e4m Conclave: The person who has the capability to influence the influencer is the leader: Dr Subhash Chandra
Dr. Subhash Chandra calls e4m Group's Anurag Batra the biggest Influencer
At the 17th edition of exchange4media’s flagship property, the exchange4media Conclave, chief guest Dr Subhash Chandra, Rajya Sabha member and Chairman Zee and Essel Group, pointed out that the consumer is the biggest influencer in this environment where people’s aspirations, availability of money, technology and demand and supply scenario is changing. Calling the Conclave as one the biggest media events, Dr. Chandra also reminisced about attending the conclave 14 years ago.
During his session on ‘Influencing the Influencers’ he said, “The person who has the capability to influence the influencer is the leader because the leader’s prerequisite quality, no matter what, is to influence the people.”
Dr Chandra also named Anurag Batra, Chairman and Editor-in-Chief BW Businessworld and exchange4media, as one of the biggest influencers in media today. “Today the subject given to me is how to Influence the Influencer and I think Anurag is one the greatest influencers,” stated Dr Chandra.
When it comes to staying ahead of the curve and preparing his people to become influencers, the media baron believes that the leader and his people must have the right attitude and not be deterred by competition. “You must have the right attitude and value system to win the game.”
On that note he shared seven pointers that he and his company follows, “Customer is first. You have to take bhaag (roles). Be frugal ‘sasta sundar tikao.’ Respect humility and integrity. Hustle all the time. Speed and agility is the sixth one. Solve big problems at your level. With this I feel that your people can become influencers."
In keeping with the e4m conclave theme on 'Leveraging Open Innovation to Engage Consumers' Dr Chandra talked about how they innovated the screen and created something that can cater to more than two senses at the Zee Lab at San Jose. “Currently the screen is satisfying just the two senses and my brief to my team is that it should get to a point where it could involve all six senses. I’m happy to announce here that for the first time our lab—the Zee Lab at San Jose has already done the prototype and it has been patented as well," stated Dr Chandra.
He went on to explain how through that screen, audience will be able to smell the perfume the actress is wearing on the show. “You can play volleyball with your son in New York through augmented reality and so on.”
He added, “If you can judge what your consumer/client wants, no matter which business you are, put in some innovation and give back, then you can become a larger influencer, influencing millions.”
When asked about his view on the future of the media space in the next five years with digital media firms rapidly overtaking the landscape, Dr Chandra is of the firm belief that no medium is going to disappear. “We have seen the kind of consumption happening recently on the mobile from data on Reliance Jio. A lot of video is being consumed. Consumer is watching on the go. Revenues will definitely shift to digital but you have to be innovative and keep things ready.”
Towards the end of the session, Raj Nayak, COO, Viacom18, asked Dr Chandra what keeps him ticking and inspired every day, to which he replied, “I enjoy every moment that I am working. Every morning when I wake up I want to do something new. Doing something new every day gives me a kick.”
Speaking of Influencers, CVL Srinivas, Country Head, WPP India and CEO (South Asia) of GroupM was honoured with the exchange4media Influencer of the Year Award at the 17th exchange4media Conclave
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