The Hindu Business Line : Rediffusion makes its mark in Lanka

THE Sri Lankan office of Rediffusion DYR has been gaining ground since it began operations in April 2002. The past nine months have been especially rewarding with significant clients reposing faith in Rediffusion. The agency's has set the billing target for 2004 at a SLR 600 million (Rs 27 crore).

The agency's client portfolio includes Singer, National Lotteries Board, Hayleys (Philips bulbs), S-Lon, Kevilton, ICL and Ole. Besides growing the business portfolio with their existing clients the agency has also won Caltex, Life Insurance Corporation Lanka and two car brands Megane and Laguna from Renault, the 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 Mr D. Rajappa taking over as CEO, Rediffusion DYR, Colombo, that the agency has begun to focus on winning business. According to Mr Rajappa, "The Sri Lankan market is full of tremendous potential and this is apparent in all aspects of life. Colombo is the first international destination for India's private airlines as they take to the international skies.".

Rediffusion DYR Colombo has in the past two months 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 & Hitachi from Singer.

According to Mr Rajappa, "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 brands. The agency's experience in the Sri Lankan market with these brands will be of immense benefit to us when that happens."

With over 25 people at the Colombo office, the effort has also been 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.