Rediffusion has launched a new creative content division, Rediffusion Narrative, aimed at building brand-led storytelling formats for the streaming era.

The new division will be led by Ambica Kuthiala, a broadcast and media veteran with over 35 years of experience across India and Southeast Asia. She will oversee day-to-day operations and guide the division’s content strategy across formats.

The division will focus on developing content across web series, microdramas and other narrative-first formats designed for digital audiences. 

It begins with over 10 titles currently under development, including a 20-part web series for a major OTT platform and multiple microdrama projects slated to roll out later this year.

Rediffusion Narrative also aims to mark the agency’s entry into reality-based formats tailored for brands, with at least one show in advanced stages of development in collaboration with large FMCG companies.

With this move, the agency is expanding beyond traditional advertising into long-form and episodic storytelling, as brands increasingly look to engage audiences through entertainment-led narratives on streaming platforms.

Sandeep Goyal, chairman and managing director, Rediffusion, said, “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.” 

Amitabh Nanda, who will oversee this new entity from Rediffusion, added, 
“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.” 

Kuthiala said, “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.” 

Carol Goyal, executive director, Rediffusion, said, “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."