Mudra brings media under one umbrella brand

Mudra’s specialist media agency outfit OMS has given way for its new media umbrella brand Mudra Max. Max has been hived off into three independent units, namely Mudra Connext, Radar and Videotec. While Connext will look after Mudra’s non Reliance business, which includes accounts like ACC Cement, HBO, Amway, Sify.com and ICI Paints among others, Radar will be a dedicated agency looking after Mudra’s Reliance ADA Group business.  Videotec is Mudra’s branded entertainment division.

Chandradeep Mitra will head Mudra Max, while LS Krishnan will head Mudra Radar. LS Krishnan, president, Radar said, “The new restructuring has put in place dedicated teams for each vertical, which will, in turn, facilitate seamless coordination  between client and agency, resulting in better turn- around time.’

As Madhukar Kamath, chairman and MD, Mudra group pointed out, the Reliance ADA Group, estimated at being the country’s second largest AOR, after Unilever, is poised to take the latter’s place. The ADAG group’s much talked about foray into the broadcast entertainment space is set to take place sometime this year. According to Krishnan, with a well diversified company like the Reliance ADA Group as a client, the challenge lay in being able to navigate the media ecosystem of the group’s varied business interests, which range from finance, power, radio, multiplexes, home entertainment and DTH among others.