Mudra Connext wins She Comfort, V-Guard

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | November 04, 2009
V-Guard's ad spends are pegged at Rs 25-30 crore, while the corresponding figure for She Comfort is about Rs 20 crore

Mudra Connext, Mudra Max's media agency, has bagged the media duties for female care brand She Comfort and electrical appliances brand V-Guard. While the former will be handled out of the Mumbai office of the agency, the latter will be taken care of by the Kochi and Bengaluru offices.

Pratap Bose, chief executive officer, Mudra Max, remarks, "These are important wins for Connext and Mudra Max. Our integrated communication capabilities are helping build brands on a larger platform and this is our biggest differentiator in the market place."

The creative agency for V-Guard is TBWA, while its media duties were being handled in-house. Ad spends for V-Guard are pegged at Rs 25-30 crore as the brand seeks to strengthen its national campaign, after having been a South-centric brand for several years.

She Comfort, on the other hand, didn't have a media agency prior to this development as it had an association with the Times Group across various Times properties. Ad spends for She Comfort are estimated to touch Rs 20 crore.

Mithun Chittilappilly, executive director, V-Guard, remarks in an official communiqué, "We wanted a strong agency which could understand our business and provide the best media solutions for our brands. I am confident Connext will be able to provide us with the right resources and also bring value to our brand with passion and commitment."

As is known, V-Guard has a range of products such as voltage stabilisers, cables, pumps, electric water heaters, solar water heaters and ceiling fans.

She Comfort is brand of sanitary napkins from the house of Royal Hygiene Care. Commenting on the partnership, Rakesh Kaul, director, Royal Hygiene Care, says, "Given our aggressive expansion and growth plans, we felt the need to partner with an agency which shared our passion and vision. We look forward to Mudra Connext bringing a strategic direction to the brand."

Speaking about the two wins, Manas Mishra, executive vice-president, Mudra Connext, says, "She Comfort is at an exciting stage of its life cycle and V-Guard is also exploring new horizons. Our clients' aggressive expansion plans complement ours."

© 2009 afaqs!