Rotomac hands over its creative duties to Ignite Mudra

The account size is estimated at Rs 15-20 crore; the development is the result of a pitch that was initiated in May this year.

Rotomac, a part of Vikram Kothari Enterprise, has roped in Ignite Mudra to look after its creative mandate for both its corporate brand, as well as its writing instruments brand. The account will be handled from the agency's Ahmedabad office, for a period of two years.

The account size is estimated to be Rs 15-20 crore. The development is the result of a pitch that was initiated in May, 2011. The pitch saw the participation of two agencies -- Triton Communications and Ignite Mudra. Previously, the creative duties were being handled by Triton Communications.

The agency is expected to create a new brand image for the company. Commenting on this, Rahul Kothari, president, Rotomac, says, "Ignite Mudra will reconstruct a new brand image, so that we reach out to new consumers. We will target students and young professionals through our new campaigns."

He further adds, "Rotomac is known only for pens. But now, we have launched a new range of calculators, and we will advertise that through the coming campaigns."

Talking about the win, Sudarshan Banerjee, head, Ignite Mudra, says, "We were briefed to work on a new look for the Rotomac packaging. We then came up with a new brand image which was liked by the client."

He further adds, "Apart from this, we will like to add more relevance to the tagline 'likho India kee nayi pehchaan', and show consumers the power of Rotomac."

The group intends to start new brand building exercises through various above the line (ATL) communication such as print, electronic, and radio. Rotomac is planning to launch three new campaigns in the coming six months.

For the record, Triton Communications handles the media duties of Rotomac.