The Lalwani Group has handed over the creative remit of its brand, Vimal Pan Masala, to Mudra Delhi. The agency bagged the Rs 15-crore account following a multi-agency pitch involving Leo Burnett, Rediffusion Y&R and Mudra.
O&M is the incumbent agency.
“The brief given to us is to create strong brand equity in the pan-masala category,” said Sanjay Sharma, president, North & East, Mudra. “All advertising done so far in this space is very mediocre and extremely pompous. There is very little brand engagement and, therefore, traditional market leaders continue to rule.”
According to Sharma, the category faces the “non acknowledgement” challenge. “While consumers will smoke, say, a Marlboro with pride and show it off, chewing pan-masala is not ‘cool’ and is thus, usually a hidden habit. The challenge is to get the brand in the limelight by engaging with the consumers emotionally and insightfully.”
Mudra bags Vimal Pan Masala’s account
The Lalwani Group has handed over the creative remit of its brand, Vimal Pan Masala, to Mudra Delhi. The agency bagged the Rs 15-crore account following a multi-agency pitch involving Leo Burnett, Rediffusion Y&R and Mudra.O&M is the incumbent agency.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Just Published
Unraveling brand boycotts: What are the top ...
Shunning companies whose products pose health risks, such as containing toxic or cancer-causing substances, stands out as the primary motivation for consumers worldwide to cancel brands.
WPP chief exec Mark Read targeted by deepfake scammers
Fraudsters used AI in Microsoft Teams meeting with the 'agency leader'.
Picks of the week: Mother's Day campaigns 2024
From McDonald's to Mother Dairy, these are our top picks for the most heart-heartwarming and tear-jerking campaigns for mums in 2024.
Why data is leading disruption in the communications...
Roshan Mohan of Pepper Communications asserts that the days of PR professionals adopting a one-size-fits-all approach in hopes of resonating with the masses are over. Today, survival in the industry hinges on leveraging data.