Harold Paul.CV

Residence: B-602, Ambika Apartments, Mahakali Caves Road, Andheri East, Mumbai – 93 Mobile: +91 9820401734 | Email: [email protected] | DOB: May 31, 1982

H A R O L D P A UL

An MBA (Marketing) with a decade plus of work experience spread across leading players in Radio, Television & Print

sectors of the M&E industry. I am passionate about creating media solutions that have a higher propensity to sell and about

creating quality conversations that benefit the organization I serve and the client community.

PROFESSIONAL EXPERIENCE

HT MEDIA LTD MUMBAI

Designation: Assistant General Manager (Department: Brand Promotions) Aug 2014 onwards

KEY RESPONSIBILITIES:

Lead and grow the corporate business from 11 core categories of the West market by creating branded content led solutions and

initiatives for various brands. While the core function is revenue generation, 70% of my time is devoted to identifying items

from client news feeds that could be accentuated with the use of paid advertorials. I help in creating mock ups that tell the story

better and hence create a higher opportunity for a business closure

MILESTONES:

Cracked the Godrej Masterbrand campaign brief by proposing & facilitating an edit series that involved celebrities

talking about the various problems that the product categories addressed; Revenue garnered was 55 lakhs

Created & led the pitch for a 4 full page décor special for Asian Paints’ group brand positioning exercise under the

umbrella of Asian Paints Beautiful Homes; Revenue garnered was 50 lakhs

Conceptualized & pitched specials for day specific brand linitiatives viz. Women’s Day for Godrej Brand Campaign,

Independence Day for ZEE Zindagi & Clean Delhi for Asian Paints; Revenue garnered was 45 lakhs

Conceptualized & pitched format plus product ownership specials for various brands viz. Flap for Zindagi relaunch,

Listings for Best Deal TV & New on the Block for Fiat & LYF Phone; Revenue garnered was 40 lakhs

Converted the Auto EXPO 2016 as a revenue generating opportunity by pitching in its importance from a lifestyle

content point of view; Revenue garnered was 25 lakhs

Created content specific solutions for lifestyle category of clients under a special feature “Beautiful Homes”, these

were customized to brand campaign communication; Revenue garnered was 20 lakhs

STAR INDIA PVT LTD MUMBAI

Designation: Sales Manager/Group Head (Department: Sales, English Cluster) Mar-13 – Mar 14


Revenue generation through FCT & Sponsorship Sales for the West from 5 key verticals viz. Telecom, Retail, Personal

Accessories, Furnishings & Real Estate for STAR Movies and STAR Movies Action.

MILESTONES:

Initiated and closed the Presenting Sponsorship for STAR Movies Diwali Premiere “Life of Pi” with Idea Cellular,

this was the first time a telecom client had come on board for a Presenting Sponsorship since Reliance Telecom for

AVATAR in 2011; Revenue garnered was 90 lakhs

Closed the first FCT deal for India’s first English Action Movies channel STAR Movies Action with NISSAN India

Converted the Telecom category into the highest revenue contributing category in the West after FMCG, the

category contributed close to 3.5 Crores between the 6 months from April 2013 to December 2013

Closed an Idea Cellular FCT deal worth 3.4 Crores for the fiscal 2013-14, this was over and above the “Life of Pi”

Presenting Sponsorship deal

Managed a rate hike on all Prime time inventory rates of key accounts viz. Vodafone, Idea Cellular & TATA Sky

Retained all major clients of Personal accessories for the fiscal viz. Forevermark, ORRA International

mailto:[email protected]


DB CORP LTD (RADIO DIVISION) AHMEDABAD

Designation: Group Manager to Branch Head Oct-08- Dec-12


In addition to managing the Branch I was responsible for creating and stabilizing revenue streams for Ahmedabad’s No. 2 FM

Radio station that faced strong competition from 4 other players who had both the marketing might and the share of voice to

out shout us. I was also responsible for the revenue and product strategy for the branch that involved creating IPs that would

help us generate maximum revenue and also strengthen our product standing in the IRS

MILESTONES:

Established MY FM as the only station that provides jingle based messaging for all radio campaigns. I personally

spearheaded this initiative in Ahmedabad which was later propagated nationally as a distinctive sale pitch. We

mobilized creative and production resources to give us jingles that reflected client brand values, from Ahmedabad

alone, 7 clients came on board thanks to the “jingle strategy”; Revenue garnered was 1.5 Crores

Brought on board metro market focused clients by devising B2B communication centered around the strengths of

India’s Tier II & Tier III markets (which is where MY FM operated), the wins included Amul, Adani Wilmar, the

erstwhile Paras Pharmaceuticals, Zydus Cadila, & Reliance Industries Ltd; Revenue garnered was 80 lakhs

