Following a multi- agency pitch, the DDB Mudra Group has won the creative duties of Moonbow, a water purifier and air purifier brand by Hindware. As part of the mandate, the agency will be responsible for the creative strategy and execution for the brand.
The brand would be managed from the group’s Gurugram office and will be led by Ashwani Dhingra, Executive Vice President & Business Partner, ‎DDB Mudra North.
Rakesh Kaul
Speaking on the association, Rakesh Kaul, President Consumer Products Division, Hindware said: “DDB Mudra has been our agency partner for Hindware Kitchen Appliances and Water Heaters. We have grown in these categories faster than the industry to capture good market share within 3 years & DDB Mudra has played its part in helping us achieve this growth. We expect DDB Mudra team to work in the same manner for our Moonbow brand and be a part of the brand’s growth journey.â€
Rajiv Sabnis
Added Rajiv Sabnis, Executive Director, DDB Mudra Group: “Water purification is a highly competitive category in India today. With the pressure on ground water supply increasing in every large city/ town and the over reliance on the monsoons every year, the need for purification is clearly felt in every home. Newer entrants in this category need to redefine the health benefits that more advanced water purification systems can deliver. Moonbow is uniquely placed to raise the stakes on their water purification offering and its proven benefits. We have an interesting challenge, to establish a differentiated and relevant health benefit amongst Indian homemakers.â€
For their latest campaign ‘Peeoge toh Janoge’, Wagh Bakri and DDB Mudra have shown brand ambassador Sakshi Tanwar in a new avatar. The agency has crafted the ad film with Sakshi playing a local shop owner – one of the biggest influencers in the lives of grocery buyers in India.
Said Parag Desai, Executive Director, Wagh Bakri Tea Group: “Mili is one of the most well-distributed tea brands from our group. Its quality is liked and preferred by North Indian consumers as compared to our national competitors. We are confident that through the new Mili TVC we will be able to reach out to a larger audienceâ€.
Added Rajiv Sabnis, Executive Director, DDB Mudra Group: “We got down to the core benefits of the product and delivered it in the simplest manner possible. The convincing power of the retailer was proven in our market visits, so all we had to do was create an interesting conversation between the retailer and consumer. The product insight – that if you try Mili once, you’ll be convinced of its quality – was effortlessly integrated.â€
With World Rivers Day being observed across countries, Sintex Industries and DDB Mudra West has created the #ReviveOurRivers campaign to address and create awareness around this issue.
Speaking on the campaign, Rajiv Sabnis, Executive Director, DDB Mudra Group & Managing Partner, DDB Mudra West, said: “There has been a clear need for a PPP (Public-Private Partnership) driven action plan for the cleaning of our Indian rivers for a long time. Sintex Industries wanted to contribute to this important movement, especially since they play an active role in waste management through their underground waste treatment solutions. The campaign was conceived as a pledge to keep our rivers clean through this active thinking. The campaign has awakened the conscience of Indian masses in a very short span of time with over 9.5 million views in two weeks. Launched on “World Rivers Dayâ€, we hope that this campaign rallies India into action and garners support of others who can help in cleaning our rivers.”
Following a multi- agency pitch, DDB Mudra West has bagged the branding and communications services for Wagga Wagga cooking oil. The account is being led by the agency’s Mumbai office and is spearheaded by Shally Mukherjee, Senior Vice President & Business Partner, DDB Mudra West.
Speaking on the account win, Rajiv Sabnis, Executive Director, DDB Mudra Group & Managing Partner, DDB Mudra West said:“This is an interesting edible oil range being launched in the health space. Health & Wellness is becoming an increasingly relevant and future-focused space in India. With the specialized diabetes care oil being launched to begin with. Wagga Wagga promises to create a differentiated, quality offering to Indian consumers. It will be an exciting challenge to establish Wagga Wagga in a highly competitive and price-sensitive market. We look forward to the opportunity to partner this brand.”
Added Sujay Naik, Project Director, Agro Global Resources Pvt. Ltd: “With a brand name like Wagga Wagga Diabetes Care Oil, you pretty much get the idea what the product is all about. This makes life simple for the consumer – but for the marketer is also a challenge. We didn’t want the brand to come across as medicinal or being exclusively for the diabetic patients. We didn’t want it to be preachy or prescriptive. Plus the brand and product have multiple differentiators, we wanted to do justice to all of them without diluting the core proposition. The biggest challenge is creating communication which consumers will actually register, rather than the paint-by-the-numbers approach which is so prevalent, and so happily ignored by consumers.The DDB team worked hard in understanding the consumer and crafting an insight, to building an endearing story around it. The resulting communication strategy is distinct, with an engaging story which consumers enjoy watching. It has been an absolutely fruitful association with the team, and we look forward to seeing what Lucy does from here.â€
Said Rahul Mathew, National Creative Director, DDB Mudra Group on the campaign: “There is an incredible source story that Wagga Wagga can boast of. Along with the health benefits of it being a diabetes management oil. We wanted to make sure we communicate all of that in an interesting manner. And Lucy was the marriage of all our intents.â€
The DDB Mudra Group has been awarded the mandate for franchise management of Adani Wilmar’s newly created Gujarat Fortune Giants for Season 5 of the Vivo Pro Kabaddi league.
