Name: Mallika Sherawat

Designation: Actor

Sun Sign: Scorpio, 24 October

Educational Experience
I studied in Jindal public school Rohtak, Haryana till standard eight. Then, I joined Delhi Public School where I completed my schooling. I graduated from Miranda House, Delhi with Philosophy honours.

Professional Experience

After graduation, I came down to Mumbai to become an an actress. While waiting for film offers, I was approached to do a BPL advertisement. The ad that featured me with the living legend Amitabh Bachchan, gave me instant recognition. Then, came a Hyundai Santro advertisement with Sharukh Khan. I have also endorsed Roohafza sherbat and Elle 18 eyeliner. Currently, you can also see me on the television in the Amul ads.

Luckily for me, Govind Menon who was scouting for talents happen to notice me and signed me for Khwahish alongside Himanshu Mallik.

Media as career choice
Since the time I was a little kid, I have nurtured the dream to make it big in Bollywood. I actively participated in the theater during my school as well as college days. While my parents always encouraged me to participate in extra-curricular activities, they threw a fit when I told them that I wanted to be an actress. Being a small town girl, all my life, they wanted me to fit into the 'normal daughter' category- one with decent profession and plans to get married and have kids. Bollywood is a big bad world for them.

It is not as if I am a rebel but I want to act more then anything else. Getting into the industry minus a god father and family connection has been a miracle. To add to the thrill, Khwahish has been rated quite well and is doing quite well too. The recognition that this movie has given me is good enough reason for me to want to stay here for good.

Current Television scenario
Though I would love to I am not watching much television these days. But whenever I get the chance, I do catch a movie on Star, Zee MGM and HBO. Strangely enough, I also love watching Hindi movie promos. Just like the urbane, young viewer I guess, whenever I have the time I watch Friends. So for me the television scenario is hunky-dory as I get to see what I want to.

Right and wrong about current Television scenario
While I am not an ideal viewer, I do feel that there is a lack of meaningful shows on the mainstream entertainment. I quote Sir Lawrence Oliver 'Television is a writer's medium', so we can have good television only if there are good writers.

We can get good writers, provided the pay is good and the talent is encouraged. I guess with the English medium education being preferred over vernacular, good writing in the regional language from the recent crop is rare.

Five years from now

Well, I would like to own a bungalow in Goa by the seaside and relish fresh sea food. Since I am a health freak and hassled by the gym schedules, I would love to work out in my own gym.

Hobbies
I love working out in the gym. Kathak is another one of my passions. I also love reading and watching movies.

Idea of enjoyment
Reading a complete bound script of a movie with an exciting story and an equally exciting role for me.

I begin my day with
My wife puts it in the most appropriate way. To quote he verbatim, `He either sleeps at 4 am or wakes up at 4AM.'That's so true for me. I can live my life with five hours of sleep, so if I sleep at 4 ? I am likely to head to the office at about 11 ? but if I get up at 4 then it's me and my Apple. That's the time to finish up all the work before going to office. Most people in my team are used to getting mails from me at 5 am.

Workouts
An absolute must ? need this to recalibrate my system on a daily basis ? varies from Squash at `The Club', Yoga at home with an instructor, Walk on the Lokhandwala Track or Pumping Iron at Sykz. If there is no time for any of this, then just me and my skipping rope in the building compound. My workouts keep me physically fit as well as mentally agile. I feel extremely dull on a day when I miss my workouts.

Diet Mantra
Two egg whites for breakfast, simple dal,roti and sabzi - salad from my dabba at lunch, as soup and salad dinner. Changes from this boring diet are General Tsao's Chicken at Mainland China, Brilliant Salads at TGIF, Sumptuous Kebabs at the Garden Grill at The Club, Fantastic Fusion food at Seijo.

Shopping
Usually shopping was something that one did only overseas, but with the new malls in Mumbai, there's no need for that. Shopping is usually for music, books, sports accessories, gizmos and trivia. Since I am extremely indifferent to `brands'? my clothes are usually from anywhere ? as long as I am comfortable in them, for the rare occasions of formal wear Gabbana manages to rustle up stuff for me.

