Mudra Delhi wins Paramount Cables account

By Abhishek Chanda , afaqs!, New Delhi | In Advertising | May 21, 2009
The agency won the business, which is in the region of Rs 5-10 crore, after a multi-agency pitch

Paramount Cables, part of the Paramount group of companies, one of the leading cable manufacturing companies of the country, has appointed Mudra as its creative partner. The agency's Delhi branch won the account -- which is estimated to be in the region of Rs 5-10 crore -- after a multi-agency pitch. Mudra Connext will handle the media duties for the brand.

Confirming the development, Parul Aggarwal, director - Projects, Paramount, says, "Mudra was impressive with its attitude towards work, its strategies and the teamwork displayed. Add to that the weight of the Mudra brand name, which makes it a great agency to work with. We are happy with the association."

The brand is new to the advertising front, and therefore, Mudra is the first agency it is working with. Aggarwal maintains that Paramount will initially focus on print, outdoor and radio, and later, once the brand is visible in the market, engage in TV advertising. The brand's competitors include Havells, Finolex and KEI.

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Aggarwal is clear that the brand would not advertise as extensively as, say, Havells, given the fact that Havells has a wider portfolio. However, she adds that they would certainly like to be visible among the other players and make noise. For starters, Paramount plans to come up with a campaign by mid-June, targeted at Delhi and NCR.

Commenting on the win, Sanjay Sharma, president, north and east, Mudra Communications, says, "We are very proud to be associated with the Paramount group as thier communication partners. Home wiring is a very new and emerging consumer category with a lot of challenges...converting a commodity mindset to engage with a brand is indeed a ambitious task and we are sure that Paramount will live up to the same."

Launched in 1955, Paramount Cables now caters to a wide range of industries, including power, railways, telecom, defence and space research. Its clientele includes government, institutional and major private sector organisations, both national and international. To mark the beginning of its international expansion, in 2007, Paramount acquired AEI Cables, UK, one of the oldest cable companies in the world, with a history dating back to 1835.