Mudra bags Rs 13.5 crore Nomarks business

Mudra, Delhi has won the creative duties for Ozone Ayurvedics’ flagship brand Nomarks. The size of the business is estimated to be around Rs 13.5 crore.

According to senior executives at Ozone Ayurvedics, 90 per cent of the media budget will be spent on television, and the rest 10 per cent on print. The company will handle the media duties in-house. It claims to have a professional team in place, which can handle the media planning and buying.

For the last 18 months, the company has also been handling the creatives in-house.

PS Sandhu, CEO, Ozone Ayurvedics, clarifies that there wasn’t any formal pitch called for this business.

He says, “We were impressed by Mudra’s portfolio of work and the various brands it has built up over the years.”

Sanjay Sharma, branch head, Mudra Delhi, who declines to reveal the details on the communication strategy as it would be premature, says, “We will have to ensure that the mother brand is on a trajectory of growth.”

Sandhu of Ozone Ayurvedics added that the company was looking at taking the brand to newer heights and was into full aggression by inducting a top-of- the-line agency and thereby using best professionals talent.

Being leaders in the anti-marks category, the company is looking at increasing its share in the market and grow the brand further.

Sandhu further says, “We are looking at entering into health care segment this year and also consolidating our presence in the skin care arena.”

Nomarks was first brand to single-handedly create the Rs 102 crore category in the Indian skin-care market. With a herbal based formulation, it entered the market with the first mark removal cream, Nomarks Anti-marks cream. Today, Nomarks is the market leader in the mark diminishing and removal category in India, which also attracted established MNCs to offer similar products following the success of Nomarks anti-marks cream.

The anti-marks category has become the most aggressive category in the skin-care market, with a growth rate of 20 per cent even faster than then well-established fairness category. This impetus growth has attracted aggressive media spends by leading MNCs to tap this unexplored need which was identified by Nomarks.

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