The Ahmedabad-based Mudra Communications Pvt Ltd is publishing a volume of its successful brands. The nine case studies that forms the first volume of a three-part publication covers 25 successful brands is an attempt by Mudra to institutionalise whatever it has learnt in the last two decades or so.
Why would an advertising agency bring out their strategy in building brands to public? According to Chairman and Managing Director, A G Krishnamurthy, somebody had to take the initiative and Mudra with some 40 successful brands, thought about brining it out. Writing the case studies is a major honour as it gives back value to the ad fraternity and the students of advertising.
The five-step approach, as spelt out by Mudra, comprises landscape audit, brand's value proposition, core consumer insights, the big idea and its execution and closing the loop. The nine brands featured in the first volume are Borosoft, Dermicool, FairGlow, Henko, ItchGuard, Lancer, MTB, McDonald's and Vatika.