Primesite, Mudra MAX's out-of-home solutions unit, has roped in Monisha Mitra as general manager. Prior to this appointment, she was with Kinetic, GroupM as its head -- strategy and planning. Mitra will be based out of Mumbai and will report to Mandeep Malhotra, senior vice-president.
Mitra has work experience of 14 years, during which time she has worked with companies such as Trikaya Grey and Pratibha Advertising. In 2000, she joined Percept and later moved to hungama.com as promotion heads, before heading to the Gulf.
The most important clients Mitra has worked on include Arrow, MTR, Ruf&Tuf, BPL, Airtel, Hero Honda, HTC and Tetra Pak. She was also involved in noteworthy campaigns, such as the launch of AT&T in ROM, Gujarat and Goa and the launch of Airtel Magic.
While talking about the biggest challenges in her career so far, Mitra says, "At the top of my mind would be the re-launch of AT&T prepaid cards (now Idea). Next would be the launch of Cummins 125 kVA gensets across the country, taking it across directly to the customer in a road show format. Also, my experience in the Gulf -- the region, its peculiarities and people -- were challenging, especially when you have been trained in a market where everything other than normal is an innovation."
Mitra is an MBA from Symbiosis and has a graduate degree in English Honours from Fergusson College. She is still a guest lecturer at Symbiosis, on the subject of advertising. Though she enjoys teaching; according to her, to select teaching as a profession would mean losing out on doing what she loves most.