MUMBAI: Mudra West, a strategic business unit of Mudra India, has won the creative mandate for Emirates airlines.

The digital duties of the aviation company is going to be handled by Tribal DDB India, a SBU of DDB Mudra..

The mandate was handed out to Mudra following a multi-agency pitch.

Mudra West president Arijit Ray said, "Emirates is one of the most prestigious global brands in the aviation space. It has built a formidable reputation as a world class airline over the last decade or so. We look forward to working closely with the brand team to build and consolidate the position that the brand has owned over the past few years. What is also significant is that it was a integrated pitch effort and Tribal DDB will work closely with the brand team on the digital strategy & creative".

Since Emirates is the official partner of the 2011 ICC Cricket World Cup, Mudra West will work with its brand team in order to develop a communication package for this event.

Tribal DDB India president Max Hegerman said, "This effort was about as seamless as it gets. It was really about thoroughly developing an idea - and from Tribal DDB India‘s perspective, bringing it alive in the digital space. We enjoyed partnering with Mudra, and are incredibly excited to be working side-by-side with them on an account as prestigious as Emirates. Especially since digital appears to be a very important part of their marketing mix."

The account will be handled out of the Mumbai offices for both Tribal DDB India and Mudra West.