Advertising Agency Analysis

Arwaa

History Structure Ideas and values of any noteworthy contribution Award and recognition Clientele Client portfolio Nationwide ranking Gross turnover Services

25th March - A G Krishnamurthy founded Mudra Mudra Ahmedabad was born with 15 employees, 500 sq.ft space, Rs 40,000 and Vimal as its first client. 25th March is still celebrated across all Mudra offices as Mudra Day.

Launch of Vimal ('Only Vimal') This is the brand that launched Mudra on its tryst with destiny. What began with sarees, moved towards suitings, shirtings and dress materials. The advertising used India's best known photographers and models and pioneered double spread colour ads. Cricketers such as Ravi Shastri, Allan Border and Vi Richards endorsed the brands, leading to the genesis of cricketers endorsing brands.

'I love you Rasna' campaign)

Launch of Rasna ( 'I love you Rasna' campaign) Rasna launched a soft drink concentrate with a range of nine flavours on a platform that offered both taste and economy. In 1986, Rasna became India's largest selling soft drink concentrate.

Launch of Videotec
Launch of Videotec Mudra Videotec pioneered sponsored programs on Doordarshan, and became well known for co-producing Rajini, Buniyaad, Ek Do Teen Char, Panchee, Udaan, Quiztime, Mr Yogi, Bodyline, Grammy's, Oscars, Living Legends, Live Aid, Spiderman, Miss Universe. Also produced India's first tele-film, Janam, followed by JeevanSandhya, Swayam.

Godrej Powder Hair Dye

Mudra launches Godrej Powder Hair Dye Godrej Powder Hair Dye was launched as a safe and natural dye. In 2008, it was re-launched as a hair colorant and called Godrej Expert Powder Hair Dye. Mudra also handles other brands in the Godrej portfolio such as Godrej No.1 soaps and Godrej Ezee. In a span of just 10 years, Godrej No. 1 has become the 3rd largest in the soaps category.

Reliance Khazana Reliance Khazana, was the first ever branded public issue, which signaled the branding of public issues. The 1987 Cricket World Cup, Paras account win Handled the Reliance Cup, which was the 1987 Cricket World Cup. Mudra's relationship with Paras Pharmaceuticals began this year, going on to build brands like Moov, Itchguard, Dermicool, Livon and Recova.

Nationwide growth, collaboration with DDB Needham Worldwide Mudra spread its wings - Delhi, Bangalore, Chennai and Hyderabad operations commenced. In 1990, Nestle walked in as the first MNC client. In 1990, Mudra signed a collaboration agreement with DDB Needham Worldwide.

Birth of Mudra Institute of Communications, Ahmedabad

Birth of Mudra Institute of Communications, Ahmedabad MICA is the first residential academic institution in the Asia-Pacific region, dedicated to meet the needs of the integrated Marketing Communications industry. Since it inception, MICA has produced nearly 1000 professionals in the field of advertising, communications & marketing and is the country's best communications school.

Launch of Dhara Sunflower Oil

Launch of Dhara Sunflower Oil (Dhara Dhara Shudh Dhara and 'My Daddy Strongest') Dhara Sunflower oil was under the umbrella brand Dhara in 1992. Positioned on the platform of absolute purity, the campaigns remain one of the most loved in the history of Indian advertising.

Nestle Polo launched. relationship with Samsung and Dabur begins

Nestle Polo launched. relationship with Samsung and Dabur begins The 'Mint with Hole' campaign was recognized as 'The Brand Launch of the Year'. This campaign was highly awarded across ad forums and categories like film, press and outdoor. It won the 'Campaign of the Year' award and was instrumental in Mudra winning the A&M 'Agency of the year' award. Mudra's Relationship with Samsung also begins this year, as does that of Dabur. In July, Mudra launches campaign for Maxtouch (The World in Your Pocket), which exists as Vodafone today.

McDonald's mein hai kuch baat

McDonald's enters the India market (McDonald's mein hai kuch baat) From being perceived as a westernized place for the rich to now being known as a family restaurant that makes you smile, McDonald's has taken a big leap in the consumer's mind. The change of perception was made possible through a carefully executed communication plan that also complemented the strategic changes in pricing and menu.; leading to an almost perfect example of a successfully executed campaign.

The Honest Shirt

Positioning of Peter England as 'The Honest Shirt', LIC's timeless baseline is born
The 'honest shirt' campaign helped Madura Garments attain sales of 2 million shirts in the year 1998. It achieved that figure within just four years and its the first brand in the mid-segment category to cross Rs. 100 crores in India. Further, the baseline for LIC, 'Zindagi ke saath bhi, zindagi ke baad bhi' was coined this year, something which continues to be used till today.

