multi-agency pitch, Mudra Communications has won the creative and media duties for the Goel Premium TMT Rebar account of SBMPL, Raipur, Chattisgarh. This the first time that SBMPL has hired an advertising agency to promote its product.
The size of the business is estimated to be upwards of Rs 5 crore. Mudra will lend SBMPL the required strategic advice to help create a brand in the steel rib category.
According to Sandeep Goel, director, SBMPL, "It was a multi-agency pitch and we felt that Mudra would be the best agency to handle this job as it has the passion. A brief was given to all the agencies. This being a different product, we wanted to do something that did not need a celebrity endorsement as, say, actor Dharmendra, who endorses a similar product. This is an important product from the consumer's point of view. So, it is important to educate the consumers about this product."
SBMPL operates from Chattisgarh and Madhya Pradesh. They plan to launch a national campaign to promote their steel ribs and expand their market. Goel adds, "I think Mudra's expertise will be very crucial in our endeavour to be a leading national brand."
Sanjay Sharma, executive vice-president, Mudra Group, says, "SBMPL was looking for an agency that was good in strategy and they settled on us. We will be doing strategy advertising for SBMPL. This means we will be doing the full campaign, including print and TVC. Basically, they liked the kind of work that Mudra has done in the past. They saw our hunger."
For the record, Goel Premium TMT Rebar is the market leader in Chattisgarh and Madhya Pradesh. It is a product of the Shri Bajrang Group, which has†a turnover of Rs 1,000 crore.
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