Mudra wins creative duties for Philips-Electrolux

By Priyanka Banerjee , afaqs!, New Delhi | In Advertising | June 30, 2010
The win follows a multi-agency pitch. Yearly ad spends are estimated to be above Rs 50 crore

Philips-Electrolux, which has recently been clubbed together as a business unit, has appointed Mudra West for its creative duties. Mudra will work on Philips colour televisions (CTVs) and consumer durable giant, Electrolux. The account has been assigned after a multi-agency pitch which, according to industry sources, included McCann Erickson, Grey Worldwide, Saatchi & Saatchi and Law & Kenneth.

Mudra will be responsible for all forms of communication across print, electronic, radio and digital media. The account will be handled out of Mumbai. The ad spends for this fiscal year on the brands is estimated to be over Rs 50 crore.

Speaking on the account win, Arijit Ray, president, Mudra West, says, "Both Philips and Electrolux have a strong brand philosophy, as both have the consumer at the heart of all their initiatives. We look forward to strengthening and consolidating the imagery of the brands and giving them an enduring meaning in the Indian context."

Both brands have been quiet on the advertising front for a while now. Incidentally, this is not Mudra's first brush with Philips; a few years ago, the agency had helped launched a global campaign for Philips ('Sense and Simplicity') in India.

Explaining why Mudra West was selected, Neeraj Sethi, COO, Philips, says, "Mudra Group has been a custodian of Brand Philips in India, and we liked their understanding of the brand. We look forward to working closely with the Mudra team to orchestrate a distinctive positioning for the brand, on the back of many innovative television models that we are working on."

Sajeev R, COO, Electrolux adds that Mudra West will play a significant role in building a distinctive communication roadmap for Electrolux.

For the record, Electrolux sells more than 40 million products every year and is present in 150 countries. It is a competitive player in home appliances and appliances for professional use. Recently, Electrolux and Philips were clubbed together as a business unit; as, according to company executives, these premium brands complement, rather than compete with each other, given their product mix.

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