Mudra West has won the creative duties for Jyothi Laboratories' (JLL) insecticide brand Maxo. The account was won following a multi-agency pitch. Till now, Mudra was only handling the media planning duties for JLL.
Confirming the news, Arijit Ray, president, Mudra West, said, "We are very keen to partner Maxo and hope to scale data to new heights. The work towards creating a new creative approach to brand Maxo is already being worked out now.” He also said that the pitch for this was made in August and Mudra steered ahead of several leading agencies to bag the account.
Commenting on the development, Raghavendra K, general manager, marketing, Jyothy Labs, said, “We are happy to work with the Mudra Team to take the brand to greater heights."
Since 2008, Maxo’s creative duty had been under the stable of Rediffusion DYR’s Bengaluru wing.