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Chennai, Jan. 8

Mudra has bagged a gold at the New York Advertising and Marketing Effectiveness (AME) Awards for its case study of South India-based silk sari store RmKV. A press release said Mudra won in the ‘retail stores’ category. For the RmKV campaign, Mudra roped in popular South Indian actor Jyothika, whose wedding to another popular actor Surya was then round the corner. What colour Jyothika should wear for her wedding became the focus of the communication, which used various media including print, TV and radio. The campaign “created a reality show of sorts” as people were asked to suggest a colour. It had the actor claiming to have got 50,000 suggestions and that to keep each fan happy, RmKV had designed a sari with as many colours. “It was as though Jyothika had hired RmKV and not the other way round,” the press release says, adding that the campaign also won other awards in India.

— Our Bureau

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