 3D animated film. Though tight-lipped about the project,
Shailendra Singh, joint MD, Percept Holdings revealed, “It will be Percept’s first complete 3D animated film and we will
make an announcement very soon. It will be based in a jungle and will arrive before Yash Raj’s dog.” Clearly referring
to Yash Raj’s animated film Roadside Romeo , the film is slated to release in April 2008, a month before ‘the dog’ film
arrives. “We don’t like competition so we are coming before Yash Raj’s Roadside Romeo . We gave life to the animated
films market in India and we should know our competition. We can’t stay behind”, says Mr. Singh. And whom does
Percept plan to get to do the voice-overs? “When The Incredibles was dubbed in Hindi, they promoted it only on Shah
Rukh Khan’s name. We don’t want to depend on one star and we will get an ensemble cast to lend their voices for the
film. There is a giraffe so we might get Jackie Shroff to do that voice. Dia Mirza has beautiful voice, fit for a bird.
Similarly Anil Kapoor’s voice too can fit in the film.” Who will be directing this animated film? “I am yet to give out the
name of the director. It is very hush hush and when we do, believe me Yash Raj will be taken aback. The director is a
well established name in the industry.” It’s an exciting time for animated cinema in India. Stay tuned for next year as it
gets bigger and better.

Children's film festival begins 30 November
Source: Financial Express,, IANS,, Date: Nov 27, 2007
Worldkids Foundation, a not-for-profit organization dedicated to the promotion of 'entertainment with a purpose',
announced the launch of the "Kotak Worldkids International Film Festival." The festival to be held in association with
Kotak Mahindra Bank, Godrej Interio, BPL Mobile, AIAI, Ryan International School, Adlabs, P9 Integrated and with
support from Department of Culture – Government Of Maharashtra, Children's Film Society of India (CFSI) and Times
Foundation, will showcase the best of International and National award winning Animation, Documentaries, Shorts and
Feature Films at the week long festival. Adlabs, Wadala will screen and host Mumbai's first-of-its kind children's film
festival targeted at 8-18 year olds. World Kids Foundation will be promoting the festival while P9-Cinema Activation will
be marketing the event. Some of the multi-award winning films which will be showcased during the festival are Red like
the Sky –Italy, Hayat -Iran, Heda Hoda- India, Magnifico – Phillipines, An Inconvenient Truth – USA, Charkh- Iran,
Summer with the Ghosts – Canada, Pinky & Million Pug – Germany, Halo – India, Malli – India, Bonkers - Holland and
Benji – USA. Explaining the reason behind initiating such a move, Festival Director Manju Singh said, "Our endeavor is
to engage the children of India with positive media images and inspire them into thinking and learning while having a
good time Entertainment with a Purpose is the Foundations mantra." "Kotak Worlkids International Film Festival will
provide a platform for young and talented directors to reach a wider audience at the festival, thus hoping to encourage
the wider film fraternity into dabbling more in the production of films for children," asserted Vijay Kalantri, Chairman,
Advisory Board, WKIFF.

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Commenting on the occasion, Rahul Sinha, Group Brand Head, Kotak Mahindra Bank Ltd., said, "The idea of hosting
this exclusive international film festival for children was first mooted with the Worldkids Foundation and I am delighted
that this has come to fruition. It will be our endeavor to provide healthy and wholesome entertainment to children, help
them enhance their knowledge, develop their character, broaden their perspective and help shape them into useful
citizens of modern India." Talking about P9's participation to market the festival P9 Integrated CEO Navin Shah said,
"Worldkids International Film Festival was more of an opportunity for us to be part of something that was not just huge
by itself in its nature but also an opportunity for us to be providing a platform for the children of our nation. It is very
crucial for us to imbibe good values and culture in our children and this festival promises to do the same." Commenting
on the association with the WorldKids International Film Festival, BPL Mobile director and CEO S Subramaniam said,
"We endeavour to contribute to the growth of the society in the best possible manner and hence we are privileged to be
associated with this International Film Festival which proposes learning through entertainment to the children of today.
This association will serve as a platform for us to help these children learn as they grow since we at BPL Mobile believe
that it is the children of today who will take our country ahead in the future." Godrej Interio COO Anil Sain Godrej aid,"
World Kids Festival is an opportunity for Godrej Interio (i-space) to interact with the children from these schools that will
only help us as a company form a bigger and brighter relationship with each one of them." Adlabs Cinemas COO
Tushar Dhingra said, "Kids are a very important part of our audience and this festival is a great opportunity for us to
entertain them and their families in a healthy and whole some way."

Allied Media bags Rs. 20 crore media services account
Source: Times of India, Date: Nov 28, 2007
Allied Media, the media arm of the Percept Group, bagged the media duties for Franchise India, Asia’s largest
integrated franchise solution company. The account is worth Rs 20 crore. Allied Media will offer Franchise India a 360-
degree media service, which would encompass strategic planning, media buying and implementation.

After Hanuman Returns, it’s The Return of Ravana
Source:, Date: Nov 28, 2007
Here is an exclusive bit of information and remember you heard it first only on Indiatimes Movies.
Percept Picture Company’s Hanuman created an all new market for animated films in India and made way for a number
of animated films thereafter. Their next film Hanuman Returns directed by Anurag Kashyap is all set to hit screens next
month. However, even before the release of this film, Percept has already started work on the third part of the Hanuman
series. We recall how the bad guy Ravana was killed in Hanuman . But the evil monster will return once again in the
third part of the Hanuman series which is called ‘ The Return of Ravana .’

“The film is completely in 3D and it will be on par with any animated Hollywood film” says joint MD, Percept Holdings,
Shailendra Singh. “We are aiming for a 2009 release and I promise it will be on an international level.” Just like
Hanuman Returns , this film too will be set in contemporary times and will be on a larger scale that the first two outings.
“The film involves the world so we are going to take it to them”, says Mr. Singh. And who will Percept be tying up with
for the animation of this ambitious project? “Toonz Animation who did the animation for Hanuman Returns in principle is
already involved. About five other studio partners have shown their interest in the project and commercial exploiters are
too keen on investing. This is a very exciting time for us”, sums up Shailendra Singh.

Indian women golfers get first wild-card entry to World Cup
Source: HT Mint, Date: Nov 29, 2007
For the first time, India has been invited to tee off at the women's golf World Cup next year, receiving a wildcard entry
that vindicates a recent spate of efforts to increase visibility and sponsorship of the sport in the country. "It's a dream, a
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real surprise as we are just making a mark in Asia," says Women's Golf Association of India secretary general
Champika Sayal. "Now, hopefully, women's golf will attract a lot more sponsors, and a lot many people, younger women
and girls, will opt for the game." The 14-20 January 2008 World Cup will be held in Sun City, California, which has made
dreams come true for India before-it's the same place Aishwarya Rai was crowned Miss World in 1994. The tournament
will have 20 teams, led by the top eight nations on the Rolex Women's World Golf Rankings, followed by the top four on
the US' LPGA (Ladies Professional Golf Association) money list and the top four on the Ladies European Tour (LET) in
order of merit in case they don't figure in the Rolex list, the defending champions (Paraguay), the host nation (South
Africa), and two invitee countries-which now includes India. The invitation to the World Cup underscores the growing
recognition of Indian women golfers on international stage: current No. 1 Smriti Mehra is considered one of the longest
hitters in the world, while former India champ Irina Brar was invited to the prestigious British Open this July. The two
comprise the Indian team for the World Cup. Earlier this year, the DLF Golf & Country Club in Gurgaon hosted the first
Indian Open, carrying a prize purse of $100,000 (about Rs40 lakh); next year's prize has been raised to $120,000.

On 3-8 December, the $250,000 Emaar-MGF Ladies Masters will be held in Bangalore's Eagleton Resort; it's the first
LET event to be played in India. The Rs1 crore prize money is also the biggest on offer in a women's golf event in the
country. LET executive director Alexandra Armas says her dream was to bring the tour to India ever since she assumed
office. "You never know, in 10 years' time, they may have a new generation of homegrown players dominating women's
golf," Armas was quoted as saying about India on the tour's official website ( on Monday.
Sayal says the aim is to make this happen, and fan sponsor interest. She's now hoping to ride India's World Cup debut
to attract more backers for the second edition of Indian Open, so the prize amount could be raised to $200,000-the
minimum required to get a tournament attached to the European Tour. Digraj Singh, director, Tiger Sports Marketing
Pvt. Ltd, the company that managed the inaugural Indian Open, says a combination of things will be required to sell
women's golf to sponsors: better marketing, a structure that ensures sponsors see quantifiable returns on their
investments, and performance. "We Indians are patriotic by nature," Singh says. "When a team or player does well,
sponsors follow automatically. That's why cricket does so well." Concurs Venu Nair, chief executive, World Sport Group
(India) Pvt. Ltd. "The success of Indian male golfers such as Jeev Milkha Singh in the international arena has made golf
popular," Nair says. "If a woman golfer cuts a major Asian tournament, and the media covers it, people will take an
interest. Golf is an individual sport, and the women will have to perform."

Kids’ film fest starts today:
Source: Times of India, Date: Nov 30, 2007
The city will host a week-long children’s film festival from November 30, where national and international award winning
films will be screened. An initiative of Worldkids Foundation, the festival has found support from the state culture
department, Children’s Film Society of India and Times Foundation. The venue for the fest has been chosen at Adlabs,
Wadala. World Kids Foundation will promote the event, while P9-Cinema Activation will be in charge of marketing

The all-new brandwagon
Source: DNA India, Date: Nov 30, 2007
So who is India's biggest brand ambassador? Atleast cricket found a bigger star than Sachibn Tendulkar. Want to get a
celebrity to endorse a health drink? A little while ago, everyone would advise you to get Sachin Tendulkar to hold a mug
up. But post T  -20, the pecking order has undergone an almost drastic change. For the legion of branded products
swamping the market, the most wanted cricket star today is arguably India ODI skipper Mahendra Singh Dhoni. The
Jharkhand prodigy is raking in Rs 35-40 crore annually, a meteoric rise from the Rs 21 crore he was getting prior to T-
20 glory. That’s approximately Rs 3-5 crore per ad! In fact, Dhoni seems to have comprehensively outgunned Sachin
Tendulkar (who earns around Rs 20-25 crores annually through ad endorsements) at this point of time.

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And where do the pantheon of Bollywood’s demi-gods figure in this whole line-up? Sources reveal that Shah Rukh
Khan, who remains India’s most versatile brand ambassador, has more than doubled his rate — from Rs 3 crore to Rs 7
crore per ad — post the success of his films ‘Chak De’ and ‘Om Shanti Om’. Says adman Prasoon Joshi, “While Shah
Rukh is a comprehensive brand, Dhoni and Yuvraj basically endorse some particular products.” Post T          -20, the six-
slamming Yuvraj Singh’s annual endorsement deals are up from Rs 8 crore to between Rs 12-15 crore, a pretty good
jump in just three months. Says Shailendra Singh, Joint MD, Percept Holdings “The cricketers, I can assure you, have
almost doubled their turnover post the T-20 series as the demand for them is absolutely sensational at this point of time.
And since 80 percent of the campaigns running on air today are youth-centric, cricketers like Karthik and Dhoni are
preferred brand ambassadors.” What all this means is that earlier favourites like Hrithik Roshan are having a run for
their money. But true to form, Hrithik has also upped the stakes, signing on around eight more brands in just the last two
months,which are estimated to bring him an additional Rs 4-8 crore per year. And the race is far from over.

“Cricketers have doubled their turnover post the T-20 series” —Shailendra Singh, Percept Holdings

Celebrity                   Rate per ad (in Rs crore)
                           Previous Current rate
Shah Rukh Khan                   4      7-8
Mahendra Singh Dhoni              2-3     6-7
Sachin Tendulkar                   4     4
Yuvraj Singh                      2     4
Hrithik Roshan                    2     3-4

Another Taare Zameen Par in making?
Source:, Date: Nov 30, 2007
Hanuman was the film which created an opening for animated films in India. The director V.G. Samant who used to
work with the Films Division had a vision which few others could see and the gamble taken by producers Percept
Picture Company paid off. After the first film’s success, Percept had a     nnounced a sequel to the film. So it was mostly
believed that the veteran Samant would be directing Hanuman Returns as well. But when the first promo of the film was
aired it was surprising to see that writer-director Anurag Kashyap was credited as the director. So did Samant and
Percept Pictures have a fall out? “Samant was very much involved with the entire film”, says Shailendra Singh, Joint
MD, Percept Holdings. “He was part of every discussion and meeting.” Anurag Kashyap is actually known for his hard-
hitting, dark layered films. So how did the idea of getting him in for a children’s film come about? “For this film, we
needed the spunk that today’s generation could relate to and that’s why we roped in Anurag Kashyap. V. G. Samant is
a senior and experienced person so his inputs were always required for the film. Together they form a lethal
combination”, says Mr. Shailendra. V.G. Samant is credited as the creative director of Hanuman Returns , just like how
the original director of Taare Zameen Par Amole Gupte is credited for the film after Aamir Khan took over the directorial
reigns. Anurag Kashyap did reveal that he was first approached to write Hanuman Returns and not direct it. Mr.
Shailendra concludes by saying that there are absolutely no problems between Samant and Percept. “If you think there
is some fall out between Percept and Samant, then you are wrong.”


