Educational Experience
I've done my philosophy honours from Mithibai College, Mumbai and thereafter I did a media course from the same college.

Professional Experience
I started my career at the age of 17 as a trainee with well known TV personality Siddhartha Kak. After that I was an assistant on a show called Zee Premiere Show. Later, I also directed the show.

Once I gathered some experience I set up my own production company called Sainet Communications. We were producing software for Zee TV. We produced 52 episodes of Zee Talkies. It won the best show award at the RAPA (Radio and TV advertisers practitioners association of India) awards a few years back.

While I was working on these shows I worked on Weekend Cinema which aired on Zee Cinema. This was Zee's in-house show and directed the show for them as a freelancer.

Amidst all this I also tried my hand at PR. I handled the PR for Arjun Sablok's directorial debut movie Na Tum Jaano Na Hum and also handled his personal PR.

Prior to my stint with television as a producer I provided creative input for a show called The Kiran Juneja Show. I was also the audience coordinator for the same.

Currently I'm the creative producer for a show called Bollywood Tonight which our company Applause Entertainment produces for Zee Cinema. We compile the best stories of this show and air it on a show called Bollywood Gupshup on Zee TV.

Job Profile
As a creative producer I have to see to it that we produce a good show both in content and looks. So the entire look of the show is my responsibility.

Television as career choice
I had not thought about getting into this field so it was not a deliberate move on my part. My dad has been associated with the media for a long time now and so it was a very natural move on my part to get into this field.

Current Television scenario
There was a phase when there was a boom in the television market and then after a while there was the same regular stuff, then again there was a boom. So the industry has been very unpredictable with ups and downs.

It has been noticed that if a particular soap or programme gains popularity among the viewers, 10 other soaps of the same genre will be on air within no time. For example when family dramas gained popularity, so many others came up with the same. And it has also been noticed that sequels seldom work.

Everyone wants to work on and around an already successful formula. No one is breaking away from the mould that is already there. The industry is in need for some good television software. Five years from now
My dream is to make a film one day. What I am currently doing is just a stepping stone to that ultimate goal. So hopefully five years from now I should be starting my own movie.

Hobbies
I am a total music freak. I love all kinds of music whether it is English or Hindi. I'm not into rock or metallic stuff but am more of a soft music lover.

I love to read also but I don't get enough time to do so. I'm not a voracious reader but if and when I do find time, I read books on philosophy rather than the regular fiction novels.

I also love dancing and have learnt Bharat Natyam and Kathak. I am also a movie buff. I love watching all kinds of cinema but not necessarily Indian cinema.

Idea of enjoyment
I am basically a person who enjoys going out for a meal with friends. I am not the partying kind. I have been to a disco twice in my life and have absolutely hated the experience.

I am more of the kind who would love to go out on drives or a walk on the beach. My sense of enjoyment is something very subtle and quiet.

Educational Experience
B Com (Honours) - Shri Shikshayatan College, Calcutta

Major in accountancy - Calcutta University

Higher Systems Management - NIIT

Post graduate diploma in business management - Management and Technological Institute of India

Post graduate diploma in travel and tourism management - Institute of Modern Management (I.M.M.)

Professional Experience
I've been with MEL since January 2001 as the general manager. May 2000 - January 2001
I was an assistant manager (training), at Pentasoft Technologies in their western regional office in Mumbai for eight months. I was involved in formulating and implementing marketing strategies for this geographical area in order to develop the market for the career opportunities offered by the company.

November 1999 - March 2000
With Aptech Ltd (Asset International's Regional Head office at Calcutta) I was an assistant manager (marketing) for the eastern region. I was responsible for making Asset's services the preferred choice of all target segments, focusing mainly on corporate houses, costing and budgeting of corporate training programs at the local as well as at the national levels.

