Mudra Delhi has been assigned the creative duties for Vimal Pan Masala, the flagship brand from the Lalwani Group (Vishnu & Co Trademarks Pvt Ltd), following a multi-agency pitch involving Leo Burnett and Rediffusion Y&R, besides Mudra Delhi. The account size is pegged at over Rs 15 crore. O&M is the incumbent agency.
Commenting on the win, Sanjay Sharma, President, Mudra - North & East, said, “This is a big win for us from the brand challenge perspective, and also the fact that we pitched against some big names in the business. It is very heartening to note that a lot of young entrepreneurs are focused on creating strong brands rather than continue to do margin based business. I guess the client in this case evaluated the agencies based on this capability. We at Mudra are very proud to be partners with Lalwani Industries and will work with them to create a winning brand in the pan masala category.”
Anil Verma, Creative Head, Mudra - North & East, added, “It is a great creative opportunity for us since the category has seen, at best, only mediocre advertising. We had presented a very breakthrough idea and I am impressed that the client had the foresight to buy into the same.”
“We expect Mudra Delhi to do a better job than O&M on the ad campaign. They definitely have a better understanding of the product category,” said a source from the Lalwani Group.
The Lalwani Group also has Big Apple and few other confectionary brands in its portfolio. The group has a earmarked a marketing budget of over Rs 15 crore for the current financial year and are looking at targeting mainly Hindi speaking regions such as Uttar Pradesh, Bihar, Madhya Pradesh, Rajasthan, Himachal Pradesh, Delhi, Haryana and Punjab.