Reliance India-Mobile-Kar lo duniya muthi mein

Launch of Reliance Infocomm (Reliance India-Mobile-Kar lo duniya muthi mein) "Make a phone call cheaper than a postcard and you will usher in a revolutionary transformation in the lives of millions of Indians." Dhirubhai Ambani

Madhukar Kamath comes on board

AGK retires from the post of chairman and managing director of Mudra and Madhukar Kamath comes on board when Madhukar Kamath returned to take charge at Mudra after four years, there was a whiff of change in the air. Kamath, the new managing director and CEO, took over from founder AG Krishnamurthy (AGK) who had just retired. His first day of rejoining Mudra was AGK's last. "I had a halfhour conversation with AGK and he simply told me, You know Mudra, you've worked there. All the best'," recalls Kamath.

Is se sasta aur accha kahin nahin!

Mudra wins Big Bazaar (Is se sasta aur accha kahin nahin!) Mudra won the account for Future Group's hypermarket chain - Big Bazaar. The Biggest retail brand of India is also the fastest growing retailer of the world. Big Bazaar, a brand that celebrates Indianness in its own unique way, has revolutionized the way Indian consumers shop for daily needs. Over few years we have partnered in the brand's growth from seven stores through to 150, and grown the business four times from Rs. 1200 crores to Rs 4800 crores. During this journey, Mudra created successful properties such as the 'Great Indian Shopping Festival' - which generated business worth $ 130 million and attracted over 20 million walk-ins

Madhukar Kamath elected as AAAI President

Madhukar Kamath elected as AAAI President, going on to become ASCI chairman in 2008; Bobby Pawar Madhukar Kamath succeeded Srinivasan K Swamy, CEO, RK Swamy BBDO, as the President of the Advertising Agencies Association of India (AAAI) and in 2008, he assumed chairmanship of ASCI. Further, Bobby Pawar(pictured, left) comes on board from the US, as national creative director.

Ho toh BIG ho
Lauch of BIG TV (Ho toh BIG ho), Pratap Bose comes on-board Reliance ADAG made a big splash with the launch of its DTH offering - BIG TV. The creative concept is based on 'Life isn't for living small'. Within 50 days of its campaign launch, BIG TV received an unprecedented 500,000 installation requests. This is the fastest half million in the history of the DTH industry globally. The same year, Mudra was instrumental in the rebranding of the Union Bank of India ('Your dreams are not yours alone'). This involved fundamental changes such as the logo, as well the structure and processes of the organization. Mudra re-branded Union Bank of India by positioning it as a partner in fulfilling their consumer's dreams. 2008 was also in important year in attracting senior talent in the form of Pratap Bose, the former CEO of O&M India who joined the Mudra group as its chief operating officer (COO). He also serves on the Group's executive board. The year saw Mudra put up an impressive show at Cannes and Goafest.

Launch of Ignite Mudra,

Launch of Ignite Mudra, Volkswagen's brand campaign Mudra Group launched a specialist agency in Ahmedabad called Ignite Mudra, to cater to the brand building needs of entrepreneurs nationally and internationally. The same year, DDB Mudra also unveiled Volkswagen's first brand campaign. To kick-off VW's brand campaign, DDB Mudra created a never done before print roadblock. On November 11th, 2009, 68.6 lakhs readers* were introduced to Volkswagen. The Times of India, India's largest selling English news daily, was blocked nationally by a single ad.

Mudra Rebranding Mudra House Mudra Groups corporate brandhas free Mudra House, home to over 450 the hands from the rigid roundel and Mudraites in Mumbai provides an exciting replaced the solid red circle with the work-place bustling with warmth, brush stroke, denoting experimentation, creative energy and innovative ideas. The energy and dynamism. Additionally, the traditional warli art motif infuses a spirit quote marksymbolises conversation for of community through-out the building. Mudra India; the degree denotes influence Mudra House has been certified as an for DDB Mudra; the forward mark signifies environmentally sustainable construction maximal impact for Mudra Max; and the and has been awarded the Gold on button symbolizes a spark of ideas for certificate by LEED. Ignite Mudra.

