MUMBAI: Mudra Mumbai has been appointed to manage the brand building activity of Maharashtra Tourism Development Corporation (MTDC).

In an endeavour to exploit Maharashtra's diversity, MTDC is planning a
public awareness programme to create awareness about the tourism products in Maharashtra.

Mudra managing director and CEO Madhukar Kamath said, "We are very pleased that Maharashtra Tourism Development Corporation has chosen to partner with us for their brand building exercise. We will work alongside MTDC to combine our expertise in building a brand to spearhead a multi- layered initiative to promote tourism in Maharashtra. This is a showcase account, it is a win we are all very excited about."

Mudra Mumbai president Jude Fernandes said, "We are absolutely delighted with the MTDC win. Our job will be to build a strong presence for the brand in India. We went through a very comprehensive pitch process; eventually the advertising business was awarded to Mudra .The agency has already been briefed to work on the new campaign. The principal challenge on the account is to enable Maharashtra Tourism Development Corporation attract a sufficient tourist base. It’s a challenge that I’m looking forward to."

Over 15 agencies were in the fray and the selection process included showcasing relevant experience, competencies and credentials, followed by a strategy and creative presentation for the brand.