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Anil Prabhu
Class of 2011
Marketing Manager, Star India Private Limited
Previous Occupation: Media Manager, Asian Paints
Present Occupation: Marketing Manager, Star India Private Limited
Sector: Media and entertainment
Work Experience: 7 ½ years
Interests:
Professional: Branding, social media and UI/UX design
Personal: Basketball, music and photography
Can you tell us a little about your family background/ history?
I was born in Mangalore, Karnataka and have lived in Mumbai ever since. I completed my undergraduate studies at RA Podar College of Commerce, after which I pursued an MBA degree from Mumbai University. My father holds a Ph.D in Chemistry and is a pharmaceutical consultant, while my mother is a homemaker. My wife of two years has a postgraduate degree in psychology and works in the field of marketing communications for a leading digital agency.
Briefly describe your personal and professional achievements (including recent awards/ special projects).
A rural marketing and activation project that I worked on for the Star Network was recently recognised in an internal Star Network awards ceremony as one of the best projects of 2012-2013. I consider my rural marketing stint as a very enriching and rewarding experience, both personally and professionally. It gave me a deep understanding of marketing at the grassroots level and also helped to strengthen my skills in the industry. From thinking on my feet, to managing crises and travelling in rough conditions, this marketing experience was truly an inspirational time.
Tell us about your profile pre-ISB, and recap your professional life after ISB, including your career progression.
Prior to ISB, I worked in advertising as a Media Buyer and Planner and spent close to three years working in agencies such as Lodestar Universal and Mindshare on some key accounts like Tata Indicom, Amul and Hindustan Unilever (HUL), and two years in Asian Paints as a Media Manager.
Post-ISB, I have been working in Star India as a Marketing Manager. I began my career at Star Plus as a Marketing Manager for non-fiction/ reality shows. After nearly 18 months at Star Plus, I moved to Star Network where I was involved in one of the largest rural activation projects to promote Star’s various channel offerings in rural India. After spending nearly eight months in rural India, I moved to my current assignment, where I am the Marketing Manager for our subscription-based premium online sports destination − www.starsports.com.
Describe your fondest memory of ISB.
My fondest memory of ISB involves working with my study group on the Eastman Kodak case. Being the first case study we discussed in a B-school, all of us in the group were eager to put in our best efforts to solve the case, which ultimately led us to stay up all night and submit the case at 5 AM in the morning!
In your personal life, how have you changed post-ISB? Do you see yourself doing something differently because you went to ISB? What has left a lasting impression?One year at ISB has definitely broadened my horizons. Rather than take a marketing approach to solving business problems, I have learned to take a holistic view of a brand’s business and approach problem solving in a much larger strategic context. The lessons I learnt at ISB are definitely helping me manage change in a volatile and uncertain business scenario.
How do you think ISB has contributed to your career growth?
Before ISB, I always felt that my career opportunities were limited because of the lack of a prestigious MBA degree. An ISB degree has definitely helped me in exploring a lot of opportunities that match my preferences and skill set.
If you have to sum up ISB in one word:
Enriching.
What was the main highlight of your programme at the ISB?
The main highlight of my programme at ISB was being educated by some of the finest professors from the top business schools in the world.
Word of advice for the current class?
Never stop learning! ISB is just the start to a wonderful, exciting and never-ending journey of acquiring knowledge and making new friends.
What was your favourite course/ class at ISB and why?
Hands down, the Strategy course with Professor Prashant Kale, which was the only class I really remember anything from! I still vividly remember the first case − Pepsi vs. Coca Cola − that was discussed in this class. Professor Kale’s immersive style of teaching helped me understand all the core principles and theories of strategy.
Was there anyone during your time at ISB who acted as a mentor for you? Tell us a little about this relationship and why it was valuable.
I was very fortunate to have had an excellent study group and set of friends at ISB, who at different points in time have guided me and taught me something valuable and unique. Whenever I grappled with difficult concepts, particularly in finance and operations, I could always rely on my study group and friends to help me comprehend those concepts.
What are the areas in which you can contribute to ISB?
In the past, I have interacted with and guided PGP students who are looking to build a career in the Indian media and entertainment industry. I would be happy to help in candidate interviews and résumé review sessions for new ISB batches.
What do you enjoy most about your current career position?
My current position at Star gives me a lot of freedom to learn and navigate the complex world of digital technology and marketing. As a Marketing Manager for starsports.com, I face new challenges almost every day, due to the dynamic technological environment and ever-changing consumer preferences.
What is the next new thing in the industry or vertical you are working in? Any trends that you can see?
The next big thing in my industry is digitisation. The mobile revolution has fundamentally changed the way consumers search and consume content. The increase in the penetration of low-priced smartphones and improvement of mobile infrastructure (the highly anticipated pan-India 4G rollout should happen by the end of this year), will see more people adopting the mobile phone as their “second screen”. I believe the second screen phenomenon is the thing to watch out for!