Starting with the Passat, Mudra will develop brand strategy and creative for Volkswagen. “VW will be a very challenging brand to work on,” said Mudra national CD Bobby Pawar. “Across the world, VW has been recognised for its path breaking campaigns; the task for us is to do the same in India.”
The appointment sees Volkswagen extend its relationship with DDB, which already handles the car’s global creative business. It comes after Mudra snared the mammoth US$25 million account for Reliance ADAG’s DTH business, following a pitch that also included Ogilvy & Mather and McCann Erickson.
In what is expected to be one of the country’s biggest brand launches, Reliance ADAG will be entering the highly competitive DTH category against established players such as Zee’s Dish TV and Tata Sky and soon-to-launch contenders like Bharti Group and Sun TV.
“The pitch was won primarily on the depth and quality of our thinking,” said Mudra MD and CEO Madhukar Kamath. “We won this because of sound strategy-based creative business solutions. Now the challenge is to make the brand a success in a very competitive category.”
