DDB Mudra wins Royal Challenge account

DDB Mudra has bagged the creative mandate for Royal Challenge, the liquor brand from United Spirits, a part of the Bengaluru-based UB (United Breweries) Group.

The agency's Bengaluru branch will handle the business. As per market estimates, the media spends are in the region of Rs 15-20 crore.

The development is the result of a multi-agency pitch process that was concluded around a week ago.

Royal Challenge is a whisky brand that is commonly referred to as 'RC'. It became a part of United Spirits when the UB Group acquired Shaw Wallace & Company (SWC) in 2005.

Other whisky brands from the United Spirits stable include Bagpiper, Signature and McDowell's No.1, among others. Besides whisky, the parent company also offers spirits such as scotch, wine, brandy, rum, vodka and gin.

Like most other liquor brands, Royal Challenge has, owing to industry regulations, resorted to surrogate advertising (or proxy advertising) in the recent past. It remains to be seen how the newly appointed agency will position the brand in the days ahead.