The world will not change if you don't take risks: Subbiah Arunan
Mangalyaan's Project Director shared the guiding philosophy behind the successful mission at O&M's Envies awards

The guest of honour at the Envies 2014, Ogilvy & Mathers (O&M)’s internal company awards, was Subbiah Arunan, Project Director for the Mars Orbiter Mission (Mangalyaan). The acclaimed ISRO scientist, credited for coming up with the idea of reaching the neighbouring planet and accomplishing the mammoth mission in one tenth of the costs of what NASA incurred for the same mission, shared his wisdom with the employees of O&M.
He started with speaking about why he particularly chose a mission to Mars. There is always a curiosity about Mars and the question whether Earth could one day end up like Mars, he said, was the prime reason for the Mangalyaan. “We also wanted to gain complete knowledge of the planet and how it could be a solution to our planet. We also wanted to reach a distant planet and communicate with the world and demonstrate our technology in a prospective and scheduled effective manner that we in India with home grown technology and home grown minds can match any other international space agencies,” he said.
When asked how he managed to accomplish the mission on such a slim budget, he began by saying that we as Indians are very conservative when it comes to resources and finances. He said that the team knew of the financial constraints they would face with the government and tried to work within that. “As you know necessity is the mother of all conventions. Here constraint was the mother of our engineering,” he said and added that they had to come up with a unique way of conducting the mission that was not there in any textbook, but involved a lot of research and hard work.
He further spoke about the risks involved with the mission that did not deter his team that rose to the challenge. “The world will not change if you don’t take risks…. You have to walk into risks as though walking into fire,” Arunan said. He cited the recent example of the supplies rocket that exploded during liftoff in the US as the risks involved with such space missions. He said that fear was inherent part of the mission, but somehow they faced the challenge head on.
Arunan spoke about women being a part of his mission and being good at management. He said that 20 per cent of his team consisted of women and were very instrumental in realising the dream to reach Mars. Added to that, all the analyses of various situations that can occur were done by the women in the team and expressed his gratitude towards them.
Closer home he spoke about his challenges at home while striking a work life balance. “There is a compromise in such jobs with regards to family life. She (his wife) over a period of time did not see me at home for days. However, she got used to it over a period of time and realised that the work I was doing was very important to the country,” he said.
When asked whether he expected to succeed in the first attempt he said, “Our conviction was so accurate that there were no debates and deliberations regarding our predictions. I was confident we would succeed”. It helped to have a young team that was able to devote more time to study various situations and brainstorm on the problems that could occur during the mission. He further said that it is very important to be right in your predictions and see that it matches your objective. “Our prediction was so accurate that even NASA is still pondering how did we do it…and appreciated and acknowledged our effort,” says Arunan. This is the reason India went to become the first country in Asia to successfully conduct a Mars mission in the first attempt, the first cost-effective Mars mission, among the 25 other firsts that the mission achieved by its success.
Arunan finally ended by saying that he was fortunate to lead a strong team of 500 that wanted to take risks and work hard to make the country proud. “It is only when you push your boundaries that you come up with innovative things,” he said.
He was in a conversation with Anant Rangaswamy, Editor, Storyboard on CNBC.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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Swapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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