Here come the game-chang­ers of the In­dian Me­dia, Mar­ket­ing and Ad­ver­tis­ing in­dus­try this year – the nom­i­nees for IM­PACT Per­son of the Year

Impact - - FEATURE - BY TEAM IM­PACT (In­puts from Christina Moniz, Sa­marpita Ban­er­jee and Neeta Nair)

Ev­ery year, the IM­PACT Per­son of the Year ti­tle is awarded to a dis­tin­guished per­son from the ad­ver­tis­ing, me­dia and mar­ket­ing in­dus­try, whose phe­nom­e­nal achieve­ments in­clude not only work­ing won­ders for his or her own com­pany or or­gan­i­sa­tion, but also ef­forts that have far-reach­ing im­pact in the in­dus­try on a larger can­vas. The year 2018 holds a sim­i­lar prom­ise, but as we pro­ceed to an­nounce the nom­i­nees for the award this year, the choice be­fore us is even tougher than ear­lier.

As the in­dus­try re­cov­ers from the af­ter-ef­fects of de­mon­e­ti­za­tion and im­po­si­tion of GST, the last-mile ef­forts at con­sol­i­da­tion to grow me­dia rev­enues in com­bi­na­tion with data is ac­tu­ally be­gin­ning to show re­sults. The mo­bile or sec­ond screen is evolv­ing, rapidly fu­elled by over-the-top (OTT) plat­forms and al­ter­na­tive forms of con­tent that are be­ing cre­ated and con­sumed in fast grow­ing vol­umes. In the words of Su­nil Lulla, Group CEO, Balaji Tele­films, “In­di­ans will now en­joy mul­ti­ple con­tent forms in an easy to ac­cess, any­time, any­where ba­sis. The fu­ture is here and upon us.” In the me­dia do­main, the In­dian Premier League (IPL) mov­ing from Sony Pic­tures Net­works In­dia to Star In­dia is be­ing seen as a ma­jor driver of a sharp swing in for­tunes within the broad­cast in­dus­try. Added to it is Star In­dia’s OTT plat­form Hot­star gar­ner­ing huge view­er­ship of over 200 mil­lion dur­ing IPL, demon­strat­ing just how the OTT medium could be scaled up to be­come truly mass and main­line.

Else­where, the hall­mark of Year 2018 is be­ing ac­knowl­edged as the ‘com­ing of age of dig­i­tal as a plat­form’. “Sig­nif­i­cant me­dia bud­gets are now be­ing right­fully aligned to dig­i­tal. It’s no more play money,” says Dheeraj Sinha, MD, In­dia and Chief Strat­egy Of­fi­cer, South Asia of Leo Bur­nett. It’s also the com­ing of age of sev­eral new dig­i­tal busi­ness en­trepreneurs, aided by the rapid rise of In­ter­net con­sump­tion in the coun­try. Mean­while, the In­dian creative in­dus­try is bask­ing in un­prece­dented in­ter­na­tional recog­ni­tion, even as top brand mar­keters push the lim­its of ex­cel­lence and rede­fine the mar­ket­place.

In this back­drop, we present the case for each of our nom­i­nees to win the IM­PACT Per­son of the Year 2018 award. If Naveen Ti­wari, Founder & CEO, InMobi man­aged to get the Ban­ga­lore-based ad tech ma­jor to ar­rive in the Big Boys club of dig­i­tal ad­ver­tis­ing, then Ritesh Agar­wal, Founder, Oyo Rooms, a 24-year-old col­lege dropout, was able to build a $5 bil­lion busi­ness and leg­endary ad­men Piyush Pandey, Ex­ec­u­tive Chair­man and Creative Di­rec­tor, Ogilvy South Asia and his brother, Pra­soon Pandey, Founder of Cor­coise Films, did the coun­try proud by be­com­ing the first Asians to be awarded the pres­ti­gious Lion of Saint Mark at the Cannes Lions In­ter­na­tional Fes­ti­val of Creativ­ity this year. If Ra­jan Anan­dan, Vice Pres­i­dent, Google, South East Asia and In­dia , has dou­bled the com­pany’s In­dia busi­ness from what it was in 2013-14, driv­ing for­ward In­dia’s In­ter­net con­sump­tion over­all in the process, then San­jiv Me­hta, Chair­man, HUL, Na­dia Chauhan, Joint Manag­ing Di­rec­tor and CMO, Parle

Agro and Deepak Iyer, Manag­ing Di­rec­tor, Mondelez In­ter­na­tional, In­dia are tak­ing the FMCG gi­ants to newer heights. If San­jay Gupta, Manag­ing Di­rec­tor,

Star In­dia pulled off the unimag­in­able with the In­dian Premier League and suc­cess of Hot­star, then Sri­har­sha Ma­jety, Rahul Jai­mini and Nan­dan Reddy, co-founders of Swiggy, be­came one of the fastest en­trants into the bil­lion dol­lar club of start-ups. Each of them more de­serv­ing than the other, the ques­tion is, who will be­come the IM­PACT Per­son of the Year 2018? Read on to know more about these su­per-achiev­ers. [The pro­files are placed in no par­tic­u­lar or­der]

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