MxMIndia

Category: ADVERTISING

  • On the occasion of its second anniversary, Scarecrow Communications Ltd. launches a design division – www.scarecrowdesigns.net.

    Scarecrow turns 2, launches design division

    By A Correspondent

     

    With two offices, 45 people and 25 brands, Scarecrow has completed two successful years today (Feb 9). On the occasion of its second Anniversary, Scarecrow Communications Ltd. has announced the launch of a design division -www.scarecrowdesigns.net. Primarily, Scarecrow Designs, headed by Kapil Tammal as Design Director, will provide exclusive design solutions to various clients.

     

    Scarecrow Designs also endeavours to produce pure graphic design content on its own. The in-house designers and budding talent from design schools will be roped in to create merchandise (t-shirts, bags, accessories and so on), which will be showcased at the Scarecrow Art Gallery and on www.scarecrowdesigns.net

     

    Why Scarecrow Designs?

    Scarecrow Communications Ltd provides all advertising solutions under one roof. But the team realizes that there is a lot of demand for pure design-led jobs. From brand manuals to corporate & brand identity, and packaging. Due to the retail boom, mall culture and entry of many international lifestyle brands inIndia, design has become extremely imperative.

     

    Many national/international brands, more often, avoid spending on full-fledged ATL campaigns due to media costs. But what they can’t avoid spending on is to create a look, feel and imagery of the brand where design is sacrosanct. And so, these clients specifically seek design-led communication solutions. And there was a need gap here.

     

    The team at Scarecrow also observed that good talent from design schools normally joined design houses rather than ad agencies, leaving them with substandard design talent.

     

    To correct and balance the design ecology of talent and need, Scarecrow believes in identifying design talent at an early stage. Even when the current Design Director Kapil Tammal was brought on board, he was also offered a senior position in Landor, one of the leading design houses. Subsequently, Scarecrow has also attracted talent from design institutes like NID.

     

    Yet, to complete the ecology of design, one needs to create a complete environment of design that attracts and nurtures great design minds to provide great design solutions. Hence the launch of a separate interface called Scarecrow Designs.

     

    Idea behind the new identity:

    Crop Circles have been the biggest design mysteries in the world. Even today, some believe aliens create them, while some believe it’s a hoax. Being Scarecrow, standing tall in the field, the team thought of owning and associating with Crop Circles. No one has officially claimed to own them yet.

     

  • The ad becomes off-beat and entertaining as the commercial talks about aam sellers. Plus, it indirectly cues that Maaza = Real mango, without hammering it down our throats.

    Debrief: Maaza: Refreshing take

    By Anil Thakraney

     

    Mango drink Maaza has a brand new positioning: ‘Bin mausam aam’. But instead of focusing on mango lovers, they have featured mango hawkers in the advert. And that’s actually quite clever, because it injects freshness into the communication.

     

    In the TVC, three mango sellers wonder what to do with their lives since the mango season is over. Desperate to earn a livelihood, the ‘aam aadmis’ try out new career options. One becomes a soothsayer, another tries his hand at dentistry and the third one becomes a car mechanic. Naturally, being untrained, they fail miserably in their new roles. Then, a smart lad introduces them to the ‘Bin mausam aam’ called Maaza. And so they begin selling that.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=UizD1CD2oBM[/youtube]

    The twist in the tale works. One, because the ad indirectly cues that Maaza = Real mango, without hammering it down our throats. And two, because the commercial talks about aam sellers, the ad becomes off-beat and entertaining. And one must appreciate the client for not insisting on Maaza sipping shots in every frame. This idea would have been impossible to execute with such a demand.

     

    If there’s one negative, it’s that the idea only works in a long format, because it’s an indirect route. I don’t see them being able to pull this off with a fifteen-second edit.

     

    Rating: (On a scale of 1 to 5): 3. Novel approach pays off.

  • Cairn India, part of the Vedanta group, is on the lookout for creative, media and PR partners.

    Cairn India invites creative, media, PR partners

    By Shubhangi Mehta

     

    Cairn India, a part of Vedanta Group, which acquired 51-60 percent of its stake in 2010, has invited agencies to be their creative, media and PR partners. The pitch is based out of Delhi. No official confirmation could be attained at the time of filing this report but agency sources close to the development have confirmed the news to MxM India.

     

    There is no incumbent on the account.

