Mudra bags duties for Mexus Education

Mudra West has bagged the creative duties for Mexus Education following a multi agency pitch. The agency will handle both creative as well as media accounts for the education innovations enterprise for a year. The pitch involved three agencies, including Mudra.

Mexus, which for the first time got on board an agency, plans media spends of Rs 6 crore for the coming year.

"Their team connected quite well with the entire concept of Mexus. Their understanding of our objectives clearly tilted the scales in their favour," says Saurabh Saxena, director, marketing, Mexus Education.

Part of the privately owned Bilakhia Holdings, Mexus Education provides innovative learning solutions and tools for teaching. The company promotes learning through technology based platforms such as multimedia DVDs, motion films and interactive online tools for the K-12 segment.

From next month onwards, the company plans to expand the reach of its flagship brand, Iken, that provides interactive and feedback based learning solutions. It connects learners and educators on a single platform, allowing continuous interaction and feedback. To promote Iken, Mexus has planned an array of below-the-line activities that will primarily involve engaging students in schools.

Soon, the company will roll out stores that will carry products and solutions under the Iken brand. The first store will be opened next month at Empress Mall in Vapi, Gujarat. Subsequently, the reach will be expanded to include Mumbai, New Delhi, Chennai and other big cities in the first phase and later, to other cities on a franchise based model.

Arijit Ray, executive vice-president and head, Mudra West, tells afaqs!, "It is the understanding of the business that helped us bag this account.

"Innovative and interactive learning techniques can really take the quality of education to the next level and we look forward to working closely with the brand team to create a communication plan that complements the initiative."

Early last month, Mudra West bagged the creative duty for guidebook publisher Lonely Planet. The Lonely Planet guidebooks sell more than six million copies a year. Key wins for the company in the recent past also include Inorbit Malls, World Gold Council, Femina and Filmfare.