afaqs!

Ignite Mudra expands national footprint, bags two new accounts in Delhi and Mumbai

By Biprorshee Das , afaqs!, Mumbai | In Advertising | June 17, 2011
The Ahmedabad-based agency is increasingly looking to move beyond local businesses, and its recent wins -- the creative and media mandate for the Delhi-based real-estate firm Sikka Group and the Mumbai-based internet service provider YOU Broadband & Cable -- reinforce the objective. The media spends on the two new businesses is around Rs 45 crore.

Steadily moving beyond local accounts, the Ahmedabad-based Ignite Mudra is looking to expand its national footprint through winning businesses across the country. The agency has bagged two new businesses, Mumbai-based internet service provider You Broadband & Cable and Sikka Group, a real-estate firm based in the Delhi-NCR region.

Both accounts were won following a multi-agency pitch called last month.

YOU Broadband & Cable is the second Mumbai account for Ignite Mudra, after having won the full service mandate for Govind Rubber Limited (GRL), a significant player in the bicycle tyres market.

"Every client and agency relationship begins with a lot of enthusiasm that sometimes tends to wither. In our case, wherever we have gone and spoken, we have been successful in building a strong foundation and have converted talks into business wins. We hope to continue with this trend ahead," Ravinder Siwach, group creative director, Ignite Mudra, tells afaqs!.

YOU Broadband & Cable has been quiet on the communication front in the last year-and-a-half, with much of its communication being tactical. With Ignite Mudra on board, the task ahead is to drive brand awareness and recall, with ATL and relevant activation.

The internet service provider company provides broadband connection, enterprise solutions, international calling and domain hosting services. YOU recently also launched free Wi-Fi services at the Chhatrapati Shivaji International Airport in Mumbai, and is also planning an IPO soon.

"YOU is a brand for the future. They are present in all segments of the ISP market. It is an exciting category to be in. And, it is heartening that the Ignite agenda has been set in motion and is being followed with the right amount of zeal," says Sudarshan Banerjee, head, Ignite Mudra.

The account size is estimated to be around Rs 25 crore.

On the Sikka Group win, Banerjee says, "Ignite's strategic and holistic approach to the brand task at hand made all the difference. It is a tough category, especially in this market with large players. We will try to get Sikka their rightful place under the strong Delhi sun."

The Sikka Group's communication in the past has largely been project-based, and the company is now looking at a more brand-centric communication. Delhi-based Graphic Ads is the incumbent agency on the business.

On the appointment of Ignite Mudra, Sanjeev Singh, head, marketing and corporate communications, Sikka Group says, "It is the quality creative product that Ignite brought to the table that helped us choose the agency. Ignite also showed a lot of value addition capability across media that was impressive."

Singh says that the campaign ahead will be of 360-degree nature, and the media mix is in the planning process.

Ignite Mudra will also be looking after the digital requirements of the Sikka Group. The account is estimated to be close to Rs 20 crore.

The agency has been on a new business winning spree after the senior management at Ignite Mudra witnessed a restructuring earlier this year.

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