Rediffusion DY&R has been awarded the ‘Certificate of Merit in Strategy’ at the WPP Atticus Awards. The annual Atticus Awards honours original published thinking on subjects of relevance to communications services companies and their clients and is open exclusively to professionals working in WPP companies.
The winning entry, titled ‘Deciphering an Optical Illusion called India’, claims to give marketers survival tips and means to grapple with this fast growing phenomenon called India.
Nisha Singhania, Planning Director, Rediffusion DY&R, said, “As we interacted with some clients, we sensed that most marketers rely mostly on data and do not have enough ground level sensitivity. You could call it ivory tower marketing. And we feel that this study sets out to primarily address this issue.”
The document presents a kind of an introductory warning on the opening page indicating right from the onset how the document is a softer anecdotal reality of growing India rather than a data driven picture.
The document stated, “This document contains secret intelligence on the Indian market place. It goes beyond the studies, the stats, the graphs and the market reports to expose that most elusive bit of data – ground reality. It is eye opening, myth busting, logic defying and, just occasionally, stomach-churning. Scratch beneath the dusty surface of the world’s largest democracy and you will encounter a treacherous market, wily competition and a downright bizarre animal – the Indian consumer. This is your survival guide, your tool kit, your Bible. It may be the difference between success and obliteration for the start-up marketer in India.”
Rediffusion had won the same award two years’ back for their paper ‘Aligned disruption: Quest for a Differentiated Proposition through Cultural Understanding’.