Manosh Sengupta, GM (Marketing Communications), IDEA Cellular Ltd.

At IDEA, we use PR to announce new initiatives, advertising to personify the brand, and ground activities to create experiential points.

e4m by exchange4media Staff
Published: Dec 29, 2003 12:00 AM  | 6 min read
Manosh Sengupta, GM (Marketing Communications), IDEA Cellular Ltd.

At IDEA, we use PR to announce new initiatives, advertising to personify the brand, and ground activities to create experiential points.

Instrumental in developing the identity of IDEA, Manosh Sengupta has been a student of brand communication for over eighteen years. His portfolio reveals that he’s a jack of many trades – liquor, IT, pharmaceuticals, cigarettes, fashion accessories, infrastructure and more. A passionate believer in the process of communication, Manosh believes that the discipline goes much beyond the world of advertising – “communication is the one truth that guides every aspect of our lives.”

In a chat with Jasmeen Dugal, Manosh Sengupta, GM (Marketing Communications), IDEA Cellular Ltd. talks about the role of corporate communication in building a brand, IDEA’s methodology to measure the efficacy of PR and the utility of corporate communications as an effective damage control tool.

Q. What is the role of corporate communications in building and promoting a brand like Idea Cellular? The role of corporate communication in building a brand is enormous and needs to be understood in its entirety. At the outset, it should be clear that communication – corporate or otherwise – is not just advertising. The latter is just one element in a spectrum of activities.

Corporate communications is used to address stakeholders who come in various forms – investors, opinion builders, prospective employees, etc., in addition to market customers. Thus, not only for us but also for any organization, I believe that corporate communications plays a key role in presenting the proper perspective of the entity.

Q. What is the nature of your association with Radio Mirchi? The basic concept of ‘Idea’ has been taken over by properties like ‘Temperature Check.’ We just don’t say ‘Idea Temperature Check;’ rather, we say ‘it’s raining heavily in CP and the idea is to take an umbrella and snuggle up to your girlfriend…

IDEA is all about planting a thought in your mind.

Q. Do you feel that ethics in the PR business is followed in the true spirit? This question cannot be specific to the field of public relations only. Let’s understand that no discipline can ever be unethical; the way it is practiced makes it so. In any area, there will be a mix of ethical and unethical players. Each will leverage the field in accordance with their values. Thus the issue is whether a particular organization has understood the value of honest PR or not.

Q.

You once told me, ‘IDEA exemplifies how corporates can go beyond mainstream advertising and PR, and explore out-of-the-box thinking per se.’ Could you elaborate on this?

With a brand name like ‘Idea,’ we did not want to restrict our brand communication to tried-and-tested 100 cc ads/ outdoors and run-of-the-mill PR activities, which would promote the product but would not be able to express what the brand name stands for. So it was important to break out of mainstream advertising. A brand name acquires meaning through the way it is projected, and some of our activites i.e. hosting forums, tieing up with media properties etc are a potent way of presenting various facets of brand personality that otherwise may not be communicated.

We recently hosted a series of forums in association with CNBC – ‘Power of an Idea’ – that gave us the opportunity of meeting personalities from diverse fields. This was a critical move for us because we are not a tangible product; people had to experience the different facets of our brand, and what could be a better way than through such seminars, where the speakers and invitees formed our target segment?

Under our alliance with Discovery, the channel created a 13-week series based on the brand proposition of ‘Idea’ – how an idea can change the way you live, work and play; the entire series hinges on an idea, which is a tremendous branding experience. You might ask me, ‘Why Discovery?’ Discovery and Idea are two sides of the same coin not only in concept but also in the way the channel operates.

In this manner, our approach to branding exemplifies ‘out-of-the-box’ thinking, which goes beyond mainstream advertising and PR activities.

Q.

Today, people have a tendency to equate PR/ corporate communication with ‘damage control.’ Has IDEA ever utilized corporate communications as crisis management?

We use corporate communication for various reasons; crisis management is one of them, if and when the need arises.

Q.

How does PR/ corporate communication compete with other below-the-line marketing activities and consumer schemes?

PR/ corporate communication does not compete, it complements. At IDEA, we use PR to announce new initiatives, advertising to personify the brand, and ground activities to create experiential points.

Q. In your opinion, is the role of corporate communications going to remain in media relations or will it stretch to individual specialization? Corporate communications is not restricted to media alone. Yes, media plays the most dominant role, which I feel is due to its visibility. But increasingly, more and more corporate bodies are looking at specialization, either as alternatives or as an addition.

Q. How do you measure the results of a PR campaign? IDEA has it’s own tracking systems through which we try to measure the efficacy of PR. However, I must point out that this has been a major concern area for me. None of the agencies I’ve interacted with are in a position to guide or enlighten me on how to measure their efforts in a scientific manner. While there are various methods currently being used by these agencies, they all agree that such methods are not the best in practice.

Q. What is the USP of your latest ad campaign? Our last campaign has been the ‘Idea Cellular Jockey,’ based on the music-messaging feature. Being the only one to offer this fascinating service, subscribers will be able to dedicate songs to their loved ones along with a personalized message any where in India on their GSM mobile phones. The receiver receives the song as an incoming voice call, in which first the sender's personalized message is played, thus creating a very high recall value.

The campaign USP is based on the phrase ‘Cellular Jockey,’ with which we are targeting the youth and the young-at-heart, who we hope will adopt music messaging as fast as SMS, which will also ring-in additional revenues for us and strengthen our customer base.” Lowe has handled the creatives of the campaign.

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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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