Dish TV ropes in Tata DoCoMo's Sandeep Bajpai as VP - Marketing

Dish TV has named Sandeep Bajpai as its new VP, Marketing. He was earlier the Head – Communication & Experience, Tata DoCoMo in India. He brings along with him a vast and valuable 14 years of experience in Brand development, Strategic Marketing, Consumer reach and Analytics in Telecom & Retail space.

This move is a testimony to the vision and commitment of Dish TV to bring in the best talent from the industry at the helm to build a strong organisation and steer Dish TV through the next phase of growth by capitalising the immense opportunities in this environment. Bajpai, will focus on consolidating Dish TV’s strong presence in the market, while strengthening the organisational capabilities within Dish TV.

Sandeep is widely recognised in the industry as Strategic Marketer who specialises in Brand Transformation, Blending Technology, Consumer Insights and Marketing Trends into proposition that builds brand equity while simultaneously propels customer growth manifolds.

Sandeep has worked as Head of Marketing with Spice Hotspot, a mobility retail chain with a pan India footprint. He has been instrumental in creating brand transformation to transfer existing equity and consumer franchise from Hotspot to the master Brand Spice, generating enterprise value thereby successfully launching the new brand identity ‘Spice Hotspot’. Developed business framework for Spice Hotspot retail across India. and a franchise model scaling operations to point of inflexion, from 650 to 812 stores that saw ‘Same Store Sales’ grow by 35%Vs last FY.

He was entrusted with overall P&L responsibility of implementing a marketing strategy that deliver growth & increase in market share as per Business plan.

Prior to Spice, Sandeep has worked at Bharti Airtel Ltd as DGM - Brand, where he played a pivotal role in planning and implementing business launch of Telemedia (Consumer Broadband, IPTV & DTH) through out India.

Some of his achievements have been - Successfully planning and implementing rebranding for Airtel nationally across SBU’s, Creating identity for new businesses like Airtel DTH or Airtel in overseas markets, Implementing both external & internal manifestation of the Brand transformation program at Airtel to deliver an on brand consumer experience at every touch-point besides the launch of 200 RC & Lifetime prepaid to drive affordability in Mobility markets.

Earlier in his career, he has addressed areas like marketing communications for Idea Cellular where he has been responsible for implementing advertising & communication campaigns. Developed a comprehensive marketing plan for IDEA to build the business post launch. Planned, executed and monitored initiatives for ensuring market visibility to maintain brand image.

Industry sources feel, “Sandeep will be an asset in the next phase of growth, his diverse experience will be a great addition to the Dish TV leadership in India both from organisational set-up and business growth perspective. Sandeep is one of the very few respected marketing leaders in the industry and has a great track record of successfully leading diverse brands across sectors.We look forward to working closely with Sandeep and support him in this new journey.”

On his appointment Sandeep said, “Dish TV has been one of the great success stories in India’s DTH business and has pioneered the democratisation of technology for masses by addressing specific consumer needs with constant innovations. Therefore, it is a great opportunity for me to lead Dish TV into its next phase of growth by consolidating and further strengthening its position in India, and looking at global markets to complete its transition of becoming a Global force to reckon with".


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