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MWG TAG bags JPSI’s F1 racing arena biz; ac size Rs 25-30 cr

04-May-2011
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MWG TAG bags JPSI’s F1 racing arena biz; ac size Rs 25-30 cr

MWG TAG Ideation, the full-service creative agency from McCann Worldgroup India, has bagged the F1 racing arena brand business of JPSI, a Jaypee Group sports infrastructure company. The agency is tasked with developing branding solution for the arena.

Though officials refused to comment on the account size, highly placed sources estimate the business to be in the region of Rs 25-30 crore.

The group had formally announced the launch of its F1 racing arena brand in Buddh International Circuit at Noida, Delhi NCR.

Commenting on the development, Manoj Gaur, Chairman, JPSI, said, “This is a unique and prestigious product, which strengthens India’s ever growing global stature. And hence, we were very clear that we needed a partner who will not just bring world-class branding solution to the table, but also build brand India with it. As soon as we saw the branding solution developed by our agency MWG TAG, we knew that we had the perfect answer.”

Confirming the news, Prasoon Joshi, Chairman, McCann Worldgroup, said, “It is a moment of great pride and honour for McCann Worldgroup in India because this work will be presented across the world. When I met Mr Gaur and the Jaypee team, it was great to sense that they are passionate about maintaining the great tradition of reinforcing brand India through all their initiatives. The group has yet again reaffirmed its commitment to India. I am very happy that our group agency, MWG TAG, is part of this moment in Indian history.”

Himanshu Saxena, VP & General Manager, MWG TAG, added here, “Racing is about passion, speed and excitement. At the same time, the branding solution had to respect local sensibilities and project a strong sense of Indian identity. The tri-coloured heart shaped mnemonic not only captures the inherent codes of racing, but also vividly amplifies the ‘B’, which not just stands for the name of the circuit, but also ‘Bharat’. For the agency team, it means much more than just another branding solution. It is about India and its pride.”

It may be recalled that McCann Erickson had recently also bagged the creative business of General Motors (GM). The win came in the wake of a multi-agency pitch that saw the participation of Leo Burnett, Contract Advertising along with McCann Erickson. The agency will handle all the brands from the GM stable, which includes Chevrolet Spark, Beat, Aveo, Optra Magnum, Tavera, Captiva and Cruze. The agency will also be responsible for the business of new product launches as well.

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