Leo Burnett has roped in Nitin Pradhan as executive creative director for the Uninor account. He took over the new role earlier this month.
In his new assignment, Pradhan will report to KV Sridhar aka Pops, national creative director, Leo Burnett and will be based in Delhi.
Confirming the development to afaqs!, Pradhan says, "I took up the assignment because of Uninor , which is in its early stages now. Also, this global brand has ambitious plans for India and opportunities like these don't come often."
He adds that he will work towards taking the telecom brand further and making Uninor more relatable at an emotional level to the target audience.
Pradhan has more than nine years of experience and was earlier associated with Oligvy Mumbai, where his key clients were Tata Sky, Tata Sky Plus, CEAT tyres, Bru coffee and Bank of India. He has been associated with Ogilvy Mumbai for five and a half years. He has also worked with Mudra Ahmedabad.
Talking about his most challenging assignment so far, Pradhan says that Kaun Banega Crorepati (Season 2 and Season 3) and Tata Sky were the most memorable ones. "KBC 2 happened at the time when I had just joined Ogilvy and it was a very interesting start as they were done in a very short time, which was both fun and challenging."
He emphasises that it was not just a single campaign but a series of campaigns spread over a very long duration. "It was done for the same show twice but two different approaches were taken both the times," he adds.
He further adds that the second most interesting assignment in his entire career has been Tata Sky, "not because of celebrities but because the client understood that it is in the entertainment business and its communication needs to be entertaining. It's very rare that you get to work with such clients who are ready to take the risk".
Pradhan is of the opinion that both telecom and DTH services have many similarities. Both are evolving and both strive on the philosophy of 'out of sight, out of mind', "therefore they both need advertising continuously".
Sameer Gangadhar, branch head, Leo Burnett Delhi, says, "He fits the bill perfectly as we wanted someone who is very strong and intuitive in understanding the Indian consumer and can create insight led communication. Secondly, he is familiar with the demands of large format brands."