The economic downturn of 2008 proved lucky for 35yearold Ambika Sharma. It got her to start thinking about her own venture. At the time, she was working with Jagran Solutions, a JPL subsidiary, as its chief operating officer. "The slowdown in the economy prompted industry majors, as well as smaller players, to demand more value for their marketing spends. This was where I saw an opportunity," says Sharma.
Taxi hailing app Uber which made a splash last year debuting with a squadron of BMWs, Mercedes' and Audis appears to have dropped these luxury cars from its fleet and is instead focusing on adding more Innovas and Corollas.The company launched operations in India last year with its luxury segment, Uber Black, in cities such as Bangalore, Delhi and Mumbai. However, it has scaled down its luxury fleet. In cities such as Bangalore, Uber has almost entirely moved payment for its luxury vehicles to a commission basis from a lump sum at the end of the month.
Prime Minister Narendra Modi's 'Make in India' campaign is an ambitious initiative that aims to cut through red tape, encourage foreign investments and transform India into a manufacturing powerhouse, correcting the biggest weaknesses of the Indian economy.
Ambika Sharma, Founder & Managing Director, Pulp Strategy Communications, observed, “The promos of the current season tells us that people know that Satyamev Jayate is a change maker, but this season there will be far more seriousness in the topics discussed. There is also a visible transition of advertising.
A thorough bred marketing professional with an experience of over 15 years in the new age marketing and brand activation industry, this Ex COO of Jagran Solutions took the road less travelled and formed Pulp Strategy.Ambika Sharma enthuses zeal and passion whether it's running her start-up or her bike.
“Talent, keen understanding of the local market, focused expertise and the hunger for business are advantages which smaller agencies have. These advantages combined with strategic business alignment can be nurtured into the scale which smaller players lack,” says Ambika Sharma, founder and managing director, Pulp Strategy Communications.
Co-founder and CEO of marketing communications agency Pulp Strategy says impatience is her biggest entrepreneurial advantage; it comes in handy to keep up a steady pace for achievement. It’s an asset that needs to be well-couched though, Sharma says. Being patient with clients and employees is a skill she continually has to work on.
India’s over 100 million smartphone users are beginning to shop online atsuch a pace that the country’s biggest e-tailing companies are expecting the mobile traffic to surpass their desktop user base soon.
For all the marketing's obssession with return on investment, social media so far has been th elephant in the room with ROI metrics remaining suprisingly primitive. So much so that a lot of marketers are of the opinion that trying to map the ROI of social media to the consumer purchase cycleis futile.
Keeping in line with Prime Minister Narendra Modi's thrust on digital media, the Budget for FY15 offers a slew of initiatives for the medium. While Finance Minister Arun Jaitley set aside Rs 500 crore for National Rural Internet and Technology Mission and proposed the development of a National Centre for Excellence in Animation, Gaming and Special Effects, he also brought digital advertising back under the ambit of service tax.