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Tag: Unny Radhakrishnan

  • Unny Radhakrishnan to step down as Digitas India chief after 5.5 years

    Unny Radhakrishnan to step down as Digitas India chief after 5.5 years

    MUMBAI:  Digitas India chief executive officer Unny Radhakrishnan will exit the agency at the end of September, drawing a close to a 5.5-year run at the Publicis Groupe-owned digital marketing firm.

    Radhakrishnan, who took charge in March 2020, steered Digitas India through a period of growth that saw it expand to a 450-strong team split between local clients and a global delivery hub. Under his leadership, the agency pushed deeper into data, user experience and technology services, cementing its position as a marketing transformation partner for brands.

    In a farewell note, he said leadership was about “bringing together people with different expertise and temperament to do things which otherwise could not have been done by any single individual”. He emphasised that before the “great place to work” labels, the focus was on being known for “great work and great people to work with.”

    Radhakrishnan’s career spans nearly three decades across GroupM, WPP and Publicis, with stints as chief digital officer for Wavemaker South Asia and earlier as head of digital at Maxus. A strong proponent of team building, he often described business as having “the responsibility to influence people to become better human beings, looking beyond the financial scorecards.”
    His next move has not been disclosed.

  • Maxus partners IoTBLR to create unique campaigns & product prototypes

    Maxus partners IoTBLR to create unique campaigns & product prototypes

    MUMBAI: With an aim to co-create unique campaigns and product prototypes, Maxus has entered into a partnership with the IoTBLR Foundation for Pervasive Computing, which is one of world’s largest IoT (Internet of Things) focused meet up group.

    Maxus and IoTBLR will work together with brands in building new products and consumer engagement solutions.

    Talking about the partnership, IoTBLR founder Nihal Kashinath said, “We are very excited about working with Maxus and look forward to co-creating more campaigns and product prototypes that have rarely, if ever, been conceptualised before. We bring in a lot of technological firepower around the Internet of Things, wearable tech, virtual and augmented reality, rapid prototyping, etc as well as a massive developer network from which to crowd-source ideas plus expertise. To put these to work in the context of a brand’s story is terribly exciting for us. There is a symbiotic relationship between creative campaigns and bleeding-edge technologies, and from our interactions so far with the Maxus team, we can confidently say that this partnership is going to push creative technology to stratospheric levels (possibly literally). So get ready to see futuristic tech come alive today.”

    Maxus chief digital officer Unny Radhakrishnan added, “We have been working with IoTBLR for some time now and it is a great learning experience. We had earlier launched Maxus Metalworks, our R&D lab, to work in the areas of emerging technologies and completed a couple of projects. Our teams have been conducting specialised workshops for some of our clients as well. This new partnership will help us keep our pace in understanding technology and leverage it for marketing and consumer services.”

    IoTBLR was founded as an open community by Kashinath with a vision to grow awareness on IoT, empower individuals and organisations to build connected products, and create impact by leveraging pervasive computing solutions. Today IoTBLR has entrepreneurs, working professionals, students, researchers, investors, journalists, hobbyists, etc. as its members. Members can attend workshops/talks/hackathons, work together on IoT projects, share equipment and resources, build IoT solutions and startups, and generally stay updated about the latest developments in the connected world.

  • Maxus partners IoTBLR to create unique campaigns & product prototypes

    Maxus partners IoTBLR to create unique campaigns & product prototypes

    MUMBAI: With an aim to co-create unique campaigns and product prototypes, Maxus has entered into a partnership with the IoTBLR Foundation for Pervasive Computing, which is one of world’s largest IoT (Internet of Things) focused meet up group.

    Maxus and IoTBLR will work together with brands in building new products and consumer engagement solutions.

    Talking about the partnership, IoTBLR founder Nihal Kashinath said, “We are very excited about working with Maxus and look forward to co-creating more campaigns and product prototypes that have rarely, if ever, been conceptualised before. We bring in a lot of technological firepower around the Internet of Things, wearable tech, virtual and augmented reality, rapid prototyping, etc as well as a massive developer network from which to crowd-source ideas plus expertise. To put these to work in the context of a brand’s story is terribly exciting for us. There is a symbiotic relationship between creative campaigns and bleeding-edge technologies, and from our interactions so far with the Maxus team, we can confidently say that this partnership is going to push creative technology to stratospheric levels (possibly literally). So get ready to see futuristic tech come alive today.”

    Maxus chief digital officer Unny Radhakrishnan added, “We have been working with IoTBLR for some time now and it is a great learning experience. We had earlier launched Maxus Metalworks, our R&D lab, to work in the areas of emerging technologies and completed a couple of projects. Our teams have been conducting specialised workshops for some of our clients as well. This new partnership will help us keep our pace in understanding technology and leverage it for marketing and consumer services.”

    IoTBLR was founded as an open community by Kashinath with a vision to grow awareness on IoT, empower individuals and organisations to build connected products, and create impact by leveraging pervasive computing solutions. Today IoTBLR has entrepreneurs, working professionals, students, researchers, investors, journalists, hobbyists, etc. as its members. Members can attend workshops/talks/hackathons, work together on IoT projects, share equipment and resources, build IoT solutions and startups, and generally stay updated about the latest developments in the connected world.

