MUMBAI: Carrier Midea India Pvt. Ltd. has appointed DDB Mudra Delhi as its creative agency for the Midea Brand. DDB Mudra Group was entrusted with the account after a multi-agency pitch.

The agency's main focus will be on strategic planning and creative execution for both ATL and BTL requirements of the Midea brand.

Carrier Midea India is a new entrant in the Indian home appliances market and has aggressive marketing plans. The business was awarded to DDB Mudra Group based on its strong strategic recommendation and sharp point of view on positioning the brand Midea in the competitive Indian consumer durables market.

Carrier Midea India vice president - sales and marketing Sanjay Mahajan said, "DDB Mudra has a proven track record of creating brands, remarkable campaigns and fresh ideas. The team is proactive, extremely passionate and provides a good balance of thinking and doing. Also, we are poised for growth with major expansion plans and are confident that our partner agency will play a critical role in achieving our marketing goals. We look forward to work with them."

DDB Mudra Group Delhi president Vandana Das said, "Wins are always delighting, but with this specific one, we are even more delighted as we would be partnering with Carrier Midea India for a full fledged launch of the Midea brand in the country. We would be adopting an integrated approach to launch it across all consumer touch points, in the months ahead."

Carrier Midea India is a joint venture between Carrier Corporation and GD Midea Holding Co. Ltd. and deals in high technology heating, air-conditioning and refrigeration (HVACR) solutions. In 2011 it has net sales of $17Billion.