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Tag: Saket Sinha

  • mSix&Partners elevates Subhamay Mukhopadhyay to managing partner India

    mSix&Partners elevates Subhamay Mukhopadhyay to managing partner India

    Mumbai: mSix&Partners, GroupM’s youngest outcome-based agency has named Subhamay Mukhopadhyay as managing partner, India. He will be taking the baton from Saket Sinha, who is appointed as mSix&Partners APAC chief growth officer. Sinha will be based out of Singapore office, the agency said.

    “Mukhopadhyay will be responsible to accelerate the business growth of mSix&Partners in India and the clients through its integrated marketing solutions. Media and commerce, measurement and technology are among the areas he will expand mSix&Partner’s capabilities,” said the statement.

    “Currently serving as the head of Mindshare West, he has built an exemplary cross-functional team and worked on numerous clients in multiple sectors. Among Subho’s many achievements is his expertise in integrated media strategy and excellent client relationships,” remarked Mindshare South Asia CEO Amin Lakhani. “He’s delivered multiple award-winning campaigns in India as well as across the globe. Subho has played a significant role in growing the agency in India and I am confident that his vision will build on mSix&Partners legacy in the country. It’s inspiring to see Subho become a leader among the ranks to create a future-fit agency. I am confident he will push the agency to new heights with his expertise and leadership.”

    He further added, “I would also like to take this opportunity to thank Saket Sinha, under whose leadership, mSix&Partners has become the fastest-growing agency building a rich roster of clients and challenger brands.”

    Having spent more than two decades in the media, Mukhopadhyay is a seasoned media professional. He joined the ‘Purple Family’ at Mindshare 16 years ago as a media manager and worked across categories in key markets like Delhi, Bangalore and Mumbai. GSK, Castrol, Star Network, Nike, Lenovo, IBM, Kellogg’s, ICICI Group, Idea, UltraTech, JSW Group, Lifestyle, UB, Pharmeasy, Upstox are few key clients he worked closely within their growth journey.

    “There couldn’t be any better time to take charge of mSix&Partners. ‘Agility’ and ‘Entrepreneurial’ spirit of this youngest agency of GroupM provides the best opportunity to partner with the existing and new-age businesses,” said Subhamay Mukhopadhyay on his new role. “Top priorities for us will be to deliver ‘client delight’ by strengthening & building a sustainable relationship, attracting ‘quality talents’ to drive business & brand solutions and curate ‘be-spoke products & solutions with a clear focus on Data, Tech and Content. I’m excited to embark on this journey and scale up mSix&Partners in India to the next level.”

  • Xaxis, M’Six and Lemma join hands to drive sales growth for brands through programmatic DOOH campaign

    Xaxis, M’Six and Lemma join hands to drive sales growth for brands through programmatic DOOH campaign

    MUMBAI: Xaxis, the outcome media company and GroupM’s advanced programmatic arm, in partnership with m/SIX and Lemma recently announced the results of their pioneering digital out-of-home (DOOH) campaign for Veeba Sauces. The campaign showcased a new real-time audience targeting and measurement capabilities for out-of-home advertising and helped increase in-store sales by more than 15 per cent.

    Identifying buying patterns among consumers for Veeba Sauces, Xaxis designed the campaign to target the upper-middle-class population in Delhi. With a host of competing brands, standing out in stores was also a challenge. To reach out to their target audience, customers were targeted at three key touchpoints at the supermarket: before they entered the store, at the store and at the billing counter. Using Xaxis’ proprietary platform intelligence the campaign gained richer insights and analysis of all audience dynamics, enabling attribution of the effects of the contextualized content strategy as well as its impact on brand engagement and in-store behaviour.

    As consumer attention becomes increasingly elusive, Xaxis’ DOOH capabilities, allowed Veeba Sauces to build connections with target audiences in real-time and understand the direct impact of DOOH on the customer journey. By leveraging DOOH, brands can enjoy the benefits of digital display advertising, including data-driven targeting, measurement, and live creative updates, in localized, high-impact media sites. By 2021, digital is expected to account for 45 per cent of all outdoor media spend (WARC Global Ad Trends report, November 2018).

