Rediffusion Y&R has launched a separate division to focus on social sector communication. Rediffusion Sunshine, as it will be called, will be the corporate social responsibility advisory and services division headed by Dhunji S Wadia, group president, Rediffusion Y&R.
Commenting on the development, Wadia, says, "I am really looking forward to this purposeful venture. There are very few communication companies in India that have a specialised team to help companies plan and implement effective CSR programmes. More and more companies are looking for partners to achieve impactful and sustainable results. We feel there is a big opportunity. I am very happy to associate with ACT to develop meaningful communication for social issues."
Founded by Sanjay M Lal, co-founder and former CEO of Percept D'Mark, in partnership with advertising industry veteran Pankaj Arora, ACT is India's first and exclusive CSR marketing communication agency - a thought to reporting enterprise in the corporate social responsibility domain.
Lal, founder and director of ACT, says, "We initiated this journey with a vision to bring about a paradigm shift in creating impactful and measurable social change in our country. This change cannot be brought alone, and we are extremely glad Rediffusion Y&R welcomed our association with open arms to support our social mission."