Apurva Purohit

Apurva Purohit

CEO - Radio City 91.1 FM

'Integrating FM radio and outdoor advertising - opportunities, challenges and obstacles'

When Apurva Sircar entered his management school, he wanted to be a part of the attractive world of advertising. It was only after his first year that he realised he wanted to do more. That is how he landed up in the Brand Management specialisation. In the last 12 years of his professional life, Apurva has worked in marketing roles across durables, FMCG and financial services. Apurva brings to the table a business focused approach to marketing. He lives by the philosophy that marketing is not about communication but about value creation for the consumers and the organisation. In his current role in IDBI Federal Life Insurance as Head of Brand, Insights, Corporate Communication and Digital Marketing, Apurva is in the centre of the company’s strategy to build the brand through sponsorships. He is also responsible for a company-wide internal transformation project where the brand will own a differentiated positioning and the entire organisation will align to the positioning. Apurva has also been assigned the responsibility to develop a digital roadmap for the organisation. In his previous roles, Apurva has handled projects that have been award winners at various platforms. He also has a strong background in effectively using brand ambassadors to drive the brand perception. In his free time, Apurva likes to watch television and spend time with his 18 month old son. A complete movie buff, Apurva likes to keep himself updated with the latest in the world of entertainment. Like any other Indian man, Apurva finds a lot of interest in the world of cricket. Occasionally, Apurva also likes to interact with young management students and train them in the field of marketing.

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