Rediffusion Y&R appoints Rachana Dharia for digital in west, south

Rediffusion Y&R has appointed Rachana Dharia to head its digital business in the west and south. She will be based out of Mumbai and report to Nisha Singhania, executive vice president, Rediffusion Y&R, Mumbai. Her counterpart for the northern and eastern region is Kiran Dhillon, Business Head, Digital, based out of Delhi.
 
Said Singhania, “Digital is no longer an imminent future, it a reality of today, an ever-growing one. The challenge is to effectively utilise this medium to not just communicate the brand, but engage the consumer. With our philosophy of Brand Conversations TM and Rachana at the helm we are geared to evangelize the digital medium for all our brands.”

Added Dharia, "2010 has been defined as the year when we will see the definitive shift in a brand’s approach to digital media in contrast to other advertising mediums. We are crossing over a new divide between the traditional mass media age and a new age most people call the digital age; often called the relationship age. Rediffusion Y&R has a clear path chalked out for their digital cell and I’m excited with where I’m expected to take this forward to.”

Dharia brings with her a total of 13 years of digital experience. Her last assignment was with Tribal DDB where she headed the digital solutions business and worked with brands like Volkswagen, Idea Cellular, Wrigley’s, The Times of India, Madura Garments, Honda and MTV, among others. Prior to that, she has worked with Tech Mahindra Razorfish, Human Factors International, Infosys Technologies and The National Stock Exchange of India.