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Mudra’s Water adds five new businesses

20-October-2010
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Mudra’s Water adds five new businesses

Water, a 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 Water are- HPCL Mittal Energy Limited (HMEL), Novartis, Reliance Infrastructure, Jafra and Vaibhav Empire.

Commenting on the wins, Ashish Mishra, Chief Strategist and Head, Water, said, “Water is an upstream partner in the Mudra Group’s Inventive Brand Solutions value chain. We create brands and advertising communicates them. And creating a brand is about creating a culture. Branding is all about business opportunities, architecture, resources and competencies on the inside; product and services, communication, engagement and experience on the outside. Overall, we create a business bases for brands and a frame-work, and create its multi-sensorial expression; and contrary to the myth about branding taking a long time to deliver results, we are confident of our strategies and designs making a difference right away.”

As a significant development 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 Limited, said, “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, they have collaborated very well with the brand team, have demonstrated strong consumer understanding and have helped articulate clear strategic choices on the portfolio.”

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

Reliance Infrastructure Ltd is India’s largest private sector enterprise in power utility and infrastructure. The company is focused on the development of urban infrastructure including MRTS, roads, sealink, airports, business districts, convention centre and SEZ. Water has been commissioned to do branding for the transport services straddling metros, highways and more.

Jafra is one of the top 5 direct marketing companies globally. The company offers a wide range of personal care products such as cosmetics and fragrances. Water will interpret the brand to design the space and experience for the Jafra India’s headquarters at Delhi.

Vaibhav Empire is an Andhra based entrepreneur in the business of jewellery and realty infrastructure. Water has been engaged as a brand partner to help the company expand its base across the country.

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