MAM
What’s exciting Mimi Deb about her new role at Publicis’ platformGSK
NEW DELHI: Warming up in her new role as the leader of Publicis Media’s bespoke unit platformGSK, Mimi Deb is quite excited and enthralled to take up the responsibilities of managing the offline and digital global paid media strategy and planning of GSK in India.
While the lady had taken up the role in early April, she still hasn’t got the chance to visit the office, courtesy the Covid2019 pandemic but has bonded really well with the team over video calls and daily chats, she tells Indiantelevision.com in an exclusive candid chat.
“We interact pretty regularly with our department and also intra-team meetings keep on happening. And it’s not like that we just dive into the meetings, the environment is lighter than that. We familiarise ourselves with what is happening in everybody’s lives, keep checking on each other in case of any issues. That has helped break the ice,” Deb happily notes.
She also shares that because she comes from a slightly different environment, her last stint being at Wavemaker, it makes the new role even more exciting for her. “It is a different energy that I am feeling here because I come from a different setup. I think here there is a lot of young energy which is exciting and the conversations are very interesting and straightforward,” Deb quips.
However, she is looking forward to incorporating her rich experience of over two decades working for brands like Dabur, Perfetti, Mother Dairy, RSPL, Amway, McCain Foods, and OLX at GSK which has under its umbrella some of the most successful and popular brands like Sensodyne, Eno, Iodex, and Crocin.
While right now her entire focus is on understanding the business and making contacts with people, both within the industry and on the client-side, going ahead, she is going to play a key role in speeding up the areas of implementation and digital transformation for GSK, while keeping their mainline strategies sharp.
“It (platform GSK) is a new business for the company and a very prestigious one. Initially, my focus is on familiarising myself and then look at the transformation agenda in the data and content space. Whether it is the content initiatives for some of the brands where it plays a bigger role or creating a great brand presence over the media space, everything is on my agenda.”
An important factor in Deb’s strategies going ahead is going to be the impact that Covid2019 has left on consumer behavior and media preferences and she is keen on exploring avenues like social media and OTT more, depending on the brands.
Deb is also glad that the client she will be working with is agile and is on its toes in adapting to the changing environment, which makes it easier for her to work with them. She is looking forward to her stint with great positivity.
Brands
Summercool signs 10-episode Teen Taal podcast deal as presenting sponsor
Brand taps content-led marketing with seamless integrations on Aaj Tak show
NEW DELHI: Summercool Coolers has partnered with Teen Taal as the presenting sponsor for a 10-episode podcast series, marking its push into content-led marketing as brands increasingly look beyond traditional advertising formats.
The collaboration with Aaj Tak, part of the India Today Group, aims to tap into the growing influence of podcasts as high-attention platforms where audiences engage more deeply with content.
Instead of standard ad slots, the partnership leans on a content-first approach, with Summercool integrated directly into the show’s environment through studio branding, contextual mentions and visual cues. The idea is simple: be part of the conversation, not a break from it.
Early signs suggest the strategy is working. In the opening episode, the brand is woven into the discussion without interrupting the flow, offering a more natural recall compared to conventional advertising bursts.
Summercool Coolers director finance Abhishek Gupta said, “This partnership reflects our belief in engaging audiences where they are most attentive. By integrating naturally within a compelling storytelling format like Teen Taal, we are able to create authentic connections and drive organic engagement.”
Echoing this, India Today Group Digital CEO Salil Kumar said, “Podcasts today are not just content formats, they are high-attention environments. With Teen Taal, we’ve created a space where brands can participate in conversations, not interrupt them.”
Hosted by Kamlesh Singh, Kuldeep Mishra and Asif Khan, Teen Taal has built a loyal following for its mix of humour, satire and sharp takes on current affairs and everyday culture. That easy, conversational tone makes it a natural fit for brands seeking relevance without being overly intrusive.
With the first episode already live across platforms such as YouTube, Spotify and JioSaavn, the series offers a glimpse into how storytelling and subtle branding can go hand in hand. For Summercool, it is less about cooling the air and more about warming up to a new way of reaching audiences.
