Mudra to handle World Gold Council's next project

By Devina Joshi , afaqs!, Mumbai | In Advertising | August 10, 2009
The project involves WGC's gold promotion for the upcoming festive season. Ad spends for the same are pegged at Rs 6-7 crore

Mudra Communications has won the creative duties for the upcoming project for World Gold Council (WGC). This project is essentially a gold promotion during the upcoming festive season. Ad spends for the same are pegged at Rs 6-7 crore, according to informed sources. Lowe, Saatchi & Saatchi and JWT had also pitched for this project, apart from Mudra.

Presently, the creative duties for WGC are with Ogilvy India and BBH India, with the former handling a bulk of the business since a decade. Globally, BBH handles Gold Expressions - a WGC brand, while in India, BBH had recently undertaken a project for WGC for the limited gold jewellery edition of Collection G, called the Miss India Ensemble.

Confirming Mudra's appointment for the festive gold promotion project, Madhumita Dutta, head, marketing and development, WGC India, tells afaqs!, "We decided to go with Mudra based on its creative credentials. This is the main season for the jewellery industry, and we're hoping to incite as many purchases as possible."

The months of September and October bring with them a whole range of festivals starting from Navratri, to Durga Puja, Dussera, Diwali etc, and WGC hopes to make gold an even more popular, auspicious purchase during this peak season.

Says Arijit Ray, executive vice-president and head, Mudra Mumbai, "I believe it was our unconventional, off-the-beat approach towards the gold category as a whole that helped us clinch the project." Mudra could well be handling this festive gold promotion for the next few years as well, but that is a call that is yet to be taken, Dutta informs afaqs!.

The media mix will include TV, press, outdoor and radio while a fair amount of in-store promotions are also being leveraged. The media duties for WGC are with Starcom in India.

© 2009 afaqs!