With over 25 years of professional exposure in the Media industry, I have handled every aspect of the advertising media. I hold a Master Degree in Statistics from the Mumbai University, an MBA degree from JBIMS, and a Diploma in Operations Research from the Operations Research Society of India, Kolkata.During my tenure with agencies like Contract, Clarion and O&M, I havehandled a wide spectrum of renowned brands covering the entire gamut of product categories in various lifecycle stages. Then, I went on to establish own media training and consultancy company. I have been a trainer and have conducted over 200 workshops in Media Planning, Media Buying as well as Ad Sales. I regularly teach management students at MICA and other Institutes. I have also advised many media in Strategy, Content and Ad Sales.Later, I joined Carat India as COO. In 2006 I set up Allied Media, the media planning, evaluation and buying arm of Percept Ltd. Percept Media offers media solutions to clients in conventional as well as traditional media and is ranked in the 5th position as per Brand Equity Agency Reckoner 2011. I was a board member of MRUC and am also on the Technical Committee for India’s first outdoor Research survey IOS.I took over as MD of Vizeum India - a Dentsu Aegis Company handling Panasonic, BMW and Hdfc Bank among a variety of brands.I currently Consult on big media transformation projects on the supply side as well as demand side.