Mudra Kolkata has bagged two accounts, Aamar PC and Linen Club Fabrics, from Indian Rayon and Industries Limited. The consolidated size of the business amounts to Rs 10 crore, according to Hemant Misra, Mudra Communications (North & East).
Aamar PC is the first PC manufacturer in West Bengal, with a 52-dealer network in the state. It is just one year old and is already one of the largest players in its category. Pioneered and led by two young entrepreneurs, Tathagata Dutta and Santanu Ghosh, Aamar PC is planning an all India launch in March-April 2005. Partnering them in their venture is Mudra Kolkata, who has been entrusted this account in February after a multi-agency pitch.
Said Misra, "Both the brands are extremely relevant to us as an agency. They are seeking a national footprint. We have won these businesses, after a pitch wherein nearly every agency in Kolkata was invited. It's our ability to arrive at the right kind of strategic and creative solutions that has worked in our favour. While Aamar PC is a start up company with ambitious plans in marketing, Linen Club Fabrics is one of the largest brands in its category and is a major exporter in the world market. In keeping with their huge ambitions, Indian Rayon has earmarked a substantial marketing and advertising budget for 2005-06."
Misra addded, "Our team led by Koustav Bhadra has demonstrated its ability to drive strategic and creative solutions that have delighted the clients. The win will give us a good opportunity to showcase our strategic and creative capabilities. We hope to partner and share in the growth of our clients."
On whether Mudra is actually developing television-led campaigns for these clients, Misra said, "We have not really decided on the media vehicles that we would be investing in. It's too premature for one, and secondly, the client has to take a call on it."
The twin duties of media buying and selling for both these clients would be handled by OMS. Prior to this kind of a creative alignment, Kolkata-based Megamind was the incumbent on the Linen Club account. Aamar PC on the other hand is a new company, and was not aligned with any creative agency earlier.
What is the one thing that puts Mudra apart from the other agencies? Misra said, "We have a dedicated and motivated team at hand. That's why, we have succeeded in making a mark even in a market like Kolkata, which is relatively slow in terms of the advertising scene. While most advertising agencies in the region are looking at sustaining the existing businesses, we are looking at growing our bevy of businesses in addition to bringing out some fantastic creative and strategic output."