Carrier Midea moves its home appliance business to DDB Mudra

Carrier Midea India is a joint venture between Carrier Corporation and G D Midea.

DDB Mudra Group's Delhi branch has won the creative duties for Carrier Midea India's home appliance brand, Midea. The agency won the business following a multi-agency pitch, based on its strategic inputs and the positioning created for the brand, Midea.

Confirming the development to afaqs!, Sanjay Mahajan, vice-president, sales and marketing, Carrier Midea India, says, "DDB Mudra has a proven track record of creating brands, remarkable campaigns and fresh ideas. The team is proactive, extremely passionate and provides a good balance of thinking and doing. Also, we are poised for growth with major expansion plans and are confident that our partner agency will play a critical role in achieving our marketing goals."

As part of the mandate, the agency's main focus will be on strategic planning, apart from creating campaigns for both above the line (ATL) and below-the-line (BTL).

"We will partner with Carrier Midea India for a full-fledged launch of brand Midea in the country. We will adopt an integrated approach to launch it across all consumer touch points in the near future," says Vandana Das, president, DDB Mudra Group.

For the record, Carrier Midea India is a joint venture between Carrier Corporation and GD Midea.