Travel Destinations
I love traveling. Usually, I take off at least thrice a year. Sometimes it's a business tour or sometimes it's with family and friends. But given a chance I would love to take off at least ten times in a year. I feel traveling gives me the best opportunity to broaden my horizons and meet people, also make friends with the locals. Traveling in Europe is most fun because of the ease of travel and great connectivity. Great holidays in the past sometime have been Cinque Terre / Portofino on the Italian Riviera with a bunch of European friends, a wedding of a close friend in small wine village in the South of France called Bezeirs, the fast track in Barcelona and Manhattan, Single Malt Trail across Scotland.

My all time favorite city is Paris. Great walks, tons to soak in culturally, interesting people to meet. London is another fantastic city with a great buzz. Since I have a lot of friends and work associates in both cities there's always something new to do.

The travel bug bites again and this time I'm headed to New Zealand. My friends from there who are doing the organizing threaten to make me camp on a volcano top.

The Carnival in Rio and the Oktoberfest in Munich are still on the agenda.

Gadgets & Gizmos
Whereas my friends, associates and family have dubbed me as the `Gizmo Freak', I do believe that Gizmos are not an obsession, finding the right gizmos is the real obsession. What started as digital diaries and graduates to PDA + Mobile Phones are a great business tool and have always interested me as they support my fetish for being organized. The Palm has been a friend for a long time but my new friend is the Sony Ericsson P 910i.

Photography is always been a hobby, so photography related gizmos are always a part of the endless search.

My most trustable companion remains Mac Power Book, the custodian of all my work, my music, my photographs, my life ? and extensions of the same from the King of perfection Steve Jobs like the I Pod, I Shuffle. God bless Steve Jobs, without him the world would have collapsed into a window of mediocrity.

Stress busters
Workouts are the greatest Stress Busters. A game of rough squash at the end of the day can calm all jangled nerves especially if the experience is topped up with some fine Pinot or Malt.

Parties
Meeting friends, sharing a beer, jokes, general abandon and no shoptalk. All time stress buster. Great places and usual haunts are Olive, Seijo, Zenzei, Myst, The Bar at The Club.

Music
Another stress buster of all times. My tiny little iPod manages to isolate me into my own paradise whenever I need the disconnect. My music is a complete mish mash of all sorts, lot of latest and old Hindi Film music to all kinds of World Music, to a little bit of Jazz to the All time Greats like The Beatles, Elvis Presley, Lobo, Al Jarreau, Floyd, Doors, Rolling Stones, Al Stewart, Alan Parson, Joel, Dylan, Elton John, Joe Cocker, Abba and all of it. My entire collections is about 12,000 songs so that pretty much encompasses everything.

Photography
My Nikon and me are constant companions. Quite often I'll just step off the car and walk around the city shooting pictures. My current Diva is my 6-year-old daughter. She loves to pose for the camera is a real delight to shoot. My IPhoto must be carrying more than a thousand great pictures of her.

Watching Movies
Websites like the IMDB allow you to choose what you want to see. I spend a lot of time finding out what I want to see before I see it. Following the work of great directors is a great route to take. Recommendations from friends you trust and another route. Some great films I have seen in the recent past are Cinderalla Man, Sideways, The Pianist, Ray, Closer. Some of my all time favourites are Hurricane, I am Sam, What's Up Doc, The Party. A director whom I follow blindly is Woody Allen, he's and addiction, I wish he made more films.

Hindi films are great fun too, the best in recent times have been made by friends Munna bhai Raju Hirani and Iqbal by Nagesh. Sanjay Leela Bhansali is another director who's work I really admire.

Reading
There was a time when I devoured fiction. Read Chase, Wallace, Sheldon, Harold Robbins, Jeffrey Archer and the whole lot, but now reading has almost got limited to happening is the world of Film and Television.

The core of our business hangs on innovation. Changes in Technology will control the future of the business. It is also a part of the business that I love, so a lot of time is spent reading and learning about innovations across the world from magazines, manuals or websites. Magazines like the American Cinematographer form a very important part of this nutrition.

