Maxima Watches has awarded its creative duties to Mudra Communications following a multi-agency pitch in December 2006. The incumbent agency was Everest Brand Solutions. Senior sources put the account size at close to Rs 5 crore.
Sanjay Sharma, Executive VP, Mudra, said, “We are really happy to bag this business. We will be doing a 360-degree campaign for them which includes TV ads, print and banners, mailers and door-to-door selling.”
He further said, “We are going to give a new look and feel to the campaign. With this campaign, the company hopes top increase their sales. Maxima’s main competitor in the low-end watch segment is Sonata. The TV campaign will break in February, while the print ads will break in another week. We are also doing door-to-door promotions, with the main channel of sale being distributors and retailers.”
Our typical marketing budget is usually 10 per cent of the topline spend
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