A highly luminescent non-palindromic [(C^C^N)Pd] pincer complex forms upon reacting pyridine-substituted 2,2'-diiodo-biphenyl with [Pd(PPh3)4]. This case study establishes for the first time that the title compound is formed via a double oxidative addition - comproportionation sequence. DFT and TDDFT calculations complement mechanistic and photophysical characterizations.