Brand Curry, the
two year old in brand communication consultancy, has hired Ramesh Tahiliani as senior vice-president. Tahiliani joined the agency in early April to take its aggressive investment plans forward.
Before joining Brand Curry, Tahiliani was associate vice-president at Bates PanGulf, Dubai. Before that, he was deputy general manager at ADINC/Team Y&R, Muscat.
Tahiliani talks about his latest assignment, "After spending 20 years in advertising, I could have easily joined a big ad agency, but I was looking beyond that. At Brand Curry, I get to face a different challenge because it is more of an entrepreneurial assignment."
Subrata Chakraborty, MD, Brand Curry, says, "We will recycle the profits that we have earned in the last two years and spend it on aggressive investment plans, which we have already chopped out. We plan to be a major player in the brand communication consultancy segment in India. After Sabu Paul's appointment to take our plans forward, we thought of roping in Tahiliani because he has vast experience in this field."
Tahiliani adds, "Besides the different opportunities that I will get at Brand Curry, both Chakraborty and I have had the experience of working with O&M, so our values and approach to advertising provided a common meeting ground."
Chakraborty plans to carve out a niche for the agency, "Thankfully, we are witnessing an era in which the old benchmarks and standards are being diluted every day. Already, Anglo-Saxon norms are desperately trying to cope with 'desi' street smartness. All these are changing the fundamental patterns of consumer attitudes and behaviour. We were looking for a partner who could sniff out these patterns and use them to connect brands with the 'new' consumer. Ramesh fits the bill brilliantly."
Tahiliani started his advertising career as a trainee account executive with RKSwamy/BBDO, Kolkata. He moved to Grey, Kolkata, as a senior account executive and then joined O&M, Kolkata, as a management supervisor.
Tahiliani has experience of working with O&M's Mumbai branch as client services director on accounts such as ICICI Bank and Prudential ICICI. He has also worked as client services director on Gillette, Virgin Atlantic and 'India Today' with McCann-Erickson, New Delhi. Tahiliani has worked with Bates Enterprise (then Bates), New Delhi, as associate vice-president on Nokia.
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