afaqs!

Sudarshan Banerjee to head Genesis, Mumbai

By Savia Jane Pinto , afaqs!, Mumbai | In Advertising | May 28, 2008
Banerjee worked earlier with Saatchi & Saatchi Bangalore as AV-P, client servicing, and before that, with iContract

Sudarshan & #BANNER1 & # Banerjee has moved back to Mumbai to join Genesis Advertising as vice-president and general manager. Banerjee moves from Saatchi & Saatchi Bangalore, where he was associate vice-president for client servicing.

At Genesis, Banerjee's mandate will involve taking Genesis' Mumbai office to the next level. The Mumbai office was set up in 2001 and since then, it has bagged quite a few brands, which include Reliance Industries, HCC, Cut (a retail chain that has two outlets in Pune), InOrbit Mall and an IT park for HREL.

Banerjee will also be responsible for Exhibit Genesis, which creates exhibitions from concept to execution.

Sudarshan Banerjee
Currently, he is looking for enterprising talent that will add to the creative wealth of Genesis and is close to finalising a creative partner for the agency. He hopes to go beyond the Genesis way of thinking - which is a 360-degree outlook on each communication problem - to include his transmedia communication. In this manner, he aims to create different communication, which in the end builds the one single brand for which the different communications were created.

Banerjee feels this stint at Genesis is going to use all his resources to the fullest. "There is an amount of freedom that I will enjoy here, which is not always possible to achieve in an MNC," he says. That he will be involved in all aspects of the agency's growth excites him.

While with Saatchi & Saatchi, Banerjee was responsible for the TVS Flame and aol.in businesses. "When I joined Saatchi & Saatchi, I was glad that after my stint in various media such as BTL (below-the-line), digital and the like, which I handled at iContract, I was getting back to advertising," he says.

Banerjee has worked with Grey Worldwide, MediaCom, mediaedge:cia (then Zenith Media), Bates David Enterprise (then Bates) and iContract. Prior to iContract, Banerjee was business director with MPG.

Banerjee has more than a decade's experience in servicing, strategic planning and media. Some of the clients he has worked for include ITC, HSBC, Tata Indicom, Shoppers Stop, Onida, P&G, Glaxo Smithkline, Coca-Cola, Emirates Airlines and Reckitt & Benckiser.

Genesis Advertising was started in 1988 by Ujjal Sinha in Kolkata. In 2001, the Mumbai branch was set up, and in 2006, the one in Delhi. The Bangalore office was started this year. Genesis is Ad Club Kolkata's agency of the year.