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Rediffusion - Y&R creates 'PlayDo' to deliver 'brand conversations'

MUMBAI: Rediffusion - Y&R has launched the toolkit PlayDo that aims to deliver ‘brand conversations‘ in a bid to recognise that the brand is not just what resides in the consumers head but is actually co-created with them.
 
Conceived by Group CSO Arvind Mohan and TME president Divya Radhakrishnan, the toolkit removes any preconceived notion of choice of medium and focuses on a thorough understanding of the business case, arriving at an agenda for the brand and then delivering it through the ‘conversation idea‘ and ‘conversation neighbourhood‘.


Says Arvind Mohan, "The role of branding and communication needs to be re-imagined today. Our world view is built out of a broadcast model, where the marketer is in charge and the primary mode of communication is one way - from one to many. In the many to many two-way world, the consumer talks back and what consumers are interested in talking about is far more important that what brands want to talk about. The question no longer is ‘did I deliver the message to the right address‘ but ‘what conversation did that message start‘."
 
Adds Radhakrishnan, "The key challenge is to identify the right neighbourhood, that is, the appropriate environment where it is best for the consumer to have a conversation with the brand."


Rediffusion - Y&R has also collated its group offerings as 1Rediffusion. 1Rediffusion is the umbrella term for their collective offering of brand solutions, ranging from creative, media, outdoor to direct, event and public relations. 1Rediffusion will function as a cohesive, collaborative unit using a combination of communication tools to address the brand‘s specific requirement. 
 
Explains Group CEO Mahesh Chauhan, "Brand Conversations ensures that 1Rediffusion solutions face client business and directly impact the brand‘s value, values and valuation."
 

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