Rural solutions agency from Mudra

Just after Water, the brand strategy and design consultancy, the Mudra Group has now has a specialised unit for brand strategy and design consultancy which concentrates on integrated rural solutions called Terra, which means earth. Water has designed the logo for Terra. 

Launched yesterday, Terra will offer specialised services - research, strategic planning and consultancy, creative solutions, on-ground consumer activation, retail activation and complete rural mass media solutions.
The unit will start its operations in leading metros – Mumbai, Delhi, Kolkata, Chennai, Hyderabad and Bangalore and will also have offices in smaller cities such as Jabalpur, Lucknow, Patna, Indore, Meerut, Ahmedabad and Aurangabad.

Madhukar Kamath, MD and CEO, Mudra Group, stated in an official communiqué, "With the launch of Terra, we have added another specialist skill set that marketers will value. Terra will help marketers engage the rural consumer meaningfully. We have invested in the very best talent in the industry and put into place systems for strategic and implementation rigour."

The other players with specialisation in rural marketing are Ogilvy Outreach and Lintas' Linterland. The sectors that Terra is looking to work with are, FMCG, financials, auto, social clients and others.

The Terra team will be headed by Ajay Sundaram, a rural marketing veteran. Sundaram too was with OgilvyAction Outreach before moving into Terra. He will head the national operation for Terra.

The team also includes Manish Sinha, head of integrated planning and in-house hands in the form of Manav Malvai and Deepa Kirodian who will be senior creative directors and will work closely with Sundaram on his team.