For sale: Entertainment – By Navin Shah
Source: USP Age, Date: Nov 31, 2007

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The next big thing in the marketing communication business is Branded entertainment. The whole business of where
'entertainment meets advertising', and what we have seen through our interaction with the market players - that by 2007
- 08, the market will be Rs. 800crore industry and stuff like that - a lot of those things are actually coming through. This
year, the category will be close to Rs. 400crore, of which the organised market would be around Rs.150crore. Moving
forward, we would be seeing it becoming a Rs.1,200crore category. Now, this is huge, especially where there are not
too many people in the race, fighting each other; it’s about committing a new thing - a charged entry!

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K Sera Sera raises $25 million via GDRs
Source:, Date: Nov 2, 2007
K Sera Sera Productions Ltd has raised $25 million through issue of global depository receipts (GDRs). The amount will
be used to mainly fund movie productions. The company has placed 4.76 million GDRs (at $5.25 per GDR). The GDRs
are being listed with Luxembourg Stock Exchange (LuxSE). K Sera Sera will invest almost 70 per cent of the amount
raised towards film production, 20 per cent for distribution and the balance for TV content production. "We have raised
$25 million and plan to invest it over two years," says K Sera Sera MD Rajesh Pavithran. K Sera Sera plans to produce
8-12 movies during this period.

Meanwhile, K Sera Sera has sold the domestic theatrical and satellite TV rights of EK - The Power of One to Zee
Telefilms Ltd for Rs 130 million. The overseas rights have gone to Eros for Rs 35-40 million. "We have made a profit of
around Rs 40 million from the movie," says Pavitran. The movie is slated to release in January. The Tamil version of
Dombivli Fast, co-produced with Abbas Mastan, will release in December while Chal Chala Chal will be in January-
February of next year.

UTV is sued by partner company ‘Palador’ for breach of contract
Source:, Date: Nov 2, 2007
Palador Pictures, a three year old company started by founders Gautam Shiknis and Mohan Polamarasetty, with the
effort to make world cinema available within the Indian subcontinent, has sued UTV for breach of contract. Palador filed
a case on November 1, 2007 under Section 34 of the Arbitration & Reconciliation Act of 1996 and is in the process of
filing a few more including breach of trust, breach of non-disclosure agreements, defamation, damages and violation of
intellectual property. The company will demand upwards of Rs 15 crores via its various suits. According to the deal,
UTV was supposed to pay for the operating expenses of UTV-Palador which included office expenses, salaries of
employees and other functional costs. UTV-Palador was also supposed to have custody of 175 movies, directed by
world famous directors. Both the companies had set aside a certain sum of money to acquire the rights of the movies.
Eighteen months ago, UTV had signed a 50:50 revenue sharing deal with Palador Pictures, under the name UTV-
Palador, to come up with a TV channel exclusively dedicated to world cinema. The name of the channel was decided to
be ‘Olive TV’.

On May 16, 2007, UTV terminated the business contract by sending out an e-mail to the press and to Palador Pictures.
The e-mail said: “Due to material breach of terms of agreement by Palador, UTV has terminated all business relations
with the company. UTV will continue to operate the world cinema business under the brand name Olive.” UTV’s reason
for terminating the contract was Palador’s under performance and material breach of terms. But ironically, when Palador
asked for the details of material breach and underperformance, UTV failed to produce anything and withdrew the
allegations. Later, UTV obliged to return the international movies in its possession but withheld 75 of them as security
against the expenses incurred on the venture by the company. It kept a condition that it will return these films to Palador
only when the exact expenses incurred by UTV were reimbursed. Palador confirmed its intent to pay UTV what it
legitimately owed. However, Palador later discovered that the amount claimed by UTV had been inflated. UTV claimed
that Palador is supposed to pay Rs 4.03 crore by October 31, 2007, failing which the 75 international films will remain
permanently in UTV’s custody. UTV provided no response to Palador’s demand of furnishing them with the break-up
and details of how the amount was arrived upon.

When contacted by agencyfaqs!, UTV senior executives had nothing to say. Instead the company’s company secretary
and legal head sent a quote maintaining, “Gautam Shiknis and Mohan Polamarsetty were to pay to UTV a sum of Rs
4.03 crore within 90 days from the date of entering into written and binding mutual consent terms. The 90 days expired
on October 31, 2007. Palador Picture failed to pay the amount and hence UTV has become the absolute owner of 75
films.” Gautam Shiknis of Palador, claims that the commercial worth of these films is at least up-wards Rs 6 crore.
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Through its various partners, Palador also discovered that UTV has more materials in its possession than it had
declared in the settlement. This includes personal belongings of Palador’s employees, some rare posters, photographic
material, priceless short films and negatives. These were retained by UTV when it sacked 20 people with a 40 minute
notice and terminated the relationship on flimsy allegations. Shiknis points out that the brand ‘Olive’ was originally
Palador’s idea. UTV’s continual to use the brand name has been one of the major reasons to sue the company along
with failure to produce the authenticity of the amount being claimed.

Another reason for suing UTV is for the breach of clause 74 in the business contract. According to this clause all the
business transaction for the upcoming world cinema channel ‘Olive TV’ were suppose to happen through the company
‘UTV-Palador’. But apparently, UTV set up a third division called V&S Broadcasting and diverted operations from UTV-
Palador. Palador believes that UTV is creating hurdles and litigation via itself or third parties because it intends to
prevent Palador from competing with its far superior catalogue in the World Cinema space, which is estimated at Rs
300 crores.

JWT Brand Chakras study seeks to demystify the new-age Mother India
Source:, Date: Nov 5, 2007
Close on the heels of the Power and the Glory survey, which studied the Global Indian, JWT Brand Chakras’ latest
study focusses on the payoffs that mothers want from their children and vice-versa. The insight mining exercise was
done at eight centers – Chennai, Delhi, Mumbai, Kolkata, Kanpur, Hyderabad, Ahmedabad, and Thrissur – and covered
SEC A, B mothers with children aged between 8 years and 16 years through group discussions and indepth interviews
with mother-child pairs. According to the study, the Indian mother and child is now a team with a shared vision, with
mothers actively believing they can shape their children's destiny for mutual benefit. Mythili Chandrasekar, Senior VP,
Corporate Initiatives, who steered the study, said, “Enabling and empowering, coach and companion, event manager
and project manager, motherhood has moved beyond protection, nurturance, compassion and selflessness. The child is
now a project and a mission; and industriousness, determination, passion and planning are the dominant traits.
Children, too, are taking the ‘roti-kapada-makaan’ for granted and are looking to the mother to give them the headstart
they need in life and ensure that they remain focused.”

According to the study, children also were conscious of the contribution that their mothers made in their current lives by
donning the roles of organiser, guide, enforcer, and friend. While there might be the usual squabbles over food, outings
and social activities, children do indeed look up to their mothers to give them courage, inspiration, help them set and
achieve their goals, and fill them with a will to win. According to the study, all mothers showed a strong inclination to
power chakra qualities, but three types of mothers emerged – the Lifeline Seeker; the Coronation Seeker; and the
Independence Seeker. Describing the three seekers of motherhood, the study explained that the Lifeline Seeker was
the one who had given up hopes on the husband to improve their lives and was totally dependant on the child to rise to
glorious levels and rescue her. Looking for insurance and security, she would do everything she could to help them in
this journey, but was clearly establishing her rights to the fruits of this labour. The Coronation Seeker was the one who
was hoping her child’s achievements would bring her out of a life of oblivion and bestow on her a halo for greater social
conquest. Here, the child was an opportunity to make an overwhelming statement about herself.

The Independence Seeker strove to excel in the mother’s role, geared to fostering independence and self-reliance in
her child, so that she would have the freedom and space for her own pursuits. Motherhood enhanced her efficiency and
gave her exposure that helped her discover unexplored facets of herself. While the study focussed on mothers, it
revealed three types of fathers too. According to the mothers they were the Genuine Partner, who tried to play a
synergistic role, willingly taking up activities that were beyond the mother’s competence; the Conveniently Detached,
who took it easy, capitalising on the mother’s high involvement and taking up the provider stance to negate criticism of
his lack of involvement; and the Cynically Detached, who disagreed with the approach, perceived the mother as
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crossing the line and fostering too much dependence, and felt that children needed a more hands-off approach. Brand
Chakras is the Indian strategic planning tool that applies the 2,000-year old chakra system as laid out by Patanjali to
consumers and brands. This original system of understanding human behaviour based on the seven major
nerve/energy centres in the human body an initiative by Strategic Planning at JWT India.

OOH Media in strategic tie-ups with Shoppers’ Stop, Trent Ltd and Oxford Bookstore
Source:, Date: Nov 5, 2007
OOH Media India Pvt Ltd has recently entered into strategic pacts with retail chains such as Shoppers’ Stop,
HomeStop, Arcelia and Trent Ltd, Westside, Star India Bazaar and popular bookstore chain Oxford across India. With
these tie-ups OOH Media has added a total of 585 screens (358 in Shoppers’ Stop, 187 in Trent and 40 in Oxford) to its
existing robust network of 4,000 screens. Ishan Raina, CEO, OOH Media, said, “We are proud to partner with such
fantastic brands. This reinforces our commitment to be the leader and developer of this exciting medium.” The tie-up
with Oxford Bookstore would ensure OOH Media’s dominanc e in their category network of ‘Play’, which comprises
leisure spots like bookstores, cafes, restaurants etc. And they have already established its presence in Crossword,
another popular bookstore chain, pan India. Shoppers’ Stop and Trent adds to their ‘Shop’ category of networks, which
already comprises premium in-store locations like Globus, Ebony, Inorbit, Hypermarket, Ansal Plaza and many more.

Mukta Arts' JV company inks Rs 400 million 4-movie deal with Eros
Source:, Date: Nov 8, 2007
Soon after Mukta Arts stepped in to pick up a majority stake, Red Carpet Films has sealed a four-movie deal with Eros.
Being medium budget projects, the total investment is expected to be around Rs 400 million. "The production cost of
these four mid-budget films would be around Rs 400 million. We expect to complete them in a year's time. The first to
come on floor will be in the next six months. ," Mukta Arts CEO Ravi Gupta tells Red Carpet Films
will produce the four films which are to be financed and distributed by Eros Multimedia. "We also have a profit sharing
arrangement with Eros across all the revenue streams," says Gupta. Mukta Arts recently acquired a 50.01 per cent
stake in Red Carpet Films, a newly started movie company by Manish Goswami, for Rs 2,50,470. "We acquired a stake
as Red Carpet Films had funding and distribution in place with Eros. We can increase the bandwidth of our production
capability through this joint venture company. The Eros deal means that Red Carpet Films will have a film project every
quarter," says Gupta.

Compact Disc bags $20 mn animation deal
Source: Business Standard, Date: Nov 9, 2007
Chandigarh-based Compact Disc India (CDI), an integrated media and entertainment company, has secured an
animation outsourcing contract worth $19.80 million from iMedia Ventures, a digital entertainment company. As part of
the deal, CDI will animate a science fiction thriller film called 3000 BC. It had earlier signed a $17.85 million contract
with Los Angeles-based Motion Pixel Corporation to develop a 3D Hollywood production called GoaaaaaL! to be
released during FIFA world cup 2009. As a part of the deal, CDI will make the 3D animation film in 21 months at its
state-of-the-art studio in the Kinfra special economic zone in Thiruvananthapuram. “We have acquired a 60,000 sq ft
facility at an investment of Rs 52 crore and will employ more than 300 animators,” said Gautam Seengal, managing
director, CDI.

Seengal also confirmed that the company was in the process of signing a memorandum of understanding with a big
Hollywood Studio. The formal announcement for the deal will be announced towards November end,” was all that
Seengal would say. Moreover, CDI is working on 2D and 3D animation outsourcing projects worth $41 million from
major international clients. Some of these projects include a film based on the soccer player, Ronaldo. Another project
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on the life of Rajneesh Osho, titled Guru of Sex, is already on the roll. “We are also working on a six-episode television
series, funded by the Malaysian Debt Ventures, that is based on a another world beyond our universe,” said Seengal.
CDI is also jointly working on a $12.45 million international animation film project called Hustle Bustle with Singapore-
based Interactive Creative Media. While the Indian animation industry, which is now pegged at $550 million, continues
to grow at 30 per cent annually and is expected to reach $15 billion by 2010, outsourcing deals in the animation industry
hold a lot of potential. CDI claims to be executing animation projects worth $40 million and co-producing projects worth
$76 million.


