Sapna Nair
Media appoints ex-Rediffusion hand Srishti Sawhney

Sawhney has joined as head of marketing and account management, which was launched in November 2006, is on a consolidating spree. The online video media network has roped in Srishti Sawhney as head of marketing and account management. Sawhney was a consultant before joining

Sawhney was earlier the vice-president on the Colgate business at Rediffusion DY&R. She has about 14 years of experience working with agencies such as McCann Erickson, JWT and Leo Burnett. Coca-Cola, Nescafe, Bacardi, Airtel and Air Canada are some of the accounts that she has worked on, besides launching brands such as Sprite, Bacardi and Colgate Total.

The scope to explore brings her to this increasingly frequented digital territory. “Since it is a relatively new medium, the challenge also lies in getting people accustomed to it,” she says. Another challenge, of course, is educating advertisers about the explosion in online video media content and the ways in which brands can use this platform to communicate to the target audience. appoints ex-Rediffusion hand Srishti Sawhney claims to be South Asia’s first online video media network. It webcasts short format programmes, episodes and segments. There are six channels in all in the genres of humour, thrillers, drama, short films, documentaries, satire, political commentaries, religion, spirituality and body and soul.

Over 500 websites are registered with, which allows them to use the feed on a revenue sharing basis, says Sunil Nair, CEO and co-founder, He adds that this number is expected to rise to 1,000 by the end of this month. “Around 80-85 per cent of our viewership is generated through the various websites,” he says. has recently tied up with the Indian Documentary Producers Association (IDPA) to showcase award winning documentaries, short films and animation films, allowing its online viewers to vote for and rate the best films.

© 2007 agencyfaqs!

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