January 1998-November 1999
I was a senior developer relations executive at Advanced Technology Labs in Kolkata. I was responsible for formulating and implementing marketing and sales strategies to achieve group targets. I also looked after event management, seminars, market promotion for brand building and adopting promotional strategies. We also held workshops through appropriate presentations and discussions by experts.

January1996 - July 1997
I was the marketing coordinator and education counsellor at Australia Connections. With the advent of the Indian government's open market policies Australia Connections, for the first time in India, in alliance with the Australian Tourism Commission ventured on to project Australia as a tourist destination for affluent Indian travellers.

Moreover, Holmes College in Melbourne, tied up with Australia Connections to initiate the smooth passage of Indian students to Australia for higher education.

I was in charge of counselling, formulating and implementing marketing strategies for the eastern region. Interacting with the media, publicity and advertising establishments to effectively sell Project Australia was part of my responsibility.

I also conducted and organised travel shows and seminars. My administrative duties comprised MIS reports, collection and management of databases, preparing various reports on a daily/weekly basis, handling student/tourist grievances, building relations and sorting out problem areas.

Job Profile
I have been with MEL since January 2001 and have been given independent responsibility of heading a team of counselors, faculty, marketing and placement executives. I also interact with the students and provide guidance to them in the field of the IT industry.

I am the driving force for targets and deadlines to be met, for maintaining high motivation levels among the center managers, faculty and staff. I do this by delegating work assignments and keeping a close track of the day to day progress.

I also interact with the media, publicity and advertising establishments to formulate effective strategies to get maximum mileage in creating awareness among the student and professional community about our institution.

Keeping full information of competition and market trends and introducing more courses related to the demands of the IT industry is a part of my job profile. I also strategise policies, policy development, promotion and coordination with franchisees.

I look after the costing and budgeting of corporate training programmes at the local as well as at the national levels.

Marketing as career choice
It was the obvious choice as I had completed a diploma in business management specialising in marketing.

I think I made the right choice as it certainly is a challenging field with achievements flowing, once the right kind of effort is put in; and thus providing the motivation to perform better with each assignment.

Right and wrong about current marketing scenario
The problem lies with over-promising to customers/clients due to their high expectations, which is the direct result of a highly competitive market. This competition may be due to high performance as well as the co-existence of a parallel illegitimate market.

These promises and commitments made by marketing professionals become impossible to fulfill hence causing fear and deception for this profession in the minds of the common people, which then forms a vicious circle.

Hence, with my experience, over the years I have found that it is best to work with an organisation whose product you believe in and thus marketing becomes a pleasure and achievements in the field become a practice, because fulfilling promises and commitments is the key to success.

Five years from now
Five years from now I see myself running my own "successful" business with me being the BOSS. With all the years of experience that one gathers, it would be an obvious choice for anybody who has the right proportion of self-confidence plus the belief.

Hobbies
My hobbies include reading which I love passionately but hardly get the time to do!

Also love swimming, horse-riding and basketball, which have been the activities that I have been associated with since my school days. Now, I take pleasure in seeing my little daughter excelling in them.

Idea of enjoyment
Long drives, eating out, hours of solitude to do all the reading I wish to and spending quality time with my daughter, Ankita.

Name: Manish Gupta

Designation: Head of Sales & Marketing, Agrani Wireless Services Ltd. (AWSL)

Sun Sign: Scorpio

Educational Experience
Schooling from St. Mary's Academy - Meerut.

Graduation from Meerut College - Meerut.

Management from BIT Mesra.

Professional Experience
In the 15+ years of my professional career, I've been on the receiving end most of the time. Yes, you guessed it right. I have been in Sales selling different products and services with some sanity coming from marketing and business development functions.

I too, have had my moments of glory when I was marketing Zee TV in UK and Europe. That assignment gave me tremendous international experience and exposure and lots of fun travelling all over Europe.

For the past 5 years or so, I've been associated with the so called new age rage called convergence (a combination of IT, broadband and telecom).

