MUMBAI: Rage Communications has appointed Neville Medhora as its head of India business.

Medhora till recently, the head of Rediffusion-Y&R’s Mumbai office joins Rage Communications after a twenty-year journey that traversed across most of the leading advertising agencies in India. 

Apart from Rediffusion-Y&R, Neville has had substantial stints with Equus, Saatchi & Saatchi, TBWA and JWT. In his extensive advertising stint, Medhora has worked with some of the largest and most successful brands in India across many categories.

Rage Communications director Karthik Kumar commented, “Neville’s joining Rage will add significant depth to Rage’s overall offerings in India and bring fresh thinking in the way digital will contribute to its clients building strong and sustainable engagements with their consumers.”

Commenting on his role, Medhora, said, “Indian marketing is on the cusp of change with respect to digital.  Marketers are beginning to realize that digital can no longer be an esoteric activity on the margins, but has to be a key ingredient in the marketing playbook of any serious activity. As they realize this, they also discover that digital is not just ‘shoot-and-scoot’ advertising, but a completely new form of engaging with consumers that requires developing deep roots and sustaining it for meaningful impact.”

Neville further added, “Rage in its 20 years of existence has the necessary depth of both, the functional expertise and the technology skills to aid marketers traverse these new challenges, making it a natural choice for me!”

Neville caught the digital bug about six years ago and spearheaded key digital initiatives of clients within the boundaries of the traditional off-line format. Recognizing its inherent weaknesses, he took a sabbatical to learn the intricacies of the digital world. Neville joins Rage Communications fresh from this sabbatical.