DDB MudraMax wins media mandate for Garuda Polyflex Food

It is one of the youngest and latest entrants to the Indian FMCG industry with an interesting brand name – Gone Mad

BestMediaInfo Bureau | Delhi | February 21, 2013

DDB MudraMax has won the media mandate for Garuda Polyflex Food which has a brand with an interesting name – Gone Mad. It is one of the youngest brands to have entered the Indian FMCG industry. The coveted pitch saw multiple agencies participating. The client will be handled from the DDB MudraMax office in Bangalore. According to industry estimates, the account is worth around Rs 10-15 crore.

Commenting on aligning the media duties with DDB MudraMax, V Jayachandran, Managing Director, Garuda Polyflex Food, said, “We at Garuda Polyflex Food are very happy to have DDBMudraMax as our media partner. They bring with them significant expertise of having managed media for reputed organisations in India. They also bring the attitude in line with our brand Gone Mad, which makes them a perfect fit for us. We look forward to a long and fruitful partnership.”

On winning the account, Anilkumar Sathiraju, AVP & Head South, DDB MudraMax, said, “We are very excited to work on this brand called Gone Mad. It's one of its kind and we've got some exciting work coming up very soon. Some of the brands coming soon from the house of Garuda Food are something that you need to wait and watch out for.”

Garuda Food is a $500 milion, 22-year-old food & beverage company, and is part of Tudung Group which deals in agri business and FMCG distribution. It has 13 production facilities in Indonesia, China and India with over 20,000 employees. Garuda Food has a strong portfolio of Snacks, confectioneries, biscuits, tea and coffee based beverages, flavored milk, jelly drink and fruit flavored drinks. Their products are widely distributed across countries in Asia, Europe, Australia, Africa, Middle East and North America.

In 2011, Garuda Food entered into a joint venture with Polyflex Group to form Garuda Polyflex Food to bring a tempting line of food & beverages to the Indian market. Polyflex is a 40-year-old Bangalore-based $50 million company which deals in the luxury and comfort businesses. Polyflex was the first Indian company to introduce moulded seats in India, dual hardness seats for General Motors and fire-retardant seats for Indian Railways.

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