Rotomac Pens, a leader in the writing instruments market in India, has appointed Ignite Mudra as its strategic partner to handle branding and creative duties for its corporate brand and for the writing instruments brands. The account has moved to Ignite Mudra from Triton Communications. Ignite Mudra and Ogilvy were the only two agencies called to make a presentation. For the record, Mudra has handled Rotomac account in the past. The entire portfolio would now be handled by Ignite Mudra’s Ahmedabad and Delhi offices.
Commenting on the development, in a prepared statement, 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 winning the account, 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.”
Rotomac had recently released their communication with Salman Khan as the ambassador with tagline 'likho India kee nayi pehchaan'. Mudra plans to take the positioning forward making it more relevant, interesting and one that creates conversations. Commenting on the creative aspects, Ravinder Siwach, ECD, Ignite Mudra said “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.”
Ignite Mudra has been on a winning spree this year bagging accounts like Arvind Brands, Elitecore, Trichup Hair care, Sainik Plywood and a host of others.
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