Godrej shaving cream and Godrej Snuggy moves from Contract to Mudra

Mudra has added two more Godrej brands in its kitty. Mudra’s Mumbai branch has won the creative duties for Godrej shaving cream, and Godrej Snuggy.

The size of the business is estimated to be around Rs 5 crore. The incumbent agency was Contract. The media duties continue to be with Madison.

Mudra Mumbai already handles a couple of other Godrej’s prestigious brands such as Godrej No.1, Godrej Ezee and Godrej Shikakai. Apart from these, the agency also manages the Godrej Consumer Product’s entire hair colourants range as well as Godrej Agrovets’s Real Good Chicken.

Confirming this development to agencyfaqs!, Manish Agrawal, general manager, marketing, personal care, Godrej Consumer Products, says, “Some internal changes are expected to happen at Contract, which we are not very comfortable with. This is why we mutually decided to part ways.”

On realigning the businesses to Mudra, Agrawal, says, “Mudra already handles a few of Godrej’s power brands, and we are very comfortable working with them.”

Madhukar Kamath, managing director and CEO, Mudra, says, "The new wins are mid-size brands and Godrej wanted to focus on these categories because they believe that these are growth categories and they have the right products in place."

Jude Fernandes, president, Mudra says, "Over the years, we have successfully acquired more and more businesses from Godrej, and the reason for this is our strengths in account planning coupled with market share building creatives and proactive account management.”

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