    For the record, Cairn started its operations in 1979, when Sir Bill Gammell, the chairman, founded Cairn Energy. In 1988, the company was listed on the London Stock Exchange. Sir Bill Gammell became its first Chief Executive and has held this position for more than two decades. Cairn Energy PLC, a FTSE 100 company, was one of the first UK companies to invest in the Indian oil and gas sector.

     

    In 2010 Vedanta Resources Plc (VED.L) completed its long-delayed $8.7 billion purchase of a majority stake in Cairn Energy Plc’s (CNE.L)

     

    London-listed Vedanta now holds 58.5% of Cairn India (CAIL.NS), of which 20% is held through its Sesa Goa (SESA.NS) unit.

     

  • When a reputed journalist writes a book, you can be assured of authenticity of material, and particularly so in Meenal's case, I have known her to be a journalist of high integrity

    Anil Thakraney: Death in Mumbai, an excellent first effort

    By Anil Thakraney

     

    Just finished reading Meenal Baghel’s ‘Death in Mumbai’. And must say, I thoroughly enjoyed the book. Apart from the fascinating subject itself… the sensational murder of television executive Neeraj Grover and the subsequent nefarious deeds by the killer and his partner, model/actress Maria Susairaj… what interested me is that the author is a journalist and former colleague.

     

    When a reputed journalist writes a book, you can be assured of authenticity of material, and particularly so in Meenal’s case, I have known her to be a journalist of high integrity.

     

    I must say the writing is sharp and the style captivating. You simply cannot put the book down. What the author has been able to do very effectively is to bring out the motivations and compulsions of the three participants in the sordid drama. After reading the book, one has a clearer idea of what drove the three to that extremely lethal point, from where there was no possibility of return to innocence.

     

    And Meenal’s done her research, she’s done the leg work, she’s journeyed into their past and studied their behavioural patterns over a period of time.

     

    The section I most enjoyed reading is where the author paints a colourful picture of the very showy and the very wannabe Oshiwara area of Mumbai. The desperation to make it into the showbiz, and the sexual price many young people have to pay in the process. The most hilarious chapter is on the TV queen Ekta Kapoor and her mother, some recounts of the two leave you in splits, the tragedy notwithstanding.

     

    All in all, a great first effort from Meenal. The only disappointment (for me) was not being able to get a clear point of view from the main accused, the navy officer Emile Jerome. Since he was the man who executed the heinous crime, his voice is key to the story. I suppose the author would have found access to the man extremely difficult, and therefore one can’t really blame her.

     

    * * *

     

    PS: Must read: Facebook has announced a $5 billion initial public offering. And here’s what Mark Zuckerberg says to investors. His long message gives you an idea of how razor sharp and cunning the man is when it comes to capitalizing on human interaction in the virtual world.

     

    Link: http://www.wired.com/epicenter/2012/02/zuck-letter/

     

     

  • Other brands tying up for the song include luxury carmaker Audi, mobile service provider Aircel and Chennai-based consumer durables retailer Vasant & Co

    How Cool-averi! Emami places brand in ‘Kolaveri Di’ song

    By Rajiv Singh

     

    Now, it’s Emami’s turn to sing “Why this Kolaveri Di”. The Kolkata-based FMCG maker’s Himani Navratna hair oil will have its place in front of the camera when the viral hit song is shown in Tamil film ‘3’, stated CEO Mr Krishna Mohan.

     

    Dhanush, actor and producer of the movie and lyricist-singer for the song, confirmed that a number of national and local brands have tied up for product placement during the song sequence. “Yes, brands have tied up for in-song placement, but I can’t disclose the details,” he told ET.

     

    A person familiar with the development said other brands tying up for the song include luxury carmaker Audi, mobile service provider Aircel and Chennai-based consumer durables retailer Vasant & Co.

     

    ‘Kolaveri Di’ has become a national rage with more than 42 million hits on YouTube, over 2.5 million ringtone downloads and 3.5 million video downloads since its digital release on November 16 last year.

     

    For Emami, it will be the first product placement in a Tamil movie. The maker of Zandu Balm pain reliever rub and BoroPlus anti-septic cream has had its brands present in some Bollywood super hits songs such as “Munni Badnaam Hui”.

     

    “The tie-up will give extra mileage to Emami products (in the south Indian market),” said Mr Mohan, adding that Navratna oil with its tagline ‘ Thanda thanda cool cool’ makes a perfect connect with the song. “From Kolaveri di to coolaveri di,” he added.

