Following a multi-agency pitch, Mudra, Mumbai, has won the
MTDC (Maharashtra Tourism Development Corporation) account. The size of the business is estimated to be around Rs 2.5 crore. The incumbent agency was Ogilvy and Mather.
Suresh Amarnani, group business director, Mudra, says, "Maharashtra, the third largest state in India, is a region with remarkable diversity. The region is characterised by a 720-km narrow coastal strip on its west, the Satpura hills in the north and the Western Ghats in the east."
He adds, "In an endeavour to exploit this diversity, MTDC wants to embark upon a major 'Public Awareness Programme' to create awareness about the tourism products available in Maharashtra. This programme represents the various aspects of public communications that will be employed to create and increase destination awareness. The campaign will be executed in the domestic market and a few select international markets."
The different media vehicles for communication will include newspapers and magazines, advertorials, billboards and banners, posters, calendars, leaflets, brochures or handouts, guidebooks, audio tapes, CDs, television advertisements, documentary films and VCDs.
Madhukar Kamath, managing director and CEO, Mudra, says, "The challenge is to work alongside MTDC to combine our expertise in building a brand to spearhead a multi- layered initiative to promote tourism in Maharashtra."
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