Services offered @

Starting with just one client and a single room office, Mudra India is one of the leading agency networks offeringBranding & Communication Solutions in the country today.Mudra India has four strategic business units - Mudra West, Mudra South, Mudra North & East that specialise in Advertising and Brand Management Water - a Strategy & Design Consulting unit and Maatra - a Localization & Pre-media Specialist. Mudra India has been responsible for several iconic campaigns over its 30 year history, including Only Vimal, I Love You Rasna, My Daddy Strongest, The Mint with the Hole, McDonalds Mein Hai Kuch Baat and Kar Lo Duniya Mutthi Mein, amongst others. Mudra India clients include Godrej Group, Future Group, LIC, United Spirits, Emirates, Dabur, Aditya Birla Nuvo, Union Bank of India, Bank of Baroda, HCC , Bennett Coleman & Co. From humble beginnings, Mudra India is now one of the leading advertising agencies across the country, its meteoric rise driven by some epochal work. It has a network of six offices in Mumbai, Delhi, Kolkata, Bangalore, Chennai and Kochi. Mudra India clients include Godrej, Madura Garments, LIC, HBO, UB Group, Union Bank of India, Bank of Baroda, Future Group, TTK Prestige, Federal Bank, Emirates, Malayala Manorama, HCC, Lavasa, Incredible India, Dabur, The Economic Times, Jockey, L&T Mutual Funds, Jos Alukkas, Femina, Lonely Planet, Philips, Jaypee Group, Kalpataru Real Estate, Huawei Telecom, Electrolux and Kerala Tourism. Apart from his passion for advertising, Ranji loves nature and wild life. He always looks forward to a weekend in Kabini or Mudumalai. Ranji's wife Roshini is a Montessori teacher by profession and enjoys running a book club for children. Ranji and Roshini have two children - Suzanne and Steven.

Ranji Cherian Executive Vice President & Head Mudra South

Ranji leads the advertising business of Mudra South, an SBU of Mudra India which has offices in Bangalore, Chennai and Kochi. His vision for the Mudra Group is to build a robust business portfolio as well as craft a strong reputation for the agency in the region. Ranji has over 17 years of experience and has handled a variety of clients across categories automobiles, media, software, tourism, detergents, organized retail, Internet amongst others.

His last assignment at JWT was to lead the Ford business in India as the Director-In-Charge and Ranji was instrumental in launching the Ford Fiesta in India. This launch communication program earned global recognition at the WPP's 2007 Worldwide Partnership Program for being one of the most integrated programs in the

Water is the brand strategy and design consultancy SBU under Mudra India. Water operates in the domain of high end consulting and offers services along the entire branding value chain - brand strategy, identity design and experience design. Water aims to provide expertise and solutions that match those of best-in-class strategy and design firms globally. Water clients include Union Bank of India, Godrej Tyson, TERI, Etisalat, Reliance Metro, Amrutanjan and ING,HMEL (HPCL Mittal Energy Limited), Novartis, Reliance Infrastructure, Jafra and Vaibhav Empire.

Ashish Mishra Chief Strategist & Head Water

Ashish Mishra

With over 13 years of experience in the field of Advertising and Marketing Communications, Ashish currently heads Water, Mudra Groups brand strategy and design consultancy unit. Water works with Godrej Tyson, Etisalat, Novartis, Care India, Reliance Metro and TERI among others. With Ashish at the helm, Water has won The IAA First Creative Lantern Award for Lighting a Billion Lives and The CPAA Award for designing health warnings for cigarette packs. He instituted and headed the Strategic Planning function at Mudra Advertising. He is a brand strategy expert and plays an instrumental role in creating brand strategies for Godrej Group, Reliance India Mobile, Union Bank, Godrej Expert, Real Good Chicken & Yummiez, Care India, Calcium Sandoz, Etisalat, Lighting a Billion Lives. He has been a key strategy person for global brands in India such as Philips, J&J, Clorox, SC Johnson and Lipton. He was the Interbrand India Consultant for the Godrej rebranding project and champion of the business forecasting tool CultureSign and DDBs Global Thought Leader. Ashish has completed his graduation from St. Stephens, Delhi and is an MBA from IMT Ghaziabad. An avid traveller and movie buff, he also loves to read and write.

Clients

About

Maatra offers localization and other pre-media services based on its best-in-class capabilities in operations and project management for integrated communications execution. Its core focus is to provide comprehensive services such as communication globalization, translation, localization across markets and languages. Backed by a team of highly skilled professional and high-end technology, Maatra can deliver all communication requirements 24x7. It has facilities in two locations and representative offices in the US.

