Rachit Vats

Radharani Mitra, ECD, Bates, moves to BBC Trust Worldwide

Mitra has been an advertising professional for the last 17 years and she has been associated with Bates for the last 12 years

Radharani Mitra, executive creative director, Bates Enterprise, Delhi, has quit to join BBC World Service Trust. The trust works with people in developing countries to improve the quality of their lives through innovative use of media. She has joined the communication and content organisation as creative director.

Mitra is an old hand at Bates Enterprise. Of the 17 years that she has been an advertising professional, she has spent 12 years with Bates. And she has worked there in various avatars. She joined Bates Enterprise (then Clarion), Kolkata, in 1995. After working there for five years, she moved to Bates Enterprise, Delhi (then Bates Clarion), in February 2000. Before joining Bates, Mitra also did stints at Lowe Lintas and JWT, both at Kolkata.

Radharani Mitra, ECD, Bates, moves to BBC Trust Worldwide
Radharani Mitra
“Bates is more than just a workplace for me. Seven years back, when I joined the agency, I contributed a lot to putting the agency in place, pitching and winning new businesses. My skills will be further used in my new role, even though I am not moving to another ad agency,” says Mitra

She adds, “Moving out of Bates is a totally personal call as, for quite some time, I have been trying to figure out my next destination. I am now reorienting my life. The BBC Trust works on a lot of social issues.”

Mitra has worked closely on various brands. At Bates Clarion, she was associated with Cherry Blossom, Gold Flake, the ABP Group, Dettol, Berger Paints and Bata. In Delhi, she worked on brands such as Indian Airlines, Nokia (some parts), Dabur, Hyundai, Indiatimes and ‘Business World’.

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