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Mudra West wins Lonely Planet guides account

The agency will handle the creative duties including digital of the recently launched brand in India

BestMediaInfo Bureau | Delhi | February 6, 2012

Mudra West has won the Lonely Planet guides and digital media account after a multi-agency pitch. There is no incumbent agency as Lonely Planet recently established operations in India to develop its first locally produced guides for Indian travellers.

Lonely Planet (a wholly owned subsidiary of BBC Worldwide) has grown to become one of the leading global providers of travel information. The Indian travel guide industry is nascent so, as a leading travel media publisher, Lonely Planet has the opportunity to grow and define the category.

As a leading global brand that has brought to life travel information and experiences for hundreds of millions of travellers worldwide over the past 39 year, Lonely Planet has the potential to become the number one travel essential for millions of Indians.

Lonely Planet has distributed English-language guides in India since the 1980s, and these guides have primarily been purchased by expatriates and inbound travellers. But the Indian travel market is growing rapidly and there is an opportunity to speak directly to Indian audiences by producing travel guides for Indians, written by Indians.

Lonely Planet’s Indian publishing team will drive the development of the new local products from offices in Gurgaon, Delhi. Lonely Planet India will initially launch both international and domestic guides for Indian travellers and will expand its local content offering across a range of platforms, including the internet.

On choosing Mudra West, Sesh Seshadri, General Manager, Lonely Planet - India, said, “We are very excited about working with Mudra and the progress of our new guides – the first ever created in India by our talented new Indian team. Mudra inspired us with their marketing ideas and vision for how to launch and develop Lonely Planet’s brand in India.”

Commenting on the new win, Arijit Ray, President, Mudra West, said, “Lonely Planet is an iconic brand in the travel space. For us it has been a privileged association. We had a great time launching the magazine in the country. And now look forward to working closely with the Lonely Planet team to orchestrate the launch and positioning of the Lonely Planet guides, in India. Our biggest strength is a talented team that understands the sensibilities of the brand.”

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