SURENDER THAKUR

A passionate leader and performance-oriented professional with 22 years of rich and varied experience in monetizing audience touch-points through Media Sales, Concepts Selling, Brand and Content Integration & Sponsorship / IP Selling with key focus on business growth through revenue generation and P&L Management. Rich experience in Live Business, Radio, Print, Digital, Podcast

• Innovation Award and Highest Revenue Contributor Award in Radio and Digital across all stations of HT Media for FY 19
• The team effectively brought on board 15 brands to Vh1 Supersonic during the second season following the pandemic, marking a doubling in comparison to the previous season. This accomplishment significantly contributed to a remarkable 25% increase in revenue compared to the preceding season.
• Achieved the highest revenue ever recorded in the history of Vh1 Supersonic during season 9 of the festival.
• Spearheaded the creation of bespoke Intellectual Properties (IPs), curating exclusive experiences tailored for esteemed clients such as Pernod Ricard (Jameson Connects) and Casio G-Shock (Shock the World). These customized IPs not only amplified brand engagement but also demonstrated my capability to conceive distinctive and impactful events.
• Drove the expansion of revenue channels by offering branded content solutions to brands across various sectors, while also integrating Viacom 18 assets (Television, Digital, OTT, etc.) into the mix of brand solutions.
• Implemented influencer and artist-led activations for brands seeking to engage with artists and influencers attending and promoting Vh1 Supersonic.
• Elevated the Kids IP business by orchestrating Masha & The Bear Live Musical for the Indian metro audiences. Surpassed the established targets for sponsorships and ticketing revenue. Additionally, developed extensions of the IP (Happy Hub) to cater to brands (Club Mahindra, Fenesta, Dough re Mom etc.) seeking to engage family audiences.
• Spearheaded the Digital first IP ‘Yoga Boot Camp’ and made successful by getting exclusive sponsors on board. Highest IP Revenue in the HT group with 30-35% Profit Margin
• Conceptualised & monetized one of the most successful projects during the Covid-19 pandemic. A Digital First IP ‘Bounce Back Bharat’ Radio’s very first E-Conclave. The initiative was well appreciated & accepted by both Advertisers & Audiences alike, helping us realise the highest revenue in the industry.
• Got Maximum Long-term deals from different categories across all sectors ex LIC, SBI, ICICI, UTI ICICI Lombard, Lic Housing Finance, Allied Blenders, Ray Ban, Paytm, Mahindra, Soda, Audi, Tata Motors
• Instrumental in creating successful category specific IPs across various genres– ‘Get Some Sun –Travel’, ‘Square Feet –Real Estate’, ‘Platinum Class-Entertainment’, ‘Bounce Back Bharat’ and ‘Yoga Boot Camp –Digital’, ‘Forever Rock Tribute Nights-Music Led’‘Foot Ball & More’
• Got on board new clients, non-advertisers by Brand Solution approach/Branded Content. ‘UTI -Swatantra’, ‘Visa- Reimagine India’, ‘LIC- Mickey Mehta Health Tips’, ‘Tea Society called India –Society Tea’, ‘Step Out with Book My Show’, ‘Skoda –Better made better hour’, ‘ICICI Lombard Don’t take chances’. All the Advertisers were exclusive, helping generate revenue to the tune of 3.5 Cr
• Successfully Initiated Sales & Marketing Tie ups for Events Live Concerts - Bryan Adams, Guns and Roses, One Republic, Music Events Like EVC, Time Out, Supersonic, Theatre Plays, Food Festivals, Spoken Fest, TEDx Gateway leading to new revenue stream with total 110 exclusive Event associations in span of 2 years.
• Ensuring profitability Year on year and growth with Sales team retention of 95%.
• Instrumental in starting with Influencer led approach with RJ from across stations, influencer from Travel, Fitness Health &Wellness, and lifestyle category. Leading to additional revenue in the Top line
• Started a new business model of Franchise Sales for West market which till date Is one of the most successful and profitable models for Radio City. In a span of 6 months the franchise model was implemented nationally. Training the entire franchisee team of the country and presenting the success story of Franchise model to the entire group for Non metro markets. Managed to get maximum exclusive deals by selling concepts, instrumental in getting categories like Real estate, Services, SMEs in radio with increase in client count. Got maximum market share in different set of clients example Advertisers, Non Advertisers, New Business development Effectively created more business opportunity for the Station as well as the Ad Agencies (who were only into Print Business) by creating exclusive partnership packages. Business generated from Creative/Event agencies by doing proactive pitches with the agencies.