Mudra says “cheers” to McDowell’s No 1

McDowell’s No 1 whiskey has shifted to Mudra Communications from incumbent agency JWT. The creative business for McDowell’s No 1 will be handled nationally from Bangalore.

Commenting on the win, S Radhakrishnan, Executive Vice-President and head of Mudra South, said, “We have been working with McDowell for the past nine years on various brands. This has allowed us to showcase our creative abilities and strategic intent. McDowell has been happy with the kind of work we have done for them and suggestions on No 1 have resonated. The shift is, to our mind, a reward for the good work.”

Saurabh Saksena, Branch head, Mudra Bangalore, said, “We will be handling No 1 on an all India level. Given the fact that it is the largest whiskey brand in the country, quite obviously, it will be supported adequately across markets of interest. We firmly believe that as one of the strongest creative forces in the South, we will be able to do a lot on the brand. With this win, we will handle No 1, Derby Special Whiskey, and developmental brands.”

McDowell’s No 1 whiskey is the largest whiskey brand in the country. It is the flagship brand of the UB Spirits Division, launched in the early 70’s, the brand is today the market leader, selling not just in India, but also in Canada, Dubai, Japan, etc. It is also the world’s fastest growing whiskey brand and features among the ‘millionaire’ brands (brands that sell over one million cases a year).

The Mudra South portfolio also includes brands such as Prestige, Henkel, Peter England, Paragon, TI Cycles, Epson Printer, Cycle Agarbatti, RmKV and Deccan Herald, Satyam, Malayala Manorama among others.