Our Bureau

Mumbai, July 11

Close on the heels of five nominations and winning a Gold and Silver at the Cannes Festival 2006, Rediffusion DY&R has struck again, winning a Certificate of Merit in Strategy at the WPP Atticus awards.

Open exclusively to professionals working in WPP companies, the annual Atticus Awards honours original published thinking on subjects of relevance to communications services companies and their clients.

Rediffusion's winning entry, titled `Deciphering an Optical Illusion called India,' gives marketers survival tips and means to grapple with the fast-growing phenomenon that is India.

As the introductory warning on the opening page of this entry suggests, the paper presents a softer anecdotal reality of growing India rather than a data-driven picture, which does not give as good a sense of what's happening on the ground.

Two years ago, Rediffusion had won the same award for a paper called `Aligned disruption: Quest for a differentiated proposition through cultural understanding.'

(This article was published in the Business Line print edition dated July 12, 2006)
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