Rediffusion Unveils Konjo; Carol Goyal To Spearhead

EE News Desk Jul 25, 2024

The new agency epitomises the energy, zeal and commitment required when ventures are new and nascent

Rediffusion has unveiled Konjo, a specialist agency that will provide strategic thinking and brand support to new-age startups, as well as Indian enterprises wanting to move to the next higher level. The agency will be based in Mumbai, Bangalore and Delhi and will be overseen by Carol Goyal, Group Director. A full-time CEO for the agency has been identified and will join in October from his current assignment oversees.

Rediffusion in its 51 years of existence has been the birthplace of many famous brands like Maruti Suzuki, Airtel, Tata Sky, Colors TV, Lakme, Garden Varelli, Kaya Clinics, SBI Yono, Kingfisher Airlines and many more. Even brands like Pepsi, Canon, Casio, KFC and Revlon, were first launched in India by Rediffusion.

Konjo, in Japanese, means ‘indefatigable spirit’. The new agency epitomises the energy, zeal and commitment required when ventures are new and nascent.

“Rediffusion was set up in 1973 by Diwan Arun Nanda, Ajit Balakrishnan and Mohd Khan as an Indian agency that would work with the growing tribe of local entrepreneurs and visionaries. That tradition has continued over the past five decades at the agency and we are proud to have been the birthplace of some of India’s most famous brands,” says Dr. Sandeep Goyal, Chairman, Rediffusion. “Konjo will be a small but smart integrated communications agency that will work with startups in different stages of their brand journey.”

Adds Goyal, “We have borrowed the name of this agency from our Chairman, Dr. Goyal’s book by the same name published in 2014 by Harper Collins. Konjo was then the story of Dr. Goyal’s own entrepreneurial venture, Dentsu, which he launched, nurtured, and grew over nearly a decade. We are going to bring the same value systems, work culture, and strategic goodness to the clients of Konjo.”

Konjo will work on a remuneration system where it will participate in the equity value of its client brands. It will also examine possible investments in some of its client brands through direct equity.

“We have already signed up two clients and another two should sign up by next month when we will formally announce them,” concludes Goyal.