Viren Razdan, National Head of Marketing Red FM, has put in his papers after a short stint. He is set to join Bangalore-based multi-functional design centre, Idiom, as President from September 1.
Idiom was set up in Bangalore in April 2005 with Kishore Biyani (Pantaloon / Future Group) as its Chief Mentor. The design centre currently has nearly 150 designers and architects specialising in retail/product and brand designing. Some of the brands handled by the company include Levis, Godrej, Tata Indicom and the portfolio of the Future Group.
Explaining the reason for the move, Razdan said, “Idiom offers an exciting gamut of possibilities, especially with the retail category poised to grow rapidly and the potential of being able to work across categories and create an aggressive organisation in a new-found space.”
Top on the agenda for Razdan is to expand the Idiom network to Mumbai and Delhi. He, however, ruled out the possibility of rolling it out to other cities at present, saying, “In its early days, it’s important to protect the core of Idiom before we move to other cities.”
Describing his stint with Red FM as “fantastic learning”, Razdan said, “It’s a pity that it was shortlived. Red FM is poised to surge ahead in a big way. Radio, too, is on the verge of growth, but retail presents a much bigger horizon.”
Razdan began his career with HTA (now JWT). He had set up Cheil Communications in India and took it from a two-person liaison office to a 50-people operation as Senior Vice-President.
While speaking about the challenges ahead, Razdan said, “The Idiom potential is unique, to make people aware of the possibilities is clearly the first task. It is important to see how design in every sense is going to dominate future brands and retail. Secondly, there is a need to constantly upgrade the expertise in every possible manner at Idiom.”