Mudra West bags creative mandate for GoodFood Magazine

During the past decade, the Indian palate has evolved. Once conventional, it is slowly turning bold and adventurous. In an increasingly small world, where tastes are traversing geographies, an upwardly mobile, aware and curious India, is experimenting with food as a means of entertainment and self-expression. Not only are Indians going out more often, they're trying new cuisines and food retail formats. They are sharing recipes, reviewing and choosing restaurants and even ordering-in through food websites, blogs, mobile apps as well as social networking sites such as Facebook and Twitter.

Exotic foreign ingredients have now found everyday shelf space within the Indian pantry. Today, Indians are lapping up content on food. With an explosion in culinary programming, the country consumes more than 125 food shows across television networks, with three exclusive, all-food channels on the way.

On choosing Mudra West as the creative agency, Debolin Sen, Publisher of Lonely Planet, BBC TopGear and BBC GoodFood Magazines said, "Food is the most exciting story unfolding in India. The launch of BBC GoodFood Magazine is yet another interesting journey we embark on. A brand with an incredible legacy, GoodFood allows you to explore and chart new territories. Our phase wise launch build up to October 21st (the day the magazine hits stands) is in full flow. Frankly, we couldn't have asked for a better creative partner than Mudra West to assist us. I am glad they are handling GoodFood in addition to Lonely Planet and TopGear.- three prestigious and iconic brands."

On winning the account, Arijit Ray, President, Mudra West, said, "This is our 5th brand from the Worldwide Media portfolio. It will be our privilege to shape another iconic brand - India Charter Good Food. We look forward to working very closely with the brand team to launch it on the 21st of October."