Cannes Lions may be over, but celebrations for Mudra are still on as the agency bags the creative mandate of Nestle India’s centenary campaign. Nestle has already begun the celebrations in markets such as the Philippines and Turkey. In India, the celebrations are set to begin end 2011.
The first round of the pitch that was held last month saw participation of Nestle India’s roster agencies including the likes of Scarecrow Communication, JWT India, McCann Worldgroup India and Publicis Capital. The final round of the pitch was fought between Publicis and Mudra.
ZenithOptimedia India would handle the media mandate for the campaign as Nestle India’s media AOR.
It is understood that Nestle India has earmarked some aggressive plans for its centenary and the advertising spends are in the vicinity of Rs 40-45 crore.
If Nestle Philippines is an indicator, Nestle’s centenary celebration will celebrate brand Nestle rather than any of its individual brands that include leading names such as Maggi, Nescafe, and Kit-Kat, among others in India. Nestle Philippines launched the campaign commercials in May 2011 with ‘Companion in Life for Life’ as the core theme.