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Tag: Sudha Natrajan

  • Byju’s launches #KeepLearning with TOI to empower parents, students, & teachers

    Byju’s launches #KeepLearning with TOI to empower parents, students, & teachers

    NEW DELHI: Times of India in association with BYJU’S has launched #KeepLearning campaign. The initiative intends to empower students, parents and educators with information and the best practices of online learning.

    With a key focus towards offering innovative, engaging and informative content for young students, the campaign platform will also offer guidance via discussions and one-on-one chats for parents and educators.

    The campaign will further delve into various topics, pertaining to education, curated by luminaries and stalwarts from the education sector including Artsphere & Soulsphere founder & director Anubha Doshi, Nehru World School director Arunabh Singh, Ophthalmologist Navin Sakhuja, Max Super Specialty Hospital  director and head Sameer Malhotra, Springdays School & Fountainhead Leaders co-founder Ramya Rajendiran among others.

    Some of the key topics include, new education policy, curriculum during Covid2019 and beyond, Blackboard to a digital screen, screen time – how much is too much, and many more.

    #KeepLearning is a holistic one stop platform solving all thee-learning pain-points faced by teachers, parents and students in today’s time. The platform includes: – 

    ·         Content on Online Education: Almost all topics related to online learning are covered through variety of articles, listicles and videos on the website

    ·         Discussion with Subject Matter Experts: There will be series of Webinars and Panel Discussions with subject matter experts on various topics throughout the 2 months duration of the initiative

    ·         One-on-One Connect with Experts: Registered users will also be able to connect one on one with key experts from multiple domains like Education System, Lifestyle Coaching, Child Psychology, Ophthalmology, Career Counselling etc. to answer their questions/queries

    ·         Discussion Forums: Registered users will also be able to participate in discussion forums on various topics and get perspective of top experts and other participants

    The campaign is also engaging with prominent celebrities and experts. The list includes known influencers like Rajiv Makhani, Anaita Shroff, Katerina Folkman, Momcom India and many others.

    TOI director brand Sanjeev Bhargava said, “The pandemic has brought about several drastic changes in the way we live our lives. One of the sectors that have seen sizeable change is the education sector, which has swiftly transitioned and adopted a digital approach. As a media platform, we have consistently been drivers of effective change in society, building and supporting movements; with this legacy, we bring an endeavour to empower parents and educators while providing them with the best guidance and knowledge in association with Byju’s. Bridging the gap between the knowledge of how to leverage the various digital learning tools that have been developed for us, #KeepLearning will help children, parents and educators alike.”

    TOI director response Sudha Natrajan has also shared a similar take on the initiative. She said, “Covid-19’s prevailing impact has forced people to live life indoors. The education sector has also moved from blackboards to digital screens, affecting the life of the students and forcing them to adapt to the digital way of learning. With TOI’s and Byju’s – #KeepLearning initiative, we aim to edify the parents and educators about how they can adapt to these changes and alsohelp students adapt to the changing times for a better future. By using different approaches and digital tools we intend to create a bridge between the parents and teachers to drive them towards a better future for the students.”

    Byju’s COO Mrinal Mohit said, “Learning and education are an important part of our lives. With the advancement of technologies and availability of several tools, it is necessary to expand the scope of learning at every stage and educate ourselves on how we can harness the presented opportunity. With the #KeepLearning campaign, in association with TOI, BYJU’S hopes to enlighten students, parents and educators about the ‘how-to’ of e-learning and bring about a change in the education sector.”

    Launched today, the campaign will garner a national presence via the media house’s extensive reach, further amplified digitally as well as with social media. Parents and children can visit the campaign microsite https://timeskeeplearning.com/ for a deep-dive into the world of e-learning.

  • And a new journey begins…

    And a new journey begins…

    MUMBAI: In June 2012, two senior executives Sudha Natrajan and Raghav Subramanian quit Lintas Initiative Media to commence a new journey together. The duo had announced the launch of their new venture named TMC Corporation.

    The media veterans who have a combined experience of more than 40 years in the media industry have launched two businesses under TMC Corp- The Media Consultancy and The Media Café.

    The Media Consultancy is a strategic consultancy specialising in new age consumer research, brand and return on investment (RoI) analytics and modelling, media content and training. The Media Cafe, on the other hand, is the first of its kind media, advertising and marketing hangout. It is where industry professionals can bond, learn, gossip and have fun.