As a part of this engagement, DDB Mudra West will be responsible for the development and management of the team’s brand identity, brand strategy and marketing solutions; 22feet Tribal Worldwide will be managing the digital marketing mandate for the franchise and DDB MudraMax will be responsible for the on-ground promotions, venue management and logistics management of the team.
Angshu Mallick
Said Angshu Mallick, COO, Chief Operating Officer, Adani Wilma:. “Our corporate office works with the Ahmedabad office of DDB Mudra Group for all marketing communication requirements. For something that we are foraying into for the first time, the group’s single window integrated service offering made our decision to partner with them an easy one. It is going to be an interesting journey ahead and while we look to have a winning team on the field of play, we aim to build one with the DDB Mudra Group off the field of play as well.”
Added Rajiv Sabnis, Executive Director- DDB Mudra Group & Managing Partner- DDB Mudra West: “We have a long-standing partnership with the Adani Group. It is now a matter of great pride for us to be associated with the Adani Group’s foray into the Pro-Kabaddi League. We have built a bespoke team that will be operating from a ‘War Room’ in our Ahmedabad office that has been created for the Gujarat FortuneGiants. We are also looking at marketing the Kabaddi team to potential sponsors and helping create a brand to reckon with for the future. We look forward to the exciting times ahead.â€
DDB Mudra Group celebrated Women’s Day with with a film featuring the women of the agency.
The two-minute film features over 60 female employees of DDB Mudra West from various functions. All the ladies have been showcased doing things they are passionate about; be it boxing to just taking selfies. Speaking on the initiative, Rajiv Sabnis, President and Managing Partner, DDB Mudra West, said: “This is our tribute to women power in DDB Mudra. We are an equal opportunities’ employer and this is a great day to specially thank all our female colleagues for their stupendous contribution to our business.â€
DDB Mudra has launched ‘Karma’, an agency headquartered in Mumbai, which is established as a “creative business catalyst with an agenda to partner those clients who are making small beginnings but are nurturing larger ambitionsâ€.
Karma will provide clients with an expertise of a full-service large agency, notes a communique, adding: “As Karma follows a zero hierarchy structure and has a young, empowered and talented team who is entrepreneurial by mindset, the turn-around time for solutions is faster and smootherâ€.
Sanjay Panday
The agency’s team comprises Sanjay Panday on the business front and his creative partner Vinayak Nayak. Panday has Ronak Shah as his Business Partner in Ahmedabad and Makarand Gholba, his Business Partner in Mumbai. In the first few months of its inception, Karma has acquired clients such as Brand Factory, SOTC and Shree Plan Your Journey in Mumbai and Arvind Infrastructure, Chartered Speed and Electrotherm in Ahmedabad. The Karma team’s latest campaigns includes SOTC’s ‘Summer 2017’, Brand Factory’s Free Shopping Weekend & Denim Fest.
Rajiv Sabnis
Speaking on the launch, Rajiv Sabnis, Executive Director, DDB Mudra Group said, “Karma has been conceived to tap into the start-up story of India. Many young entrepreneurs, who have big ambitions but are making small beginnings, need a creative partner who can be a catalyst in their business success. Since Karma itself is a start-up, it understands the challenges and opportunities that businesses starting up need to overcome, to succeed and grow.”
Added Sanjay Panday, Business Partner, Karma, “Karma is a tribute to our roots. It aims at creating a disruption in the market place with its new model and is bound to kill silos with its fresh ideas.â€
Adding muscle to the existing senior management, Rahul Guha has been appointed by DDB Mudra Group as the President – TrackDDB.
Rahul has been in the industry for over twenty-four years, and has worked across varied industries from software consultancy, e-business consulting, digital, one-to-one marketing to advertising.
Prior to joining DDB Mudra Group, Rahul was associated with Wunderman International for over five years as India head. Before joining Wunderman, he led Interactive business across WPP, Interpublic & Havas group of agencies.
