Rohit Misra quits Rediffusion – Y&R as president

Sumedha Srivastav - Televisionpoint.com | Mumbai
Rohit Misra, president, Rediffusion – Y&R, for the Indian and Sri Lankan operations, has called it a quit at the agency. He is presently serving his notice period at Rediffusion.

In February this year, Misra had moved to India from Sri Lanka, assuming the role of the agency's president to fill in the position left vacant by Mahesh Chauhan, who was promoted as group chief executive officer (CEO).

In Sri Lanka, Misra was functioning as the CEO for Rediffusion, a position he took up in 2008 to partner the launch of Airtel in that market.

Misra has confirmed the development to Televisionpoint.com. He says, "My decision to quit the agency was on personal grounds. Rediffusion is a organisation, where I have experienced team spirit, talent and fantastic clients, but, the agency is moving in a direction different from where I wished to see it go."

Sources say that as Mahesh Chauhan is trying to revamp and bring about a creative renaissance at Rediffusion, a lot of resumes of creatives are floating around. No, not of prospective creatives looking to work at Rediffusion, but the other way round.

And the reason for this are the changes that have recently taken place at the agency, which according to sources, have not gone well with people at the agency. Immediately after the exit of Ramanuj Shastry, who quit not just for greener pastures, but, because he was told to report to Misra.

Only, recently there was the promotion of Minakshi Achan as chief creative officer, who partners Sagar Mahabaleshwarkar, a move which has rubbed the creative the wrong way, sources say.

Earlier this month, the agency was also amidst a huge controversy in the web of 'scam' ads. Rediffusion created an ad for Colgate Palmolive that it uploaded on the Internet without the client's approval.

The repercussions could have been quite severe. Sources said that Colgate even considered moving its business away from the agency that has handled its brand since 1984. Chauhan will have to use all his creativity and servicing skills to steady the ship.

Meanwhile, Misra has been in the advertising industry for close to 20 years and has handled various markets of the subcontinent and West Asia. Earlier, he has worked with Euro RSCG Worldwide as regional vice-president, Middle East.

He was also a founding member, shareholder and member of the management committee of Euro RSCG when the group began its operations in India in 1996. He set up and managed the New Delhi office of the company.

Misra began his career in India in 1989 with Ogilvy & Mather Direct, working on direct marketing strategy and implementation for clients such as American Express, Xerox, British Airways and ITC hotels. He has also served as a mentor in the HH Mohammed Bin Rashid Programme for Leadership Development.