Khushboo Tanna
Advertising

Mudra Ahmedabad dissolves to form Ignite Mudra; to service home grown brands

Chandan Nath, who till now was head of Mudra Ahmedabad, will be spearheading the new agency

Mudra has the history of creating advertising for many home grown brands starting from Vimal, Rasna to Dhara, Krack, Dermicool and Itchguard. While, Mudra and these brands have grown parallelly, the agency's contribution in turning the stature of many of these brands can't be ignored. Most of them are popular national brands today leading in their category.

Interestingly, Mudra itself had a very humble beginning with just 15 people, one client and one room in Ahmedabad.

Mudra has now decided to use this expertise and provide that spark to many other home grown brands with the launch of a new agency Ignite Mudra, which will work with many such entrepreneurial brands.

Mudra Ahmedabad dissolves to form Ignite Mudra; to service home grown brands
With this Mudra Ahmedabad ceases to exist and Chandan Nath, who till now was head of Mudra Ahmedabad, will be spearheading the new agency. The agency will be based in Ahmedabad as of now, but plans to expand to West and South India next year.

Pratap Bose, chief operating officer, Mudra Group says that Ignite Mudra will be a full service agency and will provide guidance to clients on non-advertising aspects of the business, such as distribution and logistics service, organization building experts and public relations.

Ahmedabad is the right place to start of this project as the city is home to many of these home-grown Indian brands. Nath says, "Gujarat is the state of entrepreneurs and most of the entrepreneurs are not aware of brand building. Since Mudra Ahmedabad has been working with such clients, the team is well aware of how brands can be built from scratch."

Ignite Mudra will focus on non-metro clients, with special attention to clients from Tier 2 cities, such as Indore and Jaipur. Nath believes that there is a huge potential in these cities and aims to sign on 20 new clients in the next two years.

Bose hints that Ignite Mudra might be set up in select international markets, depending on the demand by clients.

Zydus Cadila, Paras Pharmaceuticals, Nirlife (Nirma Group) and Nilon's Pickles are some of the clients Ignite Mudra is currently handling.

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