Anil Dhirubhai Ambani Group (ADAG) is going all out to ensure media presence across sectors even as its non-media verticals – Reliance Infocomm, Reliance Energy and Reliance Capital – are all seeing growth as well. In a bid to restructure the consequent increase in ad spends, ADAG is beefing up its media function with the appointment of Nitasha Narad and Gauresh Pathare.
As is known, the company had recently appointed Sandip Tarkas, former CEO of Media Direction, to head its media duties. Joining Tarkas now as AVP-Buying are Narad and Pathare.
Narad comes from GroupM, where she was an Investment Director of the Central Trading Group. Prior to that, she was with Madison Media. Pathare has worked extensively on the Hindustan Lever brand in his stint at MindShare Fulcrum, which was followed by his decision to join Times of India, where he is still serving the notice period.
While Narad comes on board this week, Pathare will join ADAG in March 2006. Both Narad and Pathare would report to Tarkas in their new duties.
The officials will be working closely with Reliance ADAG’s media agency, Optimum Media Solutions. Giving a rationale on strengthening the media team, Tarkas said, “Our investment in media, especially in the television and print mediums, is significant and is going up dramatically. There has been a fair amount of change as well in the way we consume media. The appointment of Gauresh and Nitasha will bring further efficiency in our media needs.”
Commenting on the reasons to zero down on these professionals, Tarkas said, “They bring a lot of rich experience in the buying function. Gauresh is the expert in print and Nitasha in television.” Tarkas is clear that the best way today is a great client-agency combination when it comes to media, which is also a reason why ADAG has seen these changes.