ADVERTISING AGENCY OF INDIA

Mudra communication limited

Introduction;
One client Vimal and a 500 sq ft office that was Mudra in the year 1980
They were a small agency tucked away in Ahmadabad with one clearly
Articulated goal to be a top 5 agency .there ambition with an almost manic
obsession by creating the best contemporary advertising that had our client
and other people taking notice.
As a young agency operating out of Ahmadabad its growth was driven
helping small business with big ambition explode their brands to the country
at large.
With in 9 years they were the largest Indian advertising agency.

HISTORY POINTS :-

• Mr. A. G. Krishnamurthy founded Mudra communication on 25th march

1980

• Mr. Krishnamurthy started his advertising career with Shilpi advertising

in 1976

• He moved to Reliance Industry as advertising manager 4years later he

founded Mudra communication

• Mr. Krishnamurthy started Mudra with one brand Vimal .today Mudra
has 125 client this multifold increase is a testy many to his passion and
zeal

• In 1991 he created the Mudra institute of communication Ahmadabad

(MICA) the only advertising school of it s kind in Asia

• In 1995 Mr. Krishnamurthy was nominated as advertising person of the

year

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PROFILE OF MUDRA COMMUNICATION LTD

Head quarter Mumbai
Industry Marketing and advertising
Type Privately held
Status Operating
founded 1980
Sanjay Sharma New president(North & East)
Company size 501-1000 employees
Web site www.Mudra.com

Members in the management of the Mudra

communication ltd

Name Designation
Sebastian Joseph Executive, vice-president and head
technology
Mohit Bhagchandani Country head, Mudra sport
Joy Deep Dasgupta Vice president and national strategic,
planning head
Sonal Jheej Account planner

Present situation of Mudra communication;

It was started in 1980 Mudra rose to become the 3rd largest agency in
the country. In a short span of nine years, today the Mudra group is one of
the India s leading marketing communication networks
The group utilizes it s deep understanding of consumers brands and media to
deliver creative business solution –A customized and collaborative approach
helps it s client build enduring and profitable brands
The group offers integrated communication services through it’s
platform
(1) Mudra and DDB
(2) Mudra (advertising)
(3) Mudra max (integrate communication planning and implementation) (4)
Mudra health and life style (health and life style advertising)
(5) Water (brand strategy and design consulting)

In the present year Mudra is poised to exceed a turnover in excess of

15 billion at it continues to maintain it s aggressive growth rate.
Mudra is one of the management admired marketing communication

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network in the country a highly rated agency both by client and industry.
Mudra south won the agency of the year at the ad club Cochin’s paper
awards 2009 10.4.09

Achievements of the Mudra communication ltd

*It was a Mudra that first gave India double spread colors ads
*it was Mudra that first sponsored commercial telecast of a major sporting
event with the India and west Indies series of 1983
*it was Mudra that first branded a public issue Reliance Khazana
*it was Mudra that made India s first telefilm Janam
*it was Mudra that gave Doordarshan Rajani .The serial that heralded a new
consumer awareness in India
*it was Mudra that gave India s it s first academy for advertising.
THE Mudra Institute of Communication (MICA)
*it is a Mudra that gave India s advertising community its first advertising
archives marketing and Advertising Gallery(MAG)

MEMORABLE ADVERTISING

Mudra has created some of the most memorable advertising in India they
are;

1. Only Vimal

2. I Love You Rasna

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3 My Daddy Strongest

4. The World in Your Pocket

6 The Mint With The Hole

7 Team Samsung

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8 McDonalds Mein Hai Kuch Baat

9 Kar Lo Duniya Muthi Mein

People working in an agency:

Accounts Executive: It is a key career option in advertising agency. He
is called an Account Director when he is a member of the Board. He is a link
between a client and his staff. The marketing or advertising department of
the client briefs him. He communicates this to the agency people.

He reaches out to different clients for seeking new business. Even

clients who want an agency' to work for them contact the accounts
executive. This business development work makes it virtually a marketing
manager of the agency.

