NBFC Capri Global Capital Ltd has appointed Rediffusion to handle the brand’s mainline advertising mandate. As per the mandate, the agency will conceptualise and build campaigns across media touch points to drive the brand-consumer connect. The account will be handled by Next by Rediffusion from its Mumbai office. Capri Loans use Pankaj Tripathi as their brand endorser.
Said Basant Dhawan, Group CMO of Capri Global: “We are excited to be working with Rediffusion as our mainline agency. With their cutting-edge strategies, creative prowess, and deep understanding of consumer behaviour, we are confident that this collaboration will propel our brand to new heights. Together, we will create compelling campaigns that engage and captivate our target audience, further solidifying our position in the market.”
Added Asheesh Malhotra, Executive Director of, _Next by Rediffusion_: “Capri Global is a trailblazer in the loans business. It is driven by a massive all-India network that reaches and services consumers who really value both the finance and the relationship that the company invests so heavily in. Our strategists at The Bharat Lab of Rediffusion who focus on markets beyond the Metros and Tier 1 cities will work closely with the Capri marketing team to engage the consumer and further endear Capri Loans to them.”
Parle, India’s leading manufacturer of biscuits and confectionery, has launched a television campaign for their toffee brand, Parle Kismi. Titled “#HarKismiMeinHaiKiss,” the nationwide campaign highlights the role of Parle Kismi as a catalyst for love. The TV commercial has been conceptualized by Rediffusion.
Commenting on the campaign, Krishnarao Buddha, Senior Category Head at Parle Products, said: “As we reflect on our school and college days, we recall the emotions of friendship, pure love and days filled with pranks. Parle Kismi has consistently served as an enabler, empowering individuals to express their deepest feelings. With our latest TVC, we aim to appeal to the newer generations, evoke nostalgia and revive cherished memories of friendship, affection, and compassion. Our mission is to spread love and reignite the influence of ‘Kismi’ among our beloved younger audience.”
Added Kalyani Srivastava, Jt. President, Rediffusion: “We are excited to launch our new Parle Kismi campaign, which features a catchy jingle and a heartwarming film. The campaign is based on the idea that a kiss is a powerful expression of love, and Parle Kismi is the perfect way to add a touch of sweetness to any kiss. We believe that this campaign will resonate with the younger audience.”
Senior advertising professional Tista Sen has joined hands with Rediffusion to set up Ladyfingeer, an all-women advertising agency. Based in Mumbai, Ladyfinger, as a communique notes, “aims to challenge norms, break barriers, and create positive change in the Indian advertising landscape”. Adding: “With a mission to elevate women’s voices and perspectives, Ladyfinger is driven by a vision of inclusivity, empowerment, and creativity. The agency is founded on the belief that though a vast majority of Indian advertising is targeted at women consumers, the female perspective is either missing in most of the communication or is largely characterised by casual gender stereotyping.”
Led by Sen, who will be its CEO and CCO, the agency will be peopled by a team of accomplished professionals and supported by a powerful panel of women advisors with extensive experience in advertising, marketing, branding, media, Bollywood, architecture and law. Ladyfinger will offer a full range of services including creative services, strategic planning communication, insight mining, policy and content development across all media platforms.
“It’s about time, said Sen in a statement. “At Ladyfinger our team of talented women bring a fresh and unique approach to advertising, fuelled by our collective passion for creativity, diversity, and innovation. We believe we can unshackle brands to generate more business and there is an opportunity across beauty, finance, nutrition, personal care, banking and yes even real estate. We are committed to driving a positive change in the advertising world and beyond and we believe that our all-women agency will make a significant impact.”
Added Dr Sandeep Goyal, MD Rediffusion: “Most brands don’t quite do justice to a woman’s point-of-view. Women today are not just the primary buyers of most FMCG brands, but are also big drivers of banking to beauty, wellness to wanderlust. Ladyfinger will represent the woman customer in the buying process and help brands think afresh, think anew. Tista brings tremendous brand building expertise to Ladyfinger; she has got together an awesome team. I am sure Ladyfinger will considerably stir things up in Indian advertising.”
Said Tanya Goyal, Chairperson Ladyfinger and Director Rediffusion: “The team is diverse; their experience rich and varied. And Rediffusion as the parent will provide resources such as Red Lab and Rediffusion Studios to help the new agency.”
