Advertising’s First

When the history of Indian advertising is written, I am certain that the first name on that list will be that of Rediffusion and Diwan Arun Nanda. After all Arun, or DAN, or Mr. Nanda as he was variously known, wrote its first chapter. He created and shepherded an institution called Rediffusion for half a century. He crafted work that resonates even today and built a legacy that many of us proudly carry forward.

The late-great Ranjan Kapur’s vernacular vision of advertising, with the legendary Piyush Pandey helming Ogilvy’s creative product, redefined the industry for good in the 1990s. Till then, advertising had the reputation for being very SoBo, very English (possibly unfair, but true). While there were agencies at the vanguard - Trikaya Gray and Enterprise come to mind - Rediffusion, rightfully, was the torchbearer of that era. It had a big, fat, and much-celebrated body of work including campaigns for Eveready, Jenson & Nicholson, Gold Spot, Garden Vareli, just to name a few. Its work for Congress set the initial benchmarks in political advertising. She is Taj defines the brand, while Airtel continues to ring Rediffusion till date.

Arun has left behind a legacy that’s legendary and yet simple in its workings. Behind that glint in his eyes and that smile lay a man who lived by his principles till his last days- consistently, unflinchingly, and against all odds, as the last man standing of the Indie brigade. Arun was also fiercely proud of his agency’s work. When Airtel wanted to buy out the campaign for the 3G launch as it parted ways with the agency, he didn’t bat an eyelid to say no.

Arun had an incredible ability to attract, spot, and empower them young. It’s a long list to name here. One of the biggest reasons I joined Rediffusion in 2002 was this trait that I identified in him quite early.

As I look back at his ability to empower, at times it feels unreal. When I embarked on the journey of integration way before the world woke up to it, he was cheering me every step of the way. It meant a significant cost outlay as I went about challenging and redefining the agency structure, but he never ever pulled me back and asked me for the ROI. Just one of the many times when I experienced this empowerment and freedom. Am sure all who were blessed to work with him closely would have their own tales to tell.

I write this as someone who didn’t see the creation of these iconic campaigns, but someone who closely worked with the senior statesman as he let go. As I go through the history and see the names that walked the hallowed corridors of Rediffusion, it convinces me that it was Arun’s recipe to identify and empower talent that took on the hues of timelessness. After all, the name Rediffusion today doesn’t just belong to the organization created by Arun. It resonates in the countless organizations that had their founders’ first brush with enterprise during their stint with the great man. And he stood tall, reinforcing it in each one of us.

Rest in peace Arun! The colts are smiling in the heavens.

Mahesh Chauhan is Founder-Director: Salt Brand Solutions. He worked closely with Diwan Arun Nanda during his stint as the Group CEO of Rediffusion during 2006-2010.