Announcing the change Rediffusion DY&R chairman Diwan Arun said, "I am absolutely delighted to have Mahesh at the helm of affairs at Rediffusion. He is one of the finest advertising professionals in the industry today, and the ease with which he turned around Everest in a short span of three years, is indeed remarkable. Mahesh not only brings with him leadership and dynamism, but also youth, vitality and a fresh perspective - just the qualities we were looking for in a person who would lead Rediffusion in the years to come."

With fifteen years of advertising experience, Mahesh has worked in agencies like Ogilvy & Mather and Rediffusion DY&R, before taking over as president of Everest Brand Communications.

Under his three year leadership, Everest has not only grown but also bagged creative recognition both in India and worldwide. Besides winning businesses such as Hitachi, LIC, Kinetic, ING Vyasa, MIRC Electronics and Elder Pharma, Chauhan was also responsible for turning around the creative product of the agency during his tenure. Everest was ranked No2 at the Abby's in 2005 and No 3 this year. It was also ranked in the top 5 in the AAAI, and recently did India proud by winning a Bronze this year at Cannes and a Silver at the One Show, informs an official release.

Commenting on his new role, Chauhan said, "Rediffusion DY&R is one of the most exciting brands in the industry today. What perhaps stands out is the agency's philosophy toward advertising - Not puffery under the garb of creativity, but creating advertising that works! The fact that the agency has partnered some of the most elite set of corporates in their path toward growth is no coincidence. I am hence extremely excited at this opportunity.

"Human Capital is the only asset in this business. Identifying it, channelizing it in the right direction and nurturing it, hold key. Sensitivity and seriousness in managing Human Capital, will be the foundation on which Rediffusion DY&R will create its competitive advantage in the years to come," adds Chauhan.

This change has been necessitated due to the movement of Preet Bedi, who led the agency for three years prior to moving out in pursuance of otheropportunities. "Under Preet, Rediffusion DY&R had resurrected itself to emerge as one of India's foremost agencies both in terms of strategy and creative output. While we will be loosing an immense valuable resource in Preet, we respect his decision to reinvent himself," added Nanda.