     

    Navratna Oil, an Rs 450-crore brand that is already endorsed by top South Indian actors such as Suriya, Junior NTR, Chiranjeevi and Mahesh Babu, has more than 65 per cent share of the Indian cooling hair oil market, estimated at close to Rs 700 crore. While Emami dominates the cooling hair oil category in Tamil Nadu and Andhra Pradesh, its volume share in the overall hair oil segment in the two states are 14 per cent and 18 per cent, respectively.

     

    BEACH SONG, STREET SONG

    Arun Pradheep, CEO-director of Brand Workx, an experiential marketing firm that helped Emami seal the deal for “Kolaveri Di”, said that the song was recently filmed in a set made to replicate the crowded shopping street of Chennai’s Marina beach.

     

    “The sequence is such that the hero, played by Dhanush, does a choreographed step in front of the Emami stall while we show a lot of consumers buying Navratna oil,” says Pradheep. He said the placement was planned according to the lyrics and the mood (hero’s heartbreak for heroine, played by Shruti Hassan).

     

    Association with top Bollywood actors and product placement in songs and movies has been Emami’s hallmark marketing strategy for years.

    While ‘Munni Badnaam Hui’ helped push Zandu Balm sales in 2010, Emami funded the entire cost of a Bhojpuri film song last year which had a mention of Himani Navratna Extra Thanda hair oil.

     

    Pritie S Jadhav, chief operating officer of P9 Integrated, the in-film marketing agency of Percept Group, said brands use films as a medium to gain higher return on investment as compared to conventional advertising.

     

    The lubricant brand Mobil was displayed prominently in the Kishore Kumar-starrer chartbuster “Ek ladki bheegi bhaagi si” from Chalti Ka Naam Gaadi movie in 1965; yellow Rajdoot motorcycle became famous when lover boy Rishi Kapoor rode it in 1973 superhit Bobby.

     

    Jadhav, however, warns that this strategy will benefit a brand only if it is seamlessly integrated with the script. “Otherwise the work will look forced and jarred.”

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • After a multi-agency pitch, CarTrade.com has decided to partner with Salt Brand Solutions; the account size is pegged to be between Rs6-8 crore

    CarTrade to take a creative ride with Salt Brand Solutions

    By Shubhangi Mehta

     

    Salt Brand Solutions have registered their first win of the year by walking away with the creative business of CarTrade.com. Agency sources close to the development have confirmed the news to MxMIndia.

     

    The win is a result of a multi-agency pitch. There wasn’t any incumbent on the account. The account size of the same is estimated to be Rs6-8 crore.

     

    CarTrade.com was launched in October 2006 by Akshay Shankar and Nick Silderhuis. The website was founded to provide more transparency to the Indian car and bike market, so that vehicle buyers and sellers are able to close better and more informed deals, in a more efficient way.

     

    CarTrade.com isIndia’s largest online vehicle market, where buyers and sellers of used and new vehicles can meet and deal. It caters to buyers and sellers of new cars, used cars, new bikes and used bikes. It is a comprehensive vehicle platform, offering finance, insurance and other such services, too. In 2009, CarTrade.com was acquired by MotorExchange.in, a solution for business buyers and sellers of vehicles.

     

    Salt Brand Solutions is an agency, founded by Mahesh Chauhan and Minakshi Achan, advertising stalwarts, that offers holistic brand solutions.

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta.

    Ad Strat: Palasa Creative Place

    Sandeep Bomble, Founder, Palasa

     

    1. Name of the Campaign: Ghost Campaign

     

    2. The Brief: To promote an exclusive weight loss package by Iosis Medispa

     

    3. Research insights:

    Everyone today wants to feel good about himself/herself. Keeping this notion in our minds, we came up with a strategy of doing away with the “ghost” lurking inside. This “ghost” is the fat in our bodies that causes the feel good factor to diminish, and eventually, take a back seat.

     

    Excess of fat in the body causes obesity, leading to many other ailments such as high cholesterol, diabetes, lethargy, cardio vascular attacks and so on.

     

    Apart from the physical harm fat causes, it also attacks you mentally. An overweight person will feel low, left out and in many cases will also have a severe inferiority complex. Having friends and peers with slim bodies around will only make it worse.

     

    4. The thought process behind the creative:

    Understanding the insight of how obesity affects one’s life, we realized there is a huge opportunity for making the audience aware about the evils of obesity and provide them the right solutions against it.

