Safu is Co–Chief Executive Officer, Performics India, the largest Performance Marketing agency in the country. He was one of the founders of Convonix, which was acquired by Publicis Groupe in 2013 and led the integration of Convonix with Starcom MediaVest Group in India. He was actively involved in the 2019 merger and integration of Convonix and Resultrix into Performics India.
As founder of Convonix, Safu has worn multiple hats during the lifecycle of the company, from business development and client servicing to strategy and finance. He has won and been closely involved in working with some of Convonix’s largest clients, including domestic behemoths like Reliance Industries and Tata Group, as well as large international firms like Air Asia and Danaher. He says that seeing Convonix grow from 3 people working out of a bedroom to a multi-million dollar agency has been the most rewarding and fulfilling experience of his life.
According to Safu, the best part of his job is that he gets to work each day with Pallav Jain, who is Co–CEO of Performics India and also his best friend for the past 25 years.
Safu holds an MBA from the Indian Institute of Management, Calcutta which is one of India’s top B-Schools. He also holds a Bachelor’s Degree in Engineering from Mumbai University.
Safu has an irrational, obsessive and mostly unrequited relationship with La Albiceleste (Argentina’s football team) for the past 29 years. Over the years, he has learned to deal with heartbreak, from Maradona to Messi. Because of the time zone, he is known to wake up at unearthly hours to follow his beloved Albiceleste. Safu has been fervently attempting to get his daughter, Meher, aged 9, to join him on this journey, but she has steadfastly refused, preferring to spend her free time scouring over the works of Enid Blyton and others. He has far higher hopes for his son, Samar, aged 1. If not for Performics, Safu believes he would have been a psephologist given his unusual interest in that area. He is also intensely Aviophobic.