Do right-brained people make better account directors?

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The faculties of logic and reason are supposed to reside in the left-
brained people. While intuition and creativity are believed to be in the right.
So far, accounts director was considered suitable if logical and systematic,
i.e., left-brained. But if he has to motivate a team, he should be inspiring and
creative too, i.e., right-brained.

Copywriters: They are the wordsmiths who do the wording of an

advertisement. They are bright and talented. They have a flair for language.
They contribute to the theme of an advertisement. Creation of successful
copies for different clients establishes them in this field.

Visualisers: These are artists who put on paper what has been thought out
by the copywriter. They in fact design the ad.

Creative Director: He co-ordinates the copywriting and designing. He is a

senior professional who is seasoned in an existing advertising agency set-up
to take on this mantle.

Production Department: Persons of diverse talents like printing

technology, DTP, photography, typography etc. are involved here.

Media Planner: He has to allocate the advertising budget amongst media.

He has to select the appropriate media. He decides about the frequency, size
and position of an advertisement. He decides about its publication date. He
receives the tear-off copies from the media when the ad is published. He is
guided by the media research, which he undertakes, or by research
undertaken by an outside agency. Media is the most professionalized
department of advertising agencies.

Marketing Research: Modern agencies are integrated set-ups. They

provide a range of marketing services. Research data become very useful as
input to the creative process.

The Media : Most of the media today sustain on advertising revenue. They
sell space or time. While selling space or time, they have to convince the
client about the reach of their media vehicle, the composition break-up of
their readers and the pricing of their space/time selling. They monitor the
market, survey their readers, and highlight their readers' demographic and
geographic characteristics. They also maintain relationship with the media
department of advertising agencies who buy space/time on behalf of clients.

Ancillary Services : These are needed to produce/create advertisement. A

whole range of services like studio service, photographic service, printing
service, gift item producers etc. fall into this category.

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Freelancers : These are professionals who work independently and have a

successful track record. They are copywriters, jingle singers, radio
announcers, artists, visualizers, technical writers etc.

Organization Structure of Advertising Department

All major advertisers maintain an advertising department. The structure

of the department however may vary from one organization to another, as
each one tries to develop a form, which is most suited to one's requirements.
The principal forms of organizational structure are based on
• sub functions of advertising, such as copywriting or artworks
• communication media
• geographical spread
• product and
• End users.

Irrespective of the specific form, the advertising department has to

perform several functions. Principal among these are setting advertising
goals, plans and budget, selecting the outside ad agency, maintaining
contacts, providing support to the marketing staff and monitor the
functioning of the ad agency. Selecting the ad agency is one of the important
tasks of the advertising department. Several criteria, including experience,
size, track record and the quality of the personnel, are considered in the
selection process.

As you know, there are different categories of advertisers. Depending

upon their functions, each organization develops its own structure, of which
advertising department is a part. What is important in this connection is to
analyze the functions an advertisement department is expected to perform.

Organization is a Manufacturing Unit-

Manufacturing firms carries out bulk of advertising. It is therefore,
necessary to understand the various principles on which the advertising
department can be organized in manufacturing units. The basic principles
are:

(a) By Sub-functions of Advertising :Advertising as a function can be

segmented into its various components, such as, Copywriting, Art Production
and Media. A specialist who in turn reports to the advertising manager can

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handle each component.

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Advertising Manager

Copywriting Manager Art Manager Production Manager Media Manager

(b) By Media
Advertising Manager

Newspaper Broadcasting Magazine TV Outdoor Direct mailing

© By Product

Advertising Manager

Product A Product B Product C Product D

(d) By Geography
Advertising Manager

Zonal Manager A ZM(B) ZM (C)

(e) By End User

Advertising Manager

Consumer Institutional Government

Market Manager Market Manager Market Manager

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Reporting Structure:
The advertising manager has to report to somebody who is
higher up in the organizational structure. To whom the advertising
manager would depend upon how much importance advertising is
given to the total operations of the firm. There are several alternatives.
These are:
• Report to the Chief Executive (Chairman/MD.)
• Report to the Director (Marketing)
• Report to the divisional head if the firm is a multi-division firm and
responsibility is delegated at the division level.

