Ankit Ajmera

Mudra bags the creative duties for Director’s Special Black

The size of the business is estimated to be Rs 6-7 crore

Mudra has bagged the creative duties for Director’s Special Black (DSP Black). The business will handled out of Bangalore. Sources close to the development have confirmed it to agencyfaqs!

DSP Black is a liquor brand owned by Shaw Wallace, now part of the UB Group. The UB Group had acquired Shaw Wallace a year ago, and the brand has not been advertised since then. After the acquisition, the group has been aligning the Shaw Wallace brands with the agencies that are in the group’s roster.

This is how Mudra has bagged this business, as it also handles McDowell’s No. 1 Whiskey, a brand owned by the UB Group.

The size of the business is expected to be Rs 6-7 crore. DSP Black was under Lowe’s custody till a year back prior to the merger. The media duties are with MindShare.

It is also learnt that Director’s Special (DSP) might be aligned with Mudra, and that no final decision has been taken on this. Prior to the merger, DSP was being handled by McCann Erickson, Mumbai.

The media mix for the business would mainly consist of outdoor, print and radio advertising, along with other promotional activities.

© 2006 agencyfaqs!

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