Rediffusion Y&R wins creative mandate for Cordlife India

Cordlife India is a majority-owned subsidiary of the Cordlife Group, which the largest network of cord blood banks in the Asia Pacific.

Following a multi-agency pitch, healthcare product company Cordlife India has awarded its creative duties to Rediffusion Y&R.

The account will be handled by the agency's Kolkata office. The win is attributed to the agency's demonstration of consumer understanding and the use of it in developing communication that would help increase market share for Cordlife.

Speaking about the development, Upamannyue Roy Choudhury , general manager, sales and marketing, Cordlife, says, "Rediffusion's enthusiasm, patience and innovative ideas made us choose them as our creative agency. The agency's continuous interaction with us during the pitch phase gave us the confidence about their plans for Cordlife and their understanding of our business. Together, we hope to make Cordlife a leader in this category."

Commenting on the win, Amitava Sinha, chief operating officer, Rediffusion Y&R, says, "This is a category that is nascent and we are looking forward to creating interesting communication to help achieve the set objective for the brand - create awareness and get to-be parents to plan and protect the future of their children."

Cordlife India is a majority-owned subsidiary of the Cordlife Group, which is listed at the Singapore Stock Exchange and is the largest network of cord blood banks in the Asia Pacific. The company operates more than 50 centres in India, making it one of the largest stem cell banking companies locally. In 2011, Cordlife India successfully released a stem cell unit for the first ever mixed stem cell transplant in India. It has a capacity of 150,000 cord blood units, which is scalable by another few lakh units.