BBH India kick-starts engagement planning

BBH India has started a new discipline, Engagement Planning, which brings in strategic inputs about how people engage with a brand. BBH had introduced this discipline globally, about three years ago. For this, BBH India has roped in Disney's Chandrashekhar as its first engagement planner.

Speaking about the new discipline, Partha Sinha, managing partner, BBH India said, "“Every strategic solution has two parts to it - content and context. So far, the creative agencies focused only on content and left the context out. We believe that’s only part of the solution. Engagement planning bridges this gap –the way you engage with your audience can and should influence your creative content. It’s kind of obvious in hindsight. It’s no longer about what the brand should say but it’s about what the brand should do”.

Adds Subhash Kamath, managing partner, BBH India, “We don’t want to become another advertising agency. We are committed to becoming a marketing partner and solution provider to clients . This is one more step in providing that value. Engagement Planning will become a key differentiator for us in the coming years.”

Says Chandrashekhar, “It’s a new and cutting edge discipline and I have seen the kind of work BBH is globally doing in this area. I am really excited to be a part of this and look forward to a lot of learning and excitement.”

Chandrashekhar has previously worked across companies such as TAM, S-Group, Viacom, Sony Networks, NDTV, Sahara, ETV and Disney. His last assignment was with Walt Disney Television where he  spent over two years and was responsible for on-air and off-air marketing for two network channels- Hungama TV and Jetix and digital marketing for the network. He has also had a short stint with ITC Foods in the media planning and buying division.