It has been a busy year for Mudra Group. A key development of the year for Mudra was bringing all the specialised units of the group under the Mudra Max umbrella. Earlier this month, Mudra also formed a 51:49 joint venture with London-based Portland Design to provide design and branding solutions. The new entity, Portland Mudra, will begin operations in July 2009.
On lines of what exchange4media reported earlier today, Mudra has launched a second out-of-home agency StreetSmart, which commenced operations from June 18, 2009. StreetSmart’ would attempt to provide an interactive edge to the outdoor space.
Anurag Gupta will head StreetSmart, in addition to his role as President- Strategic Initiatives & Integration for Mudra Group.
In an official statement, Pratap Bose, CEO, Mudra MAX, said: “OOH has been boxed inside 40x20’s for too long. Far too many brands have been confined to spreadsheets. Audiences are posing newer challenges. Old answers won’t do any more. Brands are asking newer questions. Brands need ideas, not billboards. In an environment where billboards have been relegated to being eyesores, StreetSmart will reposition OOH from Opportunities to See to creating Opportunities to Chat.”
This will not be the first time, where a second agency in the same domain, is seen within a company. At present, Madison World also has Platinum OOH and MOMS in its structure.
As is known, Mudra Group already has Prime Group in its fold that has capabilities across all aspects of OOH space with its flagship brand Primesite in addition to the likes of Prime Retail, Prime Green, Prime Consult and Prime Way-Finding.