    Based in Gurgaon, the two have self-funded the entire venture as they wanted complete control of its operations. They are promoting the businesses through word-of-mouth publicity and there is a dedicated FB page for ‘The Media Café’.

    Natrajan and Subramanian write about TMC Corp and the idea behind the birth of an enterprise with a twist…

    After spending 20 years each in the industry, we both realised that we were getting a little bored with what we have been doing till now, and that the way forward was to carve out newer challenges for us. Hence was born TMC Corp. While about 80 per cent of our time would go into building our consultancy, which has been constructed in such a way that it addresses the gaps that we have experienced in the media agency product over the years, there was an alter ego that we wanted to satisfy.

    The answer lay in The Media Café. The media industry is a people’s industry. The last 20 years we have personally gained the friendship of everyone in the industry. We felt that we needed to give something back, to offer a space that the fraternity can call their own, where they can hangout and feel a sense of belonging. Setting up the Café has also given us the much needed freshness and twist that we needed in the second chapter of our career. We have put this up in nine weeks, a record time for anyone who is familiar with the F&B industry.

    Media has come a long way in the last 15 odd years, from a delivery arm within a full service agency to a marketing partner to clients. Primarily because clients realise that media is the biggest cost bucket within marketing. Hence the significance and accountability automatically rises.

    This growth has also led to challenges. What started with and 2.5 per cent– 3 per cent is now hovering around 1 per cent to 2 per cent. So, now with just a thru-put offering it has become hard to sustain, more so with global hawks keeping an eye at the numbers. So gradually ‘value added services’ have found a place within media agencies. This ranges from research to analytics to content and so on. This also adds up as a good pitch conversation (though rapidly there is no differentiation here as well).

    The next level of challenge for agencies has been delivering this promise and also selling through to clients. Media agencies find it hard to attract specialized talent in these areas both from a scope and learning perspective, as well as pay scale. This becomes a big hurdle to deliver the services. The other big challenge is of objectivity. Especially when it comes to research and analytics, clients are not very convinced of the objectivity. A marketing mix model might always end up saying client needs to spend more or that there is nothing wrong with the current media mix. Marketers like Unilever have a strict code to work with third party companies for their analytics.

    TMC has the uniqueness with both its founders, having worked in the industry across functions over two decades. The idea is not to fix things (which are where most start ups come from) but to support and work with both advertisers and agencies to create a better space for the brands.

    Our offering is across the line support for the thru-put. A sound strategy needs to be backed by research and analytics and a good brand engagement needs to be enabled through content. Our offering is both composite as well as modular. Outside of this, we will be designing varied training modules for both agencies and media owners. Such an offering from one place does not exist. That should differentiate TMC. What we are not is a media planning and buying agency which executes plans for brands.

    We are an offering that is complementary to the way the industry is structured currently, and do not intend to displace any existing entity. So, our potential market is fairly large. The field we are playing in ranges from doing projects on content strategy to on-going research and analytics relationships directly with large to medium sized clients, comprehensive strategic solutions either with clients or for them through their agencies and to retainership relationships with large agency houses. This will entail formulating and putting together pitch strategies, value-add to existing strategic challenges with their clients, content/research/analytics solutions, and training – both on functional strategic skills, as well as grooming leaders/aiding succession planning. There are also analytics assignments we are exploring with clients overseas.

  • LIM’s CEO Natrajan and COO Subramanian to jointly launch TMC Corp

    MUMBAI: After quitting, Lintas Initiative Media‘s CEO Sudha Natrajan and COO Raghav Subramanian are together launching The Media Café (TMC) Corporation in the media entertainment space.

    TMC will start with the Gurgaon office in mid-August and expand to other parts of the country later.

    The new entity will constitute of The Media Consultants: A strategic consultancy offering; The Media Consumer: Research offering on both media and consumer; The Media Calibrators: Applying brand/business analytics; and The Media Content: Merging brand messaging and content.

    Having a combined experience of more than 40 years in the media industry, the two founding directors believe that the industry has a strong sense of community without a sense of belonging.

    Natrajan said, “After 20 years of working in a tight system, it’s a great feeling to break free, and evolve afresh. We’re so excited to
    launch our own company, which involves both work and play. We’re both extremely grounded, simple people, who form tight bonds with everyone we interact with. We want to deliver a realism that forms a halo over all our offerings.”

    Subramanian added, “It has been a long wait after various stints. This just feels right. TMC is here and will bind the industry in more than a couple of ways. Sudha is someone I have known for a while now and what can be a better combination. We complement each other well; this is a new start not just for us, but also for a lot of people around us.”

