Media

Director | Brand TOI

Chief Marketing Officer | Zee Entertainment Enterprises

MD & CEO | Radio Mirchi

Today, the audience shifts seamlessly from one device to another to consume the same content. A brand’s marketing strategy too needs to be platform-agnostic.

Marketers are using the multitude of matrices available as a drunken man uses lamp-posts - for support rather than for illumination.

Everyone wants news on the move. News consumption via smartphones has increased dramatically and through traditional media it has declined.

We are a ‘Nat-local’ brand - a national brand served locally. For radio, a hyperlocal medium, one marketing strategy cannot work across cities.

I prefer working with multiple agencies. It is human to seek uniformity but creativity prospers in conflict. It is a marketer’s job to manage the conflict.

Incredibly, readers are paying more for their newspaper and reading more of their newspaper. Circulation, readership and subscription rates are rising.

When I joined the sports broadcast business, I had to quickly unlearn "product plus consumer behaviour" and learn "content plus fan behaviour".