Campaign India Team
Sep 21, 2011

Rotomac appoints Ignite Mudra

Ignite Mudra will be its strategic partner to handle Rotomac's branding and creative duties

Rotomac appoints Ignite Mudra

Rotomac Pens has appointed Ignite Mudra as its strategic partner to handle its branding and creative duties. The agency will be handling Rotomac's for its corporate brand and for the writing instruments brands. 

Commenting on the development, Rahul Kothari, president, Rotomac said, “The last decade has been truly exciting with the entry of many players and competition heating up in a big way. The market itself is undergoing a tectonic shift with increasing literacy and evolving tastes of the Indian consumer. In this challenging scenario, we needed a strategic partner who truly understands the Indian consumer as well as the nuances of the writing instruments market. Our interactions with Ignite Mudra have cemented our belief that they are the ideal partner to drive exponential growth for brand Rotomac in the coming years. We’re looking forward to a long-term relationship with them.” 
 
Commenting on the account win, Sudarshan Banerjee, head, Ignite Mudra said, “Rotomac is a prestigious win for us. The brand is a leader in its business and has a strong residual image in the consumer’s mind. The challenge is exciting because we’re talking about a market where most of the purchases are ‘brand agnostic’ since the consumer doesn’t really pay too much attention to the brand of pen he/ she uses. Our approach on how we will get such a consumer to show discernment towards brands is what has won us the business. We’re sure that there’ll be some truly exciting work on Rotomac very soon.”  
 
Ravinder Siwach, executive creative director, Ignite Muda, added, “I think we were able to show them the true potential in 'likho India kee nayi pehchaan'. And in doing so, we were able to marry a brand conversation with a cultural/societal 'tension', which is always the hallmark of a great brand idea."
Source:
Campaign India

Related Articles

Just Published

39 minutes ago

Digitas promotes Adrian Farouk to Apac CEO

He will retain his leadership of Digitas and Epsilon ANZ

40 minutes ago

OMG names Bharat Khatri as regional digital chief

Khatri was previously country head for India with Xaxis

1 hour ago

Syed Amjad Ali joins Slow Content

The former president at Mullen Lintas Delhi joins the agency after an entrepreneurial stint

1 hour ago

Lomotif brings in Tarun Katial, Ken Cheung as ...

Katial, who recently founded Serendipity Media Technology, is the former CEO of Zee5 while Cheung was the former founding head of Asia Pacific for Facebook and Instagram Partnerships