PGIM India MF assigns its creative duties to Rediffusion Brand Solutions
PGIM India Mutual Fund, the wholly-owned business of PGIM, the global investment management business of the US based Prudential Financial, Inc. (PFI), has appointed Rediffusion as its creative services partner. PGIM is one of the top 10 investment managers with over $1.3 trillion in asset under management.
The agency won the mandate following a rigorously contested pitch. The account will be handled by Rediffusion’s Mumbai office.
On the partnership, 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.”
Commenting on the appointment, Navonil Chatterjee, Joint President & 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. Communicationwise, we will have to quickly carve out our niche in the market.”