Home >> Digital >> Article

Mudra Max goes big on digital; adds new digital businesses

16-November-2011
Font Size   16
Mudra Max goes big on digital; adds new digital businesses

Digital has come of age for Mudra Max not only in terms of the agency’s overall offering to the agency’s clients, but also in terms of the contribution to the agency’s overall revenues.

According to Mudra Max CEO Pratap Bose, the agency had approached its digital offering with a concerted effort earlier this year and this was now showing results.

Mudra Max has already picked up the digital duties of IndiaFirst, IDBI, Suzlon, Sharp, Jagran Group's iNext, BPCL, L&T and Delhi Government. These are only to name a few that the agency is working on. Bose is clear that Mudra Max will bring digital at the core of its offering rather than housing it in a standalone unit.

He explained, “I don’t believe in the talk of a digital specialist agency or digital arm. The minute you say that, to my mind, you have already missed the bus. Digital has to be an integral part of what you are thinking, whether it is analytics, creative, account planning, whatever.”

While Mudra Max always had digital in its offering, the agency went aggressive in the last six months. Mudra Max has a 12-member digital team. At present, the team works under the direct supervision of Pratap Bose. Anwesh Bose and Sunilkumar Suvvaru are leading the teams from Delhi and Mumbai, respectively.

Speaking on the early experiences, he stated, “There never were issues in finding talent in the digital space. The difficulty was finding clients who lived in a digital world. Typically, clients would say ‘we know we have to do it because everyone is doing it, but we don’t know what to do’. Global clients have some advantage because of the work happening in international markets. In India, clients that can put together a digital-only brief are few and far between.”

Elaborating on this, Bose said, “One of the biggest mistakes in media would be to treat digital as a separate function. A digital world cannot survive on tools or clout, it needs to be driven by ideas. You need to creatively engage people who inhabit this world. Digital platforms, social media channels and technology can only be enablers.”

According to Bose, digital was not merely adding a Twitter handle or creating a Facebook page, as was typically done. He said, “We need to understand that the likes of Facebook and YouTube are social media channels, which are subject to change in a digital world, where nothing’s constant. If the digital window was a laptop earlier, it’s the mobile now. Technology and platforms are moving at such a fast pace that the word Digital itself is a bastardised term.”

Digital poses many challenges and opportunities. The medium is not yet defined by rate cards and size benchmarks. Digital buying is still ‘cowboy country’ with the volume discounts being the most profitable of all media in India today.

For Mudra, it is a combination of creative and media that is the best bet. “You have to be in the media buying game together with great creative and marketing solutions. It is critical that the creative solution fits the media of choice. And you cannot be a generalist in digital. You have to have the edge and capabilities in mobile, search, social media, analytics, etc.,” Bose added.

He is convinced that 2012 will be a landmark year for Mudra’s digital business.

 

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

With this partnership, Eros Now further enhances its distribution to the larger screen in India and then across Asia

The agency strengthens its portfolio winning the accounts of Lactalis Group’s Anik range, Germany’s Baby Sebamed, Wagh Bakri - Mili Tea, and brands from Emami Group

Sachin Jain says India is the third biggest market for the diamond brand, contributing 35% to its global business