Mudra bags Nutrine’s creative duties

The size of the business, as per industry sources, is estimated to be Rs 6-7 crore. Mudra has bagged all the Nutrine brands, including Nutrine Maha Lacto and Nutrine Eclairs

Following a multi-agency pitch, Mudra has bagged the creative duties for the Nutrine brands, which are a part of Godrej Beverages and Foods Ltd (GBFL). The Nutrine account brings with it all its brands, including Nutrine Eclairs, Nutrine Superstar and Nutrine Maha Lacto.

The size of the business could not be ascertained from either the Nutrine officials or the Mudra officials, but industry sources estimate the account to be worth Rs 6-7 crore.

It is learnt that Rediffusion DY&R was handling the business before this. It could not be ascertained which other agencies had participated in the pitch, but a source revealed that Rediffusion DY&R had pitched to retain the business.

Zozden Lobo, executive vice-president, marketing and finance, GBFL, says, “Mudra’s understanding of the category and its strategic inputs impressed us, which is why we decided to give it the business.”

Mudra handles the creative duties for the Godrej Group, including Godrej Consumer Products and Godrej Agrovet.

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