Mudra launches OOH specialist venture

Mudra Group has partnered with Clear Channel Outdoor to launch an OOH specialist venture, Clear Channel Mudra LLP.

Mudra has its hands full with two OOH arms – Primesite and StreetSmart. While Primesite was launched with a view to have a strong network of local advertisers, StreetSmart was started in June this year to explore new technologies and ideas in ambient and other new platforms.

Clear Channel Mudra LLP aims to draw upon Clear Channel's global presence and will access the latest innovations and technologies to enable Indian clients plan and execute international campaigns. Similarly, international clients targeting India with their campaigns will benefit from Mudra's reach, experience and expertise in the remotest parts of the country.

The venture will offer clients complete OOH solutions – strategy, creative solutions, planning, buying and reporting – while utilising Clear Channel's global knowledge with Mudra's experience in the Indian market. Clear Channel Mudra LLP will be Mudra Group's third OOH offering.

Pratap Bose, CEO, Mudra MAX, said, ''I think we understand the medium better than anybody else, but there is always room for improvement. I think there is a huge gap in the consulting area, in creating development work and in the actual planning, which Clear Channel's access to global best practices will help us resolve. We see Clear Channel as a great partner and a great name to be associated with. Fundamentally, my vision for the OOH space is to garner the maximum share-of-wallet that the OOH buyer has to offer.''

Adding to this, Adille J Sumariwalla, chairman and managing director, Clear Channel Mumbai and managing director & CEO, Clear Channel Mudra LLP, said, ''Clear Channel is the largest OOH media owner in the world whose strength is in international best practices, innovation and technology. However, to provide full service to a client that would include creative solutions, implementation, client servicing, monitoring and reporting for clients who are looking for a presence in rural areas, we needed to tie up with an agency strong in these areas. Secondly, Mudra has a great team to partner with, and as far as OOH in India is concerned, Pratap Bose's contribution to the industry as a whole is unmatched.''

Clear Channel Outdoor, of which Clear Channel Mumbai is a part, operates in 50 countries, with experience of 3,500 municipal contracts across the globe, partnerships with 270 airports and over 1 million display faces worldwide. To this, Mudra adds its reach across 175,000+ villages, 4,000+ towns across 13 states, as well as direct-to-consumer activities in 75,000 villages and direct contact in 37,000 schools.