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September 2009

(Prepared by Corporate Communications)


Chapter I. Ranbaxy’s Global Corporate Communications Policy


Chapter II. Media Disclosure


• Media Overview
• Handling of Media Queries
• Press Releases
• Authorized Spokesperson
• Key Functional Head Spokespersons
• SOPs for Spokespersons on critical issues
• Global Corporate Communications Members
• Global Media Relations/External
• Communication Coordinators

Chapter III. Publications Produced by Global Corporate

Communications 9

• Together Ahead – Internal Newsletter

• Ranbaxy World – External Newsletter

Chapter IV. Corporate Brand Identity


• Corporate Identity
• Corporate Advertisements
• Website
• Internal Communications, Corporate Brand Identity & Website

Chapter V.Crisis Communication


Chapter VI. Dos & Don’ts


• Global Media Management

• Internal Communications
• Corporate Brand Identity

Chapter I Ranbaxy’s Global Corporate Communications Policy

The Global Corporate Communications (GCC) function of Ranbaxy operates

from its headquarters at Gurgaon (Haryana), India, and is responsible for
External as well as Internal communications. As a global organization with a
ground presence in 48 countries, offering products in over 125 and with
manufacturing facilities in 10 nations, it’s a great challenge to streamline
communication and ensure consistency in Corporate Messaging, both
internally and externally.

The following Standard Operating Procedures (SOP’s) on Global

Media Relations as well as Internal Communications, would enable
consistency in the flow of information and ensure effective
communication with the external and internal audiences.

It may be noted that there should be no deviation whatsoever from the

SOP’s detailed below and the same should be strictly adhered to, unless
authorized by the Head of Global Corporate Communications function.

Chapter II Media Disclosure

Media Overview

Today Media has come to enjoy an unprecedented influence and is an

excellent tool, having a high level of credibility. Over a period, we have
harnessed the medium with a disciplined approach, to establish Ranbaxy’s
Image and Reputation. The cascading positive impact can be enormous
amongst its varied target audiences viz. employees, shareholders, investor
community, medical fraternity, government, customers, KOL’s etc.

Media includes: Print (mainline and financial daily newspapers), Magazines,

Wire services, TV Channels and Web Portals.

Standard Operating Procedures (SOP’s):

In order to streamline the flow of information from the Company to the Media
and leverage it to the best of our advantage, we have formulated SOP’s
which will guide all HOD’s/Functional Heads on how to handle the Media:

Handling of Media Queries

• Media requests (for interviews/written response/photo or video shoot)

coming into any part of the Company - within India or overseas - must
be redirected to Global Corporate Communications (GCC) Office,
Gurgaon, India. In the event of any National / International Media -
Print or Broadcast - approaching our overseas offices, they must be
redirected to GCC. Even if pressure tactics are imposed by way of tight
deadlines, one should not succumb to them.

• GCC will assess the nature of all requests and address the issues,
keeping in mind the various sensivities. It will take the necessary
concurrence from the CEO/GCC wherever necessary. On specific
issues, GCC will assess each request and identify the
spokesperson to whom it should be forwarded, giving its

• Depending on whether a written response or an interview is

required, GCC will coordinate in conjunction with the concerned
spokesperson. GCC will provide a Q-sheet giving the broad ambit
of what is to be covered, along with suggested answers. GCC will
also provide as much information as is possible, in terms of the
slant of the article, any pitfalls to watch out for, the publication,
the journalist, other companies participating and whether a
photographer will be present.

• GCC will facilitate these interviews/photo sessions in terms of
time and venue and will be present along with the journalist, if it
happens to be in Delhi/Gurgaon.

• Requests from the Broadcast Media will be treated with

particular care and acceded to sparingly, given that unfavorable
editing can create irreversible damage. Essentially, only top
rated programs would be considered and as far as possible, TV
appearances would be planned only for the CEO/President.

• At public/external forums, where Ranbaxy Management

members participate, the person must refrain from making any
comments to the Media, if approached. In such situations, they
should persuade them to get in touch with GCC; if hard pressed,
the member should give a disclaimer that their expressed views
are in their personal capacity and not necessarily that of

Press Releases

• GCC regularly communicates with the Country Managers, Regional

Management and Functional Heads, to identify newsworthy
developments. GCC also encourages them to share all important
developments worthy of press release with GCC well in advance.

• Based on the inputs received from specific country, business or

department, GCC will draft a press release and get approvals from the
regional head before obtaining final approvals from the Top
management for dissemination in the Media. GCC in consultation with
the Top Management, will decide if the release is to be made on a
global platform or regional/country specific.

