Mudra West wins BBC TopGear business

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | May 10, 2011
As creative partner, the agency will now work to create a distinctive imagery for the magazine amongst car lovers and auto enthusiasts.

BBC TopGear has appointed Mudra West as its agency of record for its automotive magazine in India. This is the agency's fourth brand belonging to the Worldwide Media Group.

Mudra West already handles three brands under the Worldwide Media umbrella. The agency has been working on the creative duties for Lonely Planet Magazine in India for more than a year now. Prior to winning Lonely Planet, Mudra West had won the creative mandate for the brands Filmfare and Femina.

Owned by BBC Worldwide, TopGear is a motoring media brand that delivers encouraging editorial content in an inventive manner. BBC TopGear started as a television show in the UK in 1977. Today, the show is watched by 350 million people around the world. It is also the most illegally downloaded show in the United States.

In editorial form, BBC TopGear was launched in the UK in 1993. This was when the unique brand of journalism, which TV viewers globally had been exposed to until then, was extended to the print medium in the form of a magazine.

Arijit Ray, president, Mudra West, says, "We are working closely with the brand team to create a distinctive imagery for the magazine amongst car lovers and auto enthusiasts."

Currently, TopGear is a successful and collaborative international business with 28 editions. The magazine sells more than one million copies globally, and has been UK's best-selling automotive magazine for the last 18 years. The brand's website,, boasts more than a million unique visits per month.

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