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Terra bags Glucon-D account

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | May 04, 2010
The rural activation arm of Mudra Max, Terra has bagged the media (rural activation) mandate for Heinz's Glucon-D

Mudra Max's rural activation agency, Terra, has bagged the account for Heinz India's glucose drink, Glucon-D. It will take care of the media (rural activation) mandate for the brand. The agency bagged the account in a multi agency pitch which involved three agencies. Terra's planning, creative and the execution capability helped it to bag the account.

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"With this association, we hope to build a personal connect with our consumers who make Glucon-D a part of their everyday lives. We are excited and are looking forward to our association with Terra," says Sundip Shah, vice-president, marketing, Heinz India.

Commenting on the win, Ajay Sundaram, senior vice-president, Terra, says, "With this partnership, we hope to bring value to the table, which we are sure will be appreciated by the client." The agency plans to begin working in the eastern market for the brand.

Introduced in 1994, consumption of Glucon-D cuts across socio-economic classes, age groups and geographies and reaches out to more than 4 crore households in India.

In the past, Terra has created rural marketing campaigns for Hindustan Unilever, Castrol, Vodafone, UNICEF and the Madhya Pradesh Government. The campaigns have helped these clients make inroads into the rural market and have also won accolades at the leading events such as Asian Brand Marketing Effectiveness Awards, PMAA and Emvies.