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On handing the creative duties to Mudra West, Neeraj Sethi, COO, Philips said, “The Mudra Group has been custodians of the Philips brand in India, and we liked their understanding and appreciation of challenge for brand Philips. We look forward to working closely with the Mudra team to orchestrate a distinctive position for the brand on the back of many innovative television models that have been lined up for launch.”

Speaking on the account win, Arijit Ray, President, Mudra West said, “Both, Philips and Electrolux, have a very strong brand philosophy; both have the consumer at the heart of all their initiatives. We look forward to strengthen and consolidate the imagery of the brands and give them an enduring meaning in the Indian context. We look forward to creating some great work on the brands in tandem with the brand teams.”