Ankit Ajmera

Mudra bags the creative duties for McDowell's Signature Whisky

The size of the business is expected to be around Rs 5-6 crore

Following a multi-agency pitch, Mudra, Bangalore, has won the creative duties for McDowell’s Signature Whisky. The business has moved from Rediffusion DY&R, Bangalore, which decided to part ways with the client mutually. It is learnt that there were quiet a few agencies in the race for this business, but the names of these agencies could not be ascertained.

The size of the business is estimated to be Rs 5-6 crore. The media duties for this account are with MindShare.

Commenting on the win, S Radhakrishnan, executive vice-president, Mudra South, says, “We provided an entirely fresh perspective on the brand. It was much like an expression of the brand strategy fused with the creative ideas. Our mandate for McDowell’s Signature Whisky would be to concentrate on the expansion and growth of the brand and rise above its current position in the market.”

McDowell’s Signature Whisky is a liquor brand owned by McDowell & Company, which is part of the UB Group Spirits Division. Mudra, Bangalore, is already handling the creatives for two other brands owned by the UB Group Spirits Division such as McDowell’s No. 1 Whiskey and Director’s Special Black (DSP Black).

McDowell’s Signature Whisky will be positioned as a brand for the elite class and the media mix will comprise of print, outdoor and other promotion activities such as kiosks, but will exclude event promotions and below-the-line activities.

For record, the UB Group Spirits Division is the second largest distilled spirits company in the world, with sales exceeding 60 million cases annually. It comprises of companies such as McDowell, Herbertsons, Triumph Distillers & Vintners and Shaw Wallace, with a total of 140 brands.

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