MUMBAI: Mudra South, has bagged three nominations at the annual New York Festival under the print and direct mailer categories.

The New York Festival which has had 7,000 entries from 62 countries will be held on 4 August.

Two out of the three nominations of Mudra South are under print category; these are campaigns done for Epson and Duroflex Mattress. The third that is under the direct mailer category is the work done on Cycle Agarbathies.

Speaking on the occasion, Mudra South vice-president S Radhakrishnan said, "What we have got is building upon awards that we got last year on brands like Peter England, Duroflex and Paragon. This year we have managed to cut through work on other categories as well and bag nominations on brands like Epson, Duroflex and Cycle Agarbathies. Clients have backed us completely in our efforts to do brand building work. We expect that Mudra South will manage to pick up awards as well."

The brains behind the Cycle Agarbathies mailer Sanjay Daiv, Vijayan Jacob and others have created a strong brand proposition to convey the message of a 'safe' Diwali. The mailers that captured the safety aspect as a prayer since children light up crackers with agarbathies were distributed at the cracker shops.

The print nominee Epson was conceptualised by Saurabh V Doke and team. The idea behind the ad was to convey the quality of life-like printers that a photographer can expect from an Epson photo printer. The ad featured an image of a thorny stem on one strip and the tear marks on the opposite page.

Pavi Krishnan and the team were behind the Duroflex ad. The brand proposition of Duroflex has always been 'Bring out the romantic in you'. The idea of this ad was effectively conveyed by highlighting the absence of an employee on the daily muster.

Mudra South executive creative director Jagdish Acharya said, "We are extremely elated about this. All the nominations are for ads done for our mainstream clients. Our aim is to make all our work edgy and win awards on at least a few."

The ecstatic Mudra team feels the news of winning the nominations at the New York Festivals is a great high. Last year saw Mudra South win 11 awards in the advertising world - Abby, Chennai Ad Club and AAA. With the three nominations this year, the agency has a lot to look forward to.