Services offered by agency ;--

Total Advertising Services :Strategic planning, creative
development and media services for advertising, particularly in
television, newspapers, magazines and radio; providing the best
creative designed to capture the imagination of consumers

Marketing Services: Provision of a number of advertising related

services, including sales promotion, market research, PR and event
marketing.

E-Solution Services : e-solution services, including system

integration services, e-business consulting and customer relationship
management (CRM), Search Engine Marketing (SEM) and Search
Engine Optimization (SEO) and e-promotions using the Internet and
mobile.

Content Business: Sales of sponsorship, broadcasting and other

rights, and the production and marketing of such media / content as
sporting events, films, TV programs, animated content, music and
other forms of entertainment.

Integrated Media Services : Bringing value to both clients and

media-related companies by offering a wide range of media solution
services

Sales Promotion : Providing comprehensive sales promotion planning

designed to complement mass media and other activities

Event Marketing : Assisting clients by providing dynamic vehicles for

their messages in the form of on-the-spot interactive communications

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Integrated Branding Services : Assuring clients the highest quality

of branding services for their communication needs

Services: Services are provided by the organization

1 Mudra is a today the largest Indian advertising agency .it s meteoric

growth has been driven by some epochal work Mudra has created
some of most memorable advertising like
1. Only Vimal
2. I Love You Rasna
3. My Daddy Strongest
4. Humko Binie Mangta
5. The World in Your Pocket

Today it handles over 125 client nationally .though it s four

independent units they are;

1 Mudra Mumbai
2 Mudra South (including Bangalore, Chennai, Cochin)
3 Mudra north Ahmadabad
4 Mudra north and east (including Delhi and Kolkata)

Mudra often the entire spectrum of brand communication

competency ranging from strategic planning brand management
creative,
Mudra is also one of the few agency networks in the country that offers
a comprehensive suit of marketing services under one umbrella .these
are supported by the largest national network among all agency.

2 Mudra health and life style (MHL);

It is specialize in the emerging common needs of the health core
industry marrying in-depth understanding of the medical business with
refreshing consumer doctor and channel insight it is uniquely
positioned to address .the common requirement of the health and life
style space MHL also has a strong track record in the domain of social
common and pharmaceutical brand promotion.
Mudra health and life style client included J&J medical buyer
Bistol – Myers Squibb, Alembic, Unicef & USV among others.

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CLIENTS

1. Paras Pharmaceuticals
2. Reliance Communication
3. Union Bank Of India
4. Life Insurance Cooperation Of India
5. Godrej
6. The Philips
7. Hindustan Unilever Ltd.
8. Pepsi
9. Jet Air Ways
10. Reliance ADAG
11. Spice Telecom
12. ICI Points
13. Union Bank Of India
14. Amrutanjan
15. Mahanagar Telephone Nigam Ltd (Corporate);
16. Indian Express (News Paper);
17. Mid-Day (Website);
18. Global Trust Bank (Banking);
19. Indian Tourism Development Corporation (Hotels);
20. Business Standard (Publications);
21. Raj TV (TV Channel);
22. Henkel Spic India (Detergents);
23. Godrej Foods;
24. Ahmedabad Electricity Co Ltd (Corporate);
25. LIC Of India (Insurance - Services);
26. Honda Siel Power Products (Gensets);
27. Satyam Computer Services Ltd (Satyam - Computer Software);
28. Satyam Infoway Ltd (Satyam - Internet Services);
29. Compaq (Compaq - Computers);
30. Cadila Healthcare Ltd (Everyuth - Healthcare);
31. Blow Plast Ltd (VIP Skybags - Luggage Carrier);
32. Dabur Ayurvedic Specialities Ltd (Nature Cure - Ayurvedic
Products);
33. Henkel Spic India Ltd (Fa - Soap);
34. Hindustan Motors Ltd (Mitsubishi Lancer - Automobile)

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AWARDS

Mudra communication ltd. has got national and

international awards.

