Rediffusion Appoints Pankaj Arora As EVP & Head Of West

Rediffusion appointed Pankaj Arora as the agency’s Executive Vice President and Head of West. Arora will be based in Mumbai and also look after Ahmedabad-based businesses. 

The company's Mumbai operations are divided into three units led by Alvin Ferrao, Pushkaar Kshirsagar and Vritti Handa Dey. Arora will oversee all three units.

“Pankaj is a very different advertising professional - he has spent over a decade catalysing change in the SDG and Sustainability space. His experience of brands has been enhanced by this softer dimension of corporate communication. We welcome him to Rediffusion,” says Dr Sandeep Goyal, Chairman of Rediffusion. 

With over three decades of experience in the corporate world, Arora's last assignment was in CSR communications. He has worked closely with organisations such as Hero MotoCorp, Hyundai Motor India Foundation, Escorts, Eicher Motors, SP Group, Bharat Forge and Godrej, among others. Arora has added value towards building their Social Equity credentials, creating the CSR brand architecture, CSR strategy, behavioural changing communication as well as designing and implementing ATL and BTL social programs. These have not only impacted the corporates’ image but also helped them meet the challenges of the evolving trends in the space of societal contribution. 

On his appointment, Pankaj Arora commented, "Rediffusion is an iconic ad agency. Working for an agency once helmed by Diwan Arun Nanda and Mohd Khan is truly an honour. I hope to emulate their high standards and take the agency to greater heights.”

Arora has worked with Grey WorldWide (India and Sri Lanka), Publicis, Lowe Lintas, Contract and Triton, managing clients such as Unilever, P&G, GlaxoSmithKline and British American Tobacco Brands. 

He has also contributed to Indian brands like AquaGuard/Eureka Forbes, Paras (Moov, Set Wet, Ring Guard), the launch of Adani Wilmar's Fortune edible oil and pulses and Force Motors, among others.