Former Indian all-rounder and cricket commentator Ravi Shastri and advertising guru Diwan Arun Nanda have entered into a strategic partnership to launch Showdiff Worldwide, an entity that will 'promote talents and events worldwide'.

Speaking at the launch, Shastri, who will be vice-chairman of the company, said: "Drawing its strength from close interaction with various sports and celebrity associations and media houses, Showdiff Worldwide will deploy its expertise in marketing and promoting talent in the field of fashion, music shows, sports and film personalities."

He added that he will continue to be associated with WorldTel, and both Showdiff and WorldTel will work together towards a better future. "Sachin Tendulkar will also continue to be associated with WorldTel," he said.

Showdiff Worldwide aims to be recognised as a truly global talent management enterprise. It will work towards enabling established stars and budding talents realise their true potential in the marketing and advertising world. It will be headquartered in Mumbai and have branches in New Delhi, Kolkata, Bangalore, Singapore, Bangladesh, Sri Lanka and West Asia.

Nanda, who is chairman of Rediffusion-Dentsu Young & Rubicam, said the key strength of the new company is the ability to bring about synergies among advertising, sports and the entertainment industry.

Both Shastri and Nanda said there are several projects lined up, but they will announce them at the opportune moment.