Carson Dalton, Senior Manager, Public Relations, IDEA Cellular
The key communication plank for Idea is service delivery and innovation. As a matter of fact, the mantra at Idea now is ‘Customer First’. The writing on the wall is that all operators will have near 100 per cent coverage, tariffs are no longer a USP, products and tariffs are matched and launched overnight, so the only differentiating factor between us and our competitors will be customer service.

The key communication plank for Idea is service delivery and innovation. As a matter of fact, the mantra at Idea now is ‘Customer First’. The writing on the wall is that all operators will have near 100 per cent coverage, tariffs are no longer a USP, products and tariffs are matched and launched overnight, so the only differentiating factor between us and our competitors will be customer service.
At 27, Carson Dalton is a self starter and a live wire, he started early as a freelance columnist in Pune with newspapers like ‘Maharashtra Herald’, ‘Indian Express’ and the ‘Mid-Day’. He then moved on to handling all business and editorial affairs for JAM (Just Another Magazine), a niche but highly successful campus magazine.
Dalton is also a successful voiceover artist and compere and has recorded for various corporate films. Having professionalised nearly all his passions, he completed his Master in Commerce from the Pune University. He also has a post graduate diploma in marketing and finance from the Symbiosis Institute of Management Studies (SIMS). Straight out of campus he had an eventful stint with Genesis Public Relations and is now handling the entire portfolio of corporate communications at Idea Cellular. His next passion: Cooking and Golf.
In conversation with exchange4media’s Pallavi Goorha, Dalton talks about PR as Idea sees it, the challenges and opportunities in the corporate communications sector as well as the dearth of skilled people.
Q. How important is public relations / corporate communications for a corporate like Idea Cellular?
At Idea, corporate communication is a service-oriented support function with a bottom-line orientation. We work towards strengthening the organisation’s competitive advantage through proactive, two-way credible communications among our multiple internal and external stakeholders. In so doing, our mission is to raise the organisation / brand profile and enhance its image. Additionally, we provide all corporate functions with strategic advice and professional inputs in their communication processes.
Q. What, according to you, is the outlook of PR in India and globally?
Slowly but steadily PR / corporate communication is being seen as an essential, reliable and strategic tool across organisations for their individual and comprehensive communication requirements. Today, organisations have realised the value that this communication tool provides to their business and reputation and hence, are allotting much more time as well as budgets. This, however, is still the exception and not the rule. One expects that the delivery of public relations will in the future see an enhanced scope in every brand and company’s communication process.
Q. As a communication person, would you say handling a consumer durable / lifestyle product or brand is a simpler task and perhaps more exciting?
No, communication is simple. The approaches are different in each sector and so are the communication tasks.
Q. Would you agree that PR is primarily considered as only media relations? How can the industry move away from this common belief?
In its currently practiced form, media relations accounts for more than 70 per cent of the public relations programme. I think it is important to acknowledge that the primary function of PR is to deliver credibility through the largest influencer – the media. I must also admit that over the last few years, PR in India has seen a reputation shift for itself from a mere publicity tool to a reputation driver. Herein lies the credibility quotient.
Therefore, today we are able to see the shift from PR = CC space to a more strategic communication process and tool. However, one cannot of course dispute the fact that PR is also all about developing and maintaining relationships with various stakeholders.
Q. What is Idea doing to change this?
Currently, PR at Idea is seen as part of the overall communication process. It is practiced in its complete sense and we are not looking to change it. We have an honest and transparent approach and relationship with media across all centres. Media relationships are also very important to our existence and business, as a matter of fact, relationships in any business is critical.
Q. Was it a major challenge for you to reach out to people considering there
A case of mistaken identity that such a question must be asked! For good or for bad, Idea has been in the news more than any brand, barring Reliance, this past year. This would hardly account for lack of awareness.
Today, in a changing telecom environment, Idea must be looked upon as a national brand and, therefore, ATL activities have increased by over 100 per cent, largely television oriented. This is in addition to the increase in below the line activity that Idea has undertaken.
The recent past has seen Idea’s association with the entertainment platform in the most serious fashion by undertaking title rights for IFFA Awards and IMA. Add to this is the corporate responsibility initiative of Citizen Journalist with CNN-IBN.