My career so far has been a mixed bags winging between great heights and some depressing lows. All in all I would say God has been kind to me and life has treated me well.

Job Profile
AWSL would be soon launching "Digital Wireless Communication" services in India. The project would offer various modes of wireless voice & data communication bundled into one "Product and Service" offering.

As head of sales and marketing, I would be responsible for sales & marketing functions for the proposed service. Currently I am involved in project development activities and Analog Radio Trunking operations.

Marketing as career choice
Developing marketing strategies and working out different tactics hones one's analytical skills, which goes a long way in developing ability to handle milts functional activities. Having good analytical skills is like having a robust and open architecture integration engine, which enables one to integrate with and master various skills.

The other important thing, which a combination of sales and marketing does for you is - develop the right attitude. And not just towards clients and customers. Having or developing the right attitude in life can provide success and happiness not only in your professional career but in all spheres. Be it professional life, relationships or outlook towards the society at large. Most importantly, the right attitude helps one to become a good and genuine human being.

Current Marketing scenario Marketing today has gathered a huge momentum the world over. More and more businesses are realizing the worth and potential of this tool for developing their business by leaps and bounds.

Gone are the days when closely held family businesses relied upon word-of-mouth publicity and loyal patronage. With competition getting more and more intense by the day, even the most loyal patrons are lured away by competition through a combination of price and attractive offering.

Right and wrong about current marketing scenario
The market today is witnessing some very conservative businesses coming out to adopt an aggressive marketing approach. Even small businesses allocate a substantial part of their budget to marketing activities. And the new age entrepreneur is all too aware of the effectiveness of this tool to not have a marketing plan in place.

The success of many products / services predominantly because of innovative and effective marketing strategies has also given rise to a new trend - proprietary businesses and individuals promoting their wares through a well thought out marketing plan similar in approach to that of a corporate. There is no question about it - marketing along with sound financial planning is the most important combination to determine the success of any business.

There is a flip side too. One of the negative bi-products of marketing is hype. Sometimes unrealistic, larger than life hype can be very dangerous to the overall success of a business. The other is unethical behaviour by certain players in the market. This is most evident in advertising campaigns. Though the overall standard of advertising has gone up appreciably, particularly in the third worlds countries like India but sometimes the competitiveness goes overboard. Certain campaigns witnessed are definitely in bad taste and can be clearly classified as below the belt.

Ambush marketing and advertising is another malady of the new age aggressive marketing approach. Though the actual advertisers may have a different perspective, the fact remains that actual product / service is hid behind a practically see through veil and the viewer is sufficiently discerning to realize this. Nobody is fooled except perhaps the ones who first impose such flimsy censorship and then choose to look the other way.

Putting an innovative, effective and cost efficient marketing plan is dependent on a large number of factors, which need to be analyzed in great detail. One needs to get to the nuts and bolts of each aspect to be able to put together a successful plan and hence it is inappropriate to theorize or hypothesize on a generic approach.

However, at the risk of being incorrect, I would say that a marketing plan in many ways is like a cricket one day innings - well paced - definitely aggressive in the beginning and sustaining during the middle overs. The end overs will depend on how the innings has unfolded in the previous overs.

To curb the malpractice associated with marketing / advertising, regulatory authorities are the ones who can play a predominant role by imposing practical and workable censorship. The advertisers and media planners should also take a conscious call. Many a times, despite being aggressive and innovative, marketing plans have failed to make an impact on the overall success of the business.

Marketing gurus are bound to have different perspectives about what is good or not so good, what will be successful or not so successful. The viewpoint presented over here is completely personal and merely a reflection on the current global marketing scenario. The success or failure in most occasions cannot be correctly hypothesized. In the end, it is in the hands of two factors - God almighty and Public.

Five years from now
Make loads of money. Get to the top. Take a break. Go on a one year round the world trip. Come back and hit the deck running.

Hobbies

Travelling - My ultimate dream is to be able to travel and see every nook and corner (figuratively) of the world. Playing & watching cricket - I could actually miss an important family function for a game of cricket.

