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Rediffusion launches its digital-led arm FutureTech, Marketing & Advertising News, ET BrandEquity

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Rediffusion recently announced the setting up of a technology and digital-led communications subsidiary, Rediffusion FutureTech, which will work in the domain of Metaverse, NFTs, Blockchain, artificial intelligence (AI), augmented reality (AR), machine learning and extend its service repertoire to include conversational AI.


Sanjay Sakalley, who was chief executive officer of Diginative and Juniors, will be the advisor to FutureTech, and lead the new initiative. Sakalley is an engineer by training, and an MBA from FMS Delhi. He started his corporate career from Tata Exports.

Rajendra Gupta, chief growth officer of Rediffusion said, “For now we can support about 500 concurrent users on our systems, which means we can easily host about 10,000 visitors everyday 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.”


“The content that we are going to put up for sale will, for the more expensive pieces, be available on fractional ownership. This really means that you can buy a piece of history, digitally and perpetually, for a few thousand rupees,” explained Sakalley.

Ruchira Raina, zonal director (South and East), Rediffusion said, “The creative and the technology solutions are ingeniously simple but for those committed to eco-friendliness, they will end up ‘befriending’ 365 real trees in a year. ‘Green’ has to become ‘hi-touch’ through ‘hi-tech’ if it is to reach the masses.”

Sandeep Goyal, managing director of 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. Which is why we are launching Rediffusion FutureTech which will help clients understand, simplify and apply technology to brands.”


The account will be handled by the agency’s Mumbai office…






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