Nitin Alawadhi has resigned from his role as a client servicing director (CSD) at Cheil Communications to take on a larger role at Bennett, Coleman & Co.’s The Times of India (TOI).
His new role at TOI is that of deputy general manager of the Response Development Department and he will be based out of Delhi.
Alawadhi commented on his new role, “360 degree communications, over the years, have become more of a cliché. It’s easy to talk about it in presentations; but to convert it into a cohesive functional reality, one needs to transform one’s thought process. The approach has to be induced in the marketing plan, as an irrevocable philosophy of delivering customised solution to a defined brief.”
He explains that, “This is the only logical response to the changing brandscapes in India. In simpler terms, nearly all agencies provide standalone specialised services, such as event management, on-ground promotions, product demos, retail activation and the like. The need of the hour is to take the path of ‘Media Wholism’ to offer backward integration.”
Alawadhi recognises that taking on the challenges of helping in generating incremental sales volumes and building the brand is a double-edged sword. The idea is to help the marketers to capture the consumers’ imagination and let them experience the brand in the most persuasive manner.
Alawadhi has twelve years’ experience on pan-India projects across industries, conceptualising and executing events, promotions, seminars, exhibitions and direct marketing assignments with SIS, retail and OOH media. He worked with Amway India and Ogaan Publications, before he joined Cheil Communications in August 2004. He has also worked with Percept D’ Mark, where he later formed his own outfit, called Speed Events and Promotions.