Mudra acquires Kidstuff, specialists in below-the-line

Mudra Communications has acquired Kidstuff Promos and Events Company (KPE), a promotional marketing services company that is involved in all aspects of below-the-line activities. Mudra will now hold majority stake in this company.

Madhukar Kamath, MD and CEO – Mudra Communications Pvt. Ltd., said “Promotional marketing today has taken up the marketer’s challenge and evolved from a short term volume building and tactically based discipline into a strategic range of communications options resulting in sales generation. The promotional marketing industry in India is also expected to double from Rs 500 crore in 2004 to about Rs 1,000 crore by 2005. Hence with the acquisition of Kidstuff we can now tap into this huge market and simultaneously provide all of our clients with ‘below the line offering’. Following our aggressive growth strategy we believe we have the first mover advantage in offering this to the market.”

Pankaj Wadhwa, MD, Kidstuff Promos and Events said, “Today, as the number of brands in the Indian market grows, product differentiation will become a challenge and this differentiation will come from the experience each company provides through their respective campaigns via promotional marketing. The promotional marketing industry has also been growing worldwide. Hence now onboard Mudra, we definitely hope to bring value to our clients through creative and design, research and data management, and access to a larger canvass.”

In the present year, the Mudra Group is poised to exceed a turnover in excess of Rs 10 billion. KPE is involved in all aspects of below-the-line activities to promote and expand the reach of various brands. Its clients include HLL, Intel, Bausch & Lomb, Discovery Channel, Pepsi, Cartoon Network, ITC Foods and several others.

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