Rediffusion launches Rediffusion Sunshine

The CSR advisory and services division will be lead by Dhunji S Wadia, group president, Rediffusion.

Rediffusion Y&R has launched a separate division to focus on social sector communication. Rediffusion Sunshine, as it will be called, will be the corporate social responsibility advisory and services division headed by Dhunji S Wadia, group president, Rediffusion Y&R.

Rediffusion Y&R has tied up with Asset CSR team (ACT), a specialised CSR company that helps companies plan and implement effective CSR programmes.

Commenting on the development, Wadia, says, "I am really looking forward to this purposeful venture. There are very few communication companies in India that have a specialised team to help companies plan and implement effective CSR programmes. More and more companies are looking for partners to achieve impactful and sustainable results. We feel there is a big opportunity. I am very happy to associate with ACT to develop meaningful communication for social issues."

Founded by Sanjay M Lal, co-founder and former CEO of Percept D'Mark, in partnership with advertising industry veteran Pankaj Arora, ACT is India's first and exclusive CSR marketing communication agency - a thought to reporting enterprise in the corporate social responsibility domain.

Lal, founder and director of ACT, says, "We initiated this journey with a vision to bring about a paradigm shift in creating impactful and measurable social change in our country. This change cannot be brought alone, and we are extremely glad Rediffusion Y&R welcomed our association with open arms to support our social mission."