Q. Given your vast experience, could you share some of your experiences?
I have come to work in the corporate communications function after having begun my career at a PR agency. The experiences have been varied, as you say – one at the receiving end and the other at the giving end. Having said this, both worlds offer incomparable lessons to PR professionals.
Process management and media relations are particular lessons one can learn from the agency scenario, and here at Idea, the task is to re-invent them so as to make it viable for the business.
Q. Coming to broader issues, where would you say the PR industry stands today?
Having worked for a PR agency I can say that the PR industry is moving towards the next stage of growth. Organisations have realised the need for PR, which has resulted in business for agencies. In terms of practice, since India is the launch pad for the new era of globalisation, we are moving from ‘Best Practices’ to ‘Next Practices’ and hence, setting the rules in India for the industry globally.
Q. PR does not yet seem to be a popular career choice amongst youngsters. Why?
I agree. It is a lot of hard work, the hours are not restricted. As such, there seems to be a trend for an easier life these days with the younger folk. As PR professionals, the challenge is to make this career more sexy and we are attempting to do that.
Q. What has been your most exciting experience?
The most exciting experience at Idea has been the ‘Sumo’ road shows that we had organised in 2004 as part of the campaign for our pre-paid service. Other than a lot of high decibel publicity, we also managed to be the second most recalled brand that quarter. The launch of our internal campaign, ‘Do it Differently’, which culminated with the ‘Idea Idols’ was also quite successful with clear measurability on an internal communication campaign.
Q. Essentially, what is the key communication plank for Idea?
The key communication plank for Idea is service delivery and innovation. As a matter of fact, the mantra at Idea now is ‘Customer First’. The writing on the wall is that all operators will have near 100 per cent coverage, tariffs are no longer a USP, products and tariffs are matched and launched overnight, so the only differentiating factor between us and our competitors will be customer service.
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Surabhi Patodia of Ola joins Practo as Head of Communications
Patodia served over three years at Ola as Senior Manager, Corporate Communications & PR
Surabhi Patodia, former Senior Manager, Corporate Communications & PR at Ola has joined healthcare platform Practo as Head of Communications.
Patodia started her career in Communications with Adfactors PR, where she helped companies going to IPO with their communication plans. She then went on to be a part of Text100, India's premier Technology PR agency, where she worked with brands like Lenovo, Tata Power Solar, to name a few. She joined Ola in 2016, and was instrumental in building a strong narrative for the brand, across India and International markets.
Patodia holds PG Diploma in Public Relations & Corporate Communications from the Xavier’s Institute of Mass Communications, Mumbai and Bachelors in Business Administration from BIT, Mesra.
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IndiGo appoints Chhavi Leekha as Director, Corporate Communications & Brand Reputation
Prior to this role, Leekha worked with Nokia India as Head of Marketing and Communications
IndiGo airlines, part of InterGlobe Aviation Ltd, has appointed Chhavi Leekha as Director Corporate Communications and Brand Reputation. Prior to this role, she worked with Nokia India as Head of Marketing and Communications. Her role included setting the direction and leading Nokia's marketing strategy, demand generations, brand strategy, event management, advertising, external/internal communications, corporate affairs &CSR.
Leekha has also worked with Uber India as Consulting Director of Communications and also served a stint at Spice Global as Group President, Brand and Corporate Communications.
Leekha has completed her MBA from the prestigious Narsee Monjee Institue of Management Studies and BA from Shri Ram College of Commerce.
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Aditya Birla Group appoints Sandeep Gurumurthi as Head of Corporate Comm. and Brand
Gurumurthi who was part of the core team that launched ET NOW stepped down from his role as Managing Editor in August 2018
Aditya Birla Group has appointed former ET Now Managing Editor Sandeep Gurumurthi as Head of Corporate Communications and Brand.
Gurumurthi who was part of the core team that launched ET Now stepped down from his role as Managing Editor in August 2018.
He was associated with the channel since inception and besides anchoring breaking news and other special shows, he hosted ET Now's flagship debate show India Development Debate weeknights at 9 pm.
