New CEO Rediffusion unveils ambitious plans

Clients are looking for sustainable growth and it is our responsibility to develop creative communication solutions that deliver growth, said the new CEO Rediffusion Sri Lanka, Rohit Misra.

He said in a competitive environment creative does not mean a fine television commercial or print advertisement but should be new ways of reaching out to customers at multiple levels.

“We intend to introduce some of the best brands such as Wunderman, TME and Sudler and Hennessey to the Sri Lankan market. Sri Lankan companies will benefit from the knowledge and expertise of these companies”, Misra said.

Misra said his ambition is to make Rediffusion a leading advertising company with professionals who will deliver the sought after solutions to clients. Understanding the needs of the consumer and providing the best solution is our aim.

“A team comprising skilled personnel is poised to help the agency to grow into one of the country’s leading advertising agencies.Rediffusion has started upgrading the infrastructure and introducing new processes and systems that enable the staff to work effectively with clients”, he said.

The company with an ambition to expand aims at bringing about a change in the attitude of consumers, clients and competition. Rediffusion, a joint venture with Rediffusion DYR India and Capital Maharajah Group was set up in 2002. Singer Sri Lanka, Lanka IOC, S-lon, Hayleys Agro Products, Central Finance and Associated Motorways Ltd are some of the company’s clients.

Prior to joining Rediffusion DYR Sri Lanka, Misra was an independent marketing communication consultant based in Dubai, UAE and Bangalore. He has been advising clients from diverse industries on business development and market entry into the Middle East and India.