Mudra MAX to handle rural activation for Glucon-D

Mudra Terra, the rural marketing arm of Mudra MAX, has added the rural activation mandate for Glucon-D to its client portfolio. It will be handled out of it Mumbai office.

e4m by exchange4media Mumbai Bureau
Updated: May 1, 2010 9:06 AM
Mudra MAX to handle rural activation for Glucon-D

Mudra Terra, the rural marketing arm of Mudra MAX, has added the rural activation mandate for Glucon-D to its client portfolio. It will be handled out of it Mumbai office.

On choosing Terra as Glucon-D’s rural activation agency, Sundip Shah, VP - Marketing, Heinz India Pvt Ltd, said, “We are happy to have Terra on board as our rural activation agency for Glucon-D. Glucon-D touches lives of around 40 million households in India. It is our endeavour to reach, involve and engage more and more consumers in order to make Glucon-D relevant to them. Terra, with its experience and expertise in rural communication, will help to contribute in it. With this association, we hope to build a personal connect with our consumers that makes Glucon-D a part of their everyday life. We are excited and are looking forward to our association with Terra.”

Commenting on the win, Ajay Sundaram, VP & Head, Terra, said, “It is a matter of great pride to be associated with an iconic brand like Glucon-D, which will help the agency in gaining knowledge about the category and enrich the agency on the whole as well. With this partnership, we hope to bring value across the table, which is appreciated by our client Heinz India Pvt Ltd.”

Glucon-D was introduced in 1994 and has been the category creator and dominant market leader ever since. Glucon-D is a glucose based beverage and is available in powder form. With 99.4 per cent pure glucose, it is easily absorbed by the body and hence, gives instant energy. Glucon-D was adjudged as the Most Trusted Cold Beverage Brand in India by the Brand Equity Survey 2009. The consumption cuts across socio economic classes, age groups and geographies and reaches out to more than 4 crore households today.

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