     

    As the insight was strong enough to put across a strong message, we visualized obesity and treated it as evil. The evil that is set free making the man/woman feel happier and lighter with a range of slimming packages from Iosis Medispa.

     

    5. Media vehicles chosen:

    The leading media was Print, which was supported by Outdoor and the distribution of leaflets in the local vicinity. To make it interactive, the campaign was backed by innovations like the ‘ghost’ stickers pasted on the mirrors of multiplex washrooms, instigating the audience to consider their fitness.

     

    6. Key issues kept in mind while executing the ad:

    The campaign was built around the insight that obesity is the root cause for some of hazardous evils trapped within the human body. The evil obese figure emerging out of the slimmer man/woman adds enough drama that would act as an immediate hook for the audience. The settings were easy going in nature, expressing that it’s not only about looking good; but feeling good inside. The clutter breaking communication minus vague promises and loud claims, effectively stirred up the message of ‘set free to healthy living’ in a distinctive yet effective way.

     

    7. Does the treatment do justice to the brief?

    The ad is interestingly dramatized by showing obesity in an evil light, treating it as a ghost. It talks about getting rid of the excessive fat from your body, leaving you happier and lighter from within. The woman and man in the ad were shown in a composed and relaxed state with toned, healthy figure. The personified ghost acts as the bad unwanted fat that has a feel good factor to it once disposed. The ad achieved the desired response as it was different from the usual ‘before and after weight loss ads’, thus, breaking the market clutter to good effect.

     

    8. What according to you is the differentiating factor about the ad?

    The dramatic execution came out as a refreshing change from the regular ‘Before and After’ slimming ads. The communication set a different tone within the industry, opening up the thinking verses the mundane pre and post differences in the figure. The idea and the expression proved interesting enough to stand apart from the rest.

     

    9. Market and client feedback:

    This ad received an optimistic review across the market span. It was well understood, across classes, as a clutter breaking ad. The market audience was already weary watching the same clichéd ‘before and after weight loss’ ads done by the competitors. So, the ‘ghost ads’ came out as fresh interesting breeze amongst the muddled space, elevating the brand value.With the ad covering a number of media across, the brand presence was visibly felt.

     

    Walk-in targets exceeded along with increase in phone calls and queries after the launch of the campaign. The client felt confident about the positive air envelope the brand, Iosis.

     

  • Opportunitylost. Penguin wasted. Methinks some super cool ads can be created around feeling alive in life

    Debrief: 7UP: A downer

    By Anil Thakraney

     

    Well, summer’s still to arrive but the cold drinks marketers are already in action mode. 7UP has a new commercial on air, and this one features brand ambassador Sharman Joshi and a penguin.

     

    The idea is about always feeling ‘UP’ in life (Not to be confused with Uttar Pradesh!). And this idea tenuously ties in with the brand name. Always up, never down, so to speak. Joshi inspires a penguin to dance along with him, and their ‘jugalbandi’ is pretty much all that the ad has to offer. And it all leaves you cold and confused in the end. Let me explain.

     

    I think they should have single-mindedly stuck to the penguin as the core idea. It’s cute, cuddly and cool. Stories could have been written around 7UP and the penguin.

     

    There was no need for the Bollywood actor; he takes away from the commercial.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=BrWiN4qTSwo[/youtube]

    Two, their dance is totally unexciting and the very ordinary jingle doesn’t help matters. Poor execution of the ‘feeling UP’ idea. Three, for some strange reason, another unrelated brand, Nimbooz, has been shoved into the commercial and this causes dissonance. Where was the need for that?

     

    Opportunitylost. Penguin wasted. Methinks some super cool ads can be created around feeling alive in life, and not letting bad things come in the way. In fact, last year’s ‘Gussa Hatao, Chill Machao’ ad had more jaan to it. They may as well have continued with it.

     

    Rating: (On a scale of 1 to 5): 1. Leaves you frozen.

  • Sharma is the executive director, head of digital, technical advisor for the agency's Indonesia office. In this role he would be reporting to Thomas Sutton, country advisor, Leo Burnett Indonesia

    Venke Sharma moves to Leo Burnett Indonesia

    By Amit Bapna

     

    Venke Sharma, formerly with Leo Burnett India, has been announced as the executive director, head of digital, technical advisor for the agency’s Indonesia office. In this role he would be reporting to Thomas Sutton, country advisor, Leo Burnett Indonesia.

