Amar Ujala Youth Quotient: "The uncertainties excite me the most"

One should spend 60% of the time in the work that one is supposed to do, 20% in how to better it & remaining 20% on what one loves to do, says GroupM Interaction's Animesh Kumar

by Deepa Balasubramanian
Published - Dec 18, 2013 10:24 AM Updated: Dec 18, 2013 10:24 AM
Amar Ujala Youth Quotient: "The uncertainties excite me the most"

One should spend 60 per cent of the time in the work that one is supposed to do, 20 per cent in how to better it and remaining 20 per cent on what one loves to do, says Animesh Kumar, Head Organic Search & Senior Director Sponsored Search, GroupM Interaction

How does your work day look like?
The day starts with quick check on Twitter trends and then the overnight update on the algorithm changes on searchengineland.com (we have to be on top of changes). It follows with planning for the day with the team, client meetings, review or working on pitches, etc.

What excites you the most about your work?
The uncertainties excite me the most as Search Engine Algorithm changes frequently and this keeps us on our toes and we have to deal with all these changes and recommend the best possible solutions to brands in order to leverage the full value of search.

Which projects would you consider your favourite ones?
Setting up Organic Search practice @ GroupM:
This has been the most satisfying project as it was like a startup; setting up a new division within GroupM Interaction and growing the business from one account in 2008 to 50+ accounts in 2013.

The path breaking work for Castrol Cricket: Won many awards within and outside country like Silver @ Digital Media Awards at Shanghai where we activated ‘Smooth Trouble Free Journeys’ on search engines by displaying interactive live score card (through API and XML feed) right on the search results.

Social Search Integration for ‘Reliance Ego Search: Won awards at almost all the award functions in the country where we linked the FB Fans and Twitter Followers of Reliance and wished them with a personalized New Year message.

Personalised New Year wish on search ads to FB fans and Twitter followers

Landing Page with customised New Year wish

Incredible India Campaign: This was my first assignment in 2007 and my first display campaign which was to be executed across 40 countries.

What is your life’s philosophy towards work?
One should spend 60 per cent of the time in work that one is supposed to do, 20 per cent in how to better it, and remaining 20 per cent on what one loves to do.

Work is one part of life and hence, things other than work like playing with your kids, walking with your wife and talking to your parents must be included in the priorities as with each passing day those moments will not be there with you any longer.

Do you believe in working towards awards or creating an award winning project?
Well, for me the award is to get consistent business from the client and if we have been consistently delivering the results and bringing the efficiency in planning and buying then definitely each work will be an award winning experience.

Who is that one person you look up to?
Avinash Kaushik, the Analytics Guru.

Brand that you love the most and would like to be a part of…
Thanks to GroupM, I’m working with the brands I love the most like Pepsi, Nokia and Fastrack. 


What is that one thing that you love to do apart from your daily work?
Playing chess with my five-year old kid is something I just love to do.

Had you not been where you are, what do you think you would be doing?
May be I would have been a Grandmaster.

Where do you see yourself five years down the line?
I’ll continue to excite myself by taking new assignments/ products, development/ service offering, and adding value to the digital eco-system.

I’m very keen to work in the field of analytics and consulting and want to make tracking of the data simplistic and more meaningful with some actionable insights.

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