• Local language releases (translations), if required, will have to be

organized and funded by the specific country head. In such a case, co-
ordination between GCC and the specific country is essential to have a
simultaneous release.

• Following the release, country specific local media will have to be

monitored for news pick up. This should be done by the country head
and forwarded to GCC, while GCC will do the overall media monitoring.

• All queries from the local media following a press release should also
be directed to GCC.

Authorized Spokesperson:

The following are the authorized spokespersons who will speak to the Press
(National & International):

1. Mr. Atul Sobti will be the face of the organization. All issues relating
to the following will be addressed by him.

Corporate Policy; Corporate Governance; Company’s Strategy & Vision;

Global Operations; Global manufacturing; litigation outcomes; Mergers
and Acquisitions; Synergies, Finance, Environment, Health & Safety
(EHS); Industry Pharma Trends (Global/local) & any other major/topical

2. Mr. Ramesh Adige will represent the Company on Corporate Affairs &
together with Mr. Raghu Kochar, on Global Corporate Communications,
as the case may be from time to time.

All other heads of departments/functions will be brought in (as

listed below) to speak to the media on a need basis, only after
taking authorization from CEO/GCC and all responses to the media
will be made post approvals from Mr Atul Sobti / Mr Ramesh

This is essential to ensure consistency of messages being communicated to

the media.

Key Functional Head (KFH) Spokespersons (who would be

specifically authorized by the CEO/GCC before interacting with the
media on a case to case basis).
a. Mr. Arun Sawhney: Global Pharmaceuticals Business
b. Mr. Debashis Das Gupta: Europe
c. Mr. Sanjeev Dani: Asia, CIS & Africa
d. Mr. K. Venkatachalam: North America & Latam
e. Mr Chuck Caprariello: Communications, Ranbaxy Inc., USA
f. Dr. Sudarshan Arora: Research & Development
g. Mr. Omesh Sethi: Finance
h. Mr. Bhagwat Yagnik: Global HR
i. Mr. David Briskman: Information Technology

In specific cases Country Heads/Key personnel may be allowed to speak

locally on global issues subject to prior approval from Mr. Atul Sobti / Mr.
Ramesh Adige.

SOPs for Key Functional Head Spokespersons on critical issues

Any query or story on the following lines is to be responded selectively only

by the CEO & GCC with extreme caution:

• Comparative analysis on individual personalities

• Perception study on management style of functioning
• Critical HR related issues
• Buyouts, M&A, divestment issues

Global Corporate Communications Members

Based in India

Ramesh Adige
Corporate Affairs & Global Corporate Communications
Tel: +91-124-4166009, 4135126, Fax: +91-124-4166010, M: +91-

Raghu Kochar
Director – Corporate Communications
Tel : +91-124-4135141, Fax : +91-124-4135131, M: +91-9811617256

Krishnan Ramalingam
General Manager – Corporate Communications
Tel: +91-124- 4135143, Fax: +91-124- 4135131, M: +91-9810042540

Based in the US

Chuck M Caprariello
Vice President, Corporate Communications
Ranbaxy Inc. USA
Tel: +1 - 609-720-5615, M: +1-609-462-7354

Global Media Relations/External Communication Coordinators:

Raghu Kochar
Director – Corporate Communications
Tel:+91-124-4135141, Fax: +91-124-4135131, M: +91-9811617256

Krishnan Ramalingam
General Manager – Corporate Communications
Tel: +91-124- 4135143, Fax: +91-124- 4135131, M: +91-9810042540

Gaurav Chugh
Manager - Corporate Communications
Tel: +91-124-4135145, Fax: +91-124- 4135131, M: +91-9810471414

Chapter III Publications Produced by GCC

Together Ahead/ Internal Newsletter

• Ranbaxy has an internal newsletter, “Together Ahead” for all Ranbaxy

employees and it aims at building bridges between the multicultural
multi-ethnic workforce of the Company spread across the globe,
through exchange of news and views. In order to have a unified
Ranbaxy family and build an enviable image in the minds of its
employees, it’s important that major developments in various markets
and functions are shared with everyone. GCC ensures this through
“Together Ahead,” in addition to other channels.

• No other country/business can have their separate employee

newsletter unless approved by the Top Management at Corporate
Office through the Global Corporate Communications.

• Area specific newsletters focusing on knowledge building on special

subjects however may be published by respective departments for
restricted audiences. This must always be done in consultation/co-
ordination with the Global Corporate Communication department to
ensure that there is no inappropriate message.

