Amit Tiwari
Country Manager – Media, Phillips Electronics India Ltd.
My past experience in media complemented my move to lead the Phillips brand. As part of my first mandate to build the brand, I took a key step with Phillips to bet on Cricket, India’s second religion. Knowing that in highly cluttered space and in the face of a rapid increase in the cost of sponsorships, we would not be able to take make visible impact on the live shows, I decided to place our wager on the pre and post live in-studio shows. These shows, with a significantly lower budget, enabled huge brand visibility for Phillips and helped us over-achieve on visibility with significantly lower investments.
Country Manager – Media, Phillips Electronics India Ltd.
My past experience in media complemented my move to lead the Phillips brand. As part of my first mandate to build the brand, I took a key step with Phillips to bet on Cricket, India’s second religion. Knowing that in highly cluttered space and in the face of a rapid increase in the cost of sponsorships, we would not be able to take make visible impact on the live shows, I decided to place our wager on the pre and post live in-studio shows. These shows, with a significantly lower budget, enabled huge brand visibility for Phillips and helped us over-achieve on visibility with significantly lower investments.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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