MUMBAI: Mudra Communications will handle Nestle India‘s 100-year celebration campaign.

The agency, which was chosen following a multi-agency pitch, won the mandate on a project basis.

The first round of pitch saw participation of Nestle‘s roster agencies like Scarecrow Communications, JWT India, McCann Worldgroup India and Publicis Capital. However, the final competition was between Mudra and Publicis.
 
Nestle that will complete a century in India in 2012, has already begun celebrations in the Philippines and Turkey market. In India, the celebrations will begin by the end of 2011.

Although the official figures could not be confirmed, the size of the campaign is believed to be Rs 400 million.

The company that has brands like Nescafe, Maggi, Milkybar, Milo, Kit Kat, Bar One, Milkmaid and Nestea has always been active in advertising and plans to continue with the 100-year celebration campaign.