Nutrine has assigned the brand communication work for its entire confectionery range including Éclairs to Mudra South in a multi-agency pitch. The account is pegged at around Rs 10 crore. Mudra South has already been handling a part of the Nutrine portfolio -- Nutrine Naturo and Nutrine Maha Lacto.
Says S. Radhakrishnan, Executive Vice-President, Mudra South, about the win, "The business was assigned to us on the basis of a powerful strategic platform developed for their brand offerings. The key direction clearly was intended to make the brand very desirable and give it an edge in terms of communication."
Radhakrishnan believes that quality work delivered on the two Nutrine brands the agency was already handling has also worked in its favour. "Mudra South has a privileged association with Nutrine; and the efforts have yielded results," he states matter of factly.
K. Siva Mohan Reddy, Executive Director, Nutrine Confectionery Company, says, "Mudra South's understanding of our business and the category is what we had needed.
Nutrine is a large player in the confectionery business and is investing a huge amount of resources in a major marketing effort. We are looking at a strategic shift in our marketing approach. Nutrine has by far the most diversified and innovative product range in its portfolio. The strategy and the creative work were very refreshing and on target; they meshed very well with our product strategy. We expect the work to hit soon."
Mudra South has also recently bagged the RmKV Silks (a large retail business in Chennai), Coffee Day Perfect Filter Coffee, KG Denim and LMW accounts.
Among other brands that Mudra South handles are Prestige, Peter England, Epson, Paragon, Henko, Fa, Hercules Cycles, Federal Bank, Monsterindia, Duroflex, Satyam and Global Trust Bank.