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Tag: Ruchi Mathur

  • Ruchi Mathur named as CGO at Mindshare India

    Ruchi Mathur named as CGO at Mindshare India

    Mumbai: Mindshare, the flagship agency from GroupM on Wednesday announced the elevation of Ruchi Mathur as chief growth officer (CGO) for India, with immediate effect. She will be based out of Gurugram and report to Mindshare South Asia CEO Amin Lakhani.

    Mathur, who was previously head of client leadership at Mindshare North & East, will now be responsible for expanding growth metrics for Mindshare through new business development and unlocking growth opportunities within existing businesses, said the agency in a statement.

    “Along with Mindshare, she will closely work with the GroupM leadership to scale in partnerships, capability offering, and drive Mindshare’s good growth agenda,” the agency further added. 

    “Ruchi is a passionate leader and has a proven record of driving excellent business results within the Mindshare group, in the North and East especially. She is instrumental in boosting operational efficiency for helping our clients achieve their objectives,” commented Amin Lakhani. “With more than two decades of media expertise, Ruchi brings in a unique set of perspectives and skills that will help hone our strategic direction and grow our organisation. I am looking forward to her continued contribution within the system and am confident that with her expertise, we will continue leading towards client delight.”

    Speaking on her role, Mathur said, “At Mindshare, our aim is to continuously focus on strong and sustainable ‘Good Growth,’ while creating an impact for our brands, consumers, and the society at large. I would like to thank team Mindshare for believing in me and look forward to this opportunity to continue transforming our client businesses.”

  • Mindshare collaborates with Apollo Tyres to focus on the SUV segment

    Mindshare collaborates with Apollo Tyres to focus on the SUV segment

    MUMBAI: Mindshare, India’s largest full-service media agency, a part of Group M, launched an integrated media campaign for Apollo Tyres’ new range – Apollo Apterra AT2. This all-terrain tyre complements Apollo’s existing Apterra range including specialised Highway Luxury (HL), Highway Terrain (HT), High Performance (HP) and the All-Terrain (AT) tyres for the SUVs.

    The riveting all-India TVC for Apollo Tyres’ SUV segment seeks to add more to ‘Bad roads go to good places’, which is the key message for the company’s tyres for SUV enthusiasts. The campaign aims at establishing Apollo Tyres as a high-technology brand, which has unmatched traction and durability and has been thoroughly tested in the toughest of conditions in South Africa before being introduced.

    Mindshare used its proprietary tools like [m]Platform and Adaptive Marketing Framework to capture the interests of the auto enthusiasts. For Apterra, Mindshare partnered with online video platforms with a hybrid approach of behavioural targeting & high reach via Cricket (Ind-SA T20 series) and Entertainment (KBC). High affinity platforms and niche movie premieres were also utilised to establish the proposition. Partnering a leading auto-portal, Mindshare also did an off-roading day sponsorship. Taking the campaign a step further – key highways of India were identified for off-roading, and impactful creatives were being placed along them.

    Commenting on the launch of the Apollo Apterra AT2 tyres, Apollo Tyres Ltd president, Asia Pacific, Middle East & Africa (APMEA) Satish Sharma said, “We are sharpening our focus on the SUV segment in India, with specialised tyres for different terrains, as this vehicle segment is growing faster than passenger cars. The excellent test results, and the global efforts that have gone into developing the Apollo Apterra AT2, gives us the confidence that this tyre will set a new benchmark in the all-terrain tyre space, and will further propel our leadership in the SUV segment.”

    Sharing her thoughts on the new campaign, Mindshare North & East senior vice president, client leadership Ruchi Mathur said, “There is an organic momentum in the SUV category and therefore, this was the perfect time to launch Apollo Apterra AT2. Our primary task was to decode, identify and then reach the SUV enthusiast. Given that we were talking to a niche segment, we needed a hyper customised approach, which our proprietary tool ([m]Platform) and framework (the Adaptive Marketing Framework), helped with. By leveraging these, we understood the interests of the target audience and converted these insights into a strong strategy and action plan, across offline and online channels. We played to the niche segment, but with scale.”