Family Time
Shut off the mobile, switch off the laptop. Sharing music with my 18-year-old son, hearing his views on life ? immaculate. Hearing my 6-year-old daughter recite some stuff she's going to perform on stage in school ? divine. Hearing my 19 year old wife telling my how to live my life ? ultimate divinity. (19 year old wife, because our marriage is 19 year old.)

Favourite car
I am not a very materialistic person. I feel the better off you are, the less you have. I drive the Honda Accord which is functional as well as spacious.

Life Mantra
I've been there, done that. I believe in destiny and luck. There are tons of people who are working hard but don't make it. I believe in being happy and adding value to peoples' lives

Religion
I have my own self styled religion that I follow. Worship in the traditional sense is not a part of this religion. The genesis of the thought process is from the Bhagvad Gita. The religion is really about being happy and spreading this happiness to everyone who you touch. A lot complex processes and disciplines have brought me to this rather simplistic approach. It works for me.

Name: Vineeta Nair

Profession: Art director, Lowe Worldwide

Sun Sign: Sagittarius

Educational Experience
It would have been much more fun had I not been so serious about studies. But what did I know? After tenth in Mumbai, my family rushed me to Kerala in futile hopes of turning me into a doctor. So, did my XII with science and came back to Mumbai to do my commercial arts. After five years of work in various agencies, I thought I should get back to academia. So XIC( Xavier Institute of Communications) - journalism happened. I really enjoyed running to college after work, though life got really stressful at times. But it was completely worth it.

Job Profile
As an arts person and creative executive - one is totally responsible for the way the brand communication looks. Creating a look, seeing that that the 'look' is reflected in every piece of communication- right from a leaflet to a print ad. It requires a thorough understanding of the brand; its equity; all it stands for and primarily who it's talking to. It entails everything from conceptualising the idea, to executing it and in the process spending countless hours in front of computers, going for shoots - not to mention spending nights at processing houses.

Advertising as a career
Advertising can be really rewarding if you do not loose focus. It is an industry which gives you the opportunity of doing very well at all stages of your career. It is probably one of the few industries where everything doesn't begin and end with hierarchy. All it takes is to be young at heart and at work and remain that way.

Current Advertising Scenario
After hearing the word recession for some three years now, it looks like things are finally looking up. In terms of consumers being advertising savvy, we have a long way to go and till that happens we will keep coming up against "the guy in Bihar won't understand!"

Five years from now
Five years is a very long time. It would be a crime to draw a plan for that long and spend five years trying to toe that line. The joy in life comes with surprises. But yes, I intend to get into writing. However, I don't get the time at all now.

Hobbies
Reading all kinds of stuff - sublime to the ridiculous, depending on my mood. Poetry, writing, classical music, painting, doodling on the computer trying out new things.

Idea of enjoyment
Not 'having' to do anything but doing it for the sheer joy of it.

Name: Prakash Ramchandani

Designation: Manager - marketing - Sony MAX

Sun Sign: Cancer, 27 June, 1974

Educational Experience
Management studies from Douglas Mawson Institute - Adelaide, Australia.

Bachelor in Commerce - Narsee Monjee College of Commerce and Economics.

Professional Experience
My total work experience is five years plus. I have been with MAX since the last three years. Prior to this, I was in advertising for two years working with Ambience D' Arcy in client servicing. I serviced key accounts such a Proctor & Gamble (Vicks), Philips (domestic appliances and personal care) and Marico (Sil).

I also had a short stint with Vyas Giannetti Creative in client servicing. Our key clients were Sony Entertainment Television and AXN.

Job Profile
As the manager - marketing at MAX (Sony Entertainment Television), I drive MAX's event and promotion initiatives to create excitement and buzz around the brand round the year. I am also involved in consumer activation, alliances events and contests.

Recent key projects: Event promotion to promote the ICC Cricket World Cup, South Africa 2003.

Gully Cricket with Kapil Dev - This was a 12 city event campaign across the country. MAX viewers got the opportunity to rub shoulders and face the World Cup winning Indian captain - Kapil Dev. It was a very successful campaign and achieved great PR mileage.

