Every now and then, every established individual asks himself how life could have been different, only if... And every time, the very thought of a “different” present makes him realise how, actually, the Rubik’s cube appears more uniform today, than it ever did. The story of Sudipto Roy is no different. He once dreamt of climbing up the ladder in the world of journalism, but destiny would rather have him enter the world of media planning. Today, as the GM of Fulcrum division of Mindshare (and the Principal Partner – Client Leadership at Mindshare), he finds himself handling the biggest advertising account for his company – that of HUL. He still loves literature, but the numbers keep him glued to work. And glad he is, for it’s not everyday that you come across someone who has the good fortune to chart out media plans for one of India’s largest FMCG companies’ (HUL) 40 smash-hit brands.
So how does the world look from 20,000 feet above sea-level? Actually, we realised that his boots are firmly glued to the ground. He gives due credit to the brands that HUL has nurtured till date, and believes that his team has only done justice to his client’s expectations. Says Roy, “When you handle a client of this size, you get lulled by the scale of the business. So it gives you the confidence to deliver the goods.”
Roy is no stranger to tall brands. He has handled accounts like Tata Tea and Maruti in the past. But before he moved to Mindshare, it was all about dabbling with many things at a time. With HUL the situation changed. With a one-client focussed approach, he redefined creativity and made the right decisions on the use of media vehicles. From leveraging a phenomenon like ‘Jatra’ in Bengal and Maharashtra to reach out to 4-5 lakh people at once (through travelling talkies), to successfully conducting the first AFP (Advertising Funded Program) on DD National (the Wheel Smart Shrimati game show), Roy has been lucky almost every time. But the great results as he claims have come about due to the “research that precedes the investment, and a focus on strategy, creativity & creative platforms...” Having recently won accolades like Agency of the Year Award, medals in ABBYs, Digital Agency Award from Campaign India, Best Media Operation in the world title, another Digital Media Award for ‘Axe’ et al, Roy’s team has proven why focussing on competitiveness pays more than just the dollars.
His work keeps him busy, but he has no regrets, for whatever time he can spare, he spends it with his family, particularly his two daughters. And though Roy would have loved to yield the journalistic pen today, he seems to have found a liking to what destiny had in store for him.
So how does the world look from 20,000 feet above sea-level? Actually, we realised that his boots are firmly glued to the ground. He gives due credit to the brands that HUL has nurtured till date, and believes that his team has only done justice to his client’s expectations. Says Roy, “When you handle a client of this size, you get lulled by the scale of the business. So it gives you the confidence to deliver the goods.”
Roy is no stranger to tall brands. He has handled accounts like Tata Tea and Maruti in the past. But before he moved to Mindshare, it was all about dabbling with many things at a time. With HUL the situation changed. With a one-client focussed approach, he redefined creativity and made the right decisions on the use of media vehicles. From leveraging a phenomenon like ‘Jatra’ in Bengal and Maharashtra to reach out to 4-5 lakh people at once (through travelling talkies), to successfully conducting the first AFP (Advertising Funded Program) on DD National (the Wheel Smart Shrimati game show), Roy has been lucky almost every time. But the great results as he claims have come about due to the “research that precedes the investment, and a focus on strategy, creativity & creative platforms...” Having recently won accolades like Agency of the Year Award, medals in ABBYs, Digital Agency Award from Campaign India, Best Media Operation in the world title, another Digital Media Award for ‘Axe’ et al, Roy’s team has proven why focussing on competitiveness pays more than just the dollars.
His work keeps him busy, but he has no regrets, for whatever time he can spare, he spends it with his family, particularly his two daughters. And though Roy would have loved to yield the journalistic pen today, he seems to have found a liking to what destiny had in store for him.
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