Mudra Communications to make a mark in South

Venkatachari Jagannathan
30 November 2007

Chennai: S Radhakrishnan, president-South, Mudra Communications Pvt Ltd is a firm believer in iceberg theory that there is more ice under the water than above. Therefore it is the unexplored portion of the business available with his existing clients that he is seriously targeting apart from looking for new clients.

Says Radhakrishnan, “In the recent past we have deepened our relationships with our clients like United Sprits, Jyothy Laboratories, Malayala Manorama group, Henkel and others. We would like to replicate the same with our other clients.“

For instance Mudra was initially hired by Henkel to work on its detergent brand Henko. Now it is handling another detergent brand Mr White. Similarly, after handling the Cycle brand of incense sticks, the agency has bagged another brand account, Lia, from the same company. At United Spirits, Mudra now handles three brands from an initial one.

“Some of our best brands are from the South like Paragon, TTK Prestige, Peter England, Henkel and United Spirits. We have come to a stage of consolidating our existing relationships,“ he says.

Though Bangalore offers more business to Mudra, many of the brands it handles in the South are going national or expanding their product range offering more opportunities for the agency. For the past one and half years, Mudra has been focussing on its southern operations, which contributes nearly 18 per cent of the total revenue.

With its key client business growing 200 per cent in this region the company restructured its southern operations by integrating the creative, finance, client servicing and other divisions under one command structure.