    Apollo Tyres has also curated #BadRoadBuddies, a community for budding and existing off-roaders to come together and discover the unexplored beauty that beholds in this vast terrain that is India. The people who belong to this community are the ones who go the distance to make it through some of the harshest roads in the country to get breath-taking views and lifetime worth of experiences.

  • Pet Tales with Mindshare’s Ruchi Mathur

    Pet Tales with Mindshare’s Ruchi Mathur

    What’s your favorite pet movie?

    I don't really have a favourite pet story as I avoid watching movies involving pets as they are very emotional and they break my heart.

    What does a typical day with your pet look like?

    Having a pet is a non-stop adventure and its like having a baby in the house. The only difference is that the baby grows up after few years but your four legged baby will never grow up and that’s the beauty of it. They are full of energy and right from the moment I get up in the morning, Lego comes up to me to lick and cuddle me. That's the only time when he is lazy and laid back and allows me to cuddle him. The rest of the day, he is hyper active and runs around the house. I love my morning walks with him and its just wonderful to see the way they explore the world. The one rule that I violate completely is feeding them under the table. Every morning when I have my breakfast, he looks at me with him little puppy eyes and I land up feeding him which I hide from my family. At the end of the day, no matter how hard my day has been, it all goes away as soon as I come home to my daughter and Lego.

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

    I don't think it changes your perspective, but it changes your life! Right from the moment when Lego came to our house 18 months ago to date, life has not been the same. It has been absolutely amazing and I think every person should grow up with an animal around them as it makes them more humble and a better person. When I go to the Vet and see other people with their pets there, its so amazing to see CEOs, Mid level executive or a junior level executive, they are committed to their pets and at that moment, the board meetings, clients, pictures, all takes a back seat. I genuinely feel that those who have pets are better people. Nobody is bound to take time off from their precious Sunday but there are people who park outside the Vet clinic for hours and wait patiently only because they want to make sure that their four legged buddies are doing well.

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

    I am afraid it is not as the tolerance of society towards pet is very low. A little tolerance and understanding with an open mind is needed and to make that happen, the owner is equally on the pet parents. I do not allow Lego to roam around the building without a leash, if he reliefs himself in the building then it is my responsibly to clean that and If I enter the lift and I see someone is uncomfortable with a dog in the lift, I volunteer and take the next lift.

    Where I live, there is extreme resistance to me walking Lego in the building. The society says there are elderly walking and children playing but it is my responsibility and I have successfully managed to prove my point after many many many conflicts with the society. The issues were raised in the board meeting and the society even put up a notice in the building in our name saying that it will not be allowed to walk pets in the building. But I absolutely refused to comply to that and stood my ground. It was a long battle and our laws clearly state that a legal action can be taken against people who harness pets and pet parents. I wish a lot could be done to allow dogs to come to parks and other public places.

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

    I will be a little bias here but the VIVO V9 ad where Aamir Khan clicks picture of his dog and cat is one of my most favorite. That is simply because the dog in the ad is Beagle breed and reminds me of Lego.

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

    I think there is an increased awareness but when I talk to like-minded people and my friends, I still think breed is always a preference. People still don't want to adopt mixed breeds or stay dogs. Yes, there is a lot of awareness about taking care of the environment in which strays are but a lot of room for more.

  • Mindshare elevates Ruchi Mathur & Saket Sinha

    Mindshare elevates Ruchi Mathur & Saket Sinha

    MUMBAI: Mindshare, India’s largest media agency, part of GroupM, has announced further organisational restructuring, in order to strengthen its focus on clients within each cluster, drive new capabilities and services, and strengthen operations. 

    The move is intended to help Mindshare not only improve and expand its offerings but also grow its presence in the industry, through a precision-based approach towards customer satisfaction.

    Ruchi Mathur has been instrumental in the growth of Mindshare North and her perseverance has led to the delight of clients, acquisition of several hero projects, and accolades from the industry. She has held pivotal roles leading the entire Mindshare PepsiCo team and collaborating with the larger advertising ecosystem to deliver great innovation for their brands. 

