Mudra gives keyhole view of its brand building strategy

After establishing a series of firsts and managing an entry into the Limca Book of Records, ad agency Mudra has scored another first - a book of nine case studies of brands it has helped develop over the years.

9 Case Studies of Mudra's Leading Brands traces the media campaigns of Borosoft, Dermicool, FairGlow, Henko, ItchGuard, Lancer, MTB, McDonald's and Vatika over the last few years. It lays out the agency's five step approach to brand building that guides each campaign - a landscape audit, assessing the brand's value proposition, the core consumer insights, the execution of the idea and the final closing of the loop. The results are laid out in successive pages - how a third entrant into a monopolized antiseptic cream market - Borosoft - was leveraged with packaging, promotion and positioning to corner a market share of 19 per cent; how the USP of a cooling sensation was leveraged to help Dermicool strengthen its market share over former leaders Nycil and Shower to Shower.

The book also traces the evolution of FairGlow into a Rs 10 billion brand in a span of two years, and the trend it has started launching benefit specific soaps that cater to a well defined segment. While most of the products featured have used cable and satellite television as the vehicle for promoting the brand, a few like the Mitsubishi Lancer have focused on elite and leisure magazines to take the message home.

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