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Ad land’s Young Guns: K Praveen Kumar, Laqshya Media

K Praveen Kumar, Senior Manager, Laqshya Media, is resourceful and persistent when it comes to chasing and acquiring new clients. At the same time, he makes the extra effort to remain in continuous contact with existing clients to remain on top of their minds. 

Kumar has honed his skills in sales in the eight years of his career, during which he has worked with Noel Media, GNT Media (Wedding Vows), before joining his current stint with Laqshya Media. 

Kumar’s areas of expertise include, Print, Ambient and Out of Home media space selling. 

What does it takes to climb up the ladder in advertising? Here’s K Praveen Kumar in his own words... 

How did you get into the role that you are serving?
I was interested in the advertising industry and thus, began my career in the print and ambient space. I have always looked forward to experimenting and challenging roles in the advertising industry and in the hunt of an interesting role and a better change, I stumbled onto the OOH sector, which seemed to be a great option to add my experience. Laqshya served a platform to me with loads of new excitement, opportunities and learnings. 

What particular skill sets do you think you bring to the table?
I always keep myself abreast with what is happening in the advertising sector; it helps in adding new clients. I believe in building a continuous rapport with existing clients for repeat business and referrals. Been into sales, I am pretty good with negotiations and closures, which helps our company to reach its targets. 

One campaign that you have worked on that you are particularly proud of? Please take us through the making of the campaign.
There have been many campaigns that I have worked on in the course of my career, but the campaign for Big Bazaar is not only memorable, it is also a moment of pride. While surfing through the newspaper, I read that Big Bazaar was spending Rs 100 crore on their advertising campaign. Wanting to seize this opportunity, I contacted the brand manager of Big Bazaar, but to my dismay they were not interested in outdoor campaigns in Chennai. Without losing any hope, I kept in touch with the brand manager and kept pushing the benefits of having an outdoor campaign. After continuous follow-ups, we received a positive response and we executed the first Big Bazaar campaign in Chennai. 

Icons in advertising you look up to and how they have influenced you and your work?
I take Mr Piyush Pandey as my icon in the advertising world. He has given a unique and creative platform to our advertising industry and I would like to be celebrated like him for the contributions to the sector. I have read all the information on him and his work and strive to learn new things every day. 

What are the five most productive things that you do in your everyday routine?
I am very particular about my daily schedule and hence, plan it accordingly to try and optimise the time that I have. The five most productive things that I follow in my every day routine to stay updated are: 

  • I follow the newspapers, television and other digital mediums as it helps me to identify new opportunities
  • I always make a to-do list to make sure I utilise my time in an effective manner
  • I stay in touch with all the existing clients to make sure I remain in their top-of-mind recall
  • I make sure I follow up for prospective meetings

Do you think a career in digital advertising is a viable one in the long term?
Yes, I think digital is a great platform as everything is moving towards the digital space. Majority of the consumers spend most of their time surfing through social media, making digital advertising the easiest way to market. As the user percentage is going up on a daily basis, it is clearly the most preferred advertising medium. 

What does it take to succeed in a career like yours?
A career in sales is directly proportional to numbers. It is important to think out of the box and be proactive, and most importantly, to reach out to clients before the competition does! 

What would be your advice to youngsters planning to enter this industry?
Outdoor industry is a great platform to explore as a career opportunity as it is filled with competition, excitement, failure and success. Everything in life teaches a lesson and trains us for the next level. As an individual, you must be prepared to face all that comes your way and make it a learning experience. 

Where do you see yourself in five years’ time?
I firmly believe that working on the ground level helps us gain maximum experience and knowledge. By utilising all the experience that I have gained, I see myself heading a team that would be called the best in terms of productivity. 

Is there any agency/ organisation that you would like to work with in the future?
Honestly, there is no particular agency that I am looking for. To further my learning, I would like to be with an organisation that offers the best of opportunities, challenges and supports my aspirations.

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