I conceptualised and executed an idea for a movie time band which is called Mera Movie. MAX viewers can click and chose their favourite movie on the net which is played out every Sunday at 9 pm. There are a high number of loyal audiences for this time band.

Television as career choice
I was fortunate to look at television from a programming point of view during my college days. As an assistant director, I had an opportunity to look at a product (Hindi TV serial - Aankhen) I worked on, that reached out to millions of viewers.

When I finished my studies, I decided to get into this dynamic industry and learn. However, it was not easy but I did get the opportunity after working in advertising for a couple of years.

When I got an offer for marketing at MAX, I took it to pursue my experience in television and keen to learn more and grow.

Current television scenario
Cable and satellite television is comparatively a very new industry. It is changing rapidly and evolving... change in every aspect. If you look at distribution, it is a very key source of revenue generation.

There was a time when one was really not focussed on this area till one saw the potential. Now, we are talking about CAS (Conditional Access System) coming in and who knows what is in store once it is actually implemented?

From a programming and content point of view - professionals need to take more risk and think of formats that are designed to suit the Indian audiences.

Nowadays, it is more of a follow-the-leader approach - it always doesn't work for everyone. There is a need to experiment to make the difference... one has to adapt and welcome change in this growing environment.

Sports is another big industry in which there may be one or two games which are popular in India. There is a lot in store to explore in this industry but television companies and sports federations need to work together.

Of course, there will be investments made because when you introduce a sport or promote it - the viewer first needs to be educated about it to make sure there is a certain level of interest to watch the game.

Right and wrong about current marketing scenario
It is too early to comment on what is wrong or right. The industry is still to evolve - we, as TV professionals, have to keep our thinking hats on and mature it.

Certainly, there is a need for training and development in this field. I certainly feel that industry knowledge needs to be imparted.

Given the day to day operations, one needs to look beyond ones work profile. As I mentioned earlier, one needs to experiment with content and promotion. Unless one fails and learns from trying new ways, this industry will become stagnant.

Five years from now
My focus has been marketing and I have had experience in consumer and trade marketing, alliances and events.

In the next five years, I would also probably have gained international experience by then. Surely I would see myself directing a marketing team.

Hobbies
Squash, gymnasium, music.

Idea of enjoyment
I enjoy travelling the most - be it with family, friends or even official travel. You certainly learn a lot while travelling.

Name: Radhika Iyengar

Designation: Voice-over artist

Sun Sign: Aquarius, 29 January

Educational Experience
I did my B.A in sociology and psychology from Sophia College, Mumbai. Then I did a diploma course in social communication media from Sophia Polytechnic.

I've also attended acting workshops at The Lee Strasberg Acting Studio in New York, USA and TV workshops at New York University School of Continuing Education.

Professional Experience
I can call myself an all round media professional with experience in television, radio, voicing and advertising. For the TV medium, my experience has ranged from concept to anchoring.

For radio, I have designed and hosted music programs for Times FM, conducted celebrity interviews for AIR FM and hosted specials for Radio Star.

My voicing experience has included documentaries, multimedia content and ads. In advertising, my experience has been in writing and creative direction.

I have anchored a news show called Business Monitor for Nimbus telecast on DD News. I was also the concept / content consultant and anchor for The Medium, a 13-episode program on advertising and marketing for Zed TV. I've also anchored a series of fillers for Lexicon for Zed TV.

On the voicing front I have done multimedia, documentaries and ads for radio and TV. I have also lent my voice for the character of Lord Krishna's mother Devaki for Karadi Tales (in the cassette titled Birth of Krishna).

In the advertising medium I was the consultant creative director with Interact+Vision, Mumbai from November 1998 to May 1999. Prior to that I rose to become the creative controller at Trikaya Grey. I was with Grey from July 1989 to September 1998.

Career choice as a voice-over artist
Voicing is creative and I enjoy the performing and emoting aspect of it. It is my way of expressing myself as it takes you to different worlds as you use your imagination to play different characters in different situations. It also lets you be different people. And, hey, at the end of the day it is a lot of fun!!

