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Electrolux does a review, decides to stay on with Mudra

26-January-2006
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Electrolux does a review, decides to stay on with Mudra

Electrolux Kelvinator Ltd (EKL), which recently went through a review of its creative business, has decided to retain Mudra as its creative custodian. The size of the business is in the region of Rs 30 crore. The other agency in the final stage of the pitch was TBWA\India.

For Mudra, the ‘win’ is a good start for the New Year. Sandeep Vij, Head, Mudra, Delhi, said, “Needless to say, we are delighted to hold on to the business. However, it must be said that we’ve had a great relation with Electrolux and we understand the brand very well, which was an advantage we had over the others.”

Vij explained that a review was expected after the change in management at Electrolux. “We needed to prove to the new management that we can handle the brand’s requirements and having done that, it is great to have the brand in our client portfolio.”

The pitch was for Electrolux Kelvinator washing machines, refrigerators, microwaves and air-conditioners. Mudra has been handling the creative duties of EKL since November 2003.

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