Rajiv Sangwan, Vice-President, Rediffusion PR
Communication agencies have had attrition rates that are perhaps higher than other industries. The need for communication professionals has grown exponentially without a commensurate increase in educational and training facilities. There is a real need for the industry to do something about the dearth of educational options for those wishing to enter the industry.

Communication agencies have had attrition rates that are perhaps higher than other industries. The need for communication professionals has grown exponentially without a commensurate increase in educational and training facilities. There is a real need for the industry to do something about the dearth of educational options for those wishing to enter the industry.
An MBA from the UK, Rajiv Sangwan’s entry to PR was just by chance. He joined Mudra, hoping that the vacancy was for an advertising job. This accidental tourist to Public Relations, today heads Rediffusion PR as its Vice-President.
In conversation with Gokul Krishnamurthy of exchange4media, Rajiv Sangwan spoke about how to excel in the PR agency business, and PR’s struggle to go beyond media relations. Excerpts:
Q. Does one's educational background help in a career in PR in India?
I do believe that the situation is changing. Clients today expect their PR partner to understand business and to be able to contribute to the growth of the business. Therefore, a management education does help as one begins on an equal footing.
Q. How has your second stint at Rediffusion been? What were the expectations?
Coming back to Rediffusion was easy. I knew what to expect and I guess Rediffusion too knew what to expect from me. Rediffusion is a great place as far as people are concerned.
Q. Would you like to give some advice to those thinking of being a part of the industry?
The world is becoming increasingly digital and my belief is that PR is perhaps best equipped to exploit that. There is also a trend of fractionalisation of media and here again PR will play a leading role. PR is clearly an industry whose time is coming.
Q. Can you tell us something about your professional journey so far?
After two years at Mudra, I joined Rediffusion Public Relations. Rediffusion offered freedom and responsibility to executives across levels as well as complete and unstinting support. The brands we worked on were tremendous for the size of organisation we were. Maruti, Bharti, Dell Computers, Gillette, Canon, SAIL, and a whole lot of equally impressive names meant that we were always on our toes. After three years, I shifted to head the agency's Mumbai operations. The opportunity of working with Vaishnavi came my way soon after that. Given that Vaishnavi was a new entrant into the PR arena with a certain scale of operations from day one, it was a very different proposition to Rediffusion. I had an exciting and fruitful two-year stint there heading the Mumbai office. It was a year ago that the opportunity to return to Rediffusion came my way and I grasped it with both hands.
Q. How bad is attrition in PR agencies? What do you think are the reasons?
Communication agencies have had attrition rates that are perhaps higher than other industries. The need for communications professionals has grown exponentially without a commensurate increase in educational and training facilities. There is a real need for the industry to do something about the dearth of educational options for those wishing to enter the industry. PR as an industry needs to promote itself so that those wishing to make a career in PR know what the available options are, and whom to turn to for advice.
Q. You handle telecom, FMCG, mutual funds, airlines and more. Do you have specialised teams to handle specific domains?
It is imperative to have a differentiated offering. Does one differentiate through specialisation or does one differentiate in alternate fashions? At Rediffusion Public Relations we have followed an approach of being experts in communication, rather than attempting to become experts in IT or pharma or FMCG. We have sought to differentiate on the basis of the work we do and how we do it. We are part of a holistic communication group at Rediffusion, which allows us to have access to experts from other communication domains and suggest solutions when PR may not be the best option.
Q. ‘Rural PR’ is an area where a few agencies are said to be channelising their energies. Does Rediffusion have any such plans?
Most agencies have not been able to play meaningful roles in rural markets primarily because the kind of brands/ corporates that have utilised PR agencies have not felt the need to devote resources in the smaller towns. The reality is that a PR agency of national stature will only invest in resources in far-flung areas if it helps meet the objectives of their clients.
At Rediffusion, we have a tie up with Mart for rural promotions. Additionally, Rediffusion travels very frequently to smaller towns as a part of its service. We are looking at a model where each of our seven offices operates with a given radius of say a hundred kilometers and all towns and cities are networked with the regional office.
Q. How important is strategic thinking when the deliverables at the end of the day are quantified in positive column centimetres?
That is precisely where we are going wrong as an industry. It is not about the output that we generate but the outcome of what we generate. Advertising, for instance, is not judged on how many times the advertisements run but on what it is able to deliver to the marketing function. PR needs to evolve measurement of outcome and not be limited by the column centimeters. As far as strategic thinking is concerned, there is really no option but to be strategic if PR is to be a useful ally in the overall marketing communication mix.
Q. Do you think there is scope for agencies in the PR space in India, besides Media Relations?
A recent survey of marketing managers in the US showed 38 per cent perceived the need to create broad role definition for PR – managing relationships across stakeholders; 21 per cent felt that PR needs to focus primarily on maintaining relationships with consumers; 31 per cent felt that PR should focus almost exclusively on maintaining relationships with the media.
The reality is that even the 59 per cent of marketing managers who felt that PR needs a broad brief would have seen media relations as a significant part of the brief. In India too, agencies and internal PR professionals have tended to focus on the media. Either PR professionals are not involved at stages early enough for them to make meaningful contributions to projects, or they may not have utilised the opportunity effectively and by force of habit veered towards media relations.
Today, I think there are companies in India that see the value of PR in going beyond media relations. We will have to grab opportunities for making wider contributions.
Q. What is Rediffusion PR’s client base like?
Rediffusion Public Relations has been fortunate in being able to partner with significant brands throughout its ten-year existence. Bharti was our founding client and continues to be. Virgin Atlantic, Toyota Motors, Archies, Amway, CavinKare, Emami, Sri Lankan Airlines are some of the other accounts that we work with. More importantly, we have had opportunities not just with leaders but also with virtual creators of categories like Radhakrishna Foodland and RK Marble. This is one of the challenges of PR to ensure that the innovators/pioneers get their due recognition.
Q. You've worked in three agencies - Mudra, Vaishnavi and Rediffusion. Is there a clearly differentiated positioning among PR agencies today?
When I joined Mudra it was one of the leading agencies. Rediffusion and Vaishnavi were pretty much at the beginning of their lives when I joined so they were significantly different experiences. Vaishnavi was large in terms of people, scale and clients from day one. Building on a significant base like that was interesting. At Rediffusion our growth has been more gradual. From a single location, three-person outfit when it started in 1995, it is today a seven-office, 40-person outfit. The growth has been consistent and we opened our latest office at Kochi as recently as late 2004.
As regards positioning, there is the specialist IT agency, system driven agency, and media-pushing agency. I believe Rediffusion is a multi dimensional agency, which allows people constant and consistent opportunities for responsibility and accountability from the day that they step in.
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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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