You’ll be hearing a lot about Rediffusion & Everest in the next few months:Sandeep Goyal

Rediffusion partners Diwan Arun Nanda and Ajit Balakrishnan, who have held 50 per cent stake each in the agency, have decided to step back from day-to-day operations of the agency. One of India’s oldest advertising agencies, which has given many stalwarts to the industry, has been acquired by adman Sandeep Goyal’s Mogae Media. Mogae Media has also acquired Rediffusion’s sister concern, Everest Advertising.

Nanda, who founded Rediffusion along with Balakrishnan and Mohammed Khan in 1973, will remain Chairman of Rediffusion. Goyal will take over as Managing Director.

Also read:

Rediffusion founders step back from day-to-day management; Sandeep Goyal back as MD

Goyal, an industry veteran, was the President of Rediffusion (then Rediffusion DY&R) in 1994, when he was handpicked by Nanda to drive growth for the agency. He won several prestigious businesses for the agency and brought in a significant change in the agency’s outlook. He was also instrumental in setting up shop for Dentsu in India when he was their Chairman and JV partner for Dentsu India and Middle East. He currently holds the post of Principal Secretary to the Government of Punjab, CEO of the Punjab CSR Authority (Honorary).

While this is a huge step from Mr. Goyal’s point of view, his vast experience and knowledge should give a new lease of life for both the agencies and begin a new chapter in the Indian Advertising.

In conversation with Adgully, Dr Sandeep Goyal, Chairman, Mogaé Group, and Managing Director, Rediffusion, speaks about this latest development, his scope at Rediffusion, earlier association with the agency, as well as his big plans for both Rediffusion and Everest.

What does the acquisition of Rediffusion India and Everest Advertising mean to Mogae Media? How do you plan to integrate with your current Media business?

I have joined Rediffusion as its Managing Director. It will be my job to integrate all parts of the business, going forward. It is too early for me to tell you how this will pan out. Perhaps, in a few months I will have a clearer picture of what exactly needs to be done.

At present, both Rediffusion and Everest are not in the top when it comes to mainstream advertising? What plans do you have for both the agencies amid tough market conditions?

I had joined Rediffusion for the first time in 1994 as Executive Vice President charged with the responsibility of Business Development. Back then, almost no agency had a dedicated new business team. Branch Managers were the new business leaders, but hardly ever did an adequate enough job because they were burdened with client servicing responsibilities. Diwan Arun Nanda was my boss then (he is my boss now). He had told me, “Don’t leave any stone unturned. Go for it”.

My first big win was Airtel. We got to launch the brand from zero. Alongside, I also won Casio pagers, in those days also from Bharti. Then I went after Maruti and we started with the M800, then Zen, then corporate, then a lot more. I added a VSAT brand, Singer Sewing Machines, Atlas Cycles, a cigarette brand from Godfrey Philips – in no time Rediffusion Delhi was the second largest agency in Delhi.

In the advertising business, there is no such thing as not being top-of-mind. It can change in no time. In the next few months, mark my words, you will be seeing and hearing a lot about both Rediffusion and Everest.

What happens to the current management at both the agencies? Are you going to rejig the same and introduce some fresh faces?

Again, it is too early to say. Rediffusion has always been very talent strong. We will add on more people as business grows. Also, we may look at expanding geographies. Possibly, enter more business lines. We will look to hire the best of talent as the need arises.

With pandemic having impacted the economy, the road ahead will be challenging. How do you plan to navigate these tough times and bring in a fresh lease of life for both the agencies?

In the past one year, I am told the agencies have done a stellar job with staff working from home. We will continue the good practices and innovate as we go along. Today, technology has made anything possible. Also, clients have been very understanding and supportive. Also, hopefully things will get better with time.

Will you be looking at aligning with some of the network agencies to expand scope of business with some global clients?

If you have been looking at the ads on IPL, the biggest spenders are gaming companies, edtech companies, payment apps and food deliveries. Each one of those brands is Indian. And almost none of them is handled by network agencies. So, while global clients are desirable, it is more important to look at well-funded start-ups who are headed to be unicorns, if not already there.

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