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Rediffusion DYR, Colombo carves ambitious plans

27-March-2004
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Rediffusion DYR, Colombo carves ambitious plans

The Sri Lankan wing of Rediffusion DYR has been growing from strength to strength since it began operations in April 2002. The past nine months have been especially rewarding with significant clients reposing faith in the agency.

As per an official communiqué, the agency's strong performance means that the billing target for 2004 has been set at a realistic SLR 600-million. The impressive client portfolio includes Singer, National Lotteries Board, Hayleys (Philips bulbs), S-Lon, Kevilton, ICL and Ole. Alongside growing the business portfolio with their existing clients, the agency has also won Caltex, Life Insurance Corporation Lanka and assignments for two car brands – Megane and Laguna from Renault, a leading automobile brand in Europe.

The Agency's first year on Sri Lankan soil was devoted to setting up systems and infrastructure and it is only in the last nine months with D Rajappa taking over as CEO, Rediffusion DYR, Colombo, that the agency has begun to focus on winning business and making a real mark on the Sri Lankan advertising industry.

Rajappa sounds extremely positive about the agency’s future prospects. "The Sri Lankan market holds tremendous potential and this is apparent in all aspects of life. Rediffusion's presence in this country has been one of the unsung stories of Indian success on international soil. Our recent account-wins have catapulted us into the top bracket of advertising in Sri Lanka and we take great pride in having achieved all this within two years of launch," he says.

Rediffusion DYR, Colombo over the past two months, has been associated with two brand launches and three new campaigns. The two new brand-launches were Divyangana, a women's life insurance policy from LIC Lanka and the launch of two new car models Megane and Laguna for Renault. The agency also released three new campaigns including a TV commercial for Raja Theja Tea and print campaigns for Whirlpool and Hitachi from Singer.

Rajappa says: "The heightened activity in the Sri Lankan market augurs well for us at Rediffusion. A significant number of the brands we handle in Sri Lanka are not yet present in India and it is natural that entry to the Indian market would be sought at some stage – both by Sri Lankan brands as well as the international ones. The agency's experience in the Sri Lankan market with these brands will be of immense benefit to us when it happens."

For the 25-people team at the Colombo office, it is a constant endeavour to ensure quality services and a quality creative product to the client, claims an official release, adding: There has been efforts to equip and empower the human resources at the agency with knowledge, tools, processes like the 3-D planning model and other proprietary tools from DYR for creating advertising and integrated marketing solutions that are distinctive and memorable.

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