MUMBAI: Media and social marketing veteran Dwipal Kumar Bose passed away early on Friday. He was 75 years old. DK, as he was popularly known, was a pioneer in the field of social marketing. He had started the country’s first social marketing agency, Thompson Social. He later went on to head Ogilvy Outreach, which carried out the largest multi-brand rural campaign for Unilever.
DK had recently published his biography ‘Life Unstoppable’. He loved the outdoors and travelled to remote places in India and overseas. Ironically, he passed away in his sleep on the night of October 8/9, in a hotel room in McLeodganj where he had gone just a couple of days ago to break free from the lockdown. DK is survived by his son, daughter and their families.
Also known as a behaviour change communications strategist, DK described himself online as a ‘margdarshak’ and adviser’ on rural and social marketing in India. He had worked in advertising, social marketing, rural marketing and development communication for over five decades. DK firmly believed attitudes and behaviour change can be influenced by strategic and effective communication.
DK was the founder trustee of the Centre for Advocacy and Research (CFAR), and had also designed the nationwide immunisation communication campaigns in the country. He was a member of the Awareness & Communication Strategy Advisory Council set up by the UIDAI. He was awarded the lifetime achievement award from the Rural Marketing Association of India in 2017.
Prior to his social marketing stint, DK excelled as a media professional, holding leadership positions at JWT and R K Swamy agencies. He was also a visiting faculty at several institutions and tutored many who are stalwarts of the communication industry today.
During his college days at Elphinstone in Mumbai, where he studied economics and statistics, DK was one of the members who created the adventures and explorers club.