The Hindu Business Line : Mudra bids adieu to Rasna

Mudra has decided to part ways with Rasna, thereby putting an end to a 25-year relationship. The agency's decision to stop working on the Rasna business reportedly stems from irreconcilable differences both on the strategic direction for the brand and on agency remuneration. In a press release issued by the agency, Mr Madhukar Kamath, Managing Director & CEO, Mudra, said, "I love you Rasna has been one of the most defining campaigns in Mudra's history. It has been a source of great pride for the agency. Over the years, we have made many contributions to the brand's success - both strategic and creative. I think the agency can take a fair amount of credit for building this valuable brand. It is never easy to call it a day on a long relationship, but it is a choice we have made after due consideration. All said and done, it has been a remarkable 25 years with Rasna."

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