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.”