MARKETING
Ipsita Johri’s Marketing Success
SONY PICTURES
Marketing and PR
- Buena Vista International (BVI)
- Walt Disney pictures
- Local films
Strategy, budgets, promotions, advertising, media planning, creative elements, tie-ups, associations and partnerships with brands, exhibitor relations and media relations
MY TATA STINT
Was with Tata Teleservices for a brief period, where I worked as part of the team which looked after marketing for pay telephony business. While there, I helped design the Rewards and Recognition program for the business across India. Also helped in designing the trophy / badge – went to National Institute of Design Ahmedabad and worked with the students there to achieve the same.
While at Tata Teleservices, a feather in my cap was to be invited to be a part of the Tata Business Executive Model – which is designed on the Malcolm Aldridge model. I was the youngest participant, among a group of people ranging from Sr. Mgrs. to VPs of Tata companies including Tata Steel, TISCO, Tata Tea, Tata Telecom, etc. After 4 days of workshop and exam – out of a group of 40 people, 13 people had qualified as an Internal Assessor for the entire Tata Group in the TBEM program, I was one of them.
THE WALT DISNEY COMPANY
1.Handled Marketing for Walt Disney Studios Motion Pictures India –
- Overall strategy planning, budgets, promotions, advertising, media planning, creative elements, brand and media tie-ups, exhibitor relations and media relations; working with regional teams to coordinate and monitor all activities
- Innovative marketing and promotions which led to high visibility and success at the box office
- Disney Studios Home Entertainment India –
- Helped setup the division when Disney moved from licensee model and went direct to retail
- Launched more than 80 titles which include Platinum titles, TV on DVD, New feature animation, new feature live action, Disney Channel titles, Catalog, Bollywood titles
- Actively participated in Disney’s community outreach initiatives, contributing to various projects aimed at supporting local communities and social causes, including spending time at Tata Memorial Hospital with cancer children, painting their walls with Disney characters, and engaging them in fun activities, and giving gifts to all of them.
Key Highlights:
- 360 degrees ATL marketing campaigns, print media innovations, premiere with PVR – first time theatrical premiere of DVD title, radio, television, mall advertising, retail promotions
Packaging innovations – Innovative retail planning which led to better sell-ins by retailers
Exclusive promotions which involved contest, cinema screenings and a London trip
Innovative media and cinema associations which have helped in getting tremendous visibility on launches. Setting up and looking after Disney Movie Rewards online program – the CRM program linked to DVD purchase: Buy DVD, earn points, win cool gifts