BBC TopGear, the motoring media brand owned by BBC Worldwide, has appointed Mudra West to handle its creative duties. No pitch process was involved and Mudra bagged the business on the basis of its credentials.
There was no incumbent agency prior to Mudra, and there is also no media agency for the business.
Confirming the development, Debolin Sen, Publisher, Lonely Planet Magazine & BBC TopGear, said, “We are pleased to have Mudra West on board as our creative partner. They are a young, bright, dynamic and a committed team. We’ve worked with them for a year now on Lonely Planet magazine and are confident of awarding them the responsibilities of BBC TopGear magazine too. I look forward to their continuous contribution to the brand in 2011, in what will be the year of BBC Top Gear in India.”
On winning the account, Arijit Ray, President, Mudra West, said, “We work very closely with the Worldwide Media team on Lonely Planet, Filmfare and Femina. It is our pleasure to have got the opportunity to contribute towards charting the journey of an iconic motoring media brand like BBC TopGear in India. We look forward to working closely with the brand team to create a distinctive imagery for the magazine, amongst car lovers and auto enthusiasts.”
The BBC TopGear magazine was launched in the UK in 1993. Currently, the magazine in the collaborative international business is present with 28 editions. It sells over one million copies. The Indian edition of BBC TopGear is published by Worldwide Media Pvt Ltd (WWM), a joint venture between The Times of India Group and BBC Magazines UK.
BBC TopGear is an automotive magazine with a lifestyle flavour. Apart from road tests, its USP are its surreal features, which normally test the cars and bikes in various environment and talks a lot about driver interactions with the car and not just the technical specifications. The magazine has created a niche for itself with its take on automotive journalism.