The Ahmedabad office of Mudra has won Oreva, the vitrified tiles brand from the Ajanta Group.
For those not in the know, Ajanta is one of the biggest wallclock manufacturers in the world. Mudra has been awarded with the creative and media duties of the brand.
Ajanta executives were impressed by Mudra's work on Orpat Power Saver compact fluorescent lamps, which is another Ajanta brand. "They were happy with our style of working and that I believe was the reason that swung the decision in our favour," says Ashok Swamy, director, brand communications, Mudra. The agency had picked the Orpat Power Saver business earlier this year.
While the size of the Oreva brand was not available, executives say the billings of Oreva and Orpat Power Saver, put together, would be in the region of Rs 5-6 crore.
Talking about the task at hand for Oreva, Swamy says, "Oreva is yet to be launched in the market. It is a new project and our job is to promote the brand."
The Rs 400 crore vitrified tiles market is dominated by two players, HR Johnson and Nitco. Therefore, Mudra's primary task is to turn Oreva into a leading brand. The strategy is to also focus on the benefits of vitrified tiles over ceramics tiles.
"Compared to the ceramics tiles market, the vitrified tiles market is still in the nascent stages. But it's growing at a faster rate than ceramics. So, along with driving home the superiority of the brand, we would underscore the category benefit of vitrified tiles having a marble-like finish and a strength akin to granite," explains Swamy.
Currently, the agency is working on the strategy and the creative. The campaign should be out in February or March, next year.
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