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The agency, in a release issued, claims that looking at it's strong
performance, the company has billing target for 2004 is set at a
realistic SLR 600 million. The agency's current client portfolio
includes Singer, National Lotteries Board, Hayleys (Philips bulbs),
S-Lon, Kevilton, ICL and Ole.
According to the release, 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 agency claims to have begun to focus on winning business and
making a real mark on the Sri Lankan advertising industry, since
D Rajappa took over as Rediffusion DYR, Colombo CEO.
At present, the team, comprising 25 people at the Colombo office
is poised to help the agency grow into one of the country's leading
advertising agencies. The agency claims to have upgraded infrastructure
both in terms of the hardware and software. The Sri Lankan division
has employed the 3-D planning model and other proprietary tools
from DYR for creating advertising and integrated marketing solutions
that are distinctive and memorable, says the release.
According to 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. Global megastars like Bryan
Adams have performed to rapturous response recently in Colombo.
Rediffusion's presence in Sri Lanka has been one of the unsung stories
of Indian success on international soil. Our recent account wins
have catapulted us into the top bracket of advertising in Sri Lanka
and we take great heart in having achieved all this within two years
of launch."
Progress over the period of nine months aside, Rediffusion DYR
Colombo has successfully launched two brand and three new campaigns
in past two months. 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 television commercial for
Raja Theja Tea and print campaigns for Whirlpool and Hitachi from
Singer.
According to 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".
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