Vikrant Mudaliar currently heads Brand Marketing at Tata Sky Ltd and is based in Mumbai, India. He joined Tata Sky in 2005 and was part of the startup team that launched Tata Sky’s satellite TV service in India in August 2006. He has played a key role in launching and establishing Tata Sky as one of the leading brands in the country. A range of strategic marketing initiatives including several successful advertising campaigns has meant that Tata Sky became one of the youngest brands to achieve the “Superbrand’ status in less than two years since launch. In an increasingly competitive category, Vikrant has managed to ensure that Tata Sky continues to be the most preferred brand amongst consumers. He has even been awarded the CEOs Special Excellence Award for his contribution at Tata Sky.
In a career spanning 15 years, Vikrant has worked across categories and industries. Vikrant completed his Bachelors in Business Studies from Delhi University and did his MBA in Marketing from ENPC, Paris. He started his working life as a Trainee with Pepsi Snacks Foods & Marketing company (now known as Frito Lay) in 1997. This was followed by stints in Jumbo Electronics, Dubai and General Motors, India. His stint of three years at Jumbo Electronics in Dubai focused on Product Management including Sales & Distribution as key result areas with a healthy exposure to international trading & export marketing as well. This was followed by another three-year stint as Senior Brand Manager for General Motors India where he handled the launches of the Chevrolet brand in India followed by the product launches of Chevrolet Optra & Chevrolet Tavera. A diverse exposure and experience in categories as FMCG, Consumer Durables, Auto and now DTH television has provided him with a rich and varied understanding of consumer behavior and market dynamics.
As for Tata Sky, the challenges that Vikrant faced were creating the DTH category and selling a new concept to the consumers. A great believer in the importance of consumer insights, he feels that marketers need to see beyond the obvious to discover real consumer insights. It very often is a case of sifting through ‘what is said’ to find the insight behind ‘what is unsaid’. While he continues to focus on maintaining and enhancing Tata Sky’s brand leadership, he is equally passionate about maximizing Tata Sky’s market share - both in volume and value terms.