Mudra wins creative duties for Femina

Mudra Mumbai, has won the creative duties for Femina, a part of the Worldwide Media Group, a joint venture between BBC Worldwide and Bennett Coleman Company Limited.

Lowe Lintas is the incumbent agency for the account.

Arijit Ray, executive vice-president and head, Mudra Mumbai, said, "Femina has almost mirrored the evolution of the Indian woman over the years. We are looking forward to charting a course for a vibrant brand like Femina along with the brand team, in the months to come."

The size of the business is above Rs3 crore. According to Ray, Femina is Indian in spirit and international in look. The brand has set trends even where promotions are concerned. Extremely successful print and television advertising campaigns have consistently followed year on year.

Prachi Tiwari, brand publisher, Femina, says, "Mudra brings to the table a unique approach and a specific understanding of brands within the media space and various other categories. For Femina, which has been the voice of the Indian woman for decades, maintaining its leadership position with a fresh point of view is vital for us."

Over the past years the magazine has re-invented itself to cater to the modern urban woman. The task for Mudra is to fine-tune Femina's brand position and communication such that it is relevant and relatable for the reader today.