Mudra high on Celsius

After Terra and Water, Celsius, the third launch, is the event solution outfit by the Mudra Group

Mudra is on a launch spree. Celsius is the third outfit launched by the agency in the third consecutive month. Adding brand strategy and design consultancy to the agency's kitty, the first outfit to be launched in August was Water. Terra, the integrated rural solutions outfit, followed in September. Now, Celsius adds event solutions to the platter of services offered by the group.

While focussing on providing event solutions to clients, Celsius will also look at developing experience measurement tools to help clients measure the return on investment (ROI) of their activities. Initially, the operations of the outfit will be limited to the top metros. Subsequently, it will spread its footprint to about 20 more cities with the help of Kidstuff, the agency's promotional marketing unit.

Talking to afaqs!, Pratap Bose, chief operating officer, Mudra Group, says, “There are a lot of agencies which have attempted to set up event solution units in the past, but have failed. With only two options, the creation of a separate unit and the acquisition route, the latter seems to have worked. Individual units have failed probably because they are considered to be small promotional event (read launch) managers, when actually it is much more than that.”

Pratap Bose

Vandana Verma

“Mudra aims to use events as one of the arms of the 360 degree thinking of the agency. It is the creation of the idea behind the event that matters more than anything else. Clients also like to take advantage and go beyond simply a launch,” he adds.

Vandana Verma, former head, Ogilvy Live, North, has been roped in to head Celsius. She has an experience of almost a decade in the events and entertainment business. Her strength lies in creating large format entertainment concepts. She has designed and produced festivals of performing arts and various live events in the UK, Singapore, Indonesia, Australia, New Zealand and India along with their broadcasting on television.

At Ogilvy Live, she has worked on the events for clients such as Motorola, American Express, Nestle, Unitech and Coca-Cola.

In an official release to the press, Madhukar Kamath, chief executive officer and managing director, Mudra Group, says, “The group is committed to leading the evolution from communication to engagement. Celsius is a step in this direction; it strengthens our brand experience offering.”

He adds, “We now have a top quality events team in addition to our existing talents in relationship marketing, digital branding, trade and consumer promotions. We’re creating competencies that marketers need to build valuable brands. Celsius will help brands come closer to customers in more engaging and meaningful ways.”

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