It was January of 1995, when D Rajappa had joined the Rediffusion Group. In the last 18 years, Rajappa has played various leading roles in the company including working in the agency’s Sri Lanka operations and heading its sibling brand Everest Brand Solutions before he donned the role of President of Rediffusion - YR in December 2010. As he exits the company after nearly two decades, seeking a new challenge, he speaks to exchange4media on the experience with a company that has now become his “alma mater” and on the road ahead for him.
18 years is a long time in agency life these days. What are some of your first thoughts?
From 1995 to now has been an interesting and amazing journey. I have great love and respect for the company and its promoters and this will never change. Rediffusion’s DNA is very entrepreneurial and it has not got me bored at any point in time. The reason why I am doing this now is because I do not want to keep doing more of the same thing. I believe that this change is good for the company’s next phase of growth and for me personally.
So, do we expect you to continue with the agency side of life or make a switch to another industry altogether?
It is too early for me to comment on this. I am seeking the next big challenge but where and how that will come from is as much a mystery to me as it is to anyone else. I am not the kind of person who is constantly changing so I would rather take my time and pick the next assignment carefully and then stay true to it. It has never been about a ‘job’ for me. It is about the next phase of growth.
What do you take away from Rediffusion given the kind of time you have spent here?
As I mentioned, Rediffusion is very entrepreneurial and has an enabling environment for people to optimise their skills. You have a blank and a large canvas to demonstrate your talent. I, for one, constantly moved from one challenge to another – where else do you get to do something like this.
Please share your thoughts on the new leadership at the company now.
While that is not something for me to comment on, Rediffusion has an extremely talented and committed team with very good clients and I have been fortunate to work with them. It is an institutionalised set-up and the company is in very good hands.