The Ladyfinger panel of advisors include Juhi Chaturvedi, Bollywood movie writer; Srishti Behl CEO Phantom Films; Malvika Mehra, Independent creative director; Nonita Kalra, Editor in chief Tata Cliq Luxury, Ashwini Deshpande, Co-founder Elephant Design; Nirmika Singh, Executive Editor Rolling Stone India; Bindu Sethi, Strategic Brand Consultant; Geeta Rao, Ex Beauty and Health Director Vogue; Sakshi Choudhary, Founder Indian Creative Women; Alyna Haji Omar, Founder Audacity Sri Lanka, Communication Strategist Editor Co. and Sheetal Kumar, High Court Lawyer.
Shyam Steel, the producer and manufacturer of TMT bars, has launched a new TVC campaign featuring Virat Kohli and Anushka Sharma. The new TVC has been created by Rediffusion Brand Solutions Pvt. Ltd. and the production house is Cornerstone.
Speaking on the TVC campaign launch, Lalit Beriwala, Director, Shyam Steel said: “The campaign narrative embodies the principle of what Shyam Steel stands as a brand with strength and flexibility at its core. The relationship we share with our closed one at home forms the crux of the strong foundation. The previous TVC’s were also very well received by the audience and the star power of Virat Kohli and Anushka Sharma will help us to establish a strong connect amongst our target group.”
Added Sreeparna Gupta of Rediffusion: “The film narrates the story of simple everyday situations to highlight how flexibility in relationships keep the bond strong over years. Virat Kohli and Anushka Sharma add their own charm and star power that helps to connect with the audience till the last mile.”
Rediffusion has announced that it has won the entire creative and media mandate of Tata Power, integrated power companies. The agency will handle the creative, media and digital related work of Tata Power comprising all its business clusters viz Generation, Transmission and Distribution, Renewables and New Business Services including ESG and CSR domains.
Said Dr Sandeep Goyal, Managing Director of Rediffusion:”Tata Power mandate is a very big one for us. Rediffusion is privileged to be working with Tata Power across a range of very interesting and consumer-relevant products. What is even nicer is that almost the entire product range is Green-focused and Earth-friendly. Our teams in both Mumbai and Bangalore will be working on the account.”
Added Dr. Praveer Sinha, CEO & Managing Director Tata Power: “Tata Power is transforming into an agile EaaS ( energy as a service) company that offers cutting-edge green and smart energy solutions to its 12 million and growing customer base nationwide. Tata Power 2.0 is well poised to bring orbital shifts to all of its business clusters, therefore Rediffusion is in a prime position to join us at this exciting time, its skilled creative and media support will help us fortify our credentials as a Utility of the Future amongst all our stakeholders.”
Rediffusion has been assigned the entire communication portfolio of Garden Vareli, a brand owned by Garden Silk Mills Private Limited, Surat. The agency will help the client with marketing strategy, creatives, digital and media.
Welcoming Rediffusion to Garden Vareli, Debi Prasad Patra, Director, Garden Silk Mills said: “Rediffusion launched the Garden Vareli brand in the 70s and made it a household brand with advertising that became famous. In working with Team Rediffusion again, we are hoping to re-create the magic.”
Added Dr Sandeep Goyal, Managing Director, Rediffusion: “Garden Vareli is a cult brand. It had gone into a short hiatus. We are delighted to be assigned the task of re-igniting the brand. In the 1970s and 80s, Garden Vareli was the benchmark of fashion and style. We hope that in the days and months ahead, we will be able to recapture the imagination of our buyers.”
Rediffusion has announced that it has won the digital and digital media account of Chandigarh-based Tynor. Said Kalyani Srivastava, Joint President of Rediffusion: “Tynor is a brand we instantly fell in love with. Its design, aesthetics and materials are all top-rate. Every product provides a specific solution to a problem – so customer centricity is at the core of the brand. We have been tasked with enhancing the brand equity of Tynor and we will put our best resources to help shape Tynor into global leader in its domain.”
Added Abhaynoor Singh, Director of Tynor: “We are already in 50 countries. We see ourselves as a global brand. Team Rediffusion will hopefully help us to reach our customers both in India and worldwide through endearing and relevant messaging. Digital is a big part of the mandate and I am confident that together we will be able to fortify and strengthen Brand Tynor.”
The Tynor business will be serviced by Rediffusion’s Mumbai office.
Rediffusion appoints Sreeparna Gupta as Branch Head and Head of Client Servicing, Kolkata office.
Gupta has over a decade of experience in Advertising and Marketing Communications in Kolkata. She started her career in Advertising with Rediffusion and subsequently worked with other leading agencies and brands in the city.
