Kummar is a ‘contentpreneur’ with 20 years of experience in traditional and new media production, broadcast launches, OAP and brand solutions. He worked with Reliance Broadcast for a decade and was part of the team that launched 92.7 Big FM in India and the TV Channel Big Magic. During his entrepreneurial stint, he was a consultant to The Viral Fever and managed to drive some award-winning digital branded content for clients like P&G, Flipkart, BigRock, Total Oil to name a few. Now, with Motivator (GroupM Media India Pvt Ltd), he leads creative and content services with “Thoda Data, Thoda Dil” approach. He’s also part of the content leadership council of GroupM India, that promotes the content practice and business for GroupM clients. He believes, if advertising is “Ek Lohar Ki” then the content is “Sau Sonar Ki” and this mix need to be maintained well”