Paid Media Lacks Credibility

In an exclusive interview with Image Management, Rajiv Desai, Chairman and Chief Executive of Comma Consulting, discusses how the PR industry can grow in India, and how it needs to change.

Q. Some industry experts suggest that over 80% of the PR business is split between Delhi, Mumbai, and Bangalore. How can the industry fuel pan India growth?

To fuel the PR industry’s pan- India growth, we need more business. The next big markets are away from the metros. For example, with Bharti, we worked in teeny- tiny rural areas, because that was their rural push. The next big thrust has actually been in telecom; there are now telecom related businesses in hinterland area. When you have businesses, then you have jobs, and the growth of business fuels the need for PR.  I think that is what can really help – more expansive businesses as opposed to centralized ones. It s not that  India didn’t have a very enlightened policy  because even during the Nehruvian era we had these public sectors mines, steel plants and chemical plants  in remote areas like Chattisgarh. That was enlightenment, but also a sort of forced migration into the hinterland. And without the appropriate the connectivity’s, they became white elephants.

With these modern businesses like telecom, and to some extent insurance and banking, they first built the linkages and then they locate. Whereas, in the earlier one’s you were sort of pushed into it because of the policy decision. That’s the kind of thing that will help. If for example if they stop hindering retail FDI and actually let it happen – this will create a huge rural pan-India growth.

Q. What is the biggest challenge facing the Indian PR industry?

Q. Do you see paid media as a tool or threat to the PR Industry?

If you think that the be-all –and-end- all of PR is to be in the media, then you might find this to be a factor. But it’s not for us. We are in the media because it serves a different purpose. Not just to have someone’s mug in there and make them feel great. So, if the be all and end of your PR campaign is media coverage, we get more coverage. We are a small company but no one generates the kind of coverage we do.

If it doesn’t serve the client’s purpose, then media coverage may not be the thing. If it doesn’t serve the media’s purpose, then you influence the media. Any paid media lacks creditability.

Q. How does Comma Consulting set themselves apart from the other PR agencies in India?

This article appeared on Image Management India Website on July 24, 2012.

Rajiv Desai, Comma Consulting: Paid Media Lacks Credibility

When Rajesh Khanna Dabbled in Politics

“For the last few weeks, the crowd puller on the streets of New Delhi’s official and diplomatic quarter has been Rajesh Khanna, a former film star in a country wild about movies and a Congress candidate for Parliament in nationwide elections that begin Monday,” Barbara Crossette wrote in The New York Times in May of 1991.


Mr. Khanna was pulled in to counter the star power of the “sobersided, meticulously articulate, scrupulously courtly” Lal Krishna Advani, leader of the right-wing Bharatiya Janata Party, she wrote, who was giving Rajiv Gandhi stiff competition.


“Mr. Khanna is equally renowned for once having been married to an Indian Marilyn Monroe called Dimple Kapadia. When she agreed to show up on the hustings for old times’ sake, the crowds were ecstatic,” she wrote.


Not all of them, though. 

Khushwant Singh, a columnist, author and former newspaper editor, says that the appearance on the Congress Party ticket of Mr. Khanna, whom he describes as “some kind of buffoon,” has made him decide to boycott the election, the first time he has done so since he began voting.

Rajiv Desai, who runs a public affairs consultancy in New Delhi and occasionally writes on politics and the evolution of political campaigning in India, thinks the celebrity candidate is a sign of political maturity.

In an interview, he said that the attraction to politics of public figures of any kind is a sign that the base of the candidate pool is widening and campaigns are becoming more sophisticated. In South Asia — certainly in Pakistan, India and Bangladesh — opposing parties have tended to regard each other as ideological if not mortal enemies, and have found it hard to work together after elections.

“These celebrity politicians don’t treat politics as deathly serious,” Mr. Desai said. “They can look at the other parties as rivals, not enemies.”

“In this election, although Congress is likely to get the largest number of seats, there is a chance that it may have to work in coalition with other parties. It will have to tread warily.

This article appeared on The New York Times on July 18, 2012.


When Rajesh Khanna Dabbled in Politics