‘Kar lo duniya mutthi mein’; and Mudra for sure has an ambition to straddle the world!
Once upon
a time, Mudra was a star among stars. In a MNC dominated world, it proudly wore Indianness on its sleeve and demonstrated high levels of excellence. Today, every nook and cranny of Mudra’s office in Lower Parel in Mumbai, speaks volumes about that golden period. Those days maybe over, but the spirit lives on...
The year was 1976 when A.G. Krishnamurthy joined Reliance Industries as an Advertising Manager. Four years down the line, AGK (as he’s popularly known now) went to the Late Dhirubhai Ambani with the proposal of starting their own advertising agency. In his true entrepreneurial spirit, Ambani jumped at the idea. He gave him Rs.35,000 a locker along with its key and asked him to create the best textile advertising in the country. Mudra was born!
It started
with only one client, Vimal in a 500 sq. ft. office in Ahmedabad. Soon other clients followed, Rasna, Nelco, McDonald’s, et al. Those were heydays and there was path-breaking advertising, ‘Only Vimal’, ‘I Love You Rasna’, ‘Humko Binnie’s Mangta’, to name just a few. Mudra gave the industry its many ‘firsts’ (first ever double-spread colour ads, first advertising institute MICA and many more). Within a short span of nine years, Mudra became the No.1 agency in the country.
The country’s first in-house agency that started with only one client, today boasts of an eclectic mix of Indian and MNC clients. Madhukar Kamath, MD & CEO, Mudra (he took over after AGK retired in 2003) explains, “In the multinational space we have clients like Philips, Johnson & Johnson (J&J), Unilever, and among Indian brands there’s Godrej, LIC, Big Bazaar, SBI, HPCL, R-ADAG, Air India, Madura Garments, et al.”
Today, Mudra might have lost its identity as a trailblazer, but in this age, when MNC agencies have gobbled up almost all big agencies of the country, it holds its head high as being only aligned with a global network (Omnicom’s DDB has a 10% stake in it) and retaining its name that is still very Indian.
If global alignments were the need of the hour, so was providing complete communication solutions to its clients. In 2005, Mudra launched Tribal DDB Worldwide to offer interactive solutions. Talking about Mudra’s sister concerns, Madhukar says, “We charted a path and metamorphosed the agency into a complete communication solution provider. We created Canvas Communications that is based in Ahmedabad and Interact Vision that handles smaller businesses. There is DDB Mudra here, which handles the J&J account.” Apart from these, Mudra, which is now over Rs.10 billion, has its media arm – OMS (Optimum Media Solutions) and a focussed communications services wing that has units like Rapp Collins India (direct response), Kidstuff Promos & Events (promotional marketing services), Primesite (outdoor) and Mudra Health & Lifestyle.
The year 2003 saw the launch of the very successful campaign for Reliance Infocomm (Kar lo duniya mutthi mein). Madhukar recalls the work done on Godrej Hair Dye, where the task at hand was to expand the market. He’s also extremely proud of the work done on SBI Debit Card last year, where the challenge was to create awareness. The outcome was an astonishing idea of welcoming the customer to a cashless world.
Vimal had an untimely death (though it is being revived now) and spunkier drinks have overshadowed the little girl who said, ‘I Love You Rasna’. Just like these brands, Mudra too has been overshadowed by the O&Ms and the Lowes. But, doesn’t it take guts to not give in to the many charms of an MNC and continuously fight tooth and nail to remain in the top ten? Yes, it does!
Edit Bureau: R. Prasad
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
For More IIPM Info, Visit Below....
IIPM - Admission Procedure
Why Study Abroad When IIPM Gives You 3 global Advantages!
The Sunday Indian - India's Greatest News weekly
IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES
IIPM, GURGAON
ARINDAM CHAUDHURI’S 4 REASONS WHY YOU SHOULD CHOOSE IIPM...
IIPM Economy Review
Once upon
a time, Mudra was a star among stars. In a MNC dominated world, it proudly wore Indianness on its sleeve and demonstrated high levels of excellence. Today, every nook and cranny of Mudra’s office in Lower Parel in Mumbai, speaks volumes about that golden period. Those days maybe over, but the spirit lives on...The year was 1976 when A.G. Krishnamurthy joined Reliance Industries as an Advertising Manager. Four years down the line, AGK (as he’s popularly known now) went to the Late Dhirubhai Ambani with the proposal of starting their own advertising agency. In his true entrepreneurial spirit, Ambani jumped at the idea. He gave him Rs.35,000 a locker along with its key and asked him to create the best textile advertising in the country. Mudra was born!
It started
with only one client, Vimal in a 500 sq. ft. office in Ahmedabad. Soon other clients followed, Rasna, Nelco, McDonald’s, et al. Those were heydays and there was path-breaking advertising, ‘Only Vimal’, ‘I Love You Rasna’, ‘Humko Binnie’s Mangta’, to name just a few. Mudra gave the industry its many ‘firsts’ (first ever double-spread colour ads, first advertising institute MICA and many more). Within a short span of nine years, Mudra became the No.1 agency in the country.The country’s first in-house agency that started with only one client, today boasts of an eclectic mix of Indian and MNC clients. Madhukar Kamath, MD & CEO, Mudra (he took over after AGK retired in 2003) explains, “In the multinational space we have clients like Philips, Johnson & Johnson (J&J), Unilever, and among Indian brands there’s Godrej, LIC, Big Bazaar, SBI, HPCL, R-ADAG, Air India, Madura Garments, et al.”
Today, Mudra might have lost its identity as a trailblazer, but in this age, when MNC agencies have gobbled up almost all big agencies of the country, it holds its head high as being only aligned with a global network (Omnicom’s DDB has a 10% stake in it) and retaining its name that is still very Indian.
If global alignments were the need of the hour, so was providing complete communication solutions to its clients. In 2005, Mudra launched Tribal DDB Worldwide to offer interactive solutions. Talking about Mudra’s sister concerns, Madhukar says, “We charted a path and metamorphosed the agency into a complete communication solution provider. We created Canvas Communications that is based in Ahmedabad and Interact Vision that handles smaller businesses. There is DDB Mudra here, which handles the J&J account.” Apart from these, Mudra, which is now over Rs.10 billion, has its media arm – OMS (Optimum Media Solutions) and a focussed communications services wing that has units like Rapp Collins India (direct response), Kidstuff Promos & Events (promotional marketing services), Primesite (outdoor) and Mudra Health & Lifestyle.
The year 2003 saw the launch of the very successful campaign for Reliance Infocomm (Kar lo duniya mutthi mein). Madhukar recalls the work done on Godrej Hair Dye, where the task at hand was to expand the market. He’s also extremely proud of the work done on SBI Debit Card last year, where the challenge was to create awareness. The outcome was an astonishing idea of welcoming the customer to a cashless world.
Vimal had an untimely death (though it is being revived now) and spunkier drinks have overshadowed the little girl who said, ‘I Love You Rasna’. Just like these brands, Mudra too has been overshadowed by the O&Ms and the Lowes. But, doesn’t it take guts to not give in to the many charms of an MNC and continuously fight tooth and nail to remain in the top ten? Yes, it does!
Edit Bureau: R. Prasad
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
For More IIPM Info, Visit Below....
IIPM - Admission Procedure
Why Study Abroad When IIPM Gives You 3 global Advantages!
The Sunday Indian - India's Greatest News weekly
IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES
IIPM, GURGAON
ARINDAM CHAUDHURI’S 4 REASONS WHY YOU SHOULD CHOOSE IIPM...
IIPM Economy Review
