“Everest has been lucky to have had some great leaders guiding it in its 60 year journey to stay focused on building brands with effective communications.
In a highly competitive and dynamic environment, you retain business by the virtue of your understanding of brand dynamics, its performance in the market and how nimble footed and responsive you are in leveraging the opportunities and challenges.”
D. Rajappa has spent seventeen years with the Rediffusion Y&R group across Delhi, Colombo and Mumbai, working on half a dozen different assignments. He has gained immense experience across various categories, working on legendary brands such as Airtel, LIC, Maruti Suzuki and Parle Products amongst others.
From heading Rediffusion Y&R’s Delhi office to conceiving, running an experiential marketing division, to leading Rediffusion Y&R’s Sri Lanka operations and catapulting it among the Top 10 agencies, D. Rajappa has done it all.
The President of Everest Brand Solutions has been a marathon runner in advertising. A committed and passionate advertising leader, who has contributed, performed and delivered growth by adding value to the client businesses.
Leading a 100-strong team since 2006, Rajappa has helped Everest re-establish itself as a strong brand and marketing agency committed to enhancing health of a string of blue chip brands. Pallavi Goorha Kashyup tracks the new business wins and future plans of agency.
Q. Could you tell us about your new business wins in 2010?
We are delighted with the new business wins. What makes us proud is the fact that we won new business because Everest offers the best of both worlds — the experience and maturity of a large agency and nimble footedness of a small enterprise. Everest has one of the finest leadership teams in the country in terms of cohesiveness and experience of working with large brands.
Today we work with some of the best brands from IOB to ACC, from Tata Housing to CNN-IBN, Akai to Tru Milk, KS Oils to Mount Shivalik Breweries.
About 3-4 agencies were working for Zandu before it was acquired by Emami. Everest was the only agency to be retained because the client saw a great fit and value of being with Everest. Because Emami saw unwavering commitment, exceptional passion and quality creative ideas that performed, they proactively assigned a range of personal and skincare brands to Everest. We can say the same for our other clients as well.
Together with the recent new wins and the long relationship clients — Parle, Bombay Chemicals and Zandu — our portfolio today has a strong line up of blue chip FMCG brands across categories.
Q. What are the concerns to watch out for in the industry? What are your personal work targets for 2010?
I am very bullish about the Indian advertising industry. The industry is eyeing another year of good growth. I also foresee new avenues to see a significant growth. This would include developing competence and building communities in the digital space.
We have added resources and collaborated effectively to drive value for our clients. We have a strong, committed and stable senior management team comprising of Naveen Saraswat (who heads our Delhi branch), Vinita Suri (holds the fort in Mumbai) and N Padmakumar (National Creative Director).
Everest is on the cusp of change with a great portfolio of brands and a strong team. With organic growth from the existing clients as well as addition of new categories, Everest is now prepared for a blockbuster performance in the year ahead as our business focus continues to be on the best in class.