Mudra to fuel ET's 'Power of Ideas'

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | January 21, 2009
The programme is The Economic Times' platform for inviting entrepreneurial ideas, a select few of which will be developed and nurtured for possible funding

The & #BANNER1 & # first win of the year for Mudra Mumbai is the creative duties of 'Power of Ideas', an entrepreneurial initiative from The Economic Times.

There was no formal pitch involved. "We were happy with the idea that Mudra had for Power of Ideas. Thus, the business was awarded to them," Neeti Chopra, brand director, The Economic Times, tells afaqs!

Mudra will work on the programme for around three months.

Arijit Ray, executive vice-president and head, Mudra Mumbai, says, "Mudra will be responsible for creating a buzz around this platform that ET has created for business ideas."

Bobby Pawar, chief creative officer, Mudra, says in an official communiqué, "We are looking forward to building excitement through different formats and messages."

The print campaign is expected to break today. The campaign is a call for entries and will be featured in The Times of India and The Economic Times. "Other print media that will be used are being worked out," specifies Ray.

The objective of the campaign is to activate interest and solicit participation from people who have entrepreneurial aspirations. Other mass media formats, including television, radio, activation and various other touchpoints, will also be used to build momentum from the first week of February.

Power of Ideas is an initiative by The Economic Times to encourage anyone with a business idea to realise his entrepreneurial dream. The selected ideas will be polished and nurtured with personalised guidance from mentors, before being submitted for possible funding to the single largest group of investors.

The events of the programme will unfold in The Economic Times.

Mudra won four businesses - HCC, Lavasa, Incredible India and the Great Indian Shopping Festival - in the last quarter of 2008 and thus ended the year on a good note.