    Natrajan has over 20 years of brand marketing, client servicing and media management experience. At LMG she has worked with clients like Maruti Suzuki, Sony Electronics, Religare Enterprises, Voltas and Naukri.com.

    Subramanian had joined LIM in December 2011. Prior to LIM, he was with Starcom MediaVest Group. He has over 20 years of experience in the business of media, consulting, analytics and research.

    Also Read:

    Natrajan & Subramanian quit LIM, Manas Mishra joins as prez

  • Subhas Warrier joins LIM as EVP

    MUMBAI: Lintas Initiative Media (LIM) has appointed media veteran Subhas Warrier as EVP and head of South.

    Warrier will report to LIM CEO Sudha Natrajan.

    Warrier said, “I am delighted to join the fire power of Lintas Initiative Media. There is a great bunch of people here. The clients here are very aggressive and are open to new ideas and are continuously looking to take more and more innovative initiatives in their marketing effort.”

    Natrajan added, “A creative mind, bringing back magic to the media business, is what he will bring to the table.”

    Natrajan is on a mission to build a senior council of experienced professionals with cutting edge expertise at LIM. Appointment of Raghav Subramanian as COO, four months back, was the first step in that direction.

    Warrier will further strengthen the council.

    Subramanian added, “The South has always been key for Lintas, and has contributed greatly to our overall growth and equity. We have a healthy rooster of large clients with long relationships, and we needed someone with the maturity and width and depth of experience that Subhas brings to the table. We have very aggressive plans for the region for this year, and are already in the process of acquisition of some key new businesses.”

    Warrier started his career in 1987 with Osterads Advertising and Marketing Dubai.

    Prior to his most recent stint with Dentsu Media in Mumbai as their Mumbai Head, he has worked with JWT, Ogilvy, and then MindShare followed with a hand in his own business and a Consultancy Start Up called Eye – 2 – Eye Media in Dubai.

  • Lintas Initiative Media bags Crazeal’s media biz

    Lintas Initiative Media bags Crazeal’s media biz

    MUMBAI: Crazeal.com, the India unit of group-buying website Groupon, has awarded its media mandate to Lintas Initiative Media.

    The account size is estimated to be Rs 250 million.

    Present in 45 countries, Crazeal has over 120 million subscribers.

    “Our aggressive and efficient launch strategy for the brand was appreciated by the client. The passion of the team was the icing on the cake. A win is always celebrated, and learnt from,” said Lintas Media Group COO Raghav Subramanian.

    Lintas Initiative Media CEO Sudha Natrajan added, “It is so motivating for the team. We are keen to work on the challenge of making Crazeal, which would be a late entrant into the market, succeed. Our past track record has been great in achieving this.

  • LMG elevates Sudha Natrajan to CEO of Lintas Initiative Media

    LMG elevates Sudha Natrajan to CEO of Lintas Initiative Media

    MUMBAI: Lintas Media Group (LMG) has promoted long standing member of the Lintas fraternity, Sudha Natrajan, to the position of CEO of Lintas Initiative Media.

    Natarajan has also been appointed to the Board of Lintas Initiative Outdoor, the wholly owned out-of-home subsidiary of LMG, formerly known as Aaren Initiative before the acquisition.

    In her new role, she will assume national responsibility for the newly created Lintas Initiative Media, a full-service media and digital offering of LMG, currently servicing a wide cross section of LMG clients in all cities.

    Meanwhile, Raghav Subramanian, who recently joined LMG, will be a key support to Natarajan as the COO of Lintas Initiative Media.

    “Sudha has been an indelible part of LMG‘s growth story for over a decade. She has moved from strength to strength and built many strong relations with our clients and the industry at large. There could not be a better point for me to make this announcement than now, as both LMG and Sudha are poised for our next step,” says LMG chairman and CEO Lynn de Souza.

    Natarajan adds, “I am excited to take on the responsibility that LMG has vested on me. In this new digitally advanced world, it has become imperative for both media agencies and clients to redefine themselves constantly. My challenge is to ensure that Lintas Initiative Media is one of the most futuristic agencies in India.”

    An MBA with over 20 years of brand marketing, client servicing and media management experience under her belt, Natrajan moved base from Bangalore to Gurgaon three years ago to additionally oversee the LMG operation in that city, with blue chip client relationships such as Maruti Suzuki, Sony Electronics, Religare Enterprises, Voltas and Naukri.com among others.