Rediffusion ties up with ACT for CSR unit Sunshine

Rediffusion Y&R has announced a CSR advisory and services division Rediffusion Sunshine. The unit will be headed by group president Dhunji S Wadia.

 

The launch of Rediffusion Sunshine follows a tie–up between Rediffusion Y&R and Asset CSR Team (ACT), a specialist CSR company. ACT was founded by Sanjay M Lal, ex–co founder and CEO of Percept D’Mark, in partnership with adman Pankaj Arora.

 

Wadia said, “I am really looking forward to this purposeful venture. There are very few communications 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."

 

ACT's Lal noted, “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.”

 

Arora added, “Our strength lies in deep diving and understanding the issues and accordingly amplifying the cause. Our strategic focus will always remain on 'doing good' for the underprivileged. We have worked closely with Rediffusion Y&R. They have a fine, young team and some very talented people."