Exclusive | Avian is well positioned to leverage the opportunities: Arora & Mantri

With a view to better utilize available opportunities and strengthen its offering, specialist communication consultancy, Avian Media has recently appointed Sudipt Arora as Director- Content and Media Planning. A seasoned communication professional, Sudipt has over 25 years experience in the field of journalism and corporate communication. Prior to Avian, Sudipt was Director, Corporate Communications, at ASSOCHAM and the Apparel Export Promotion Council.  In journalism he has had stints with India Today, United News of India (UNI) and Headlines Today. 

 

Sudipt Arora’s elevation is aimed to add value and insights to Avian’s existing content and media planning services; thereby enhancing its research & analysis expertise and identify ways to integrate newer content and media planning strategies into client campaigns. Besides, content and media planning, Sudipt will also work closely with existing Avian’ partners including its affiliates and the research firm. 

 

Adgully spoke to Sudipt Arora on his new role and also to Nitin Mantri, CEO, Avian Media on the new appointment. The following are the highlights of the conversation.

 

 

Sudipt Arora (SA): Communication is at the heart of all business activities. As Indian economy expands rapidly, the scope of business-driven communications will grow in coming years. Corporates are fast realizing the importance of reaching out to various stakeholders effectively. Avian Media is well positioned to leverage the opportunities coming up in new economic environment nationally and internationally. I am glad to be a part of its growth story. My previous experience in the media will help in performing my new role.

 

 

 

SA: I will first examine the client portfolio which Avian Media has and learn about the external environment as well in which they operate. That should enable me to understand how the company can serve their needs. I would also like to enrich Avian’s resource base as several corporates demand independent intelligence reports on trending topics in politics, business and economy.

 

 

SA: The current slowdown in economy and low investor confidence are of major concern to many corporates. Media campaigns are generally the first casualty in such scenarios. On the positive side, India is Asia’s third largest economy and among few countries in the world which is growing amid recession in the European Union and the United States. All these factors do impact the business of communications as well.

 

 

SA: I studied book publishing at Delhi University. After my post-graduation, I joined India Today newsmagazine in early 80s as editorial researcher. After five years or so, I started working for United News of India (UNI) agency. For the first ten years at UNI, I was editing and rewriting news reports written by correspondents. Then for next ten years, I reported on a wide range of subjects like international trade, civil aviation, information technology and telecommunications. I moved to corporate communications about four years ago and have worked for industry lobbies like ASSOCHAM and AEPC.

 

 

SA: Like all other industries, media has grown and become very plural due to hunger for information. New technologies have enabled hundreds of television channels to beam round the clock. We have hundreds of newspapers published in dozens of languages with circulation and readership running into millions. Media analytics focusing on measurements have becoming challenging in recent years. Social media is another phenomenon which has emerged as a powerful tool of communication. In a country with young population, it is bound to grow further.

 

 

 

Nitin Mantri (NM): Sudipt’s role is designed to offer clients more specialized knowledge of The media and at the same time make a sophisticated content writer available to them. With Sudipt on board, we will add value and insight to our existing content and media planning services; enhance our research and analysis expertise and identify ways to integrate newer content and media planning strategies into client campaigns.  

 

 

NM: An agency needs to quickly respond to the dynamic market changes today. Our nimbleness to change and quickly respond/adapt is something that makes us different. This role is one such step where we want to ensure that clients have the experience of a seasoned professional like Sudipt to understand the complex media landscape and internally train our people on media and content. Besides, content and media planning, Sudipt will also work closely with existing Avian’ partners including its affiliates, research firm and the event company. He will identify new opportunities for existing clients, streamline internal best practices and bring a fresh perspective to campaigns.