Girish Rao, Vice-President ,Sales and Marketing, LG Electronics India

PR is a necessary component of any successful marketing organisation and a critical driver for managing perception, increasing brand awareness and fueling the overall corporate growth. PR as a function has evolved and grown beyond day-to-day media relations, press releases, media alerts, and tradeshows. Corporates are fast recognising the growing importance and effectiveness of PR since it is considered more impactful and authentic than advertising as anything that appears as an article in a newspaper will have more credible value.

e4m by exchange4media Staff
Published: Jun 21, 2006 12:00 AM  | 6 min read
Girish Rao, Vice-President ,Sales and Marketing, LG Electronics India

PR is a necessary component of any successful marketing organisation and a critical driver for managing perception, increasing brand awareness and fueling the overall corporate growth. PR as a function has evolved and grown beyond day-to-day media relations, press releases, media alerts, and tradeshows. Corporates are fast recognising the growing importance and effectiveness of PR since it is considered more impactful and authentic than advertising as anything that appears as an article in a newspaper will have more credible value.

Girish Rao, an industry veteran with 23 years of experience behind him, began his career with Blowpast. After a year-long stint with Blowpast, he moved to BPL, where he spent most of his professional life, 20 years to be precise. At BPL, he was the Regional Head for West India, before moving on to BPL’s East India audio division. He was then promoted as all India Head of Consumer Electronics. Rao joined LG two and a half years ago as Head of Sales and was later promoted as Vice-President, Sales and Marketing. In conversation with exchange4media’s Pallavi Goorha, Rao talks about the role of corporate communications in the current scenario, the challenges, opportunities and attracting the best talent.

Q. What role has corporate communications played in the development of LGEIL as well as brand LG?

Communication – be it internal or external – has to be effective so that maximum mileage can be achieved from it. Corporate Communications, with its various functions, enhances brand equity and goodwill. The vision and mission of LGEIL has been clearly portrayed by effective PR strategies, thus making LG the most visible brand. PR has been successful in establishing LG as the industry spokesperson and a leader across all segments. Further, by means of effective internal communication, such as in-house journals, newsletters, E-noticeboard, family days and pizza meetings, we have been able to give our employees a sense of belongingness and ownership. These tools have helped us not only in establishing an open culture for our internal audience, but also in aligning and reinforcing individual objectives with overall corporate goals and core organisational values.

Q. Do you think public relations and corporate communications are interchangeable, or do you consider them to be similar entities?

Corporate communications is one of the most integral functions within an organisation. It not only encompasses media relations, but all forms of internal and external communication as well. The role of corporate communication varies with the nature of the organisation and product. So, if on one hand a listed company will have an aggressive investor relation’s team as a part of their core corporate communications team, a BPO will have a more dominant internal communications team. Also, a corporate communications cell is not necessarily involved with media relations, since it is specifically the domain of a public relations department.

Q. Do you think PR firms or corporate communications departments of various companies in India have been able to handle crisis communication effectively? Could you give some specific examples?

To a great extent they have. Corporate communications departments and PR firms have been instrumental in dissipating rumours and hearsay where there has been some crisis. Bringing out the facts and sharing information with the media to dissipate any rumours helps the corporate to address the stakeholders effectively. PR firms and corporate communications departments are the bridges for the management with its stakeholders – internal as well as external – and have a direct forbearing on the image and equity of the corporate.

Q. In these competitive times, it has become very difficult to retain highly skilled staff. What role can PR play in stemming attrition?

PR does play a role in stemming attrition to a great extent. When an employee observes that the organisation in which he is working is perceived and projected in a positive light by the media and stakeholders and is respected as the leader by other corporate as well, his belief and pride in working for that organisation increases manifold and he wants to prolong his association with the company, even if better offers are in the fray.

Q. What are the new developments taking place in the field of PR? What are the future challenges?

The PR industry is establishing itself at a very fast pace and the functions are gradually shifting from operational to strategising. Building and enhancing brand image and planning fresh marketing strategies are the new facets of PR. Internet PR is one of the fastest growing functions of public relations today. Globally, e-PR has grown tremendously and has a wide reaching audience. LGE itself has a robust e-PR mechanism in place and the LG headquarters in Korea monitors the same. All countries across the globe where LG is present and has branches upload their best PR practices, which are then evaluated as per the global standards set up by the Korea HQ. Such a practice ensures that global best practices are shared and implemented to maximise the PR efforts of LG on a worldwide scale. Just like any other subset of marketing, the challenge is to make the corporate world realise that PR can make or break a brand. PR complements advertising when it comes to visibility, brand awareness and enhancing the brand equity of a corporate.

Q. What is the present status of public relations?

PR as we see today has had a very ambiguous beginning in India. It was only during World War I that a structured form of PR came into existence. The Central Publicity Board was by far the first organised PR department, which was set up at Bombay (now Mumbai) for disseminating war news to the public and the press. It was only after the World War II that public relations actually gained importance and emerged as a vital medium of perception management. Organisations started using various PR tools such as propaganda, lobbying, campaigns, etc, with varying degrees depending on the nature of the message and target audience. Today, a stage has come where PR occupies a key position in the corporate organisational structure and true to the predictions of various marketing gurus, PR will be the next big revolution on the marketing front.

Q. How has the PR discipline evolved over the years? Has India been able to keep up with the global scene in this field or is it lagging behind?

PR is a necessary component of any successful marketing organisation and a critical driver for managing perception, increasing brand awareness and fueling the overall corporate growth. PR as a function has evolved and grown beyond day-to-day media relations, press releases, media alerts, and tradeshows. Corporates are fast recognising the growing importance and effectiveness of PR since it is considered more impactful and authentic than advertising as anything that appears as an article in a newspaper will have more credible value. Though PR as a profession has gained popularity and respect, it has still not got its due. The Indian PR industry has to go a long way to match the global standards, which involves a lot of strategic research, consultations and more. Unfortunately, PR in India is still limited to operational work to a large extent.

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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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