Following a multi-agency pitch, Mudra Connext, a unit of Mudra MAX (Integrated Communications Planning & Implementation), has bagged the media mandate of Gulf Oil. The incumbent agency on the business was Crayons. The business will be handled out of Mumbai.
No official confirmation was available on the media spends, however, industry sources have pegged the media spends at upwards of Rs 20-22 crore.
On awarding the business to Mudra Connext, Alok Mahajan, General Manager, Marketing (Lubricant division), Gulf Oil, said, “We are impressed with the capabilities shown by Connext and are sure we have the right partners in them as we begin the new year.”
Elated with the win, Manas Mishra, EVP & Country Head, Mudra Connext, said, “The company has aggressive growth plans for 2010 and we look forward to adding greater value in both the traditional and non-traditional media space. The challenges in the cluttered lubricant category will need us to think out of the box.”
Part of the Hinduja Group of companies, Gulf Oil Corporation Ltd (GOCL) is an established company in the lubricants market in India and markets a wide range of products/ services for the automotive business, including lubricants, car care, filters, etc. In more than 80 countries across the world, the Gulf brand is one of the most instantly recognisable and powerful brands. The company’s mission is to provide its customers with technologically-advanced lubricants at a competitive price, backed by efficient service.