Sujata Dogra

Mudra bags two new businesses – Henkel’s Magikleen Oxy Powder and Orissa Tourism

While the size of the Magikleen business is said to be substantial, the OTDC business is estimated to be around Rs 2 crore

Mudra South has won the creative business for Henkel’s Magikleen Oxy Powder. Although the exact size of the business couldn’t be ascertained, it is expected to be substantial.

As S Radhakrishnan, executive vice-president, Mudra South, says, “The product is being launched first in Delhi. But in the next two or three months, it will be launched in other territories as well, which will increase the spends. And anyway, a category such as washing powder always spends substantially.”

Mudra also handles other Henkel brands such as ‘Henko’ and ‘Fa’. Group M’s Mediaedge:cia handles the media duties for Henkel India.

Meanwhile, following a multi-agency pitch, Orissa Tourism Development Corporation (OTDC) has decided to award its full agency business to Mudra. The size of the account is estimated to be around Rs 2 crore, as confirmed by official sources.

Around nine agencies were in the fray for the OTDC business, including Lintas, Rediffusion DY&R, Pressman, Leo Burnett, Span, Opal, Sobhagya and Surya. Incidentally, this was the first time that OTDC has called for an agency pitch. The decision was taken on the basis of a presentation, which the agencies were invited to make.

© 2005 agencyfaqs!

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