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Need to be nimble, proactive and innovative with our strategies: Sony MAX 2’s Vaishali Sharma
MUMBAI: A few years ago, Sony Pictures Networks India decided that it was necessary to split its vast repertoire of movies. This led to the birth of Sony MAX 2 which shows movies from the 1950s to the year 2000 that are meaningful or nostalgia-evoking.
Now, in an attempt to engage with digital viewers and Bollywood fans, the channel has built up a Timeless Digital Awards property with the theme of 'Legends Ke Yadgaar Kirdhar'.
Sony SAB and MAX Cluster marketing head Vaishali Sharma says, “Four years ago we decided to do a very unique kind of awards in the digital space while everyone was doing on-ground events and that too for latest movies. So, we wanted to start something for movies over the decades. We did around two seasons. This year, we thought of celebrating the viewers’ favourite characters."
There are four categories: male actor, female actor, comedian and villain. Every 10-12 days, one category is opened up for people to vote. There are around roughly ten legends or character in every category. Sharma says that last year it had around 4 lakh votes, and this year in 10 to 15 days, it has witnessed over 2 lakh votes. “We thought that we will surpass the number what we hit last year. The trend as of now looks exciting," she says.
The awards take into account previous awards as well as the popularity of characters. “The entire focus is on the digital platform. We are using all social media platforms; we have created online promos and programmatic marketing. We are doing this for our online viewers and it’s an engagement activity," she adds.
Coming to the channel’s own marketing strategy, Sharma says that it is defined by the business objective as well as the dynamics of the industry which continuously sees many changes in terms of its measurement structure, NTO, etc. “We have to be very nimble, proactive and innovative with our strategies.”
Revealing her plans for 2020, Sharma informs, “I think this year would be a very exciting year for us both in terms of MAX 2 and MAX which have been leaders in their own genres of Hindi cinema. There are many challenges in the industry with the NTO and we never know what can happen in the future. So, we need to be prepared to be able to work around all the changes that are happening and ensure that we continue to be leaders in this category."
Despite being just four-years-old, Sharma says that it has done extremely well. “It’s very close to the number four-five in the industry of 32 channels. None of our brands is for rural. That space is something that most television channels have not really started investing in. I think for advertisers and the industry to actually expand and grow opportunities in rural will take time, so the growth in that area will be slow and steady. As of now, we have Sony Wah which caters to small-town India also. We will continue to nurture that so that one day it can expand into smaller markets,” she signs off.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
