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Ignite Mudra wins the Rotomac Pens

To handle branding and creative duties for Rotomac’s writing instruments. The account size is Rs 6 crore

BestMediaInfo Bureau | Mumbai | September 21, 2011

Rotomac Pens has appointed Ignite Mudra as its strategic partner to handle branding and creative duties for its writing instruments. The account size is Rs 6 crore.

Commenting on the development, Rahul Kothari, President, Rotomac, said, “The last decade has been truly exciting with the entry of many players and competition heating up in a big way. The market itself is undergoing a tectonic shift with increasing literacy and evolving tastes of the Indian consumer. In this challenging scenario, we needed a strategic partner who truly understands the Indian consumer as well as the nuances of the writing instruments market. Our interactions with Ignite Mudra have cemented our belief that they are the ideal partner to drive exponential growth for brand Rotomac.”

Commenting on winning this account, Sudarshan Banerjee, Head, Ignite Mudra, said, “Rotomac is a prestigious win for us. The brand is a leader in its business and has a strong residual image in the consumer’s mind. The challenge is exciting because we’re talking about a market where most of the purchases are ‘brand agnostic’ since the consumer doesn’t really pay too much attention to the brand of pen he/she uses. Our approach on how we will get such a consumer to show discernment towards brands is what has won us the business. We’re sure that there’ll be some truly exciting work on Rotomac very soon.”

“I think we were able to show them the true potential in 'likho India kee nayi pehchaan'. And in doing so, we were able to marry a brand conversation with a cultural/societal tension, which is always the hallmark of a great brand idea,” said Ignite Mudra Executive Creative Director Ravinder Siwach.

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