Sudha Sarin, Founder, Insight Communications

Right now I am competing with myself, I am not competing with anyone else so I don’t know if I want to be the largest or I want to be the biggest or if I want to be the best. One thing I am very clear – whatever we do we will do great work. At the end of it I want Insight to be a happy challenging enthusiastic environment to be in.

e4m by exchange4media Staff
Published: Sep 20, 2005 12:00 AM  | 7 min read
Sudha Sarin, Founder, Insight Communications

Right now I am competing with myself, I am not competing with anyone else so I don’t know if I want to be the largest or I want to be the biggest or if I want to be the best. One thing I am very clear – whatever we do we will do great work. At the end of it I want Insight to be a happy challenging enthusiastic environment to be in.

Armed with a Masters degree in English Literature, Sudha Sarin has had an enriching experience of over 15 years and has handled a diverse portfolio of clients from varied sectors, both at national and international forums, which include power transmission, aviation, IT, television broadcast, telecom, etc. Currently the CEO of Insight Communications, a full service corporate communications company, Sudha shares her vision for the agency in conversation with Sumita Patra of exchange4media.

Q. What is your client base like?

I work with an oil and gas major where I am a consultant, I work with a sports management company, a talent management company for blind musicians and artists. We also work for one of the leading job sites in India and a matrimonial website. We also work with Iriver, which is an MP3 player. So it’s an interesting gamut.

Q. Do you think there is scope for agencies in the PR space in India besides media relations?

Yes, but it is still going to require immense amount of education on part of the agency and immense amount of effort on part of our associations and our seniors to be able to ensure that public relations is recognised in its entirety.

Q. Tell us something about Insight communications?

Insight is young, I am hoping to make it an organisation some day, I still don’t dare to call it an organisation, it’s young and thereby, it is still in some way trying to redefine its positioning and its role.

I think I struggled with the name for a very long time because I wanted a name that was straightforward and in some ways spoke of what we did or what the core competence of the service that we were bringing about was. Insight seemed appropriate because it has a double meaning – it means that the company is ‘in sight’ of other people and the service that we provide gives ‘insight’ to its various audiences about the business that we conduct – and that’s how the name was formed.

It will be a year pretty soon and all I can say is I have had no reason to regret what I have done or to rethink the decision. Things are going very well for us, our growth is steady and it has been deliberately kept so because you need to deliver first before you look at growing and that’s where we are.

Q. You have had handled clients from varied sectors, which have been your most satisfying projects?

In terms of the most challenging projects that I have worked on is the Lakme India Fashion Week, which was a challenge in itself because of the sheer size of the project. The biggest challenge is to be able to find a balance between your clients to make each one of them a rewarding experience and to be able to find your own personal challenges within that, to enable you to deliver and also grow in terms of your own redefining process, because after a point of time if you do not extend yourself, extend your boundaries, you will eventually begin to stagnate.

Q. How do you distinguish the role of PR and advertising? Do you think PR plays a secondary role in the entire communication process of a client or brand?

I am not going to tell you what is the difference between PR and advertising. I think what is happening today is that clearly clients and brands are seeing the value that PR provides and a lot of clients with small budgets prefer to go the PR route. So I don’t think the value proposition of PR is under question any more, but yes, I feel in India it will take sometime before PR is seen and recognised in terms of its true power, a lot of companies still see PR as a cheaper option.

Q. Why do you think brands consider PR as a cheaper option?

It’s very simple. How old is our industry in India? It’s a very nascent industry. Advertising has been there for years, even if you look at the size of the PR industry, it is miniscule compared to what the size of the advertising industry is. But I do believe that we as an industry are going the right way. We have finally established ourselves and I am sure the sort of work that we are doing will ensure that we will find our place in the sun as an industry.

Q. You were part of the electronic media as well, how was that experience?

It’s been absolutely wonderful, it’s young, it’s vibrant, it’s immediate, the learning is tremendous. To be honest, it has honed my skills as a PR person, I think personally for me, in terms of my growth as a professional, my experience with Asia Business News and CNBC helped me develop certain skills which have enabled me to see my role in a 360 degree angle.

Q. You handle IT, telecom, web and more. Do you have specialised teams to handle specific domains?

That’s the way our business is moving towards. If you need to grow, you will eventually have to create specialised teams and be able to define what you call your core competence. We are trying to create synergies internally so this is something that we will be looking at in a few months, where we will be looking at some training programmes that we want our people to go and work and learn from and imbibe.

Q. You have undertaken some corporate media training with some leading corporations in India. Can you tell us something about that experience?

I think training programmes are always challenging because you are expected to complete a certain preset agenda within a certain allocated time, so not only will you have to create the format and do the research, you also have to ensure that you deliver. And while you are delivering, you are able to contain the interest of all senior CEOs CTOs, CFOs, and the marketing heads you are delivering to. The biggest challenge is to make it interactive. The success of any training programme is based on creativity, interactive ness and the crispness of what you are delivering.

Q. What are the challenges and opportunities facing PR agencies today?

We have a few challenges that we need to be very clear about. One is that we need to ensure that our pool of talent grows both in terms of width and depth. The second challenge is to work along with corporates to make them understand the power of PR in its entirety. The third challenge is to help clients understand the importance of media relations. Public relations is communicating with all the public that are relevant to business, media is one important ingredient, but it cannot be the entire basket.

Q. How do you see the roadmap for your agency?

I want to grow, but right now I am competing with myself, I am not competing with anyone else, so I don’t know if I want to be the largest or I want to be the biggest or if I want to be the best. One thing I am very clear is that whatever we do, we will do great work, we will not be afraid to take on a variety of clients because that’s a learning process for us. However, we plan to expand to other markets in the coming year and define our competence as also decide what we want to offer as primary services and what is it that we want to offer as off the label services. But at the end of it all, I want Insight to be a happy challenging enthusiastic environment to be 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

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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