Pyramid Saimira's subsidiary plans Rs 1.5 billion IPO for film & TV production biz
Source:, Date: Nov 12, 2007
Pyramid Saimira Productions Ltd (PSPL), a subsidiary company of Pyramid Saimira Theatre Ltd, plans to float an initial
public offering (IPO) to raise Rs 1.5 billion. The company will dilute 10-12 per cent equity through the IPO and the funds
will be used to expand the film and TV production businesses. "We plan to raise Rs 1.5 billion," Pyramid Saimira
managing director PS Saminathan tells "We expect to come out with the IPO by February-end."
PSPL aims to ramp up its movie production from 13 this fiscal to 50 in FY'09. The TV content production is also
expected to increase significantly. "We are currently doing two hours of TV content for Tamil channels Raj TV and
Kalaignar TV. We will be scaling our film as well as TV content. Our target is to produce content in nine different
languages including Hindi," says Saminathan. Already Pyramid has tied up with banks, an insurance company and a
film completion bond firm to provide an annual corpus of Rs 3 billion for funding film producers. Meanwhile, Pyramid
Saimira Theatre Ltd (PSTL) has got the board nod to increase the authorised capital of the company from Rs 330
million to Rs 500 million. The board has also approved the acquisition of a company engaged in the media space. "We
can't disclose the name yet but it is in the theatre advertising space," says Saminathan. PSTL recently bought out
Texas-based FunAsia, becoming the first Indian theatre chain to enter into the US market. The acquisition was made
through PSTL's US subsidiary Pyramid Saimira Entertainment America Inc.

Carving Dreams signs up 5-movie deal with Hollywood Studios International
Source:, Date: Nov 12, 2007
Celebrity and brand management firm Carving Dreams Entertainment Ltd is foraying into film production. The company
has entered into a deal with Los Angeles based studio Hollywood Studios International (HSI) for a slate of five movies
over the next four years. Says Carving Dreams Entertainment MD Afsar Zaidi, "It is an outsourcing deal and the project
is going to be funded by HSI." The total project cost for the five movies is around $100 million, adds Zaidi. Carving
Dreams has roped in Popcorn Entertainment CEO Neeraj (Bunty) Bahl to head the movie business. It has created a
dedicated division, Carving Dreams Motion Pictures (CDMP). "We've been in the business of brand management for a
while. The tie-up helps us leverage HSI's strong distribution network for making international quality cinema, that will be
made in English and Hindi." The announcement comes in the backdrop of HSI's acquisition of Hollywood actor and
producer Mark Damon's production house. CDMP will, however, be handling the production work for these films. "The
films will star a mix of Bollywood and Hollywood actors and the first project will go on floors in July 2008," says Zaidi.
Carvings Dreams Entertainment has most recently been involved in branded entertainment consulting for Spykar for in-
film placements in Mahesh Bhatt's forthcoming film Jannat. It also manages celebrities like Hrithik Roshan, Ajay
Devgan, Kajol, Bipasha Basu amongst others. Its foray into film production is a follow-up to its entry into ad-film
production, wherein it shot a TVC featuring Hrithik Roshan for Macroman.


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IMG bags FA Cup rights for India; ESS gets most of Asia
Source:, Date: Nov 12, 2007
The FA has announced that ESPN Star Sports (ESS), IMG and M-League will have rights to broadcast FA Cup and
England matches within Asia for the 2008-2012 period. The majority of rights within Asia have been acquired by ESS,
The FA's current partner within the region. For the Indian sub-continent and Japan, the rights, however, have gone to
IMG. M-League has acquired all broadcast rights for Thailand. The Asia partnerships together represent the largest
regional market in The FA's new range of deals for its international broadcast rights, the total of which is over $300
million, a 275 per cent increase on the current four-year $80 million deals. FA Group commercial director Jonathan Hill
said, "We are delighted that we have renewed our relationship with ESPN Star Sports in what was an intensely
competitive market and we look forward to continuing to grow our brands in Asia with ESS's significant marketing
support and leverage." FA head of broadcast Stuart Turner said, "We are pleased to be continuing our relationship with
IMG who have a very strong presence in Japan and the sub-continent and we are thrilled to have a new agency partner
in M-League who are committed to maximising exposure of the property in the key market of Thailand."

UTV floats digital media subsidiary; ropes in Prabhu as COO
Source:, Date: Nov 13, 2007
UTV Software Communications Ltd has floated a wholly owned subsidiary, United New Media Ventures Ltd, for its
digital media initiatives. T N Prabhu has been appointed as COO of United New Media Ventures. He will report directly
to UTV Software Communications CEO Ronnie Screwvala. Prabhu moves in from The Walt Disney Internet Group
where he was director. He has worked earlier with companies like Times Internet, Rediff, Cyber Media and The Hindu.
In his new position, Prabhu will exploit UTV group's content across all digital platforms. He will pursue long-term tactical
initiatives with major technology players and develop additional revenue streams for UTV products. Commenting on the
appointment Screwvala said, "I am delighted to have Prabhu lead our responsibilities for Digital Media Business. With
his rich experience, he will be an invaluable asset to our company." Prabhu said, "I look forward to using my experience
to contribute to the development of unique initiatives that enhances the growth of the company with the trade and the
consumer by exploring business opportunities for the Internet, mobile, DTH, IPTV business within and outside the UTV
group." UTV had earlier appointed Preneet Malhotra as CEO of UTV Interactive, Roma Patel as group director finance
and strategy, and Heather Saville as group HR head.

Imax Corp inks 4 film-deals with DreamWorks Animation
Source:, Date: Nov 15, 2007
Toronto-based Imax has signed a four film-deal with DreamWorks Animation SKG to release the studio's first 3D
movies in its Imax 3D format. Imax and DreamWorks have agreed to release the studio's first three 3D motion pictures
worldwide in Imax 3D Monsters vs Aliens in March 2009, How to Train Your Dragon in November 2009 and Shrek Goes
Forth in May 2010. A fourth DreamWorks title, Kung Fu Panda will be released in Imax's 2D format in June 2008. Imax
will digitally remaster each DreamWorks title for its large-screen format. It also expects to show the DreamWorks titles
on its new digital projection technology, slated to roll out in mid-2008. In 2000, Imax used its proprietary digital
conversion technology to take footage from Dreamworks' Antz and Fox's The Simpsons and re-purpose it into IMAX 3D.
DreamWorks Animation CEO Jeffrey Katzenberg said, "3-D cinema has an opportunity to revolutionise the way people
experience movies.We believe the immersive quality of Imax will provide our audiences with a unique way to
experience our films and we are delighted to include Imax as a key part of our 3D strategy." The films are to be
distributed by Paramount Pictures


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Globosport signs up 5 Bollywood stars
Source:, Date: Nov 15, 2007
Globosport India signs on 5 major Bollywood talents. These include Lara Dutta, Esha Deol, Raima Sen, Shahid Kapur
and Ayesha Takia. Adding to its Southern portfolio is the sign up with Vikram, Shriya (of Sivaji fame) and Madhavan.
These are in addition to Sushmita Sen, Saif Ali Khan, Konkona Sen Sharma, Dia Mirza, Soha Ali Khan, Malaika Arora
Khan, Kunal Kapoor, Rahul Bose in Bollywood, Trisha in the South and Sania Mirza, Mahesh Bhupathi, Rajyavardhan
Rathore and Dinesh Karthik in sport. Globosport represents artistes across 3 genres - entertainment, sport and regional
Cinema. Globosport's few of the most significant brand-celebrity associations in the recent past include Saif-Seagram,
Saif – Provogue, Hrithik – John Player, Rahul Dravid – Gillette, Ajay/Kajol –Tata Indicom, Esha-Provogue, Sushmita-
Olay, Sushmita-Pantene, Esha – Garnier, Sania-HPCL, Aamir Khan and MS Dhoni – Parle, amongst others. Founded
and headed by Mahesh Bhupathi, Globosport extends its expertise in the fields of events, TV production, movie
production and has its own sport division – Globosport Infrastructure.

WPP to buy Quasar media
Source:,, Date: Nov 17, 2007
WPP is buying India based online media agency Quasar media, Reuters has reported. Mumbai-based Quasar is part of
the Smile Interactive Group and focuses on online media, search and mobile marketing. The latest acquisition is
designed to broaden WPP's global portfolio of digital assets, said WPP chief executive Martin Sorrell. Sorrell referred to
the transaction, which he said would be announced on Monday, during a presentation he gave at the Morgan Stanley
technology, media and telecom conference."It is going to be a WPP digital acquisition in India. There is no financing
required of any significance in terms of the context of the group," Reuters quoted Sorrell as having said on the fringes of
the conference. WPP is the world's second-largest advertising and marketing services firm and operates in more than
100 countries.

Mahindra Group eyeing media, entertainment businesses
Source: Mint, Date: Nov 19, 2007
Interestingly, the group’s vice-chairman and managing director Anand Mahindra studied to be a film-maker and majored
in film-making and photography before he did his MBA from Harvard University. The Mahindra group, one of the top 10
conglomerates in India based on revenue, with businesses ranging from automobiles and financial services to trade and
information technology, is set to enter the media and entertainment business. We are seriously exploring the
opportunities in the entire media and entertainment space. It is a business that has a huge growth potential and fits well
into our strategy of entering emerging growth sectors,” said Andrey Purushottam, executive vice-president, corporate
strategy, Mahindra & Mahindra Ltd, the flagship company of the group. Interestingly, the group’s vice-chairman and
managing director Anand Mahindra studied to be a film-maker and majored in film-making and photography before he
did his MBA from Harvard University. He has even produced a short film on Kumbh Mela. His wife, Anu Mahindra, is a
magazine publisher in her own right. The media and entertainment industry, according to a study by industry lobby
Federation of Indian Chambers of Commerce and Industry and consulting firm PricewaterhouseCoopers, stood at
around Rs43,700 crore in 2006 and is expected to grow to Rs100,000 crore by 2011. The film industry, the study says,
stood at Rs8,400 crore last year and is likely to grow to Rs17,500 crore by 2011. The Mahindra group will be the third
large Indian conglomerate to enter the film business. Aditya Birla Group and Reliance-Anil Dhirubhai Ambani Group (R-
ADAG) have already joined the fray.

While Aditya Birla Group’s Applause Entertainment (Pvt.) Ltd is into the production of feature and animation films and
television software, ADAG’s Adlabs Films Ltd, which it acquired in 2005, is primarily focused on film production and
distribution. Adlabs is also present in TV content production space through its acquired entity Synergy Communications.
The group, however, plans to hive off its film business under a new entity called Big Motion Pictures and is currently,
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scouting for senior management people for the new venture, said a person familiar with the development. He requested
anonymity saying the company is not yet ready to make any formal announcement yet. Analysts say while Mahindra
has no prior experience, the company is cash rich, a prerequisite for film production and distribution business. “Since
revenue stream is now multifold in the movie business and the rate of return is between 18% and 20%, Mahindra’s
entry into the entertainment space seems logical,” said an analyst at Kotak Securities Ltd. He didn’t wish to be named
because he said he hadn’t heard from the company itself on any media plans. M&M is a leading general purpose utility
vehicle manufacturer and is one of the top five tractor manufacturing companies in the world. The group’s consolidated
annual revenue stands at around $6 billion, or Rs23,610 crore.

Sony Pictures' Crackle ties up advertisers
Source:, Date: Nov 20, 2007
US film production company Sony Pictures' Crackle has announced the first round of advertising partnerships
developed and signed since its mid-July launch. Crackle is a multi-platform video entertainment network and studio that
distributes work from emerging talent on the web and beyond. Crackle's channels and shows reach a global audience
across the Internet, in the living room, and on devices including a range of Sony electronics. Crackle VP partnerships
Mike Sitrin says, "We started by bringing the best available content to Crackle and now some of the biggest and best
advertisers are lining up. By continuing to combine global advertising opportunities with the assurance that advertisers'
brands will be showcased alongside editorially chosen video content, we're confident the big names will keep on
coming." Crackle has created a global ad network to monetise international impressions, and enable international
advertisers to reach their viewers, in their language, with relevant, localised advertising.

