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Tag: DDB Mudra Group

  • Eight Indian entries make it to the Design Lions shortlist

    MUMBAI: A total of eight entries from India have made it to the Design Lions shortlist at Cannes Lions 2012, including six from the DDB Mudra Group.

    BBH India and TBWA India have also found their entries shortlisted.

    For DDB Mudra, Group, three shortlisted entries have come for automobile manufacturer Volkswagen, two for the Ministry of Tourism’s Incredible India campaign and one for its work on Geebees Food’s Coffee Gold brand.

    TBWA has been shortlisted in the Logo Design sub category for its work titled Elephant Combs for MKV Household Products, while BBH’s Chaplin Chapters for Movies Now has been shortlisted in the Posters sub category.

    DDB Mudra Group’s The Hinglish Project for the Incredible India initiative by the Ministry of Tourism has been shortlisted in two sub categories – Consumer Services and Design Typography.

    The agency developed a typeface that would make Hindi less intimidating and more approachable and friendly so that tourists to the country find it easier to read road signs.

    The fusion-font design allows the reader to discern the phonetic sound of a Hindi character by looking at the corresponding English alphabet superimposed on it. This helped Incredible India create a typeface for foreigners to familiarise themselves with native language. Its Moustache Gym (Volkswagen), Musical Jungle (Volkswagen)and Stay Alert – New York Blackout (Geebes Beverages) campaigns have been shortlisted in the Illustration sub category while Iconic (Volkswagen) has been shortlisted in the Poster sub category.

  • 22 Indian entries in fray for Outdoor Lions

    MUMBAI: The Outdoor Lions shortlist at this year’s Cannes Lions has 22 entries from India with four each from McCann Worldwide, Leo Burnett and Brand David Communications, three each from Ogilvy and Mather and the DDB Mudra Group, two from Bates Mumbai and one each from Grey Worldwide and DraftFCB+Ulka.

    The McCann’s campaign for Western Union Money Transfer earned it three entries in the sub category of Banking, Investment and Insurance for the Franklin Gandhi, Lincoln Fahd and Queen Mao executions.

    The fourth entry from McCann is for the Keeping the Legends Alive for SaReGaMa India during the Sawai Gadharva music festival in the Special Build sub category.

    All four entries of Leo Burnett’s are in the sub category Home Appliances, Furnishings, Electronics and Audio-Visual for its executions themed Cigarette, Socks, Fish and Eggs for Bajaj
    Electricals Exhaust Fans.

    Brand David’s entries are Pig Attack, Buffalo Attack, Deer Attack and Goose Attack in the sub category Cosmetics and Beauty, Toiletries & Pharmacy. The agency carried out the executions for Soliance Pharma Products Peptocid Antacid Tablets.

    O&M’s work for Yahoo earned it two shortlist spots: one in the Special Build sub category (Carry Heavy Attachments) and one in the Transit sub category (Truck Attachment). Its third entry came in the form of the Chanting Lighter campaign it conceptualised and executed for the Cancer Patients Aid Association’s Anti Smoking Initiative. This entry falls in the Small Scale Special Solutions sub category.

    The DDB Mudra Group secured its three shortlist entries for its work on Steadfast Shredders titled Elvis, JFK and Roswell in the Business Equipment and Services sub category.

    Bates’ two spots on the shortlist were for the agency’s work for Park Avenue Wrinkle Free Shirts in the sub category Clothing, Footwear and Accessories.

    Grey’s entry was shortlisted in the Home Appliances, Furnishings, Electronics & Audio-Visual sub category for its work on FujiFilm India, while DraftFCB+Ulka’s entry came in the sub category
    Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages for its campaign titled Falling Hoarding for Mumbai Traffic Police.

  • Four Indian entries to contest in Cannes Lions Promo & Activation category

    Four Indian entries to contest in Cannes Lions Promo & Activation category

    MUMBAI: Four entries from India have made it to the shortlist of the Cannes Lions 2012 Promo and activations category.

    These include JWT‘s work for Times of India Kerala titled God‘ Own Delivery Boys, DDB Mudra Group‘s The Killing Stapler campaign for the Sanctuary Magazine, The Door Step School‘s Ink Pad initiative by Leo Burnett India and Percept/H‘s Anti Terror Bag campaign.

    JWT has been shortlisted in the ‘Publications and Media‘ sub category. The campaign was carried out when Times of India launched its Kerala edition. Kerala has been dominated by language dailies like Malayala Manorama and The Mathrubhumi.

