Ignite Mudra to build brand Symphony, again

Lowe Lintas Mumbai is the incumbent agency on the account.

Mudra Group's Partnerships for Entrepreneurs arm, specialist agency Ignite Mudra, will now partner Symphony, an air cooler brand. Symphony has a wide range of residential, commercial and industrial air coolers; and is currently present in 54 countries.

The spend level for the brand is pegged at Rs 10 crore. Lowe Lintas Mumbai is the incumbent agency on the Symphony account.

Interestingly, Symphony's association with the Mudra Group can be traced back a long way. The brand was launched by Mudra Ahmedabad over two decades ago. The agency also played a critical role in Symphony's success. In fact, of the 22 years of Symphony's brand journey, the agency partnered the brand for a good 16 years.

Recall that Mudra Ahmedabad was dissolved to form Ignite Mudra in mid-2009. Ignite Mudra was formed to cater to the complete brand building needs of entrepreneurs across geographies. The agency thus provides entrepreneurs a consortium of experts in diverse areas -- such as project management, finance, human resources, corporate governance, law, taxation and IT -- to help them build successful, enduring brands.

Addressing both the account win as well as Mudra's history with brand Symphony, Chandan Nath, president, Ignite Mudra, conveys in an official communiqué, "Symphony is an iconic brand. We are proud of our association with it and the fact that we have played a role in creating the brand."

He adds that it is very heartening to see an entrepreneurial brand like Symphony roaring like this after a long time. "I am sure we have an exciting journey ahead," says Nath.

Commenting on the development, Achal Bakeri, chairman and managing director, Symphony, says that his team is happy to be back with Mudra. "Symphony has seen some very good times together with Mudra; and I am happy to see the same spark with the current team."

He goes on to explain that his team is very bullish about the future and that the brand is expanding aggressively, nationwide as well as overseas. 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.

"I am confident I will be seeing some great work yet again," Bakeri enthuses.