    Veeba Food Services brand manager Ankit Sharma commented: “Xaxis presented us an opportunity to deliver programmatically digital out of home. With our fantastic product line-up, being able to display our message in target stores supported by mobile activity, remarketing to users who were within 20 meters of a DOOH location, was a smart approach. The campaign helped increase sales by 15% across the target 24/7 stores in Delhi. Moving forward, it is a channel we will be considering within our media mix.”

    m/SIX India senior vice president Saket Sinha said: "M/SIX has always believed in outcome-based advertising and that connecting with walk-in consumers at a store is a critical part of the marketing funnel. By enabling brands to tap into the benefits of programmatic advertising, we were able to provide Veeba Sauces with a unique medium to reach consumers with eye-level messaging and cover an area far greater than what was possible through traditional OOH.”

    Xaxis India country lead Bharat Khatri added: “Out-of-home advertising has always been an effective media channel to drive awareness for brands and now combined with programmatic technology this medium is more automated and measurable than ever before. We saw all the benefits of programmatic DOOH come to light, the ability to communicate in real-time through networked digital screens, Wi-Fi and mobile broadband to deliver contextually relevant messaging, and drive more immediate consideration, trial, and purchase. This is a compelling reason for brands to invest in DOOH.”

    Lemma founder and CEO Gulab Patil said: “Mapping audience parameters and behavioural tendencies to locations has taken DOOH advertising to new heights. Furthermore, programmatic technology has enhanced DOOH outputs with dynamic creative rendering abilities that empower advertisers to leverage the essence of the surrounding. In this case, contextualized creatives for Veeba in sync with audience profile, placement & density influenced consumers in the last mile of the purchase journey, subsequently resulting in higher sales. Not only this, technology like ours provide data-mining opportunities that help brands garner information beyond mere exposures.

  • 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.”

  • Veeba targets modern youth in first brand campaign

    Veeba targets modern youth in first brand campaign

    MUMBAI: Sauces, dressings and dips brand, Veeba, has launched its first national marketing campaign, with a strategy to align itself closely with the creativity in Indian kitchens under the strapline “Aaj Kya Khaoge?”

    Starring Amit Sadh and Shruti Seth in an endearing relationship, the campaign aims to inspire and capture the excitement of creating something new and ‘empower’ young Indians to be creative and experiment every day. The campaign was created in partnership with an integrated cross-agency, multi-disciplinary team of TapRoot Dentsu, and MSix.

    Set in a modern Indian context, the ads capture the friendly banter between husband and wife, father and daughter, and those moments of truth when you discover the difference that Veeba sauces have made to the meal. ‘Aaj Kya Khaoge’ is the governing thought behind Veeba’s new brand campaign and reflects the insight that there’s an innovator in every kitchen who is waiting for the right springboard and Veeba aims to be that enabler in every kitchen with its wide range of authentic tasting as well as better-for-you products that can unleash that creativity.

    VEEBA food services founder and MD Viraj Bahl says, “With Veeba every member of the family could cook and consume the food. One of the most asked question in every household is “Aaj Kya Khaoge?” and our wide range of tasty products aim to answer just that. We have a product for every mood and occasion. Even though we are relatively new in the retail space, the response to our products has been overwhelming. Buoyed by this love and appreciation, we felt it was the right time to invest in increasing the brand awareness and recall, creating a platform for future growth.”

    Taproot Dentsu creative head Titus Upputuru adds, “Kitchen is the new playground. Men and women are increasingly finding joy in being creative with food. This is where we found the sweet spot for Veeba’s first television campaign.”

    mSix India leader Saket Sinha says, “As the media agency on record for Veeba, mSix is planning to engage consumers with various touch points across a multi- channel integrated campaign. With our deep understanding of the brand and data to support our inference, mSix is rolling out a sharp targeted content driven media campaign that has been created panning across TV, digital and cinema over the next two months. We will put our best to deliver the desired outcome for Veeba.

    The campaign has four creative expressions and will be aired across multiple genres such as GEC, English entertainment, movies, music and kids networks.

  • Mindshare restructures South Asia leadership

    Mindshare restructures South Asia leadership

    MUMBAI: As part of its ongoing commitment to delivering adaptive planning and thinking, for clients and dynamic markets, Mindshare APAC has realigned its senior leadership in South Asia.

