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Mudra, Everest & Rediffusion win Consumer Affairs ministry business
Other agencies in the pitch included Grey, Capital, O&M, McCann-Erickson, Saatchi & Saatchi, Contract, Leo Burnett, Lowe, RK Swamy BBDO, JWT, and Ambience
The Consumer Affairs ministry has awarded its creative business to Everest Brand Solutions, Mudra Advertising and Rediffusion DYR, the ministry has confirmed.
The size of the account, as reported by agencyfaqs! earlier, is Rs 70 crore.
A S Khan, the ministry's spokesperson, told agencyfaqs! on Friday evening, “Mudra will be working on an extension of the existing ministry campaign 'Jago grahak jago', while Everest will spearhead the ministry's initiative in the North-East, and Rediffusion will bear the responsibility of activities including gold hallmark and ISI registration.”
According to him, Everest was in the race for the sequel to 'Jago grahak jago', but the ministry ultimately decided in Mudra's favour. The ministry made its final decision on the basis of presentations made by the short-listed agencies.
Apart from the winning-trio - Mudra, Everest and Rediffusion - other agencies which had participated in the pitch reportedly included Grey, Capital, O&M, McCann-Erickson, Saatchi & Saatchi, Contract, Leo Burnett, Lowe, RK Swamy BBDO, JWT and Ambience.
The ministry's objective is to create confident consumers in an environment that promotes good and accurate information flows between suppliers and consumers, resulting in consumers transacting with confidence. The selected agencies would be helping out the ministry in reaching out to the consumers.
The ministry's work covers the development of consumer policy including consumer protection, product safety and weights and measures, provision of appropriate, accurate and accessible information, education and advice for consumers and businesses on consumer laws and issues, along with investigation of unsafe consumer products.
It also covers provision of advice on consumer representation, including a consumer representation nomination service to government departments and agencies, administration of a range of consumer legislation and enforcement of the Weights and Measures Act 1987.
© 2005 agencyfaqs!