MAM
Something out of nothing: Rob Middleton
MUMBAI: Speaking at the PromaxBDA 2012 held in Mumbai on 23 and 24 May, Astro creative director Rob Middleton enthralled the audience with a stimulating presentation on the topic ‘Something out of nothing‘. The session focused on creating good quality engaging creative on tight budgets.
According to Middleton, “There are four pre-requisites to a good television promo. Content, communication, chop (the editing) and copyright. The biggest television taboo would be a lack of belief in self.” He firmly supports the belief that whatever a channel or brand does, if done properly, can be used a tool for mini-positioning. This helps create brand presence and map it in the consumer‘s psyche over a period of time.
What a brand‘s logo stands for, bear more importance than how it looks. A brand‘s manner of communication is as important as its ‘look‘ in the market space in order to leave an impression on the consumer‘s mind. In this case, the communication objective should be to leave an impression through effective expression.
In case the budgets do not permit the extravagance one would want, one may use techniques like type face and simple graphics to make interesting promos. The use of animation takes the production to a different level while maintaining the budget limits.
Music is another element that can be used to enhance a promo. Experts believe that nearly 80 per cent the audience‘s reaction on a promo is through its music. More than music, it is the sound that it used. A clever assortment of everyday sounds can make for a very good audio piece. The trick is to synchronies the audio with the video and the context of the communication. A seamless integration of the four elements makes for a good promo.
Humour always sells, he added. Infusing humour in the promos not only makes for a good viewing, but also helps brand recall. It is common knowledge that commercial with a humourous twist are faster in catching the audiences‘ fancy and may even be the topic for discussion. All this contributes to establishing a brand in the consumer‘s life.
Lastly, he said that investing in technology makes sense as it helps reduce cost in the long run. With technology emerging as an ally, the avenues of creativity are ever increasing.
Brands
Manindra Mohan joins CoinDCX as SVP & head – data & analytics
Former Amazon and Unacademy analytics leader to scale crypto insights
MUMBAI: India’s crypto exchange CoinDCX has appointed Manindra Mohan as SVP and head of data and analytics, bringing on board a seasoned data strategist at a time when the country’s digital asset market is entering a decisive phase.
In his new role, he will steer enterprise-wide data science, analytics and business intelligence initiatives. His mandate spans product, growth, risk and customer experience, with a clear brief to embed data-led decision-making into the company’s core as it scales across India and beyond.
Announcing the move, Mohan said he was “thrilled” to join CoinDCX, calling the Indian crypto market pivotal and ripe with opportunity. He thanked co-founders Sumit Gupta and Neeraj Khandelwal, along with Mridul Gupta, for the opportunity to help shape what he described as the future of finance.
He noted that architecting data solutions for a 24 hour global asset class presents a formidable challenge. Yet, he added, the chance to redefine financial access and drive crypto adoption “across every pin code in India” makes the task compelling.
Mohan arrives with nearly two decades of experience across technology, media and digital platforms. Before CoinDCX, he served as head of data science, analytics and BI at Carousell Group. Prior to that, he was SVP and head of analytics at Unacademy, where he built and scaled the analytics and insights function supporting product, sales, marketing and finance teams.
His earlier stints include heading analytics for Amazon prime video in India, where he oversaw data across product, acquisition, engagement and content, as well as serving as senior manager data sciences and advanced analytics at VMware and senior manager marketing and digital analytics at Dell Technologies. He began his career as senior business analyst at Cognizant, working on large scale crm and analytics implementations for global clients.
Colleagues describe Mohan as a builder of teams as much as models. From managing global analytics rollouts to leading large cross functional units, he has consistently combined statistical rigour with commercial instinct.
At CoinDCX, that blend could prove timely. As crypto exchanges navigate regulation, volatility and rising user expectations, data is no longer a back office function. It is the compass. With Mohan at the helm of analytics, CoinDCX is betting that sharper insights will translate into deeper trust and broader adoption in a market that never sleeps.
