Mudra Max has won the media mandate of World Gold Council, the market development organisation for the gold industry and the global voice of authority for gold. The incumbent agency to the account was Starcom Worldwide.
Commenting on Mudra Max winning the account, Prachi Tiwari, Director, Marketing, World Gold Council, said, “Given the special place that gold occupies within our tradition and lives, our focus at the World Gold Council is on making it go beyond its ritualistic consumption pattern, to become the high point in jewellery for women across different life stages. We were on the lookout for a media agency that could partner with us in driving relevance for gold in differentiated ways. Mudramax with its strategic understanding of the lifestyle category, their skill in going beyond the brief, and ability to translate consumer insights into unique media touchpoints, came across as an agency, with whom we could have an exciting brand journey with. We are glad to have them on board as our media agency for offline initiatives.”
On winning the account, Pratap Bose, CEO, Mudra Max, said, “Winning the WGC media business is testimony to the ideation and creative approach to media we as an agency have started to adopt, and I am sure that will be evident as we commence our engagement.”
Samir Khanna, Head, Mudra Max Media, West, added, “World Gold Council is a prestigious client for us. A brand which would requires a differentiated strategy that encompasses all the relevant audience. Given the width and scale that Mudra Max has across media touch points we will ensure that the brand gets the relevant connectors with the right audience.”
The varied activities of the investment team at World Gold Council cover fundamental and gold investment research, marketing gold as an asset class worldwide to investors and partnering with financial services institutions to develop new gold investment channels and launch gold investment products.