Ashutosh Parekh has joined OOH Media as National Content Head. He moves from I Media Corp Ltd (the digital arm of Bhaskar Group), where as National Creative Head he was leading the company on the creative strategy front.
Commenting on Parekh’s appointment, Ishan Raina, CEO, OOH Media, said, “Clearly, the missing link has been focus and leadership in this area, which will be a major differentiator for us going forward. Ashutosh brings into the company infectious enthusiasm and lots of energy. Thus, the coming months would be dedicated to innovation using tools to recreate content at OOH Media.”
Raina added, “With content emerging as a strategic element for OOH TV as a medium, this appointment is expected to add impetus to the ‘stickiness’ factor. The basic parameter underlying the content strategy is to be a part of their everyday lives through content. With the growth of the network and emergence of ‘Flexicast’, the need to strategise and customise content was felt.”
Parekh said, “Certainly, it is the space to be and the next big thing in the business, and this opportunity will allow OOH Media to once again assert its market leader status. Clearly, the mantra is innovate or suffocate.”
Parekh’s previous experience includes National Head-Media Convergence and Music at Onmobile Asia Pacific Pvt Ltd, and a long stint with Radio Mirchi as Group Head-Brand Engagement and Programming, allowing him to venture into advertiser-funded programming, innovative content strategies, activation, new station launches and visual radio.
He brings with 12 years’ experience in strategic content programming in the broadcast space along with media convergence on the digital platform. Parekh has also consulted international media outfits and worked closely with media companies in Singapore, London, Paris, Helsinki, Sydney, the Middle East and the US during his stints abroad and leading broadcast entertainment houses across India in developing creative content strategies and integration of interactive media, including award winning creatives and content initiatives in the media and entertainment domain.