Tourism Corporation of Gujarat Ltd (TCGL) has awarded its creative duties to Mudra Communications, Ahmedabad after a two-phase multi-agency pitch. The agency has won the account close on the heels of winning Star Cements. The account size couldn’t be ascertained at the time of filing the report.
The shortlisted agencies from the first round were invited to present their strategic viewpoints and creative work to take Gujarat Tourism forward. Mudra Ahmedabad outshined its competitors, including O&M, to win the account.
“Gujarat today is showing a surge in tourist inflow, both domestic and foreign. We want to capitalise on this growing trend and give people more reasons to come to Gujarat. Most people are not aware of the fabulous experiences that Gujarat has to offer, and the Mudra team was able to showcase them beautifully in their creative work,” said PD Vaghela, Managing Director, TCGL.
“Tourism in India is on the rise, with new avenues like medical tourism, heritage tourism, adventure tourism and business tourism capturing the imagination, both in India and abroad. Today, Gujarat is gearing itself for different kinds of tourism. And this is the right time for Mudra to be a part of the future plans at TCGL,” said Kamlesh Patel, Chairman, TCGL.
Chandan Nath, President, Mudra Ahmedabad, said, “Mudra Ahmedabad has an unbeatable track record. Having launched and nurtured brands like Vimal, Rasna, Dhara, DermiCool, Krack, ItchGuard, Livon, Recova, BoroSoft, Nutralite, Fortune Naturelle, Ramdev, YO Bykes and Mrs Marino, our credentials are second to none. We have a soft corner for the tourism account. We hold it dear because Gujarat is the land where Mudra was born, and we feel that it is our responsibility to ensure that Gujarat is seen in its full glory by the world. With the India story surging ahead, tourism is one of the sectors that will see a lot of excitement. And we are eager to play our part in shaping the tourism scene of Gujarat.”
TCGL has created a blueprint for improving the image and infrastructure of Gujarat to attract an increasing number of Indian and international tourists. They are looking at partnering with Mudra to provide them with marketing consultancy to do justice to the various facets of Gujarat.
The media mix for TCGL would involve an integrated approach that would engage the consumer at different touch points.
Mudra Ahmedabad’s other clients include Paras, Zydus Cadilla (Nutralite), Nirma (Nirlife), Electrotherm (Yo Bykes), The Adani Group (Fortune Naturelle Coconut Oil), Jivraj Tea, The Grand Bhagwati Hotels, Graffiti Designer Tiles, Ramdev, Safal Construction, Urmin Products, Interactive Manpower Solutions, Star Cements, and Sterling Hospital, among others.