Top Story


Home >> Advertising >> Article

Electrolux does a review, decides to stay on with Mudra

Font Size   16
Electrolux does a review, decides to stay on with Mudra

Electrolux Kelvinator Ltd (EKL), which recently went through a review of its creative business, has decided to retain Mudra as its creative custodian. The size of the business is in the region of Rs 30 crore. The other agency in the final stage of the pitch was TBWA\India.

For Mudra, the ‘win’ is a good start for the New Year. Sandeep Vij, Head, Mudra, Delhi, said, “Needless to say, we are delighted to hold on to the business. However, it must be said that we’ve had a great relation with Electrolux and we understand the brand very well, which was an advantage we had over the others.”

Vij explained that a review was expected after the change in management at Electrolux. “We needed to prove to the new management that we can handle the brand’s requirements and having done that, it is great to have the brand in our client portfolio.”

The pitch was for Electrolux Kelvinator washing machines, refrigerators, microwaves and air-conditioners. Mudra has been handling the creative duties of EKL since November 2003.


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

The New Realities study in India is its sixth year. Over 600 online interviews (per country) were conducted in seven countries, as a part of the study.

The campaign creatively explores the unrealistic demands of perfection that the society places on a young girl

By using kids’ toys , the video delivers a powerful message of child abuse