WGC appoints Mudra Communications for creative duties

Mudra Communications has bagged the creative mandate for the upcoming project for World Gold Council (WGC). This project is essentially a gold promotion during the upcoming festive season. Lowe, Saatchi & Saatchi and JWT had also pitched for this project, apart from Mudra.

The creative duties for WGC are with Ogilvy India and BBH India, with the former handling a bulk of the business since a decade. Globally, BBH handles Gold Expressions - a WGC brand, while in India, BBH had recently undertaken a project for WGC for the limited gold jewellery edition of Collection G, called the Miss India Ensemble.

Since the festive season is approaching beginning with Ganesh Chaturthi, The months of September and October bring with them a whole range of festivals starting from Navratri, to Durga Puja, Dussera, Diwali etc, and WGC hopes to make gold an even more popular, auspicious purchase during this peak season.

The media mix will include TV, press, outdoor and radio while a fair amount of in-store promotions are also being leveraged. The media duties for WGC are with Starcom in India.