Tag: Mausumi Kar

  • Acer India ropes in Motivator India as media partner

    Acer India ropes in Motivator India as media partner

    Mumbai: Taiwanese electronics and hardware maker Acer has roped in Motivator as its media partner in India. The account will be handled from the Motivator Bangalore office.

    Motivator India will manage the brand’s digital media duties including media strategy & planning, media investment, media activation, and content for categories including laptops, AIOs, tablets, monitors, projectors, air purifiers, and wireless earbuds. 

    “I am delighted to have Motivator India on board as one of our lead agencies,” said Acer India’s head of marketing, Sooraj Balakrishnan. “Their experienced team, knowledge of the media domain, great publisher connect and commitment to Acer has convinced us that they are the right digital media partner to take our brand forward in these challenging times.”

    “We are delighted to partner and support Acer in their growth momentum,” said Motivator India, MD, Mausumi Kar. “The consumer journey is becoming increasingly complex. Our mandate provides us with the perfect opportunity to utilise our digital expertise in navigating this journey towards success for the brand Acer.”

    “Acer believes in breaking the barriers between people and technology and Motivator’s data and insights backed understanding of the market, consumers and motivations enable this for them. We are delighted to be awarded the business for Acer,” added Motivator India, managing partner – South, Radhika Ramani.

  • Pet Tales with Motivator’s Mausumi Kar

    Pet Tales with Motivator’s Mausumi Kar

    Animal Planet is celebrating the bond that humans share with animals through this heartwarming series called ‘Animal Planet Pet Tales’ on the special relationship that India’s top media executives share with their pets. 

    What’s your favourite pet movie?

    It is difficult to pick one but if I had to, then I would go with Beethoven – the story of the Newtons and their giant St. Bernard Beethoven. I have spent sixteen years spread between two of these gentle giants. Hugging a St. Bernard is soul satisfying; living with one is a lesson in family bonding.

    What does a typical day with your pet look like?

    There hasn’t been a typical day with any of my boys in the last so many years. Let me tell you some things that happen every day with my two boxer boys. Life begins at six in the morning when you have to cajole, push and struggle to get them out of bed, not their beds but my bed. They go for their walks and they are pretty well-behaved in that department. I meet them next when I leave home for office and the lost-boys-sad faces they make is heart wrenching. Coming home is a joy! Whether I meet them after a gap of ten minutes or ten hours, they greet me with jumps and licks on my face like we are some long lost friends. In fact, they compete with each other to see who can give me more slurpy licks. I feel like an ice-cream cone each day. Then it is treat-time with mommy. We give them the same treat but Gobbet the slightly bigger of the two hoards both their treats under his belly. Niret then walks up to me to complain with these lovely sounding yelps seeking intervention. A proper admonishment later Gobbet understands the merit of sharing. This happens every day! Then it is time for very intense playtime. It is too insane for me. It’s mostly with their dad or amongst themselves sans or with toys. Evening walks and dinner times are not note-worthy. The day ends with my husband and me struggling to preserve some space for ourselves at the two ends of our king-size bed and retaining at least a pillow each and some portions of our duvets. The rest belongs to Niret and Gobbet to do as they please.

    FULL COVERAGE: ANIMAL PLANET PET TALES

     

    What prompted you to have a pet? Do you feel having a pet changes your perspective?

    I have grown up with pets and animals. At different points of time, we have provided homes to an interesting assortment of animals – dogs, parrots, pigs, chicken and cows! I have heard stories about this German Shepherd Laika that my parents had at the time I was born. Apparently, she stood guard by me whenever any outsider was around. Once as my nanny took me for an outing in my pram, she met a friend. They lost track of time as they chatted and continued to walk beyond the regular route into some unknown not so dog friendly neighbourhood at quite some distance. Laika never left her side. A search party had to be sent out to get all of us back. Fact is, it was the stretch between the time I left home for hostel after Class X for furthering my studies till the time I got married that I have not cohabited with a pet.

    Living with a pet or any animal for that matter changes one’s world view. You become more responsible and adaptable. My husband and I made major decisions around our boys. You would have understood by now that my dogs have been my children. We decided to buy an independent bungalow and not a flat, our first air-conditioner came home with our first St. Bernard, and our choice of vehicle purchase has always revolved around whether the seating arrangement allowed enough flexibility to comfortably fit two large dogs. We used to travel with two St. Bernards at a point in time! I have an elaborate arrangement of full-time housekeeper and driver just so that the needs of my boys are managed adequately. Above all you just start savouring the simple joys of life.

    Do you think public places within India are pet-friendly? If not, what can be done to improve this?

    We have a long way to go before public places in India become pet-friendly. In Europe, pets travel with their family in tubes and trains, are allowed into shopping malls and food joints, there is an abundance of pet-friendly hotels, the only caveat being one of responsible ownership. In India it is often a struggle to even take dogs out for walks. There are some cities in India which are more pet-friendly than others but the scope for improvement is immense even there. For starters, there needs to be responsibility from the owners’ side in public places where pets should always be on leash and need to clean up after their pets. Irresponsible ownership is one of the key reasons that public places are not pet-friendly. As a small first step, open spaces and parks could be made open to pets.

    What’s been your favourite campaign/ad that involving animals?

    Unequivocally, the Hutch campaign with the little boy and the pug. “You and I in this beautiful world”, is the perfect expression of co-existence.

    Has adoption of strays really increased today because of media and increased awareness?