  • Maxus strengthens its top management

    Maxus strengthens its top management

    MUMBAI: Continuing its focus on product excellence and the need for continuous investments in people development, Maxus has elevated some of its key people and strengthened the top management.

     

    Maxus West head Anand Chakravarthy who joined last year has been promoted to managing partner. He will continue to be based at Mumbai, leading the West team and expansion plans.

     

    Maxus South Asia digital head Unny Radhakrishnan has been promoted as chief digital officer. In his new role, he will be additionally responsible for developing new practices and investments and new offerings from Maxus Metalworks (the creative R&D lab of Maxus).

     

    Maxus digital strategy head Vishal Jacob has been promoted as national director – digital.

    In his new role, he will take over from Radhakrishnan and be responsible for the digital services of Maxus across offices.

     

    Maxus West digital head Sairam Ranganathan has been promoted as general manager. Additionally, he will be also responsible for the digital media product and digital training needs.

     

    Maxus Delhi client leader Mimi Deb who joined three years ago has been elevated to general manager. She will lead several large new businesses like Shopclues and several other blue chip clients which the agency won recently.

  • Maxus and Metalworks buoyed about inaugural Melt 2015

    Maxus and Metalworks buoyed about inaugural Melt 2015

    MUMBAI: It’s that time of the year when professionals will congregate to celebrate the first edition of Melt 2015, a two day festival of creativity, advertising, media, digital and marketing industry.

     

    Marketing and communications brand Maxus along with Metalworks, (the global R&D division of Maxus Global) is participating at the festival. Media professionals will witness effective and new age sessions by Maxus South Asia head of digital Unny Radhakrishnan, Metalworks strategist Alex Jasper, Provolv CEO Nick Martin and Maxus India director creative technology Harish Shankaran.

     

    At their booth Metalworks will display state of the art technological innovations and products, which would bring about a revolution of change in the field of modern technology.

     

    Some of the products and services include:

     

    Provolv Sens: A batting cage so that people can try it out and compete with others to get a demo of the technology.

     

    Provolv Stumpshot: Demo of the casing and app.

     

    Playground Project: Showcased on screen and table, this is something that Metalworks is trying to achieve.

     

    VR technologies: A showcase of Zeiss VR, Google Cardboard, Samung Gear VR to showcase VR.

     

    Apart from displaying their newest technologies, Maxus India and Metalworks will work closely to conduct sessions and workshops with demos for prospective clients.

     

    Maxus South Asia managing director Kartik Sharmasaid, “It is a fantastic opportunity for Maxus to be a part of this excellent event. With expectations of a large footfall and the presence of marketers, advertisers, students and the fraternity, Maxus will be very successful to create an impact along with Metalworks by showcasing the newest and most innovative products and services that have been developed. We would be showcasing an interesting mix of innovations and new tools that our enablers for brands in India to truly be future ready.”

     

    Shankaran added, “We are excited to be a part Melt and give a glimpse into what we really do. We expect a healthy reaction from the crowd and are looking forward to build a good standing in the industry. With state of the art technologies that we have, we are sure the response will be encouraging. We aim to bring about a tremendous change in how technology is used, perceived and executed and have thus decided on live demos which will help enhance the experience.”

  • YouTube to launch ad free subscription based model in India

    YouTube to launch ad free subscription based model in India

    MUMBAI: Google’s popular video hosting platform YouTube has been a boon to independent content makers as it enables them to exhibit their talent to a worldwide audience. Now, in order to enhance user experience, YouTube is all set to launch a subscription based ad free model in India. According to sources close to the development, YouTube is planning to launch the innovation around mid June for Indian consumers.

     

    While viewers are offered a wide range of content on the platform, almost all content on YouTube starts with an advertisement wherein the option of skipping it is sometime available and sometimes not. Ads often pop up in the middle of the content too, which interrupts the flow of the viewers.

     

    The new subscription based ad free platform will ignite the long sustaining debate of the whether a video on demand (VOD) platform should follow the advertising or subscription based revenue model. Advertising revenue mode is directly proportional to rating and when it comes to YouTube, its views. It is often very difficult to satisfy both consumer and advertiser at the same time and hence the content and root idea behind it gets compromised.

     

    Subscription based model also has its own drawback, poor online payment infrastructure, lower number of credit or debit card holders are a few of them.

     

    Times Network CEO and MD MK Anand is of the opinion that though subscription model has a lot of positives, India is not yet ready for it. “Consumer behaviour is the biggest challenge besides payment gateway and card penetration. A huge part of digital savvy young population refrains from using card transactions for various reasons and hence at this moment advertisement revenue model is the only option. Going forward, if the number of card holders increase and the consumers behaviour towards e- transactions becomes friendlier then we may see a new revenue model emerging.”

