Rediffusion has launched a new creative content division focused on brand integrated storytelling, marking a new chapter in how brands connect with audiences in the streaming age.
Rediffusion Narrative will specialise in creating and producing branded content across formats including web series, microdramas, and other narrative-first formats tailored for the modern, digitally native Indian audience.
“At Rediffusion, we have always believed that great ideas change the world. Rediffusion Narrative is our conviction brought to life — a dedicated home for stories that don’t just speak to consumers but move them. This is the future of brand communication, and we are proud to be leading it within the world of brands,” said Dr Sandeep Goyal, chairman and managing director.
The offering is designed to bridge the gap between advertising and entertainment, offering brands a platform to tell stories that resonate, endure, and build lasting emotional equity in an era where attention is the most sought after element for brands.
“We are living in a time when audiences have infinite choices and finite attention. The only currency that truly works is a compelling story. Rediffusion Narrative is built to deliver exactly that — stories crafted with purpose, precision, and passion,” said Amitabh Nanda, who will oversee this new entity.
An ambitious content pipeline already in motion
Initial projects include a 20-part web series being developed for a major OTT platform, 10+ microdrama titles that are already in production, and a few other titles in the pipeline that are being developed in collaboration with India’s top three OTT platforms. The brand also mentioned an innovative reality show that is in closing stages with at least two large FMCG companies.
Ambica Kuthiala, a broadcast and media veteran who has over 35 years of experience working on content across genres in India and SE Asia, will oversee day-to-day operations. Her rich experience in broadcast, branded entertainment, and storytelling brings a rare blend of creative depth and industry acumen to the venture, making Rediffusion Narrative uniquely poised to redefine branded content in India.
“Storytelling is the oldest form of human connection, and yet it’s never been more powerful than it is today. With Rediffusion Narrative, we are giving brands the tools, the talent, and the platform to tell stories that truly matter. I am thrilled to be tasked to bring this vision to life,” said Kuthiala.
