Mudra, Delhi, sweeps entire Yamaha portfolio

Yamaha Motor India (YMI) has shifted its Rs 25-crore advertising account to Mudra Communications, Delhi. Besides the YMI corporate account, this win includes the creative duties of YMI's four ‘active' brands - Crux, Crux R, Royal Star and YBX 125 - as well as the media planning function of all of these. The media buying function, however, will be handled by TBWA Anthem affiliate Optimal Media Network. The account moves from TBWA Anthem.

This decision comes close on the heels of the recent six-agency pitch wherein Mudra picked up the business for the soon-to-be launched YMI model Royal Star. As reported by agencyfaqs! (Mudra, Delhi, bags Yamaha's Royal Star account), YMI was looking then at relocating the AOR business too. Nalin Kapoor, chief manager, marketing, YMI, had told us that time, "We are yet to figure out how we wish to align the media part of the business. However, we are certain there will not be another round of presentation for the same. We will select the media agency from among those that have pitched already."

Sure enough there was no separate pitch for the media planning or buying business. Post realignment, YMI is expected to step up its advertising efforts. Kapoor, however, refused to say anything about the size of the business. Informal conversations we had with company sources indicate the ad spends this year would be to the tune of Rs 25 crore.

Mudra, on its part, is decidedly ecstatic. Talking exclusively to agencyfaqs!, Prabir Purkayastha, executive director, Mudra, said, "The decision to consolidate the entire advertising business with Mudra was taken because Mudra was able to clearly demonstrate capabilities, strategic understanding of the category, mapping of consumer insights and their implementation in relevant creative solutions. In addition, the commitment of the team and the top management, along with the national footprint of Mudra were key factors in this decision."

Talking about the advertising strategy, he said, "Mudra has a mandate to create winning synergistic strategies for individual brands, thus creating the desired umbrella positioning for Yamaha in India. In the process, the international values of the Yamaha brand would be integrated into the Indian operations of Yamaha." The company and its new agency are yet to thrash out details of the creative and media route the brands will take. © 2002 agencyfaqs!