MUMBAI: DDB Mudra Group's strategic branding outfit Water Consulting, a merged entity of Omnicom's Interbrand and erstwhile Mudra's strategic branding and design consultancy Water, has posted an encouraging start in the quarter ended June.

In its first three months of operations, the agency has not only expanded its client base but also the scope of its operations. It added new projects like PepsiCo GNG brands Quaker and Tropicana, Asian Paints PPG's corporate branding and environment design, XLRI rebranding, MoneyGram brand expression, and EMMBI's brand strategy, identity and engagement assignment.

With the new assignment, the agency now has a total of three overseas clients - Etisalat, PepsiCo and MoneyGram.

Interbrand London CEO Graham Hales said, "The emphasis on all assignments being carried out now is in line with Interbrand's commitment to creating and managing brand value in a benchmark way."

Water Interbrand business head and head of strategy Ashish Mishra said, "Significantly, Water's central philosophy of creating brand's that resolve socio cultural conflicts has found great resonance with Interbrand's inspirational belief that brands have the power to change the world."

Hales added, "Being a pioneer and a leading global brand consulting network, we would like to create a clearer understanding of how brands are living business assets which when managed well across touch points, create identification, differentiation and value."

The agency also expressed its intent to grow the Indian market as well by providing an approach that demonstrates the measurable value of brands.

Water joined the global Interbrand network when Omnicom acquired majority stake of 51 per cent in Mudra last October. The global brand consultancy is represented in India through Water.