Employee motivation and engagement is one of the key priorities for companies today. In the advertising world that houses some of the highest pressured jobs of the industry, the situation is no different. For Sunil Doshi, these observations highlighted the need gap for an employee reward programme that would enable a company to uniquely motivate its human capital.
Doshi, who has so far been known for his ventures in the talent management sector, where he has worked with actors such as Amitabh Bachchan and later in the cinema and broadcasting domain in Lumiere, took the cue and has launched Reboot, an employee reward programmes that allows him to leverage his experience and connectivity with the film industry.
Speaking to exchange4media, Doshi said, “The idea really came in a conversation with R Balki (Chairman and CCO, Lowe Lintas), when we were discussing if there was a way to provide an experience to people that money cannot buy. You can call this an employee reward programme or incentive management or reward recognition, but increasingly organisations look at motivating their critical resources, though they find it difficult at times to define and design experiences that would create that motivation and engagement.”
Doshi’s experience in the film industry and an advertising professional’s overriding ambition to be affiliated with the creative demand of the big screen came together to form Reboot. Doshi said, “Many creative professionals want to be filmmakers of tomorrow. The new generation of filmmakers have seen the entry of many advertising professionals. But in our country, film literacy is not rampant and I wanted to give an experience that would be credible and I know the film industry. So, I spoke to corporates, where I can deliver these experiences, anyone can go to Paris, France, and such, but the experience is like a touch point on cinema, an advertising agency will find as an experience.”
While Doshi has begun with the advertising domain, and Lowe Lintas has already come on board the agency as a client, Doshi informed that he would like to take the idea to various domains. He added, “Each programme has to be carefully chosen and devised. We are currently in conversations in JWT and other corporates as well.”
Reboot revolves around Europe and European Cinema. The programme includes a visit to the top most film festivals in Europe, including Berlin, Cannes, Annecy, Deauville, Locarno, Rome, La Rochell; private visits of cinema history places such as Cinematheque Francaise, La Femis Film School, Ankama Animation Studios, Cinecitta, the Lumiere Film Institute, Ouarzazate Studios; meet and greet with the living bibles of cinema history such as Serge Toubiana (Director of Cinematheque Francaise, Editor of Cahiers du Cinema and active member of French New Wave), Serge Bromberg (Annecy Animation Film Festival Art Director, showman and film restoration professional) and introduction to the youth of Europe, the new filmmakers and artists, the trend setters in advertisement and media.