About
Bold & Human
We’re not just chasing trends; we’re building tomorrow’s ideas today with one goal in mind: making The Sambar People the country’s most inventive creative company.
Every hero has
an origin story.
This is ours.
We didn’t get struck by lightning or bitten by a radioactive spider. Our story began with simple conversations — open, honest, without jargon. We asked brands about their goals, their hurdles, their competition, and their dreams. Because knowing the plot is the first step to creating a hero.
Then came the craft. We became strategists, creators, and problem-solvers. Not trend-chasers, but careful pickers of tools, platforms, and stories that could turn brands into legends.
The
A-Team
Sameer Choudhary Founder | Digital Pioneer | The Troubleshooter
Founder & Managing Director
A pioneer of the South Indian digital landscape, Sameer is the foundational “seeker” of The Sambar People. With over 20 years of rich experience across business development, sales, and marketing, he has spent over a decade building and scaling the region’s first and largest digital entertainment and media buying ecosystems.
Sameer’s expertise lies in the rare intersection of content marketing, acquisition & distribution, and celebrity brand integration. Whether facilitating high-profile endorsements for stars like Rajnikanth, Vishal and Shruti Haasan or building global digital portals for Telugu content, his approach is defined by strategic agility and a deep, intuitive understanding of the entertainment industry.
Professional Highlights:
- Digital Ecosystem Pioneer: Founding member of the teams that created South India’s first digital entertainment company.
- Strategic Brand Consultant: Executed high-impact brand integrations and celebrity PR activations for major labels and production houses.
- Strategic Alliances: Instrumental in driving revenue growth through global partnerships with YouTube, Facebook, and major telecom providers.
- Media & Audience Engagement: Veteran Radio Jockey for Red FM and Radio City, mastering the art of high-recall storytelling and audience connection.
Tridib Bordoloi Growth Strategist | Media Transformer | Tech Visionary
A veteran leader with over three decades of experience at the intersection of media, technology, and operations, Tridib is the engine that enables businesses to “Shift Gears.” Having steered the PAN India IT operations for the country’s largest news organizations, he specializes in building brand equity through integrated communication and technological resilience.
Tridib doesn’t just manage systems; he modernizes entire business ecosystems. From implementing AI/ML automation to driving large-scale ERP deployments, his approach combines high-level strategic inputs with a network-driven execution model. He ensures that a brand’s narrative is backed by a robust, secure, and future-ready infrastructure.
Professional Highlights:
- Press Trust of India (CIO): Led a team of 100 professionals to modernize newsroom automation and deploy PAN India IT infrastructure.
- Indian Express Group (National Head – Ops & Tech): Directed the creation of an IT ecosystem through end-to-end automation and IP-based networking.
- The Sambar People (Partner): Driving business traction and enhancing brand presence across both digital and traditional media landscapes.
- Award-Winning Leadership: Recognized as a “Versatile CIO” by IDG India and recipient of the SKOCH Digital Inclusion Award.
M.K. Sinu Storyteller & Strategic visionary | Media – Print, Digital & Television | Policy Research & Intelligence
Head of Research & Content Strategy
Drawing on two decades of experience across broadcast media, digital ecosystems, and journalism, Sinu specializes in scaling content for far-reaching impact. Whether he is analysing voter demographics for state-level campaigns or adapting international television formats for regional audiences, he brings a unique blend of analytical data rigor and artistic intuition to the table.
Over the past few years, he has served as a Strategic Consultant to agencies working with the Governments of Andhra Pradesh, Telangana, and Kerala. He specializes in Policy Communication, translating complex state programs into high-impact commemorative narratives and definitive policy documents that archive and amplify government milestones.
Professional Highlights
- Journalism & Editorial Leadership: Shaping public discourse as a features writer for India’s premier publications, including The Times of India and The Hindu, since 2007.
- Silly Monks Entertainment (CEO): Steered the organization as Chief Executive, driving digital content innovation and large-scale entertainment strategy in the regional market.
- Gemini TV (Channel Head: Gemini Music): Provided vision and strategic leadership for the channel, overseeing programming excellence, music innovation, and market trend evaluation.
What’s the biggest hurdle
your brand is facing?
Let’s Jam
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