Mudra, Kochi, has
bagged the advertising duties for the synthetic washable mats brand Dennis Coir (DC) Mills. DC Mills specialises in floor covering and has products ranging from bedroom mats, bath mats and car mats to area rugs and wall-to-wall carpets. It is the first time this brand will be advertised in the media. The advertising spend for the business is estimated to be Rs 10 crore.
D Maheshwaran, marketing manager, DC Mills, says, "Our brand is targeted at the premium segment of society. Mudra already has good experience in promoting Vimal as a textile brand. Ours being a textile flooring brand, Mudra demonstrated how it can make a style statement complementing home décor. Starting from the South India, we will promote our brand all over India."
S Radhakrishnan, executive vice-president, Mudra South, says, "What really worked for Mudra was the strategy with which we approached the business. Instead of treating it as a simple flooring product, we focused more on the style quotient of the brand."
The first campaign will break in July this year. The media mix will include a 360-degree communication plan, including television commercials, print, radio and outdoor advertising.