MAM
Sony finalises Fame Gurukul sponsors
MUMBAI: One month prior to launch, Sony has managed to rope in five associate sponsors for its upcoming reality series, Fame Gurukul, which is slotted at 8:30 pm Monday to Friday.
Associate sponsors finalised for Fame Gurukul are as follows:
1) LG CDMA
2) Pepsi
3) HLL (Clinic)
4) Johnson & Johnson
5) Idea (Telecom operator)
6) In the process of finalisation
Industry estimates have pegged the amount each sponsor has pumped in at about Rs 30 million.
Commenting on the same, SET executive vice president (ad sales & revenue management) Rohit Gupta states, “Based on the strength of the format, we have reduced the number of sponsors to six. This will allow for focussed branding opportunities that can be woven in well into the show which would have been limited if we had brought in more sponsors.”
Sony usually follows a nine associate sponsor format.
Gupta also pointed out, Indian Idol was the launch pad for branding synergies on Indian television. Citing the example of the Nokia Hindi SMS as well as the Rejoice Shampoo branding with ‘Rejoice moments’ he stated that the benchmarks had been set, and now the endeavour was to raise the bar further.
Coming to the what the format offers to advertisers, Gupta reiterates, “The format of the show is so tight, that it is literally a high paced reality soap. Also, now that our 8-8:30 pm band has firmed up with the launch of Kaise Ye Pyaar Hain, it will act as an excellent funnel for Fame Gurukul at 8:30 pm.”
What is noteworthy about the likes of LG CDMA, Pepsi and Idea that have come on board is the fact that they have not been very aggressive spenders on the channel.
Also, if one looks at LG CDMA, this is it’s first big spend the brand has indulged in apart from the normal FCT buys on television. Similar is the case with Idea, says Gupta. A clear indication, according to him, that the channel has managed to divert some new monies onto its stable.
Brands
Accor names Amit Malik VP people and culture for South Asia
Hospitality major taps HR veteran to drive talent and culture agenda
MUMBAI: Accor has appointed Amit Malik as vice president for people and culture in South Asia, strengthening its leadership bench as it scales operations across the region.
Malik will be part of the South Asia leadership team, overseeing the people, talent and culture agenda across India and neighbouring markets. His mandate includes building organisational capabilities, strengthening leadership pipelines and enhancing employee experience across Accor’s growing portfolio.
With more than two decades of experience, Malik brings a blend of human resources expertise and business leadership. His career spans multiple sectors and geographies, equipping him to support Accor’s evolving workforce needs in a dynamic hospitality market.
“We are pleased to welcome Amit to Accor,” said Accor chief executive officer, South Asia Ranju Alex. “His understanding of people strategy and strong business orientation will be instrumental in building a high-performance, purpose-led culture.”
Before joining Accor, Malik served as president for Japan, Asia Pacific and Australia at WadzPay. He also spent several years at Aviva Life Insurance India, where he held senior roles including chief people officer and later chief executive and managing director.
His earlier stints include leadership roles at Bank of America, Royal Bank of Scotland, American Express and GSK Consumer Healthcare, giving him a wide lens on organisational transformation and governance.
Accor’s latest leadership move reflects its focus on building a future-ready workforce as competition intensifies in the hospitality sector. With Malik at the helm of its people strategy, the company is betting on culture as a key driver of growth.
