“I clearly see two strong peaks in this era of digital evolution in India. First it was during 2004-06 where brands were keen to do digital by building a lot of websites and assets by riding on the high of Yahoo and the Rediffs of the world. Later we saw a phase where social actually kicked in good scale. From making websites brands have moved to content creation,” shared Shekhar Banerjee in a recent conversation with Lighthouse Insights.
Shekhar, who has been with Madison Media for close to a decade, is the Senior Vice President at the media agency and heads digital media along with business head role on Pinnacle and Marico client. Contrary to the regular belief, Shekhar informed that clients have always been curious and interested in investing in digital.“Only thing brands have struggled to identify is – what is digital going to do for my brand. They have done it when it is very well defined.”
He further talks about a 2005-06 campaign with Parachute Advance that fetched the agency the coveted Yahoo Big Chair award for best integrated campaign where digital was at the core of the idea. “At that point of time we had created this campaign with a website, followed by social legs while there were no social platforms. That has been an interesting journey so far on digital.”
In this first part of the video conversation, while Shekhar has shared his thoughts on the digital evolution in the country he also talks about growing up in Varanasi, memories from MICA and why he always wanted to be a part of the advertising world.