afaqs! news bureau

Ignite Mudra wins full service mandate for Govind Rubber Limited

GRL, a significant player in the bicycle tyres segment has signed Ignite Mudra for a period of three years.

Ignite Mudra has bagged the media and creative mandate for Govind Rubber Limited (GRL), a significant player in the bicycle tyres market. The agency has been signed for a period of three years by GRL.

Ignite Mudra wins full service mandate for Govind Rubber Limited
There was no pitch process involved before Ignite Mudra was appointed as the company's strategic branding partner for its bicycles tyres and allied businesses. Having been low-key on the communication front, GRL is in the process of working out its ad spends, it is learnt.

GRL is a part of the SiyaramPoddar conglomerate that has interests in tyres, textiles, garments and furnishings.

Ignite Mudra wins full service mandate for Govind Rubber Limited
Talking to afaqs!, Sudarshan Banerjee head, Ignite Mudra says, "We are a specialist agency creating brands giving them the competitive edge and relevance in the market place. GRL is a prestigious win for us. The brand has huge potential for growth. The challenges presented by the category are right up the Ignite Mudra alley. We believe that some truly exciting work can be done and look forward to the journey ahead."

Ignite Mudra will offer a strategic direction to the brand to begin with and depending on what strategy GRL chooses, the media mix will be decided upon.

Commenting on the development, Rahul Poddar, director, GRL says, "The last decade has seen some exciting changes in the bicycle market and the scenario today is very challenging. We believe that with Ignite Mudra, we can grow the business and create a powerful brand name for ourselves."

The agency will also assist GRL in its ventures into other related businesses.

A specialist in brand building, Ignite Mudra caters to the brand building needs of growing companies. The agency provides businesses and corporate with a consortium of experts in areas such as project management, finance, human resources, corporate governance, law, taxation and information technology among others to help build enduring brands.

In the past, the agency has been responsible building brands for several entrepreneurial ventures such as Reliance (Vimal), Rasna, Dhara, Paras Pharmaceuticals (Itchguard, Dermicool, Moov, Krack, Recova, Livon), Zydus Cadila (Nutralite, Sugar Free, Everyuth) among others.