DDB Mudra has been awarded the creative mandate for Arshiya International. The agency's Mumbai branch will be responsible for this account.
According to industry estimates, the advertising spends are pegged at Rs 10-15 crore.
The acquisition comes on the back of a multi-agency pitch that was held in Mumbai. It may be recalled that afaqs! had carried an exclusive report announcing this pitch earlier this year. The process saw the participation of several prominent creative agencies.
The winning agency's creative duties will be to help Arshiya International increase its brand awareness and work to build its brand identity. It is learnt that while the primary objective is to spread awareness about the brand, product-related advertising is a secondary goal. TV will form part of the media mix for the upcoming campaign.
The company now carries the catchphrase, 'There's a way'. Its symbol is an image of the sun which, according to the company, is an icon of power and enlightenment. It serves to position the brand as one that dispels darkness and throws light on the logistics landscape in India.
Headquartered in India, Arshiya International has multinational operations in the logistics and supply chain management space. The company comprises several strategically integrated logistics verticals, including free trade and warehousing zones (FTWZs), rail infrastructure, domestic distripark, logistics, supply chain management, transport and handling, and information technology.
It remains to be seen how DDB Mudra will position this brand in the near future.First Published : April 05, 2012