Mudra sets up arm to handle ADAG
Advertisement agency Mudra has started a media agency ‘Mudra Radar’, specifically to manage media duties for its premier client Reliance ADAG.
According to reliable sources, Reliance DTH (Big TV) adspends alone would be in the region of Rs 150 crore while the overall spends of the Reliance ADA group would be in the Rs 700 crore range. Although not much is known about its television foray, it is known that ADAG has applied for 20 channels.
Speaking to Hindustan Times, Chandradeep Mitra, president of Mudra Max said, “They will soon be the country’s biggest advertiser, second to Unilever." LS Krishnan, president of Radar said, “Reliance ADAG is a very different client. Considering its size and scale, its requirement is also unique. We needed a dedicated team to manage media duties for its various businesses which include Reliance Money, Reliance Capital, Reliance Entertainment, Reliance Infrastructure, Reliance Energy, Reliance Communications among others.”
The Mudra Group has also created a new line of business called Mudra MAX under which two independent agencies –Mudra Connext and Mudra Radar will operate.
Madhukar Kamath, managing director and CEO of the Mudra Group said, “We realised that while we are performing well in advertising and marketing services, we needed a focus on the media front. Our two media agencies will be Mudra Connext and Mudra Radar.”