Mudra gets toehold in Videocon; wins Internet TV account

Mudra Communications has won the Internet TV account of consumer durables major Videocon International. The gain is significant as it marks Mudra’s point-of-entry into Videocon

agencyfaqs! News Bureau

MUMBAI, November 3

Mudra Communications, Mumbai, has bagged the Internet TV account of consumer durables major Videocon International Ltd (VIL). The agency was awarded the account last month, following a pitch in September 2000. While VIL has entrusted this particular account to an agency for the first time, the identities of the other agencies that pitched for it are a matter of conjecture.

The spokesperson at Mudra indicated that during the pitch, the agency had looked at all aspects of the marketing communication mix - that is, strategy, creative and media - before coming up with an advertising strategy suggestion. In fact, he attributes the win to this very fact. "We did not stop at providing just creative solutions, but approached the pitch with a comprehensive marketing strategy and communications mix plan," he said.

When asked about the primary challenge that Mudra faces vis-à-vis the account, the spokesperson replied, "The challenge for Mudra lies in positioning Videocon Internet TV as a completely new product concept distinct from other televisions."

Mudra is also looking to build in a long-term strategy for Videocon through its communication. "With the Internet TV, being the first such idea of its kind coming from the Videocon stable, Mudra now intends to position Videocon as a leader in the consumer durable industry in terms of technological innovations," revealed the spokesperson.

And there is long-term strategy in this for Mudra too, points out an industry observer. Mudra has, over a period of time, displayed a predilection for the accounts of strong Indian brands and companies. "The reason for this is pretty simple," she explains. "Too much dependence on MNC accounts is a bit like putting all your eggs in one basket - global realignments can leave you in the wilderness. And Mudra has been singed once too often."

Recently, Korean durables giant Samsung's decision to reallocate a portion of its business to Triton rocked Mudra's boat. "By winning the Videocon account, Mudra is sending two messages," she says. "One, that it is, hereafter, not totally dependent on Samsung. The second is that it would be available, should Videocon ever need the services of a big agency." A foot in the door in one of India's biggest marketing spenders.

Folks at Mudra are, of course, grinning. "It always feels great to win accounts. With this pitch, it's more of a challenge for us to establish a new brand in a market which is the cynosure of all eyes," says the spokesperson.

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