Editor note: In an ongoing series, INMA is profiling our most engaged members — our super fans — to give members a chance to learn more about each other. Today we profile Rituraj Dasgupta, head of ABP One ABP Pvt Ltd in Mumbai, India.

One of the craziest projects Rituraj Dasgupta, head of ABP One in Mumbai, India, recently executed was a campaign for a fashion brand during Durga Pujo — one of India’s largest festivals. “This brand had been associated with us, and the approach was more traditional than dynamic. A key deliverable was consumer participation in a specific time period,” he recalled.

“During COVID-19, I was convinced that digital was a route which needed to be enhanced to deliver the objectives of the campaign. We introduced a heady media mix of print and digital, and it exceeded what we had set out to achieve. This was a great learning exercise as well as validation of a culture shift for us.”

INMA recently caught up with Dasgupta to learn more about him.

INMA: What big lesson have you learned over the past couple of years that helped shape your plans for 2023?

Dasgupta: The first lesson I learned as a print marketer is that the sustainability of print advertising has to complement in whatever manner to ensure revenue influx. Print advertising in itself has long been facing headwinds from other mediums. At one point TV was the first preference, but COVID-19 has accelerated the digital boom like a tsunami. Brand marketers today have many options to choose from — digital, TV, print, and so on.

This is where I feel the need and competency to execute an integrated campaign using multiple mediums as one’s arsenal. It not only ensures higher revenue generation but a well-executed campaign always goes a long way in customer retention and recall value. This learning, along with imbibing digital marketing in our scope of work has helped us to tide over the last two years and come back stronger and execute campaigns of similar or larger during pre-COVID-19 times.

INMA: If you had your career to do over again, what would you want to know in the beginning?

Dasgupta: Astrology — kidding! I began my career around 2002, and exposure to futuristic trends was scarce. I think the only thing we did not understand was the full gravity of this digital boom that would take over in the coming decade or so. For some, it was just a bubble, including me.

However, I think in today’s context what I would have expected or valued more was cross-media exposure, and understanding every aspect of the media business. I am fortunate enough to do that today in my many roles over the past two decades but not many get that chance. I do consider myself lucky to have gotten those opportunities.

INMA: What makes you excited to get out of bed in the morning?

Dasgupta: The dynamism of the media industry is both exhilarating and challenging and the anticipation of what’s coming my way every day, drives me. Even after so many years, every day comes as a new learning day, and that’s the passion we bring into our execution of any and all ideas when we make a pitch. We create opportunities for our clients through ideas and innovation, and that’s where the idea comes to life.

INMA: What success within your company are you most proud of right now?

Dasgupta: The greatest success I am proud of is that of my team. They have worked tirelessly through the year, upskilled themselves, experimented, failed, got up, and dusted off. They kept trying again and again until they succeeded. There is nothing that makes me more proud!

INMA: What’s the biggest lesson you’ve learned in your career?

Dasgupta: Without sounding too preachy, the biggest lesson I have learned in my career is to keep my options open all the time. You never know when you’d need to shift gears, and if you are rigid about things, then you will hit a wall. It’s AAA for me — agility, adaptability, and acceptability that have always helped me maintain and grow in this industry.

INMA: What do you do to relax?

Dasgupta: I get to spend quality time with my 6-year-old daughter. We talk, listen to music, build Legos, and prank her Mummy. Also, Netflix and chill!

INMA: If you hadn’t gone into news media, what was your backup plan?

Dasgupta: Honestly, none! But then again, I was ready to go with the flow. And I am thankful to have had some of the most amazing mentors in my career who have taught me so much and guided me through this journey. 

INMA: What is your favourite thing to read?

Dasgupta: Newspaper. Honestly. People are losing the habit, but I still need my daily dose of morning news. Other than that, I like to read biographies of the people I admire.

INMA: What do you find the most challenging/interesting about the news media industry right now?

Dasgupta: The most interesting or exciting thing for me is to see how the media landscape continues to evolve rapidly. Marketing to audiences has taken a quantum leap and media is playing myriad roles in its success. There is so much to learn and implement — couldn’t have come at a better time.

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