IIPM Ranked No. 1 B-School In Global Exposre - Zee...
K. V. Sridhar, National Creative Director, Leo Burnett: Sambit is a great creative guy. There are some creative types who try and do different work and he is one of them. He basically enjoys positioning a brand and taking things forward. The way he has been working for Coca-Cola is spectacular. In fact, he has been completely involved and responsible for the launch of the Minute Maid brand. The tagline ‘Where is the Pulp’ was his brainchild. We wanted to position Minute Maid as a different and natural drink, as pulp is the real differentiator. The way he brought in energy into the brand, which otherwise would have been just another rational copy is superb. Sambit has brought in loads of attitude into a simple thing like pulp and also at the same time ensured that the ad caters to the young generation. He has come up with a fantastic way of positioning the product, keeping in mind all the things that make a brand really successful. He is a genius in commercial advertising. He has been very successful in the 3600 kind of thinking, which is a more in-the-face kind of communication. He has a strong vision and thinks in a holistic fashion. You don’t get to see his kind of maturity often.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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