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Mudra South to head for NY Festival with 3 nominations

31-July-2004
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Mudra South to head for NY Festival with 3 nominations

Mudra South juggernaut seems relentless. On the trail of winning 11 awards in the last year, the group is now headed for the New York Festival with three nominations under the Print and Direct Mailer category. With 7000 entries from 62 countries, the ad festival in New York will be held on August 4.

The two print works of Mudra South are the campaigns done for Epson and Duroflex Mattress and, in the direct mailer category, the work done for Cycle Agarbathies has been short-listed, informed an official release. The statement quoted S Radhakrishnan, Vice President, Mudra South, as saying, “What we have got is building upon awards that we got last year on brands like Peter England, Duroflex and Paragon. This year we have managed to cut through work on other categories as well. Clients have backed us completely in our efforts. We expect that Mudra South will manage to pick up awards as well.”

Brainchild of Sanjay Daiv, Vijayan Jacob and others, the Cycle Agarbathies mailer creates a strong brand proposition through the message of a safe ‘diwali’. Print nominee Epson was masterminded by a team led by Saurabh V Doke. The idea behind the ad was to convey the quality of life-like printers that a photographer can expect from an Epson photo printer. The ad featured an image of a thorny stem on one strip and the tear marks on the opposite page. Pavi Krishnan and the team created a brand proposition for Duroflex by saying, 'Bring out the romantic in you'. The idea was conveyed by highlighting the absence of an employee on the daily muster.

The communiqué quoted an enthused Jagdish Acharya, Executive Creative Director, Mudra South, as: "We are extremely elated about this. All the nominations are for ads done for our mainstream clients. Our aim is to make all our work edgy and win awards."

The southern integration of Mudra Communications handles prestigious brands like Prestige, Peter England, Paragon, Henko, Fa, Hercules, Federal Bank, MonsterIndia, Nutrine, Trigger Jeans, Satyam, Coffee Day, Deccan Herald and Voltas.

With a roster of 150 clients, the Mudra Group consists of two advertising outfits – Mudra and Interact Vision, one media services agency, OMS, and six strategic business divisions operating out of a network spread across eight cities. With an equity partnership with DDB Worldwide and a portfolio of some of India's best brands, the company has won several awards over the past years.

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