Rediffusion has announced the launch of Konjo. 

The specialist agency will provide strategic thinking and brand support to new-age startups, as well as Indian enterprises wanting to move to the next higher level.

Konjo in Japanese means ‘indefatigable spirit’. 

The agency will be based in Mumbai, Bengaluru and Delhi and will be overseen by Carol Goyal, group director. 

A full-time CEO for the agency has been identified and will join in October from his current assignment overseas.

Konjo will work on a remuneration system where it will participate in the equity value of its client brands. It will also examine possible investments in some of its client brands through direct equity.

Sandeep Goyal, chairperson, Rediffusion, said, “Rediffusion was set up in 1973 by Diwan Arun Nanda, Ajit Balakrishnan and Mohd Khan as an Indian agency that would work with the growing tribe of local entrepreneurs and visionaries. That tradition has continued over the past five decades at the agency and we are proud to have been the birthplace of some of India’s most famous brands. Konjo will be a small but smart integrated communications agency that will work with startups in different stages of their brand journey.”

Carol Goyal, added, “We have borrowed the name of this agency from our Chairman, Dr. Goyal’s book by the same name published in 2014 by Haper Collins. Konjo was then the story of Dr. Goyal’s entrepreneurial venture, Dentsu, which he launched, nurtured, and grew over nearly a decade. We are going to bring the same value systems, work culture, and strategic goodness to the clients of Konjo. We have already signed up two clients and another two should sign up by next month when we will formally announce them."