Senior advertising professional Ashish Kazanchi is joining Rediffusion DY&R as Group Creative Director effective today and he would be reporting to National Creative Director, KS Chakravarthy. With his 10-year background in advertising, Kazanchi is well known in the Delhi circle, more so for his work when he was in Publicis Delhi as Senior Creative Director. Prior to his Publicis days, Kazanchi was associated with O&M and McCann Erickson as consultant.
With the new development, Rediffusion’s creative structure shapes up like this: At the top there is National Creative Director Chax, and below him are three creative teams (one headed by Adrian Mendonza, the second headed by Zarwan Patel and Prashant Godbole and the third by Kazanchi).
Announcing the development, Chax stated, “Ashish Kazanchi would undoubtedly be a big asset for the organisation. Initially, he showed some reluctance in joining us because his base was in Delhi, and he was insistent on continuing there. But gradually, he took a call on what we had to offer and made a decision to join us as Group Creative Director. Kazanchi is one of the few people who understands radio as a medium, and has done much work on that front. Agencies are now starting to look at radio as a serious medium, and are finding new ways of deriving maximum mileage out of it. Which are why, Kazanchi’s inputs on this front would be greatly appreciated. In addition, he is a tremendously gifted person when it comes to creative thought, and he’s comfortable with both the mediums – be it English or Hindi. It’s rare to find creative people who can carve out exceptional work in both the languages.”
As Chax puts it, the South Mumbai notion of an accented copywriter doesn’t hold much good today. “We are looking for team leaders who can take the cause of creativity further in a way that’s intrinsically Indian. Because at the end of the day, we are addressing the Indian masses,” he says.
For Ashish Kazanchi, the new assignment is a homecoming of sorts. “In my initial years, I was a part of the client-servicing team at Rediffusion. It’s like homecoming for me – only this time, in a different capacity. The brief is to deliver some fantastic advertising which would bring in due returns for our clients and to help Rediffusion secure a place amongst the top three. Rediffusion already has quite an impressive reputation in the advertising circles, and it plays host to some of the biggest spenders in branding history. I look forward to working with Chax; we share a great rapport and he’s one of the best brains in the industry.”
However, as Rediffusion is sprucing its creative team in a big way, more announcements are expected to arrive in the next few days.