Top Story

Home >> Marketing >> Article

We’ve been a force to show our potential and innovate: Prasanth Kumar

18-November-2015
Font Size   16
We’ve been a force to show our potential and innovate: Prasanth Kumar

Mindshare has been in the news this year, whether it is for bagging the media mandate for the government’s “Make in India” initiative or reclaiming the top spot at Emvies. It has also touched Rs 850 crore of revenue this year with wins like, Snapdeal’s digital mandate, PayU, Saavn, Limeroad.com and Grofers, among others.

“We’ve been a force to show our potential and innovate,” states Prasanth Kumar, CEO, Mindshare South Asia, who took to the helm in March 2015 from his previous role as Head of GroupM's Central Trading Group.

“I took a clear, conscious call not to look at the past but to simply concentrate on the present and plan for the future. If there’s something from the past that connects with what we are working on now, then ok. But I did not want to look back in order to have to discuss what was done wrong and right. It’s not fair to others and neither to me,” said Kumar on whether there has been an added sense of momentum since he took over.

While there have been a few changes in the leadership team, there have been more streamlining and consolidation of leadership. “This came up not because of a pre-existing gap, but more so because keeping in mind our goals for the future we needed this reorganisation,” he clarified.

Kumar, who has been with GroupM for over 11 years, regards his current role as a natural progression which also gives him the chance to do something different. He thoroughly enjoys the thrill of understanding the consumer, and therefore being able to help brands.

A few excerpts from a candid chat with Prasanth Kumar, CEO, Mindshare South Asia:

What has been the growth for the agency compared to 2014 in terms of revenue targets?

This year, 2015, we have reached Rs 850 crore worth of revenue. We have had good organic as well as inorganic growth. Our organic growth has been around 40 per cent while inorganic has taken up the other 60 per cent. Our overall growth this year has been close to 45 per cent to 55 per cent, as compared to last year.

What has the revenue growth been in terms of Digital?

We’ve had very good growth this year in Digital, growing more than 60-70 per cent. This growth has been very fast paced. Vinod Thadani is our Digital Head and he has done a terrific job. We seem to be in a nice momentum and continue to be hungry.

What’s the uptake in terms of Programmatic?

Programmatic is the key word these days. And we will adapt to the ecosystem. Strategically, we are working on developing better products in Digital for brands. Understanding how strategically we can look at different factors.

Today, Programmatic is not major. Right now, it is still in single digits, but it will grow because people are realising that this has benefits for everyone. It essentially throws up a new business model. But people should first talk about benefits rather than the business model. If you’re clear and happy with the benefits then we will find the model that works best to achieve that. Conversations are now moving in that direction.

Are we (India) late on the Programmatic scene?

Anyone who comes from an international market wants to talk about the new trends there. But each market might take its time. There are lots of changes happening from a digital perspective and there are a lot more players putting their skin in the game, whether it’s from the broadcast industry, publication side or content industry. There is a lot more inventory and more opportunities coming up. We will have larger momentum in the coming years and the one media that is growing by 30 per cent to 40 per cent over the past four to five years is Digital.

What has been your approach to your current role?

I look at it as different chapters of life. And in a few of the past chapters I did not get to experiment much.  I was keen to work on brands and solutions and to understand consumers more. I want to be able to predict the next generation of consumers. So for me to know that, it’s important for me to learn more about it. This thrill of understanding the consumer and therefore being able to help brands will help us discern the future set of consumers. Therefore we can look for the next type of solutions as well.  For me this role was a natural progression which also gave me the chance to do something different. 

Tags Prasanth Kumar CEO Mindshare South Asia

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE LOKMAT MAHARASHTRIAN OF THE YEAR AWARDS 2018 RECOGNIZE EXCEPTIONAL TALENT CNBC-TV18’S INDIA BUSINESS LEADER AWARDS HONOUR HIGH-ACHIEVERS, OUTSTANDING LEADERS AND TOP VISIONARIES

Telugu channel Star Maa is launching two new serials in the afternoon slots on May 21- Kante Koothurne Kanali and Shambhavi

CCI in February fined Google $20 million for abusing its position in online web search and also slammed the company for preventing its partners from using competing search services

Bhattacharya was has now set his sights on entrepreneurship with plans to set up something in content and fashion tech space