Sumita Vaid

Mudra South bags Rs 10-crore creative business for Nutrine; AOR goes to OMS

Mudra South, which is currently a Rs 100-crore branch in billing terms, hopes to grow by another 20 per cent in this calendar year

The news of Mudra South winning three Finalist nominations at the NY Fest has barely sunk in, and the office has another exciting news to share. In a multi-agency pitch, the office has bagged the brand communication duties of confectionery brands Nutrine and Eclairs' entire range.

The agency had made a creative-cum-strategic presentation. "The strategy and the creative work were very refreshing and on-target; it meshed very well with our product strategy," says K Siva Mohan Reddy, executive director, Nutrine Confectionery Company. It was Mudra South's understanding of the business and the category that finally swung the decision in its favour.

Before the decision to consolidate the entire Nutrine portfolio with Mudra was made, the agency was handling two Nutrine accounts - Nutrine Naturo and Nutrine Maha Lacto. And prior to the consolidation, the various Nutrine brands were shared among a handful of regional agencies and Fountainhead, informs S Radhakrishnan, executive vice-president, Mudra South. The total size of the creative business is pegged at Rs 10 crore.

As far as Nutrine's media business is concerned, OMS has been appointed as the media agency. However, details on that development are not available.

Radhakrishnan, who is quite pleased with the Nutrine consolidation, says, "The business was assigned to us on the basis of a powerful strategic platform developed for their brand offerings. The key direction clearly was intended to make the brand very desirable and give it an edge in terms of communication. Mudra South has a privileged association with Nutrine, and the effort was yielding results."

Spelling out the communication task at hand for the agency, Reddy says, "Nutrine is a large player in the confectionery business and is investing a huge amount of resources in a major marketing effort. We are looking at a strategic shift in our marketing approach. Nutrine has by far the most diversified product range, with a range of innovative products in its portfolio. We expect the work to hit soon."

Prior to the Nutrine wins, RmKV Silks, a large retail business at Chennai, Coffee Day Perfect Filter Coffee, KG Denim and LMW had aligned their businesses with Mudra South. In addition to these accounts, Mudra South handles brands such as TTK Prestige, Peter England, Epson, McDowell's, Paragon, Henko, Fa, Hercules, Federal Bank, Monsterindia, Deccan Herald, Cycle Agarbathis, Duroflex and Satyam.

Mudra South, which is currently a Rs 100-crore branch in billing terms, hopes to grow by another 20 per cent in this calendar year. © 2004 agencyfaqs!

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