At the cost of running out of adjectives to collectively define them, we’ll sum them up in three words - dynamic, intelligent and masterful

4Ps Power Brand Awards 2007

More often than not, they are jet setting round the world. When in town, they are hopping from The Renaissance to The Taj to JW Mariott for close door meetings. They are closing deals worth billions of dollars every week. Cameras and news-hungry journos swarm whenever they make public appearances. They are Anil Dhirubhai Ambani’s key guys, giving shape to his dream of straddling virtually every media and entertainment outlet conceivable, and then some more. At a time, when businesses are betting on outsourcing their supply chains, in a clear departure from established paradigms, Anil Ambani (and his deep pockets) wants to own and run the entire value chain of India’s entertainment agglomerate. And helping him do excatly that are his band of BIG men!

Rajesh Sawhney: Ask Rajesh Sawhney, CEO, Reliance Big Entertainment, who believes that the last three years with Ambani junior have been the best years of his life, and he quickly rattles off the underlying ADA vision behind all the caffeine induced late nights, cross globe flights and starry-eyed investments in India and abroad. “We are trying to build the biggest entertainment brand not only in India but across the globe,” he says. And Sawhney knows a thing or two about building big brands. After all, with his 14 year stint with The Times of India Group – where he created successful businesses across publishing, radio & TV, retailing, e-commerce and more – Sawhney has a proven track record behind him. An alumnus of Harvard Business School, over the last two years, Sawhney has successfully transformed the nascent BIG Entertainment into a brand that spans content and distribution channels across cinema (Bollywood & Hollywood), television (channels, animation, DTH services), music and home videos, to radio (FM stations), Internet (social networking) and value-added services on mobile.

“Many of the pieces that we have been working on for the last two years, like Zapak, BIGAdda, BIGflicks and BIG 92.7FM are now connecting together. The next three years will be very significant for Reliance BIG Entertainment’s revolution in the media industry,” shares Sawhney. India’s entertainment industry is worth Rs.225.9 billion and expected to grow at 22% to touch Rs.600 billion by 2012. And BIG “would like to capture 15-20% of the new value that the industry creates,” says Sawhney. To achieve this ambition, Ambani perhaps could not have found a better man than Sawhney, a perfect team leader, who over time has roped in an army of ambitious men from the corporate world to head Big Entertainment’s various forays into media, entertainment and online verticals.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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