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Abhishek Joshi – Head of Marketing and Business Partnerships at MX Player

Abhishek Joshi - MX Player

We had an opportunity to interview Abhishek Joshi, the Head of Marketing and Business Partnerships at MX Player. He is a media executive with over 18 years of experience in business development, marketing, and content partnerships. Currently, he is heading Marketing & Business Partnerships at MX Player – the #1 entertainment app of 2019 in India **.

He believes in creating content experiences that are engaging, entertaining, and relevant in today’s time. Leading multi-functional teams in fast-paced corporate and start-up environments, his team and he focus on strategy, performance marketing, business planning, and execution spanning across mediums like media, television networks, internet video, content distribution, ad agencies, and brand licensing & marketing.

Other than that, he is a die-hard history buff and a sports junkie.

What inspired you to join the current company or this sector?

I have always been in the M&E space my entire career as I enjoy the business of entertainment and I believe the way forward is going to be all things digital. Video is a space that has grown exponentially but is still on the brink of explosion, I’d say and it’s always exciting to be a part of building trends.

What is your life mantra?

Terra firma – Always have my feet on firm ground.

What was the most challenging part of your journey till now?

Industries are constantly evolving, and with it – the consumer and his choices/ needs keep changing as well. So, while navigating through this constant change was never a problem, at one point, communicating this change, at the right time and with enough impact is something that kept me on my toes.

How do you protect yourself from the problem of brain drain?

In today’s scenario, one has to constantly evolve to remain relevant and competitive. At MX, we believe in brainstorming ideas and getting innovative thoughts from across the board. Without contemporaries, there is no progression and in a microwave society like ours, listening to all perspectives and networks helps generate enough brain juice for interesting ideas.

Share one habit that you think makes you more productive?

I follow the block in, block out mantra – block out time wasters when needed. But I also believe it’s very important to take a break. If you don’t free mind space, you will never generate creative solutions. And of course, remain mindful of your caffeine intake.

Share one habit that you wish to change in yourself?

I sometimes get too close to projects, so it becomes difficult to step away from it

Answer in one line.

One tip to success – Before you can ever spark change, you’ve got to believe fully in the work you’re doing so you can give it your all and build something great.

One mistake you believe every individual must avoid – Always trying to blend in / making a decision without research.

One most important lesson that you have learnt till now – Small details can have big impacts

Apps you can’t live without – MX Player, of course. Twitter. Kindle. Blinkist and numerous fitness apps

Key in workplace – Discipline

If you get a chance to start your career again what would you do differently this time?

I’m not big on regrets but if I was put in that position, I would have started delegating a lot earlier in my career.

Share a quote that inspire you the most.

“If you are told that the king died and then the queen died, that is a sequence of events. If you are told that the king died and that the queen then died of grief, that is a story.” by David Aaker

What makes you excited about Mondays?

In a world of instant gratification, it is rare to be able to deliver a product like MX Player that is designed to be relevant today, and tomorrow. And seeing my team of focused and positive individuals is always great at the start of the week.

According to you how self-worth and happiness important in a job?

It’s a competitive landscape and we spend a huge portion of our lives at work. And because so much of your life is spent at work, a huge deciding factor in your well-being is whether or not you’re happy at work. But that also comes with a flipside. If you believe your work is just a paycheck then you’ll treat it as such. I, for one find that my work not only satisfies me, but it also brings me joy (not just on payday, but every day).

Describe some difficult leadership situations and how you managed people through them.

In a short span of 14 months, we’ve managed to build MX Player into a brand to be reckoned with and this journey has been phenomenal.  When it comes to managing people, I believe it is significant to create a structure that finds the balance between autonomy and alignment. More so – within our team, I try to and encourage boldness over caution.

What’s your opinion about StartupLanes?

Networking is a must in any industry and it’s great to see a company dedicated to creating a network of entrepreneurs, mentors, investors, job seekers and professionals to support start-ups worldwide.

**Source – annual FICCI Report- ‘The Era of Consumer A.R.T’

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