21 Sep

The Weekend Room

The Weekend Room

This column is specially curated for advertisers to peek into the minds of the CEOs and CMOs to discern their marketing strategies. The weekend special column features the head honchos across industries and services, talking to them about brands, ads, and other marketing gimmicks which matter to advertisers.

This weekend featured Sumit Mukhija, CEO, STT Global Data Centres India Private Limited, who talked about his favourite brands, ads, and web-series amongst others.

A brand which is your life-line and why?

Definitely, STT Global Data Centres India, a brand that I was instrumental in launching in India in 2017. We know who we are today, what we want to be tomorrow, and what we stand for. It’s a new, exciting era for our company with new management and new opportunities for us to explore as we set benchmarks for the Indian data centre industry.

An ad which is an all-time favorite/ or an ad which inspires you/ or an ad which is a work of creative genius according to you.

The launch of Airtel 3G services towards the end of 2010/ early 2011, the signature (and very catchy) composition by AR Rahman along with the message of the brand providing an enriched user experience, bought about a transformational shift in the way their customers consumed and used data. This resonated with me. 3G services heralded a digital revolution in India. For the first time in India, consumers started consuming services such as; live streaming, video calls, and videos on mobiles.

A marketing gimmick which you believe is pure gold and why?

I believe a marketing gimmick is beyond impacting sales, it should bring a larger than life impact in the minds of people. While, over time there have been quite a few unique campaigns that have impressed me, of recent latest coke campaign #SayItWithCoke campaign of using music to convey messages which otherwise might seem difficult is something that I like.

Your current web-series obsession and why?

‘Selection day’ on Netflix, a story of two young migratory translocated boys belonging to a poor family. The series succinctly captures their dreams and frustrations as they embark on the journey for success in cricket while documenting their struggle against their overbearing father and a system stacked against them. The storyline exposes what the brutal system in the business of creating sporting heroes does to the minds, and lives of vulnerable youth. The barriers that the protagonists face are subtle and surprisingly well explored and relatable.

An app you can't live without.

Alexa, for sure has got a handful of tricks up its sleeve. I generally start my day with a wake call from Alexa served with a side of some news updates. It even reminds me to do yoga at my work desk. Alexa is a very evident example of how technology can simplify life and puts a sense of order right from managing schedules, reminding on to-dos, putting voluntary changes in lifestyle to what not. It’s a voice-controlled world now.

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