    There is certainly increased awareness in media about strays in general and stray adoption in particular. My husband and I have been associated with Friendicose for a while now, since we adopted a St. Bernard. There is increased incidence of abandoning of pets even pure-breeds adding to the already growing population of strays. I am impressed with what Ratan Tata has done for strays by welcoming them to Bombay House. My former boss Lynn D’Souza works a lot with animals in Goa. Adopting a stray is admirable. If more people of the stature of Ratan Tata and Lynn speak out about their experiences and work with strays, it will go a long way towards increasing awareness of stray adoptions. We need to work more towards creating an environment that respects nature and all her creations. Right to space and life is not the exclusive domain of affluent individuals but all life-forms.

  • Mausumi Kar appointed India MD for Motivator

    Mausumi Kar appointed India MD for Motivator

    MUMBAI: Motivator, an integral part of GroupM – world’s largest media investment agency –  has appointed Mausumi Kar as its India managing director effective from 1 October 2018.

    She will be Motivator’s first woman managing director and will report to GroupM South Asia CEO Sameer Singh.

    Mausumi has been associated with GroupM for over 10 years and has handled multiple roles from heading Maxus–North and East, to leading the Google Partnership for GroupM nationally. Before the move, she led the independent SBU that handled the Airtel mandate.

    On the announcement Sameer Singh said, “It’s a welcoming change in the organisation. I have seen her work and feel her leadership skills and experience will play a vital role in the firm. I’m looking forward to working with her and wish her all the best for her new role.”

    Talking about her new role, Mausumi Kar said, “It has been a rewarding journey at GroupM. I am excited and looking forward to the new assignment. My aim  would be to become a trusted advisor to my clients and help them in delivering superior value while  delivering the best to our partners . I would like to thank Sam and the leadership team for reposing their faith  in me. I am grateful to my team which has made me shine.”

    Mausumi has over 25 years of experience in the field of media, entertainment and advertising and excels in Brand Management, Communication Planning, Consumer Insights, Ideation and Execution and Digital Strategy. In her professional tenure, she has held prestigious roles at IPG Group, Havas Group and ESPN-Star Sports.

  • Airtel & TVF create internet’s live reality show

    Airtel & TVF create internet’s live reality show

    MUMBAI: Nomophobia – the fear of being without your mobile phone or being unable to use your phone for some reason. Bringing this phobia to life with a hilarious twist is internet’s first ever live reality show, TVF is presenting — Airtel connected live. In a world where people have a fear of not being always connected through their smartphones, TVF and Airtel come together to create this first-of-a-kind live event & branded content IP in India.

    From the TVF stable, creators of the most compelling web content in India and makers of the immensely popular series like “TVF Pitchers”, “Permanent roommates”, “TVF Tripling” amongst others, comes a yet another first in its category. TVF presents Airtel connected live is a live web-reality event which will take place from August 18 – 20th. Featuring Jitendra Kumar, one of TVF’s most popular faces, lovingly called Jeetu by his fans, the live reality show will see him being dared to live alone in a house. Little does he know, TVF & Airtel have some surprises in store for him. That’s not all! Even you the viewers can throw a dare at Jeetu. Filled with 3 days of entertaining tasks playing on Webcast live on TVFPlay and on Facebook; Airtel Connected Live is an opportunity for fans to see their favourite TVF faces up close and personal. Featuring cameos from popular TVF faces like Anant Singh, Nidhi Bisht, Nidhi Singh, Biswapati Sarkar and others, Airtel Connected Live promises to take branded content on the web in India to the next level. Recently, TVF also took a step towards live entertainment by conducting its first live Truth or Dare.

    Jitendra Kumar popularly known as Jeetu shared, “My love to Airtel for supporting us crazy TVF people in this larger than life dare plan. Initially I was taking it lightly but now I am a little scared about these three days. At the same time I am also looking forward to it because it gives me a feeling of our childhood video games where our hero used to face different situations and clear all the stages successfully in the end. I am looking forward to a lot of fun and expecting the toughest and most entertaining tasks from our crazy TVF Truth vs. Dare team. Looking forward to the love and support from people out there in finishing my tasks.”

    Vineet Kanabar, Head of Marketing, TVF said, “The Viral Fever has always been a leader in experimenting with new formats of digital entertainment. Live videos on Facebook & YouTube emerged as an exciting format and we have used these extensively to entertain the audience. With Airtel Connected Live, we’re taking the next leap in digital entertainment. Interactive real-time live entertainment is the holy grail of digital branded content and we’re excited to be among the first movers in this space. Kudos to Airtel & GroupM for reposing their trust in us to take this giant leap. Stay tuned, there will be more to come in this space from us.”

    Mausumi Kar, Managing Partner, Team Airtel @ GroupM elaborated, “Airtel Connected LIVE is inspired by the popular ‘escape from locked room’ concept; but that’s where the similarity ends. The edge-of-the-seat fear and anxiety fare usually connected with this format was replaced being alien to our brand DNA. Instead the viewer is made a part of a journey of fun and humor. We are glad to partner with TVF to bring alive our idea and add the dimensions of subtle brand integrations with easy camaraderie with viewers that they have delivered.”

    Airtel spokesperson shared, “As a platform, Airtel Connected Live helps demonstrate the power of Airtel network. This is a first-of-its-kind three day continuous live activation created in conjunction with TVF that challenges all thresholds of digital engagement experienced before. It also proves how the right choice of network enables the true use of smartphones.”