It claims to offer the capability to easily deploy ads across the global viral syndication network is the result of Crackle's
custom-built player -- a player that provides an easy user experience and delivers media rich ads to millions of viewers
in targeted markets within short time frames, making it attractive to a variety of advertisers. Crackle adds that it is
expanding advertisers' global reach, and providing the opportunity to pair video content originating in the US with
relevant advertising for international audiences. Sony Pictures Television senior VP, digital sales Travis Howe says,
"There is demand in international markets for US video content; however, with current video penetration levels abroad,
there are limited opportunities for local advertisers to be cutting edge with online video advertising. At Sony, we are
constantly looking for new audiences and new opportunities for our advertisers." Adds Howe' "Crackle offers
opportunities to uniquely integrate international brands with content -- all through Crackle's new global syndication."

In addition to its programmed content and global syndication network, Crackle also offers advertisers sponsorships of
channels and contests, full screen skins, and media rich 300 x 250 video banners that can be instantaneously
distributed across the network to get in front of the most relevant audiences around the world. Crackle is also working
with agencies and advertising networks such as 24/7 Real Media, Adconion and Ozone Media, who sell across
international markets including India, Europe, Australia and Canada. With growing video penetration and the demand
for US content in populated territories like India and Mexico, Crackle says that it is well established to be among the first
to market with local advertising. A slew of US advertisers have joined Crackle's entertainment network, finding
opportunities to join their brand with videos and channels that are germane to target consumers. Crackle states that by
combining its player, global reach and focus on premium content, it has attracted brands like Pepsi, Honda, Epson,
Sony Electronics, Vodafone and others to the site. Pepsi, for example is taking its global restyle initiative to the new
Minisode Network channel on Crackle. Pepsi branding appears on the channel's homepage along with custom video
ads and rich media banner ads that run across the site. In addition, over the next few weeks, Pepsi's packaging will be
sporting a 'retro' look, featuring a variety of Pepsi logos from the past 100 years. Each Pepsi can features the web site, which directs consumers to Crackle's Minisode Network channel, where they can
enjoy classic TV programs in an all new way.

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Epson will be running a campaign across Crackle on various channels. The campaign includes both video and banner
ads that live next to Crackle's content. As the lead sponsor of the Shorts Channel, which airs short films, Honda Fit will
be integrated into the look and feel of the channel through a full screen skin, and throughout video play lists from top
new filmmakers. This relationship signifies the marriage of appropriate content with the appropriate brand combining
Honda Fit's compact humorous attitude with Shorts' compact whimsical films. Proving that they can target and link
advertising opportunities to content, Crackle is enabling Sony Electronics and its HDNA marketing campaign to put
branded 'watermarks' on selected Crackle HD content. This fully integrated marketing campaign, which already includes
Blu-Ray, Sony Handycam camcorders and Bravia TVs, will now stretch across Crackle's videos. The Mr. Deity series,
which has garnered over six million views, is one example of the type of video shot and encoded in higher quality and
viewed in higher bit content that will bear the HDNA stamp. Additionally, HDNA will have a landing page on Crackle that
will serve as the central portal for all things HD.

Planet Hollywood set for Indian debut
Source: Times of India, Date: Nov 21, 2007
With a long list of shining celebrities and a two-day unique Hollywood-style bash to grab attention, London entrepreneur
Robert Earl relaunched Las Vegas strip mega resort Planet Hollywood and said they were going international by
starting five such hotels in India on a planned investment of $15 million. Earl, 56, the man who invented the Planet
Hollywood restaurant chain in which famous Hollywood actors like Sylvester Stallone, Bruce Willis, Demi Moore have a
stake, said, “We are expanding our restaurants and India, due to its strategic position, was an obvious choice. We
expect to open our first restaurant in Bollywood and the other four will be in New Delhi, Bangalore and other major
metros,’’ he said. Planet Hollywood is about popular culture and celebration of all forms of entertainment and Mumbai,
which is home to Bollywood, is India’s entertainment capital. That is what makes it a perfect marriage, Earl said. “PH
hotels in India will be a unique idea like our other hotels. The moment a traveller will enter the lobby, it will create a
mood that is both hip and frenetic. The rooms will not only be elegant, but we will feature memorabilia in each room and
the rooms will be a tribute to a specific celebrity or film. No two guest rooms will have the same pieces in them, so with
each return visit, you will have a different look in your room,’’ he said. Planet Hollywood plans to invest about $15 million
by 2010 for the Indian segment of its restaurant/hotel business.

Planet Hollywood International announced that it has signed a master franchise agreement with Arch Millennium Corp.
to develop five restaurants in India. “I am thrilled that we have found the right partners to open in India, a country that
has huge potential for the Planet Hollywood brand,’’ commented Earl, founder-chairman of Planet Hollywood. “This
franchise agreement will bring the excitement of Hollywood and combine it with the power of Bollywood in a very special
way. It is a recipe for a huge success.’’ In line with the restaurant’s name, Earl said they would bring Hollywood stars
such as Bruce Willis, Sylvester Stallone, Pamela Anderson, David Hasseloff, Paris Hilton, Justin Timberlake and
promised that the move “in itself will open up many avenues for both Bollywood and Hollywood stars and integrate
them. With our family-friendly concept, we will respect both the culture and the sensitivities of the people with focus on
fun, food, freshness and lifestyle. India is ready to absorb more brands and I want to be a part of its growth’’.

Crest to unveil first animation movie in FY09
Source: Economic Times, Date: Nov 26. 2007
Crest Animation Studios Ltd expects to offer its first animation movie to large overseas distributors in 2008/09, a top
official said on Monday. The company, which has so far been creating television content for other studios and co-
producing movies, is now developing its own animation movies. "We should probably have these on board as pitchable
products in the next 6-8 months," A K Madhavan, chief executive officer, said. The move would enable the company to
own the intellectual property rights (IPR) for its content. "We want to graduate to complete ownership after our
experience with co-owning IPRs," he added.
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Crest would also begin co-producing DVD content in the next financial year, he said. "We are looking more towards
high-end DVDs and m   ovies and less of television," said Madhavan. In August 2006, its US subsidiary, RichCrest
Animation, had entered into a co-production and co-financing deal with Lions Gate Entertainment for three full-length
animation films.

Balaji may offload 15% in motion pictures arm
Source: Business Standard, Date: Nov 26, 2007
Balaji Telefilms, Ekta Kapoor-promoted production house, plans to offload 10-15 per cent stake in its wholly owned
subsidiary Balaji Motion Pictures. Sources said the company is valued at Rs 1,000 crore. Centrum Finance is said to be
the financial advisor to the company. Sources added that the company is in talks with private equity investors. It is
considering roping in only one private equity, instead of a cluster of investors. However, the plan is at a nascent stage.
Balaji Telefilms CEO R Karthik said, “We are adequately funded to take care of our needs. We are weighing various
options to fund our future growth. However, it is premature at this stage to comment on any specific instrument.” Balaji
Motion Pictures in the past has produced films such as Kya Kool Hai Hum, co-produced Shootout at Lokhandwala with
Sanjay Gupta and Sanjay Dutt’s banner White Feather Films. It is working on a film, C Company, and a sequel to Kya
Kool Hai Hum. It has a seven film co-production deal with Super Cassettes, four film deal with Suniel Shetty’s Popcorn
Entertainment (of which two are on the floor), one more film with White Feather Films.

The company is dabbling with movie d         istribution business as well, and has distributed Bhool Bhulaiya and Darling,
among a few others. Going forward, the company plans to produce, co-produce and distribute around 12 films a year.
Balaji will look at distributing films overseas for which it will licence individuals in the US, the UK and West Asia who will
facilitate the business, instead of setting shop in these places. Ekta Kapoor has been a lucky mascot for Hindi general
entertainment channels. Balaji’s seven-year innings with Star Plus, and a year-old association with Zee TV and now
once again with Sony Entertainment Television has been a money spinner most of the time. Kapoor, which has been
running several successful shows in Hindi, is also planning to venture into the south via a joint venture with Star India to
launch regional language channels there. About 51 per cent would be owned by Star, while the remaining will be held
by Balaji. This apart, Star Group holds 26 per cent stake in Balaji Telefilms, while 40 per cent is held by the promoters

Lord Muruga readies to join animated league by July 2008
Source: Financial Express, Date: Nov 26, 2007
Lord Muruga will soon join the league of animated gods “Hanuman” and “Bal Ganesh”. Chennai-based Sanrasoftware
Ltd is producing “Om Muruga”, a full-length animation film, which is planned to be released by July 2008. Sanra is a
gaming, animation and visual effects company. Uma Karthikeyan, director, finance, Sanra, said, “We have positioned
ourselves as a new media technology company. We are focused on IP (intellectual property) creation. ‘Om Muruga’ is
one such initiative.” There is a flurry of activity happening in the animation and gaming industry. At least 10 full-length
animation films are being produced in the country now, Uma said. This has also helped elevate interest among foreign
animation Companies to outsource work to India, she added. Most of the work that is outsourced to India now is human-
intensive. However, to move up the value chain and to sustain in the long run, animation Companies are concentrating
on creating IPs, similar to other software Companies. Sanra is also looking for international distribution and co-
production deals, she added. The company is scouting for acquisitions in the US and the UK for marketing and
distribution. Sanra plans to raise at least Rs 40 crore for the buyouts, infrastructure development, working capital and
for investments in motion-capture and other storage equipments, Uma said. The company expects to clock Rs 100-
crore revenue within the next years. Sanra is expected to report Rs 15 crore revenue for this fiscal, she added.

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Endemol India to foray into event management
Source:, Date: Nov 27, 2007
Television format creator and distributor Endemol's subsidiary Endemol India is all set to foray into the event
management business.
First to kick off under this segment is the Pogo Amazing Kids Awards in December. Says Endemol India MD Rajesh
Kamat, "We are getting into event management business. We will organise the Pogo Amazing Kids Awards for Pogo
this year." Besides, Endemol India is currently producing a reality format show Mission Ustaad on 9X. Endemol is trying
to export the show format to overseas. Kamat says, "Mission Ustaad is a brainchild of creative director Deepak Dhar.
Unlike other format shows, Endemol is trying to export the Mission Ustaad format to other countries. Endemol is in talks
with broadcasters in UK and Italy." Endemol is also launching the next session of format show The Great Indian
Laughter Challenge which is now in its sessional break. As reported earlier by, Endemol India is
also stepping into fiction shows. It is producing fiction based show Radio Masti 88.2 FM which will be launched on Sab
TV on 3 Decemeber. "We will make our presence in three different aspects of TV industry- reality, fiction and event
management," says Kamat.

Mudra focusing on biz growth in South
Source: Hindu Business Line, Date: Nov 28, 2007
Inducts experienced personnel to beef up team. The agency is creating a ‘retail vertical’ as it has “enormous
knowledge” of retail skills. Mudra (South) is all set to announce new business bagged in the next 10-15 days. Its
President, Mr S. Radkhakrishnan, said the ad agency is training its sights on specific categories — entrepreneurial
brands (which are largely owner-driven), lifestyle, retail and new technology. Speaking to Business Line, Mr
Radhakrishnan, who recently took over as President (South), Mudra Communications, said the South accounted for
about 18 per cent of the agency’s business overall. Tamil Nadu, especially, is in his focus to grow business in the
Southern region, he said. In the last 18 months, Mudra has been beefing up its South team by inducting at least a
dozen experienced people. Among its recent recruitments at the senior level are Mr Ranji Cherian, Senior Vice-
President, who came in from JWT, Mr Joono Simon, Executive Creative Director, who is “probably the most awarded
creative person”, Mr Saji Jayakumar who will head the Kochi branch and Mr Vignesh Iyer who heads the Chennai

Client relationship
The agency is also strengthening its relationships with key clients, which include UB Spirits, RmKV and Madura
Garments. It has also taken up a “huge initiative” of training people for advertising, Mr Radhakrishnan said, adding that
though these courses are voluntary, attendance at the four-hour courses is 100 per cent on Saturday, a holiday. As part
of the training, employees are sent to seminars and workshops, and experienced personnel from the company who
already lecture at B-schools on advertising also teach. The agency is creating a ‘retail vertical’ as it has “enormous
knowledge” of retail skills, said Mr Radhakrishnan. It has Big Bazaar as a client, as well as major silk store RmKV in the
South, with whom it has been associated for the past four years. In the past, it had worked with several other silk stores
including Deepam of Bangalore and Remanika of Kochi. “We will create a specialists’ team and target business in
retail,” he said. In fact, Mudra’s work on RmKV has been shortlisted for the Advertising & Marketing Effectiveness (AME
New York) awards and is the only one in the retail category to achieve that distinction from amongst 40 entries
worldwide, Mr Radhakrishnan said. The results are to be announced early next month.


