afaqs!

Mudra Connext to handle media duties of Eastern Spices

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | October 08, 2010
While the brand is already strong in the South, now, with a national campaign, it will target markets in North and West India

Following a multi agency pitch called two months ago, Mudra Connext has been awarded the media mandate for Eastern Spices. The size of the business is estimated to be more than Rs 10 crore and will be handled out of the agency's Kochi office.

Besides Mudra Connext, the pitch saw participation from a few national agencies and one agency based in the South.

Confirming the development, Navas Meeran, vice-chairperson and chief executive officer, Eastern Condiments, says, "Eastern as a spices, seasoning and ready to cook brand has a unique distribution and a strong retail presence, with an equally strong equity amongst the customers. To enhance the brand equity, we have decided to partner with Mudra Max to provide brand Eastern the right mix of marketing communication and media vehicles."

Eastern Condiments originally started as a family managed business and has now transformed into a professionally run company, operating throughout the length and breadth of the country. Currently, it sells packaged spices (pure and mixed), seasoning products, dessert and snack mixes and ready to cook staple food.

The company commands a 12 per cent share of the organised spice market. Eastern has also made profit each year through the last decade and grown at the rate of 25 per cent in the past three years.

Manas Mishra, executive vice-president and country head, Mudra Connext, says, "The brand already has a strong foothold in the South and soon, with a national campaign, plans to build presence in northern and western markets in the country."

"Eastern has shown faith in what we bring to the table. We are confident this partnership will be mutually beneficial," he adds.

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