     

    Sharing the details of the new role with ET exclusively, Sharma said: “In this role, my chief mandate would be to ensure that Leo Burnett Indonesia meets overall growth targets as well as be responsible for formulating digital strategy for clients, ensuring digital revenue growth for the agency and building a talent base as well as work processes to ensure seamless integration with the agency.”

     

    When asked about what excited him to take this on new role, he attributed it to the fact that Indonesia is emerging as a growth leader in Asia – it is the 3rd most populous Facebook nation, with almost all Facebook users using it from mobile. Indonesians are heavy Twitter users too. 95 per cent use local language (Bahasa) for social media/web usage.

     

    And in this backdrop, he added: “Brands are looking for direction from agencies to help engage this vast audience. I am looking forward to this opportunity to help brands realise the potential of the medium.” Sharma was earlier instrumental in setting up Tribal DDB in India, post which he was heading Leo Burnett’s marketing services arm, Arc Worldwide in India till recently.

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • The growth will be primarily driven by MNCs investing inIndiaand stronger MCG sector, and there could be upward revisions made in the second half of 2012

    Indian adspends to see +8.7% growth in 2012: MPA study

    By A Correspondent

     

    Media ad sales will grow by 8.7 per cent in net terms this year, against the background of a slowing economy (~7 per cent real GDP growth versus historical range of 8-9 per cent) and the high first half of 2011 base last year resulting from the Cricket World Cup (which happens once in four years) plus an extended IPL season according to Media Partners Asia.

     

    The growth will be primarily driven by MNCs investing inIndiaand stronger MCG sector, and there could be upward revisions made in the second half of 2012. The outlook for advertising growth across key categories is mixed.

     

    Some of the highlights are:

    • FMCG 

    Media buyers expect robust growth from the FMCG sector, which is the largest advertising category, contributing 30-35 per cent to total ad spend. MNCs are expected to report robust numbers, while a few large MNC accounts (with annual ad budgets in the region of Rs2-3 billion) are looking to increase spends by 50-70 per cent for the coming year. Domestic FMCG companies are expected to see only marginal growth as the profits of these companies have deteriorated due to rising input costs.

     

    • Auto 

    Traditional companies such as Maruti and Hyundai have reduced their spends; but global car manufacturers investing inIndiaare driving the overall growth for the sector. As suggested in the recently held Auto Expo 2012, the sector will benefit this year from new launches in the two-wheeler and utility vehicle segments in subsequent quarters.

     

    • Life insurance

    The forecast is for a steady growth, a prevailing trend seen in this category since 2008. A reversal of interest rates will be the underlying factor influencing consumption and ad spend across sectors. The rising interest rate cycle seems to have peaked out. After raising interest rates by 13 times since March 2010, RBI (Reserve Bank ofIndia) may shift its approach towards the country’s monetary policy. Inflation is likely to fall considering the high base last year, and in order to bring the country’s economic growth back on track, the RBI is likely to reduce interest rates gradually in 2012. This will encourage investments and spending, in turn benefiting the ad market.

    Consumption demand has held up reasonably well though rural demand may be a concern, highlighted by a recent slowdown in sales of two wheelers and durables.

     

    Other key factors that will have an impact on the ad marker include:

    • Competition in Hindi GEC

    Competitive intensity in the Hindi GEC space is nothing new, though new competition is accelerating amongst second-tier channels. There has been a change in the pecking order of top three Hindi GECs, with Sony climbing up to the No. 2 spot while incumbent Zee TV has now slipped to No 4. Based on discussions with some of the major media buyers, the genre currently has limited supply of inventory, which should keep ad rates healthy.

     

    • Digitalization to create new niches

    Before the first phase of digitalization is implemented in June 2012 (it may be delayed to December 2012), broadcasters are already rolling out new niche channels in various genres like action and comedy. This will attract advertisers who are willing to target and segment their audience, not just from demographic but also psychographic parameters.

     

    • FDI in single-brand retail

    Opening up of FDI in single-brand retail (precursor to opening up multi-brand retail) will benefit regional print companies.

     

    • State elections

    In the near to medium term, print media will benefit from the upcoming closely contested elections to be held in five states: Uttar Pradesh, Uttarakhand, Punjab,Goaand Manipur.

