Mudra receives Creativity 31 award for three TV commercials

Suneeta K
10 October 2002

And it is Mudra Advertising, Ahmedabad branch, which has done the honours. The old warhorse of Indian advertising has bagged the international ‘Creativity 31’ award for three of its television commercials this year. These are the only Indian commercials to have been awarded and featured in their respective categories.

Commenting on the awards, Mudra vice-president and creative controller Jagdish Acharya says: “For Indian ethos, as reflected in our mainstream advertising, to be understood and appreciated at international forums is something that does not happen too often. In this context, ours being the only Indian commercials to have been featured on a global platform is a matter of joy and pride to us.”

The winning spots include the Blubay Window Air Cooler ad in the category of Consumer TVC (single), Vimal (father and son ad) in the category of consumer TVC (single) and Symphony Chhota Sumo in the category of consumer TVC (campaign).

Says Mudra Communications chairman and managing director A G Krishnamurthy: “The hallmark of Mudra’s work is the ability to keep in touch with the pulse of Indian sensibilities. And it is this thorough understanding of the Indian psyche that has got Mudra to win these awards.”

Cut to the details of the award-winning entries. The commercial for Blubay uses surprise and humour to present a unique feature of the product — surround cooling. The ad for Vimal is all about a delightful equation between a father and a son. It is a major departure from the usual fashion advertising and conveys the cross-generation appeal of Vimal fabric.

As for Symphony, its successful brand, Sumo, has been positioned as a cooler that offers big comfort. The smaller version was launched as Symphony Chhota Sumo with a promise that it offered equally big comfort for small spaces. “The task was achieved with just 10-seconders that won the brand a leadership position in this category,” says Acharya.