DDB Mudra wins corporate duties for Adani Group

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | September 28, 2012
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The agency's mandate includes handling both, the internal as well as external communication for the corporate brand. The task is to work to build a coherent image of the Adani Group across its group companies.

DDB Mudra has bagged the creative duties of the Adani Group's corporate account. The agency's Ahmedabad branch will work on this business.

The agency's mandate includes working on both, the internal as well as external communication for the Adani Group. Besides a full-fledged campaign for the group's corporate brand, Mudra will also work on brochures, posters and motivational campaigns for the company.

The agency bagged the account after a multi-agency pitch process that saw the participation of four to five prominent agencies, including those handling other brands from the Adani portfolio and those that have worked with the brand in the past.

Sudarshan Banerjee

Addressing the account win, Sudarshan Banerjee, director, business development, DDB Mudra Group and executive vice-president and head, DDB Mudra Ahmedabad, tells afaqs!, "The Adani Group has grown at an amazing pace and now needs to ensure that there is synergy in everything it does across the group companies. We will undertake a massive communication drive, including internal and external efforts, to ensure there is one coherent image of the group everywhere."

This includes ensuring there is synergy in the image of the Adani Group across its group companies including power, coal, ports, water, transportation and cargo, amongst others.

Last year, Adani had appointed London-based design agency Wolff Olins (part of the Omnicom Group) to work on the group's identity. The agency developed a new corporate brochure and website to convey the group's success story.

Ogilvy India handles the creative duties of Adani Wilmar. The brand is a joint venture between the Adani Group of India and Wilmar International of Singapore (an agri-business group and merchandiser/processor of edible oils) and manufactures and distributes edible oils, including Fortune Plus, a variant under the flagship brand Fortune.

Triton Communications has handled the creative mandate for the Fortune range of edible oils in the past. Early this year, digital advertising and marketing agency BC Web Wise was appointed to handle the digital duties for Fortune Cooking Oil. Badminton champion Saina Nehwal endorses this brand.

Founded in 1988 as a commodity trading firm, the Adani Group is a multi-business conglomerate with interests in several areas that fall under three sub-groups, namely, resources (coal mines, trading, oil and gas and coal ), logistics (ports, special economic zone or SEZ and multi-modal logistics such as railways and shops) and energy (power generation and transmission and gas distribution).

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