In the past, the agency had a tradition of having a break from Christmas to New Year for years. However, the Diwali break is a new celebration time.

The campaign builds on the ‘ever-happy-to-help’ persona of Sonu Sood.

Previously, she was with Iyengar's Kaapi, where she was partner - sales and marketing.

As part of its mandate, Rediffusion will work on brand strategy, creative, digital and dealer support communication.

The campaign depict the never-ending movement of sporting activities such as cycling, weightlifting, swimming, volleyball, football and urge people never to stop.

Tivrekar has worked earlier at McCann Erickson, DDB Mudra, Lowe Lintas, Eleven BrandWorks and Leo Burnett.

The font, appropriately called BHARAT, was launched in Mumbai over the Independence Day weekend by Mahindra Group chairman, Anand Mahindra in the presence of Dr. Sandeep Goyal.

NEXT by Rediffusion will be headquartered in Mumbai, and will over the next 18 months expand to Delhi and Bangalore.

The agency will handle the creative, media & digital work of Tata Power comprising all its business clusters like generation, transmission & distribution, renewables.

The Tynor business will be serviced by Rediffusion’s Mumbai office.