Mudra has launched a specialized arm for integrated rural solutions called Terra. Terra's offerings will include services across research, strategic planning and consultancy, creative solutions, on-ground consumer activation, retail activation and rural mass-media solutions.
Terra has started its operations with offices in the five metros and with regional operations offices in all the key states of India. Terra claims to have a footprint in 1,75,000 villages and 4000 towns across 13 states in India.
Madhukar Kamath, MD and CEO, Mudra Group, said, "With the launch of Terra, we have added another specialist skill set that marketers will value. Terra will help marketers engage the rural consumer meaningfully. We have invested in the very best talent in the industry and put into place systems for strategic and implementation rigour. We believe that rural markets need to be studied in much greater depth than is currently the norm. With the team of experts at Terra, I believe we are fully equipped to address this need."
Pratap Bose, COO, Mudra Group says, "The launch is strategically significant for the Mudra group and strengthens our integrated services play. Our ambition is for Terra to be the finest integrated rural communications expert in the country. We've got an experienced team and are investing heavily in a deep understanding of rural markets. We are also geared to execute faster and better than anyone else in the market; and are committed to empowering clients with state-of-the-art real-time tracking, reporting and monitoring systems."
Terra will be headed by Ajay Sundaram, a rural marketing veteran. Manish Sinha is the head of integrated planning while Manav Malvai and Deepa Kirodian, both senior creative directors will work closely with Ajay and his team.