Hema Malik: Vice-President, Lodestar UM

25 Jul,2012

(Experience: 16 years)

Since she was indecisive about her career of choice, Malik opted for Psychology Honours from Delhi University as it was not only a subject of her interest, but would have also helped in any field that she chose later. Fascinated by the ad world, she opted for a diploma course in Advertising and PR and in 1995 entered the world of advertising with little knowledge of media. Her journey began in the industry with four months of training at Lintas Media.


From then on, Hema Malik has spent over 16 years in the industry, and most of these years are with her current agency, Lodestar UM. She manages both media panning /buying, content integrations for clients like TTL, Coke, MasterCard, Whirlpool, HCL, Metlife, etc. She did do a brief detour to TME to handle their Airtel planning business but she was called back by UM.


Recounting her highpoint, Malik said that it came with her client Tata Docomo. It was for this brand that they truly managed to own a unique mindspace among the youth which is not just a target segment but 2/3rd of nation’s population. “We truly imbibed the brand essence of ‘Do the New’ in media and there was nothing USUAL, nothing common and nothing expected in the media launch. We changed the rules of the game from defining the role of each medium to the way they were consumed. The brand was a success with highest new subscriber gain, creating a community of Docomites! And we guys had awards and lots of fun,” she reminisces.


Another highpoint for Hema Malik was Coke Studio. Says Malik: “I was proud to be a member of the team launching this music platform in India. One of the biggest learning opportunities for me driving not just media partnership but also content partnership, consumer engagement initiatives, etc. Excitedly look forward to the next season.”


Apart from a professional stint, Malik is also a trained painter. She finds anything from a blank sheet of paper to a plain wall very stimulating. Hema Malik is happily married and is mother to two kids.


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