Industry POV

Ad land's Young Guns: Krishna Mothey, iProspect India

21 Feb 2017

With an overall 10 years of work experience in the industry, Krishna Mothey, AVP – New Business, iProspect India, is a digital marketing expert who has worked across all the digital domains such as media planning and buying, SEO, SMO, analytics, so on and so forth. He has been with iProspect India for around 6 years. His core responsibilities include new business initiatives and creating digital strategies for new and existing clients. He believes data and technology will lead the advertising world in the future. 

Having been introduced to the digital space at an early age, he has previously worked for different clients not just in India, but also globally through his past stints at Infinitus eMarketing Solutions and Lycos Internet. Mothey has also been a founding member of the online gifting startup, Giftingnation. 

What does it takes to climb up the ladder in advertising? Here’s Krishna Mothey in his own words... 

How did you get into the role you are serving?
Back in 2002 when digital was still in its nascent stage, my brother was toying with the idea of starting a digital agency along with a couple of his friends. It was then, while supporting him that I realised that digital media has immense potential and will only rise in the years to come. We co-founded our first digital agency, Infinitus e-Marketing Solutions, where we were servicing clients in the US. A couple of years later, we had to shut shop as digital was big there and clients were expecting a local resource which made things difficult for us. Post that I came across iProspect India (Formerly known as Communicate2) and there was no looking back. I have juggled across multiple roles right from Paid Media, Social, SEO, Analytics, etc. I realised that only when I know the operations in and out, will I be able to truly create digital strategies for clients and pitch to them. It’s been close to 7 years with this awesome team – my love for digital, data, innovation and iProspect India has made me what I am today. All I can say is digital is just getting started and you will see a major shift soon. 

What particular skill sets do you think you bring to the table?
I am Batman! I would love to call myself a multi-talented guy. Love all things digital, but I would say my expertise lies in Paid Media, Organic Media, Content Marketing and Analytics. Earlier, possessing particular skill sets used to be the norm, but now we need to be adaptive to the changing requirements of the industry, clients and people. Data, Analytics and Tech get me high. I love to be agile and disruptive as this is what will be your wild card for survival. 

One campaign that you have worked on that you are particularly proud of? Please take us through the making of the campaign.
There are a couple that I would like to highlight – one for ICICI Home Loans and the other for ICICI Lombard. For ICICI Home Loans, the objective was to increase home loan disbursals, which we increased by almost 25 per cent. This was done by effectively mapping the customer – right from the time he clicked the ad to the time the entire process was completed. With this data we were able to optimise the campaign effectively. For ICICI Lombard, we came up with a content/ creative strategy for their travel insurance product. A survey was undertaken, wherein we realised that most people are not aware that travel medical insurance was necessary when you travel to Schengen countries. Most of the people used to end up buying it at the last minute. We developed a completely independent strategy for Schengen countries, where we had a first mover advantage and saw our numbers going up by 10 per cent. 

While working on the creatives how do you prepare yourself? What goes on in your mind?
Voila! I was just wondering where the creative piece got lost. The process is to first understand the story of your business, goals and objectives. After which, it boils down to who your target group is and what are they looking for. The overall goal of any brand is to effectively communicate to the public. What you choose to is up to you and it’s where you get to be creative. The final puzzle is how you choose to deliver it to the public. A creative strategy is your brand’s bible. Developing and effectively implementing this crucial aspect of your business is of the utmost importance. 

Icons in advertising you look up to and how they have influenced you and your work?
Some of the personalities that have influenced me are David Ogilvy, Bill Bernbach, Drayton Bird and Rand Fishkin. Their work is exceptional, especially their quotes have had an everlasting impact on me. I was fortunate to meet with one of them – Drayton Bird. 

What are the five most productive things that you do in your everyday routine?

  1. Organise and map out my day. Eliminate all the decision making/ important tasks in the morning, making the day top heavy.
  2. I love to read. Healthy breakfast and reading are a must for me.
  3. Me time is important, where I disengage from my daily routine and give myself a break.
  4. Chat up with family and friends.
  5. I’m passionate about writing. So I ensure I set aside some time in the day for the same.

Do you think a career in advertising is a viable one in the long term?
Sure. As long as you are determined and passionate about what you do, everything you do will have a future. 

What does it take to succeed in a career like advertising?
This industry’s dynamic nature and drastically changing pace demands great agility. Technology advancements and related trends that are invading the digital industry, so it’s crucial to have the ability to adapt and unlearn to learn. 

What would be your advice to youngsters planning to enter this industry?
Think. Create. Innovate. Have an open mind, never limit yourself – this world comes with endless possibilities. 

Where do you see yourself in five years’ time?
In 5 years, I see myself taking up more responsibilities and adding new skills to my kitty, enabling me to create some innovative strategies and products. 

Is there any agency/ organisation that you would like to work with in the future?
I am extremely happy and satisfied with where I stand today. I would love to explore industries like Fintech, Automobile and Robotics in the future.

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