Indrajit Sen, former President of Primesite, Mudra’s OOH agency, has joined Jagran Prakashan Ltd as COO and Business Head of Jagran Engage, which is Jagran’s new venture in out-of-home media solutions.
Sen was the President of Primesite for almost six years, where he was responsible for turning around the loss-making division into one of the top three companies in India’s OOH industry. Primesite was the largest revenue earner amongst Mudra group brands in 2005.
Commenting on his new appointment, Sen said, “Jagran’s presence in OOH is quite significant in North India. Jagran realises the benefits of the OOH medium and this new division (Engage) complements other businesses of the group.”
Shailesh Gupta, Director, Jagran Prakashan Ltd, said, “We are more than delighted to have Indrajit Sen with us. He is one of the most prominent authorities on OOH. We have big plans for Engage, and we have also put aside a large chunk of the money from our recent IPO for this new venture.”
At Jagran Engage, Sen will lead a national team, which will be in the OOH business from the media owning perspective. The difference from traditional media owners will be in its offerings to the market as Engage will offer complete OOH media solutions to its clients nationally, and not just sell individual sites. Engage will provide brands with OOH media planning and consolidation services besides creative adaptations, maintenance and monitoring at competitive rates.
Said Sen, “My responsibility at Engage is much more challenging than what I was doing at Primesite. While Primesite was about offering solutions to clients, Engage is about creating a number of media opportunities. This makes Engage a much more dominant player with a greater influence in the OOH industry.”
Engage will get the unstinted support of The Independent Group Plc, which has major interests in the largest OOH companies in Australia and South Africa.
Jagran Prakashan Ltd, it may be recalled, has already declared its commitment to the OOH business and its intention to be a long term and dominant player in this media segment.
Engage will execute this business intention by occupying niches and developing the capability of offering solutions with a national footprint with a rapid scale-up model. To enable Engage to do so, Sen is putting together a team of experienced and seasoned players from the industry.
Jagran Prakashan also expects synergistic effect of its other media divisions, including that of its event marketing division – Jagran Solutions – to contribute in making the OOH plans a great success in a short time frame, to add to the group’s overall capabilities to offer unique and effective pan-media communication solutions to its clients.
A post-graduate from BITS, Pilani, Sen had spent 10 years with The Times Group as Response Head in various territories. Sen also has extensive experience in marketing with different verticals in Indian and foreign markets.
Primesite President Indrajit Sen quits, likely to head OOH division of large media house