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Mudra Videotec to be relaunched with focus on brand entertainment

18-October-2007
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Mudra Videotec to be relaunched with focus on brand entertainment

Mudra Group has announced the re-launch of Mudra Videotec to specialise in the area of entertainment marketing. It would be an independent entity within the Mudra Media and Content Services Group, which also includes media agency Optimum Media Solutions and specialist content production capability outfit Tantr.

Mudra Videotec will be an independent entity headquartered in Mumbai. It will be headed by Jairaj Padmanabhan who moves from OMS, where he was Regional Director for the last one and half years. Another key member in Mudra Videotec is Pritamjit Das who has recently joined in as Business Manager.

Padmanabhan has over 15 years of media, marketing, creative and production experience across organisations like O&M, Lintas, Homeland Networks and OMS. He has also written for TV serials, and has written and directed a feature film called ‘U Bomsi N Me.’ On the other hand, Das has a rich experience in entertainment marketing with stints in Epigram and Lintertainment.

Announcing the relaunch of Mudra Videotec, Madhukar Kamath, MD and CEO, Mudra Group, said, “In a time of media clutter and fragmentation, brands are looking at content and entertainment to build connections with customers. The entertainment space is incredibly exciting and offers a lot of opportunity for creative and imaginative solutions for brands. We are reinventing one of the country’s pioneering content creation and marketing brands because we believe that it is of great relevance to marketers in today’s environment.”

Chandradeep Mitra, President, Mudra Media and Content Services, said, “Mudra Videotec would operate in the growing area of convergence between branding and entertainment. It would offer multiple communication solutions to marketers of brands leveraging various entertainment platforms. This would include a gamut of services like co-promotions of brands with films, merchandising, brand placements in films and TV serials, as well as conceiving, producing and airing advertiser-funded programmes, or AFPs. Mudra Videotec would also offer branding and media solutions to entertainment and content creators that would consist of media and branding solutions, along with marketing consultancy to content creators.”

To bring specialised knowledge and expertise on branded entertainment in the Indian context, Mudra Videotec is investing in research and tools for measurement. It has already completed a study on consumer attitudes towards brand integration within entertainment platforms. In association with OMS, it is currently in the process of completing a four-city consumer study on current multiplex viewing habits. Both are first-of-its-kind studies in the Indian context. Mudra Videotec will also be shortly launching its proprietary tool for valuation of brand associations with films, and a strategic toolkit for identifying and creating AFP opportunities.

In the past, Mudra Videotec has had considerable experience and success in television programming with hugely successful programmes like ‘Buniyaad’, ‘Udaan’, ‘Rajni’, ‘Manoranjan’, ‘Ados Pados’ and sponsored telefilms like ‘Janam’, among others. It was also instrumental in bringing the hugely successful Australian series ‘Bodyline’ on Indian television, as was also a pioneer in bringing sponsored serials and telefilms to viewers, besides having an enviable track record of innovations in media.

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