afaqs!

Mudra West wins creative duties for Filmfare

By Biprorshee Das , afaqs!, Mumbai | In Advertising | November 19, 2009
The Filmfare account is Mudra's second win from the Worldwide Media Group, after Femina earlier this year

After bagging the creative mandate for Femina, Mudra West has won the duties for entertainment magazine, Filmfare, a publication from the Worldwide Media Group -- which is a joint venture between BBC Worldwide and Bennett, Coleman and Company Limited (BCCL).

Mudra West also handles the creative duties of BCCL's financial daily, The Economic Times, an account the agency won in January 2008.

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Commenting on the win, Arijit Ray, executive vice-president and head, Mudra West tells afaqs!, "It was our understanding of the iconic brand that Filmfare is and the recommendations we made on the basis of our understanding for the brand communication that won us the account."

Filmfare is one of the most popular English film and entertainment magazines and one of the leading players in the English magazine space in India. The magazine's annual Filmfare Awards is also one of the more popular awards in the Indian cinema industry.

In a press statement, Anupama Bhalla, chief publisher, Filmfare says, "Keeping in mind the newly launched website and the revamped magazine, we specially liked Mudra's understanding of the brand and the communication approach they recommended for Filmfare."

Bhalla tells afaqs! that there were two other agencies "for sure" that had pitched for the account. The incumbent agency is Lowe.

The magazine has undergone a change both editorially and visually in the recent past. A new website -- www.filmfare.com -- has been launched. Earlier, Filmfare's online content was handled through Indiatimes.com.

"This is a big year for Filmfare. The new campaign will see a mix of television, print and outdoor promotions. The web campaign is likely to begin in December and the brand campaign should begin towards the end of next month," says Bhalla.