Mudra Brand Therapist, the healthcare and lifestyle specialist of the DDB Network in India, has won the creative duties for the UNICEF ROSA (Regional Office of South Asia) project following a multi-agency pitch. The project is aimed at curbing the bird flu epidemic in eight South Asian nations.
The account size is said to be huge, but exact figures couldn’t be ascertained.
Commenting on the win, R Lakshminarayanan, CEO, Mudra Marketing Services, said, “It is an honour for us because seldom do ad agencies based in India get an opportunity to create communication which would be broadcast in Pakistan, Nepal, Bhutan, Bangladesh, India, Sri Lanka, Afghanistan and Maldives. Even more significantly, we will be involved right from the strategy phase through various audience researches and field visits, right up to evaluating campaign effectiveness. An added challenge is the multiple cultures and multiple languages across multiple countries.”
Soumitra Sen, President, Brand Therapist, said, “The Brand Therapist team has the ability to deliver media neutral social communication that impacts behaviour change. We have created communication for UNICEF ROSA that influences communities to increase awareness, instill desire to gain more knowledge and adopt corrective action that will keep avian flu at bay. We will also conduct a detailed pre-testing of concepts across South Asia before final production.”
Meera Sharath Chandra, National Creative Director, Mudra Marketing Services, said, “The mandate is to create a set of three communication packages in the one-minute film format supported by other media. The first task is to communicate the fact that preventive measures are an imperative, a tough task to achieve on a sub-continent level. Needless to say, should the onset of the virus seem imminent, phases two and three would have to be deployed with a more urgent and serious tone and manner. We hope such an eventuality will not come to pass. Nevertheless, as a responsible communications partner, we need to think the messaging right through.”
Brand Therapist is the health and lifestyle specialist of the Mudra Group. The UNICEF wins marks its aggressive expansion in the social communication sphere adding to its roster of ethical and lifestyle brands. Some of the key clients of Brand Therapist include USV, Wyeth, BristolMyers Squibb, Novacea (a US based bio-pharmaceutical company), Hindustan Latex’s Family Planning Promotion Trust, and Glenmark, among others.