Idea of enjoyment
Food, friends and a cricket match.

Name: Rajit Desai

Designation: Brand Manager - SET India

Sun Sign: Aquarius, 3 February 1975

Educational Experience
Masters in Management Studies (NMIMS, 1997)

B.Sc. - Stats (St. Xavier's College, Ahmedabad 1995)

Professional Experience
Total six years - I've been working with Sony Entertainment Television since the last three years. Prior to that I was with Hindustan Thompson Associates , Mumbai for three years.

Job Profile
Responsible for driving viewership for a portfolio of programmes and driving advertiser initiatives (contests, fillers, value-adds) on the channel.

Television as career choice
I believe television is a highly dynamic industry, and poised for explosive growth in the future. I don't think any other industry offers as challenging opportunities as television today.

Current Television scenario: A lot will depend on how the roll-out of CAS happens. Like in any industry, only two-three major general entertainment players will survive. The others shall have to look for niches. Even niche channels that provide cutting edge content in their area of specialization will thrive - provided that niche is desirable from an advertiser's point of view.

Right and wrong about current television scenario
The industry is still evolving, and it is a great time for a newcomer to step in. The evolution is truly a professional one, and that may take time. The good thing is that there are people in it who can make it happen.

Five years from now
I believe in living for the present. Not to dream too much.

Hobbies
Quizzing, Cricket, Football, Movies.

Idea of enjoyment
A high intensity cricket / football match spent over galloons of beer, with my fianc?e and friends for company.

Name: Akash Oberoi

Designation: Associate Executive Producer - Mukta Arts

Sun Sign: Capricorn, 8th Jan. 1967

Educational Experience
B.Sc. (Mathematics).

Professional Experience
I've been in this industry since the last 12 years lapping up all kinds of experiences. Presently I'm an Associate Executive Producer cum Creative Director at Mukta Arts, handling their division AD-9 where in we procure and execute advertising films, music videos and TV shows under the banner of Mukta Arts.

I have successfully executed 10 shows for Sony TV called 'The Making of a Dream.' It was a film show where Subhash Ghai chatted with different stars like Dilip Kumar, Rishi Kapoor, Jackie Shroff and others. The show was anchored by Archana Puran Singh.

I have also worked on music videos like Tango for Virgin Records which was choreographed by Saroj Khan. Am also handling the promos, trailors, titles, advertising and promotions of the film Ek Aur Ek Gyarah (A Mukta Arts production directed by David Dhawan).

Prior to that I was a Senior Producer with TMG TELEVISION in Bangalore (Feb. 2000 to March 2002). The channel produced technology based shows connected with the Internet and the IT Industry. I produced and directed a show called Caf? 2001. This chat show pertained to how the Internet industry is bringing about a change in our lives. The chat show discussed different web sites, Internet news, shopping on the net, etc. I have to my credit the successful completion of 400 shows of Caf? 2001.

I have also hosted shows like Digital Domain where an important personality was featured who talked about entertainment and technology relevantly showing his work. Then there was this show called Dot Com In My Life. This show featured people on the streets, in a caf? or a cyber caf? asking them questions as to how the Internet industry had brought about a change in their lives.

Zindagi Online was another show which centered around specific Websites and the kind of services it provided to the users. The website could be on Food, Movies, Astrology, Careers etc. Net Pow Wow was a show in which the anchor created a debate on a particular topic regarding the Internet. It was conducted for groups of youngsters between 16-25 years of age in college campuses or in cafes.

E Samvaad was a show in Hindi which I did for D.D.Bharti where we spoke about how the Internet is changing our daily life.

I was with Crest Communications in Mumbai as a Executive Producer cum Consultant (1998 - 1999). My job responsibilities involved the supervision and execution of film commercials, keeping abreast with the developments in the Ad film industry and gaining wide exposure to various aspects of production and post production. I have worked on some prestigious ad films like Atlas Cycles and Good Year Tyres.

