Arora, vice-president, Mumbai, and director, corporate initiatives, Leo Burnett, has moved on. And this time, like many others in the past, he has switched to the other side of the game - the client's side. He has joined the fresh and much talked about launch by Viacom 18, Colors.
Colors is the Hindi general entertainment channel from Viacom 18, the 50:50 joint venture between Viacom and Network18; it will go on air in July. Arora will be the channel's head of marketing.
Confirming the news to agencyfaqs!, Rajesh Kamat, chief executive officer, Colors, says, "Arora's responsibilities span across consumer and trade marketing; the latter will focus on advertising and distribution marketing. This is the crucial part of the launch, and apart from the consumer bit, the trade also needs to be looked after, which Arora will handle well, I'm sure." Arora will look closely at crafting the communication for the channel and working on the brand philosophy.
Arora began his career in advertising in 1996 at Arms Communications (then Arms Bozell). He stayed there for a year and a half. Then, he moved to Rediff for a year, after which he did a short stint at McCann-Erickson.
In 2000, he joined Leo Burnett as senior account supervisor and has been there ever since. Arora says, "The agency was in a different shape when I stepped in, and today, with it being in one of the top slots, it's almost like growing up with the agency."
Arora has been on the McDonald's business for the last few years, and is responsible for some of the great work that has been initiated for the brand.
Arvind Singhal, head, marketing, McDonald's India, West and South, tells his side of the story, "Arora has been quite an important link in the relationship between Leo Burnett and McDonald's. Not only in terms of consumer insights, but also in terms of the international learnings of Leo Burnett that Arora put into practice, he shall be quite a loss for the agency, and for us, too."
The creative agency for Colors is Rediff, which has also worked on its logo. The Media Edge is in charge of the media duties. The channel identity has been put in place by the UK based firm, Petrol.
Kamat reveals that the communication for the channel will break in June, and it will be a multimedia one, including television, print, outdoor and new media. The channel plans to leverage its properties, too, for this purpose.