Company ownership: 90% ADA Group and 10% DDB Group (Omnicom)
Key personnel : Pratap Bose, chief operating officer, Mudra Group & CEO, Mudra Max and Ignite Mudra; Anurag Gupta, chief strategy officer, Mudra Max; Mandeep Malhotra, president, OOH, Mudra Max; Aneil Deepak, vice president - planning, Mudra Max
Accounts won: Uninor, Tata Motors, Cartoon Network, Connext-IndiaFirst Life Insurance, Glucon D, Shakti Pumps, Onward Mobility, Travelguru, OVS, Gulf Oil, Pepsi MAX, AKAI, Bihar State Aids Control Society, Avantha Group, Premier Brands, ACC Cement, Eastern Spices, Kick Worldwide, Huawei and Viacom18
Accounts lost: Reliance Communications
Barring for the major loss of Reliance Communications business, Mudra Max had a pretty smooth sailing with new businesses coming in from across sectors including big brands like Uninor, Tata Motors, Huawei among others.
The agency elevated Mandeep Malhotra to president, Mudra Max – OOH and Anurag Gupta to chief strategy officer. Though the agency lost Vandana Verma, vice president – Celsius, she was replaced by Sanjay Kacker in the same capacity. LS Krishnan, president also called it a day at Mudra Radar, while Monish Mitra joined the agency as general manager for Primesite.
Mudra Max won the specialist agency of the year at the Agency of the Year 2010. Among award wins, the agency picked up a silver and bronze at Cannes, three golds, two silvers and two bronzes at Media Abby’s and two golds, four silvers and a bronze at Effies 2010. The agency also managed a Grand Emvie for its Out of Home media innovation for National Association for the Blind (NAB).
Overall, the agency had gained well in terms of business and got a fair amount of awards for their works. The loss of Reliance is a big one; one that will need replacement.
How Campaign India rates the agency: 7
How Mudra Max rates itself: 9
Mudra Max has emerged as a foremost force as a 360 degree integrated engagement and experience agency. In the last one year- Auro came live on cricket to promote a movie, half a score Khidki Amma’s went to rural south India to bring awareness for indoor air pollution, a small boat became the benchmark of innovation in outdoor for every brand, dentists conducted round the clock dental checkups to create a world record, a new form on cricket called Lemon Pattalam was introduced and people got Braille menus in restaurants. With it passion to innovate and unmatched scale of delivery across consumer segment Mudra Max last year became the most awarded integrated agency in the country with 77 national and international awards in its kitty.