Dentsu Communications has announced the re-launch of Citizen Dentsu, its division for social and development sector communication.
In a statement announcing the re-launch, Dentsu said the ambition will be to build Citizen Dentsu as a ‘Centre of Knowledge’, with ‘specialised skill sets and strategic capabilities that would address the specific sectoral requirements and focus on building currency for causes’.
Heading Citizen Dentsu now will be Rajendra Singh, who has been roped in as senior vice president. His last tenure was with JWT where he worked for 10 years, including five as head of JWT’s social communications division Thompson Social.
Rohit Ohri, executive chairman, Dentsu India Group, said, “Citizen Dentsu will focus on developing communication for social issues. Social sector communication is unique, in that it has to touch a multiplicity of target audiences and advocacy groups and, therefore, demands unconventional communication devices and unique interactive community media. Our investment is going to be on ‘innovations’, so as to create currency for social issues. I’m delighted to have Rajendra Singh on board to lead this new initiative.”
Arijit Ray, CEO, Dentsu Communications, added, “Social and development sector communication demands talent with a human touch and passion for ‘making a difference’. Therefore, our endeavour has been to put together a team with the right mix of cross-category and cultural learning and passion for social marketing. I am sure Rajendra and his team will strive towards building and crafting simple and breakthrough solutions that will add value to various community groups and stakeholders.”
On his new assignment, Singh said, “We believe we need to break the mould of traditional advertising and leverage the power of ‘innovation’ for social communication, by employing technology as much as possible. That’s the only way to beat the din and build strong currency for a cause. This is going to be the Citizen Dentsu differential”.