UFO Moviez plans to offer 3-D films
Source: Hindu Business Line, Date: Nov 29, 2007
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United Film Organisers - distributors and exhibitors of digital cinema - plan to bring third-dimensional (3-D) film viewing
experience to Indian theatres soon. UFO Moviez, as the company is better known, will use its existing digital projection
systems in 1,000 theatres across the country, to screen imported 3-D content, Rajesh Mishra, Chief Executive Officer -
India Operations, told Business Line. “3-D films are making a come-back like never before, and our digital projectors
and servers are in place to offer them to our consumers,” he said. The current 3-D market in India is negligible, but it
has great potential for growth, considering the low penetration of providers, he said. The 20-25 minute films that UFO
will offer will be of a superior quality compared to the present hazy nature of 3-D animations and will be projected before
or after a film show, but these particulars are yet to be fixed. The ticket prices (of the main film) will accordingly be hiked
to cover the cost of the 3-D experience, he added.

Apart from betting on revenues from 3-D films, UFO is expecting to earn revenues from the advertising market by
offering reliability through digital screening of ad-films, said Mishra. With digital projection, stringent monitoring of
content comes in, guaranteeing the screening of the ad through constant verification of log codes. This transparency
would secure a reliable source of income for both the advertiser and theatre owner, expanding the market of audiovisual
advertising to theatre halls. Currently, the bulk of audiovisual advertising goes to television. Cinema advertising would
be more effective, because it is not in your face and does not appear in between the programme, as it does on
television, said Mishra. “Also, it is catering to a captive audience, who is more receptive. And even if the theatre’s
occupancy is half full, a sizable population can be reached,” he added. UFO Moviez, the digital cinema venture of UFO
India Ltd, has installed digital projection systems in 1,000 theatres and transmits films via satellite. It targets to install
3,000 digital projection systems by 2010.

Prime Focus to buy 2 US firms for $43 million
Source:, Date: Nov 29, 2007
Prime Focus Group is acquiring for $43 million (around Rs 1.7 billion) two US -based post-production and visual effects
firms - Post Logic Studios and Frantic Films. Being all-cash deals, the Mumbai-based company plans to raise $55
million (Rs 2.2 billion) through a FCCB (foreign currency convertible bond) issue to fund the acquisitions. "The Prime
Focus Group is close to reaching final agreement to acquire Post Logic Studios and Frantic Films for a total
consideration of $43 million, pending finalisation of deal structure and applicable regulatory and statutory approvals,"
the company said in a release. The acquisitions will add to Prime Focus' global footprint. While Post Logic Studios has
offices in Hollywood and New York, Frantic Films operates in Los Angeles, Winnipeg and Vancouver. Prime Focus
currently has six visual effects and post-production facilities across India and four facilities in London. "The acquisition
will also add rights over 55,000 square feet of prime real estate in the heart of Hollywood, and a talent pool of 200 new
staff members," the release said.

Prime Focus will have access to the R&D division of Frantic Films, which develops and markets visual effects software
solutions. Frantic Films has worked on top Hollywood films including Fantastic Four: The Rise of the Silver Surfer,
Grindhouse, Superman Returns, X   -Men 3, Poseidon, Mr. Miagorium's Wonder Emporium and Journey 3-D. Plans are to
continue operations of both Post Logic Studios and Frantic Films as independent facilities, providing both companies
access to a talent pool of over 400 visual effects artists worldwide. Prime Focus can have a three-way pipeline of work
and talent pool - India, UK and the US. Taking the acquisition route, Prime Focus bought out UTV's post production
business in September this year. Analysts say the intent to buy the two Us firms fits into Prime Focus's overall plan to
scale for larger projects.


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McCann setting up second agency
Source: Economic Times, Date: Nov 30, 2007
McCann Erickson India, part of the Interpublic Group, is in the process of setting up a second agency in India. While the
blueprint is being set in place, the agency is expected to launch by end 2008. McCann Erickson sources explained that
the move was aimed at providing a option for small and mid-sized clients, who might not be a natural fit with the mother
agency. “It is not that it has not crossed our minds, but there is no immediate plan,” McCann Erickson chairman &
regional creative director (Asia Pacific) Prasoon Joshi said. However, senior officials in McCann told ET, that the
agency was looking at a more localised second agency, to ensure comfort levels with smaller clients. The second
agency when rolled out will, however, be a 100% subsidiary of IPG. Senior officials also pointed out that the
management was, currently, grappling with the financial issues a second agency could pose. One being, the rising real
estate costs couples with the fact that advertising margins were only getting thinner. “A second agency, however, is a
must, to grow the portfolio of clients and categories that an agency handles.

While small and mid-sized clients if looked at in isolation may not look as such a significant revenue churner, in due
time the volume of clients account for a significant chunk,” said the source. He further added that while a mid-sized
client is not a big spender today, it might emerge into a big spender in the future. Interestingly, McCann Erickson is one
of the last movers in terms of setting up a second agency in India. The most successful such spin-off was the JWT (then
HTA) launch of Contract Advertising, which is now considered a major agency in its own right. Another ‘subsidiary’
agency of JWT is Fortune while FCB Ulka has a subsidiary called Interface. O&M’s erstwhile second agency, David,
was recently merged with Bates Enterprise.

Walt Disney set to take control in UTV
Source: Hindustan Times, Date: Nov 30, 2007
The US based $63 billion entertainment giant, The Walt Disney Company Ltd, the company behind Mickey Mouse and
Donald Duck cartoons, is all set to acquire management control in UTV Software Communications Ltd, the company
promoted by Screwvala. Disney had acquired 14.85 per cent in UTV at Rs 200 per share in August 2006 and will
acquire 11 to 15 per cent more through a private placement of new shares at around Rs 1,250 per share, industry
sources told Hindustan Times. The deal, if it goes through, could pave the way for Disney to set foot in the country's
exploding entertainment market through its hold over one of the foremost content producers. Walt Disney, which is
expected to make a public offer to minority shareholders under regulatory rules to buy 20 per cent more stakes, plans to
ramp up its operations in India that include setting up of mega theme parks and a captive production centre for its global
business. The fresh funds would be used to build infrastructure to create software for the global operations.

Screwvala and associates currently control 30.67 per cent in UTV and his stake is expected to come down to 26 per
cent after the placement of new shares. Despite repeated attempts, the UTV chief could not be reached for his
comments. Sources said the deal is expected to close in December itself. At the current market value of about Rs 1,800
crore, Screwvala and associates have stakes worth well over Rs 500 crore. UTV, which started off as a standalone
production house, is famous for shows including its Bournvita School Quiz Show on television hosted by popular
quizmaster Derek O’Brien. It also produced the recently released John Abraham and Bipasha Basu-starrer Bollywood
film Goalreleased this month and Cheeni Kum, a niche-audience oriented drama starring superstar Amitabh Bachchan
and Tabu. After increasing its holding to above 26 per cent, Walt Disney would give an open offer for 20 per cent under
the takeover code of Securities and Exchange Board of India (SEBI) and would take management control of the
company, sources said. Since June 2006, the promoters' stake in UTV has come down by around 13 per cent from 44
per cent.


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               INDUSTRY WATCH

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Film merchandising comes of age in India
Source: Business Standard, Date: Nov 9, 2007
One can still hear sighs emerging out of Rajshree, the production house that made Hum Aapke Hain Kaun, over the
notional loss of revenue for not coming out with an authorised line of Madhuri Dikshit's dresses, which dotted the flea
markets after the mega hit. While Bollywood stars have often influenced barbers, Dikshit's outfits influenced tailors far
and wide without earning a single rupee for Rajshree since at that time merchandising was yet to be looked upon as a
source of revenue. Not any more. Film makers have realised that clothing can be a lucrative revenue stream and expect
it to become worth Rs 150 crore by next year. At present, the total merchandising industry is worth Rs 300 crore, but 90
per cent of it goes to television and films get only a measly 10 per cent. Consequently, designers, always an integral
part of the film-making team, have begun to come in at the earliest possible stage: while the film is still being
conceptualised. Om Shanti Om, which will hit theatres on Friday, and others in the pipeline such as Welcome and Race
have done it already. Harry Baweja's Love Story 2050 is said to be in talks with jeans brand Killer to introduce a denim
clothing line based on the film. "Bollywood clothing has always caught people's fancy, which the unorganised sector has
cashed in on. A legitimate clothing line can be a source of revenue. We therefore brought in designers right from the
conceptualisation of the film," said Farah Khan, director of Om Shanti Om. The film's producer, Red Chillies
Entertainment, has tied up with retail chain Shoppers' Stop to unveil apparel on the look of the actors. The store expects
to earn over Rs 8 crore from the limited edition.

Unlike Hollywood, where 15-35 per cent of a film's revenues comes from merchandising (accessories, clothing),
Bollywood merchandising contributes barely 2 per cent of a film's income. But things have begun to change with Hrithik
Roshan-starrer Krrish, animated movie Hanuman, Om Shanti Om and Saawariya. However, not all films can tap this
revenue stream. For production companies to monetise apparel, the clothing line has to be wearable for the masses.
"Given the story line of Saawariya, we knew that only the hero's clothes could be saleable to the masses. Therefore, we
unveiled men's apparel based on his style in the film," said Uday Singh, managing director of Sony Pictures, which has
produced the film. So what's in it for retailers and brands? "Film production houses giving merchandising rights to
brands or selling the clothing line in association with a large format retailer is a big opportunity for stores. Film clothing
sells three times faster than any other line," said Sanjay Bindra, executive director, Biba Apparels. The clothing brand
has worked on Devdas, Baghban, Hero and others. Film merchandising rights come to a retail store for a minimum
guarantee and royalty. While the minimum guarantee can range between Rs 50 lakh and Rs 1 crore, the production
company earns another 6-8 per cent of the turnover as royalty. As in everything, the price is crucial. "The pricing of film-
based apparel is crucial. For Om Shanti Om, the pricing has been done with the aim to make it affordable for the
masses," said Govind Shrikhande of Shoppers' Stop.

Online advertising to click, finally
Source: Financial Express, Date: Nov 11, 2007
A boom in Internet advertising is just waiting to happen as connectivity improves with a wider use of the broadband.
Online advertising is catching up fast in a market dominated by the print and television media. Says Manish Agarwal,
VP-marketing, Rediff, “Online advertising is growing at a faster pace, though it might be just 5% of the total Rs 10,000-
crore advertising market in India.” Leading portals and websites in India are also seeing a revival in Internet advertising.
Rediff saw an increase of 22% in online revenue from its India operations in the quarter ended September, 2007. It
largely comprised revenue from advertising and fee-based services. Consumer finance, employment, travel,
matrimonial and insurance accounted for 56% of the company’s advertising revenue for the quarter. “             The top 10
advertisers contributed approximately 45% of advertising revenue for Rediff’s India online advertising business,”
Agarwal adds.

Similarly, Web18 has also recorded growth of 120% in terms of revenue through online advertising this quarter.
According to Rajan Srinivasan, head of sales at Web18, “We are seeing more brands flowing in for ads this year. We
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are witnessing growth of 40% in terms of advertisers and brand count this festive season,” he adds. Moreover,
advertisers like eBay are also increasing their online advertising by integrating with other websites. For eBay, October
to December is a period that sees the highest spend on advertising. That’s because this period is the biggest quarter of
sales for all brands due to festivals and marriages. “Online advertising caters to the marketers' need to communicate to
an engaged target audience and, therefore, an increasing number of brands are targeting these early adopters through
360 degree marketing communications, including ads and interactive media like blogs and contests,” says Rathin Lahiri,
chief marketing officer, eBay India.

Hollywood bets big on Bollywood
Source: Times of India, Date: Nov 18, 2007
First things first: the Saawariya-OSO duel be damned. With the release of Sanjay Leela Bhansali’s latest film,
Hollywood has officially entered the Indian film arena... and it’s time to pop the bubbly. According to the international
studio, the movie grossed Rs 55 crore in its opening weekend. Quite encouraging for a market that promises to open up
to bigger, better things, now that foreign investment has come in. “India has a rich and a prolific film history and we at
Sony Pictures recognise the potential and importance of the Indian market. Tying up with an Indian company (as Sony
has done with Eros for six co-productions) gives us the opportunity to team up with not only a leading production and
distribution house but also gives us the opportunity to work with the talent in India and interact with the enormous
creativity that the Indian film industry has to offer,” says Vikramjit Roy, head (publicity) for Sony Pictures Releasing
India. While Sony produced Saawariya for the worldwide market, other Hollywood studios are getting into coproduction
with Indian studios. In 2006, UTV announced a slate of coproductions with leading Hollywood studios, with a total value
across projects of $37 million. UTV and Fox Searchlight announced a co-production deal on the film I Think I Love My
Wife, starring Chris Rock. The $14 million production is UTV’s second venture with Fox after The Namesake. The studio
has also announced a $30 million coproduction agreement with actor-producer Will Smith and his production company
Overbrook Entertainment and Sony Pictures Entertainment, for films to be created and distributed worldwide. “India is
one of the most remarkable places on earth and its motion picture industry has always fascinated me,” said Will Smith.

