Lodestar Media executive director Shashi Sinha, an avid cricket
fan, strongly believes that 'media is a means to strategy!' His
viewpoint was justified when his agency bagged the coveted Media
Agency of the Year award at the EMVIE Awards 2002.
He also believes that hype and a 'larger than life' image play
an important role. Perhaps, this 'drive' was responsible for the
successful campaigns of Tata Indica, TELCO, Kinetic (creative only),
Castrol, WIPRO and ITC Sunflower oil amongst others.
Under his able guidance, Lodestar Media created a unique record
when it got the mandate to export one of its media research tools,
Mediagraphics (a precision targeting tool) and take its indigenously
developed segmentation tool to its branches in other countries.
Sinha spoke to indiantelevision.com immediately after participating
in an Advertising Club organised panel discussion on marketing opportunities
presented by the World Cup cricket 2003. Excerpts-