Rediffusion has announced the launch of a technology and digital-led communications subsidiary, FutureTech.
The subsidiary will anchor metaverse, NFTs, blockchain, AI, AR, machine learning domains and has extended its services to include conversational AI.
Sanjay Sakalley, the former CEO of Diginative and Juniors, will be the advisory on board and lead the new initiative.
Furthermore, Rediffusion will be launching its first metaverse event next week, with a client trade show spread over two days.
The Rediffusion FutureTech team, led by a publishing group, aims to create and market their archival content as NFTs. These NFTs will go on sale around 15 August 2022, to celebrate 75 years of India's Independence.
FutureTech is also currently working with several senior artists to help them create, promote and monetise their works as NFTs. The Kailasham Trust and the Kailasham Museum are Rediffusion’s domain experts in this project.
Rediffusion FutureTech will initially operate out of Mumbai and Delhi.
Sandeep Goyal, managing director, Rediffusion, said, "Rediffusion, as an agency, is today in the forefront of technology. We will soon be unveiling a suite of new initiatives in making content for brands cheaper and more visually powerful, through the use of world-class technologies. It is time for the consumer, content and communication to converge. This is why we are launching Rediffusion FutureTech which will help clients understand, simplify and apply technology to brands."
Rajendra Gupta, chief growth officer, Rediffusion, said, "Now we can support about 500 concurrent users on our systems, which means we can easily host about 10,000 visitors every day at the metaverse event. A lot of clients are showing interest in hosting events in the metaverse. Not just because physical events are difficult to hold for now, but because such events impart a tech-sheen to the host brand, making them more exciting, relevant and aspirational to younger audiences."
Sakalley said, “The content that we are going to put up for the NFT sale which is more expensive pieces, will be available on fractional ownership. This means that you can buy a piece of history, digitally and perpetually, for a few thousand rupees."
