MAM
Fickle Formula ropes in Reedisha Rathi as business head
MUMBAI: Boutique content studio Fickle Formula has roped in Reedisha Rathi to the team as business head. Rathi, with over 12 years of experience across leading media companies, in her most recent stint was west head – IPR sales in Optimal Media Solutions, a Times Group company.
In earlier roles spearheading business development and sales, Rathi has worked with Dainik Bhaskar, Times News Network, the Zee Group and NDTV. She has extensive experience across the digital realm, on branded content, intellectual properties, television, print and exhibitions and brings a unique combination of an understanding of what makes today’s audience tick while optimizing brand visibility.
Rathi’s career graph, after a Bachelors in economics and Masters in marketing started off with a solid understanding of b2b brand connect (at Universal Media Group) to ATL media sales (Dainik Bhaskar and NDTV Good Times) and branded content for Zoom (at Times News Network) and then for Zee TV. In her last two assignments, she worked closely with large partner clients to help them exploit 360 media offerings.
Fickle Formula co-founder Suman Sen said, “We are really excited to have Reedisha on board. She brings a lot of relevant expertise to the table; she has the right understanding of the evolving and dynamic market, behaviours, and content formats. Her vision and ambition match ours, making her the perfect fit for the role.”
Fickle Formula co-founder Vivek Modi added, “We look forward to leveraging Reedisha’s strengths of building dependable revenue streams alongside working closely with partner brands to create content for today’s discerning consumers. This is our year of exponential growth and extreme clarity. She will lead from the front.”
Rathi said, "I am excited to build a steady revenue stream for Team Fickle while helping partner brands create meaningful content for a 'fickle' audience whose attention span lasts a scroll. With the variety on offer, from branded content to live-action original content and full stack animated content, brands are bound to see great value in working with us and I am geared to drive us forward.”
Rathi is also a doting mother to a toddler, an evolving content junkie, and a passionate artist. When she is not doing what she loves at work, she spends her time nurturing passionate, young art enthusiasts and building her art venture PyaaRee.
AD Agencies
Prakash Nair reportedly quits Ogilvy after 23 years
One of the agency’s longest-serving leaders has moved on, with his next destination still unknown
MUMBAI: After more than two decades at one address, Prakash Nair has left the building. The president and head of office, north at Ogilvy has moved on from the agency, according to highly placed industry sources. His next move remains unknown. Ogilvy did not respond to requests for comment.
Nair spent over 23 years at the agency, making him one of its longest-serving senior figures. He was elevated to lead the Gurugram office in April 2022, a role that put him at the helm of Ogilvy’s northern operations at a time of considerable churn across the advertising industry.
Before taking charge in the capital, Nair served as associate president at Ogilvy Mumbai, where he worked on some of the agency’s most prized accounts, including Mondelez, Tata Motors, and BP Castrol. Over the years, he built a reputation for driving modern, integrated, and award-winning work, the kind that wins metals at Cannes and keeps clients from straying.
His departure was marked in style. A farewell gathering was held in Delhi, attended by senior figures from across the advertising fraternity, a signal of the regard in which Nair is held in an industry that does not always pause to say goodbye properly.
Where he goes next is the question the industry is now asking. After 23 years at one of the world’s most storied agencies, the answer, when it comes, will be worth watching.
