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Ignite Mudra wins Trichup Hair Care account

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Ignite Mudra wins Trichup Hair Care account

Vasu Healthcare, a Baroda-based Ayurvedic healthcare company, has appointed Ignite Mudra to handle the creative services for its Trichup brand of hair care products. IBD Percept was the incumbent agency.

Ignite Mudra will work on the strategy and creative deliverables of Trichup and a few other Vasu Healthcare brands. The budgets would be need based.

Dr DK Mehta, Vice President (Marketing), Vasu Healthcare, pointed to the strong credentials of Ignite Mudra in creating numerous brands from scratch as the main reason for the switch. “Ignite Mudra has built a number of brands of like DermiCool, ItchGuard, Krack, Livon, etc., which are categories in themselves. The agency has the right talent base to take Vasu Healthcare to the next level. The team inspired enough confidence in us and we appointed them without going through the entire pitch process,” commented Dr Mehta.

Reacting to the win, Sudarshan Banerjee, Head, Ignite Mudra, said, “We are delighted to have Trichup and other brands in our fold. This is a very competitive landscape and we see a very exciting journey ahead.”

Vasu Healthcare is a 31-year old company, which has had its presence in the ethical market. In the last two to three years, it has started focusing on the OTC market through Trichup. Trichup is one of the main brands of the OTC division, which is known as Vasu Wellness. In the ethical segment, Vasu is said to be the third largest player in the Ayurvedic formulations business (known as Prescription Business Division). Vasu is known today in the industry for their leadership position in Orthopedics and Urology segments.

Ignite Mudra is a specialist agency of the Mudra Group that focuses on building entrepreneurial brands. Based out of Ahmedabad, it also facilitates its clients on other services beyond brand building like funds, distribution, HR, corporate structuring, etc. The agency’s client portfolio includes brands like Vimal, Rasna, Dhara, Symphony, Ajanta, DermiCool, Nutralite, Moov, ItchGuard, and Livon, among others.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.