Mudra integrates all specialist units under Mudra Max

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | May 07, 2009
These units will keep their respective identities but will be a part of Mudra Max

The Mudra Group has integrated its 12 specialist offerings under the Mudra Max banner. Tribal DDB India (interactive and new media), Rapp (relationship marketing), Primesite (out of home), Kidstuff (promotional marketing), Multiplier (trade marketing), Mudra Videotec (entertainment marketing), Celsius (integrated events solutions), Terra (integrated rural solutions), 10 Integrated (sports marketing), Prime Retail (retail and visual strategy), Prime Consult (outdoor environment consulting) and Prime Green (solar enabled media) are now part of Mudra Max.

In early 2008, Mudra integrated its media services under the Mudra Max banner. A separate agency, RADAR handled the Reliance ADAG business, while Connext handled the rest of the businesses. Mudra Marketing Services does not exist anymore, as all the units are now under the Mudra Max banner.

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While Mudra Max was known as a media agency earlier, with this development, there may be a change in its perception. Pratap Bose, chief executive officer, Mudra Max says that this move will, in fact, increase the scale of the agency.

Mudra Max now has close to 425 employees. All the employees will soon be housed under a new roof, as Mudra Mumbai plans to move to a bigger office by the end of the year.

Bose says, "The planning for the integration has been going on for the past seven months or so; that explains the launch of these specialist units." He also says that another three to four specialist units will be launched by the end of the year. These units will either be joint ventures, could be acquired or could be new entities. The new units will work in the retail and mobile marketing sectors.

In an official communiqué, Madhukar Kamath, managing director and chief executive officer, Mudra Group, says, "Mudra Max will now be an agency that drives integrated communications planning and implementation. Max offers not just ideation capabilities and a media-neutral point of view, but a proven capability to execute as well."

Mudra Max's clients include Reliance ADAG, HDFC Bank, Times Group, Pepsi, Amway, Nike, Citibank, TVS Motors and Tata AIG Life among others.