Home >> Advertising >> Article

I want to bring in a culture of hunger: Vandana Das

07-May-2013
Font Size   16
I want to bring in a culture of hunger: Vandana Das

The new DDB Mudra Delhi chief believes in the popular saying of John Maxwell, “A Leader is one who knows the way, goes the way and shows the way”. With dynamic leadership capabilities, boundless energy and lively people skills, Vandana Das, President, DDB Mudra Group, Delhi brings with her more than two decades of experience, including more than 15 years at Ogilvy. “I want to bring in a culture of hunger and rekindle people’s passion through constant motivation,” Das said.

She believes that her role is quiet similar to Sandra Bullock in the movie ‘Speed’, where Das is driving the bus that has no breaks, with only the accelerator functioning.  “A person can only get on the bus if he/she wants to enjoy the ride and be a part of the thrill,” she said.

“I knew that I was coming to a challenging assignment. My task was to create buzz around DDB Mudra Delhi by taking right steps towards acceptability among existing people. The clients were a little disgruntled, so I had to make them comfortable. It was quite a task to gain stability on to the existing businesses, and then I changed gears to accelerate on the path,” she added.

Being with Ogilvy for 17 years, her transition, she believes, was quiet smooth because of the fact that she hit the ground running. “There was so much to do that I had no time to look back and cry over things. I won’t even call it a break-up with a boyfriend. My bridges are not burnt and I am still in touch with people over there. But once you break-up, you have to look forward to your new boyfriend,” she added.

Building a new team
Each day was a different challenge for Das as the Delhi office saw troubled times with a lot of exits including the business heads, ECD, CD and the planner. “People who were uncomfortable with the speed or too laid back, left the agency. There could be many reasons for quitting like better opportunities or opening something for their own. For some we felt bad, but we never regretted for people who did not want to live up to the speed. It was unfortunate to see that the people who had quit also took some businesses with them. From the time I joined, less than 10 per cent of the people are still there, rest everybody is new. I quickly got a team that was comfortable with speed, including the two ECDs Talha Mohsin and Mahesh Parab, Xavi Bech as head of planning and two business heads in account management Radhika Das and Ashwini Dhingra,” she stated.

In a quick span of one year, the agency has won businesses of Yamaha Ray, Carrier Midea, Livon and Bata. However, she believes that it’s time to shift gears. “The foot on the accelerator is not yet gone but I would want to reinstate the brake a bit. It’s about consolidation of existing businesses and growing with them,” she pointed.

Cross unit learnings will be a key focus for the agency in the coming year. Creating buzz through people, product and performance, Das wants to improve the standards of the product and establish better connect with the consumers. “I believe in the art of self-selection during the pitch process. Now that we have brought in businesses, we would like to slowdown and become selective. My focus is on thinking and dreaming big and it’s time to pause, change equations and start going for big ones,” she concluded.
 

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye