Top Story


Home >> Advertising >> Article

Mudra wins creative mandate for ADAG’s DTH venture; account size Rs100 cr

Font Size   16
Mudra wins creative mandate for ADAG’s DTH venture; account size Rs100 cr

Mudra Communications has won the creative mandate for the Anil Dhirubhai Ambani (ADA) Group’s DTH venture Reliance Blue Magic. McCann-Erickson and O&M were the other two agencies in the fray. The account size is in the vicinity of a whopping Rs 100 crore.

The pitch happened last Sunday, and comprised two rounds – one with ADAG’s Sanjay Behl, and the other with Anil Ambani, Chairman, ADAG, and other members from the group and the DTH project.

Bobby Powar, National Creative Director, Mudra Communications, commented, “We are delighted to have won the account against O&M and McCann-Erickson. Our presentation provided great depth and understanding of their business. We took every facet of their business into consideration, and that is what I think tilted things in our favour.”

The DTH market in India has four players already -- Zee group’s Dish TV, Tata Sky from the STAR-Tata Group JV, Sun TV’s Sun Direct, and DD Direct. Bharti Airtel is expected to enter the market later this year. Powra said it is a challenge for them to get the right mix of communication to make an impact on consumers.

Reliance Blue Magic will enter the market at the end of the year. They are also looking at providing satellite-based broadband connections.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular