Shubho Sengupta joins Rediffusion Y&R as creative head, digital

Sengupta was working with the digital agency, Interactive Avenues, as national creative director

Continuing its efforts to strengthen its digital capabilities, Rediffusion Y&R has appointed Shubho Sengupta as creative head, digital. Earlier, Sengupta was national creative director, Interactive Avenues, a digital agency.

Confirming the news to afaqs!, Sengupta says that he has joined Rediffusion Y&R a week ago. He will be based in New Delhi and report to Sagar Mahabaleshwarkar and Minakshi Achan, chief creative officers, Rediffusion Y&R.

Sengupta has about 15 years of experience in the traditional and digital advertising space. Of that, he has spent 12 years in traditional advertising, working with agencies such as Contract, JWT, Leo Burnett and Ogilvy.

He switched to the digital side in 2007, when Interactive Avenues roped him in from Ogilvy as its national creative director. At Interactive Avenues, he created campaigns for brands such as NIIT, Sony and Travelocity.com, an online travel agency.

Rediffusion Y&R will be the second advertising agency where Sengupta will work on the digital side of the advertising business. At Rediffusion Y&R, he will look after the digital marketing of brands such as Airtel, LG and Danone.

For the record, the agency recently hired Rachana Dharia as head, digital for the West and South markets. Dharia was roped in from Tribal DDB, the digital agency of the Mudra group. She will be based in Mumbai. Kiran Dhillon, who was appointed business head, digital in August 2009, will now head and handle the northern and eastern regions for the agency.

Expressing his views on innovation in digital advertising, Sengupta says, "Although the digital media consumption by Internet users has evolved, digital agencies in India have still confined themselves to traditional ways of digital advertising and are not leveraging the potential of digital media in an efficient manner."

Sengupta indicates that the agency is also strengthening the digital capabilities in its Kolkata branch.