Founders Arun Nanda and Ajit Balakrishnan have bought back the 40% shares held in Rediffusion by Y&R and Dentsu and decided to go independent again.
In a joint statement, the founders said, “45 years back, we started Rediffusion with the vision of creating a passionate and bold agency that would take ownership of its clients and their work; with the promise of creating dynamic, fearless and category-busting work. As communication is undergoing a revolution in this hyper-connected and technology-oriented world, it’s time Rediffusion rode this new wave with a new freedom, zeal and passion. We believe we will be able to deploy a variety of digital tools and creative styles more swiftly, if Rediffusion is on its own.”
Rediffusion, over the past 45 years, has successfully evolved from a creative hot-shop into an integrated communications group comprising Rediffusion, Rediffusion Direct, Everest Brand Solutions, Rediffusion Healthcare Communications and Rediff.com.
Rediffusion’s recent mega brand wins include SBI, Tata 150 years mandate, Liebherr & Tata Trusts. The agency also continues to handle Tata Sons, Tata Motors, Parle, TVS Tyres, Taj, L&T Realty, Godfrey Philips, Eveready, HPCL, Audi, GSK, Danone, Sun Pharma, to name a few.