Virendra Tivrekar, Executive Creative Director, has been appointed Head of Rediffusion Design Studios, according to a press release from Rediffusion. His home base will be Mumbai. Before joining McCann Erickson, Tivrekar had previously worked for DDB Mudra, Lowe Lintas, Eleven Brand Works, and Leo Burnett. He has previously worked at Rediffusion DY&R. He received his degree in typography from Mumbai’s JJ School of Applied Art.
Virendra Tivrekar, also known as Viru, brings a wealth of experience to his new position at Rediffusion. He has worked for companies such as Liril, Breeze, Lifebuoy, Pears, Babool, Rexona, Axe, Garnier, Lycra, Stayfree, Vaseline, Times Of India, Danik Jagran Group, Star Network, Sab TV, Colours, Bloomberg, BBC, L&T Realty, Amazon Prime, Taj Hotels, Eve Tivrekar has been in the business for 20 years.
Welcoming Virendra to the agency Pramod Sharma, National Creative Director of Rediffusion said: I am sure he will do a great job leading his Rediffusion Design Studios. Virendra is joined by an equally talented team of Ajit Rakhade, Rohan Parab, Arif Khan and Akash Sharma. These are all top notch designers. Together they deliver magic. ”
Although the agency made a commendable effort, and the Indianness does come through, the typeface appears to be unnecessarily complicated and difficult to read. According to corporate identity and design expert Sanjay Sarma founder of SSarma Consults, “The main determining criteria for a good font is intelligibility across mediums.” Complexity has to go in the modern world. In design, simplicity always prevails.
“As a company, Rediffusion is evolving. I’m glad to be back as well. The job for the design studio is intriguing and hard. I’m hoping to produce some excellent work with my new team that will make the business sit up,” Virendra Tivrekar retorted. “We are currently developing several innovative items that blend design and technology. The development of a few design items that will be offered as SaaS services has already begun by Viru and his team. The managing director of Rediffusion, Dr. Sandeep Goyal, says, “We intend to raise the profile of Rediffusion Design Studio significantly.
One of India’s major integrated power businesses, Tata Power, has chosen Rediffusion to handle its digital, creative, and media needs.
All of Tata Power’s business clusters, including generation, transmission, and distribution, renewable energy, and new business services, including ESG and CSR areas, will be handled by Rediffusion.