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."