By IANS
Chennai : Leading advertising agency Mudra Communications Pvt Ltd is focussing on retail and lifestyle segments for increased business in southern India.
The past 18 months has seen the agency beefing up its southern operations and restructuring its command structure.
“We are breaking away from what we have been doing in the south all these years,” S. Radhakrishnan, president-south, told IANS here.
Anil Ambani-owned Mudra earns nearly 18 percent of its total revenues from its southern operations.
Some of the agency’s well-known clients from the south include Peter England, Paragon, TTK Prestige, Henkel and United Spirits.
“We have now integrated the creative, finance, client services and other functions under one command structure,” said Radhakrishnan.
The agency also hired experienced hands like Joono Simon, executive creative director, Ranji Cherian, senior vice-president, and Saji Jayakumar and Vignesh Iyer, branch heads for Kochi and Chennai branches, respectively.
According to Radhakrishan, the agency has identified Tamil Nadu and Kerala as the key markets.
“We will target the lifestyle and retail sectors in this region. Kerala also offers prospects for food products and jewellery stores,” he said.
That apart, he said the agency would try to get more business from its existing clients.
With many of the brands the agency handles in the south going to other regions, Mudra decided to consolidate its existing relationships.
In the retail segment, the agency will showcase its success in unique positioning of RmKv stores in Chennai.
The RmKv campaign has been short-listed for the Advertising and Marketing Effectiveness award.
In order to take advantage of the new media space, Mudra is now convincing its clients to spend on building brands on social networking sites and blogs.
Radhakrishnan said the agency would start its work for a beverage brand amongst the blogging community.