Street, the out-of-home (OOH) arm of Adlabs Films, has appointed Mayank Pande regional vice-president, North and East. Pande will report to Tarun Katial, chief executive officer, Reliance Entertainment.
Pande's key responsibility will be to maintain the profit line of the branches. In addition, he will acquire new properties and ensure maximum utilisation of properties. Big Street began its operations in early 2008.
With the Commonwealth Games coming to Delhi in 2010, and talk of the city being on the Formula One circuit in the near future, outdoor media is bound to grow and improve. The government is already on a beautification drive to spruce up the city to host these international events.
Pande says that outdoor media players such as Big Street should participate in the beautification drive and bring in much needed creativity and innovation. Billboards are now passe. Along with the generation of new outdoor media, the existing outdoor should also be revamped. These are interesting times for the industry and it is important to bring in a creative team that can showcase the utility of a property to clients, to highlight the value of the company's product.
Pande foresees roadblocks in the ineptitude in the industry and the conventional mindset of government bodies. Bringing efficient people into the industry and continuously bombarding governing bodies with new, creative and feasible ideas are his ways of dealing with these challenges.
Pande is a postgraduate in economics from Delhi University. He holds an MBA from the Symbiosis Institute of Business Management, Pune. He also has a diploma in advertising from the same institute.
Pande has more than 10 years' experience in consulting. He started his career with Hewitt Associates as a consultant and worked his way up to the position of market leader, South and East India. His stint with the company lasted for more than seven years. Subsequently, he joined the Hay Group as associate director, India and SAARC, in January 2006. He set up the India operations for the group.