Vikramjit Roy

Education and Work

College: MBA from Calcutta University and BsC Economics from Presidency College Calcutta.

Current Employer: Mumbai Mantra

Position: Head Marketing Promotions

Time Period: 2008

Location: Mumbai

Description: Responsible for creating and developing the Corporate Logo of Mumbai Mantra along with the Positioning Statement for the Company.

• Project Head for Regional Films - green lit 2 Bengali films (Antaheen : Rs 16 million, Shukno Lanka: Rs 18 million) and 1 Bhojpuri film (Hum Bhaubali Rs 14 million) as of now.

· Key member of “Sankalan”, a unique “Script Lab”, wherein an opportunity is given to to a select few to develop their ideas and concepts into full blown scripts that eventually will be greenlit by the company.

· Generated Rs 90 million worth of media (Print and TV) for our first Hindi film “Sorry Bhai” through Media Alliances, Roadshows with Talent and Promotional Tie-Ins (Lakme India Fashion show) with Multiplexes and spearheaded the Marketing campaign for our first Bengali film “Antaheen”.

Past Employer: Sony Pictures India: 1997 - 2008

• McCann Erickson India: 1995 - 1997
• Maverick Marketing: 1991 - 1994

Position: 2005 - 2007 : Head Publicity, Media Promotions & Talent at Sony Pictures

• 2003 – 2004: Manager Publicity at Sony Pictures
• 2001 – 2002: Manager Operations at Sony Pictures
• 1997 – 2000: Assistant Manager Marketing at Sony Pictures
• 1995 – 1997: Senior Account Management Executive at McCann Erickson
• 1992 – 1994: Entrepreneurial Experience at Maverick Marketing

Time Period: from above

Description:

ACHIEVEMENTS AT SONY PICTURES

• Secured multi media deals worth Rs 30 million for “Saawariya” through tie-ins with ‘Aajtak’, ‘CNN IBN’, ‘Rediff.Com’, ‘Channel V’ and ‘Dainik Jagran’. Generated more for than Rs 10 million in media deals for Hollywood titles – “Ghost Rider”, “Pursuit of Happyness”, “Perfect Stranger”, “Vantage Point” through a tie-in with ‘Times Now’ and and worth Rs 30 million for “Spider-Man 2”, “Spider-Man 3”, “Casino Royale” through a tie-in with the CNN IBN Network.

§ Spearheaded multi-media PR campaigns for blockbusters viz. “Saawariya” – (total media value – Rs 250 million) “Spider-Man 3” (total media value – Rs 50 million), “Casino Royale” (total media value – Rs 50 million), “The Da Vinci Code” (total media value – Rs. 60 million), "The Incredibles" (total media value – Rs. 30 million), "Spider-Man 2" (total media value – Rs. 20 million), "Terminator 3" (total media value – Rs.10 million), "Spider-Man" (total media value – Rs.10 million) and for niche products like M. Night Shyamalan's "The Village" , "Monsoon Wedding” and "Bend It Like Beckham".

• Managed and executed the much anticipated debuts of two new stars – Ranbir and Sonam Kapoor in “Saawariya” through a nation wide talent tour involving key Multiplex Chains thereby building grassroot connectivity between talent and audiences and media.

• Played a key role in managing talent and artist relationships - Shahrukh Khan in "The Incredibles", Andy Tennant director of "Hitch", Gurinder Chaddha director of "Bend It Like Beckham" and "Bride and Prejudice", Mira Nair in “Monsoon Wedding”, Sanjay Leela Bhansali in “Saawariya”, and Will Smith (during his visit in India).

· Demonstrated leadership skills during the crisis surrounding the release of “The Da Vinci Code” and effectively managed the Media and the Government Agencies to the Company’s advantage, resulting in the release of the film in India. Liaised with the Supreme Court and High Courts / Government Agencies / Public Interest Groups in Maharashtra, Delhi, Tamil Nadu, Andhra Pradesh, Kerala and Punjab to put forth Sony’s perspective on the film.

• Co-opted key Multiplex Chains (PVR, INOX, Fun Republic, Cinemax) and topline retail chains (Pantaloons, Westside, Café Coffee Day) to develop grass root level multi-media campaigns for brand awareness and increasing ticket sales for our films.

• Actively involved in the Marketing Campaigns for at least 300 films from the year 1997 to 2007. This includes launches of mega Hollywood brands like “Spider-Man 3”, “Spider-Man2”, “Spider-Man”, “Casino Royale”, “Crouching Tiger Hidden Dragon”, "Jerry Maguire", "Men In Black", "My Best Friend’s Wedding", "Stuart Little", "Godzilla", “The Incredibles”, “Chronicles of Narnia”, “Pirates of the Caribbean”.

§ Increased media penetration to cover 93 Magazines (from 69 in 2004), 15 websites (from 7 in 2004), 135 Newspapers across 8 major cities (Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Ahmedabad) and 50 TV Channels (Categories - News, Music, General Interest, Movies, Business, Sports and Regional networks) and generated space for our films.

• Designated as the official spokesperson of the company and presently recognized as an Industry spokesman by the Media and have represented Sony Pictures at various Committees in CII, FICCI and The Film Producers Guild.

• Key member of the teams that launched Consumer Research, Rural Marketing and Distribution and 24:7 intelligence model to track Box office collections used for sales tracking and analysis.

• Successfully completed and established the supply chain system for the dubbing of films viz. "Men In Black", "Crouching Tiger", "Hollow Man", "Vertical Limit".

ACHIEVEMENTS AT McCANN ERICKSON

• Successfully worked on Brands viz. General Motors (Rs 150 million), Cathay Pacific (Rs 10 million), BPL Mobile (Rs 50 million), ESSO (Rs 50 million), Columbia Tristar Film Distributors International.

· Actively involved in the formulation and implementation of the "Opel Astra" launch campaign, and the launch of the "Opel Astra Club".

• Selected by McCann for a secondment at BPL, Cathay Pacific and Sony Pictures to understand client’s requirement and enable the Agency to develop an effective campaign for the Client.

ACHIEVEMENTS AT MAVERICK MARKETING

• Successfully established a retail network for Elysium Cosmetics by making regular representations and creating loyalty programme.

• Played an important role in increasing in-store footfalls and sales of Bengal Confectioners through effective Local Area Marketing programme aimed at households, schools, offices located around each key outlet.

• Identified Corporate to provide employment opportunities to the students of The Welfare Society for the Blind and achieved in securing donations from Institutions to start several in-house activities.

• Devised and implemented a successful rural marketing initiative for Joy Ice Creams covering key districts of West Bengal.

• Helped Spansa to consolidate its business relationship with Japanese export houses Mitsui Inc, Mitsubishi, Fuji by creating awareness of the various services offered through direct pitches and mailers.