Gurumurthi began his career with national broadcaster DD News, and prior to joining ET Now, he was associated with CNBC TV18,
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Yaap appoints Deepak Singh as Chief Creative Officer
Singh is one of the most awarded creative talents in the country and has won over 1000 national and international awards
Rainmaker Ventures-backed Yaap, the digital advertising agency has appointed Deepak Singh as their Chief Creative Officer. Deepak will be based in the Mumbai office and will oversee all creative functions across the Yaap network in Mumbai, Gurugram, Hyderabad, Shillong, Dubai, Singapore & Jakarta. He will report directly to the Board of Directors at Yaap.
Singh is one of the most awarded creative talents in the country and has won over 1000 national and international awards at Cannes, One Show, LIA, New York Festival, Goafest, Adfest, Spikes Asia, Young Guns and more. He has also been on the jury of some of these prestigious festivals and led creative teams across agencies including Leo Burnett, Grey Worldwide, McCann Erickson, DDB Mudra, TBWA, Dentsu and The Social Street.
For the past 3 consecutive years, Singh has led a young team from The Social Street, which has gone on to give an exhilarating performance. He has been instrumental in securing the Creative Agency of the year title for the agency, several times during 2018.
Commenting on his new role, he added, “Saying yes to Yaap was actually not a very tough decision to make for me. Right from the time we first met, Atul had a clear picture of why he wanted to hire me. I am glad he has chalked out a much bigger role for me. Being a young and vibrant company with expertise in Digital Content, Design and Influencer Marketing, Yaap I believe will be a great learning experience for me. I’m raring to go “
Atul Hegde, co-founder Rainmaker Ventures added “Deepak is a welcome addition to the array of Partners we have at Yaap, which has a unique non CEO model, our aim as investors, is to ensure that we are able to attract the best & brightest of talent into the senior management pool at Yap. Within a short span of fewer than 3 Years, Yaap has grown into 70+ people across 7 offices in South East Asia, India & the Middle East and it was the right time for us to bring in a Senior Creative talent. I wish Deepak all the very best and I’m sure he will be a great asset to Yaap. “
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Leo Burnett India promotes Rakesh Hinduja to COO, West
He has been leading the operations of Leo Burnett’s head office in Mumbai as the Executive Director and Branch Head
Leo Burnett has announced the promotion of Rakesh Hinduja to Chief Operating Officer, West. He will continue to report to Dheeraj Sinha, Managing Director, India and Chief Strategy Officer, South Asia and Rajdeepak Das, Managing Director, India and Chief Creative Officer, South Asia.
Hinduja has been leading the operations of Leo Burnett’s head office in Mumbai as the Executive Director and Branch Head.
Speaking about the elevation, Dheeraj Sinha said, “Rakesh is the perfect role model for the new-age agency we are building. His leadership on all the three parameters of People, Product and Profit has been stellar. Under his watch, we have consistently seen spectacular work that has won our brands market-share, and glory at platforms such as Cannes Lions, Spikes and Effies. He has delivered high-quality growth for the Mumbai office, leading the teams to win a new business almost every two weeks. The momentum and buzz at Leo Burnett Mumbai are palpable. Rakesh has been an amazing team player, helping push the Publicis Groupe’s Power of One agenda. Leo Burnett Mumbai’s contribution to our services such as Prodigious has helped Prodigious to become the number one ‘agency production house’ in the country within a span of two years. More than anything else, Rakesh has a never-say-die attitude and he always plays the game with a sense of camaraderie that we really value at Leo Burnett.”
In his new role, Hinduja will drive the Power of One agenda for Leo Burnett in the West. He will help build cross-platform solutions for our clients using our services in Entertainment (Publicis Entertainment), Content (Content Factory), Experiential (Arc Worldwide), Production (Prodigious), Digital (Indigo Consulting and Digitas) and Media (Zenith Optimedia, Ecosys and Beehive). He will lead all the functions of Leo Burnett Mumbai to create world-class work, build a high growth business and create a culture where people come to do the best work of their lifetime.
Commenting on Rakesh’s promotion, Rajdeepak Das said, “Rakesh is always there, backing great creative work and making integrated thinking happen for our clients. He has been an essential part of the journey to get where we are today. This elevation is much-deserved and will take all of us to greater heights.”
Talking about his promotion, Rakesh Hinduja said, “I am happy with my journey at Leo Burnett – a new-age, solution-providing ‘Wave 3’ agency. I’m proud of the brave we have work done and I am hungry for more. Hereon, there are a lot of exciting things to do and in quick time. I want to take a critical pause here to thank all our clients and the Burnetters for their belief in me.”
