MAM
Mindshare to present adaptive marketing at Melt 2015
MUMBAI: This Melt, GroupM’s flagship agency Mindshare will bring alive the concept of real time planning adaptive marketing through The Loop and Purple Box as a part of GroupM FutureReady hall.
Fitting in perfectly with Melt’s theme – a festival of creativity will take participants through an experience of adaptive marketing with a live campaign and contest. The Mindshare zone revolves around their core philosophy of Original Thinking Framework.
The experience will be demonstrated in the loop room in the Mindshare zone. The Loop is not just another technological interface but rather a way of life for all at Mindshare. It will effectively break down all silos and bring all key stakeholders into one single room – creative, media, social, digital, content and production.
Adaptive marketing enables the shift of media spends to leverage opportunities uncovered by real time data and provides actionable insights that can be executed instantly. The Loop is also used to track competitor efforts in paid, owned and earned media, as well as providing intelligence on trending and viral news and content.
The Loop @Melt – Mindshare will integrate live contests and track real time influencers at Melt 2015. Participants will be engaged through the two days by fuelling creative thinking and conversations around Melt through the Loop.
On the other hand, the Purple Box is a creative manifestation of adaptive marketing solutions. Created exclusively for Melt, Mindshare Purple Box will demonstrate various consumer archetypes in an interesting visual format. Participants will be able to choose from a consumer ‘avatar’ and look deeper into some of their passion points, while we convert them into communication opportunities.
Mindshare south Asia CEO Prasanth Kumar said, “Driven with the core values of speed, provocation and teamwork, Mindshare is not only working in an adaptive marketing environment, but also defining this environment. With The Loop philosophy we understand that content and messaging is fluid and continuous, and our frameworks demonstrate the agility and responsiveness of a collaborative decision making process for brands. At Melt, one can see a live demonstration of this framework at the Loop Room, as well as how adaptive marketing looks from a consumer’s perspective with Purple Box.”
The Mindshare experience will be live from 10 am to 5 pm on 21 and 22 May at Zee Melt 2015 in GroupM FutureReady zone at Nehru Centre in Worli, Mumbai.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
