Rediffusion unveils new identity

'Creative powered by technology' is the new offering from the agency in its new avatar.

After going solo earlier this year, Rediffusion unveiled its new identity today. Previously Rediffusion Y&R, the agency has now been renamed to Rediffusion Brand Solutions. The agency now aims “to be that one-stop solution for brands and the problems they face in the marketplace.”

Earlier in August, Arun Nanda and Ajit Balakrishan, founders of Rediffusion, anounced that they had bought back the 40 per cent shares held in their company by Y&R and Dentsu.

ALSO READ: Rediffusion exits Y&R and Dentsu partnership; decides to go independent again

“Our belief is that creativity needs to be amplified to the power of technology to arrive at break-through solutions for brands,” says Navonil Chatterjee, joint president and chief strategy officer, Rediffusion Brand Solutions. “And when creativity meets technology, the result is connections, conversations and conversions. That’s the future of brand building and that’s what this new Rediffusion is poised to deliver on,” he adds.

“The new identity is a play on bright yellow and purple where the Yellow stands for freshness, positivity, clarity, energy, optimism, enlightenment, intellect and joy while Purple represents creativity, magic, wisdom, independence, power and ambition,” says the Rediffusion team.

“The need to build powerful brands has never gone. What has changed is the toolset to do so and the environment in which we operate. Brand building is what we have done for decades now. It’s in our blood. In this world of data, analytics and never ending stream of possible specialist partners, the new Rediffusion aims to be that one partner who will hold our clients’ hand as they build their brand in this mad new world of marketing,” says Rahul Jauhari, joint president and chief creative officer, Rediffusion Brand Solutions.

Rediffusion over the past 45 years, has evolved from a creative shop to an integrated communications group comprising Rediffusion, Rediffusion Direct, Everest Brand Solutions, Rediffusion Healthcare Communications and Rediff.com.