Rediffusion appoints Ajay Ahluwalia to head BTL initiatives

Rediffusion DY&R has brought on board Ajay Ahluwalia to head all its consumer touch-point initiatives for its Delhi office. Ahluwalia joins from Vyas Gianetti Creative (VGC), where he was senior creative director.

At Rediffusion, Ahluwalia’s mandate will be to deliver below the line, retail design, shopper marketing and activation ideas for key clients. Ahluwalia will be heading a fourteen member team comprising designers, content developers and writers, who will be involved in ideation and execution for all consumer touch-points, except conventional advertising media.  Sandeep Madan, executive vice president, Rediffusion DY&R, Delhi, said, “As an industry we are facing a challenge with respect to delivering beyond the conventional media. Clients today seek to excite the consumer beyond his home and obvious reach. Integrated marketing and touch-points are solutions to strengthen brands and hence Ajay’s role here is pivotal to that delivery.”

Ahluwalia’s career has spanned across sales functions as well as advertising. Before VGC, he headed the marketing team at Guardian Pharmacy, a retail pharmacy chain. He was also a creative director at Publicis. The portfolio of brands that he has worked on include Bacardi, Coca-Cola, Fanta, HP and NIIT among others.