realigned its Eclairs brand with Mudra, South. Industry sources estimate the size of the business to be around Rs 3 crore. The other empanelled agency for Nutrine is Rediffusion DY&R, which looks after the creative duties for Mahalacto. OMS is the agency of record for all Nutrine brands.
Confirming this development to agencyfaqs!, LR Udayshankar, executive vice-president, marketing, Nutrine, says, "Mudra has been working with us for the last eight years. Last year, due to some internal structural changes, the Eclairs business was given to G3 Communication, Grey's second agency. But since we enjoyed our partnership with Mudra and feel they are very competent, we decided to award the business back to them."
"The campaign will initially break in South India and, thereafter, within a very short period, we plan to take it nationally. This year, we also plan to double our media budget for all Nutrine products and, as we go forward, we plan to empanel more agencies," he adds.
The media mix for the campaign will include television, which will cover approximately 90 per cent of the campaign. The rest of the activation will encompass print and below the line activities.
Talking about the task ahead for the brand, Jagdish Acharya, executive creative director, Mudra, Bangalore, says, "Nutrine Eclairs is a highly aggressive brand and the challenge is to create appropriate positioning for it in a limited budget."
© 2006 agencyfaqs!