What do tie-ups such as these mean for Indian players? Explains Siddharth Roy Kapur, executive vicepresident
(marketing, distribution & syndication) UTV, “Co-productions such as ours are a creative and commercial opportunity to
play on a global stage. We are being able to mine new revenues across the world. Also, we now have the reach to take
our movies to a non-diaspora audience.” The studio recently announced a tie-up with Fox for M Night Shyamalan’s next
film The Happening. The movie has a budget of $57 million. Can the co-production model really work in India? Or will it
lead to ‘creative differences’ between directors and the studios? While Sony Pictures “fully supported the creative vision
of Sanjay Leela Bhansali”, Shyamalan claims, “I won’t go ahead if the studio does not like even single page in the script.
I won’t make a movie if the studio is not convinced about my rationale. My experience with studios across has been
ideal and they have always let me have my will in making the movie.” Come January 2008 and an Indian film will be
shot on location in China for the first time ever. Starring Akshay Kumar and Deepika Padukone, Made In China is being
co-produced by Warner Bros Pictures and veteran director Ramesh Sippy. “At the turn of the century there was a lot of
promise in the air about globalisation in Indian cinema. With this v enture, we are bringing that dream closer to reality.
Both Hollywood and the Indian film industry stand to gain a lot from each other,” says Sippy. Finally, it’s about the
money. With Hollywood studios willing to put in big bucks, fees of desi directors and actors are skyrocketing. “The crore
is the new lakh and nobody’s complaining,” says an insider.

Hoteliers, travel portals partner to boost bookings online
Source: Financial Express, Date: Nov 18, 2007
With the Indian online travel market expected to grow at an average of 46% annually to reach the $4 billion mark by
2011, hoteliers as well as online travel portals are gearing up to make the most of it. Hoteliers are not only working
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closely with multiple travel portals, wherein travel portals list hotels for free and work on commissions like travel agents,
but are also revamping their websites to make them more user-friendly. To start with, Marriott International, which sees
5-6% of its booking being made online currently, is expecting the same to rise to 40% in the coming weeks. The
company is not only busy revamping its website to make it more user-friendly, but is also not ruling out the possibility of
a website in Hindi. "We don't have any plan as of now, but we are not striking out a possibility, either", said Geoff
Garside, executive VP-Asia Pacific, Marriott. The hotel management company puts around $10 million annually on e-
commerce, indicated Garside.

Similarly, InterContinental ( Marine Drive , Mumbai) sees online bookings in the range of 15-25%, depending upon the
season. "All hotels today rely on online business. We too get a fair amount of business from the internet," said Romil
Ratra, GM, InterContinental. "We are constantly working with multiple travel portals to ramp up sales through e           -
bookings", said Ratra. Travel portals are also tying up with retail outlets and travel agents for a mass presence. “Almost
90% of travel bookings still take place offline,” said Sandeep Murthy, CEO, has tied up with
the Future Group for a retail space in all the Big Bazaar outlets and has plans to join hands with travel agents in the
country. Currently, the portal has a market share of 35% and expects to break-even by next year end. The portal earns
3% to 6% as commission on airlines and 10%-20% on hotel bookings., another travel portal, has tied-up with
Sify Technologies, to increase the penetration of travel related services, including air tickets and hotels/packages at
retail level, via 7000 Sify's retail points.
Animators eye local market to power growth
Source: Business Standard, Date: Nov 19, 2007
Players in the Indian animation industry, who primarily cater to movie studios in the US, are increasingly looking at the
domestic market, especially after the commercial success of animated movie Hanuman. Of the total revenues
generated by the Indian studios, approximately 70 per cent comes from outsourced work. While the domestic market is
still very nascent, analysts predict there is tremendous growth opportunity for animated content in television and
movies. Over the next four years, the growth in the domestic demand for broadcast animated content on TV is projected
to grow at a compounded annual growth rate (cagr) of 49.5 per cent, according to a Nasscom report. For the same
period, the market for fully animated movies in India is likely to match the offshore market, growing from its current size
of Rs 65 crore to Rs 340 crore. While the growth is evident, issues like funding, quality and skill sets are the challenges
that the industry is grappling with. “India has a large base of stories and lot of them are going into production. But
funding is a huge issue. An average quality work project will cost anywhere between Rs 5-6 crore. But if you are looking
at Hollywood quality work, it will be upwards of Rs 50-60 crore,” says Tapaas Chakravarti, managing director and chief
executive officer, DQ Entertainment. DQ Entertainment recently announced its foray into Bollywood with the production
of an action film and an animated TV series. While revenues from the domestic market will be in the range of 7-8 per
cent by 2009, Chakravarti is expecting a growth of 45 to 50 per cent during 2009-2011. The company plans to produce
an action film every year, starting from 2008 along with an animated TV series every 18 months. Two major concepts
for a full length feature film and animation in Indian content is also under development. The industry realises that it
cannot sustain purely on overseas work. Moreover, with forex fluctuations, these companies need to look at business
models that can sustain growth.

Kanakasabapathy Pandyan, director (planning and strategy), Graphiti School of Animation agrees. “Yes, the domestic
market is certainly growing. But unlike the IT industry which has grown on the services model the animation industry
cannot work like that. Rather, those who went in for this model are now complaining that their bottomlines are getting
affected. Besides, scaling up is a huge issue. Apart form a few players who have about 2,000 employees, others
manage with 200-300 people.” From day one Graphiti has focussed on creating intellectual property (IP)-based work.
Pandayan believes that apart from entertainment, demand for animation will also spring from the medical and
architectural verticals. Toonz Animation, which worked on the animated Tenali Rama series and India’s first successful
animated feature film, Hanuman, is working on 20 projects in collaboration with Indian and international partners. Jaya
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Kumar, CEP, Toonz Animation added, “If you look at any cartoon channel in India, there is very little Indian content.
Moreover, there is a dearth of content as these programmes are being repeated at least three to five times a year. The
Indian industry will take its time to grow, especially for the TV, as there is no mature revenue model. A lot is still being
tested.” Toonz has signed up with Percept Picture for the production of Hanuman 2, which is due to release on
December 20, 2007. Demand for animated content is also rising as a majority of kids and parents, who view this
content, reside in tier II and III cities.

Looney Tunes
   § Domestic entertainment animation industry is expected to touch Rs 1000 cr by 2011
   § Fully animated film segment should grow to Rs 340 crore in the next four years
   § TV/broadcast animated content is growing at 49.5% CAGR
   § There are 500 studios in India

Gaming industry bets big on tinsel town hits
Source: Financial Express, Date: Nov 19, 2007
The online gaming revolution could just be round the corner in India, what with the gaming industry all set to cash in on
the magic of the Hindi film world, one of the strongest influencers of the masses. With gaming on movies like Don and
Krris succeeding, online Companies like Hungama and Zapak are all set to launch games based on soon-t o-be-
released Hindi movies. Reveals Carlton D’Silva, creative director, Hungama, “We are in talks with Aamir Khan to
develop either an online game or other online applications like talent-centric ones based on his forthcoming movie Tare
Zameen Par .” Hungama is also looking at the possibility of creating an online game on Dhan Dhana Dhan Goal—the
newest Hindi flick awaiting release . Similarly, will also be soon launching a game based on yet another
forthcoming Hindi movie. But, Rohit Sharma, COO, Zapak Digital Entertainment Ltd, declined to share any more
information on this. Says he, “We are talking to production houses, studios and movie associations in this regard.” The
Rs 21-crore gaming industry currently is at a nascent stage in India and the Hindi film industry contributes less than 5%
to this segment. In India , school- and college-goers in the age group of 17-25 are the key drivers of this segment.
Experts believe that going forward, Bollywood will play a significant role in growth of the online gaming industry. Says
Alok Kejriwal, CEO and founder of, “Creating a game on a forthcoming Bollywood movie involves a lot
of risk as it depends on the success of the movie. However, games based on classics like Sholay or Dhoom have a
good chance of being hits.”

Virgin eyes Indian mobile & movie market; to expand FM radio biz
Source:, Date: Nov 19, 2007
Richard Branson's Virgin group will soon step into India's mobile phone market and make animated films while
expanding the FM radio business. "We have a partner now and will reveal it in two months. It will not be long before we
enter the mobile phone business in India," said maverick magnate Branson, dressed in a full attire of a north Indian
dulha, resplendent in his red dhoti, immaculate sherwani and ornate pagri. Branson was addressing the press to mark
the first anniversary of Virgin Radio's tie-up with HT Media Ltd. Branson also spoke about the expansion in the Indian
comics business. Plans are afoot to convert many of these comics into films. Virgin comics is a joint venture with
motivational guru Deepak Chopra and film director Shekhar Kapoor. Regarding the music industry, Branson said live
shows was an important piece of the revenue cake. "The future of the music industry lies not in record sales - which is a
dying business - but in Live shows," he added. This indicates the route the music industry is going to take, as this
seems part of the audience research findings by the channel, as well as Branson's own massive international
experience in the radio business. Sir Branson's entry was typical of the man who could dare to start the first space
tourism company.

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He alighted at the gate of the Imperial Hotel in a dulha (bridegroom) attire, mounted a steed and followed all the way to
the lawns gesticulating in bhangra style, and then exchanged large headphone 'garlands.' On a more serious note,
Branson stated that he has been astounded by the talent pool at the Fever 104 team, "just 120 odd people who have
the extraordinary calibre of making the channel the No 2 in the country in just one year".

"I have visited the team in their studios," he said, "and this is an amazing team, and I am sure that the in the next two
years, the channel will reach all the major towns of the country, if not go on to become a full national channel." Asked
what was the truly differentiating factor for Fever 104 FM, HT Media chief Rajiv Verma said it was high quality music but
Branson was more focussed. "Our research across the world has shown that young people are not really interested in
RJs babbling about health tips and what to eat in the morning than constant good music, and that is what Fever 104 FM
is doing, which to my mind is the real differentiating factor," he said.

Verma himself had earlier stated that as and when more licences are released, Fever 104 FM would open many more
channels, and the upcoming one, after Mumbai, Delhi and Bangalore, is Kolkata. Branson said also that HT Media has
undergone a tremendous change over the past three years, much in reflection of the terribly exciting changes that India
has seen, and added that India's sheer power and talent is becoming a major challenge for Britain and the latter would
have to struggle to keep up with India. Answering a query, Verma said that HT Media's decision to tie up with Virgin was
because the latter has tremendous experience and major success stories, first in UK, and then in Thailand and other
places. "We thought that since the industry here is nascent, we would really learn from this and have common
associations, and now it seems that all our assumptions have come true," he said.

Non-traditional media to bag bigger ad spends
Source: Business Standard, agencyfaqs, Date: Nov 21, 2007
Below-the-line spends will equal print & TV advertising, says a study by Lintas. By 2008, what the advertisers will spend
on below-the-line activities will equal their above-the-line (traditional print and TV advertising) spends. This means that
the ratio of traditional advertising versus non-traditional media such as activation, digital marketing, out-of-home
advertising, events, et al, will be 50:50. The finding is a part of an in-house study conducted by Lintas Integrated
Marketing Action Group (IMAG) that has eight divisions under its umbrella constituting below-the-line media. IMAG is
part of the Interpublic Group ad agency Lowe in India. Speaking to Business Standard, Ashish Bhasin, director, IMAG,
said that just four years ago, below-the-line versus traditional media spends ratio was 25:75.

“Even though the study does not have a huge sample size, it gives us a very clear idea of the trend as we have been
conducting the research on the subject for the last four years,” he added. The study also reflects that though advertisers
are keen to spend on activation (ground events, sampling) and digital marketing, they do not find enough help. “They do
not get assistance in terms of people who could deliver a reliable service. Advertisers are looking for accountability,”
Bhasin said. It’s not difficult to see why ad spends are moving into non-traditional media. Consumers are changing and
traditional media such as print and television is highly fragmented. That’s not all. Increasingly, consumers are found out
of home. “Therefore, the standard way of reaching the consumer is becoming more difficult and expensive,” Bhasin
observed. Besides, advertisers don’t want the brands to merely reach the consumer, they want consumers to
“experience” the brand. “Hence, the growth in usage of non-traditional media,” said Bhasin. Even for Lintas India (that
operates Lowe, Lintas Media and IMAG), its non-traditional media division, IMAG, is the fastest growing unit.

Little surprise then that Bhasin, who set up IMAG four years ago, has just been appointed executive vice-president of
Lowe Worldwide as well as the regional director (Asia) for Integrated Marketing to take care of non-traditional media
initiatives in the Asia region. In view of IMAG’s success in India, his mandate is to set up divisions for non-traditional
media solutions in markets like the Philippines, Singapore, Vietnam and China. “The Lowe group is ready to make
investments in these markets. We will either grow organically or through acquisitions.
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Also, we cannot foist all the divisions which we have under IMAG on other countries. Their requirements may be
different,” he said. Bhasin said that growth in below-the-line would come from activation, out-of-home and digital media
that includes web and mobile marketing.

