Mudra wins Nestlé's 100-year celebration campaign

Mudra Communications will now handle the 100-year anniversary celebration campaign for Nestlé India. The mandate has been awarded to the agency on a project basis. In 2012, the Swiss company will complete a century in India.

Industry sources claim that ad spends for this campaign are in the region of Rs 40 crore; however, this figure could not be confirmed.

Initiated around a month-and-a-half ago, the pitch process was driven out of Delhi and saw the participation of three-four leading creative agencies with a strong presence in the region.

In the recent past, Nestlé has been visibly aggressive on the advertising circuit. Towards the end of last year, after a lull of six years, the company re-launched its chocolate brand Bar One, in a completely revamped form. In a bid to extend its brand philosophy of taking a break from routine life, chocolate brand Kit Kat wowed loyalists with a television commercial that used animated characters for the very first time in India. Amongst other Nestlé brands that have created a buzz in recent times are coffee brand Nescafé and Maggi instant noodles.

Currently, some of the creative agencies on Nestlé's roster include Scarecrow Communications, Publicis Capital, McCann Erickson and JWT.

Some of the key Nestle brands in India are Nescafé, Maggi, Milkybar, Milo, Kit Kat, Bar One, Milkmaid, and Nestea. In recent years, the company has also introduced products of daily consumption including Nestle Milk, Nestle Slim Milk, Nestle Fresh 'n' Natural Dahi and Nestle Jeera Raita.