Said Ruchira Raina, Executive Director, South & East for Rediffusion: “The coming in of Sreeparna will further strengthen our Kolkata office. It is good to have someone so young and driven on the team. Sreeparna’s mandate for Rediffusion Kolkata is to raise the creative bar, and provide cerebral leadership on our brands in the Eastern market,”
Rediffusion has promoted Kalyani Srivastava to Joint President of the agency. Srivastava will based in Mumbai. Besides continuing to oversee the Mumbai operations of the agency, she will also take charge of Rediffusion Studios.
Said Dr Sandeep Goyal, Managing Director of Rediffusion: “I am delighted that Kalyani Srivastava is moving to a bigger role within the agency and will be shouldering more and more responsibilities in the days and months ahead. Ever since I took over at Rediffusion last year, I have leaned heavily on Kalyani both for continuity of business on existing clients, as well as for the growth of new businesses. Kalyani is an inspiring leader, and one who leads by personal example. Over the past one year, together, we have revamped the agency, inducted new talent, and sharpened our deliveries to clients. Kalyani, I am sure, will take Rediffusion to much greater heights with all her sharp thinking, untiring hardwork and the warmth of her client relationships.”
Eveready Battery has released a new commercial with its signature tagline ‘Give Me Red’. The tagline symbolises both hi- octane energy and exhilaration. The new Give Me Red commercial has been created by Rediffusion Kolkata, led by creative director Aritra Bhattacharya and strategic support by Navonil Chatterjee.
Said Anil Bajaj, Business Head for Battery and Torch Business: “Eveready has always stood for the younger generation breaking traditional moulds of thinking. The latest Eveready commercial is fun. It is a bit of surprise and incredulity. Yet it has so much of endearment and brand proximity. The energy, enthusiasm & drive of the youth to be NOT just Ready, but Eveready for everything is captured in this campaign.”
Added Dr Sandeep Goyal, Managing Director, Rediffusion Brand Solutions: “Give Me Red is a cult campaign. We at Rediffusion are delighted to have remained part of the 30 years journey of the Give Me Red creative thought. The skydiving bride is the new shero. She is spunky. She is the new consumer – expressive and outwardly directed while being immensely self-confident and self-willed.”
Rediffusion has announced the launch of its proprietorial strategic tool for brand equity analysis. The tool has been designed in-house, led by the agency’s Chief Strategic Officer, Navonil Chatterjee.
Said Dr Sandeep Goyal, Managing Director of Rediffusion: “Marketers often talk about a brand’s equity, but equity at times becomes a nebulous topic where everyone has a view, but beyond that subjective opinion, there is hardly anything substantive to back it. And even that equity is with respect to a certain time frame and in the context of a particular target group. Change the TG or the time-period, and the results, in all likelihood, should change. Given the fact that it is a bit of a black hole, Rediffusion is proud to launch TEA or The Equity Analyzer – our framework for evaluating a brand’s equity at a certain point of time, in the context of a certain TG. In fact, the model allows for comparisons of different brands’ equity within the same category and even across categories.”
Added Navonil Chatterjee: “The fundamental premise of TEA is that a brand’s equity is a function of the following key parameters of a brand’s Popularity, Uniqueness, Respect and Personal Appropriateness. Basically, how popular, or well known or salient the brand is, how unique or different it is, how well respected it is and what personal meaning, connection, usefulness or appropriateness it has for the consumer or TG.”
Speaking on TEA, Diwan Arun Nanda, Chairman, Rediffusion said: “The world is moving to performance marketing, metrics and measurement. And why should brands be left behind in that journey towards an objective understanding of them vis-à-vis facts, figures and primary data? Rediffusion’s TEA is a great tool which will give the agency a far more robust strategic understanding of brands and their competitors. Marketers too will be able to consult it for their own understanding and fine-tuning of their marketing efforts.”
Rediffusion has announced the appointment of P Ramchandran (Ram) as Branch Head of Rediffusion Chennai. He joins the agency from RK Swamy BBDO Delhi where he spent the last five years. Before that, he had a 15-year stint at Everest. His initial years in advertising were spent at Advertising & Sales Promotions (ASP) and Frank Simoes Advertising.
P Ramchandran is a veteran, having spent over three decades in advertising. Said Jai Talwar, CHRO Rediffusion: “Ram has the maturity and the depth to handle diverse clients. As Rediffusion primes up its offering in Chennai, he is just the right man for the branch there for us”.
Added Ruchira Raina, Zonal Head for South and East at Rediffusion: “Ram is an understated veteran who has the experience of handling possibly every type of client business. I shall be working closely with Ram to build and strengthen our Chennai operations”.
