Rediffusion DYR is taking major initiatives to sharpen its strategic focus. The agency has announced two senior level appointments to drive the strategic product of the agency. Arvind Mohan will be joining as the new Chief Strategy Officer and will be based in Delhi. Reporting to him from Mumbai will be S Subramanyeswar as Executive Vice President-Strategy. It may be recalled that Santosh Sood last held the position of Chief Strategy Officer before he called it a day with the agency.
Mahesh Chauhan, President, Rediffusion DYR, said, “The objective of including these two sharp people in our team reasserts our desire to be thought leaders in our industry. We look forward to build an original ground-up mental model of brands-consumers-advertising, which becomes the basis for work that leads the consumer and is not merely a playback.”
Mohan moves in from Future Brands. He was also with McCann Erickson for eight years, during which he was responsible for driving the agency’s initiative in brand consulting through an in-house division called Lighthouse.
Some of Mohan’s success stories are brand creation work on Kinley water for Coca-Cola, the recasting of Dabur Chyawanprash at a time when the whole category was losing relevance, the launch of NDTV’s Hindi news channel, and category development work for the launch of Xbox 360 in India by Microsoft.
Mohan said, “I know this will be a challenging assignment, and I look forward to working with the young and dynamic team at Rediffusion DYR.”
Subramanyeswar (Subbu) was earlier with Saatchi & Saatchi, Bangalore. He has worked on key brands like TVS, Nestle, Dabur, Tata Tea, Hyundai, Mother Dairy, BPL, Johnson & Johnson, General Mills, HBO, Cartoon Network, Sony Ericsson, AOL and Parle. Subbu is currently pursuing his pet project ‘Storytelling in Brands’.
Subbu said, “I am inspired by Mash’s dreams for Rediff. It’s a clear field before me and it is up to me to unleash my passion.”