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After Water, Mudra now on ‘Terra’ firma

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After Water, Mudra now on ‘Terra’ firma

Close on the heels of launching Water, its brand strategy and design consultancy, the Mudra Group on September 8 unveiled its unit for integrated rural solutions, Christened Terra, the unit will offer its clients a range of rural marketing services such as research, strategic planning and consultancy, creative solutions, on-ground consumer activation, retail activation and rural mass media solutions.

Terra will commence operations with offices in five metros – Mumbai, Delhi, Kolkata, Chennai, Hyderabad and Chennai – besides having regional operations offices in cities such as Lucknow, Jabalpur, Patna, Indore Ahmedabad and Aurangabad. Overall, Terra aims to have a total footprint in 175,000 villages and 4,000 towns across 13 states in India.

Madhukar Kamath, MD and CEO, Mudra Group, said, “With the launch of Terra, we have added another specialist skill set that marketers will value. Terra will help marketers engage the rural consumer meaningfully. We have invested in the very best talent in the industry and put into place systems for strategic and implementation rigour. We believe that rural markets need to be studied in much greater depth than is currently the norm. With the team of experts at Terra, I believe we are fully equipped to address this need.”

Pratap Bose, COO, Mudra Group, said, “The launch is strategically significant for the Mudra Group and strengthens our integrated services play. Our ambition is for Terra to be the finest integrated rural communications expert in the country. We’ve got an experienced team and are investing heavily in a deep understanding of rural markets. We are also geared to execute faster and better than anyone else in the market; and are committed to empowering clients with state-of-the-art real-time tracking, reporting and monitoring systems.”

Anurag Gupta, President, Strategic Initiatives and Integration, Mudra Group, explained, “Rural consumers and markets have evolved considerably in the last decade – mobile phones, better road access, TV penetration, increased literacy and urban migration have completely changed the rural mindset, but sadly, rural agencies have not been able to keep up with their consumers. No one buys into a brand today just by staring at a wall painting. Terra is the new age rural agency catering to new age rural consumers. Apart from having some of the best planning, research and creative talent in the field, Terra will also be drawing upon a central integration team, which consists of media planners, digital and mobile marketing experts, ethnographers and social researchers.”

Ajay Sundaram, a rural marketing veteran, will head the Terra team, which includes Manish Sinha as Head of Integrated Planning, and Senior Creative Directors Manav Malvai and Deepa Kirodian.

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Mudra Group launches brand strategy and design consultancy Water


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