Mumbai: National creative director of Rediffusion DY&R Pvt Ltd., K.S. Chakravarthy or Chax as he’s called, has put in his papers after three years at the agency. People close to him say he could be moving out of advertising and joining Reliance Entertainment Pvt Ltd in new media. He will be on board Rediffusion till September 2007. Another high-level executive is also believed to have put in his papers. When contacted, Chax confirmed his exit, though refused to say where he was going.
Rediffusion has been in the media spotlight recently with WPP CEO Sir Martin Sorrell visiting the country. Sir Martin has gone on record saying that he could be interested in picking up a majority stake in the agency. WPP currently holds 27% stake in Rediffusion, and is reportedly keen on majority or total ownership, though both parties would have to agree on valuation of the agency.
So, is Chax going to help set up an agency for Sir Martin? He denies this and says he is is actually looking at individual pursuits. He says, “I am leaving behind a wonderful agency and lovely people. But since I am not getting any younger, I think it’s time I took time off, and try my hand at other things. Writing for one. For instance, I used to love long copy. But the way advertising is headed in the current day; it didn’t leave me much scope for that. Another passion is filmmaking. New media interests me as well. But I haven’t narrowed down my option as yet.”
In an internal mail, Rediffusion employees were informed about Chax’s resignation. The agency has not yet narrowed down on a successor. Chax started out as a creative director at Lintas India Pvt Ltd. After that, he was the national creative director at Leo Burnett India Pvt Ltd, and then left to start his own filmmaking unit (POV) Point of View. He, however, returned to advertising in due course, joining Rediffusion in 2004.
Chax adds, “ I think I built a wonderful team at Rediffusion. I find the process very rewarding- spotting talent, grooming them and seeing them flower. Whether its Prashant Godbole or Rahul Jauhri, I have nurtured a fabulous team.” He believes that his best work at Rediffusion was on Airtel (Bharti Cellular Ltd) and TataSky Ltd.