Debarshi Pandit

Head of Special Projects / Multicultural Business, Sky

An entrepreneurial, commercially savvy business leader with an eagle eye for generating incremental revenue opportunities, Debarshi has worked in international advertising agencies the likes of Omnicom Media Group, McCann-Erickson & Lowe of the IPG group, and Ogilvy and Mather, of the WPP Group across Europe, Asia and the Middle East. Currently, he works at Sky (Europe’s largest entertainment company) heading up an incremental revenue generating unit.

Possessing an entrepreneurial zeal and being a cultural evangelist, Debarshi runs a newly created unit at Sky Media as Head of Multicultural Business wherein his objective is to drive a positive organisational culture change through the ‘Believe In Better’ philosophy of Sky by working across various business units, indulging in a holistic approach and exploiting synergies to a competitive advantage.

Reporting directly to the MD of Sky Media – John Litster, Debarshi works closely with him to identify the unique Multicultural targeting opportunity that could be leveraged by Sky compared to its immediate competitors. And his work is evident in the new ethnic advertisers who came on board at Sky when it aired the Indian Premier League cricket, ICC Champions Trophy, Pro Kabaddi League including unique targeting opportunities during the festive periods of Ramadan leading to Eid and Diwali through Sky’s unique addressable TV offering Sky AdSmart.

Debarshi’s remit is also to enlighten and empower media / creative agencies to target audiences indulging in cultural viewing of content from across the globe making the right relevant cultural connection between brands and viewers. In the process, Debarshi tries to make sure that media campaigns are being inclusive of the wider society.

 Recently Debarshi’s remit has increased significantly to cover the India market and his mandate is to work with clients, agencies, partners in India and make them aware of Sky’s commanding leadership position in Europe and how it is best poised to help them build their brands here.

Debarshi has also been invited in his capacity as a speaker & judge for award entries to numerous prestigious events in the media calendar like the Cannes Lions and the Festival of Marketing in London.


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