Campaign India Team
Jun 04, 2009

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.

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.

“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.”

 
 

Source:
Campaign India

Related Articles

Just Published

Premium
Nishi Kant joins Dentsu Webchutney as EVP and branch head - Mumbai
Premium
1 day ago

Nishi Kant joins Dentsu Webchutney as EVP and ...

Rejoins the agency he left in 2014

Premium
Syska says, trim away your limitations
Premium
1 day ago

Syska says, trim away your limitations

The campaign has been created by IBD India

Premium
Pick of the Week: Maruti WagonR
Premium
2 days ago

Pick of the Week: Maruti WagonR

The film stands out for the element of surprise

Premium
Bharti Airtel to acquire Telenor
Premium
2 days ago

Bharti Airtel to acquire Telenor

Acquisition is subject to regulatory approvals