Bindu Mohanan Nair

D-6023/3, Vasant Kunj, New Delhi

 - 9999623666
e-mail – bindu1may@gmail.com

12 years of cutting edge experience in Strategy, Consumer Insights, Communication

development, Media, Public Relations and Marketing operations that has helped in building
sustainable and strong brands that embrace consumer needs, technology, innovation and
business.

WORK EXPERIENCE

Organisation: Virgin mobile

Designation: Dy. General Manager
Time period: July 2007 till date

Key Responsibilities : Brand, Marcom, Media, PR and Marketing operations (CDMA and GSM)

Strategic Sphere :
Create, Launch and Enliven the only youth focused mobile services brand
• Brand launch in the country - Craft the Brand vision, Architecture, Positioning, Tone of
voice, Visual Identity, Brand and Application guidelines. Managed the launch of the brand
in both CDMA and GSM technologies
• Instill the Brand thought and culture through series of training for external and internal
partners
• Articulate the business plan and implement Hatke campaigns in a 360 degree manner that
are centered around strong selling propositions and help build an aspirational image for the
brand
• Explore new social areas and insights that resonate strongly with youth and where the
brand can tread so as to generate disproportionate awareness
• Give the Brand additional pegs by identifying right celebrities and using them effectively

Maximize marketing leverage to improve the bang-for-the-marketing-buck

• Develop and manage the annual operating plan by creating comprehensive
media strategies and a robust measurement metrics to ensure optimal ROI on all
investments
• Partner with agency teams to drive media briefing, strategy development and the overall
planning process
• Effective & Efficient use of media and ensure additional value adds and better deals

Make the best use of PR as a buzz generating tool

• Create strategic messaging board for the organization and support it with new and relevant
information on an ongoing basis
• Develop a segmented PR program which allows for on-going and focused visibility for the
organization, suite of products and spokespeople
• Organize hatke press conferences and events that allow for unique brand experiences and
spreads positive word of mouth amongst media
• Keep a check for any negative PR
Operational Sphere :
• Core team member of project planning team responsible for the launch of the brand in the
country in CDMA and later into GSM
• More than twenty five, 360 degree integrated campaigns handled so far. In addition to
these, 2 campaigns conceptualized, designed and created only for the digital media
• Manage a network of 4 key agencies – Creative, Media, PR and Events
• Set up the standard operating procedures for seamless execution, interactions and
financial management amongst various functions within ATL team
• Scan the business environment on a continuous basis to identify, analyse and capture
market trends and demands

People aspect : Core team of 7 people

• Lead the team on end to end campaign planning and execution
• On the job coaching and mentoring to achieve higher quality output
• Create achievable team and individual objectives and key performance indicators
• Guide the team to be adequately trained in both functional and behavioral aspects on a
regular basis

Achievements:
• 95% awareness and 65% consideration in a span of 8 months with less than one-tenth the
category spend (awareness and consideration achievement tripled the initial target)
• Ranked as the 15th buzziest brand by afaqs, 27th most trusted brand by Brand Equity survey
in the very first year of launch
• Brand launch event and creative campaigns made it to the Cannes final short list in 2008
and 2009
• GPRC ad rated as the best TV ad for the year 2009 by Brand Equity
• 7 Abbys in 2009, Silver and Bronze Effies in 2008 and 2009, AME and Jay Chiat awards in
2009
• Youtube ratings range between 4-5 for all ads
• Launch PR event generated coverage worth Rs. 17.6 crores (more than 25 times the event
investment)
• Best digital campaign awarded for Indian Hatke league a unique online IPL based site
• More than 100 films produced and created for digital media at a very nominal cost for IPL3
which in a span on 1 week has received more than 50K tweets, 65K youtube hits and 2lac
website views

Organisation: Reliance Communications

Time period: August 2004-June 2007

Sphere of work :
• Responsible for assisting the top management in new business strategic planning - devise
alternate growth strategies, assist in mergers and acquisitions
• Responsible for managing strategic brand planning
• Synthesize various business metrics, industry data, competitive approaches to arrive at the
most effective GTMs

Key Business Projects :

• Strategic Projects : Reliance “ Hello” Launch, Initial Strategic inputs for alliance &
acquisitions, SWOT Analysis : Reliance Mobile Vs Competition, Defining the Marketing KRAs
in a measurable manner
• New Segment Opportunity : Launch of “Classic” to additionally tap the growing second
hand handset segment with focus on SEC C,D,E and Rural
• Brand planning : Identify key consumer insights that will drive brand preference,
Communication Development and Pre-testing, Evaluate creatives and arrive at action plans
to improve creative cut through and media efficiency, Brand performance analysis,
Evaluate spend effectiveness of ATL and BTL activities at a circle and national level
Organisation: IMRB International
Designation – Project Director (Quantitative Research)
Industry handled - Telecom, Financial services, Durables & FMCG
Time period: July 2000-July 2004

Sphere of work :
• Taking research briefs, defining research problem and design, costing and budgeting,
designing data collection instrument, interpretation of data and making presentations to
the Client
• Turning consumer insights to strategy presentation
Strategic projects:
• Set up the largest advertising tracking project for Hutch/Orange in the country
• Market Segmentation research
• Communication Evaluation (pre – tests) (Millward Brown Link model)
• Brand Tracking Studies (Millward Brown - ATP )
• Brand Equity Research (Millward Brown International's Brand Dynamics (BD)
• Usage & attitude studies (including multi-country studies)
• Compliance evaluation (at a retail level) research
• Set up and executed one of the largest multi city and circle level ATP study at IMRB
International

Clients worked with – Hutch, Kodak, Godrej, Prudential ICICI

Organisation: Thomas Cook India Ltd.

Designation – Ast. Manager – Forex (marketing operations)
Time period: March 1999 -July 2000

Sphere of work :
• The responsibilities involved understanding various requirements of the customers -
corporate, travel agents and walk in customers and servicing them
• Promote various TCIL products and services to customers as appropriate

Educational Qualifications :
• Post Graduate Diploma in Business Administration from SIES college of Management
studies in the year 1998 with specialization in marketing
• Graduation in B. Sc Physics from Gujarat University in the year 1996

Other Details :
• DOB – 1.5.76
• Languages known – English, Hindi, Gujarati, Malayalam