S.Radhakrishnan President & Head Maatra

S. Radhakrishnan (Radha) has been with the Mudra Group for over 16 years. He currently heads Maatra, a part of the Mudra Group that offers localization and other pre-media services. It offers best-in-class capabilities in operations and project management for a complete integrated communication execution. Radha is an alumnus of IIM Bangalore and from NIT, Trichy. He has over 22 years of experience in strategizing for brand business and advertising and previously worked for Leo Burnett and RK Swamy BBDO. Radha has headed the Mudra South business for 4 years. He believes in partnering clients and their business for mutual growth. He has worked in various categories like FMCG, Durables, Technology, Lifestyle and Retail. Brands that Radha has worked closely on include Peter England, McDowells No.1, Signature Whisky, DSP Black, Henko, Van Huesen, Monsterindia, Compaq, Hercules Cycles, MK Switches, Prestige, Dhara, RmKV and Paragon, amongst others. He has been closely involved in many brand launches. His passion is teaching and this takes him as a faculty to different management schools. When he is not teaching, you can find him driving, reading, watching old movies or listening to music. He lives with his wife Janani, a Chartered Accountant and daughter Sindhu who is currently pursuing engineering.

DDB Mudra comprises four strategic business units, DDB India, Tribal DDB India, RAPP India and DDB Health & Lifestyle. Each SBU provides its clients specialized solutions for Influence & Behavioural Change inits respective fields, namely Advertising and Brand Management, Interactive and New Media, Data Driven Marketing Services and Health & Lifestyle. In India, it has 175 employees across 5 offices.
DDB Mudra clients include Volkswagen, Philips, Bajaj Allianz Insurance, Henkel, Johnson & Johnson, Bajaj Allianz Insurance, MTV , Wrigley, HP, Hindustan Unilever, ADAG, ITC, Novartis, Unicef, Standard Chartered and Singapore Tourism Board.

Sandeep Vij Executive Director & CKO - Mudra Group CEO - DDB Mudra
Sandeep is a part of the Executive Board and is also the Chief Knowledge Officer of the Mudra Group. As the CEO of DDB Mudra (the Influence and Behavioural Change Agency), Sandeep oversees DDB India, Tribal DDB, Rapp India and DDB Health & Lifestyle. Sandeep has over twenty five years of cross-functional experience that has helped build a number of powerful brands in India including Nestle, McDonalds, Dabur, Frito Lay, Samsung, Mitsubishi, Reckitt Benckiser, Henkel, J&J, Wrigley, Philips, Apollo DKV and Volkswagen. In 2000, Sandeep co-founded agencyfaqs!, one of the worlds largest websites for advertising and media. Sandeep lives in Delhi with his wife, their twin daughters and two golden retrievers. He enjoys rock music, is distracted by technology and loves hitting the road

DDB India is a destination for talented people united by their belief in the power of creativity. DDB India believes in offering remarkable solutions that make clients more influential whether it is a 30 second TVC, digital or a one-on-one experience that creates an influence cascade.
DDB India clients include J&J, HUL, Henkel, Volkswagen, Reliance ADAG, AIG Corporate and Tourism Australia.

Tribal DDB India is a part of the Tribal DDB Worldwide network. It is Indias leading full service creative digital agency which offers end-to-end digital branding solutions. Tribal DDB India specializes in building brands across all interactive forms of new media. Its services include strategic consulting, creative execution, online media planning and campaign management and search engine optimization. Tribal DDB Worldwide network was featured in Advertising Ages Alist2008 as one of the most revered and awarded advertising firms. Tribal DDB Indiaclients include Reliance ADAG,Citibank, LIC, Nike, MTV, UTV and Singapore Tourism Board among others.

RAPP (India) is a part of the RAPP Worldwide network. RAPP has built platforms, tools and processes that provide sophisticated insights and help clients with compelling consumer experiences executed across all relevant touch points. A data-centric and data-driven marketing communications agency, RAPP offers compelling creative business solutions that produce results at the best ROI. It provides direct response customer management, brand identity development, customer acquisition and activation.

RAPP (India) clients include Tata AIG Life, MotilalOswal Securities, HDFC Bank, Flora 2000, ABN Amro and Deccan Cargo.

Ignite Mudra - Partnerships for Entrepreneurs, a specialist agency that caters to the complete brand building needs of entrepreneurs across geographies. The agency provides entrepreneurs a consortium of experts in areas as diverse as project management, finance, human resources, corporate governance, law, taxation, IT, etc. to help them build successful, enduring brands. Ignite Mudra, the erstwhile Mudra Ahmedabad, has built memorable brands for several entrepreneurial ventures in the past three decades, such as Reliance (Vimal), Paras Pharmaceuticals (Itchguard, Dermicool, Moov, Krack, Recova, Livon) Electrotherm (YObykes), Symphony Limited, Zydus Cadila (Nutralite), Vinsura Wines and many others. This legacy has given Ignite Mudra an intuitive understanding of the brand building needs of entrepreneurs.

