Mudra is one agency that has made quite an appearance in the news of late. Beginning with the completion of its 25 years, the agency has recently added the businesses of Zenith Computers and Donear Suitings to its kitty. These wins are in addition to SBI and HPCL empanelments, adding media billings worth Rs 50 crore to the agency in the last month alone.
Madhukar Kamath, Managing Director & CEO Mudra, said, "In the last one year, we have put together a new creative structure in Mudra Mumbai. We have increased staff and consequently our focus in planning and all these investments are paying off."
Zenith and Donear Suitings come in the wake of multi-agency pitches. Similar is the case with the empanelment in State Bank of India and HPCL. Explaining more about these, Kamath said, "What is encouraging is that the wins come on two counts - from new businesses and more from the same clients, which in effect accentuates the fact that we are on the right track."
To reiterate his point, he cited the example of Godrej where the agency has grown from soaps to Hair dyes and colours and to Real Good Chicken. Similar has been the cases with LIC, HPCL and Big Bazaar. "There is organic growth coming from existing clients, which shows the trust that they have in us," said Kamath.
Another area, which has taken the agency forward, is the association with DDB, which brought in international wins like Philips to the agency earlier in the year. However, one aspect that Kamath brings to fore repeatedly is the people power at Mudra. He said, "We have a great team that has made all this possible. With Jude (Fernandes) on the helm of affairs and skills like Ryan (Menezes) and Sean (Colacko), we have a great road ahead."
With this sudden inflow of clients does the agency foresee any trouble in client management? Kamath replied, "This is a planned growth. No current business will suffer as we have added adequate resources to handle the needs of the exiting and new clients."
For Kamath, the roadmap ahead is "to do some excellent work on these businesses and to grow with them."
With this the Mudra Mumbai client roster can boast of some of India's biggest home grown (and owned) brands - Air India, the national carrier; LIC, India's largest life insurance company; SBI, India's largest bank and now HPCL. Not to forget Godrej, it's largest and oldest client, Big Bazaar and Reliance (Energy, Pipes, Capital, Recron, etc.)