Mudra's strategic business unit Water on a winning spree

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | October 20, 2010
The companies that have engaged the brand strategy and design consultancy are HMEL (HPCL Mittal Energy Limited), Reliance Infrastructure, Jafra, Vaibhav Empire and Novartis

Water, the strategic business unit of Mudra India - the branding and communications agency of the Mudra Group, has recently bagged five projects in the areas of brand strategy, identity design, brand architecture and environment design. The companies that have engaged the brand strategy and design consultancy are HMEL (HPCL Mittal Energy Ltd), Reliance Infrastructure, Jafra, Vaibhav Empire and Novartis.

Commenting on the wins, Ashish Mishra, chief strategist and head, Water, says, "Water is an upstream partner in the Mudra Group's inventive brand solutions value chain. We create brands and advertising communicates them. Branding is all about business opportunities, architecture, resources and competencies on the inside; product and services, communication, engagement and experience on the outside."

HMEL is a joint venture between Hindustan Petroleum Corporation Limited (HPCL) and Mittal Energy Investment, Singapore. Water will be assigned the task of creating the identity and behaviour guideline for their product brand.

Reliance Infrastructure, India's largest private sector enterprise in power utility and infrastructure, has commissioned the consultancy to do branding for the transport services.

Jafra is a direct marketing company offering a range of personal care products such as cosmetics and fragrances. Water will interpret the brand to design the space and experience for its headquarter in Delhi.

For Vaibhav Empire, an Andhra based entrepreneur in the business of jewellery and realty infrastructure, Water will help in expanding the company's base across the country.

On the strategy and analytics front, Water has been commissioned to conduct a brand strategy and architecture exercise on Novartis' heritage brand, Calcium Sandoz.

Nissim Ghoge, head, marketing, Novartis India, says, "Water has been working with us since April on the long term strategy project of our key brand, Calcium Sandoz. The brief was to recommend the optimal product portfolio and brand architecture for meeting growth aspirations of the brand. In this capacity, Water presented a clear process, outlining the glide path of the brand from current to the desired goal."

"In the last few months, it has collaborated very well with the brand team, demonstrating strong consumer understanding and helping articulate clear strategic choices on the portfolio," he adds.

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