1. International awards- Number of award-230 like Connes,

D&AD, Clio, One show, Ad fest, communication arts, New York
festivals and others

2. National awards – Number of awards-825 like Abby, CAG,

Ad clubs, AAAI show case of India advertising and others

3. Agency of the year 8 times – Mudra founder A.G.

Krishna Murty has been honored multi times including
• Calcutta Ad club Hall of fame
• A&M Ad person of the year
• Media international one of the international Ad industry
1998
• AAAI premnrayon award recognition of pioneering spirit
and entrepreneurial vision
• Mudra south agency of the year at paper award and the Ad
club Cochin.

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SWOT Analysis of Mudra communication

Strength

- Satisfying the need of the customers

- Meeting up the client requirements in time
- Innovative & creative in advertisement segment
- Quality in advertisement
- Global exposure with higher rewards & appreciation
- Efficient team working environment

Weakness

- Pricing strategy
- Lack in promotion strategies towards increasing the brand name.

Opportunities

- Entering in global market to attract global clients

- Being the oldest advertising agency in India, it brand among its
clients- they have lot of client coming back with new product for
getting advertised.
- In its successful journey, they lot of wonderful memorbal
advertisement done by them- this has increased there brand
image in the Indian market.

Threats

- Challenging stiff competition from its competitor’s from both

domestic & international levels.
- Changes in the taste & preferences of clients.
- Lack of creative minds & also too expensive in overall
management.

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Competitors of the Mudra communication;

AGENCY PLACE
Adbur Pvt Ltd Ghaziabad
Akshara Advertising New Delhi
Ambience D’Arcy Mumbai

Chaitra Leo Burnett Mumbai -

Pvt Ltd

Conclusion:
In today’s world which is fast moving & dynamic, people’s wants,
need and desires are changing; it’s very important to know them and
give them what they want. This is the main objective of advertising
where ad agency plays major role in market research, making of
creative, launching it in the market, taking the feedback of consumer
and making any product famous and acceptable among consumers. Ad
agencies are playing an important role in shaping present and future of
not just selected brand but of entire company.

There is no one -- sure-fire -- best way to advertise your product

or service. It is important to explore the various advertising media and
select those which will most effectively convey your message to your
customers in a cost-efficient manner. Always to be remember,
advertising is an investment in the future of your business.

Ad agency is service industry it is growing very fast .talented

people are hired and they are showing there creativity ability .the ad
agency are providing services to the branded company carrying there
advertisement campaign most effectively.

They know how to attract the consumers .from one side agency
are very costly they are charging more money for the advertisement
campaign. On other side it is useful to the company .the ad agency can
launch the company product in better way.

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I think ad agencies are playing key role in-increasing the brand &
performance of a product or services of a company. Thank to ad
agencies contribution for changing our world of dreams & desire.

Bibliography-

Marketing management by Philip kotler

Advertising principle practice by Burnett wells Mariraty

www.google.com
www.india advertising agency.com
www.yahoo.com
www.msn.com

Mudra Communications Ltd

Mudra House, Sheth CG Rd, Ellisbridge, Ahmedabad 380 006
Tel: (0091 79) 656 5659 Fax: (0091 79) 642 5058

Branch telephone numbers:

Ahmedabad: (0091 79) 646 1530/23
Bangalore: (0091 80) 5588692
Delhi: (0091 11) 616 5290/92
Mumbai: (0091 22) 496 4800
Chennai: (0091 44) 825 0932, 8273151
Calcutta: (0091 33) 474 9084/85
Hyderabad: (0091 40) 3314181, 3390494
Kochi: (0091 484) 365750/301
E-mail: r.arora@mudra.com
URL: www.mudra.com

Capitalised billings: Rs 5232.54 million

Television billings: N.A.

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