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Mudra Group officially inaugurates Mudra House

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | October 19, 2010
The group's new office building in Mumbai will be home to its four agency networks, housing more than 450 employees; Mudra House has also secured a LEED Gold certification

Three years into the making, the Mudra Group, in its 30th year, inaugurated Mudra House, its eight storeyed building in Mumbai. The move comes close on the heels of the group unveiling its new brand identity last month.

The building, situated opposite the Grand Hyatt in Mumbai, will be home to more than 450 employees of its four agency networks - Mudra India, DDB Mudra, Mudra Max and Ignite Mudra.

Boasting of state-of-the-art technology, Mudra House also displays a touch of tradition with the traditional 'Warli' art that one can see all over the interiors. The centuries old tribal art form Warli originated in the Thane district of Maharashtra and is a two-dimensional style with no perspective or proportion. It is simple and linear, with the maximum use of triangular shapes.

The art style appears through each of the floors in different forms, expressing the ambience in that particular floor or room. The meeting and conference rooms on each floor are named after popular community places in India such as Jantar Mantar, College Street, Chor Bazaar, Ganga Ghaat, Howrah Bridge and Dhobi Ghaat.

Mudra House also boasts of being one of the few buildings in India with a LEED Gold certification. LEED is an initiative conceptualised and promoted by United States Green Building Council that provides a suite of standards for environmentally sustainable construction. LEED certified buildings are designed to use resources more efficiently when compared to conventional buildings.

In India, currently, there are about 134 certified buildings, of which 17 are in Mumbai. Mudra House is among the eight buildings to get a gold certification.

Commenting in a press statement, Madhukar Kamath, chief executive officer and managing director, Mudra Group says, "It is a proud milestone for us. Mudra House is not just our headquarter but home for more than 450 Mudraites in Mumbai, an exciting work place bustling with warmth, creative energy and innovative ideas. It is a perfect launching platform for the next decade of growth through inventive brand solutions for our clients."

In a related development, the group also launched its corporate WAP site. The site is accessible through the camera on all smart phones by pointing at the Quick Response (QR) codes. The information encoded will be the profile of the executive board members. It will also be possible to further navigate into the Mudra Group and its agency network.

A QR code is a two dimensional code readable by QR scanners, mobile phones with cameras and smart phones. The code consists of black modules in a square pattern on white background.

The group also launched a Social Media Hub, wherein its social media presence has been aggregated to just one URL. The innovations have been conceptualised and developed by Tribal DDB India.

Commenting on the same, Max Hegerman, president, Tribal DDB India, says, "Business has always been about the effective transfer of information. Technology has the means to distribute the information in ways that are more meaningful and conducive to the way people live and work today - which is inherently more social."

"Tribal DDB has come up with not just a comprehensive new web site for the Mudra Group but has also enabled us through the Social Media Hub to tap into the growing importance of social media. I am thrilled with its QR code and WAP solutions," says Kamath.

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