Communication is more about content than just ads: Sunil Lulla

Aug 26 2014, 03:58 IST
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SummarySunil Lulla has worn many hats. From travelling across the Indian countryside during his JWT days to understand why women liked to wear flowers in their hair to executing a turnaround in HMV's fortunes to transforming an American brand such as MTV into a happy Indian entity, Lulla has done it all.

Sunil Lulla has worn many hats. From travelling across the Indian countryside during his JWT days to understand why women liked to wear flowers in their hair to executing a turnaround in HMV's fortunes to transforming an American brand such as MTV into a happy Indian entity, Lulla has done it all. For a short time, he dabbled in the internet world as CEO of Indya.com before moving on to Sony Entertainment Television where he was part of the core team that introduced ‘Jassi Jaisi Koi Nahi’ and ‘Indian Idol’ to Sony's content line-up. His last stint was with Bennett Coleman & Co. (BCCL) where he was president, corporate development. In a conversation with FE BrandWagon's Anindita Sarkar, Lulla, who took over as chairman and managing director of Grey Group India late last month, talks about how he will use his vast experience in media and communications to grow his agency's business. Edited excerpts:

What are your plans for the Grey Group?

I have only recently joined Grey Group India. This is a great business, with stellar brands and outstanding talent, which recently won accolades at Cannes and is the digital agency of the year. My work is cut out for me as the demands of the communication industry is transforming. Enabled with cutting edge technology and the co-creation of content, communication is indeed becoming an engaging conversation. It’s more content than just advertising today. Grey Group is well poised to herald this transformation to its clients and the brands on its roster. Growth is very obviously a continuum. Finding new ways to converse with consumers and staying on top of our game is the simple goal. Grey Group’s tag line is 'Famously effective' and we need to demonstrate this every day.

You spent more than nine years in various leadership roles at BCCL. How do you plan to use that experience here?

Having worked across communication, media, digital and marketing over a range of stellar brands and business over the last 30 years, it is the passion for consumers which drives me. I played a key role in creating and shaping the brands in the Times Group’s Television Network. It comes from putting consumer interests at the centre of your vision and building relevant differentiation. Working with talent requires being able to give them space and direction both. Most importantly, effective orchestration is what I bring to the table, coupled with innovation.

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