Rediffusion Delhi is witnessing major action as the agency is looking at restructuring its workforce. This entails both old hands moving out of the organisation and new and younger lot taking their place.
Commenting on the development, Santosh Sood, COO-Regions, Rediffusion DY&R, said, “The agency is looking at overall restructuring and redefining its workforce, where the attempt is to make way for a younger talented lot.” He hinted that more such movements were on the anvil.
The first to join is Anil Madan, who has come on board as Executive Creative Director. Madan will be based in Delhi and will report to K S Chax, the National Creative Director.
Commenting on Madan’s appointment, Sood said, “We are delighted to have him on board. He will primarily take charge of the Airtel creative team. I am sure he will add a lot of value and would be an asset to the existing creative team.”
Madan said, “I wanted to move out and take new challenges in life. I am really passionate about working for the telecom category. It is an interesting category to work for.”
Madan, who has 16 years’ experience, began his career with Lintas, Delhi, where he spent four years. He then moved to Mudra Ahmedabad as a creative consultant for two years. The major accounts that he worked on include Dhara, GPI, Discovery, Kelvinator, Dabur Vatika Shampoo, Limca, LG air-conditioners, Seagrams 100 Pipers, Chivas Regal, Hutch, Perfetti, and Satyam, among others.
Another change in the agency is the relocation of Kolkata branch’s Client Services Director Tathagata Chatterjee to Delhi as General Manager. At Kolkata, he was heading the Airtel regional business for the East. Chatterjee replaces Ayan Chakraborty who has since then moved to Saatchi & Saatchi, Delhi.
Sood added that Chatterjee’s main role would be to head the Airtel broadband business as well as its enterprise services. Chatterjee began his career with Euro RSCG, where he spent four years. He then moved to McCann Erickson for a year before joining Lafarge Cement for three and a half years. He has worked on major accounts such as Tata Steel, Hutch, and Airtel on all the five circles of mobility and broadband.
Commenting on his relocation, Chatterjee said, “The reason I shifted to Delhi is because it is a city where one is witnessing a lot of action, combined with various strategic moves which is a huge challenge.”
However, probably one of the biggest losses for Rediffusion is the movement of Gautam Dutta, who was VP, Client Servicing. Dutta and Sood have been together for more than a decade, and in 2003 they had quit Lowe around the same time to join Rediffusion. Dutta is joining PVR Cinemas as Chief Marketing Officer.
Said Dutta, “Having spent more than 18 years in advertising, I was looking at being on the other side of the table. The move has done wonders to me, where I feel like a trainee again infused with excitement and raring to try out new things.”
One of the first responsibilities for Dutta at PVR Cinemas would be to enhance the brand image of PVR across various businesses. His focus would be to create a differentiator and offer to the consumer a unique movie experience.
Among his works, Dutta recalls Airtel and LG Consumer durables as the best ones. The reason, according to him, is, “Airtel opened up a whole new vista of knowledge where everyday was a learning experience because the telecom industry was booming – from targeting consumers, who were upwardly mobile and who could afford to make calls at Rs 16 per minute, to a scenario now where it is accessible to many irrespective of their economic status.”
He further said, “At LG, too, it was a challenge to make a Korean company a household name in India. Since its inception, the focus was to have people open up to the brand, which was a Herculean task.”
Another movement has been that of Ajay Johri, who has joined Dentsu Communications as CSD. Johri dubs his move as an attempt to rejig his career. At Dentsu, he will be reporting to Sunil Kukreti. Further, Rajesh Lekh, who was a CSD at Rediffusion, has joined CRY (Child Rights and You).