DDB Mudra wins SOTC's creative business

Network Advertising is the incumbent on the business.

SOTC, a well-known brand from the stable of the travel and tourism company Kuoni Travel Group India, has appointed DDB Mudra as its new creative agency. The agency's Mumbai branch will handle the business.

The decision was announced a few days ago after a pitch process that took place in Mumbai. The company spokesperson confirms the news to afaqs!, while insisting that the development is still in its nascent stages.

Network Advertising has worked on the creative duties for SOTC. The agency was awarded the mandate in 2006. Earlier, Saatchi & Saatchi has also handled the account. Until now, R K Swamy BBDO was in charge of the brand's online duties. It is learnt that this mandate will also move to DDB Mudra.

SOTC is known for its brand philosophy 'Expect More'. This thought -- coined five to six years ago -- positions the brand as a travel operator that provides more value, superior customer service and high quality.

In the past, SOTC's media duties have been looked after by Maximize, the media planning and buying agency from the GroupM stable (2004-06), and later, by Maxus (2006 onwards). As of now, the media planning and buying duties are being handled by an in-house team.

In 2008, the Kuoni Travel Group underwent a global rebranding exercise that was a part of its 100-year celebrations. The brand had, at the time, gone in for a complete makeover including a logo change. Media vehicles including print (select magazines) and TV were exploited in order to promote the brand's repositioning and to reach out to the consumers. On this occasion, the group set up a new flagship store at Nariman Point in Mumbai.

Agencies that have handled the creative mandate for Kuoni in the past include The Republic and Pickle Lintas.

SOTC operates in the US, Canada, UK, Kenya, Tanzania, Mauritius, Kuwait, Oman, Dubai, Abu Dhabi, Bahrain, Saudi Arabia, Qatar, Hong Kong, Singapore, Pakistan and South Africa.