Lock Stock and Barrel Films saw me as an Associate Producer and Assistant Director from 1994-1997. My job responsibilities included all producer related functions like preparing budgets for films and coordinating between clients and the creative department.

Some of the commercials produced comprise DSP Whisky, Maruti Suzuki, Hero Honda Sleek, Stayfree Sanitary Napkins, Archies Cards etc.

From 1991-1993 I was a Production Designer with Flicks - The Motion Picture Company in Mumbai. I was responsible for handling pre and post production work for Ad Film commercials. I assisted the film director in the shooting of these commercials. I was involved in designing the sets, studio bookings, coordinating with the agency/client, coordinating post production tasks such as editing, music etc. Some of the commercials produced include Yamaha RX 100, Modi Tyres, Jiyajee Suitings, Honda Gensets, Hero Puch Moped etc.

I started my stint in this industry as a Production Executive in Cinematix Ad Film Company (1989-1990) in Mumbai. My job responsibilities included handling pre-production for Ad Film commercials and producing commercials for local and international markets like Berger Paints, VIP Suitcases, Dettol soaps, Bajaj Scooters.

Television as career choice
Media and television is what excites me and being a creative person I could not think of any other media to let it out.

Current Television scenario
We are doing well and the shows on Television are now more interactive as the quality of our shows and our budgets have increased. I see a bright future.

Five years from now
I see myself heading a channel or a production house as a creative head. I have a very wide experience in this field (12 years!!!) and I feel five years from now I will be ready to take on any challenge that I am offered.

Hobbies
Watching movies, hiking and watching TV.

Idea of enjoyment
Filmmaking and playing with my dog.

Name: Vinay Kanchan

Designation: Client Servicing Director - Everest

Sun Sign: Taurus

Educational Experience
M.M.S. from NMIMS.

B.E. (Electronics) from Mumbai University.

Professional Experience
Lintas (June 1995- Jan 1999);[Accounts] Joined as management trainee in June 1995 and left as Account Manager in Jan 1999.

Mudra (Feb. 1999- May 2001); [Accounts] Joined as Associate Account Director in Feb 1999 and left as Account Director in May 2001.

Everest (June 2001- present day); Client Servicing Director.

Job Profile
As a Client Servicing Director, I'm in charge of navigating the brand through the troubled waters called the Indian market during the course of which I get to crack wise puns about being 'all at sea' etc. etc.

Advertising as career choice
After exposure to red kryptonite drained me of my super powers, there remained no other fulfilling noble purpose in life, save trying to manipulate peoples opinions and getting them to buy brands that they did not need. It was just my way of getting back at nature. Hence advertising.

Current advertising scenario
Improving. There seems a genuine shift towards a more creative approach at involving the consumer. Traditional heavyweights that used to think that there was no bigger idea than the big budget are actually now doing great work. On the whole Indian advertising is coming of age.

Right and wrong about current advertising scenario
What is wrong - well the overuse of research and the lack of application of common sense, as Ogilvy once wisely said most people use research as a drunkard uses a lamp post , 'for a crutch and not for illumination.'

The steps I would take to change that? Well.... hire a commando squad to take out all the research agencies, but seriously... just try and incorporate a more common sensical approach to advertising wherever and with whoever I work.

What is right - the lack of formality, things like everyone calling even the senior most people by their first name. A trend that manifests itself in most other industries now but I feel was first started by advertising.

Five years from now
Firstly far away from the computer from where I am filing in my replies. But seriously I don't know. I believe in taking one day at a time.

Hobbies
I love playing and watching Soccer, and generally getting my kicks, following sport of any kind, writing and doodling.

Idea of enjoyment
Definitely not filling in a questionnaire. Playing soccer, chilling out with friends and family, watching an idea that I have worked on getting through, watching an expense voucher being passed without too many questions.