To handle conflicting business accounts, Mudra Communication Limited has set up a second agency called Infinity. According to sources, the agency has been set up to handle the Rs 27 crore Philips consumer electronics business. Mudra already handles the communication business of the Korean consumer durable giant, Samsung.
Philips account had moved from EuroRSCG to DDB Needham in January this year as a result of a global re-alignment of the business. In India, DDB Needham has a presence through Mudra where it holds a minor 10 per cent stake. DDB Needham also holds stake in the new company. With its headquarters in Mumbai, Mr. Vijay Nagrare will be heading Infinity.