Ramanujam Sridhar, CEO, Brand-Comm
The awareness of what PR can do is much more than it was a few years ago. Today people have realised that PR has a role to play. Take the example of Infosys, they have realised that PR is more important than advertising.
The awareness of what PR can do is much more than it was a few years ago. Today people have realised that PR has a role to play. Take the example of Infosys, they have realised that PR is more important than advertising.
In his remarkably successful career in advertising and marketing, Ramanujam Sridhar, CEO, Brand-Comm, has held various positions such as CEO, Pratibha Advertising, Senior Vice President (South), Mudra, and Executive Director R K Swamy/BBDO.
He launched Brand-Comm in 1998. Its clientele includes Dalmia Cement, Indus-League Clothing, Philips Innovation Campus, Pantaloons, Campco Chocolates, Sasken, Amco Batteries, Ma Foi Consultants and several other major organisations.
In an interview with Prachi Jaruhar Srivastava of exchange4media, Ramanujam Sridhar shares his view on PR industry. Excerpts:
Q. How do you think the PR industry is faring?
The awareness of what PR can do is much more than it was a few years ago. Today people have realised that PR has a role to play. Take the example of Infosys, they have realised that PR is more important than advertising. Last year there were 10,000 people and this year there are 20,000 people. So how do they have exactly double the manpower unless company’s reputation is strong with people? It is overall a sunrise industry somewhat like what advertising used to be in late 80s and early 90s. Though we do have many deterring factors as well.
Q. What are they?
Well, generally, clients believe that PR is only press coverage. So the whole idea is how many columns x cm you (PR agency) can give. They tend to ignore the quality of newspaper or the tilt of the story. Secondly, I see more and more CEOs are happy if their photos are being featured, whether the brand is being featured or not or whether the target audience have a good opinion of the company or the brand or not, they don’t bother. If the agency gets their photos featured they are happy. Thirdly, too much of the PR is investors PR. They are aimed at stock market and pushing the stock prices up. It is not aimed at building the brand. So, the focus seemed to be on one particular audience - the investors. Look at the software companies. They are really concerned about their people.
Another problem the clients seem to face is that since I am giving you an advertisement, you should write about me. They fail to understand that a newspaper or a news portal or any other medium will only write about you when something is news worthy.
Q. Which have been your most satisfying projects?
I think I am absolutely happy with what we did with Indus League as a company and a lot of their success today is due to effective PR. The other challenging assignment was that of internal communication, which we did for Philips.
Q. Can you tell us something about Brand-Comm?
In December 1998, I started Brand-Comm in Bangalore. Today we have a presence in Chennai, Pune, Hyderabad, Delhi and Mumbai. We give three types of services -- public relation, brand consultancy and advertising. Brand consultancy basically revolves around specific problems. For example, when someone wants to start a new company, he approaches us for the brand name, and also how to position the company or how to reposition it. Brand consultancy is a project and time-bound activity. Our client SASKEN Technology was earlier known as SAS. We gave them the new name. Coffee bite came for the positioning. Tata was launching a wire for fencing, so we gave the name ‘Tata Wire On.’
ITC had done business plan contest called ‘Mera Gaon, Mera Desh’. We had given the name and the identity and how to promote it in various management schools. The second part of the company is advertising commercials. We worked on Dalmia Cement and Campco chocolates. Presently, we are working on AMCO batteries. And of course, PR that we do for brands like Indigo Nation, Scullers, Pantaloon, Big Bazaar, Ma Foi Consultancy etc.
Q. What is your USP?
The advertising agencies most of the time give ideas that are creative. They don’t give ideas that will make a difference to the brand. We at Brand-Comm are determined to do that. For example when you look at the brand like Scullers, we have given them a dream design contest where the customers actually gave the idea and then designer would sketch and the selected design will bear the label of the participant. One another unique solution we gave was that of the height sale where the buyer had to come with a lady and could avail of a discount, which was equal to the height of the lady. For example, if the lady was 5’4” then the buyer could avail of a discount of 54 per cent.
Q. What you have to say on the induction and turnover in PR industry?
There are not enough good talents. People, who are not doing well in advertising, want to move to PR. The second thing is that there is a high turnover in this market. Those who join the PR industry, generally work for two years with an understanding and hope that the moment any marketing communication job comes or some clients call, they join them.
So, there is a real dearth of talent. Also when they pick up the trick of the trade, they want to start on their own. They offer service at half the fee the agency was charging. This has led to shrinking of the retainer, which gives a signal of tough time ahead.
Q. Are institutes in India imparting an apt value-based education to the aspiring PR professionals?
Leaving aside the IIMs, and looking at B grades and smaller institutes, I feel that the education is not very structured. So a lot of real training takes place while on the job, dealing with day-to-day assignments. At Brand Comm, we also expose them to lot of literature and encourage them to enrich their understanding through the Internet.
Q. What were the initial problems you faced?
Earlier the larger ad agencies were not looking for small to medium clients. Today because of the competition, everybody has aggressive targets to meet. The competition has increased enormously. Because of Bangalore-centric agency, we underwent a lot of problems three years ago. Most of the companies stopped spending the way they used to do due to dotcom bust. However, then we broad based our activities and we moved to regular or old economy clients.
Q. You were among the pioneers who went for a retainer fee instead of percentage on media billing. What made you initiate the move?
We were one of the few agencies in 1998 that worked on fee basis and not on percentage on media billing. We felt that the client believes that agencies push the budget because the agency’s income is linked to its media-spend. So, we decided to go for retainer system. This helped in generating lot of faith and trust between the agency and clients. Now, more and more agencies are opting for it.
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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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