Bollywood toons up!
Source: Economic Times, Date: Nov 22, 2007
There is a cyclone brewing in India’s animation film industry, after ‘Hanuman’ took the Indian film industry by storm.
Many animations films are taking shape in studios, with big budgets riding on them and industry insiders claim that
close to 10 such films will be ready for release in India in 2008. Here’s a peek at what viewers can expect. Yashraj
Films Ltd in alliance with The Walt Disney Studios has finished 60% work on its first animation film ‘Roadside Romeo’,
slated for release in June 2008. Shemaroo has also finished work on ‘Ghatothkach’, its second animation film after ‘Bal
Ganesh’. Govind Nihalani is working on ‘Kamlu’, his first animation film, and has lined up three other animation projects
after that. Apart from these big banners, a handful of other studios are also busy designing characters on their story
boards. Yashraj Films chairman Yash Chopra said animation has a huge business potential and India needs some good
products. “We have seen the success of animations films. We have just stepped into this field and hope to give a good
product,” he said. Yashraj’s film will be a full fledged 3D animated feature film, with all the elements of a Bollywood flick.
The lead character is a dog and it will have the usual masala expected from that banner. So, Mr Chopra explained: “We
will have everything like songs, romance, fights etc like a Bollywood film. Jugal Hansraj is directing the film.” While he
declined to give investment details, he admitted the amount involved is ‘huge’. The likes of Kareena Kapoor, Saif Ali
Khan, and Javed Jafri will give their voices to these animated characters. Though Mr Chopra was cautious, saying
Yashraj’s future animation projects will be decided after the release of ‘Roadside Romeo’, it is learnt that the tie-up
between Yashraj and Walt Disney extends to more films in the series.

Govind Nihalani, the director known for critically acclaimed films like ‘Dev’ and `Thakshak’, has also turned to animation
and is currently concentrating on his forthcoming 3-D animation film ‘Kamlu’. This is the first of four animation films he
has lined up. Mr Nihalani said he is investing close to $3 million (about Rs 12 crore) in his maiden animation film,
‘Kamlu’, with a promise of making it something big and giving something for everyone. “I am working on the pre-
production of the film. It will not be just another animation film. It is an area very close to my heart. I want to make
something worthwhile. And this is not just one film, I have three more animation films lined up after that. I will start
working on them soon after ‘Kamlu’ is done,” he said. Indications are that the film will have four songs and will be
released in Tamil, Telugu, Hindi and English at the same time. Mr Nihalani expects to release the film by end 2008.
Shemaroo Entertainment’s ‘Ghatothkach’ is set for release soon. Shemaroo managing director Atul Maroo said they
have invested Rs 15 crore in this venture. “We got a good response for our first animation film, ‘Bal Ganesh’ and our
second films is set for release soon. After this, we hope to make two animation films every year,” he said. Singeetam
Srinivasa Rao, who directed the silent film ‘Pushpak’, starring Kamal Haasan, has directed ‘Ghatothkach’.
Sunanimatics, who partnered Shemaroo for ‘Ghatothkach’ is also working on three other films called ‘Eshan — the
legend of Bhairav’, ‘Romeo’s Ronnie & Juliet’s Jennie’ and an untitled movie based on gaming.

Mumbai-based Graphiti Multimedia, led by Ram Mohan, who is regarded as the father of India’s animation film industry,
is developing two animation films that are being produced by Turner, a Time Warner Company and by Anubhav Sinha,
the director of the recent Hindi film ‘Cash’. Graphiti director Munjal Shroff confirmed the development work going on in
his studio. “We are making a film for Turner, which will be a full-fledged animation film. We are making a film for
Anubhav Sinha, titled ‘Shlok’, based in ancient India, but it is not a mythological,” said, declining to disclose more on the
projects for the time being. Apart from this, the Anil Dhirubhai Ambani Group’s Adlabs has announced an animation film
with superstar Rajnikant playing the lead, which his youngest daughter Soundarya will direct. Another animation film
called ‘Ginny and Jonny’, based on the eponymous apparel brand, will also be made by Adlabs.

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Karan Johar is also said to be working on an animation film based on ‘Kuch Kuch Hota Hai’ while 5 Motion Pictures and
EzGyan, based in Pune are also working on an animation film based of the life of the Maratha king Shivaji. Other
animation studios like Prime Focus, UTV Toons, Picasso, 2nz Animation, Prana Studios, ect are working on different
film projects in 2D and 3D animation.

Entertainment industry to touch Rs one trillion
Source: The Economic Times, Date: Nov 22, 2007
The size of Indian media and entertainment industry is expected to more than double to Rs one trillion by 2011 if the
current pace of growth continues, Union Information and Broadcasting secretary Asha Swarup said. "The size of media
and entertainment industry is Rs 437 billion and is expected to grow by 18 per cent in next five years touching Rs one
trillion mark by 2011," Swarup said at a CII conference on the eve of 38th edition of International Film Festival of India
(IFFI). Goa Chief Minister Digamber Kamat, Chief Secretary J P Singh, and chairman of CII national films committee
Bobby Bedi were also present for the conference. "The share of the filmed entertainment industry is comparatively
small. Its present size is Rs 84 billion, which at 16 per cent cumulative annual growth over the next five years, is
expected to reach Rs 175 billion," Swarup said. Hinting at bigger growth potential for Indian films, she said these films
are viewed in over 120 countries in the world.

Effective eyeball measurement is the way to go for digital OOH
Source:, Date: Nov 23, 2007
Digital media is ready to take on the markets. Digital Signage Asia brought many media brands together under one roof
to discuss the possibilities of digital media in India. Laqshya Media is very gung-ho about its digital launch. Laqshya
Digital, Laqshya Media’s digital outdoor arm, will be launched in January 2008. Its main targets will be offices, malls and
multiplexes. Laqshya has tied up with DLF and has complete rights to all DLF office properties. “Within offices, our
target spot would be the lobby where, on an average, a person spends at least two to five minutes waiting for the
elevator,” Chetan Madaya, CEO, Laqshya Digital, told agencyfaqs! Other equally strategic spots within office premises
would be inside the elevator, at the entrance of the office, at pillars and in lunch rooms. Malls and multiplexes, too, have
been signed up by Laqshya. PVR Cinemas, Fame Adlabs and Movietime are among the multiplexes and major malls it
has signed up with in Mumbai (Nirmal Lifestyles) and Delhi (Spice, Crossriver, Shipra). Laqshya Digital owns exclusive
rights within these malls and multiplexes for all the digital content displayed.

Madaya spoke of a very near future scenario in which advertising would be much more futuristic. At this point, the
consumer will not be within the confines of the four walls of his home, but outdoors. So, the media needs to aim at
grasping his attention while he is on the move. This can be made possible through effective use of point casting media
(where information is available to a particular consumer exclusive to his needs and wants). Another point that Madaya
highlighted was the audience measurement that was carried out in the OOH segment. “The reach that the digital
medium achieves is what measures the competence of the medium. But how do we measure the reach is the
question?” he said. Laqshya Media has employed a very yielding technology. The company that provides Laqshya with
the essentials is TruMedia. The technology, called iCapture, is an imaging system that delivers accurate viewing
measurements for out of home advertising. The technique helps measure the audience, what they were watching, how
many of them were watching and for how long they were watching. The demographics can be broken down to number
of men and women. Madaya feels the need to address the audience measurement system in an assertive manner.
“Instead of digital OOH being rated on the basis of the number of screens that are employed on a specific place,
audience must be measured on the number of eyeballs and footfalls,” he said.


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Admen, thou shall not take kids for ride
Source: Times of India, Date: Nov 23, 2007
Finally, self-regulation guidelines on advertising of food and beverages have been framed by the Advertising Standards
Council of India (ASCI). These guidelines, which have been framed with the objective of observing caution and care
while promoting products containing high fat/sugar/salt, directed at children below the age of 13 years, will be applicable
from January 1, 2008. Advertisers, who currently do not fall in line with these guidelines, would thus need to quickly
modify their ads by the end of this year. “Th e preamble aptly states that children’s choice of diet (food and beverages)
and level of physical activity, can impact their general health and well being. It can have a positive influence by
encouraging a healthy, well balanced diet, sound eating habits and appropriate physical activity,’’ said ASCI secretary
general Alan Collaco. TOI had reported in its editions dated March 30 and April 9, 2007, about ASCI working in sync
with its members to frame guidelines on food and beverage advertising targeting children. While such guidelines are
strictly followed in other developed countries, India has just about started the process. Members of ASCI include big
multinationals like Coca-Cola, Pepsi, Hindustan Unilever, Cadbury and Nestle, and Indian food majors like Dabur and
Parle, among others. The guidelines come at a time when India is reporting high incidence of obesity among children
and young adults, which could also lead to lifestyle diseases like high blood pressure and diabetes. The guidelines say
advertisements should not mislead consumers to believe that consumption of product advertised will result directly in
personal changes in intelligence, physical ability or exceptional recognition. Such claims if made in advertisements
should be supported with adequate scientific substantiation.

Five Commandments
1 Ads should not make unsubstantiated claims
2 Unless a food product has been nutritionally designed as a meal replacement, it should not be portrayed as such
3 Messages in ads should accurately portray t e products, in a way that is in keeping with children's ability to
4 Ads should not show over consumption of foods & beverages. It should reflect moderation in consumption and portion
sizes appropriate to occasion or situation
5 Ads should not undermine the role of parental care and guidance in ensuring that children make proper food choices

Fashion shows, celebrity & music equal Twenty20
Source: Business Standard, Date: Nov 26, 2007
Leading media agencies are b       usy selling the Twenty20 format to marketers. In order to maximise the return on
investments of leading advertisers and to create more advertising opportunities for the advertisers during the Twenty20
format cricket matches, fashion shows, musical events, and celebrity appearances may be introduced in the
forthcoming India Premier League (IPL) matches that starts in April, 2008. Leading media agencies from Delhi and
Mumbai are currently making presentations to their clients explaining them the benefits of associating with the
Twenty20 format cricket. These agencies are also in touch with senior executives of the Board of Control for Cricket in
India (BCCI), the promoter of IPL, sources said. “Film personalities, models, sports stars, pop-stars among others will
be roped in for special shows in between the Twenty20 matches. Each of these stars taking part in such events can
have a number of sponsors like apparel, sun glasses, backdrop, drinks, shoes, mobile phones etc. that will be televised
across the world,” a senior media agency source said. The BCCI is also in the process of finalising various marketing
and broadcasting rights for the tournament. A number of current Indian cricket team players along with international
stars will participate in IPL that was formed by the BCCI as an alternative to India Cricket League, an Essel Group
initiative promoted by Essel Chairman Subhash Chandra. According to one Gurgaon-based media agency executive,
the IPL may be able to generate revenue in excess of Rs 500 crore if the events had a large number of advertising

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“The Twenty20 cricket format is still a new concept for the advertisers and is quite opposite to the traditional advertising
during a one-day international match. In England, there are a number of local advertisers that use the event effectively,”
a senior executive of a sports marketing firm said. Agrees Manish Porwal, managing director, India-west and south,
Starcom Worldwide. “It’s a good time for advertisers to come in as they will get an early mover’s advantage. There is
always an intrigue around any new format but there is no stampede as of now,” said Porwal. The ICL kicks-off on
November 30 in Chandigarh and features a number of lesser known cricketing talents along with international cricket
stars like Brian Lara, Inzaman-Ul-Haq, and Michael Bevan along with Indian cricket discards like Dinesh Mongia, Rohan
Gavaskar among others. For the India Cricket League, big advertisers have not come forward and are sitting on the
fence. “Our client will take a call of putting money on the ICL after gauging its response and popularity,” says a media
buying executive handling a leading mobile company. Commenting on Dentsu’s plans for IPL, Sandeep Goyal,
chairman, Dentsu Communications said, “It’s too early to look at such opportunities. We still don’t know the details of
the event.” Dentsu was responsible for raising nearly Rs 500 crore for Set Max during the ICC World Cup that was held
in March in the West Indies.