Ranbaxy World - External Newsletter

• “Ranbaxy World” is a magazine targeted at external stakeholders.

The objective of this newsletter is to present an overview of Ranbaxy’s

global operations bringing out the latest developments in the key
areas of
Research, Manufacturing; Operations; Human Resources; Information
Technology; Quality etc.

This newsletter is provided to all country/operations heads to be

shared with their external audiences, such as key customers, KOLs,
policy regulators, local media journalists, local diplomats, local
bureaucrats, key business associates etc

Both the publications are authorized communication channels for the

Company. All businesses are required to share the developments with
Global Corporate Communications to ensure its coverage in these

Chapter IV Corporate Identity Manual

Corporate Identity:
• The Ranbaxy Corporate Brand needs to maintain its uniform identity
across the globe hence all business heads are required to follow the
brand guidelines specified in the Corporate Identity Manual with
respect to the Company logo, colour and it’s positioning on all
Company stationery, marketing literature as well as building signage
and advertising boards, conference backdrops and other collaterals.

• The Corporate Identity Manual document can be sourced from GCC on


• Any new local byline/ strapline needs to be specifically authorized by

Global Corporate Communications.

Corporate Advertisements:
• The Corporate Ads in each of the markets needs to be developed in
conjunction with Global Corporate Communications.

• Audio Visuals which are not restricted to products only need to be

developed in conjunction with Corporate Communications to ensure
consistency of Corporate messages across the board.

• Corporate Website, aims at providing information
on all global markets. The content is updated regularly based on inputs
provided by each country/business.

• Each business head is responsible for providing business highlights to

GCC every quarter to ensure regular update of the content on the

• Country specific sites are to be developed in consultation with GCC, as

outlined in the Corporate Web Guidelines.

Internal Communications, Corporate Brand Identity & Website

Raghu Kochar
Director - Corporate Communications
Tel: +91-124-4135141, Fax: +91-124- 4135131, M: +91-9811617256

Krishnan Ramalingam
General Manager – Corporate Communications
Tel: +91-124- 4135143, Fax: +91-124- 4135131, M: +91-9810042540

Devneeta Pahuja (Sr. Manager) / Neha Chopra (Manager ) - Internal

& External Newsletter
Corporate Communications /
Tel: +91-124-4135148/4135147, Fax: +91-124- 4135131, M: +91-
9811277033 / 9811563391

Gaurav Chugh & Devneeta Pahuja (Corporate Brand Identity &

Website) /
Tel: +91-124- 4135145/4135148, Fax: +91-124-4135131, M: +91-

Chapter V Crisis Communication

Global Corporate Communications has issued a Crisis Management Manual

which stipulates in great detail actions to be taken during a crisis. All
employees are required to follow the book and keep the Crisis Cell informed
as per the guidelines. The document will be available with the respective
Functional/Country Heads and at the GCC office.

Chief Crisis Co-coordinator

Mr. Ramesh Adige

Corporate Affairs & Global Corporate Communications
Tel: +91-124-4166009, 4135126, Fax: +91-124-4166010, M: +91-

Raghu Kochar
Director - Corporate Communications
Tel: +91-124-4135141, Fax: +91-124- 4135131, M: +91-9811617256

Crisis Cell Secretariat:

Global Corporate Communications

Krishnan Ramalingam
General Manager – Corporate Communications
Tel: +91-124- 4135143, Fax: +91-124- 4135131, M: +91-9810042540

Gaurav Chugh
Manager- Corporate Communications
Tel: +91-124-4135145, M: +91-9810471414, Fax: +91-124- 4135131

Chapter VI Dos & Don’ts

Global Media Management

 Do redirect all media requests to Global Corporate Communications.

 Don’t succumb to pressure tactics imposed by media by way of tight


 Do proactively share all newsworthy developments with Global

Communications, well in advance.

 Don’t formally or informally share any newsworthy development with

any external audience.

Internal Communications

 Do proactively share inputs for internal (Together Ahead) and external

(Ranbaxy World) newsletters with Internal Communication

 Don’t start a separate employee newsletter unless approved by the

Top Management at Corporate Office. Get in touch with Global
Corporate Communications first.

Corporate Brand Identity

 Do always follow the corporate identity guidelines with respect to the

Company logo, colour and its positioning. Make it a point to always
refer to the Corporate Identity Manual.

 Don’t use any byline/strap line without taking authorization from

Global Corporate Communications.