Remembering Connie, the Master Shifu of Rediffusion...

The death of Conrad Saldanha has left an industry in mourning. Saldanha was an adman who has spent nearly 25 years in the industry. During his stint at Rediffusion, Saldanha worked as the chief executive officer of Showdiff Worldwide. In 2008, he moved on to a newly created corporate role, in which he led external affairs and communications for the Rediffusion Y&R group companies. The writer of this obituary - D Rajappa is the founder and managing partner of Aamrass Digimarc and previously worked as the president of Rediffusion. He spent nearly 18 years working at Rediffusion before moving ahead and starting his own venture. Read the obituary below.

I have many memories of Conrad Saldanha - Connie Sir to me - that I cherish. I am saddened by this loss. Connie donned many hats – executive director of the agency, head of human resources... he was someone we all looked up to. That's because he was someone who was good counsel. He gave people the right advice. His counsel was most sought after by one and all and he would lend his help without any expectation whatsoever.

I didn't report to him directly, but he was a member of the senior management. At Rediffusion, promotions were given purely basis merit and performance. There was a culture of meritocracy; the agency was an entrepreneurially driven entity. Performance and results were the only yardstick for employees – they had to just grab an opportunity and show results. Connie never bossed over anyone although he had the position and stature, he had a key role to play in the assessment of people in the agency. He was a Leader who was loved and not feared, but his opinion carried gravitas.

For me, he will always remain the Legendary Master Shifu of Rediffusion. In my two decade-long journey with Rediffusion, 1994 onwards, after my initial stint in Delhi I went on to lead as CEO of the agency's Sri Lanka operations in 2003. Though he was based in Mumbai, Connie was just a call away for any advice, especially without any strings attached.

Early in the 2000s, while I was at crossroads and was exploring options for a change, he motivated me to bide my time and keep doing my best. He said opportunities would always come... this was almost prophetic as it was a great journey for me at the agency, till March 2013. We bonded over our loyalty to Rediffusion. He was also a great believer of integrity and ethics.

In 2006 when I came back to Mumbai to lead Everest, I would seek his help on many issues knowing that he would give me a dispassionate view. Connie was genial, non-controversial, and almost child-like in his simplicity. He was trouble-shooter par excellence due to his strong personal equations in the industry.

For my younger friends in the industry, his life was a celebration of humane leadership and not one defined by one’s hierarchical position alone since that is transitory. But a position in the hearts of people is permanent. He will be missed by many whose lives he touched in his own most inimitable way.

The author is founder and managing partner of Aamrass Digimarc and former president of Rediffusion.