MAM
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.”
MAM
Sameer Nair steps down as CEO of Applause Entertainment
Veteran media executive exits after a decade at the Aditya Birla Group-backed studio.
MUMBAI: After a decade of calling the shots, Sameer Nair is taking a bow from Applause Entertainment. The veteran industry leader and CEO of the prominent content studio is stepping down from his role, according to sources familiar with the development. This marks a significant leadership transition at one of India’s key players in the television and digital content space.
Applause Entertainment, part of the Aditya Birla Group, has built a strong reputation under Nair’s leadership for its high-quality adaptations of international formats and a slate of original series across OTT platforms. Nair, who joined the company a decade ago, was instrumental in shaping its growth and positioning it as a notable force in India’s evolving streaming landscape.
Prior to Applause, he held senior roles at major media organisations, including Star India, where he played a pivotal part in the launch of the iconic show Kaun Banega Crorepati in 2000. He also worked with Balaji Telefilms and NDTV Imagine.
It remains unclear who will succeed Nair or what his next professional move will be. Queries sent to Nair did not receive a response, and Applause Entertainment declined to comment on the matter.
His exit comes at a time when the Indian content ecosystem is undergoing rapid changes, with streaming platforms recalibrating investments, focusing on profitability, and adjusting content strategies amid shifting viewer preferences and increasing competition.
Industry insiders suggest the transition could signal a strategic reset for Applause as it navigates the next phase of growth.
In the fast-paced world of Indian entertainment, where hits can fade as quickly as they rise, Sameer Nair has enjoyed a remarkably steady and influential run. As he steps off the stage at Applause, the spotlight now turns to what comes next for both the executive and the studio he helped build.