     

    Mindshare APAC chief client officer MA Parthasarathy has been named chief product officer for South Asia. In his new role, Parthasarathy will lead a community of communications strategy and analytics across ten Mindshare offices in South Asia.

     

    Ruchir Mathur, currently principal partner on the PepsiCo business has been appointed as leader for client leadership. Mathur will spearhead a range of ground-breaking activity with an experience of over ten years with Mindshare.

     

    Saket Sinha returns to the Mindshare family as principal partner leading rodeos and the east zone. In his previous role, Sinha was championing business in new geographies for GroupM, creating expansions for the network in several new markets.

     

    Sinha will report to Mathur and Mindshare South Asia CEO Prasanth Kumar for the east zone. Parthasarathy and Mathur will report into Kumar directly.

     

    Commenting on the re-alignment, Kumar said, “As pioneers in adaptive marketing, we are focused on creating a team that continues to open up more possibilities and set ourselves apart, with the capability to merge strategy with market intelligence. As we advise our clients to change mindsets that reflect in the communication they partake in, so does our commitment strengthen to ensure our best talent to service the brands we work with. Parthasarathy, Ruchi and Saket have always been an integral part of the Mindshare family. Each one of them brings their expertise to the table and I am confident that they will continue to take Mindshare to greater heights.”

  • Mindshare wins media duties of Merino Group

    MUMBAI: GroupM‘s media agency Mindshare has won the Merino Group‘s mandate for handling their media consulting and deployment duties across all mediums. Mindshare bagged the account without a pitch.

    The Merino account will be handled out of the Mindshare‘s Delhi office.

    Mindshare South Asia leader Ravi Rao said, “The win is the latest in a series of new account appointments for our Delhi office. We are really excited to have the opportunity to serve Merino. They have a great vision for the category and we believe we can do some game-changing work for the brand.”

    The Merino Group, which was started in 1968, deals in building-interior products, such as laminates, plyboards, ready doors, cubicles and acrylic counters for homes, offices, commercial and public areas. The company also owns the FMCG brand Vegit that manufactures and markets dehydrated potato flakes and instant snack mixes. It has also diversified into farming, biotechnology and food processing.

    Merino Group deputy general manager marketing Kamal K Mishra said, “To orchestrate the reach and delivery of our multimedia brand campaign, we were seeking a versatile and seasoned partner for media operations and Mindshare is a much-recommended name in the field.”

    Mindshare partner client leader Saket Sinha said, “We are fully geared to choreograph the journey for the brand to meet its consumer.”

  • Mindshare to handle media consulting & deployment duties for Jabong.Com

    Mindshare to handle media consulting & deployment duties for Jabong.Com

    MUMBAI: Online fashion and lifestyle retail destination Jabong.com has appointed Mindshare to handle its media consulting and deployment mandate.

    The win comes on the back of a multi-agency pitch and the account will be handled by Mindshare North.

    The pitch was led by Saket Sinha who is partner client leadership and his team at Mindshare. The team’s grasp of consumer insights in the space of e-tailing coupled with targeting recommendations based on information from both proprietary studies such as TGI and external industry research helped Jabong.com understand the India market a lot better and swung the decision in favour of Mindshare Delhi.

    Jabong.com managing director Manu Kumar Jain said, “We are aware that we need sustained communication, delivered creatively in order to become the single ‘go to’ destination in our customer’s mind, when thinking fashion and lifestyle. Therefore the priority was to align with agencies that would be able to deliver that promise. Mindshare was certainly a strong runner right from the start, and we have finally decided to go with them for media deployment advice.”

    Mindshare North India client leader Rahul Thappa said, “This win underscores our understanding of the e-tailing market consumer which we as Mindshare have been evolving over the last couple of years. We’re quite excited and proud to have been entrusted with helping to grow Jabong.com’s business model in India using our consumer and media knowledge and we’re looking forward to a long and fruitful association with Jabong.com in the years to follow.”

    The brand’s first commercial was released in the last week of March. The TVC builds on the Indian consumer’s growing interest in shopping and brings alive the consumer’s joy at having the latest fashion and lifestyle collections on his fingertips. The 30 second commercial leaves the audience with a quick scan of the wide range of lifestyle products available online. The film ends with a clear reference to the benefits that the portal offers including free shipping always, cash on delivery and a policy of 30 day-returns.