Report on Shemaroo

Ranjan Bargotra on his time at Crayons Advertising

He left the agency in December 2020 after a 24-year-long stint

NEW DELHI: After spending 34 years in the branding & advertising industry, and 24 heading The Crayons Network, Ranjan Bargotra called it quits in 2020. His long-stint at the agency saw him leading teams handling big accounts like Kajaria, Apollo, Kohinoor, Fortis, SBI, Air India, and political parties including BJP and Congress. Just a few hours before his farewell and the early new-year party was to roll on the cold Delhi evening of 30 December 2020, he talked to about his move, his experience in the industry, and the way ahead. 

Bargotra, who started his journey in the industry as a management trainee at Amrit Corp Ltd, the parent company of Uncle Chips before it was acquired by Frito Lay, shared that he was lured by the independent, relaxed, and forward-thinking agency culture while working with the brand. 

“I was a young marketing officer, who had just spent a few months on the brand side when I was sent to sit in Hindustan Thompson’s office for the brand. I remember the office was in a fancy hotel, which was worlds apart from where I was living then, and I was instantly mesmerised by the work culture there. While the brand side was more formal, the agency culture was relaxed, people were chill, and the whole environment was more cooperative and creative. That was when I decided to take a leap to the other side,” he reminisced. 

He soon found himself working at Imageheads as an account executive, working on key brands like Aristocrat, Jackson Airlines, and IREDA. He spent four years there and left from the post of branch head before joining Clea Advertising as AVP. 

It was during his stint there that he was introduced to Kunal Lalani, the founder of Crayons Advertising. At that time, the agency was a young 10-year-old project, growing strength-by-strength and Lalani was looking for someone to support his vision. 

“It was a small office in Delhi and Kunal (Lalani) was looking for someone to lead it. It was in December of 1996. Soon after we opened a small branch in Chandigarh and the growth journey never stopped. We spanned across the country and worked on a number of marquee brands,” he elaborated. 

Talking about the projects he was most proud of during his stint, Bargotra stated that each brand came with a set of learnings and unique experiences for him. But if he has to really pick something, it would be Kajaria and Congress accounts. 

“Kajaria was a brand that we brought to the market and set this whole narrative of tiles built with Indian soil (Desh ki mitti se bane tiles). We brought on board Akshay Kumar, changing how tiles were being promoted in the country. A lot of brands followed suit. I am personally very proud of that. Next, it was in 2008 that we won the Congress account leaving behind a number of top agencies, including JWT. We had handled the BJP account in the past, and winning Congress was an exhilarating experience,” he shared. 

Going ahead, Bargotra is planning to take a small break before starting with something new that can help him grow personally and also guide a young lot of the country. 

Speaking about how tough was the decision to end such a long association with Crayons, Bargotra stated, “It was in mind for a long-time to take a break and Covid-2019 sort of accelerated that thought. When I told Kunal, he was a little surprised but he supported me in my decision. Together, we figured out the way to manage the shift and got Samir Datar to head the Delhi office. While picking the right agency head will take some more time, we spent a lot of time together to figure out the details of how everything will proceed. It was not an easy call for me to make but I realised that I really need to do it now.” 

He signed off with a small message for his team, “We have spent a great time together and I know you all are very skilled and talented. You will continue to grow and deliver great work even after I leave. I will always be there for you and wish you all the best.” 

Latest Reads
Spotify names Taj Alavi as global head of marketing

New Delhi: Spotify on Friday appointed Taj Alavi as the global head of marketing. Alavi was previously associated with Uber as senior director global marketing from March 2019 to August 2020 and Intuit as head of brand marketing. She has also worked with financial technology company, Chime as vice...

MAM Marketing MAM
OnePlus ropes in Jasprit Bumrah as brand ambassador for wearables

New Delhi: Premium smartphone brand OnePlus has roped in cricketer Jasprit Bumrah as the brand ambassador for its wearable category. The OnePlus wearables category includes the OnePlus watch and the OnePlus Band. The association will include a 360-degree campaign and will be kick-started by a...

MAM Marketing Brands
Ronaldo's Coke snub kicks off a meme-fest

Mumbai: What seemed like a simple act by Portugal footballer Cristiano Ronaldo of moving aside two bottles of Coke and replacing them with a bottle of water at a post-match presser quickly metamorphosed into a sponsors’ nightmare at the 2020 Euro football league. For one, it cost the beverage giant...

MAM Marketing MAM
1702 Digital promotes Pranay Bhan to national creative director

New Delhi: Integrated digital marketing company, 1702 Digital has promoted Pranay Bhan to the role of national creative director.

MAM Media and Advertising People
ICC signs GoDaddy as official sponsor for WTC 2021

New Delhi: GoDaddy on Friday announced its official sponsorship of the International Cricket Council (ICC) World Test Championship 2021.

MAM Marketing MAM
slice onboards Siva Kumar Tangudu as CTO

MUMBAI: Fintech startup and credit card challenger slice on Friday announced the appointment of Siva Kumar Tangudu as the company’s new chief technology officer.

MAM Marketing MAM
Interbrand unveils top 30 brands set to revolutionise the US market

Mumbai: Global brand consultancy Interbrand launched its Breakthrough Brands 2021 report unveiling the top 30 brands set to take the US market by storm in the coming decade. From mobile banking developed specifically for Black and Latinx customers to secure messaging services and plant-derived...

MAM Marketing MAM
CARS24 expands operations to UAE and Australia

E-commerce platform for pre-owned vehicles, CARS24 is set to disrupt the used automobile ecosystem around the globe. The company has launched its business in Australia and UAE and is gearing up to launch business in Southeast Asian and Middle East countries this year.

MAM Marketing MAM
ICC announces Upstox as Official Partner

The International Cricket Council (ICC) on Thursday announced a major long-term partnership with the homegrown investment platform Upstox.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required