ValueFirst Digital Media appoints Arvind Pal Singh as head, creative & communication

With 16 years of experience, Singh moves in from Purple Focus.

ValueFirst Digital Media has appointed Arvind Pal Singh as its content, creative and communication head.

Singh, fondly known as Candy in the industry, moves in from Purple Focus, where he served as national creative director. Singh will operate from Gurgaon and will report to Vishwadeep Bajaj, CEO, ValueFirst Media.

Speaking on his appointment, Singh says, "My mandate will be to handle the creative, communication and content of ValueFirst, its sub brands and consumer properties so as to engage, attract and retain consumers."

At Purple Focus, he has worked on several accounts such as Bajaj RE, DLF, Nokia (BTL), Tata Indicom (BTL), Eicher motors and Reliance Big Magic.

He has 16 years of experience in advertising and was honoured at Abby awards for his Maruti TVC 'papa ki kara, petrol khattam hi nahi hunda' campaign. He has also worked on LG, Electrolux, Maruti Swift, Citifinancial, Nestle, Godfrey Phillips and Allan Soothers.

Speaking on his shift from a creative agency to a digital agency, Singh says, "After spending almost two decades in the advertising space, I have realised that what comes between ideas and the consumers is the client who wants to play safe. For one idea that sees the light of the day, there are hundreds of rejected ideas. The digital world, on the other hand, provides an opportunity to directly interact with the consumers - a medium where wisdom of the crowd rules. Engaging consumers online to form meaningful long term communities is one of the most interesting challenges for me here at ValueFirst."

Singh started his career in 1994 as a trainee visualiser at Rediffusion DY&R, New Delhi. Later, he joined Capital Advertising, New Delhi as a creative consultant and worked there for three years (1995-98). Next, he shifted as a senior art director at Ammirati Puris Lintas, New Delhi for a short period of six months. He spent the next 10 years at Capital Advertising as a creative director. He also started his own agency by the name of Magic Mushroom Creative Boutique before joining Purple Focus in 2010.

ValueFirst Digital Media was started in 2003 and offers services such as social interaction and content to consumers.