Resisting the usual. Since 1973. The arrogance of youth. The supreme self-confidence of being the best. It was with this capital that Diwan Arun Nanda & Ajit Balakrishnan started Rediffusion at a time when the advertising industry was going through a recession. Since then, the growth of Rediffusion has been punctuated by landmark work that broke every rule of advertising, and yet created iconic brands and legendary campaigns.
Rediffusion today. Large. Stable. Young. Fresh. We are among India’s top five advertising agencies. This allows us to recruit and retain the best talent in the country. It enables us to invest in your brands. We are part of Young & Rubicam brands. An international conglomerate of reputed communication companies whose expertise and knowledge keeps us on par with world standards. With offices in Mumbai, Delhi, Kolkata, Chennai, Bangalore & Hyderabad, we make sure that we are always near you. And near the consumer.
Big brands are the ones with big agendas. Brands are the new aggregators They must gather and galvanize They must have mission and purpose
Big ideas are in life – not in ads Challenge our conventional definitions of what is an idea Ideas travel through media
Consumers are producers What people do with brands is more important than what the brand does User generated content Word of mouth effects Opinion leadership
2 way world What we have to say vs What they want to talk about Give to get You can be shut out anytime The legal deal with the devil is off – advertising Must prove yourself worthy of viewing
New rules for the new world Delivering paid for communication to media delivered audiences is over Making Conversation that is actively sought out is in Communication as the “message” we land at the consumers doorstep is dying Conversations that take on a life of their own are being born
Conversation Management Seek a dialogue with consumers It’s an ongoing continuous process Embedded in their eco-system What they want to talk about Allow for participation They have the ability to start a conversation
Conversation idea +Conversation Neighborhood
Change the debate
Challenge consumer expectations
Make people re-evaluate
Capable of transmission
People should be able to use them as platforms for co-creation
Putting out the source code
Conversation Starters - are modes of communication triggered by the brand - TVC, PR, Events, CRM, Celebrities, Websites + Conversation Co-Creations - are modes of participation triggered by the brand - Blogs, Virals, Promotions, Consumer generated content It’s Only Over When
Inputs that go into our work Communication development We have our own 7 step process We have conversation management tool Brand Mapping BAV Market mapping TGI Pentagon Consumer understanding Culture mapping work Semiotic reading
Some of our work that you may already know
Ideas before advertising. Ideas beyond advertising. The Rediffusion DYR group is composed of companies which specialize in every form of communication. This enables us to seamlessly work together and give you media neutral ideas that can transform your business. In mass media advertising, design +, direct marketing, public relations, events, sponsorships, celebrity management, CRM, media planning & buying, outdoor solutions, digital programmes or retail activation. We have the expertise. And we have the orientation. Given below are our associate companies.