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Sunday, October 17, 2021

PUBLICIS INDIA PUSHES NEW FRONTIERS

‘Publicis In-Motion’ to build brand salience and develop stronger engagement with consumers ‘on the move’; Praveen Kumar Vadhera is South Asia head.

CB Bureau | Mumbai

Publicis Groupe India, the Indian subsidiary of Publicis Groupe, the French multinational advertising and public relations giant founded in 1926, has announced the formation of a ground-breaking concept — ‘Publicis In-Motion’.

Publicis In-Motion will be a highly specialised entity, focussed solely on deepening brand salience, envisioning experiences, and building a strong engagement with consumers while being, literally, “on the move”. 

The division will see the convergence of Arc Worldwide, Solutions, and Ecosys OOH and will be powered and back-ended by data and tech-driven insights to design and deliver scalable solutions across the Group.

To spearhead Publicis-In-Motion, Publicis has appointed Praveen Kumar Vadhera to look after South Asia. Vadhera comes in from Interspace Solutions, where he was CEO. Under the structure, all teams in Arc Worldwide, Solutions, and Ecosys will report to him, while the latter will work closely with Sejal Shah, Head of Publicis Media Exchange and the Executive Sponsor on Ecosys.  

Vadhera has over 25 years of experience in brand building, OOH, technology solutions, shopper marketing, and experiential brand intervention, and has piloted leadership roles in major networks, including WPP and Omnicom. At Interspace, where he was CEO of the entrepreneurial venture, Vadhera helped develop bespoke media-agnostic business solutions for brands.  

Before his stint at Interspace, Vadhera spent close to 14 years with the WPP Group from 2001 as India head of RMG David where he was tasked with the job of expanding the Ogilvy Group’s OOH portfolio. Subsequently, he joined Bates Chi and Partners’ 141 Wall Street, again part of the WPP Group, where he led and curated the Retail, Shopper, Experiential, and OOH functions. Vadhera was largely responsible for transforming 141 Wall Street into the biggest OOH specialist agency in the country.       

To Vadhera’s credit  is a fairly large body of work with brands, such as Unilever, P&G, Colgate Palmolive, Samsung, Vodafone, Idea Cellular, Fiat, Reebok, Star Network, and GSK, to name a few.   

Sejal Shah, Head, Publicis Media Exchange.

Referring to the paradigm change of sorts with the creation of Publicis-In-Motion, Sejal Shah said, “With fragmenting consumer attention and reducing attention spans, there is a growing need to connect with consumers at every touch point in an engaging manner. With the strength of 150 people and capabilities spanning across activation, shopper marketing, retail design and strategy, and OOH and ambient marketing, without doubt, Publicis In-Motion will provide our clients unmatched ambient and experiential capabilities. And Praveen brings in excellent and demonstrated credentials across this entire gamut of services. Delighted to have him on board.”  

Anupriya Acharya, CEO (India), Publicis Media.

Anupriya Acharya, CEO, Publicis Media, said: “Publicis In-Motion is an effort to make our ‘Power of One’ offerings even more impactful and substantive for our clients where they can leverage all experiential capabilities at one go. We have highly specialized teams under each capability but the synergized structure will make it simpler and speedier for the clients to leverage it. We expect much momentum in this space as clients move to create more impactful engagements with their customers on the ground.”   

Referring to his new role, Vadhera, who is a committed theatre and cultural activist with an abiding passion in design and the sciences, said: “I am very delighted to join Publicis Groupe at a time when there is so much momentum and an amazing diversity of skills across creative, tech and media. I look forward to working closely with the different teams across the Groupe and leveraging their expertise and creating synergies across domains in strengthening current and creating new offerings in Publicis In-Motion.”

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