Symphony looks to Ignite Mudra for brand building

Air cooler brand, Symphony has appointed Ignite Mudra, the specialist agency from Mudra Communications, to handle its advertising duties.

The spend level for the brand is pegged at Rs10 crore.

The movement marks the return of the business to the Mudra fold. Mudra Ahmedabad (now Ignite Mudra) was the agency partner when Symphony was launched 22 years ago. The agency had played a critical role in Symphony's success and had partnered the brand for 16 years.

''We are proud of our association and the fact that we have played a role in creating the brand. It is very heartening to see an entrepreneurial brand like Symphony roaring like this after a long time,'' said Chandan Nath, president, Ignite Mudra.

Lowe Lintas Mumbai was the incumbent on the account.

Achal Bakeri, chairman and managing director, Symphony, said, ''We are very bullish about the future and are expanding our footprint aggressively within the country and abroad.''

Over the last decade, Symphony has expanded its footprint across the globe with production and marketing in the USA, Mexico, Europe, Middle East and Africa.

Currently the brand, which deals in a range of residential, commercial and industrial air coolers, has a presence in 54 countries.