Current responsibilities

I joined Grey Worldwide in February 2002. As media director, I am currently handling the Marico AOR (including hair oils, edible oils, advanced skin treatment services).

I am also part of the research initiatives conducted by the agency. It was great being part of a team that came up with MediaCom's innovative Media Teleosmosis tool which won acclaim at the Ad Club's Emvies 2003. This is a technique by which media planners can distinguish between light, medium and heavy TV viewers and target them separately. For the first time, mass TV viewers were broken up and intensity of viewing became an important factor while planning. This was a way to quantify the impact of other media such as print/outdoor chosen to supplement TV spends. It was exciting as well as stimulating.

Educational background and other firms where I worked

I did my MBA (marketing/finance) from FMS Delhi, Class of 1995 after completing my BE (Electronics & Communication) from DCE, Delhi; Class of 1992.

I have worked with Lintas India (now Lowe) from June 1995 to January 2001 in Mumbai and Delhi. During my stint there, I worked on a host of brands including Clinic Hair care range, Bajaj Auto, Maruti Esteem and Zen, Modi Xerox, Johnson and Johnson sanpro and baby products, Polaroid, Oberoi Hotels, SET (Sony Entertainment Television), Shaw Wallace amongst others.

I joined Webdunia.com as head-research in February 2001.

Reasons for choosing a career in media

The key draw was the opportunity to work with some of the leading brands in the country across categories. And of course, the dynamism of the media scape in the country.

Also, I enjoy being a part of a team that comes up with innovative media strategies and delivers value to clients through out-of-the-box thinking. For instance, MediaCom's media innovation for Arrow shirt won an award at the Emvies 2003. During peak summer season, the team came up with an innovative idea of a Arrow short jacket covering an entire issue of Outlook magazine. Outlook magazine's editorial content focused on the Indian male and we saw a great opportunity. There were 14 textile brands advertising within the magazine but Arrow didn't take any ad inside. It just used the brilliantly developed outside jacket to drive home its message.

Right and wrong things about the domain those I would like to change

At present, media is pretty happening! The media function and fraternity has managed to claim its rightful place in the advertising space in an emphatic and assertive way. More and more advertisers are acknowledging the value that media as a function can add to the entire marketing mix.

There is still a large section of advertisers which believes that media is only about negotiating the best rate. I hope that this mindset changes soon because clients should look up to media strategists as partners who help them with other things - for instance evaluate media strategies of competition, study impact, so on and so forth. Also, the increasingly wafer thin margins - that the industry is working with - is hampering the influx and retention of good quality talent within the industry. It is affecting investments in research.

On the Indian television scene

I watch TV as and when I can. There are lots of channels available today, infact a lot more than when we were growing up. However, the quality of programming leaves a lot to be desired. With everyone trying to capture as much of the mass audience as possible, most of the programming caters to the lowest common denominator.

The channels that I watch most nowadays are Cartoon Network and Animal Planet.

Hobbies

Reading and writing.

Five years from now

Where I see myself five years from now is pretty difficult to answer - considering the fast pace at which the media landscape and media industry is changing. All I can say is that I will be around in media and advertising for a long long time.