MAM
Integrating data analytics, combining diverse generations are challenges for HR department of media cos
MUMBAI: The digital transformation has not left any niche behind, even if it is the human resources department of the media and entertainment industry. HR has moved far beyond backend and soft skills; data analytics is now in a crucial position.
Indiantelevision.com founder, CEO and editor-in-chief Anil Wanvari held a session “Responding to megatrends” in its first-ever Media HR Summit. MullenLowe Lintas group HR director Heather Saville Gupta, Reliance Entertainment’s Big Synergy CEO Rajiv Bakshi, Madison World executive director Lara Balsara Vajifdar and Reliance Broadcast Network Ltd CEO Abraham Thomas participated in the panel discussion.
MullenLowe Lintas’ Gupta said that the media industry is most dynamic. Other industries do not have to deal with such face-paced movement. Adding to this, Thomas said, “Two disruptions which have actually changed our lives as consumers and professionals are digital disruption and the huge societal change that has come upon us. We currently have almost five different generations working together.”
According to Thomas, the role of HR has become a watchdog looking for trends and insights in the industry. The HR department is like a composer, trying to scale the company goals. Thomas is of the view that HR role has suddenly become front-end and frontline. He opined that with digital, HR is the other important buzz word.
Bakshi added that while that bastion was held by the word ‘transformation’ for the last three years, now HR has arrived to play the role of not just a partner but also an anticipator. HR has to anticipate business trends for the survival of the company.
“HR is very important for the agency as our business is all about people. HR is not just the HR head’s responsibility; it is each and every senior management’s responsibility especially in an agency business which is full of young people coming with its own set of challenges,” Vajifdar said.
According to her, media is getting a good share of young employees who are ambitious, impatient, have a sense of purpose for work and don’t want to listen to someone just because they are senior. She said that they want their leaders to command respect not just demand and expect.
Gupta’s company delves in producing 30-60 second TVCs where upscaling older employees is a challenge while millennials understand digital faster. Added to this are the budget constraints while hiring, training, recruiting and retaining employees due to smaller client budgets.
Bakshi added that one major challenge the industry is facing is creating a value proposition which will attract multi-generation people. This means creating an organisation where there are stalwarts, experienced people as well as energetic youngsters who have to collaborate for the same project. He also added that HR needs personalisation with the help of data analytics. This can be done via customised training programmes and incentives.
Experts also agreed that younger employees look for direct communication from authority to get a sense of what they are doing. Hence, taking out time for personalised informal communication without any agenda is important. Any key factor is HR management is to align personal goals with the company’s and get employees to look at the bigger picture with greater contribution to society.
MAM
PropertyPistol appoints Hemant Bajaj as chief marketing officer
Proptech firm taps global marketing leader to sharpen brand and growth strategy.
MUMBAI: In the fast moving world of proptech, building homes may be the business, but building the brand is just as crucial. Propertypistol, the proptech driven real estate advisory platform, has appointed Hemant Bajaj as its chief marketing officer (CMO) as the company looks to strengthen its brand narrative and accelerate growth across markets. Bajaj will lead the company’s marketing operations across multiple geographies, overseeing brand strategy, integrated marketing initiatives and revenue aligned growth programmes as Propertypistol prepares for its next phase of expansion.
The appointment comes at a time when the proptech sector is seeing rapid digital adoption, with companies increasingly focusing on leadership talent capable of combining technology, data driven marketing and customer experience.
Bajaj brings experience spanning India, South East Asia and the Middle East, where he has worked on scaling brands and leading digital transformation initiatives across multiple industries. His work in the marketing and media ecosystem recently earned him recognition as a ‘Powerhouse Leader’ at the Mastermind Awards in Dubai, highlighting his track record in managing high impact marketing mandates.
Propertypistol founder and managing director Ashish Narain Agarwal said the appointment comes at a pivotal stage in the company’s journey as it looks to strengthen its market presence.
“Hemant’s appointment comes at a defining moment for us. As we scale our market position, it is vital to have leadership that blends strategic vision with executional depth. Hemant’s deep understanding of brand and business alignment will be instrumental as we redefine the proptech landscape,” Agarwal said.
Bajaj said Propertypistol’s technology first approach to real estate advisory was one of the key reasons behind his decision to join the company.
“Propertypistol has established itself as a technology first platform that is redefining how investors navigate the property market. Having led marketing transformations across international borders and fast paced industries, I recognise the exceptional strength of the foundation built here,” he said.
He added that his focus would be on accelerating the company’s digital marketing capabilities while building strategies that deliver sustained value for customers and partners worldwide.
The leadership move reflects Propertypistol’s broader effort to strengthen its executive team as the proptech industry evolves rapidly. With property search, advisory and transactions increasingly shifting online, companies in the sector are investing heavily in marketing intelligence and digital platforms to stay competitive.
By bringing Bajaj on board, Propertypistol is betting that sharper brand positioning and technology led marketing will help it stand out in an increasingly crowded digital real estate marketplace.
