Offbeat: Rohit Dadwal – Channelling inner adrenaline junkie

In our constant endeavour to give our readers content that is a little ‘hatke’ from the trade media norm, Adgully has been coming out with Special sections like The W-Suite, Ad Land’s Young Guns, Spirit W and ‘Offbeat’. 

Our newest offering, ‘Offbeat’, seeks to give a glimpse of the lesser known facets of our very well-known industry leaders. We present, in the industry leaders’ own words, an interesting read on areas that are not usually highlighted in regular media coverage – be it about their childhood days, secret skills that they possess, how they unwind from their hectic schedules, and much more. 

As Managing Director of the Mobile Marketing Association (MMA) – APAC, Rohit Dadwal oversees the MMA’s activities in Asia Pacific, managing the operations out of its regional headquarters in Singapore. 

Dadwal has extensive expertise in the economics of mobile, direct and digital marketing, consumer privacy and the government regulation of markets. A highly visible industry advocate with over 17 years of experience in the internet, digital and mobile spheres, Dadwal has been instrumental in the MMA’s growth in the region, forging relationships with industry leaders and key stakeholders, and positioning MMA as the authoritative global voice in the mobile marketing and advertising industry. 

An enthusiastic evangelist of mobile marketing, Dadwal sits on the board of the Digital Advertising Alliance (DAA) and is an Advisor for the Internet and Mobile Marketing Association of the Philippines (IMMAP) and IDBYTE. Rohit also sits on numerous corporate advisory boards of MMA’s member companies.) 

How you were as a child and which childhood trait do you still possess?
As a child, I was very happy-go-lucky and always looking to help others. Till today, many know me for being helpful, and that’s one trait I cherish and try to continue developing. I genuinely believe there is a lot that one can do to help others in all aspects of life, both professionally and personally. If there is an opportunity to help another, one shouldn’t shy away, especially since help is one of the easiest things to give. With little effort, people can help others resolve huge issues, and make things a lot easier for others. 

Which superhero did you look up to as a kid and why? Which superhero power you wish you possessed?
Growing up in a small town in Shimla, entertainment opportunities were limited. There weren’t many places to visit, so I often fell back on comics and books. One of the books I liked was adapted into a TV series called He-Man and the Masters of the Universe. This particular super hero left a larger-than-life impression on me, as I related to the story and portrayal of He-Man. 

Set in a distant and mystical land, the story revolves around a wimpy Prince Adam who leads the life of royalty. Unknown to all but a few close friends and allies, Prince Adam is actually a hero – the mighty He-Man. Together with his friends, He-Man battles the evil Skeletor and his minions for control of the world, and, more importantly, for the control, power and honour of Greyskull, the mysterious castle from which He-Man derives his powers. The story is built on the basis of helping the kingdom, and stopping any evil powers from taking over the kingdom. Circling back to my earlier point of being helpful, this story in particular strongly resonated with me. 

The superpower I wish to possess is the ability to speak any language in the world. Language barrier is the biggest challenge I face when travelling. I think being able to engage and participate in different cultures would allow me to truly enjoy, learn and contribute in foreign lands. 

What is your biggest fear and how do you face it?
This question is difficult to answer, as I do experience fear on several fronts – work, personal, family, and social life. However, if I had to list one fear, I’d go with the fear of growing old without having friends and family around. With ongoing scientific and medical advancements, life expectancy is on the rise, which might make it challenging to have a healthy social life in old age. The best way to tackle this is to make full use of the time we have in the present, and enjoy every moment while building stronger relationships with others. 

A skill you possess that no one knows about?
I wish I had a secret skill, but unfortunately I don’t. I’m pretty much an open book in terms of my appearance and my personality. But what I can share is a skill I do not possess – I would have really liked to be an adrenaline junkie, so I could try para sailing/ gliding, roller coasters, skydiving and bungee jumping. 

