Campaign India Agency Report Card: Mudra Max

Type of agency: Media

Company ownership: 90% Anil Ambani and 10% DDB Group (Omnicom)

Key personnel: Madhukar Kamath, MD and CEO, Mudra Group, Bobby Pawar, CCO, Pratap Bose, CEO- Mudra MAX, Anurag Gupta, President-strategic initiative and integration, Manas Mishra, EVP & head- Connext, LS Krishnan, President- RADAR

Accounts won: Aircel, Pepsi, ITC, USL, Wipro, LG, Shell Foundation, Reebok, Western Union, Kimberly Clark Lever PVT

Accounts lost: Spice Mobiles

Mudra Max saw the exit of its president Chandradeep Mitra at the beginning of the year. For Mudra Max, this was a year which saw the agency walk the talk which followed the appointment of Pratap Bose last year as CEO. In May,  Mudra Group’s specialist services were integrated under one umbrella i.e. Mudra Max. That included Mudra Videotec, Terra, Primesite, Tribal DDB, Rap Collins, Kidstuff, Prime Retail, 10 Integrated and Celsius among others. The agency hopes that this would give the it the required scale and take the communications planning process towards investment planning. In the same month though, the agency lost BK Modi-led Spice Group’s media duties which moved to Platinum Media. At the award show, Mudra Max shone thanks to its case study for TVS Scooty - Women on wheels campaign. The campaign went on to win the Grand Emvie and followed it up with a win for promotional marketing at the MAA Globes Awards.

Campaign Score: 7

How MUDRA MAX rates itself: 9

Today Mudra Max is a conglomerate of 14 specialist units, 2 media units and a full-fledged integrated creative and planning team.  This team has been able to win some of the most valued blue chip clients in last one year; and has also won big at most of the mainstream awards, including the Emvies, the Abbys, the PMAAs and the MAA Globes.

Noteworthy campaigns executed across Mudra MAX units this year included TVS Scooty ‘Women on Wheels’, 7UP ‘Lemon Patallam Hunt’, Diet Pepsi ‘Go Play John + You’, HT ‘Opinion Poll’, the Aircel Launch and the Aircel Raft. The various units of Mudra MAX consist of RADAR (integrated media services agency-customizes solutions to Reliance ADAG business), Connext (business solutions through media), Primesite (out-of-home solutions), Prime Retail (retail design & visual merchandising), Prime Wayfinding (navigation solutions), Prime Consult (outdoor environment consulting), Prime Green (solar enabled media) , Kidstuff (promotional marketing), StreetSmart (interactive out-of-home solutions), Multiplier (trade marketing), Terra (rural marketing), Videotec(brands & entertainment), 10 Integrated (Sports Marketing), Celsius (events marketing), Portland Mudra (experiential & retail design) and Clear Channel Mudra (global OOH solutions).