Mudra South & #BANNER1 & # has bagged the creative and media duties for Apollo Health and Lifestyle. The company owns two brands, 'The Apollo Clinic' and 'The Cradle'.
The size of the account is believed to be in the region of Rs 5 crore. The incumbent agency was MAA Bozell.
Ratan Jalan, CEO, Apollo Health and Lifestyle, says, "Around two years ago, we had called for a pitch. Both MAA Bozell and Mudra participated, along with a few other agencies. At that time, we awarded the business to MAA Bozell because we liked their creatives. But then the MAA Bozell team changed. An advertising agency is only as good as its team, so we decided to shift the business to Mudra, based on their previous work."
He continues, "In addition, Mudra has grown as an agency in the last two years. It has built a fairly large set-up in South India. So, we are confident that Mudra can handle all our brand communications effectively."
The communication will not include aggressive mass media initially. Instead, it will have mostly below-the-line activities and innovative brand communication.
Bal Despande, vice-president, Mudra, Hyderabad, says, "The objective is to establish the brand as a state-of-the-art consultation clinic, which offers services at very competitive rates. Our key task will be to drive the advantages of the brand. The approach towards communication will be pretty customised, but it will look at the requirement holistically as the category itself is highly sensitive."
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