Gitanjali Puri, Head-Advertising and Marketing Communications, Xerox Modicorp
We do not have a photocopying proposition as such; the Xerox of today is quite different from the Xerox of the past. Like every great brand, Xerox had to redefine itself. We have transformed from analog to digital; copying to printing; and from products to services.
We do not have a photocopying proposition as such; the Xerox of today is quite different from the Xerox of the past. Like every great brand, Xerox had to redefine itself. We have transformed from analog to digital; copying to printing; and from products to services.
Gitanjali Puri, Head-Advertising and Marketing Communications, Xerox Modicorp., is a graduate from S P Jain Institute, Mumbai. After graduation she joined Ranbaxy, Delhi, as Brand Manager. After three years at Ranbaxy, Puri decided to switch over to Everest, where she was Account Group Manager. Again, three years later, she moved to Hakuhodo Percept as Associate Account Director where she serviced the prestigious Honda City account. In August 2000, Puri bid adieu to advertising and joined Xerox Modicorp. In an interview with Ashish Singh of exchange4media, Puri, Senior Manager-Advertising and Marketing Communications, Xerox Modicorp., talks about the fallout of the bribery charges against Xerox in India in 2002, the rebuilding process and the new Xerox and its turnaround strategy. Excerpts: Q. What is the unique photocopying proposition of your company?
We do not have a photocopying proposition as such; the Xerox of today is quite different from the Xerox of the past. Like every great brand, Xerox had to redefine itself. We have transformed from analog to digital; copying to printing; and from products to services. The Xerox proposition is summed up in our mission statement -- ‘ helping people find better ways to do great work’.
The Xerox offering today is focused on three key markets: high-end production environment, networked offices (small to large), and document management services. Xerox is dedicated to providing document solutions that simplify work and enhance productivity. Whether it’s a small business or a multinational corporation, we offer products and services that can help a company improve its business processes and share crucial information and knowledge.
Q. Has the company been able to overcome or erase the fallout of the bribery charge? Is there still a perception hangover?
I think that it is now in the past because our customer base has been supporting us. In 2003, we showed good growth. As far as perception is concerned, it will take its time. We can accelerate and steer it in the right direction by trying to be more visible. We have always come forward and shared the facts.
Q. Is there a difference between the role of a corporate communications manager and a PR agency?
Yes, I think there is a difference. As a corporate communications manager, you are responsible for ensuring that the company is visible and acurately projected in the media. Our focus is Return On Investment(ROI) with respect to all communications activities. A corporate communications manager needs to ensure that the PR programme is consistent with and aligns to the company's global PR program. PR agencies have a strong understanding of the media. A PR agency that understands your business can recommend the right tools to deliver the PR program.
Q. What PR activities are being currently undertaken by Xerox?
Our PR programme is tailor-made for each of our business groups. For the High-end products business, our target audience is the Graphic Arts segment and specific verticals like banking, insurance, telecom, etc. Our intent is to educate the market about Xerox’s digital offering and specialized applications. We are actively engaging with graphic arts industry association and the trade media. Customer endorsement is used to build credibility and drive home the advantages of using Xerox solutions. We also participate in key industry events to leverage speaking opportunities and showcase our solutions.
For our Office business, our PR initiatives are focused on a consistent product review programme aimed at end customers. As and when we introduce new products, these are offered to key IT publications for review and testing. We find that third-party review is an excellent tool for leveraging with prospective customers. Also important are regular interactions with publications targeted at channel partners to create awareness for Xerox products and share our strategies with them.
Q. Finally, what are the essential qualities of a perfect PR manager?
I feel that he or she should be a quick thinking person and should have personal credibility. You need to be persuasive to get the work done and of course you ought to have good communications skills. If you are part of a PR agency, you should have a sound understanding of the client’s business.
Q. Xerox has always been synonymous with photocopying. But the company suffered a major perception hit in India after the bribery charges. As the corporate communications manager, what problems did you face in that situation?
Xerox Corporation has just come through one of the most successful business turnarounds in recent business memory. Till 1999, Xerox Corporation was really at the top of its sector. Yes, we did face some problems globally but we have successfully managed to overcome that phase. But things were different for a while -- competition was getting tougher, revenue and profits were declining and the brand was taking a beating.
A key factor that helped us come through that phase was the strength of our brand. Xerox’s strong brand identity is an asset – Xerox remains one of the top brands worldwide. We are presently in the second phase of the turnaround strategy where our key focus is growth.
As a company we remain committed to innovation in the workplace; this is backed by our $1 billion investment in R&D, all focused on delivering better ways to do great work. Our investment in R&D is paying off; over the past two years we have brought to market more than 40 new products and more than half our revenue comes from these new products.
Q. So what was the communication plank?
Changes in the global business environment have required Xerox to rethink, redefine and reinvent itself over the past few years. What has emerged is a new Xerox. One that better understands customers’ document-related needs and uses smart documents and smart processes to help businesses enhance productivity and save costs. The communication challenge is to create an awareness and understanding of the new Xerox, and highlight how we add value to customers’ businesses through our document management expertise and offering of better products and services.
Our communication objective is to bring a change in the customer perception that Xerox is only a photocopier company. The focus of our advertising and PR programme is to position ourselves more accurately -- as a ‘document solutions’ company, and highlight the tangible business benefits from Xerox products and services. Our communication theme is ‘ there’s a new way to look at us’.
Q. Why is it that PR/corporate communication is not given its due in India?
I would not agree to that. In Xerox, corporate communication is an important marketing tool; it has a strategic role. At Xerox, we believe in ‘metrices’ which means measurement; anything that is measurable can be tracked. PR too is measurable; we keep sharing information with the management.
Q. Of late, Xerox has been aggressive in the print media. Your competitors, Samsung and Canon, have been prominent in the electronic media. Why this divergent strategy?
Typically, in B2B advertising you speak to a specific target group and select the media vehicle acordingly. TV, as we all know, is cost effective, but more suited when you want to reach a mass audience. In B2B marketing, we are focussed on ROI and prospect generation, therefore the print and online mediums work better for us.
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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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