Mumbai: Rediffusion has announced the launch of Rediffusion Narrative, a dedicated creative content division focused on brand-integrated storytelling for the streaming era. The move marks a strategic expansion by the independent agency into long-format and narrative-driven content, with over 10 titles already under development for leading OTT platforms.
Launched on the occasion of Baisakhi, Rediffusion Narrative aims to redefine how brands engage with audiences by shifting from conventional advertising to immersive storytelling formats. The division will create branded content across web series, microdramas, and other narrative-first formats tailored for digitally native consumers.
“At Rediffusion, we have always believed that great ideas change the world. Rediffusion Narrative is our conviction brought to life — a dedicated home for stories that don’t just speak to consumers but move them. This is the future of brand communication, and we are proud to be leading it within the world of brands,” said Dr. Sandeep Goyal, Chairman & Managing Director, Rediffusion
The new division is already working on a robust content pipeline, including a 20-part web series for a major OTT platform and more than 10 microdrama titles currently under production for leading brands. In addition, the company is exploring reality formats tailored for brand integration, with at least one show in advanced stages of development in collaboration with major FMCG players.
Positioned at the intersection of advertising and entertainment, Rediffusion Narrative seeks to build long-term emotional connections for brands through culturally relevant storytelling. The initiative leverages Rediffusion’s legacy of over five decades in brand communication, now adapted for a fragmented, attention-driven media landscape.
“We are living in a time when audiences have infinite choices and finite attention. The only currency that truly works is a compelling story. Rediffusion Narrative is built to deliver exactly that — stories crafted with purpose, precision, and passion.” says Amitabh Nanda who will oversee this new entity from Rediffusion.
Leading the division is Ambica Kuthiala, a veteran in broadcast and media with over 35 years of experience across India and Southeast Asia. She will oversee day-to-day operations and drive the creative and strategic direction of the unit.
“Storytelling is the oldest form of human connection, and yet it’s never been more powerful than it is today. With Rediffusion Narrative, we are giving brands the tools, the talent, and the platform to tell stories that truly matter. I am thrilled to be tasked to bring this vision to life.” says Ambica Kuthiala.
The division’s visual identity reflects its positioning, with a logo featuring fluid, dynamic lines forming a galloping horse—symbolising creativity, speed, and forward momentum.
“Just as the galloping horse charges ahead with grace and power, Rediffusion Narrative stands for dynamic, future-focused narratives that drive brands forward with creativity and clarity” says Carol Goyal, Executive Director, Rediffusion.
With multiple projects already in motion and partnerships underway with top OTT platforms and brands, Rediffusion Narrative is set to play a significant role in shaping the future of branded content in India.
