Mudra Group wins creative duties for Huawei

Ad spends are pegged at Rs 200 crore for the next 18 months

Mudra Group has won the creative duties for Huawei, the telecom solutions provider, following a multi-agency pitch process that involved two rounds of presentations. Mudra will handle both above-the-line and below-the-line communication. The ad spends are pegged at Rs 200 crore for the next 18 months.

It is learnt that a total of 11 agencies had initially participated in the pitch process. Of these, the agencies shortlisted for the subsequent rounds were: TBWA/India, Bates 141, Lowe Lintas India, Saatchi & Saatchi and Percept/H, apart from Mudra. The creative brief given to the agencies asked for a campaign to launch Huawei's new product range and create a unique positioning.

No official comment could be obtained from executives at Mudra at the time of filing this report. It is also learnt that Huawei is yet to select a media agency to handle its media duties.

As reported by afaqs! earlier, Huawei had called for a pitch for its new range of mobile handsets in June. Some of these handsets, including Hangout and Android, were unveiled in the month of July. The phones were made available to the markets fully on August 01, 2010. The Chinese major has aggressive plans in India, considering the rate at which mobile telephony is growing in the sub-continent.

For the record, China's Huawei, apart from being a telecom solutions provider, has presence in telecom network infrastructure, application and software, professional services and devices. The brand claims that its products and solutions have been deployed in more than 100 countries across the globe.