Mudra has bagged the creative duties of Orissa Tourism Development Corporation (OTDC). The size of the business is estimated to be Rs 2.5 crore for 2005-06 and a similar amount for the next financial year. Mudra has been given the responsibility to create an image of Orissa as a favourable tourist destination. The account will be handled by Mudra, Kolkata.
Nine agencies were in the fray for the OTDC business. The decision to appoint Mudra was taken on the basis of a presentation, which the agencies were invited to make. Mudra’s idea of appointing actress Nandita Das as brand ambassador for Orissa Tourism has also been taken forward.
Commenting on the new win Hemant Misra, President, Mudra North & East, said, “Our first job would be to give Orissa Tourism a new identity and focus on the image of Orissa as a viable and vibrant tourist destination for both domestic and foreign tourists. We have developed a new logo and baseline for the state. The agency has also been briefed on the upcoming festivals in winter and we are in the process of creating a communications campaign for the same.”
According to Orissa’s Tourism Minister Surjya Narayan Patro, “Nandita Das will showcase Orissa as a destination for tourists through the slogan, "Come Home to Orissa”.
At present, Mudra is busy giving the campaign its final touches. The campaign will the actress. The campaign and other publicity measures will help to effectively establish a brand image for Orissa in India and in the overseas markets, which will fulfill our ultimate objective of generating more tourist traffic to Orissa.”