(L to R) Arun Nanda and Ravi Shastri

On 12 August, the ad agency entered into a strategic partnership with cricketing legend Ravi Shastri to launch Showdiff Worldwide. The Mumbai-based company will offer a range of services covering
different fields such as films, music, sports, fashion, art and literature. The services provided will include promotion of talent, endorsement and film placement.

Showdiff Worldwide, a private limited company, will start off with a registered capital of Rs 25 lakhs (Rs 2.5 million) and Nanda refers to the arrangement as a 50:50 partnership. Showdiff Worldwide is the eight Rediffusion venture - the others being Rediffusion DYR, Wunderman, The Media Edge, Everest Advertising, Rediffusion PR, Rediff.com Sudler and Hennessey - and is an independent company just like Wunderman and Sudler & Hennessey.

(L to R) Sachin Tendulkar, Arun Nanda and others

The bash held at Mumbai's Taj Mahal hotel heralded the launch of the new fledgling venture. India's master blaster Sachin Tendulkar and Bollywood actress Raveena Tandon were amongst the celebrities who attended the duo that also had senior Rediffusion DYR executives.

"The launch of Showdiff Worldwide is a very special moment as it opens up new vistas and several opportunities. We are setting out to scale new heights in a totally different field," said Nanda during the launch.

"When we first set up operations in India, we took a pledge to offer world class standards of excellence and efficiency. And our dream still remains the same - to offer world class operations in the Indian context," Nanda added.

Talking about the association with the cricket celeb, Nanda stated: "Ravi Shastri and I can bring a new dynamism and fair play into the business of talent and event management. This is the first time that an ad agency has partnered with a professional sports celebrity. Shastri is a dynamic personality who has made us feel proud of being an Indian. This company empowers Rediffusion DY&R to offer its clients a complete integrated communications package and redefines its role as a total communications solutions provider. I am extremely happy with the joint venture."

Nanda also counters the point that the agency is starting its talent and events venture pretty late in the day. "As a group, we have never believed in getting into anything without proper planning. And whenever we have started something, we wanted to be the best in the business. We had been toying with the idea of coming up with this kind of a set up; but we didn't have anyone like Shastri before - a well known credible personality who would partner us. Is it too late? The answer is 'No'! In any industry, it's not about how late you are - it's always about how good you are," Nanda emphasised.

(L to R) Showdiff V-P (marketing) Jaiveer Panwer, Arun Nanda and Ravi Shastri

It must be a mutual admiration club because even Ravi Shastri refers to Nanda as a man who is intuitive, ahead of the curve and a visionary. Shastri also credits Nanda with creating an ad agency with an impeccable track record and one that can claim to be one of the most professional set ups in the country at the moment.

Ravi Shastri will be heading this venture along with a team of handpicked core team of professionals from the sports and entertainment industry. However, Nanda says that they will not recruit extensively but use the existing resources. "We shall not be building a full-fledged team. There will be certain professionals such as our vice president (marketing) Jaiveer Panwar who will use other internal resources within the network," he adds.

While mentioning that the first event will be held towards the end of the year, Nanda says: "We will also conduct events in countries such as Sri Lanka, Singapore and the Middle East. We shall sign international artistes and conduct events in different places such as Dubai, Colombo or Singapore. In fact, sometime in November or December 2003, we shall be doing our first event involving an international music group. Most probably, the event will be held outside India."

Nanda also doesn't rule out the possibility of going public. "If the venture becomes successful, we shall certainly tap the capital markets and go public. After all, Rediff.com was the first Indian company to be listed on the Nasdaq," he points out.

Picture courtsey: Ashok Punatar