Animated characters becoming face of brands
Source: Economic Times, Date: Nov 26, 2007
Remember Fido, the cool swanky doodle that endorsed 7 Up and the Pillsbury doughboy hooting ooo-ooh? Asian
Paint’s Gattu, ICICI’s Chintamani, Air India’s Maharajah, Sunfeast’s Sunny—a few of these animated characters have a
strong connect with many of us. With the world of advertising turning more experimental, animated characters are
increasingly becoming the face of Indian brands. And with more and more animated advertisements being shown on
Indian television, it is evident that instead of using models or celebrities, companies are more open to using the tool of
animation. This includes advertisements being made with the help of 2           -D, 3-D and clay animation. And the animated
advertisements cost same as the regular advertisements. These days, companies are trying to create a character that
matches the characteristics of the brand, lending it a fresh look and promoting a new medium of communication.
Amaron Battery, Vinita Cucine, Tata sky, ICICI Prudential are a few of the several companies that have succeeded in
presenting the brand in an animated version. “An endorser must convey the character of the brand. Though celebrities
help getting quick recognition there is a problem of multiple endorsements. Often celebrities become more powerful
than a brand, which is known as ‘dwarfing of the brand’. This is not the case with mascots,” says Triton Communication
director Sanjay Chakraborty. The popularity is not only based on the response that these characters get, but also the
fact that these faces have a higher recall value. Apart from a giving the brand a new perspective, such characters are
remembered for a longer duration.

Celebrities get associated with too many products and therefore it is difficult to relate them with one particular brand.
“With celebrities endorsing a number of brands, viewers are not much convinced,” says Famous House of Animation
production manager Sharath Shankar. “When I think of Shahrukh Khan several brands such as Pepsi, Airtel, Santro,
Emami come to my mind. Fido, however, will instantly remind me of 7 Up. The strength of mascots lies in effectively
communicating the ethos of the brand and registering in the minds of consumers,” agrees Mr Chakroborty. The cost of
creating these characters is as much as of a normal commercial. “It would cost about Rs 40-50 lakh to create
claymation characters,” says Mr Chakraborty. Lowe Advertising creative director Delna Sethna says: “The first
Chintamani ad cost around Rs 7 lakh. We made three such ads, but the third one cost around Rs 15 lakh, because of
more detailing in terms of sets and props.” Animated characters also give more scope for creativity and flexibility. The
impact and success of the mascot, however, depends on how effectively it conveys the brand values and the ideals that
consumers would associate with. Mascots have to be dynamic and must be adapted with changing times. “As creators,
we can design a completely new persona for the brand, we can make the animated character do anything, which is not
always possible with models or celebrities,” says Vaibhav Kumaresh, who crafted Chulbuli for Clinic Plus shampoo and
was associated with Amaron Battery ad, an example of clay animation.

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“When we scripted Chintamani, we wanted to project a middle-class Indian, who is constantly haunted by taxes and
less savings. He was a projection of an average Indian’s extended reality,” says Ms Sethna. “It was indeed a big risk for
us and the client to use an animated character, but risk is also there when we use models or celebrities. But it paid off
well. Now if presented with such an idea, other clients will not shy away from animated ads or characters,” says Ms
Sethna. “We have a print campaign for Croma, wherein we will use miniaturised characters,” she adds. So while
‘Chintamani’ of ICICI solves all your worries related to tax savings and good returns paving a new way for ‘no chinta,
only money‘ let Share Khan tell you how to smartly invest in stocks. With these and others setting the standards the
trend is picking up fast and who knows animated characters might soon start replacing the celebrities and models
cluttering the Indian advertising industry today.

Overseas markets to add 15% to box office collection
Source: Economic Times, Date: Nov 27, 2007
With several Bollywood movies doing great business in NRI pockets in international markets, revenue contribution from
overseas markets is set to grow exponentially. According to an AT Kearney-CII report, the share of international
revenues to domestic box office is expected to become 15% by 2010. According to the study, in 2006, the domestic box
office collections stood at $1.8 billion, of which 8% was contributed by international revenue. In 2010, the domestic box
office collection is expected to go up to $3.7 billion, with the revenue from foreign market expected to contribute nearly
15%. AT Kearney partner Saurine Doshi said: “Around 15% would come just from overseas ticket collection. The total
international revenue would be much higher and could be nearly 40%.” Mr Doshi said this is largely because several
avenues have opened up for Indian production houses. “Besides box office collections (tickets sale), satellite rights and
DVD rights have the potential to become big money churners,” he added. The report also points out that non-box office
collection is a “robust basis for hedging the risks of production house”. Mr Doshi added that Indian producers are likely
to generate more profits from non-Indian markets. So far, most of the international revenues have come from NRI
pockets abroad. “I believe that would change. I believe Indian directors would be able to woo international mainstream
audience. But even if the revenues come only from NRI pockets, new avenues would ensure exponential growth in
revenues from abroad,” he added.

Industry experts believe that by 2010, 25% of an Indian producer’s revenues would be generated abroad. For instance,
the biggies this year - Om Shanti Om and Saawariya - have both generated substantial revenues overseas. A
spokesperson for Sony Pictures India said: “International revenue is an important aspect of our overall strategy. Our first
Indian co-production, Saawariya, generated nearly $1.5 million from 12 non-Indian markets on the opening weekend.
Saawariya is still showing in all the 12 markets, including Malaysia, Australia and New Zealand. Pritish Nandy
Communications chairman Pritish Nandy said: “I believe international revenues will grow exponentially. But we can’t do
that with Hindi mainstream cinema. In the next three years, we should be English language movies and world cinema
along with niche Bollywood movies, where the percentage contribution of overseas box office may be even greater.”

Marketers feel children are effective brand ambassadors
Source:, Date: Nov 29, 2007
A head honcho of a big corporate bigwig engrossed in his work suddenly receives a call on his cell phone. From the
other end he hears something which lights up his face with a smile. That's the sound of drizzling raindrops which his
son makes him hear. Can you recall this advertisement often flashed on the television sets? Or, you still confused with
innumerable commercials spotting the tiny tots promoting various brands. Motherhood, sentiments and pester influence,
that is the current flavour of Indian marketers. Be it telecom services, electronic gadgets, washing powder or even life
insurance schemes, they are using kids as the new brand ambassadors. Gone are the days when kids were an item of
"kootchie coo" and acted as mere influencers to the purchase decision process. They have emerged into a new role of
consultants to their parents and are a great source of nurturing information to them.
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This is evident by a survey conducted by market which reports that kids between 5 and 14 have a direct
buying power of more than $40 million annually- making this trend a huge rage among marketers. Why has this sudden
trend emerged? The answers to this seem are innumerable. Firstly, kids have a charming ability to disarm every
category -from adults to children, and through this power they are able to hook Indian consumers strongly. National
Creative Director, Lowe, could not agree more, "Kids bring a unique appeal to all brands." The bottom line for all
advertising undertaken is to break the clutter and make the brand visible and kids are able to do easily. KV Sridhar,
National Creative Director, Leo Burnett India adds, "It is not necessary to portray the target audience to make an ad; the
ad elements should be such that people should be able to relate to the ad. Like in the case of Surf excel, the
advertisement is targeted at the mothers but the kids make the ad more noticeable". Like there have been many ads
that have been created around the theme of cricket but somehow the latest RComm ads are getting more noticed
because of the cute kids and the entire presentation of the ad.

Then next in line is the funda of cost-effectiveness. Hiring kids for commercial costs lesser than paying millions to
celebrity/model for an endorsement. But the most important reason for this is the dynamism of marketers who have
sensed the demand of market and provides it constantly. However whispers of discontentment have been floating in the
air for exploiting the kids in this sales game. But as long as this is not portrayed in something abjured this remains to be
a winning spree for the marketers and companies for promoting their brands. And with kids ruling the celluloid it is
correct to say that "every child is an artist"

Talent-hit sector finds it hard to stay
Source: Economic Times, Date: Nov 29, 2007
Faced with an acute talent crunch, India’s bid to become a potential outsourcing hub for post-production work in digital
technology for animation and visual effects could well just stay a dream. According to a recent Nasscom-sponsored
Animation India study 2007, India will need over 3,00,000 professionals in content development and animation segment
by 2008 to cope with the growing demand. At present, there are 12,000 people working in this industry. However, there
are still no schools for providing training in digital post-production to create such a large talent pool. Ironically, most
studios in India send their senior staff to the US for training in digital animation, colour correction and visual effects
before undertaking any post-production work here. These senior staff then train others in handling similar work. “There
is paucity of talent in India, which is the biggest problem for the industry,” said Digiquest Studio CEO KB Reddy. “We
have been discussing the situation with the government and hope to see some solution soon,” adds Reddy. The
company, apart from sending its staff abroad for training, is also in talks with the Andhra Pradesh government for
developing a training institute. Though a new entrant into the animation scene, India’s production services are expected
to grow multifold with global entertainment majors like Walt Disney, iMAX, Warner Brothers and Sony, signing huge
contracts with Indian animation companies and other studios.

According to the CII-AT Kearney study released during ‘The BIG Picture’ — conference held as part of the ongoing 38
th International Film festival of India at Goa — the total cost of making a full length movie in India is around $15-25
million while the same would cost approximately $100-125 million in the US. India’s nascent $285 million animation
industry is slated to grow to one billion dollar by 2010. This, coupled with low overhead costs, is making India a hub for
outsourcing of post-production work. Industry fears that such rising demand faced with talent crunch, will lead to huge
manpower costs thereby taking away the cost-effective advantage that India has. Salaries paid to editors and other
technical staff is also likely to increase many-fold from the current average ranging from Rs 50,000 to Rs lakh per
month. Most companies, now in a bid to retain their trained staff are resorting to a ‘service contract’ thereby, binding the
employee to their company for a brief period of time.


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Govt asks broadcasters to comply with ASCI advertisement code
Source: Economic Times, Date: Nov 30, 2007
The government has cautioned DTH service providers, multi-service operators and television channels against airing
advertisements in violation of the self-regulation code by the Advertising Standard Council of India (ASCI). In a circular
issued to all TV channels, including Doordarshan, I dian Broadcasting Foundation, the ASCI, DTH service providers
and multi-service operators, the Information and Broadcasting Ministry said it must be ensured that commercials carried
in the cable service are in compliance with the self-regulation code of the ASCI. "It has come to the notice of this
ministry that some advertisements being carried in the cable service are not in conformity of the code of self-regulation
of ASCI," the circular added. It further said advertisements being or to be carried in cable service should comply with
code for self-regulation of ASCI, which are now a part of Advertising Code prescribed under Cable Television Networks
Rules, 1994.

The ministry also asked ASCI to report non-compliance by advertisers and TV channels, while a           sking the service
providers to seek advice from ASCI in case of doubt on any interpretation of the Code for Self-regulation. Last year, the
I&B ministry had issued a notification amending Cable Television Networks Rules 1994, making it mandatory for
advertisements on cable service to comply with ASCI's self-regulation code. Recently, ASCI had announced self-
regulatory guidelines for the food and beverages industry and it is also in the process of framing a set of new guidelines
for automotive industry to check advertisements showing dangerous, rash and negligent driving.

Ads of FMCG firms under ASCI’s scanner
Source: Hindu Business Line, Date: Nov 30, 2007
Advertisements from FMCG companies were in the limelight as complaints against them were upheld by the Advertising
Standard Council of India (ASCI) for the period between July and September. HUL, Henkel and P&G had their
respective dishwash and detergents ads under the scanner. For HUL, its Vim dishwash liquid’s claim of “Just one drop
is enough, New Vim drop has 10 times more lime power than the bar, even the grease you cannot see, it gets out”,
needed proof and was not adequately substantiated, according to ASCI. HUL has been asked to modify its ad. In the
case of Henkel, its Pril dishwash liquid’s claim of “Each drop of Pril has active ingredients which removes grease better
than the bar”, lacked proof and needed to be substantiated, felt ASCI. The advertiser has subsequently conducted the
cleaning efficiency test with an independent lab, for which it has provided a copy of the report. For P&G’s Tide detergent
powder, ASCI felt the advertiser has contradicted its own statement in its television commercial (TVC). It mentions one
spoon being required to clean clothes, when actually it is one scoop that is required as mentioned on its pack, leading to
misinterpretation by its consumers.

The advertiser has assured ASCI appropriate modification of the claim in its TVC. For Coca Cola India, its Thums Up
TVC which showed an actor flicking a bottle from a speeding truck was not approved by ASCI as it would encourage
youngsters to emulate criminal and dangerous acts. The company has since modified its ad. Perfetti Van Melle and its
Alpenliebe ad which shows a celebrity feeding a crocodile the chocolate was found to be violation of the Wildlife
Protection Act. The TVC has now been modified by the company. Liquor brands from United Spirits were also asked by
ASCI to withdraw or modify its ads. For instance, its Royal Mist brand which claimed that “100 per cent premium grain
means 100 per cent smoothness” appeared to be surrogate in nature. The advertiser has assured appropriate
modification of the ad. Again its Mc Dowell Signature brand which stated ``Success is very demanding, Success is good
fun,” was found by ASCI to be misleading due to its ambiguity and was suggestive of a liquor brand. The ad has been
subsequently withdrawn by the company.


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