PGIM India Mutual Fund has assigned its creative mandate to Rediffusion post a multi-agency pitch. PGIM is the global investment management business of US based Prudential Financial.
Sakshi Dalela, head of marketing and communications, PGIM India Mutual Fund, said, “We are delighted to have Rediffusion Brand Solutions on board as it was important for us to have the right partner to craft the brand's creative language and identity. Rediffusion came across as the best fit. The agency would not only be responsible for communication development but also walk alongside us with strategic inputs on the brand.”
Navonil Chatterjee, joint president and chief strategy officer, Rediffusion Brand Solutions, said, “It is a very exciting assignment for us because we have a huge task of transferring the equity and credibility that lies with the global mother brand Prudential to the Indian entity from a consumer point of view. We need to find a unique position for PGIM India Mutual Fund - as a challenger in the very versatile and highly competitive Indian asset management market. Communication wise, we will have to quickly carve out our niche in the market.”
Rediffusion's Mumbai office will handle the account.