Sudarshan has done Media, Strategy, Direct Marketing, Digital Marketing and Account Management on top of the early life of a copywriter. He started work early, so has been able to put in 18 years in the industry. Began working with Bates Clarion in Kolkata after his MBA. A few years later, he went out of the country, worked in South-Asia, with stints in Singapore and Dubai for Grey Worldwide, handling regional responsibilities for key businesses like BAT, P&G, GSK, Emirates and Reckitt Benckiser. He became the youngest branch head in the biggest branch of India's leading one2one marketing agency -iContract, Bombay.
Looking at Integrated planning for 360 brand ideas is really quite a passion for him and therefore, Saatchi and Saatchi's theory of Lovemarks, to look beyond branding, made an impression on him.
His growing interest in Transmedia Communication made him take up a start-up kind of job heading the Bombay office of Genesis Advertising, which was timed perfectly with the onset of the recession.
Leading the New Business Development efforts at DDBMudra West since mid-2009, he went on to head one of the 3 large Business groups in the office. Then became the Head of Ignite Mudra - the specialist agency for Entrepreneurs and Early-Stage brands. His team recovered from the loss of Ignite's largest client moving away just before him joining and rebuilt the agency within the same year. Opened business interests in Delhi and Mumbai, while continuing to strengthen the Ahmedabad operations.
With the DDB merger, Ignite Mudra became Mudra Advertising again and while he continued to head the Ahmedabad office, the group wanted him to lead the New Business Development function across the Country. He was inducted into the newly formed Senior Management Committee to spearhead the Agency’s National interests.
He had been troubled by the loss of Love across agency-client relationships & that of employee-agency relationships, he decided to do something about it. Teamed up with a bunch of like-minded & passionate friends & launched Utopeia.
He has worked on diverse product categories such as tobacco, beverages, health care, aviation, automobiles, cement, tires, telecom, real estate, retail, banking and personal care on clients such as Coca Cola, PandG, ITC, BAT, Reckitt Benckiser in the FMCG arena. Also Emirates Airlines, Lafarge, Good Year, GSK, Mother Dairy, Emami, HSBC, Tata Indicom, VSNL, Shopper's Stop, DNA, Times of India, Onida, BharatiAxa, TVS, Inorbit Malls, AOL, Philips, Electrolux, Kalpataru and Travel Guru amongst others during these years.
He has led teams that have won both Indian & International awards, including Abbys, Cannes, etc.
Occasional Squash, Scrabble, Chess player, Armchair criticism of Music, Movies, Cricket, Everything. Doting father to a 8 year old Titli and 3 year old Dolce.
Sudarshan is a digital evangelist. CNN-IBN put him in their ‘30 interesting Indians to follow on Twitter’.
Odd guest column writer on advertising and marketing and he has also been a speaker at TEDx – speaking upon The Future of Social in 2020. “Wannabe filmmaker in advertising apprenticeship; social media junkie and life buff...is how he describes himself on Facebook.”
Oh and don’t forget to follow him on twitter >> @additiyom