Sabyasachi Mitter On IBS Products Division, Mobile And Challenges In Digital [Video]

Sabyasachi Mitter talks about why Jifi, banking via Twitter is one of the special projects of IBS in H1 2014 and the growing focus of IBS on the products division

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“Lack of talent, digital still in most cases is a choice when clients are short of budget and third lot of senior people from mainline agencies are not ready to work along with the evolving digital medium. I wish people look beyond television and print to do more interactive work,” shared Sabyasachi Mitter in a recent conversation with Lighthouse Insights.

Sabyasachi, MD at IBS – an evangelist of digital for more than a decade, was sharing his thoughts on the three major challenges faced by agencies in digital media in the country.

In the first part of the conversation, he spoke about how it was like growing up in Kolkata to finding his interest in Asian Paints. Moving ahead he shared about how digital has evolved in the country and how the growth of IBS has been so far. He also talks about IBS Singapore and his thoughts on the digital acquisitions that the country has been witnessing in H1 2014.

In the second and final video, Sabyasachi speaks about why Jifi, banking via Twitter is one of the special projects of IBS in H1 2014 and the growing focus of IBS on the products division. “Products is a new business line run by a separate CEO. My belief over the couple of years is that social became the 4 Facebook posts in a day and Twitter contests phenomenon. This was not delivering value to the brands and customers. So we have been working on the philosophy of go native and go mobile that focuses on building eco-systems that are on social. The products that we are building such as Jifi is the result of that.”

Further he explains how IBS is working with brands on mobile marketing and how customer perception has changed over the period of time. Click on the video to watch and listen to the final part of the conversation with Sabyasachi Mitter to also find out what keeps him busy apart from IBS: