Mumbai: Rediffusion Kolkata has secured the creative and strategic communications mandate for Prabhuji Pure Food, a FMCG brand in India’s traditional snacks and sweets segment. The agency will work closely with the Prabhuji team to build a distinctive brand voice that emphasizes authenticity, quality, and cultural roots. As Prabhuji expands its presence nationally, Rediffusion will oversee the entire strategy, from brand positioning to integrated campaigns across media platforms.
Abhinav Agarwal, Head of Brand and Marketing at Prabhuji Pure Food, commented, “Rediffusion came to us with a sharp understanding of our category, audience, and ambitions. We believe they are the right creative partners to help us shape the next phase of our journey – one that’s driven by both tradition and transformation. We look forward to working hand-in-hand to take Prabhuji into many more homes across India.”
Rediffusion will focus on articulating Prabhuji’s purpose, blending nostalgia with modern relevance to resonate with evolving consumer preferences. The mandate also includes developing brand architecture and content strategies for the growing brand, with a special emphasis on market expansion.
Pramod Sharma, NCD of Rediffusion Kolkata, stated, “This is a brand with a powerful emotional quotient. Our creative approach will tap into that sentiment – creating stories that make people smile, crave, remember, and most importantly, connect.”
Asheesh Malhotra, Executive Director of Rediffusion, added, “Prabhuji is more than just a food brand – it is a part of India’s cultural fabric. At Rediffusion, our job will be to honour this legacy while helping the brand speak to the evolving preferences of newer audiences. From traditional touchpoints to digital narratives, we aim to build a cohesive brand that is both beloved and future-ready.”
Sreeparna Gupta, Head of Rediffusion Kolkata, concluded, “We’re excited to take on this challenge. Our focus will be on helping Prabhuji build brand love not just through what it makes, but through what it means to its consumers – joy, comfort, festivity, and flavour that’s familiar yet fresh.”
The upcoming months will see the launch of a new integrated brand campaign, packaging innovations, and digital engagement strategies that will strengthen Prabhuji’s value proposition across India. Rediffusion’s mandate will also target Tier 1, 2, and 3 markets with localized messaging that speaks directly to each region’s unique audience.
