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Ad land’s Young Guns: Karan Maulick, Isobar India

A post-graduate in advertising and marketing management, Karan Maulick, Senior Manager - Social Media, Isobar India, started his digital career with Interactive Avenues - IPG Mediabrands. In his almost four years in the digital industry, he has worked with some of the major brands like Micromax, Coca-Cola, YU Mobiles, DishTV, Durex and Hero Homes. After a successful run at Interactive Avenues, in December 2016, he switched to Isobar for bigger opportunities and has played a key role as Senior Manager – Social Media by proving his mettle and being a key contributor for brands like adidas, Reebok, Apple, Bira 91, Honda, Huawei, MakeMyTrip, National Geographic, Sony, GROHE, JetPrivilege and Aircel. 

Being a movie aficionado, before his stint started with the digital industry, Maulick had also worked with Balaji Motion Pictures as a marketing professional and played an important role in marketing the movie ‘Ek Villain’. 

How did you get into the role you are serving?
While I was working with Balaji Motion Pictures, I was exposed to digital and social media. Post that, I started my professional career with Interactive Avenues - IPG Mediabrands. Thankfully, in the initial years itself, I worked with some of the major brands across sectors, like Micromax, Coca-Cola, YU Mobiles, DishTV and Durex. After a successful run at Interactive Avenues, in December 2016, I switched to Isobar as an Assistant Manager. 

Today, I handle multiple brands like Kia Motors, Royal Enfield, and British Council. 

What particular skill sets do you think you bring to the table?
Multi-tasking is the skill-set that we all keep practicingevery day, while some people crumble under pressure. Passion, determination, ownership, and benchmarking my own work helps me go the extra mile, every single day! With a technological bent of mind, I like to explore new formats, thereby trying to make the user experience interesting and seamless. Also, I feel I have a strong relationshipwith my clients, which gives me a fair understanding of what they want, what the brand needs and how the consumer will react to our communication. I feel it’s necessary to work in-sync with the client and not just work for them. 

How did Isobar come about?
In the second half of 2016, Isobar was gaining momentum with some amazing campaigns and new business wins which attracted me to apply. In the advertising industry, Isobar is famous for using new technological advancements in their campaigns, which made me curious to explore the opportunity. So far, the journey has been smooth and the people I’ve met here are awesome too. 

Icons in this field you look up to and how they have influenced you and your work?
David Droga – He is bold, witty and speaks his heart out. I respect his thought process, his distinct way to approach things and him being daring every time, almost! He has inspired me to think as to ‘what’s the right thing to do for the brand’. And, even if you don’t know how to achieve the task, it’s still okay as one can figure it out, if you know what you want. 

David Beebe – He is the master of branded content and I admire his strategy and concept of ‘value first’. I totally agree with his theory of “We’re all media Co’s as we all consume, curate and create content on the go”. So now, whenever we think of an idea or any content, we try to ask answers to the question – how will it help my target audience? And, if we find an answer, we proceed further. 

What are the five most productive things that you do in your everyday routine?
My journey to my workplace is about 40 km and I use it as my “me” time by listening to music and/or thinking of some new ideas and/or trying to find perspective on things in general. 

Then, I prepare a checklist of ‘things to do’ and aim to complete it by the end of the day. 

Catch up on the latest trends in social, digital or on the technological front. 

I believe that family and friends will stay with you no matter what, and one should take out time for them. I try to stay connected with the people I like via a text or a call. 

Once I am home, either I spend some time with my niece or play FIFA. 

Do you think a career in this field is a viable one in the long term?
Yes, I do! If you’re hungry enough and have the zeal to be in the ‘big league’ one day, then definitely advertising is your ring. But, you need to be adaptive as the industry is dynamically changing and one should be able to identify and accept the changes. 

What does it take to succeed in a career?
One should understand that success will come with time. Hard work, perseverance, sacrifice and willingness to learn something new will help you go the distance. 

What would be your advice to youngsters planning to enter this industry?
Winners don’t make excuses!

Strive hard to outshine yourself at whatever you do. Be ‘demotional’ – emotional and detached. Be emotional towards the work you do, but also, don’t cling on to the ideas or the clients, rather move to something new, try that domain and take better decisions at work. 

Where do you see yourself in five years’ time?
I would like to see myself healthier, richer, and more awesome at whatever I do. I hope that by then, I change my signature to an autograph. 

I plan to grow with a company where I can continue to learn and contribute as much value as possible. Hopefully, I get a chance to train people, manage a team and be a good leader in the future. 

Is there any organisation that you would like to work with in the future?
For me, ‘the nature of work’ plays a critical role in deciding the organisation or the agency. But, if given an opportunity, I would like to work at Droga5 and/or at Yash Raj Films.


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