     

  • Ogilvy & Mather launches new cross-discipline social media practice called Social@Ogilvy

    Flashed y’day: O&M launches Social@Ogilvy

    By A Correspondent

     

    Ogilvy & Mather announced today the launch of Social@Ogilvy, a worldwide practice connecting all of the agency’s social media experts to deliver solutions across all areas of business.

     

    What was once a specialty offering within Ogilvy Public Relations has now expanded across all marketing disciplines into a dynamic, global network of social media experts from the complete Ogilvy family. Social@Ogilvy connects marketing, communications, CRM, sales enablement, shopper marketing experts and more to deliver seven big social solutions. In addition to Social Media Marketing and Communications, these solutions now include Social Shopping, SocialCRM, Social Care, Social Business Solutions, Listening and Analytics, and our measurement model, Conversation Impactâ„¢.

     

    Social@Ogilvy enables the firm to more efficiently and effectively serve the complex needs of clients, as social solutions become true business solutions.

     

    “Now, no matter which door clients walk through at Ogilvy, they will connect with the Social@Ogilvy team to deliver agile and measurable solutions. That’s access to social experts deep in every marketing and communications discipline,” says John Bell, Global Managing Director of Social@Ogilvy. “We have worked hard over the last seven years to define and apply ‘best practice’ use of social media to business. The real power of social media for business in 2012 and beyond lies in fully integrated solutions, not stand-alone social programs.”

     

    With over 550 dedicated social media experts around the world – and another 4,000 digital experts – the Social@Ogilvy team is the largest network of social media strategists delivering global and local solutions. Headquartered in New York, the team is led by John Bell, Global Managing Director, Tom DeLuca, Chief Operating Officer and Thomas Crampton, Director of Social@Ogilvy in Asia-Pacific.

     

    In Asia Pacific, Social@Ogilvy extends to 23 cities in 15 territories.

     

    “The demand for world-class digital and social media solutions across Asia Pacific is growing rapidly. Social media has been the fastest growing discipline over the last two years,” said Paul Heath, Chief Executive Officer, Ogilvy & Mather Asia Pacific. “Social@Ogilvy brings our social media specialists from all disciplines into an integrated team that supports clients at every stage of the game.”

     

    (based on a press communique received from Ogilvy India)

  • In this role she will lead Team Unilever overseeing India, Pakistan, Bangladesh and Sri Lankaat Mindshare Fulcrum

    Anupriya Acharya to head Unilever biz @ Mindshare

    Anupriya Acharya
    Ravi Rao

    By A Correspondent

     

    After the elevation of Mr Ravi Rao to lead Mindshare India, the media agency has appointed Ms Anupriya Acharya Leader – Team Unilever:South Asia, a position held by Mr Rao until he took over the agency’s reins (from Mr Gowthaman Ragothaman). She takes charge today.

    Ms Acharya has relocated from Singapore where she was CEO, Aegis Media.Her responsibility at Mindshare requires her to oversee business in India, Pakistan, Bangladesh and Sri Lanka.

     

    Announcing the appointment, Ravi Rao, Leader, South Asia, Mindshare, said: “Anupriya moves into this role fromSingapore where she was CEO, Aegis Media Singapore and is credited with doubling the operation in just over two years. Prior to Aegis Media, she was President TME (The Media Edge) from 2005-2008. She is also no newbie at Group M. She set up mConsult under Vikram Sakhuja in 2004 and has been an integral part of Fulcrum from 2000-2003. So we welcome her back. ”

     

    Commenting on her new role in Mindshare, Ms Acharya said: “I am most excited about this role. I have always had very fond memories of Fulcrum. Aegis Media Singapore position helped me gain an international and regional perspective and honed my intercultural management skills, while TME taught me handling extremely diverse set of clients and their different requirements. CP, Parle AOR, Indian Oil, Viacom 18’s Colors and Citibank were some of the key clients then. Now I was looking to get back to scale and lo! this assignment was so timely and perfect.”

     

    “I look forward to working closely with Ravi, Roy Sudipto, who heads the team Unilever for APAC and David Pullan, Global Head of Team Unilever at Mindshare London, and to drive the aggressive Unilever agenda forward acrossSouth Asia. The scale is truly exciting and humbling at the same time. I am raring to go!,” she added.

     

    Ms Acharya has also worked at McCann Erickson and Ogilvy in her earlier years. A Post Graduate in Analytical Chemistry from IIT-Roorkee, she has over 16 years of experience in Communication solutions. Her interests are adventure sports, photography and travelling for leisure.