Prakash Ramchandani : Manager - marketing - Sony MAX


Name: Prakash Ramchandani

Designation: Manager - marketing - Sony MAX

Sun Sign: Cancer, 27 June, 1974

Educational Experience

Management studies from Douglas Mawson Institute - Adelaide, Australia.

Bachelor in Commerce - Narsee Monjee College of Commerce and Economics.

Professional Experience

My total work experience is five years plus. I have been with MAX since the last three years. Prior to this, I was in advertising for two years working with Ambience D' Arcy in client servicing. I serviced key accounts such a Proctor & Gamble (Vicks), Philips (domestic appliances and personal care) and Marico (Sil).

I also had a short stint with Vyas Giannetti Creative in client servicing. Our key clients were Sony Entertainment Television and AXN.

Job Profile

As the manager - marketing at MAX (Sony Entertainment Television), I drive MAX's event and promotion initiatives to create excitement and buzz around the brand round the year. I am also involved in consumer activation, alliances events and contests.

Recent key projects: Event promotion to promote the ICC Cricket World Cup, South Africa 2003.

Gully Cricket with Kapil Dev - This was a 12 city event campaign across the country. MAX viewers got the opportunity to rub shoulders and face the World Cup winning Indian captain - Kapil Dev. It was a very successful campaign and achieved great PR mileage.

I conceptualised and executed an idea for a movie time band which is called Mera Movie. MAX viewers can click and chose their favourite movie on the net which is played out every Sunday at 9 pm. There are a high number of loyal audiences for this time band.

Television as career choice

I was fortunate to look at television from a programming point of view during my college days. As an assistant director, I had an opportunity to look at a product (Hindi TV serial - Aankhen) I worked on, that reached out to millions of viewers.

When I finished my studies, I decided to get into this dynamic industry and learn. However, it was not easy but I did get the opportunity after working in advertising for a couple of years.

When I got an offer for marketing at MAX, I took it to pursue my experience in television and keen to learn more and grow.

Current television scenario

Cable and satellite television is comparatively a very new industry. It is changing rapidly and evolving... change in every aspect. If you look at distribution, it is a very key source of revenue generation.

There was a time when one was really not focussed on this area till one saw the potential. Now, we are talking about CAS (Conditional Access System) coming in and who knows what is in store once it is actually implemented?

From a programming and content point of view - professionals need to take more risk and think of formats that are designed to suit the Indian audiences.

Nowadays, it is more of a follow-the-leader approach - it always doesn't work for everyone. There is a need to experiment to make the difference... one has to adapt and welcome change in this growing environment.

Sports is another big industry in which there may be one or two games which are popular in India. There is a lot in store to explore in this industry but television companies and sports federations need to work together.

Of course, there will be investments made because when you introduce a sport or promote it - the viewer first needs to be educated about it to make sure there is a certain level of interest to watch the game.

Right and wrong about current marketing scenario

It is too early to comment on what is wrong or right. The industry is still to evolve - we, as TV professionals, have to keep our thinking hats on and mature it.

Certainly, there is a need for training and development in this field. I certainly feel that industry knowledge needs to be imparted.

Given the day to day operations, one needs to look beyond ones work profile. As I mentioned earlier, one needs to experiment with content and promotion. Unless one fails and learns from trying new ways, this industry will become stagnant.

Five years from now

My focus has been marketing and I have had experience in consumer and trade marketing, alliances and events.

In the next five years, I would also probably have gained international experience by then. Surely I would see myself directing a marketing team.


Squash, gymnasium, music.

Idea of enjoyment

I enjoy travelling the most - be it with family, friends or even official travel. You certainly learn a lot while travelling.

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