What would one find in your playlist?
My music preference ranges from classical to rock. Back in school and college, I used to love rock and pop, but have since developed a preference for Sufi and old Hindi film music. You’d find the following types of songs in my playlist: Doors, Pink Floyd, U2, Black Sabbath, ABBA, Boney M., One Direction, Ed Sheeran, Abida Parveen, Nizami Brothers, Nusrat Fateh Ali Khan, Wadali Brothers, Atif Aslam, and old Hindi film music from the 60’s and 70’s. 

Which is your go-to activity to relax?
My go-to activity is to play and practise golf. I think golf is the only game where you get to play against yourself. Each time you play or practice, you are trying to better your own game, and it really doesn’t matter how the opponent is playing. This is a game and routine that you can lose yourself in – to me, it’s really important to be able to forget everything, just relax, and enjoy yourself. 

What is the greatest lesson that you have learnt from life so far?
My greatest life lesson is to never regret. Whatever you did in the past – the decisions you made, the acts you did, the answers you gave, the stance you took in a given scenario – all these were the best, most rationale moves, informed by the knowledge you had in that very moment. This is why I think it’s a waste of time and energy to look back and regret. 

What is that one social cause that you are most passionate about?
The social cause closest to my heart is education for financially and socially disadvantaged children. I believe strongly in the old Chinese problem: “Give a man a fish and he will eat for a day: teach a man to fish and he will eat for a lifetime,” and the same context applies to education. 

What’s the one thing you would like to change about yourself?
I am happy the way I am. I enjoy a good, loving life, surrounded by people I like and love, and vice versa. I wouldn’t trade this for another trait, as I wouldn’t know what I would have to give up in order to acquire that trait. Like I mentioned, it’s better to not live with regret. 

If not Managing Director of the Mobile Marketing Association in APAC, what would you have been?
I’d be working hard to play good golf, participating in championships and thinking of turning pro! There’s no better work than working on something you’re passionate about. 

What are three apps on your mobile you couldn't live without?
So many of my mobile apps are important to me because I use them for such diverse purposes, but if I had to pick three, I’d go with WhatsApp, YouTube and Apple Pay. 

What’s the last thing you watched on TV and why did you choose to watch it?
I don’t watch TV except for live sports events. The last thing I watched for entertainment was a marvel series called The Green Arrow on Netflix. I usually download the series and watch it on flights and during my frequent travels. I also watch all the Marvel comics series I can get my hands on. 

Which two organisations outside your own do you know the most people at and why?
I’d say Microsoft and GroupM. I spent over 9 years working at Microsoft in my previous role, and while some of my previous co-workers have also moved on to new roles, we’re all still connected through our experiences at Microsoft. 

As for GroupM, they’re an MMA member who is very active with initiatives across the mobile marketing industry. I work very closely across their various agencies and networks, and have therefore made friends and acquaintances with many people from GroupM. 

Two things about this industry you don't like or don't understand?
Despite all the advancements we’ve made in mobile technology, the industry hasn’t yet established common ground on measurement. Our study of marketers in the region found that measurement and attribution top their needs list, and it’s high time the industry came together to decide on the way forward. Marketers are now calling for accountable, and transparent ways of measuring performance. To support this, the MMA is working towards developing multi-touch attribution as the global standard for measurement and establishing evidence for the accuracy of the same. 

Furthermore, many mobile marketers today still keep to an internal set of guidelines, which tend to reinforce existing practices within the organisation but result in conflicting sets of rules across the industry. For example, we’ve seen some agencies define viewability of ads as 100 percent in-view, while for videos, at least 50 percent must be watched with sound on. On the other hand, some publishers charge for 50 percent viewability at just one to two seconds watched. Clearly, more needs to be done to establish certainty in this ever-changing environment, reduce fragmentation in the ecosystem, and level the playing field for all parties. 

If you could live anywhere in the world, where would you live?
I would choose to go back and live in my hometown Shimla. I know it sounds cliché, but I think I’d really enjoy the town more now that I have been to many cities and countries, and lived in different parts of the world. This is also because I didn’t get much of an opportunity to explore the city and its surroundings, as I left immediately after school at the age of 16 for higher education and then work, so I would love to go back some day.