Mudra Connext bags media duties for Gulf Oil

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | June 08, 2010
Earlier, Gulf Oil's creative agency Crayons was handling the brand's media duties as well

Mudra Connext has bagged the media duties for lubricant oil brand Gulf Oil. Earlier, the media duties for the brand were being handled by its creative agency, Crayons.

Gulf Oil is an offering from GOCL (Gulf Oil Corporation Limited), which is a part of the Hinduja Group of Companies.

It is learnt that Gulf Oil engaged its creative agency Crayons and the second agency, Mudra Connext, for the media pitch.

Talking to afaqs!, Alok Mahajan, general manager, marketing, lubricant division, Gulf Oil, says, "For the last few years, we have not been very active on the media front. Overall, the marketing budget as a percentage of total sales for the lubricant brand is not too big, standing at about 2-3 per cent. The idea now is to be more visible and therefore, the new media agency for the brand."

Without disclosing the account size, Mahajan shares that Mudra Connext was chosen because the agency promised expected deliverables in the limited budget that Gulf Oil has on offer.

Sharing the brand's focus areas in the near future, Mahajan adds, "We are increasingly looking at connecting with the youth. We will be more visible and plan to be more consistent on TV by making our presence felt on-air quarterly. We look forward to breaking a fresh campaign in September this year."

For Mudra Connext, it's a second big win this month; it also added the media duties for
hotel and resort booking portal, Travelguru, to its kitty earlier in the month.

Commenting on the win, Manas Mishra, executive vice-president and country head, Mudra Connext, says, "Gulf Oil has aggressive growth plans for 2010 and we will focus on both traditional and non-traditional media. The brand stands to benefit since we offer various services under one roof in comparison to, say, the brand appointing an event agency to handle one aspect of the brand."

Misra adds that the agency faces a challenge as lubricant oil is a low involvement category. The two fold task will involve making people aware of the brand and increasing preference for Gulf Oil.

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