    In order to grab eyeballs and enter with a bang, TOI needed a campaign that would relate to local tradition. Drawing upon ancient local folklore, the newspaper employed 108 elephant delivery boys across 10 cities from where the local editions were to be published, 126 boat delivery boys across 1,500 km of backwaters and 180 kalari warrior delivery boys across the hill country.

    The campaign used local loudspeakers, postcards, posters, press ads and radio spots to announce the phone number to call for home delivery anywhere in Kerala reaching out directly to urban and rural homes across the state. More than 100,000 newspapers were delivered on the launch day with a total of 500,000 plus newspapers delivered across seven days.

    The Killing Stapler campaign, which has been shortlisted in the sub category ‘Use of Guerilla Marketing in a Promotional Campaign‘, was aimed at creating awareness about the negative impact of paper wastage through printed copies on wildlife.

    To reach this objective, DDB Mudra Group designed a special stapler and discreetly placed around obvious sites as a part of the environment. This stapler, when used, printed a stamp at exactly the point the stapler held the paper intact, thus making the user realise how the printout harmed the environment. The agency planted 135 staplers over a span of nine days.

    Leo Burnett‘s Ink Pad campaign for Door Step School has been shortlisted in the sub category ‘Charities‘. The initiative was an effort towards increasing awareness and participation in the client‘s adult literacy drive. The objective of the promotion was to give uninterested adults the first taste of how much fun learning could be.

    In order to bring illiterate adults, Leo Burnett placed a transparent sheet with cut-outs of the alphabets of Hindi (devanagari script) on top of a regular ink pad which allowed illiterate individuals to print their name. A door to door activation was conducted with the help of local volunteers, using the ink pad and thus turning the symbol of illiteracy – the thumb imprint – into a tool to write and encouraged people to enroll for the adult literacy programme.

    In the Public Health and Safety, ‘Pubic Awareness Messages‘ sub category, Percept/H has been shortlisted for its anti terror awareness campaign titled the Anti-Terror Bag. With the aid of law enforcement agencies, Percept/H agency placed a special knapsack inside local trains that contained a device that would tick like a time bomb and then announce a safety message.

  • TracyLocke India brings on board Mehta & Ramakrishnan

    MUMBAI: DDB Mudra Group’s shopper marketing wing, TracyLocke India, has appointed Samir Mehta to the post of head- business and operations.

    Pradeep Ramakrishnan will serve as TracyLocke India head – strategy & insights along with his current duties as DDB MudraMax Media VP.

    Founded in 1913, TracyLocke is a creative agency and is a part of the DDB Worldwide Network. Its client list includes brands such as HP, T-Mobile, Starbucks, Johnson & Johnson, Gatorade, Tropicana, PepsiCo, Sony and Unilever’s Lipton.

    DDB Mudra Group COO Pratap Bose said, “Tracy Locke India will help build the B2R (Business to Retail) practice for clients and will create strategies for converting consumers into shoppers. With the appointments of Samir Mehta and Pradeep Ramakrishnan we now have the momentum to aggressively push the Tracy Locke India agenda, and build a great shopper marketing and retail capability for our clients.”

    Mehta said, “Evolution of retail in India calls for a better understanding of how the shoppers, shop at the last mile in India. This becomes imperative for brands. For this, brands need to develop shopper insights. With TracyLocke, who have a commendable record with working on some of the best global brands, and with the Indian retail environment being unique in its own way, TracyLocke India will be customizing the requisites of each of our clients to suit this market, which currently comprises of 95% being unorganized and the remaining 5% organized.”

    Ramakrishnan said, “Shopper Marketing in India is not just about marrying the interests of the brand, retailer and shopper. It is more complex than that. The role of insights in this scenario would therefore be about ‘Bringing a Method to the Madness’. TracyLocke India with its proprietary tool, processes and measurement systems will lead the creation of new ways of understanding, analyzing and influencing the shopper in India.”

  • DDB Mudra Group outlines structure to push growth

    DDB Mudra Group outlines structure to push growth

    MUMBAI: Omnicom‘s big push in India continues as it wants to dig deep into the fast-growing emerging markets amid slowdown worries in the U.S. and Europe. Completing 100 days of integration since acquiring majority stake in the Anil-Ambani promoted Mudra Group, it has chalked out a growth map in an important market where it lags behind rivals such as WPP.

