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

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Kwality Walls ad comes under fire for typecasting girl
Premium
1 day ago

Kwality Walls ad comes under fire for typecasting girl

The ad by consumer goods giant Hindustan Unilever is criticised on social media for typecasting a girl who successfully made her first round roti

Premium
R.I.P. Sanjit Shastri
Premium
1 day ago

R.I.P. Sanjit Shastri

The founder of Beehive Communications passed away on 21 September

Premium
Famous Innovations bags Doms' creative mandate
Premium
1 day ago

Famous Innovations bags Doms' creative mandate

Account won post a multi-agency pitch

Premium
Weekend Wrap: 22 September
Premium
1 day ago

Weekend Wrap: 22 September

In the news: Apollo Tyres, CP Plus, iCubesWire, ITW Blitz, Manforce Condoms, PG Communication