    In her expanded remit as senior vice president of client leadership, Mindshare North and East, Mathur will take on the responsibility of leading an additional region, and will be leading Mindshare North and East. Under her guidance, Mindshare North and East is looking forward to boosting its operational efficiency and delivering greater outcome-based business results for existing and future clients. She will also work closely with promising startups in the region that are exploring newer models of consumer engagement, by bringing together technology, insights and platforms as they grow. Mathur will work with the president of client leadership India Amin Lakhani.

    Saket Sinha will work with Mindshare South Asia CEO Prasanth Kumar and lead m/Six India as senior vice president of client leadership, focusing exclusively on growing and leading the brand. Under Sinha’s leadership m/Six in the last one year has acquired key clients across a variety of consumer product categories. M/Six today has offices in three zones – west, south and north.

    Speaking on this development, Kumar says, “Ruchi and Saket are both dynamic leaders with strong networks in the market, as well as with consumers and clients. We are very excited with the opportunities across the landscape and we are sure that the army of leadership we have in the organisation will produce great results to our clients and therefore a successful journey for us.”

  • PepsiCo spins the chip this Cricket World Cup 2015

    PepsiCo spins the chip this Cricket World Cup 2015

    MUMBAI: In a country where cricket is a religion, the upcoming ICC Cricket World Cup 2015 is the most awaited event. However, the timings are likely to play spoilsport.

    With the tournament taking place in Australia and New Zealand, the matches will be aired anywhere between 3:30 am and 12 noon, IST. This means that most fans will be stuck at offices, day jobs and their daily schedules during match time.

    To keep the excitement level high and to entice, enthrall and entertain all of India, Lay’s has introduced its new campaign ‘Yeh Game Hi Hai…Taste Ka.’ The campaign captures the frenzy, which grips India when the ICC Cricket World Cup 2015 is on and how mismatched timings of the matches this year will create a dilemma for viewers.

    PepsiCo India marketing VP Vipul Prakash said, “Cricket has been a great unifying factor and the fever that grips India is unmatched. As the official snack partner of the ICC Cricket World Cup 2015, Lay’s gets the perfect opportunity to start the year through a scale marketing campaign, ‘Yeh Game Hi Hai…Taste Ka’. This campaign offers a Lay’s spin on the powerful insight of mismatched timings to appeal to consumers. We are enabling consumers to enjoy the game of cricket using the great taste of Lay’s.”

    As the official snack of the ICC Cricket World Cup 2015, the brand is coming to the rescue of bewildered cricket fans across the country.

    Conceptualised by JWT and directed by Ravi Udyawar from RU Films, the new ad features Ranbir Kapoor, Pankaj Kapur and Lisa Hayden. The ad is a light hearted and fun take on the distance a cricket fan is willing to go to catch every World Cup match, inspite of the hurdles, the timings, or any difficulties. The track is penned by Amitabh Bhattacharya and composed by Dhruv Ghanekar of Wah Wah Music.

    JWT Delhi VP and SCD Sumati Singh said, “The morning telecast timings for the ICC Cricket World Cup this year led us to the idea behind the Lay’s campaign. When a cricket loving nation looks for ways to catch the matches on television, Lay’s, with its irresistible taste, is the answer.”

    The campaign will unfold with a 360-degree outreach and engagement plan. In the last few years, consumption of media has changed and on the go viewership has gone up. Hence, the campaign will cut across multiple media vehicles. Taking the insight of mismatched timings Lay’s will have significant presence across digital, retail, radio, print and TV. Innovative consumer activations and engagement activities will enable consumers to win tickets to matches in Australia and LED TVs.

    Speaking about the campaign, PepsiCo India snacks category marketing head and director Rajiv Mathrani said, “The campaign will engage consumers across multiple touch points bringing the match closer to consumers.”

    Mindshare principal partner Ruchi Mathur added, “As the media consumption is increasingly fragmenting, this campaign will reach consumers across multiple touch points. With seamless integrations and activations across traditional and emerging media, Lay’s will create multiple viewing opportunities and bring the World Cup closer to its consumers.”