Rahul has rich experience in strategizing, guiding and successfully implementing digital marketing, interactive marketing, loyalty programs and integrated communication solutions for leading global & local brands. In the past he has been associated with brands like Lacoste, Levi’s, Adidas Originals, Ford, Maruti Suzuki, HSBC, Bharti AXA, Tata AIG, Reckitt Benckiser, Cadbury, GSK Consumer Health, GSK Oral Care, etc.
At DDB Mudra Group, Rahul will be based out of the agency’s Mumbai office and will be reporting to Rajiv Sabnis, Executive Director, DDB Mudra Group and President, DDB Mudra West.
Rajiv Sabnis
Quoting on Rahul’s appointment Rajiv Sabnis said, “We see immense potential for a data driven agency in an increasingly digitally driven world. Rahul comes on board to lead our growth plans for the data-led digital marketing solutions offered by Track DDB. His past experience on some large MNC/ national brands in IT, banking, insurance and retail are especially critical to our existing client partnerships. Rahul has successfully led Wunderman International recently and iContract earlier, so we have strong reason to believe that he will take Track DDB to a bigger and better place”
Talking about his new appointment Rahul Guha said “I am really happy to join the group and looking forward to enrich the integrated service offering to our existing and new clients. Digital has turned mainstream and it’s a level playing field for every organisation offering services in this domain. I hope, our work will speak for itself.â€
Madhukar Kamath, Group CEO & Managing Director DDB Mudra Group, added “The timing is perfect. Rahul is coming on board at just the right juncture. DDB Worldwide has embarked on an ambitious journey to make Track, one of the most respected brands in its portfolio. A specialist data-driven CRM agency for the digital future.â€
DDB Mudra West has recently won the creative mandate for Margo (beauty soap) following a multi-agency pitch.
In India, Neem and skin care have gone hand in hand for generations. If there’s one brand that is the very essence of Neem, that’s Margo. The legendary 95-year old brand has stood the test of time.
Margo has revamped itself to appeal to the preferences and aspirations of India’s dynamic youth while retaining its core Neem benefits.
Over the years, the brand has expanded the product range to include the Margo Glycerine soap and Margo Face wash offering a larger portfolio of Neem based products for skin.
Quoting on the appointment of the agency, M.R Jyothy, Executive Director, Jyothy Laboratories said, “The brief was to bring in a fresh perspective to communicate the core benefits of Neem leading to brand trials amongst non-users. DDB Mudra’s creative strategy appealed the most as it was a logical build up to the last brand campaign. The creative routes were fresh and in sync with what we believe our TG will relate to. We hope that DDB Mudra’s talent pool and experience in diverse categories will help us meet our marketing goals.â€
Rajiv Sabnis
Quoting on the account win, Rajiv Sabnis, President, DDB Mudra West said, “Margo is the original Neem soap. The brand has some strong loyalists but we need to broad-base the loyal franchise to younger audiences and pan-India. The need is to make the power of Neem relevant to a larger set of young adults who know of the efficacy of Neem, but haven’t experienced it yet through Margo. In a day and age when young people want to experience the world up close, Margo is just the right partner to ensure that you are ready to face the world. The communication is true to this insight and should connect well with young Indians. We look forward to further building this brand with the team at Jyothy.â€
DDB Mudra West has recently won the creative account of Pepsi IPL 2015. The agency handles the creative mandate for Sony MAX further to which it got the Pepsi IPL 2015 account.
In order to rejuvenate the cricket viewers’ interest for Pepsi IPL 2015 and prepare them for a different level of excitement, Sony MAX and DDB Mudra West have crafted a three staged campaign called ‘India Ka Tyohaar.’
India is a land of festivals and cricket is a multicultural religion uniting every Indian. Just like every religion, cricket also has its festival – the Indian Premier League. Based on this thought, the idea for this year’s Pepsi IPL 2015 campaign – India Ka Tyohar talks about the tournament as a festival which not only unites India but also brings together cricket players from across the world, uniting as clubs, battling for the winning cup of Pepsi IPL 2015.
The first phase of the campaign that kick-started on Feb 24, 2015 included teasers showcasing people from various walks of life gearing up for ‘India Ka Tyohaar’. Spun around one of the key messages of Pepsi IPL 2015; erasing differences (social classes, occupation etc.) between people, the three teasers have a fun-filled tonality to them.
The recently released second phase of the campaign is the Pepsi IPL 2015 anthem. Penned by Sonal Dabral and his team at DDB Mudra West, the anthem is composed by the music artist brothers Salim-Suleiman. The anthem will further be followed by three more creatives around the theme of the anthem ‘Isme hai dilon ka pyaar, yeh hai India ka tyohar’.
