Rediffusion on consolidation drive, aims top-slot in India
Rediffusion is counted amongst the top five agencies in the country today, but it needs to be counted amongst the big three, says Preet Bedi, President, Rediffusion DY&R. the agency is ranked as the fourth leading ad agency in India today. Set on a consolidation mode, Rediff is looking at a radical experimentation that would yield the desired results.
Rediffusion is not just being counted amongst the top five agencies in the country today, it needs to be counted amongst the big three. Says Preet Bedi, President, Rediffusion DY&R, “We’re is ranked as the fifth leading ad agency in India today. Established in 1973, Rediffusion today handles the ad accounts of many blue-chip companies in India. With the abundance of creative talent within Rediff and with Chaks now to nurture, motivate and lead this talent, we intend to raise the bar for Indian advertising and set the standards. Rediff is a creative-centric agency where great creative work on all brands, big and small, is and will remain the primary focus. We are aiming to be the best by doing the best work in the industry.”
However, some new appointments are on the cards, adds Preet Bedi, which includes a creative head to take care of Delhi, a senior Art Director in Mumbai in addition to two creative directors (Mumbai). “We have been on a winning spree lately, out of the 15 accounts that we pitched for, we have won 12. Some of the big accounts include Onida, Space TV, IOC and Franklin Templeton. We are aggressively pitching for new businesses, and I don’t really see anything wrong with it. One, it’s about showcasing your best work and making the crunch within a few weeks…a new account is just not about adding monetary value but about added experience. In addition, it really is a thrill of sorts and it shows you as a winning agency.”
Rediffusion has taken a leap in strategic market planning. Bedi is excited about the Rediffusion strategic planning cell and the kind of value-addition that it accomplishes for the client. He asserts, “We initially had Kartik Iyer heading this particular division. After he departed from the organisation, we haven’t really taken anyone in his place. But we would be making an announcement soon on that front. This particular service is an extension of the existing marketing services of our clients whereby we offer cross category learning for sizing up market opportunities. With our cross category exposure, we are helping marketers in taking key decisions. We are helping them leverage the relevant market segments with a package in place which would involve mathematical and statistical data.” Currently K Subramanium (Director) is heading this division.
What’s interesting is a tool called Brand Asset Valuator, which not just examines a brand performance in a market over a fixed period of time visa vie competition, but also examines the position of the brand across brands in other categories. Bedi explains, “For explanation sake let’s take a brand like Pepsi and examine its performance while a certain creative was on air, then in turn, we could draw a comparison with Coke within the same period. If need be, we could compare Pepsi’s performance across categories, with other youth brands such as MTV or Reebok. Traditionally agencies spend a lot of time on consumer insight and lifestyle, which of course is encompassed in our strategic planning cell. But in addition, we are able to decipher your brand’s position amongst other key brands.”
Chaks, National Creative Director, Rediffusion, states, “Clients usually approach us with a brief, but thanks to efforts such as this one, we are actually involved with the brief itself. We currently have big ticket accounts such as Airtel, Colgate, Citibank, Godrey Philips and ING Vysya, today and its imperative that we furnish their requirements in the best way possible. We handle some of the biggest spenders in the advertising industry; we need to give them their due. While we are servicing our existing clients in the best possible way and helping them build their business, we are also ambitious as far as new businesses are concerned. Following our track record of bagging most businesses out there, we are looking forward to bagging some big clients in the two wheeler and four wheeler segment.”
Chaks adds, “Our creative product, I believe is at par with the best in the industry. Airtel in the current day is ranked as one of the best telecom brands across the globe and our advertising had a great deal to contribute in this regard. Another example is Onida. Ever since we took on the devil campaign; the client has seen a massive increase in sales.”
What is the kind of success that Rediffusion is aiming at? He asserts, “In the ‘70s, we were on the number one plank, and a consumer would open the newspaper folds, expecting something new from Rediffusion nearly every single day. Somewhere along the way, we grew in size but our creative product became consistent. What we are looking for, is not just a consistent creative product but a radical experimentation of sorts which would lead to ample returns.”
Rediffusion is clearly on the growth mode. Currently ranking Rs 800 crore in billings, Rediffusion DY&R still has some way to go, before it can reach the big three league.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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