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IIPM Alumni & Placements

The Future of Positioning is BTL...

Sanjeev Mishra
NATIONAL HEAD- BTL OPERATIONS, MADISON INDIA PVT. LTD.
Batch 1996-1998

The world of advertising demands a lot of creativity but it is the consistency of this creativity in the long run that separates the best from the rest. Sometimes, some campaigns can produce epic results like the O&M campaign for Vodafone featuring the zoozoos. Mr. Sanjeev Mishra has been a part of two major competitors of O&M – TBWA, for almost three years, and, now with Madison since 2009. He had a knack of participating in activities which is evident when he reminds us that he was the Cultural Secretary at IIPM when they conducted cultural events at Delhi Haat. “I participated in the fest, when Nirvana & Shubha Mudgal performed”. Hailing from eastern India, Mr. Mishra moved to Delhi in 1993 and also went on to become the first person in his batch, to get campus placement through IIPM.“I then joined Solution Digitas and was with them for three years”, he adds. Mr. Mishra’s primary role at Madison Media is to take care of the BTL activities of their clients. As a professional, sales is also a premium expertise which he possesses having spent a lot of years in a sales profile, and has travelled to almost 65 cities.

Speaking on the world of advertising and marketing, Mr. Mishra believes that digital businesses will be the fore runners. “Digital business is growing by 15 per cent, as a result, outdoor keeps growing, and subsequently BTL is growing by 18 per cent. We have clients like Seagram’s, Reliance, Airtel, ITC, and many more”, he adds. Madison Media has undertaken intensive door-to-door campaigns for ITC in about 265 cities, and were rated highly because of the accomplishment. “We also did the promotional campaigns of ITC’s ‘Bingo’ potato chips”, he highlights. Other then the above mentioned names, Madison Media also has clients like Procter & Gamble, General Motors among others. Mr. Mishra feels that the brand equity of Madison Media and its relative positioning among its clients has helped them maintain a competitive advantage in a sector where there is fierce competition with names like O&M, RediffusionDY&R, McCann Eriksson, Percept, Saatchi & Saatchi, Lintas, TBWA etc etc.



“At Madison, we have done campaigns for Fiama Di Wills (ITC) in North & South campuses, in 25 colleges and we had footfalls of over thousand in all of them”, he adds. Mr. Mishra also brings to notice that Madison is the only agency to carry out a promotional campaign in an airport for Chevrolet Cruze (General Motors).

For Mr. Mishra, the challenging part about this industry is the low turn out times. He also reveals that Madison India is parent to 13 different companies like Madison Media, Madison PR, Madison Branding etc, each of which is being taken care divisionally. Because of the intensive work flow, Mr. Mishra works seven days a week.
He is leading a team of 450 people, and his people leadership acumen is crisp and simple but very incisive. “If you take care of people in your team, they will take care of you as well”.

Mr. Mishra feels that very soon, ATL activities will perish and BTL, he feels will grow at an even higher pace.

Getting back to his post graduation times from IIPM, Mr. Mishra fondly remembers the macro economics classes conducted by Prof. Arindam Chaudhuri. He adds, “At IIPM. The faculty was really good, and the bonding levels between the staff and students were excellent”.

To the budding aspirants of today, Mr. Mishra advise that one has to set a goal from day one, and then indulge totally in it, in order to achieve it. He is also passionate about long drives.

Mr. Mishra has his wife Ms. Vandana and son Anubhav in his family. “I love to spend time with my family and we always travel together.” and, whenever Mr. Mishra is heading some activity on a mall in a weekend, they accompany him.

This gets us thinking about the epic dialogue from the legendary Godfather movie, where Don Corleone says to Johnny Fontane, “A man who does not spend time with his family can never be a real man”.
Cult wishes Mr. Mishra to goes far and achieves a legacy much like the Corleone’s, but of course, on a positive note........!!!!!!

 

 

 

 

 

 

 

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