Ad Land’s Young Guns: Milan Modi, Madison World

Milan Modi, currently working as an Account Director (Digital) at Madison World, has six years of vast experience in the field of marketing. He has worked with several brands such as Pidilite (Fevicol, Fevikwik, Dr. Fixit, etc.), Raymonds (Kamasutra, Park Avenue), Crompton, McDonald’s, Balaji Wafers, Cipla Health (Nicotex, Prolyte, Cofsils, Ciphands), etc., in the course of his career.

A great believer of team spirit, Modi recommends to every individual and young marketer out there to be curious about the work as it is evolving every day and digital marketing brings up many opportunities, where one can choose their forte and be the best version of themselves.

Find out from Milan Modi about the challenges that marketers need to face to grab the attention of consumers in a short span, how to shape one’s path towards success and a lot more.

What particular skill sets do you think you bring to the table?

I come with a rich experience of Data Analytics, Marketing & Digital Marketing. Coming from an engineering background, I have always liked numbers, and my MBA in marketing helped me marry numbers with consumer insights. I come with a healthy blend of Media Planning, Strategy and Media Execution. People skills is something which I have learnt in my B-school and applied as I grew up the ladder. Today, we are what we are because of our team, and I ensure that the team is always charged up to learn more and grow. I understand the brand problem, strategise, plan and help them solve digitally, making sure that the learnings are feedback in the loop.

How did you join your current organisation?

I had an old friend who was working with Madison World. I had heard very good things about the company from him – about its culture, ethics, freedom at work and support from the top management. I sent him my CV and got a call from the HR. There were two rounds of interview – one was a technical one and one was more on how I have helped brands overcome their challenges on the performance marketing side. Both the rounds went well, and I was given the offer.

Icons in this field you look up to and how they have influenced you and your work?

There are many people whom I look up to at work. Sam Balsara – a veteran in the industry is someone whom I admire. We have a lot of discussions on strategic thinking with Vikram Sakhuja. We have learnt a lot from him as he shares his immense learnings on a variety of brands and sectors. Our CDO, Vishal Chinchankar, has a very dynamic personality, and is always energetic and a fearless individual. He is someone who trusts you and gives you complete freedom at work. He is a very approachable person and modest human being. Vandana Ramkrishna, our COO, comes with a vast experience of working for brands in numerous categories. She teaches us the art of story boarding. Kosal Malladi and Chintan Soni are magicians on the floor, who have solutions to all the problems and are available for you any time.

What are the five most productive things that you do in your everyday routine?

• Get up early
• Go for a jog
• Maintain a tracker sheet for daily tasks
• Read about latest industry trends
• Sign off from work post office hours

Do you think a career in this field is a viable one in the long term?

Digital marketing is one of the most promising careers of the decade. The advent of Jio, cheaper data prices, consolidation of the telecom industry, availability of low cost smartphones, apps for making life easier – all these factors have led to rise in smartphone and Internet usage in India.

With COVID-19 hitting the world, people have realised the importance of Digital, even if it is in its smallest form. Right from having a company website, to conducting annual meetings on calls, to teaching video conferencing to adults – everywhere, digital importance has grown. With more users coming in, the sector is only about to grow and create jobs for skilled workforce. It certainly has a very long future, in India and abroad.

What does it take to succeed in this career?

Success obviously will have different definition for different individuals. Being up-to-date with the latest trends, learning from the industry leaders, thinking out of the box, breaking the clutter, gaining user attention on mobile, putting consumer first, making a product/ service which will make the lives of people easier – these are some of the things which will automatically make you think in the direction of problem solving, which eventually can make your successful.

In the end, it’s the ‘Eat, Work, Sleep, Repeat’ mantra which works very well for Digital Marketing.

What would be your advice to youngsters planning to enter this industry?

Keep the curiosity up, as the field is ever evolving. Every day, we see a new solution to the same problem, so we can never let curiosity die.

In Digital and in Marketing, it’s all about understanding what the consumer wants, and how can we deliver that to him. It can be providing him answers to his questions with the help of Google search, or pushing an App Notification at 9 pm, as he will be hungry – things have to be consumer centric.

For young and dynamic individuals, I would recommend to keep up the eagerness to learn new things, master the art of Digital marketing, build your forte in one topic and then move to the next. The field is vast and has something for each interest. There are people who like creating memorable ads, and then there are those who like to strategise, there are people who like to build a career in client servicing. The opportunity is immense.

Where do you see yourself in five years’ time?

The field itself is so dynamic that it is difficult to predict. I cannot say for certainty where we will be 5 years from now, but I would like to evolve with the category and learn new things to keep myself up-to-date.

Is there any organisation that you would like to work with in the future?

I am currently enjoying the work, and will continue to work in a company which provides freedom to think, strategise and execute.