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Mudra wins creative duties of Jyothy Labs’ Maxo

The account will be handled by Mudra’s Mumbai office. Maxo is a new mosquito repellant brand from Jyothi Labs.

BestMediaInfo Bureau | Mumbai | September 9, 2011

Following a multi-agency pitch, Mudra India has won the creative duties for Maxo insect repellant. The pitch was called in August. The account will be handled by Mudra’s Mumbai office.

Raghavendra K, General Manager, Marketing at Jyothy Labs, confirming the development, said, “We are happy to work with the Mudra Team to take the brand to greater heights.”

Arijit Ray, President of Mudra West, said, “Maxo has been another success story from Jyothy Labs. We look forward to working closely with the brand team to help the brand chart new growth opportunities.”

Jyothy Labs came into being in 1983. Starting from the momentous launch of Ujala, carving out a new product category of liquid fabric whitener, the company today manufactures brands across product categories as diverse as fabric care, utensil cleaners, fragrances, personal care, besides marketing tea and coffee brands.

Jyothy Labs has tied up with Defence Research & Development Organisation (DRDO) to develop and market the mosquito repellent. The company has recently developed a new molecule – diethyl phenyl acetamide (DEPA) – which will be used for fighting mosquitoes. In addition, Jyothy Labs plans to bring out multi-insect repellents in various formats at affordable prices.

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