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Publicis India appoints Neeraj Bassi as Managing Partner & Chief Strategy Officer
Along with Srija Chatterjee and Bobby Pawar, Bassi will help in fostering collaboration and delivering on the Power of One synergy across the Groupe
Publicis India has announced the appointment of Neeraj Bassi as Managing Partner & Chief Strategy Officer. Neeraj will work from the agency’s New Delhi office. Along with Srija Chatterjee and Bobby Pawar, Neeraj will help in fostering collaboration and delivering on the Power of One synergy across the Groupe.
With over two decades of professional experience, Neeraj has worked with some of the world’s most renowned brands including Coca-Cola, Asian Paints, Cadbury, BMW, KFC, Adidas, Samsung, British Airways, WeChat, Voltas, Audi, HSBC, Max Life and Tata Singapore Airlines – Vistara among others.
He joins Publicis after a brief stint as an independent Consultant where he provided strategic guidance and brand solutions for multiple clients across various categories. Neeraj has worked with some of the top market research networks such as TNS, IMRB, and NFO and led the Strategic Planning function in advertising agencies including Cheil, Ogilvy, JWT, McCann in India and abroad. Neeraj has also won multiple awards across reputed award festivals that recognise effectiveness such as Effies (India & APAC), AMES, WARC, etc.
Announcing the new appointment and welcoming Neeraj aboard, Saurabh Varma, CEO, Publicis Communications, South Asia said: “In Neeraj, we found a partner with a shared vision of driving a deeper level of integration within the Groupe by leveraging the Power of One model. Neeraj’s vast experience and media neutral planning approach will help clients in building a holistic brand experience which will aim to create one-to-one consumer engagement, at scale. I look forward to working with Neeraj and wish him the best of luck.”
Welcoming Neeraj to the Publicis family, Srija Chatterjee, Managing Director - Publicis Worldwide, India said: “Neeraj joins at a time when the Groupe is implementing a profound transformation which puts our clients front and centre of everything that we do. His wealth of experience of working across diverse sectors and with cross-functional teams will help build a narrative around our clients’ business and marketing transformation that connects data, content and technology in an omnichannel world. I’m excited to welcome Neeraj to the Publicis Groupe family, and we look forward to him riding the next strategic wave at the agency.”
Bobby Pawar, MD & CCO - Publicis Worldwide, India added: “I’ve always believed great work is born out of a strong partnership between strategy, creative and clients. Neeraj Bassi has a history of creating strategic platforms that killer ideas can springboard from. His cross-platform approach to planning will also be a huge asset to our march towards the future of creativity. It also helps that he is fun to be around. I can chat with him for hours; the chemistry is very important when you are going to be more or less living out of each other’s metaphorical pockets.”
Commenting on his appointment, and his plans for the agency, Neeraj Bassi said: “I am really excited to be part of Publicis India and looking forward to partnering Bobby and Srija to create stellar work that stands out in the market. Working with clients as an independent consultant has given me insight on the primary concerns of CXOs and how communication can help resolve them. Clients today need an omnichannel approach to planning that focuses on identifying and solving their business problems holistically, rather than getting trapped in a discipline-specific approach. I am fascinated by the way all Groupe companies have come together at Publicis to create Power of One, and I look forward to wielding this power to build successful campaigns for our clients.”
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Airbnb appoints Google's Aristotle Balogh as Chief Technology Officer
Balogh formerly served as Vice President of Engineering, Application Storage, Indexing and Serving at Google
Airbnb has announced the appointment of Aristotle Balogh as Chief Technology Officer, according to media reports.
Balogh is expected to begin his tenure with Airbnb in November and will head the engineering and data science teams. He will also be in charge of infrastructure, information security and IT, as well as engineering for payments and community support.
Balogh formerly served as Vice President of Engineering, Application Storage, Indexing and Serving at Google, where he was instrumental in developing the infrastructure and data platforms of Google Search. He also worked as Chief Technology Officer at Yahoo and VeriSign.
According to reports, the company is expected to file for an Initial Public Offering (IPO) next year and Balogh's appointment comes at a time when Airbnb is still without a Chief Financial Officer after Laurence Tosi stepped down from the role earlier this year.
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