Mudra Max bags media duties for Shakti Pumps

By afaqs! news bureau , afaqs!, New Delhi | In Media Planning & Buying | April 15, 2010
The account, which is pegged at Rs 10-12 crore, would be handled out of the agency's Mumbai office

Mudra Max has bagged the media mandate of Shakti Pumps. The account, which is pegged at Rs 10- 12 crore, will be handled out of the agency's Mumbai office.

On choosing Mudra Max as its agency, Ankit Patidar, deputy general manager - marketing, Shakti Pumps, says, "Considering our ambitious growth plans and vision to become the most valuable company amongst stainless steel submersible pump manufacturers, we felt the need to have a professional, informed approach towards media strategy and planning."

The campaign will mainly be targeted at male farmers and large landowners in the agriculture sector, who are above the age of 25 years. Seventy per cent of its target audience will come from tier 2 and 3 cities.

Commenting on the win, LS Krishnan, president Mudra Max media tells afaqs!, "Shakti Pumps is largely into the international market; and now, it is planning to come into the Indian market in a big way. Its revenue target is pretty ambitious. We intend to help build the brand on a much larger platform in the coming months."

The agency would break the multi-media campaign for the company around mid-May. As Krishnan says, "The company would channelise about 50 percent of its marketing spends towards creating on-ground activities; while the rest of the money would go towards creating awareness through mass media."

"Because we want to build the plan bottom up, we would be more focussed towards regional channels. For the kind of geographies our client is targeting, the regional satellite will have better penetration," Krishnan explains.

This year, the Madhya Pradesh-based company is targeting revenue of Rs 250 crore from the domestic market. Shakti Pumps has not supplied to India for past eight years; and recommenced its India operations in 2009.

"We stopped operations in India, because the production capacity was not at the level at that time. Now, we have expanded our production capacity and have re-launched our brand in the Indian market," says Patidar. The company acquired a state-of-the-art plant in Pithampur, Madhya Pradesh three years ago, which is the biggest plant in Asia for the industry. The company currently has 13 branches, and plans to open 16 more, which would also mark its entry into West Bengal.

Shakti Pumps is engaged in the manufacture of submersible pumps, energy saving submersible motors, SRN booster pumps, water pumps, motors and associated controls panels, under the brand name 'Shakti'. Shakti Pumps currently exports its products to over 60 countries, including Turkey, Spain, the USA, the Netherlands, Germany, France, Italy and Australia.

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