The Hindu Business Line : Mahesh Chauhan is Rediff President

Rediffusion DY&R has appointed Mr Mahesh Chauhan, currently President of Everest Brand Solutions, to succeed Mr Preet Bedi, the outgoing President. Without disclosing his immediate plans, Mr Bedi told Business Line, "In some way or the other, I will be involved with the advertising industry. There is a possibility of starting on my own. But there are possible options in advertising such as marketing and I am looking at how advertising can be done differently."

Mr Bedi is also considering an overseas assignment and claims that he needs more time to figure out what exactly he would like to do. Having worked in both big and medium-sized agencies such as Lintas and TBWA, today the size of the agency does not matter to him.

"Not everything is about size. It is about being in an agency that has relevance many years later," he said. Mr Chauhan takes over at Rediffusion after completing a three-year stint at Everest Brand Communications. At Everest, besides winning businesses such as Hitachi, LIC, Kinetic, ING Vyasa, Mirc Electronics and Elder Pharma, Chauhan was responsible for turning around the creative product of the agency during his tenure. Everest was ranked No 2 at the Abby's in 2005 and No 3 this year. It is ranked in the top five in the AAAI, and recently won a bronze this year at Cannes and a silver at the One Show.

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