Ahmedabad is indeed an emerging market as far as advertising and media industry is concerned. Local entrepreneurs there are increasingly looking for a national expansion and hence are moving beyond local agencies. Mudra, with a firm base in Ahmedabad, as per Chandan Nath, Executive VP and Branch Head, “is a perfect partner for these entrepreneurs, as they do not only require professional inputs from an agency but also want a partner who would help them grow the brand.” He adds: Our expertise in various categories, our strong base in the city and certain equity that we have earned reassure them.”
Riding the wave, the agency recently gained three Gujarat-based accounts seeking strategic brand building and communication inputs. These are: Ahmedabad-based Astral Polytechnik, the sole manufacturers of chlorinated poly vinyl chloride (CPVC) pipes and fittings for plumbing systems in India, McFills Enterprise, savoury/sweet snack food products manufacturer and the Morbi-based Ajanta Transistor Clock Manufacturing Company, touted as the world’s largest clock manufacturer with a product portfolio of calculators, educational toys, Orpat brand of telephones and range of home appliances. Put together, these accounts are worth Rs 10 crore.
The first two of these are first-time advertisers, while Ajanta moves from a local ad agency. Answering the question if the new wins are the outcome of a pitch, states Nath: “We made a credential presentation in each case. In addition, we presented case studies pertaining to brands that we have created and helped grow. Entrepreneurs like partners that would help in their brands’ growth and not just jazz. We fit the bill perfectly.”
He adds: “We go beyond advertising in providing marketing-oriented solutions and involve ourselves from the product concept stage, researching its market feasibility and offering total communication solutions for the brand. We also offer our clients great value for their advertising money being the largest media buyers (for both TV and print) in Gujarat.”
As per an official communiqué, these new accounts have been won in a multi agency pitch where a number of top agencies were in the fray for the businesses. However, Nath refuses to divulge the names of other competitors.
Mudra Ahmedabad also manages communication activities for DermiCool, Livon, Krack, ItchGuard, Ramdev, Mili Tea and Good Morning Tea, Jade Blue, Dairy Den and Natraj from Ahmedabad.