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What was your breakthrough moment in the
media and advertising industry? |
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If I look back, there have been many small and big moments
that were ahead of its time. But the biggest one perhaps, has
still not arrived. |
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What has kept you going in this industry for so many
years? |
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Pace -- everyday throws up a new challenge. Once you are
in it, you are hooked onto it. |
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Where do you see yourself five years hence? |
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I would love to head an agency. But currently, am focussed
on my responsibility of monitoring the media market, and assessing
new avenues for my clientele. |
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Who are some of the people from the industry that
you think have played a role in shaping your experience here? |
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To begin with, Rajesh Jain and Rakesh Jain (Founders, Prachar)
-- it was a great experience working with them at Prachar. I
have learnt a lot in my tenure there. Then Divya Radhakrishnan
(President, TME) -- she has a very logical and clear cut approach.
She thrives on challenges. The learning from her is a lot more
than what I can put down on paper! |
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You are amongst those industry professionals who have
seen the industry in absolute boom to this present slowdown.
What were the first signs of slowdown that you noticed? |
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Barring a few product categories that got hit due to recession,
others were just being cautious. As a precautionary measure,
they went dormant and cut down on budgets. But the first sign
of slowdown was when all our campaigns got executed without
any hassles during the peak festive season. Then, of course,
the business news channels were the first to get hit due to
the crash in stock market. |
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What are some of the steps that you are taking now
to help your agency brave the situation? |
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Given the situation, we are now ensuring optimisation at every
level on the investment we make for our clients. After the recession,
buying has become more cautious. |
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What do you attach most importance to:
Numbers - Viewership - Readership
Quality - Environment
Impact – Buzz |
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I think all three are important and linked to each other.
The index changes depending on the objectivity. While numbers
are reflective, it is not an end in itself. Once the basic hygiene
is checked with numbers, what follows is the real challenge.
The environment scan is when you put flesh in the skeleton to
get the right communication for the brand. Impact is when you
are adding qualities to make the flesh and bone look beautiful.
It is how you can turn people’s neck and get your campaign
noticed. |
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Your views on growing the advertising pie... |
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Good for us --- the more it grows, the higher the clutter.
To get the attention of the consumer, one would require multiple
touch points resulting in more advertising options. Our media
plans are still built primarily on Print & Television media.
Other mediums like Internet, Radio, Cinema and OOH are not getting
their due share in the ad pie. This is simply because we are
not able to showcase the importance of these media, due to the
lack of measurement and research. Industry should start investing
on research of other media too. |
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What are some of the biggest changes that you have
seen in the advertising and media industry in your time spent
here? |
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Many --- full service agency to specialised silos; client
engagement with media; increasing media spends by advertiser;
multiple touch points; plethora of C&S channels; DTH; carriage
fees… the list can go on. |
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Any experience that you really would want to go back
in time, and change? |
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No, every experience has its own learning to it. |
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What would you say was the most proud movement for
you at work? |
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Almost every small goal achieved in a single day is a proud
moment for me. Whenever the team works together and gets a result,
say on a pitch, we are on the moon. |
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What is the motto or the guiding principle with which
you lead your team? |
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Enjoy your work, and be confident of what you are doing. |
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 |
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The GenNext Media Magnate is chosen by a
committee comprising the exchange4media editorial team in consultation
with Raj Nayak. |
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|
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Archive |
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GenNext
Media Magnate: Soumya Acharya Investment Director – Nokia,
Maxus |
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GenNext
Media Magnate: Himanka Das Associate Vice President, Lintas
Media Group |
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GenNext
Media Magnate: Samir Khanna –Vice President, Mudra Communications |
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GenNext
Media Magnate: Prerna Singh AVP – Media, Reliance ADAG |
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GenNext
Media Magnate: Deepak Netram General Manager, Lodestar Universal
|
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GenNext
Media Magnate: Andrew Williams Group Brand Manager, Asian Paints
Ltd |
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GenNext
Media Magnate: Nitasha Narad– AVP – Marketing Communications,
Tata Teleservices, Mumbai |
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|
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GenNext
Media Magnate: Divya Gururaj – Making a difference, not
a nest |
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