45779873 Mudra Communications

8/3/2019 45779873 Mudra Communications

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MUDRA

COMMUNICATIONS

Analysis of an advertising agency

RANGOLI MEHROTRA



Points to Preview

All about Mudra

Structure of the agency

Their clients

Campaign analysis

Facts

Contacts

References



All about Mudra

Founded in the year1980 by A.G. Krishna Murty

Became 3rd largest agency in nine years

Total branding solutions

Four agency networksMudra Advertising

DDB Mudra Group

Mudra Max

Ignite Mudra

Capitalized billings: Rs 5232.54 million



Structure of the agency



Their Clients



Campaign analysis : McDonald's

McDonald‟s entered India in 1996

There was a barrier towards the McDonald‟s menu

and low footfall initially

Was perceived to be a western place and

unaffordable

F a s t F o o d R e s t a u r a n t



Get people in. Increase footfalls.

Convert footfalls into profitable

footfalls.eg:

Cone launched at Rs.7/-

Bounce back coupon with every

cone. (Rs.15 off with every

Economeal)

Economeals launched at Rs.29,

39 & 49.

Create a distinctive image of

McDonald‟s in the consumer‟s

mind.

Task

Welcoming and affordable

family restaurant with an

exceptional eating experience

Target Identified

Families with children. The bull‟s-

eye identified as the main

decision maker: fathers.

Phase I (1997-1999) Phase II (2000 onwards)

Campaign analysis : McDonald'sF a s t F o o d R e s t a u r a n t

Results

48 % increase in Footfalls.

30 % increase in Sales.



Phase I - Communication Strategy



Phase II- Instigation Strategy

Showcase Value. This was done by commercials which showedpeople from all over come in to experience McDonald‟s great

prices.

Veg Surprise- 15 secs

A couple is ambling down a

sidewalk when the wife shylyinforms her husband: „Rahul,

humaare ghar mein ek

mehmaan aane wala hai.‟

Excited, he tells her:‟Yakeen

nahin hota! McDonald‟s ka

veg surprise sirf 17 rupaiye

mein?‟ All his attention is on

the poster on the window.

They are now seated inside

enjoying the burger when the

man recalls: „Mehmaan?

Mamaji aa rahein hai?‟

She is in splits as the logo

appears: „McDonald‟s mein ahi

kuch baat. McDonald‟s family

restaurant.‟



Phase III- Sustenance Strategy



McDonald‟s today

Change in Consumer PerceptionsPremium food – Premium & hence good quality

Posh/status symbol – Posh with ‘equal environment‟

Premium price – Affordable

Bland western food – Different (less spicy, non-oily, crispy ,fresh) & hence a good change

Expensive western – A good experience for the restaurant

entire family & money well-spent

Childish – Childlike, young at heart Loud and meant – Mature, intelligent, calm, for youngsters

cultured place for families

Growth in Sales & Transactions (footfalls)

28% growth in sales.

23% growth in transactions.



Facts

International Awards: No. of awards -230 (Cannes,D&AD, Clio,One Show,AdFest,

Communication Arts, New York Festivals & others)

National Awards: No. of awards – 825 (Abby, CAG, Ad Clubs, AAAI,

Showcase of Indian Advertising &others)

Agency of the year eight 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 1998AAAI premnrayon award recognition of pioneering spirit and entrepreneurial vision

Mudra south agency of the year at paper award and the Ad club Cochin.

“For us, Mudra is not an agency, it is more of a true brand custodian”

Mr. D. Patel,Managing Director,Paras Pharmaceutical Ltd.



Contacts

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 1530/23Bangalore: (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: [email protected]

URL: www.mudra.com

mailto:[email protected]

http://www.mudra.com/






References:

www.mudra.com

www.afaqs.com

www.Mcdonaldsindia.com

Google images for various logo‟s


http://www.afaqs.com/

http://www.mcdonaldsindia.com/

http://www.mcdonaldsindia.com/

http://www.afaqs.com/


45779873 Mudra Communications

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