Campaign India Agency Report Card: Mudra Max

Type of agency: Media
Company ownership: Independent
Key personnel: Madhukar Kamath, MD and CEO, Mudra Group, Chandradeep Mitra, president, Mudra Max,
LS Krishnan, president, Mudra Radar
Accounts won: Reliance Power IPO, BIG TV (Reliance ADA Group DTH), Plethico Pharma, Disha Direct,
Zipcash, Ticketvala.com, Hanes, Big Flicks, Everonn, Sobha Developers
Accounts lost: Amrutanjan

It’s no great surprise that the bulk of their business and the bulk of their accolades are due to companies with a Reliance ADAG lineage.  Big 92.7 won the agency awards at Goafest and at the Bangalore Ad Club’s Big Bang.  Reliance IPO picked up a silver at the BIg Bang as well and a nomination for the Emvies.
Still, the dependence on Reliance is the area of concern. Mudra Max has no big spender in its roster of new clients in a year when  most media agencies have made significant gains.

For Mudra Group as a whole, this has been a year of consolidation, with the benefits of the effort being more visible in the advertising agency and in the new specialist units launched.

Perhaps the coming year is whenMadhukar Kamath devotes more time to this division -- which has the potential to be a big contributor to the bottom line.

Campaign Score: 7

How MUDRA MAX rates itself: 8

Mudra Max, has grown significantly in terms of overall client base and has a diverse portfolio of clients ranging from FMCG, Telecom, Financial Services, Media, Paints, Real Estate, Retail, Durables, etc.
We have added value to our clients’ communication plans through Channel Neutral Planning. Mudra Max has invested major monetary and senior management resources in Information Technology, Knowledge & Research, and Innovation in order to deliver brand value for the media investments in the most cost effective, efficient and impactful manner. Under the aegis of Mudra Radar, our relationship with Reliance ADAG – one of the largest advertisers in the country is strong and continues to thrive.

Our attrition at both people and account levels are perhaps the lowest in the industry, and we are geared up for further business growth and product excellence.