E Prasanna Kumar

Captain
DISC Type : DS

South Asia Head of Creative, Insights Division of Kantar at Kantar

Bengaluru, Karnataka, India

Overview

E Prasanna Kumar is the South Asia Head of Creative for Kantars Insights Division, specializing in consumer insight-led communication and brand management. With a background including an MBA and a BE, he focuses on advertising effectiveness in a fragmented media landscape. Colleagues describe him as a fiercely creative, innovative, and passionate researcher.

Prasanna is an expert on what makes advertising effective, emphasizing that creative content must drive business results. He is a published author on topics like festive advertising and believes in understanding diverse consumer contexts, from metropolitan areas to rural markets, to build true brand meaning and impact.

Unique fact: A recommender described him as an "F1 driver, who is as much about speed and acceleration as about the mechanics and nuts & bolts. "

Personality Overview

Planner & Achiever

Decisive But Calm

Output-Driven

Reading between the lines and seeing beyond your words comes naturally to them.  They exhibit a rare combination of being result-oriented but patient at the same time. They might take some time to make their mind up but once they do, they don't change it easily.

Topics They Care About

Creative Effectiveness
He advocates that truly creative ads are the ones that are effective, and this journey starts by including consumers in the pre-testing process to ensure impact.
Digital Ad Strategy
He notes that with fragmented media, brands can't just copy TV ads to digital; they must hook consumers within the first 3-4 seconds to be successful.
Emotional Storytelling
He believes stories create empathy and engagement. Ads that evoke strong emotions are significantly more likely to drive long-term brand equity and business impact.

Media Appearances

Skipped Another Ad? Kantar's Prasanna Kumar Explains Why Most Ads Don't Make the Cut. Featured in Marketing Mind

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Like Dal, Great Indian Advertising Is Familiar, Emotional and Deeply Rooted in Memory and Meaning – Kantar India. Featured in Media News 4U

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Work History

8-2014
South Asia Head of Creative, Insights Division of Kantar at Kantar
1-2013 - 7-2014
Group Account Director at Millward Brown
8-2009 - 12-2012
Group Account Director at Millward Brown
9-2007 - 8-2009
Account Director at Millward Brown
Senior Manager at Ugam Solutions Pvt. Ltd., Mumbai, India

Education

1996 - 1998
MBA from Bharathidasan Institute of Management Tiruchirapalli
1992 - 1996
BE from Anna University Chennai

More Information

Social Presence :

Prographics :

Exp : N/A Location : Bengaluru, Karnataka, India Job Level : N/A Designation : South Asia Head of Creative, Insights Division of Kantar at Kantar
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Insights For Selling To E Prasanna

During A Call Or A Meeting

DO's

  • Focus on the results that your product produces, expect some strategic questions in return
  • Ask them at the end if they see a strong value prop in your product; expect an honest answer
  • Let them know of potential risks but suggest mitigation methods alongside

DONT's

  • Don't go over them unless you are left with no other option
  • Don't focus too much on mutual contacts or bother about other stakeholders, focus on them
  • Don't shy away from asking hard questions, but be extra polite

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with E Prasanna is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from E Prasanna

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will E Prasanna move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can E Prasanna take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And E Prasanna

Personality Compatibility


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