Dilip Cherian, Consulting Partner, Perfect Relations

Image is the only devise that is growth inductive and recession proof.

e4m by exchange4media Staff
Published: Dec 5, 2003 12:00 AM  | 6 min read
Dilip Cherian, Consulting Partner, Perfect Relations

Image is the only devise that is growth inductive and recession proof.

Perception is reality and factual leadership plays the second fiddle to the popular opinion," believes Perfect Relations. The Delhi based, Public Relations firm founded by Dillip Cherian in year 1992, it hasn't looked back since then. It has a list of clients, which includes BBC World, Moser Baer, Ashok Leyland, Hindustan Motors, Electrolux Kelvinator, Reebok and London Stock Exchange.

Apart from being a dominant player in the corporate arena, Perfect Relations has also been handling State governments, helping them in improving their image and in communicating their objectives to the masses.

Dilip Cherian, Consulting Partner, Perfect Relations, has been a prominent figure in public relations industry, delivering important inputs from his vast experience to Indian corporate clients, government institutions and political parties. Known to be a 'Tycoon Tracker', his columns appear in Indian Express and Asian Age. Former editor of Business India and The Observer, he believes, " Image is the only devise that is growth inductive and recession proof.

In a chat with exchange4media's Nikhil Gupta for PR Speak, Cherian talks about the importance of perception, about crisis management, new trends in corporate India and consolidation of PR industry.

Q. What are the factors that ensure that crisis will be managed? The biggest factor, which ensures that crisis will be managed, is preparedness. At a short notice, it is usually impossible to handle a crisis effectively, but our network is so large, we are able to manage crisis even without notice.

Q. How do you, create a climate of opinion, in case you are working with government on some issue which is beneficial to the country? By communicating governments objectives, if they are real. If they are not real we ask the government to get real objectives.

Q. What more knowledge Perfect Relations helps its clients with? We forecast the future, which is again unique to Perfect Relations, it is another way to deal with eventualities, and our clients ask us- what is going to happen in future?

Q. What are the changes you are presently seeing in the PR industry? I think there are agencies in PR industry who probably because of the crunch in the market, because of the market downturn, working on methods, working on techniques which are damaging both to the media as well as to the PR firm. I think in 2003,we are likely to see some consolidation; we have already seen several agencies go under. We are presently examining some proposals; we are looking at buying out some agencies. I see a process, which slowly began last year accelerating this year.

Q. In the communication that PR does for a corporate, what will be the split of media relations and non- media relations? How wills that change in the times to come? The split between media relations and non-media is probably across most agencies 90% media and 10% non-media. At Perfect Relations we have already moved to a 70-30 phenomena. I think in the next 2 years, it will go down to 60 -40 ratio.

Q. What is the unique selling proposition and target audience of Perfect Relations? The concept of 'image management' is what we really specialize in. We as a company believe that image management is something that begins with the CEO. Involves a shared vision of the top management, and is actually a part of the corporate strategy. We have multi-target audience approach, where the audience could be shareholder, distributors, dealers, the media, consumers, and government. We don't ever discuss client methodology publicly, again that is unique with Perfect Relations. Perfect Relations has handled almost all the major crisis that has faced the Indian industry, whether it is a take over, whether it's a merger, whether its an acquisition. This confidentiality gives Perfect Relations an ability to present itself and work with companies at the CEO level.

Q. Can you give us a few examples highlighting this? For example, a client of ours, a large company based out of non-metro decided to come up with an IPO in 2003. We felt 2003 would possibly be a low IPO year with only blue chips attempting to enter the market. So, we advised them to allow the market to be tested by the blue chips, before going for an IPO. This client was able to work on other plans for raising finances, and we helped him in doing that. So, forecasting the future is based on three things, the ability to understand the client, the ability to understand the competition of the client, and third the ability to understand the environment.

Q. So, what will be the Indian business environment be in 2003? In my view, 2003 will be dominated by politics, and therefore economics will continue to take a backseat. What is happening is that a large number of Indian corporates have figured out that if they wait for the government to determine economics, then nothing is going to happen. So, a lot of them have now decided to do launches, to do expansion, to make acquisitions, which were pending for sometime. So, in 2003, you will see a lot of companies getting active without waiting for the support to get active.

Q. How much credit does a corporate client gives to a business forecast done by a PR firm? Companies that integrate us well, recognize that our forecast are extremely valid and they have seen that over a period of time, which is the reason why we rarely work with clients on a short term horizon. An average time span of client with Perfect Relations is 5 years. So, our client knows that we have been right in the past and therefore we are more likely to be right in the future.

Q. How do you see the role of PR for a corporate changing? Is corporate communication complementing or inhibiting the growth of PR industry? I think communications is increasingly becoming a specialist function. The clients are focusing on ensuring that their communications is outsourced to the specialist. So, you will see corporates looking at suppliers in the PR domain, who have the strength. The second big change that I see is in the use of the net, I think corporations are going to look at agencies that understand the net better. Corporate communication has to strengthen to use specialist skills of PR. I think, corporate communication will move up the ladder in terms of quality of management, but will move down in terms of number of people used to handle the function. It is corporate communication that will outsource the specialized skills of PR.

Q. Perception is reality and factual leadership plays the second fiddle to the popular opinion," Can you explain that through an example from Indian scenario? In general, there is no doubt, that for example, the perception for Disinvestments for Government, was created by a process, where today Disinvestment is seen as a fundamental part of the government. So, therefore its perception, the reality is that it hasn't got enough money and enough sales have not happened. But it is still the big buzzword in Government's list of success, part of that was achieved by communication and by image management.

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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

e4m by Ruhail Amin
Published: Feb 8, 2019 8:20 AM  | 1 min read
Patodia

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

e4m by Ruhail Amin
Published: Jan 29, 2019 8:08 AM  | 1 min read
Leekha

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

e4m by Ruhail Amin
Published: Jan 22, 2019 7:45 AM  | 1 min read
SandeepGurumurthi

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

e4m by exchange4media Staff
Published: Nov 1, 2018 1:30 PM  | 2 min read
DeepakSinghYaap

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

e4m by exchange4media Staff
Published: Nov 1, 2018 9:06 AM  | 3 min read
RakeshHinduja

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

e4m by exchange4media Staff
Published: Nov 1, 2018 8:55 AM  | 3 min read
NeerajBassiPublicis

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

e4m by exchange4media Staff
Published: Oct 26, 2018 9:06 AM  | 1 min read
AristotleBaloghAirbnb

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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