Current voicing scenario
Currently, there is a lot of scope for voicing in India, what with so many TV channels, radio and multimedia. But the top few artists who have been around for several years are definitely in a position of strength and for them, it is financially very rewarding whereas the newer lot do have to struggle initially to get a break and may not always get the fees they ask for.

Competition faced
Oh yes, it is a very competitive field as there are many aspirants entering the field. Also top producers are usually hesitant to try out new talent as they prefer to play safe. Also clients may not always be open to new voices. So it is difficult to break into the top league. In a field like this you have to be consistently good... to ensure a regular flow of work.

Future of voicing in India
There is a lot of scope in this field as I mentioned earlier. What one needs is a certain amount of professional training, dedication, passion and great persistence.

Five years from now
Ah, five years from now? perhaps continuing to be in voicing and the world of media.

I would also love to be involved with children's works, I would love to bring out audio cassettes for kids. Hopefully I will achieve that in the near future.

Hobbies
I love reading, watching movies, plays, listening to music and travelling.

Idea of enjoyment
There's nothing like enjoying a good night's sleep, waking up late and lolling around with the papers over a cup of ginger tea.

Name: Seema Nayak

Designation: Associate Media Director - The Mediaedge

Sun Sign: Taurus

Educational Experience
Post Graduate with specialization in Media Planning from Mudra Institute of Communications, Ahmedabad.

Bachelor of Dental Surgery, Mumbai University.

Professional Experience
My professional life has been a mix of seemingly bizarre, but personally rewarding, career decisions. Soon after qualifying to be a dental surgeon, I joined the Army Dental Corps. Served a Short Service Commission and was released as a Captain.

In advertising, I did my management training at Trikaya Grey, Mumbai, then a short stint in O&M which I quit to head Rediffusion's media department in Bangalore. Since the last two years I am with The Mediaedge in Mumbai.

Job Profile
I am the Business head of a team working on an AOR account.

Advertising as career choice
After a few months of practicing as a dentist, it dawned on me that peering at people's mouths for a living (however cushy or lucrative it may be) was just not the way I wanted it. So though I loved my stint in the Indian Army, I decided not to take up a permanent commission.

Back in the "civil" world, advertising was then beginning to boom. Media services were coming to their own, and this seemed to be my calling. However, instead of jumping into it as a greenhorn, I sat for the CAT exam, got selected for MICA and specialized in media planning.

Since then, by God's grace, there has been no looking back, and absolutely no regrets!!!

Current Advertising scenario
Advertising in India is as resilient as the Indian people - it has withstood all doomsday predictions and has been less affected by recessionary trends than its global partners.

Clients are now savvier, thus ensuring that advertising is more accountable and professional. And the ad agency is in reality becoming an important cog in the marketing wheel.

Right and wrong about current Advertising scenario
Avoidables: The dangerous trend of big fish swallowing the smaller ones, decisions being based on bottom lines, savings on media rates as the benchmark for performance, one-upmanship that some feel compelled to practise, high fragmentation of media, commissions being questioned, too much emphasis on numbers/research, brand endorsements by Indian cricket team.

Encouraging signs: Logo sizes becoming smaller, media TAs moving beyond client's wife and neighbour, media being given its due at last, brand endorsements by Aamir Khan.

As far as bringing about a change in the ad world I would rather continue to let my work speak for me, and try to soften the numbers games with a few qualitative inputs.

Five years from now
Five years? Most probably, I would be out of the advertising world.

But ideally I would like to leave behind a world where there is healthy competition, where there is place for everyone, where the need to constantly look over the shoulder ceases to exist, where credit is given where it is due, and where media agencies, media vendors and clients are partners in the true sense.

Hobbies
I am a voracious reader (earlier of fiction, now of The Word). And when I am not sleeping, I am eating.

Idea of enjoyment
At work - winning an account and more importantly, keeping it. Working with my team. Getting a pat from the client. Striking a great deal. Otherwise - going home to Goa, spending time with my family and God.