The TVCs will go on air closer to the tournament’s start and will continue through the event marking the third phase of the campaign. The campaign would be spread across electronic, print and digital mediums.
Neeraj Vyas
Commenting on giving the creative mandate to DDB Mudra West, Neeraj Vyas, Senior EVP & Business Head, MAX, said, “For Pepsi IPL 2015, we wanted to have a campaign that brings people together in celebrating a much loved sport like cricket. DDB Mudra West has the talent, creativity and expertise to deliver a promising campaign such as ‘India ka Tyohaar’ which invites people to partake in this fun and festivity by putting aside their differences. We believe the agency will help make the Pepsi IPL 2015 a national rage and strengthen the emotional affinity towards the tournament.â€
Rajiv Sabnis
Quoting on the account win, Rajiv Sabnis, President, DDB Mudra West said, “It’s a great feeling to partner the biggest sporting campaign of India- the Pepsi IPL 2015. The focus is back on celebrating the sport, limited overs cricket, and celebrating the enormous fan-following that it has not just in India but around the world. Cricket unifies, it brings joy, it infuses optimism and it even rejuvenates the economy. Cricket has the power to bring Indians together as one nation and one people.  “India ka Tyohaar†is Sony MAX and Sony Six’s initiative to celebrate Pepsi IPL 2015 as the largest, unifying festival of India.”
Sonal Dabral
Quoting on the campaign, Sonal Dabral, CCO and Chairman, DDB Mudra Group said, “If Cricket is a religion in India, Pepsi IPL 2015 is its only true festival. Unlike any other sporting event in the world, it’s a microcosm of the passion, fervour and madness that envelops our country whenever cricket is played, uniting hearts and minds in its wake. And unlike any other festival in India, this is one festival that every Indian celebrates. It’s got the colours of Holi, the festivity of Diwali, the brotherhood of Eid and the joy of Christmas. What else can you call it but one amazing ‘India Ka Tyohaar’? It’s been a privilege and an honour to create this big idea for Pepsi IPL 2015. Here’s to Sony! Here’s to India Ka Tyohaar!â€
DDB Mudra West has won the creative mandate for one of India’s largest private sector general insurance company – ICICI Lombard General Insurance, post a rigorous multi-agency pitch. DDB Mudra West’s Mumbai team will lead the account.
ICICI Lombard General Insurance is a joint venture between ICICI Bank Limited and Fairfax Financial Holdings Limited, a Canada based USD 37 billion diversified financial services company engaged in general insurance, reinsurance, insurance claims management and investment management.
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Rajiv Sabnis
On winning the account, Rajiv Sabnis, Executive Director, DDB Mudra Group & President, DDB Mudra West, said, “ICICI Lombard General Insurance has already established a strong leadership through its promise of efficient and speedy claim settlement articulated as “Nibhaye Vaade” in its communication. Our challenge was to give sharper meaning to this promise while also contextualizing General Insurance in a new light. Most of General Insurance (Auto, Travel, Health) bought today is transactional and more or less mandated. We presented our point-of-view on how to make this category more relevant to people’s lives. It is an interesting journey and we are excited that ICICI Lombard chose DDB Mudra to take the brand to the next level.”
Hindi movie channels Sony MAX and MAX2 have roped in DDB Mudra as their new creative agency. The decision was closed following a competitive pitch by a few selectively invited agencies, vying for the account.
DDB Mudra will handle the creative duties for the brands MAX & MAX2 which were previously handled by J Walter Thompson. Both MAX & MAX2 have always built distinctive brand imagery for themselves to stand out in a highly cluttered industry and have sustained their leadership position through their effective and high on recall brand communication.
Commenting on this change Vaishali Sharma, VP Marketing & Communications, MAX & MAX2 said, “With the ever changing business environment, it is important to continuously reinvent and innovate as a market leader. We are happy to have DDB Mudra as our new agency on board and look forward to working with them. We are confident that they will provide us with a fresh perspective for our campaigns and will enable us to scale new heights.â€
Rajiv Sabnis
Rajiv Sabnis, Executive Director & President, DDB Mudra Group said “If Bollywood and cricket are like religion in India, then MAX is the temple at which Indian viewers pay obeisance. MAX is the original Bollywood movie channel. Through its exciting and interesting bouquet of Hindi movies, it has enthralled Bollywood fans across India. Add to that the mega entertainment of IPL. You can’t ask for better. The DDB Mudra mandate is to take this obsession with Bollywood and cricket to the next level.â€
The DDB Mudra Group has been awarded the mandate for franchise management of Adani Wilmar’s newly created Gujarat Fortune Giants for Season 5 of the Vivo Pro Kabaddi league.
