Rediffusion Y&R wins Rasna account

Rediffusion – Y&R has won the creative mandate for the Rasna account.

The agency has been quiet on the account's win, which officially took place about nine months ago. "We decided that we'd want to announce it only after we developed a new campaign on the brand," said Nisha Singhania, executive vice president, Rediffusion Y&R, Mumbai.

Mudra has been handling the creative duties for the account in the past.

"A critical reason for us winning the account was our deep understanding of children and mothers in the Indian market. The Rediffusion – Y&R planning department has over the years studied the Indian kid and mother extensively and even published two books on their findings," Singhania said. "We shared our findings and all our knowledge work with them and they were keen to work with us," she said.

Watch this space for more details on Rasna's soon to be launched ad campaign.