One evening in 1973, three leading stalwarts of advertising came together to discuss the state of creativity in advertising.

They wanted to do something about the mediocrity, the contentment with the status quo, the inertia that seemed to pervade agencies and people.

The three people, Diwan Arun Nanda, Ajit Balakrishnan and Mohammed Khan, came up with a game plan – to start their own advertising agency, Rediffusion. An agency that would be passionate and bold; an agency that would take ownership of clients and their work to new heights; an agency that would create fearless, category-busting work.