Sudarshan Banerjee Head Ignite Mudra

Sudarshan as EVP & Head of Ignite Mudra will spearhead Mudra Groups specialist agency that caters to the complete brand building needs of entrepreneurs across geographies. Before taking up this role, Sudarshan has been a Vice-President with Mudra India for the last 2 years, leading the new business agenda in the Mudra West operation. He has also been responsible for the Mudra Groups foray into His current interests outside of work include active social networking, playing squash and urban biking. the Social Media space by actively evangelizing the new wave. An MBA in Marketing & PG in Mass Communication, Sudarshan has 14 years of work experience in the industry.In the quest for being a complete Advertising professional, hes done account planning, account management,digital & BTL advertising in agencies such as Bates, Euro RSCG, Grey and Saatchi & Saatchi. Apart from this, he has played a leading role at iContract and Genesis, before joining Mudra. Sudarshan has acquired experience working across the key metros in India: Kolkata, Delhi, Bangalore & Mumbai. He has also had exposure to working in and liasoning with clients in regional & international markets. Over the years he has worked on diverse product categories such as beverages, health care, aviation, automobiles,cement, tyres, banking and personal care on clients such as Coca Cola, P&G, ITC, BAT, Reckitt Benckiser in the FMCG arena. Also Emirates Airlines, Lafarge, Good Year, GSK, Mother Dairy, Emami, HSBC, Tata Indicom, VSNL, Shopper's Stop, DNA, TOI, Onida, Bharati Axa, TVS, AOL, Philips, Electrolux and Travel Guru amongst others.

Mudra Max (Integrated Engagement & Experience), provides multi-speciality expertise to help build brands in the age of convergence. Mudra Max consists of 16 strategic business units that provide clients seamless solutions across a wide array of media touch points Connext (Business Solutions Through Media), RADAR (Connecting Brands & Consumers through Media), Primesite (Out-of-Home Solutions), PrimeConsult (Outdoor Environment Consulting), PrimeRetail (Retail Design & Visual Merchandising), PrimeWayfinding (Navigation Solutions), Kidstuff (Promotional Marketing), StreetSmart (Ambient Out-of-Home Solutions), Multiplier (Trade Marketing), Celsius (Integrated Events Management), Videotec (Brands + Entertainment), 10 Integrated (Sports Marketing), Terra (Bottom Of the Pyramid Marketing), Pratham (Field Force Managments), Mudra Concrea (Youth Marketing) and ClearChannel Mudra (Global Out-of-Home Solutions). In 2010, Mudra Max was awarded the Specialist Agency of the Year ( India & Sub- Continent) at Campaign Agency of the Year ( APAC). Mudra Max clients include Nike, HUL, Pepsi, Aircel, ITC, United Spirits, Wipro, Reebok, Western Union, Times Group, MTV, Delhi Metro, Samsung, Castrol, Viacom18 - Colors, Asian Paints, SAB Miller, Cartoon Network, Philips and Wrigleys.

Awards & Ranking

International Awards won 252 ( Cannes , D&AD, Clio, One Show , Ad Fest, Communication Arts, New York Festival & others) National Awards won 931 (Abby,CAG, Emvies, Ad Club , PMAA, AAAI, OAC Awards, Showcase of India & others) Agency of the year for the eighth time

Mudra's founder AG Krishnamurthy, has been honoured multiple times Brand Equity Ad Agency Reckoner - 2010: Mudra India ranked No.5 DDB Mudra ranked No.7 Mudra Max ranked No.11 Tribal DDB India ranked No.5 Mudra Max wins Campaign Asia Pacific - Agency of The Year, India and Subcontinent Specialist Agency 2010 DDB Mudra's campaign for Volkswagen Vento wins 'Most Innovative Campaign' of the Year by NDTV Profit 2011 Tribal DDB India bags Gold at Yahoo's Big Idea Chair Awards 2011 Calcutta Ad Club Hall of Fame A & M Ad person of the year Media International, one of the 25 key figures of the international Ad Industry AAAI Premnarayen Award in recognition of pioneering spirit and entrepreneurial vision Mudra South is the Agency of the year at the Pepper Awards 2009 at the Ad Club, Kochi