Mudra Connext, the media agency of Mudra MAX, has been assigned the media duties for female care brand She Comfort and electrical appliance brand V-Guard. The cumulative account size of these two businesses has been estimated at Rs 50-plus crore in terms of media spends. The two accounts will be handled out of the agency’s Mumbai and Kochi offices.
She Comfort is expected to be a Rs 20-crore brand by March 2010. V-Guard is slated to spend Rs 30-40 crore on advertising. While She Comfort and V-Guard are seen as significant wins in 2009, this year also saw Mudra Connext win the integrated media duties for Wipro Consumer Care and Lighting. These businesses are not only seen as significant wins for Mudra Max, but also brands that have high recall.
Commenting on the wins, Manas Mishra, EVP, Mudra Connext, said, “The year 2009 has been a good year, however, 2010 will see us be more aggressive. Both brands are very exciting additions to our portfolio. She Comfort is at a very exciting stage of its life, and V-Guard is also exploring new horizons. Our clients’ aggressive expansion plans complement ours and we look forward to a great partnership in the years to come.”
Pratap Bose, CEO, Mudra MAX, said, “These are important wins for Connext and Mudra MAX, and I am happy with the way we are moving ahead. Our integrated communication capabilities are helping build brands on a larger platform and this is our biggest differentiator in the market place.”
Mithun Chittilappilly, Executive Director, V-Guard, said, “We always wanted a strong agency, which could understand our business and provide the best media solutions for our brands. I am confident Connext will be able to provide us with the right resources and also bring value to our brand with the passion and commitment they have shown.”
Rakesh Kaul, Director, Royal Hygiene Care Pvt Ltd, said, “She Comfort, a registered brand of Royal Hygiene Care, is now the No. 3 sanitary napkin brand in India. Given our aggressive expansion and growth plans, we felt the need to partner with an agency which shared our passion and vision. We look forward to Mudra Connext bringing innovative thinking and a strategic direction to the brand.”