Conceptualized BTL events for DB’s Private Treaty Clients (Clients who had lent equity to the Bhaskar group in

exchange of media inventory) to create the single largest category of spenders across India, these included Cambay

Wedding Fair, Timbor Kitchen Queen & Timbor Women of Substance; Revenue garnered was 75 lakhs

Converted big ticket clients on the back of creating radio specials around their TV campaigns, Fortune “Har Maa

ke Dil Mein” was one such concept which I had created, pitched & closed with the client & Triton, Mumbai, this was

the single largest RO received in the FY 2010-2011; Revenue garnered was 25 lakhs

ENTERTAINMENT NETWORK (I) LTD (RADIO MIRCHI) AHMEDABAD

Designation: Account Manager to Sr. Account Manager Sep-05- Sep-08


Responsible for the corporate business vertical of Radio Mirchi’s Ahmedabad station, the city’s first ever FM Radio frequency.

Radio is a hard sell medium, hence the best packaged and presented solutions always win the buck for the organization, some

of my wins below were sealed on the basis of ideas which I had created after a thorough understanding of the client brief.

MILESTONES:

Launched India’s first electric 2 wheeler brand Yobykes (Electrotherm India) through a specially created BTL + ATL

special “Mirchi Bajao Yobykes Chalao” across Ahmedabad, Pune, Jaipur & Indore markets. This was the first such

activation done for an auto brand across Radio Mirchi nationally, from creating copies for the promos to ideating on

the type of games to be played on the canter activation, the activity was single handedly managed by me by regular

interfacing with the client, media agency & BTL partners; Revenue garnered was 25 lakhs

Conceptualized and executed the first ever media roadblock on Radio Mirchi’s Ahmedabad station for the Reliance

Mart launch & Radio Mirchi’s Kolkata station for the Only Vimal Durga Puja campaign. For the former 100 plus

radio spots and 50 ad bumpers with different messaging propositions were created, for the latter 40 plus radio spots

where created, this was the largest 3 day billing in Radio Mirchi’s operations for the fiscal 2007-08, this also inspired

the roadblock on Star Plus when Hutch was replaced by Vodafone; Revenue garnered was 20 lakhs

Created a market-specific festive-specific IP for Adani Wilmar’s “Fortune Kachhi Ghani” brand of mustard oil in

Kolkata market during Durga Pujo. The activity “Fortune Ranna Gharer Rani” (Bengali for Kitchen Queen) was a

recipe contest wherein 5 shortlisted recipes selected from over 100 recipes received through IVRS & Drop boxes were

made in mass quantities at a location for our listeners to come, taste and vote for the top 3. The activity saw over 500

listeners turning up to taste these recipes and saw considerable traction for the brand, the event involved managing

local station teams along with a third party event manager; Revenue garnered was 15 lakhs

Created the first on air singing contest for CERA Bathware titled “Mirchi Cera Bathroom Singer”, the entries were

collected through the IVRS after which the final 5 entries where packaged as 1 minute long promos asking our

listeners to vote for the top 3, the format was an industry first, the whole concept was conceptualized and executed

single handedly by me; Revenue garnered was 6 lakhs



INDIAN INSTITUTE OF MANAGEMENT AHMEDABAD

Designation: Academic Associate/Teaching Assistant Apr-05- Aug-05


Responsible for Grading of 2 courses viz. Written Analysis & Communications – I (WAC-1) and Managerial Communications

I (MC 1) for the batches of Post Graduate Program (PGP), Post Graduate Program – Agri Business Management (PGP-ABM)

& Fellowship Program (FPM). Was also responsible for conducting sessions around 2 areas viz. “Differences between British

& American English” and “Logical Fallacies” as part of the preparatory programs for the batches in the first year.

MILESTONES:

Section D from PGP I (batch of 2005-07) graded the highest number of A’s in 2 consecutive WAC Case studies

PROFESSIONAL QUALIFICATION

National Institute of Co-Operative Management, Gujarat University GANDHINAGAR

Master of Business Administration (First Class) 2003-2005

Major: Marketing

St. Xavier’s College, Gujarat University AHMEDABAD

Bachelor of Science (First Class) 1999-2002

Major: Chemistry

REFERENCES

Hitesh Sharma, Executive President, Brand Capital (BCCL)

Girish Huria, Head of Communications, eBay India

Rohit Macarius, General Manager, Bennett Coleman & Co.

Celita Kizilbash, Former head of English Cluster Business, Star India Pvt. Ltd

Mayuresh Wadke, Associate Vice President, Marketing, Star India Pvt. Ltd

Dr. A.F. Mathew, Associate Professor, IIM, Kozhikode

Srinivasa Shenoy, Managing Director, Perspecta Associates LLP

Mitesh Desai, Head, Brand Solutions, HT Media Ltd


Harold Paul.CV

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