Spirit W | Performics's Tanushree Radhakrishnan steps hard on the accelerator of her life!

“Agencies typically work during the eleventh hour (some because of undue client pressure and some self created) and that is the major challenge I face,” said Tanushree. She is of the opinion that it not just puts undue pressure on you but also deteriorates the quality of work that you come up with. She loves the work she does and don’t really face any problems executing her job requirements.

 
Tanushree Radhakrishnan, currently, Media Director at Performics, the digital wing of Zenith Optimedia is not one of those people who plan way in advance and just tries to live the moment and give it her best shot. A strong believer of the fact that life is leading its way and just making the right decisions at the given point of time.
 
Speaking about her aims and aspirations, Tanushree said, “If anything at all I aspire, is to head the marketing for one the fortune 50 companies in the world and create a campaign that goes into the history of advertising as one the most effective campaigns!” 
 
From a digital perspective, she feels, is that since not too many data tracking resources are available, it becomes difficult to substantiate plans and ideas with numbers in India. The 3 key mantras that worked for her, though simple and basic but have helped her a lot in sailing through all situations in life: Live and let live, Search and you shall find it and it is always in season to learn!
 
Since she has a flair for creativity and does indulge in painting, sketching and sculpting, she would have liked to walk the globe and pen down her memoirs for a living which is now just a hobby that she indulges in over the weekends.   
 
Having learnt all this, Tanushree’s journey seems quite simple but interesting.  She says, “My journey in media industry has been very exciting and more so because I got into the digital domain which was largely unexplored. I have been lucky enough to work with the right kind of agencies at the appropriate time in my career". She believes that Webchutney and ZenithOptimedia both were the perfect agencies for her in terms of experience and growth and thus the journey so far has been great and she is looking forward to more exciting things to do in the near future.   
 
While signing off, when asked how has the industry evolved, she explained saying, “Media planning two decades back was definitely easy with just the national channels available for broadcasting. But these days there is a plethora of options available, not just with various mediums like mobile, digital, DTH etc. coming up but even with the range of channels within each medium, the planner needs to juggle between various options while trying to reach out to his/her TG at the right time with the right message.”
 
But since she was one of the early adopters into the digital planning in India, can’t really say that things have changed drastically for her. "It’s just that people as well as clients have become more receptive to the medium", she said.
 
A look back at the start of her career in advertising, especially digital, one understands that it just happened to her.  As told by her, she always had a creative bend of mind and a flair for doing things differently. So during her MBA in advertising, Tanushree intended to become a creative designer. But during the course of events due to mere realization that the creative guys had a tough life till they made it big, got a name for themselves and media was where all the money was. Being a bright student and equally good with numbers and reasoning she got into planning.  She started her advertising career with Webchutney, a pretty unknown digital advertising agency back then, as a management trainee and was reporting into 3 different bosses on various verticals of the business.
 
After being one of the first few people in India to be a qualified GAP (Google Advertising Professional) Tanushree started working on the Makemytrip account and grew with it in the literal sense of the term. Within the span of 2 yrs it grew to become the largest SEM account in the country then and post that she joined the digital wing of ZenithOpti media and that brought in a lot of depth in her career.  | By Aanchal Kohli [aanchal(at)adgully.com]
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