Mudra has won the creative account and Optimum Media Solutions, the media duties, of United Educational Institutes Global (UEI Global) following a multi-agency pitch. UEI Global is a brand owned by Berggruen Education Pvt Ltd, which is a part of Berggruen Holdings, New York. The account size is pegged in the region of Rs 8-10 crore.
UEI Global is planning to invest nearly $20 million over the next three years in India and intends to scale up to 50 institutes by the end of 2009. The company is opening institutes across the country with professional programmes in the service sector, positioned as a ‘school of service management’.
Kapil Chanana, Head Marketing, UEI Global, said, “UEI Global was looking at a partner who would not only help in strategising the communication, but also help in building the brand personality. We wanted an agency that would help in providing a 360-degree exposure and had experience in building brands from scratch. Keeping the above in mind, Mudra fitted the bill perfectly. The agency comes with the complete understanding of the business and the market. Their 360-degree approach to advertising would definitely help in taking the brand forward.”
Sanjay Sharma, Executive Vice-President, Mudra Delhi, said, “It’s an exciting opportunity for us. The service sector in India is growing at a phenomenal rate and today it accounts for more than half of India’s GDP. Aviation, hospitality and retail sectors are booming in the country, but the biggest challenge facing the industry is shortage of educated workforce. And UEI Global would be addressing this very issue.”
UEI Global is starting the initiative with Bharathiar University, which has been set up in Coimbatore by the Tamil Nadu Government. Apart from offering a three-year degree in hospitality management, they would also be introducing unique one-year fast track programmes, where the students would get the opportunity to earn while studying. Courses would be offered in service management, including retail management, aviation, travel and tourism, personality development and language, and similar international alliances would be made for these courses as well.