has bagged the creative duties for Nutralite Premium Table Margarine. Nutralite was recently acquired by the Zydus Cadila group. The pitch for the business happened in early July and saw four-five agencies in the fray, including O&M and Triton. The media duties have been aligned with Zydus Cadila group's media AOR, Starcom.
The size of the business is estimated to be Rs 7-8 crore.
A Zydus Cadila group spokesperson says, "We want to position Nutralite as the 'healthier alternative to butter'. Mudra's communication approach was in sync with the brief and provided a distinct perspective to the brand. Besides, Mudra already has a good experience with brands in similar categories."
Chandan Nath, executive vice president, Mudra, Ahmedabad, says, "In making the brand more relevant and more effective in its communication strategy, we demonstrated a deeper understanding of the same. Overall we presented insights to capture the scenario of growing health-consciousness among Indians."
The media mix for the brand will mainly consist of television and press, along with other promotional activities.
For the record, Nutralite contains lesser saturated fats than butter as it is made from vegetable oils. As part of the Zydus Cadila Group, it will promote healthy eating and living habits by anticipating emerging and everyday needs with respect to health and wellness foods.
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