Senjam Raj Sekhar, Head- Corporate Communications, Samsung India Electronics
We look at corporate communications in two ways; first, promoting the corporate brand Samsung, and promoting the reputation of the brand; and, second, brand building activities. In the first, we have corporate reputation which involves social responsibility, the people and the service quality – a huge gamut is covered here. In the second role of promoting the brand, we have Samsung sponsoring the Samsung Cup, the ICC Champions Trophy or the Olympics; it’s PR that plays a role here.
We look at corporate communications in two ways; first, promoting the corporate brand Samsung, and promoting the reputation of the brand; and, second, brand building activities. In the first, we have corporate reputation which involves social responsibility, the people and the service quality – a huge gamut is covered here. In the second role of promoting the brand, we have Samsung sponsoring the Samsung Cup, the ICC Champions Trophy or the Olympics; it’s PR that plays a role here.
Before Samsung, Senjam Raj Sekhar was Managing Partner, North and East, for Genesis Public Relations. At Genesis, he was responsible for providing strategic direction to clients and overseeing overall delivery of service quality for client communication campaigns. Some of the prominent relationships that he oversaw included Hewlett-Packard, Benetton, GlaxoSmithKline, National Geographic, Nasscom, Hutch, Adidas, Shell, Motorola, Ernst & Young and Max New York Life.
Raj Sekhar also had a stint with Corporate Voice Weber Shandwick where he was an Account Director responsible for client servicing, media training and business development. At Shandwick, he was the spokesperson for McDonald’s during the beef controversy. Raj Sekhar was awarded the Weber Shandwick Scholarship for being one of the top achievers in Asia Pacific. He also worked with Good Relations where his biggest assignment was handling the PR campaign for BJP during the 1999 General Elections.
Raj Sekhar is a law graduate and also a post-graduate in English literature. He loves travelling, reading and writing. He has written extensively for The Times of India, The Economic Times, Financial Express, Pioneer, The Statesman and The Telegraph. He has been writing a weekly column for The Asian Age since 1997. In an interview with Rummana Ahmed of exchange4media, Raj Sekhar shares his take on the PR industry. Excerpts:
Q. How would you differentiate advertising and PR?
They are two different things – essentially in advertising, you pay yourself to get endorsed whereas, in PR, people endorse you because they think you are great or you are credible and worth endorsing.
Q. You have moved from the agency side of the profession to corporate communications. Can you spell out the essential differences in the two roles?
There are two differences – the last role was more of managing a business, I was the Managing Partner of Genesis, North and East, and was managing the area of Public Relations. We have a set of clients, we develop a team and grow the business. In an agency set up we have several clients and because we service several clients, we are not doing the entire gamut of communication services that we would like to offer.
However, in corporate communications, I am not managing a business anymore but managing the reputation of Samsung Electronics in India. Since you are largely involved with one company, there is a chance to do a lot of in-depth work. You can work for the particular client and make a lot of difference to the company.
Q. On the same subject, do you think a Corporate Communication Head makes for greater loyalty and therefore better delivery?
Actually they are complementary. The agency supports the corporate communications head. And, there is no clash. I would always need an agency because of the vastness of work. I cannot reach out to 30 countries for which I would need an agency to help me.
Q. What is the key communication plank for Samsung?
Samsung’s key communication plank is ‘global digital technology leader’. Samsung is a complete consumer electronics and technology company with a product portfolio that straddles the entire technology spectrum. In fact, many people might not know but Samsung India’s IT division sales revenue is bigger than that of Microsoft, Oracle and Sun Microsystems in India. In fact, we have been ranked as the 15th largest IT company by Dataquest. We are number one in many categories in India – High-end televisions, PC monitors, hard disk drives, optical media storage, TFT LCD monitors. In colour screen mobile phones, which contribute to 55 per cent of the total value of all mobiles, we have already overtaken Nokia.
It is our aim to make technology a part of everyday life of the Indian consumer through introduction of innovative digital products and thereby creating an aspirational digital lifestyle for the average Indian consumer.
Q. Samsung is a mega brand. What is the role of corporate communications in promoting a brand like Samsung?
We look at corporate communications in two ways, first, promoting the corporate brand Samsung, promoting the reputation of the brand; and, second, brand building activities. In the first, we have corporate reputation, which involves social responsibility, the people and the service quality – a huge gamut is covered here. In the second role of promoting the brand, we have Samsung sponsoring the Samsung Cup, the ICC Champions Trophy or the Olympics, it’s the PR that plays a role here.
Q. Why do PR agencies give so much importance to media relations and getting a press release published? Doesn’t this belittle the profession?
There are many PR agencies that go beyond press releases and conferences. While we still have some PR agencies that keep pushing releases, the mix of both will always be there.
Q. Do you think there is a lack of focus when you are in an agency, in the sense that you are handling multiple clients at the same time?
No, I wouldn’t say there is no focus; in an agency the focus is narrower compared to that in corporate communications. In an agency a particular role is designed for you and the focus is on that role, the focus is on that limited portfolio.
Q. Functionally, in Samsung, is corporate communications an adjunct of the overall marketing strategies of the company or does it play an independent role?
The way we look at communication per se, is that, we have an Integrated Marketing Group (IMG). This has three divisions, advertising and franchising, CRM and corporate communications. We meet on a weekly basis and communication strategies are decided on an integrated basis. We don’t believe in only advertising and promotion, programmes have been successful because of an integrated approach.
Q. Coming to PR agencies in India, do you feel they have evolved professionally?
Yes, certainly they have, but the biggest challenge now is to attract talent, with so many competing professions it’s important not only to attract the right talent but also to retain it. The second challenge is of measurement, there is no accepted standard like for television there is TAM, we need to have a standard measurement system.
Q. Can you highlight a successful PR initiative in which you played a key role?
I will give a Samsung example. There is this website we have started recently for Samsung mobile. In this site people can download games, ring tones and wallpapers and this site is meant for only Samsung mobile users. From a business objective the idea was to have as many people know about it and, second, have as many people enrol on the site. It was a clearly measurable objective but the main challenge was to get people talking about it since there was nothing extraordinary about the site.
Now, I did a small research on the kind of content available and I found that most of it was images of Bollywood actors or cricket stars. I wanted to do something unique and realised that Indian art is popular not only in India but also internationally. I decided to make it available as downloadable wallpaper.
I spoke to Satish Gujral and told him about the proposal. Art is usually a very niche category; any artiste would want his art to be popularised. He agreed and gave me three of his recent paintings. We did a big publicity blitz around it and it became a talking point. Later, we also had an offer from a dealer to offer MF Hussain’s paintings as downloads.
The download was free of cost and it has a registration of 75,000 since it was launched two months ago. The reason we had taken Indian art was not only because it was a novelty factor but because our focus in India is colour phones and colour screens and we wanted people to know that the richness of a Gujral painting can only be experienced on a Samsung colour screen.
There was a whole communication mix around it and it was entirely a PR-driven exercise, which came out pretty successfully.
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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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