     

    YouTube’s new offering will enable a consumer to either choose the ad free platform or stick to the available one. From content creators’ perspective, Ping Network co-founder Rajeshree Naik asserts, “The new innovation from YouTube will cater to the growing need of sophistication of a consumer. We can take example from the newly launched HD channels, the same content is available on the SD platform too but consumers are paying to get quality content. The innovation will help us satisfy more people with the content we are offering.”

     

    When asked if Ping Network will create fresh content exclusively for the paid platform, Naik adds, “Not at the moment. For now the platform will only provide better and uninterrupted viewing experience to the consumers. But going forward if the platform makes a sustainable impact creating exclusive content can be an option.”

     

    According to the 2014 KPMG report, 12 per cent of the digital ad spend mix is acquired by videos and the spend on digital video has increased by five per cent compared to 2013. When questioned whether the ad free platform from YouTube will impact advertising, Maxus South Asia head of digital Unny Radhakrishnan says, “There will not be any significant impact on advertising immediately. As per the news reports, YouTube has said that advertising will still be their core revenue. The share of consumers who will go for paid subscription will be very small initially. In the long run, this would perhaps lead to more investments and therefore increase in the quality of content and in turn paid subscription. An India roll-out of this is not expected in the near future.”

     

    It remains to be seen if the new initiative from YouTube breaks the mould and creates a new sustainable revenue model, which will satisfy both producers and consumers.

     

  • GroupM wins highest number of awards at Yahoo! Big Chair 2013

    GroupM wins highest number of awards at Yahoo! Big Chair 2013

    MUMBAI: GroupM agencies won the highest number of awards at the Yahoo! Big Chair Awards 2013.

    While GroupM Interaction won the gold for the best use of technology for the Heineken Inner Voice campaign, Maxus India won four awards including three silvers and one bronze. The silvers were won in the following categories: ‘Best content Marketing Award’ for the Mentos Riddle campaign, ‘Best Use of Display’ for Mathrubhumi and ‘Best Use of Mobile Advertising’ for the Tata Sky campaign. MEC Global took home one bronze for the Colgate Mahakumbh Mela activity.

    “We are extremely delighted with the awards we won at the Yahoo! Big Chair 2013. Over the last year the digital teams across the GroupM agencies have been winning an award every other day, a testament to the great work and innovations the teams are churning out for our clients. It is great to end the year with six more awards to add to our tally of 204,” said GroupM Interaction south Asia managing partner Tushar Vyas.

    Added Maxus head of digital Unny Radhakrishnan, “We are happy for the continuing recognition of our work and also that these awards span different verticals in digital as well as a wide range of brands.”

    The GroupM agencies manage the digital and integrated communications mandate for some of the country’s most iconic brands including Vodafone, Google, Star TV, Tata Sky, Nokia, Kellogg’s, Colgate, Aditya Birla Group, Castrol, United Breweries, Pepsico, Uninor, Domino’s Pizza, Britannia and Havell’s to name a few.

  • Perfetti leverages Nimbuzz‘s Chatbuddy for its marketing campaign

    MUMBAI: Cross-platform global communications solution provider Nimbuzz has roped in confectionary manufacturer and marketer Perfetti Van Melle India (PVMI) as the company‘s first client for its mobile-based brand interactive platform Nimbuzz Branded Chatbuddy.

    Under this partnership, Nimbuzz has developed a unique proposition for Perfetti‘s latest marketing campaign “Mentos Batti Jalao” by leveraging its Chatbuddy module.

    Mentos currently has a contest in progress by the name Khooni Kaun Hai? A television commercial consisting of a series of clues is being aired and the viewers are asked to guess the killer‘s identity in order to win a prize.

    Chat Buddy will enable PVMI‘s confectionary brand Mentos to leverage the mobile platform and establish a one-to-one connect with its target audience by directly connecting with 25+ million Nimbuzz users as chat friend.

    Under this initiative, the Chat Buddy will allow Nimbuzz users to install Mentos Batti Jalao Buddy on their mobiles, participate in the contest and solve the murder mystery. The Mentos Batti Jalao Buddy will also release daily hints to unfold the mystery. This Chat Buddy will be visible to all Nimbuzz users across India.

    “With the ever-increasing mobile user base in India, mobile is an important medium for marketers today. With an average time of 55 minutes per session spent by a user, Nimbuzz offers a great platform for us to connect with our target audience on a one-to-one basis,” said Perfetti Van Melle India Director Marketing Nikhil Sharma.

    Nimbuzz head-sales Anubhav Sharma said, “We are thrilled to connect with the excitement of Mentos and we are confident that Khooni Kaun Hai mystery will bring more enthusiasm for our users. We are pleased to work with some great marketing minds from PVMI, Maxus India and certainly, this endeavour will bring a change in the mobile advertising thought process.”

    Maxus South Asia head of digital Unny Radhakrishnan added, “Mobile phones have now become an indispensable consumer touchpoint. Marketers, solution providers and technology partners are discovering newer and innovative ways to interact with consumers instead of interrupting them. Here, Chat buddy enhances the overall communication story delivered in traditional channels by offering consumers real time interaction with brand on their personal handsets.”