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
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
