Mudra Communication Final

8/8/2019 Mudra Communication Final

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Introduction

One client Vimal and a 500 sq ft office that was Mudra in the year 1980They were a small

agency tucked away in Ahmadabad with one clearly Articulated goal to be a top 5 agency .there

ambition with an almost manicobsession by creating the best contemporary advertising that had

our client and other people taking notice.

As a young agency operating out of Ahmadabad its growth was driven helping small business

with big ambition explode their brands to the country at large. Within 9 years they were the

largest Indian advertising agency

Mudra Communications Pvt. Ltd. operates as a marketing communications agency. It offers

advertising, brand strategy and design consulting, localization and pre-media, as well as strategic

planning, brand management, and creative services. The company provides services through

radio, activation, online, film, and print modes. Mudra Communications Pvt. Ltd. was founded in

1980 and is based in Mumbai, India

Headquarters Mumbai Area, India

Industry Marketing and Advertising

Type Privately Held

Status Operating

Company Size 501-1000 employees

Founded 1980

Key Executives

Mr. Madhukar Kamath Chief Executive Officer and Managing Director

Mr. A. G. Krishnamurthy Founder

Mr. Dilip Upadhyaya Chief Financial Officer

Mr. Pratap Bose Chief Operating Officer

Mr. Soumitra Sen President of Mudra Brand Therapist



Year wise company Details

1980

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 in 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. Crickets such as Ravi Shastri, Allan Border and Vi Richards endorsed

the brands, leading to the genesis of cricketers endorsing brands.

1983

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.

1984

Launch of video tec Mudra Videotec pio-neered sponsored programs on Doordarshan,

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 Univers. Also produced India's first tele-film, janam, followed by jeevan sandhaya,

swayam

1985

Mudra launches Godrej Powder Hair Dye Godrej Powder Hair Dye was launched as a

safe and natural dye. In 2008, it was relaunched as a hair colourant 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 soap category.



1986

Reliance Khazana Reliance Khazana, was the first ever branded public issue, which

signaled the branding of pubic issues.

1987

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.

1989-1990

Nationwide growth, collaboration with DDB Needham Worldwide Mudra spread its

wings - Delhi, Bangalore, Chennai and hyderabad operations commence.

In 1990, Nestle walked in as the first MNC client.

In 1990, Mudra signed a collaboration agreement with DDb Needham Worldwide

1991

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.

1992

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.



1995

Nestle Polo launched. relationship with Samsung and Dabur begins The 'Mint with

Hole' campaign was recognizes 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's Launches campaign for Maxtouch (The World in Your

Pocket), which exists as Vodafone today.

1996

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.

1997

Positioning of Peter England as The 'honest shirt' campaign helped Madura Garments

attain sales of 2 million shirts in the year 1998. It achieved that figure within just 4 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.

2002

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



2003

AGK retires from the post of chairman and managing director of Mudra and

Mudhukar 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 hal-hour

conversation with AGK and he simply told me, You know mudra, you've worked there.

All the best'," recalls Kamath.

2004

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 fiew years we have partnered in the brand's growth from 7 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, going on to become ASCI chairman

in 2008; 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, right) comes aboard

from the US, as national creative director.

2008

Lauch of BIG TV (Ho toh BIG hoPratap 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 thefastest 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 it was 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 also saw Mudra put up an impressive show at Cannes and Goafest.

2009

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 adv



Awards and Achievements

International Awards won 230 (Cannes , D&AD, Clio, One Show , Ad Fest,

Communication Arts, New York Festival & others)

National Awards won 825 (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 honored multiple times

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



BRANDS BEING ADVERTISED BY MUDRA COMMUNICATIONS.



Inventive Brand Solutions being provided by Mudra communications

The future is both exciting and unpredictable.

Technology has enabled the democratization of information, media and marketplace.

Brand control has now been transferred to the consumer.

This has created a flux, throwing up challenges and newer opportunities for brand

communications. The need for the day is engaging dialogues with consumers rather than one-

way brand monologues; channel planning as opposed to media planning.



With the big idea being replaced by many experience and engagement ideas and control being

replaced by collaborative productions and influence, the new creativity is all about- Curiosity,

Empathy, Imagination and Experimentation.

Based on these 4 pillars and our core values of entrepreneurial ambition and the "can-do" spirit,

Mudra Group now offers its partners Inventive Brand Solutions.

Through the platform of Inventive Brand Solutions, Mudra Group provides clients with a

forward-looking amalgam of the Group's many specialist capabilities. Rather than look at

marketing problems in silos, Inventive Brand Solutions believes in resolving broader issues for

its partners through ideas that are inventive, engaging and enriching for consumers.

The Group's new brand identity also incorporates the element of inventiveness and

experimentation. The new corporate brand sees the historical symbol of Mudra, 'the hands', freed

from the rigid roundel. Replacing the solid red circle is the fresh graphic device of the 'brush

stroke'. Denoting experimentation, energy and dynamism, the brush stroke signifies the

commonest human behavior when trying something new- be it a crayon, a pen or the artists'

brush.

The brush stroke is also an integral part of the branding of the 4 agency networks. Each agency is

now qualified by a unique symbol- the quote mark, a symbol of conversation for Mudra India;

the degree symbol denoting influence for DDB Mudra; the forward mark symbolizing maximal

impact for Mudra MAX; and the 'on' button symbolizing a spark of ideas for Ignite Mudra.

Documents

Mudra Communication Final