Mudra South has been assigned the creative duties of Peter England People (PEP). The brand is an initiative of Madura Garments to offer casual and fun clothing for the entire family under one roof. There was no formal call for a pitch, though Mudra was asked to make a presentation. Incidentally, the agency has been handling its mother brand, Peter England, since the time of its launch. Orchard Advertising was the creative agency on board when Peter England People was launched sometime mid last year.
Confirming the news, Joono Simon, Executive Creative Director, Mudra South, said, “We have been looking at working on lifestyle brands and Peter England People is a good fit for us in that sense. We have been associated with Peter England for long and our work has been appreciated by the client and this is a testimony to that fact.”
The win comes close on the heels of Mudra bagging international innerwear brand Jockey earlier in the year. Though the exact size of the business for Peter England People could not be ascertained, Madura Garments is looking at launching new stores and the communication needs would multiply with those launches. At the time of launch, the Peter England People business was estimated to be in the vicinity of Rs 10 crore. The campaign will primarily be driven by print and outdoor.