Mudra Mumbai wins creative mandate for Inorbit malls

Mudra Mumbai has won the creative duties for Inorbit malls in a multi agency pitch. Genesis Advertising is the incumbent agency.

Nishank Joshi, assistant general manager, Inorbit Malls (India), tells afaqs!, "There were two agencies involved in the pitch. We chose Mudra Mumbai primarily because of its extensive retail agencies and that it is one of the better agencies."

Mudra Mumbai will work across all Inorbit malls across the country.

Inorbit, which has two malls in Mumbai – Malad and Vashi – will open its first mall in Hyderabad next month. By October 2010, Inorbit plans to open a mall each in Pune and Bengaluru.

Arijit Ray, executive vice—president and head, Mudra Mumbai, says, "Our retail credentials and experience helped us clinch the account. We look forward to working very closely with the Inorbit team to create a meaningful communication charter for the brand."

Both Joshi and Ray did not comment on Inorbit's ad spends.

On the media mix, Joshi says, "We are catchment—based. The media mix will be holistic and fairly comprehensive. There will be a reasonable amount of print, outdoor and digital promotion. There will also be some below—the—line activities."

In a press statement, Kishore Bhatija, chief executive officer, Inorbit, says, "Inorbit has always been at the fore to proactively involve our customers through thoughtful and innovative communication and Mudra will help to contribute in it. With this association, we hope to build a better personal connect with our patrons."