Philips India says hello to Mudra Communications

Subsequent to Royal Philips Electronics consolidating its entire business with DDB Worldwide in 2003, Mudra is now barely a month away from becoming the creative agency for two of Philips India's divisions – Lighting and Domestic Appliances and Personal Care (DAP).

Mudra is expected to come on board in April, 2005.

Leo Burnett, the incumbent for Lighting and DAP, has been officially informed about the impending move by the respective divisions.

However, with regard to Philips' third division, Consumer Electronics, which is handled by JWT now, it is still not clear whether Mudra will get to handle this account as well.

Internationally, all three business segments of Philips are clubbed under 'One Philips' banner with DDB. In fact, the very objective of the global pitch was to integrate the three divisions with one agency.

When agencyfaqs! quizzed Shiv Kumar, executive director and senior vice-president (Consumer Electronics) Philips India on this issue, he said the decision to sign up Mudra, or to retain JWT will be taken in early March.

If Philips Consumer Electronics migrates to Mudra, the billings are definitely going to be staggering. Sources say, it will be in region of Rs 50 crore.

Even as Mudra waits for Lighting and DAP to come into its fold, the agency has already begun work on DDB's global corporate campaign for Philips. This includes adapting the creative for the Indian market. The campaign is slated for launch in a couple of months.

Incidentally, Philips Lighting and DAP's movement is not going to affect the present arrangement with media agency, Carat.

The Philips-Mudra story could have happened in 2003 itself, had it not been for the conflicting Samsung account. It was only last year that Samsung made an exit and hence, paved the way for Philips to enter.

And no, Electrolux, the white goods major, is not in competition with Philips as both operate in different categories. For those not in the know Mudra services Electrolux microwave oven, refrigerator and washing machine businesses.

© 2005 agencyfaqs!