Solutions I Digitas, the leading ‘marketing services’ company in India and South-East Asia, has announced the appointment of Sunita Prakash as Associate Vice-President- FMCG. In this new role Sunita will be responsible to build & manage a growing and profitable business hub in the FMCG sector at Solutions l Digitas. Solutions l Digitas has a strong portfolio of clients in the FMCG sector with clients like Pepsi, Nestle, ITC, Mars (Pedigree) amongst others. Sunita will aim for dominant share-of-wallet with these clients. She will be reporting to Vikram Alva, Senior Vice President and will be based out of Delhi.
“Sunita is an asset to any organisation. We have very high expectations from her and are certain that she will create new benchmarks in the industry. Apart from managing the FMCG vertical, we have also asked Sunita to create a differentiated positioning for Solutions l Digitas based on strength of integrated offering, depth of capabilities, and Digitas pedigree” said Kanika Mathur, President & Co-founder, Solutions I Digitas.
“I have learnt from my experience that an integrated approach to communication adds greater value to clients than a stand-alone ATL campaign, especially in these recessionary times. However, I saw the limitations both in strategy and execution while working with BTL partners. With that exposure, I am able to see what the expectations of the client will be or what a project delivery ought to be in terms of quality and cater to that, besides bringing a fresh approach to BTL solutions. Also the experience of leading the creatives for ATL projects, now applied to BTL projects gives a whole new dimension to it”, stated Sunita.
She was with Hakuhodo Percept for 8 years, first as Branch Director, Bangalore and then Business Director, Delhi. In between the Bangalore and Delhi stint she had joined IBM Lenovo as DGM for Asia Pac countries in the Global Hub in Bangalore.
With 15 years of experience, Sunita has worked with agencies like Contract, Interact Vision. She has handled brands like JL Morrison (Nivea), Indo Nissin (Top Ramen & Cup Noodles), Panasonic batteries, Epson printers, Coffee Day, Citizen (Eco-Drive Watches), Carona (shoes), L&T, HMT watches and APC (Power solutions) amongst others.
During her tenure at Hakuhodo, Sunita was instrumental in giving strategic direction to various brands. In the case of Citizen Eco-Drive’s earlier positioning plank of being an eco-friendly watch was not cutting too much ice with consumers as it lacked aspirational value which is a critical element of any lifestyle brand. Citizen was considered as ‘my father’s watch’. Sunita suggested appointing youthful film and sports personalities as a strategy. Soon, the then cricket captain Rahul Dravid and Kareena Kapoor were roped in to raise the style quotient for the brand. Also, the price point of the watches advertised was increased. Ultimately consumers started perceiving Citizen as a premium watch brand.
Sunita also re-launched Top Ramen in the South that was extremely successfully where the sales grew month on month by 100% for the period of the campaign. The other highlight of her tenure in Bangalore was that the Branch size and profitability grew achieving revenue targets year-on-year. Not only did she meet the targets but Sunita was pivotal in strengthening client relationships.