The news of Diwan Arun Nanda’s passing marks more than just the loss of an industry doyen; it signifies the end of an era. For those of us who began our advertising careers in the mid-eighties, the landscape was unmistakable. It was an industry ruled by creative geniuses, where inspired campaigns were born from flashes of brilliance. For those in other functions, like myself in Media, our role was often perceived as being secondary—we were seen as the ones who could "ok, ride along…”.
In this environment, one agency stood apart, becoming an object of aspiration for a new generation of professionals: Rediffusion. It was, at the time, the only major agency founded not by creative titans, but by MBAs. This distinction was its power. It represented a philosophy that valued strategy, business acumen, and disciplined thinking as the bedrock upon which great creative work is built. For me, after a long and rewarding stint with agencies helmed by Bharat Dabholkar, including DaCunha, Zen, and Publicis-Zen, there was only one name that could compel me to cut the umbilical cord: Rediffusion
It was my immense honour and privilege to meet the man, Diwan Arun Nanda, himself. As I was heading the Tata AoR, an account he was personally and deeply involved with, I had numerous opportunities to work directly under his guidance. My first impression was of his impeccable, chic appearance; always perfectly suited, complete with a pocket square. He established a modern and open culture, permitting those who led group companies to address him by his first name. I must confess, I could never bring myself to do so; my respect and adulation for the man were simply too profound.
And how could that respect not grow exponentially? This was a man whose counsel was so valued that a client would induct the head of his ad agency onto his own board of directors. This was a man whose reputation was such that the biggest industrialist in the country might stop you and, in a brief ten-second exchange, ask if you were from 'Arun’s agency'. His stature was legendary, but it was his principles in action that left the deepest mark. I witnessed him, at a personal level, insist that a junior colleague take over a presentation because he knew that person had written it, even while their boss was in the room. For him, merit and ownership trumped hierarchy, always
His influence extended far beyond the confines of advertising. Conversations during dinner gatherings at his beautiful Mumbai home were a journey through modern Indian history. He would share anecdotes from his time as part of a team that helped shape the nation's political landscape, including writing speeches for the then prime minister. It was a throwback to an era when ad agencies were the primary communications partners for political parties, and he was at the very centre of it.
This meticulousness was his signature. His obsession with ensuring meetings ran flawlessly meant we had to send him spiral-bound, colour printouts of any presentation for his review beforehand. He would arrive at venues well ahead of schedule to personally check the tech setup, stating simply, "I don’t trust modern tech". Such was his unwavering commitment to excellence and leaving nothing to chance
Even in an industry increasingly looking westward, Mr. Nanda was his own man. While Rediffusion had dual international partners, he never went beyond prescribed professional norms to display undue enthusiasm during their visits to India. I was left stunned when I recall him prioritizing a family wedding over hosting a globally renowned advertising leader who was visiting our agency. He simply left us company heads to manage the meeting, while other agency leaders across the city were pulling out all the stops to impress the gentleman. His priorities were clear and his integrity, unshakeable
The ultimate testament to his maverick vision came years after I had left the agency. At a time when the entire Indian advertising industry was selling stakes to global networks, he did the unthinkable: he bought back Rediffusion’s stake from its global partner. The move was accompanied by a smart, tongue-in-cheek quote in the media that underscored his shrewdness and confidence. It was a moment of immense pride, and for that, I will always tip my hat off to the man.
In the coming days, there will be many well-deserved mentions of the cutting-edge campaigns and the iconic work done by Rediffusion under his leadership—work that is etched into the history books of Indian advertising. But this tribute is for the man I knew, and for the profound influence he had in shaping my career and my entire perspective on the business of advertising
See you on the other side of the rainbow, sir. And when you come back in your next form, do reserve a space for me in your new organisation.
