The Hindu Business Line : Mudra Group launches 2 new media specialist units

Mumbai, April 2 The Mudra Group has divided its media business by launching two new media specialist units under Mudra Connext and Mudra Radar. While Mudra Connext will be the new name of the erstwhile media outfit OMS (Optimum Media Solutions), Mudra Radar has been set up to handle the media business of the Reliance ADAG Group of companies.

At the same time, a new line of media business has been created by the Mudra Group under the name of Mudra Max (Media, Analystics and Convergence), under which both the new media agencies would function. Mudra Max will focus on delivering consumer influence through its capabilities in media, analytics and convergence. Its roster of clients includes Reliance ADAG, Unilever, Spice Mobile and HBO, among others.

At a press conference, Mr Chandradeep Mitra, President of Mudra Max, said, “In this era of convergence, we need cutting-edge capabilities to create consumer influence. Through proprietary processes and tools, Mudra Max and its constituents are uniquely poised to deliver this influence through insights, innovation and integration.”

Mudra Max would consist of three independent agency units — Connext, Radar and Videotec.

Mudra Connext has been created with the mandate to provide innovative business solutions through media to the existing 30 clients of OMS as the latter will crease to exist. Mudra Radar is the going to be the 100 per cent dedicated agency for the Reliance ADAG group. Mudra Videotec would continue to focus on the convergence of brands and entertainment to provide content-based solutions to diverse clients.

Mr Madhukar Kamath, Managing Director & CEO of the Mudra Group, added, “As an integrated marketing solutions group, we would now like to strengthen media and content and make it our next thrust area. We have got a good team and clear direction and are confident that we have a proposition that clients will value.”

The Mudra Group has appointed Mr L.S. Krishnan as the President of its new media outfit, Mudra Radar. Catering exclusively to the Reliance ADAG group, Mudra Radar has dedicated strategic planning and implementation team with a total strength of 60 employees. It has created specialist capabilities and teams in the areas of knowledge and research, strategic planning, technology, innovation and integration. With the Reliance ADAG Group’s media spends estimated at Rs 700 crore, Mudra Radar with its specialist units is expected to gear up to handle one of the biggest accounts in the country as the AOR (agency of record).

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