Tata puts Rediffusion/Edelman on review; open to other options

Tata, the Indian business group has now opened a window of opportunity for the corporate communication players in India as it has put its six years alliance with Rediffusion/Edelman on a review according to a leading content website. The PR mandate is worth $5m approx in association with Rediffusion ad agency for the same. While the report mentions that the contract between Tata and Rediffusion, the latter's contract with Edelman, expires by January 2018 end. 

However, there are fair possibilities for Edelman to retain the mandate encompassing domestic PR support for Tata Sons along with the conglomerate's 29 group companies. The mandate has led to lucrative business opportunities for Edelman and established it as one of the biggest PR agencies in the country. According to the report, other agencies have not been contacted regarding the upcoming transition. Tata is yet to give away information on the details of how they intend to restructure its PR support post the expiry of the contract with Rediffusion/Edelman.  

Tata and Edelman had come together in 2011 after the debacle of the Nira Radia scandal tarnishing TATA’s reputation and leading to a shift from their previously favoured PR firm, Vaishnavi to the incumbent Edelman.