Customise solutions and deliver targetedly: Mindshare South Asia COO

The principle is to serve the consumer in the best possible manner, says Mindshare's South Asia COO Amin Lakhani

Challenge the status quo but don't throw a brand into a trend just for the sake of joining it, Lakhani tells Shubhomoy Sikdar

Since many social media trends take birth, shape and die the same day, how do you blend a client’s brand with a trend seamlessly?

That comes with the ability to working with a lot of data. We have to continuously challenge the status quo. We use our tools where we bring data from multiple sets — business, brand and media — and put them all together to see what is working and what is not. And