    DDB Mudra Group, the new name, will now operate in India through eight branded agencies including Mudra. The other agencies are DDB Mudra, DDB MudraMax, DDB Health & Lifestyle, RAPP, Tribal DDB India, Water and Maatra.

    A new growth area will be the India entry of TrackyLocke, DDB‘s shopper marketing agency, in partnership with Mudra Max. Realising the significance of the market with the explosion of retail, TracyLocke has identified India as a gateway to the Asian region.

    DDB Group aggressively wants to grow in the Asia Pacific region and has pursued the acquisition route to support its organic growth. “We are growing faster than our rivals such as WPP in this region. The Asia Pacific region is the only one that is seeing a significant increase in business, and we are fully committed to growing our offerings here,” said DDB Group Asia Pacific, Japan and India chairman and CEO John Zeigler, while speaking to reporters at a roundtable to announce the launch here today.

    The Asia Pacific region contributes 11 per cent to the revenues of the DDB Group, trailing behind Europe (44%) and North America (38%). The growth potential in the region, however, is huge and ad conglomerates like WPP and Publicis Groupe are snapping up companies to tap new revenues.

    As part of the restructuring, Water, the strategic branding and design consultancy, will represent Omnicom‘s brand consultancy Interbrand in India.

    The thrust will be on integrating the group‘s offerings in India as well as with specialist agency brands for their expertise from across markets. 
    “40 per cent of our mainstream advertising clients are accessing more than one service from the network in India. With such specialised offerings and expertise, we intend to grow this,” said DDB Mudra Group CEO and managing director Madhukar Kamath.

    What is the need of having two creative agency brands? Explained Kamath, “Both DDB Mudra and Mudra will divide the clients according to the relationships they have with them. Longstanding brands like LIC that have been associated with Mudra will continue to be with it.”

    The organisation structure has been simplified to meet the new needs. The executive board of the group will consist of Kamath, Pratap Bose (DDB Mudra Group chief operating officer) and Sonal Dabral (DDB Mudra Group chairman and CCO). Dabral, who quit Bates India, will assume charge on 1 March.

    “With Dabral coming on board, we are poised to become a new power in Indian advertising. The most important thing is that we have raised our creative profile,” said Ziegler.

    While Rajiv Sabnis will head the Mumbai operations, Vandana Das will be head of Delhi and Rajni Cherian will operate as EVP and head Mudra South. Sabnis and Cherian are already on board while Das will assume her post on 19 March.

    TracyLocke India will be managed by Pratap Bose, DDB Mudra Group chief operating officer.

    Said Bose, “The entry of TracyLocke complements the DDB MudraMax ‘feet-on-the-street‘ strengths and given our huge footprint in India, I believe that the TracyLocke India model will certainly add value to both our global and retail brands.”

    TracyLocke‘s roster of clients include HP, T-Mobile, Starbucks, Johnson & Johnson, Gatorade, Tropicana, PepsiCo, Sony and Unilever‘s Lipton.

    Said TracyLocke global chief marketing officer Jim Sexton, “Once we saw the level of retail expertise and comprehensive knowledge of the India consumer and shopper at DDB MudraMax, we knew we had the perfect fit. We look forward to delivering to our clients a unique brand of shopper marketing relevant to each segment of the Indian market. Additionally, we hope to share proprietary marketing tools that we can take from India to the rest of the world.”

    Water, as part of the global Interbrand network, will continue to be headed by Ashish Mishra.

    Said Kamath, “Water is no stranger to Interbrand. In fact, Ashish has worked closely with Interbrand on some of its projects in India. We are very excited that the best in India is teaming up with the best in the world in order to provide best in class business solutions to our clients in India.”

  • Mudra Group realigns structure

    Mudra Group realigns structure

    MUMBAI: The Anil Ambani-owned Mudra Group, which has recently got acquired by Omincom, has made its first realignment in the structure.


    As Omnicom increased its holding in the integrated agency, starting January 2012, the group will be known as DDB Mudra Group and will have DDB, Mudra, and Mudra Max under its umbrella, reveals a highly placed source in the company.


    Also, Ingnite Mudra will become Mudra Ahmedabad, while design outfit Water and pre-production division Mantra will not see any change.


    Additionally, Pratap Bose will be the new CEO of Mudra and will continue to head Mudra max while Sandeep Vij will head DDB.