Mudra West has won the Lonely Planet guides [and digital media account] after a multi-agency pitch. According to the agency, there is no incumbent agency as Lonely Planet recently established operations in India to develop its first locally produced guides for Indian travellers.
Lonely Planet’s Indian publishing team will drive the development of the new local products from offices in Gurgaon, Delhi. Lonely Planet India will initially launch both international and domestic guides for Indian travellers and will expand its local content offering across a range of platforms, including the internet.
On choosing Mudra West, Sesh Seshadri, general manager, Lonely Planet - India, said, “We are very excited about working with Mudra and the progress of our new guides – the first ever created in India by our talented new Indian team. Mudra inspired us with their marketing ideas and vision for how to launch and develop Lonely Planet’s brand in India.”
Commenting on the new win, Arijit Ray, president, Mudra West, said, “Lonely Planet is an iconic brand in the travel space. For us it has been a privileged association. We had a great time launching the magazine in the country. And now look forward to working closely with the Lonely Planet team to orchestrate the launch and positioning of the Lonely Planet guides, in India. Our biggest strength is a talented team that understands the sensibilities of the brand.”