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Rediffusion DYR’s Hyderabad office attributes growth to creative recognition

21-June-2005
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Rediffusion DYR’s Hyderabad office attributes growth to creative recognition

The Hyderabad office of Rediffusion DYR has witnessed unprecedented growth in the last six months, in terms of number of clients and number of staff. In this period, the agency bagged four accounts including the entire Coca-Cola portfolio in AP, Lawrence & Mayo (AP, Kerala, WB, Orissa and TN markets), Pioneer eBiz (a software company) and Gloster Cables (industrial cables).

Jyotsna Chauhan, Sr. Branch Manager and Creative Director, Rediffusion DYR, Hyderabad, attributed this growth to the recognition the agency got at the Hyderabad ADEX awards. She said, “Of course, the growth is wonderful. But what really makes me happy is the reason for the growth. It all started when we picked up a clutch of golds including the prestigious multi-media campaign of the year, best radio jingle as well as the best TVC for Airtel at the Hyderabad Ad Club awards last year.”

Last year, the agency won three golds for its “Mana Airtel Mana Pradesh” campaign. In 2003, it won one gold, also for Airtel, in the calendar category.

Added Jyotsna, “That is when prospective clients noticed that a new creative force had arisen in Hyderabad. With the fantastic team, that we have built now, we are trying to ensure that every single piece of work we do is effective as well as award-worthy.”

The agency was a three-member team until about a year and a half back, handling a single account - the Andhra Pradesh Circle of Cellular Services Provider Airtel. It continues to handle Airtel, and is now a full-fledged 15-member strong office. It has picked up these businesses in the last six months with a 100 per cent pitch record, said the agency.

“We have a great team in Hyderabad,” said Ramesh Srivats, VP-South, Rediffusion DYR. “They have tremendous energy and share terrific relationships with clients. I think, while Rediff has become highly visible with its creatives being talked about, it is just a matter of time before they achieve leadership in terms of size too.”

The agency, while refusing to part with details on its increase in billings, indicates that it has grown to more than twice its size with the new accounts. Before the new accounts came on board, the agency’s sole client at Hyderabad was Cellular Service Provider Airtel’s Andhra Pradesh Circle. Jyotsna and her team are hoping for more golds and more businesses this year. So what if isn’t a Cannes metal? It’s working perfectly well for Rediffusion DYR in the Andhra market.

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