Diwan Arun Nanda, founder of Rediffusion and one of the recognised names in Indian advertising, passed away over the weekend. He belonged to a generation of ad professionals admired not only for their sharp strategy but also for creativity that struck a chord with both brands and the public.
Nanda’s journey began at IIM Ahmedabad, where he became the first gold medallist from its very first batch in 1966. He was also the first-ever management trainee hired by Hindustan Lever, where he left his imprint by creating the lightning mnemonic for Rin.
In 1973, Nanda co-founded Rediffusion, which would go on to dominate the Indian advertising scene for two decades. The agency’s work was not only about ads but about changing consumer culture—be it the Lakmé launch, the Garden Vareli Woman, Gold Spot’s “Zing Thing”, Eveready’s “Give Me Red”, or Jenson & Nicholson’s colour positioning. The campaigns of that era were remembered and repeated like everyday conversations.
Nanda was known to have strong ties beyond advertising. He was said to be close to Prime Minister Rajiv Gandhi, counted Ratan Tata among his friends, and had ties with film star Amitabh Bachchan and industrialist Vijay Mallya. It was around his dining table that Shiv Nadar is believed to have conceived HCL. His influence stretched well beyond the boardroom, into politics, business, entertainment and even sport.
The Maruti “wings” logo, Palmolive’s Kapil Dev ad, the Airtel tune by AR Rahman and Tata Sky’s “life jhingalala” were all associated with Nanda’s touch. Rediffusion’s original plaque promised advertising that would become part of language and culture—and many of its campaigns lived up to that line.
Nanda is also remembered for running Rajiv Gandhi’s 1984 campaign. He spotted Prannoy Roy, then a Delhi School of Economics professor, and helped him enter the world of psephology. At the time, political advertising was still uncharted territory in India.
The story of Rediffusion also involved battles. In 2008, WPP’s Martin Sorrell attempted to take control of the agency, leading to the exit of clients like Colgate and Citibank. Nanda held his ground, and in 2018 he bought back WPP’s stake, keeping Rediffusion independent.
By 2021, Nanda’s health had deteriorated. He invited former colleague Sandeep Goyal to return and lead Rediffusion. After the agency marked its 50th anniversary, Goyal took charge, while Nanda remained chairman.
What remains of Nanda’s legacy is not only a list of brands and campaigns but the idea that advertising could influence culture as much as commerce.
