Indiantelevision.com Team

(7 October 2008 5:00 pm)

MUMBAI: Close on the heels of launching Terra (rural marketing unit) and Water (brand strategy and design consultancy), the Mudra Group has launched Celsius, a specialised unit for integrated event solutions.

Celsius will offer its clients a wide range of services ranging from designing branded experiences to creating thematic programs to maximising the impact of brand communication.

The unit will begin its operations in top metros and will extend its footprint to next 20 cities through its sister agency Kidstuff.

Team Celsius will be headed by Vandana Verma, who has been working in the events and entertainment business for close to a decade. Her expertise lies in creating large format entertainment concepts. Verma was last heading Ogilvy Live North and was instrumental in putting together a winning team and creating some memorable events for her clients like Motorola, American Express, Nestle, Unitech and Coke.

Additionally, Celsius will work closely with the central planning and analytics team to develop experience measurement tools so that clients can measure the ROI (return on investment) of their engagement activities.

Mudra Group CEO and MD Madhukar Kamath said, "Celsius strengthens our Brand Experience offering. We now have a top-notch events team in addition to our existing talents in relationship marketing, digital branding, trade and consumer promotions. We're creating competencies that marketers need to build valuable brands. Celsius will help brands come closer to customers in more engaging and meaningful ways".

Mudra Group COO Pratap Bose said, "Celsius aims to heat up the interactive and event marketing space in India with an offering that will create lasting impressions by designing experiences for our brands, rather than just events. The creative trigger behind the curtain is the difference between WOW and just another run-of-the-mill execution. That is what Celsius will demonstrate in a category which is currently lacking in creative thinking."

Anurag Gupta, President Strategic Ventures and Integration, said, "Experiential marketing is of considerable importance to brand strategy, but current offerings in the market are purely tactical with no differentiation apart from cost of execution. Celsius aims to be an evangelist and change the perception of the industry through cutting edge thinking, innovative integrated solutions and best-in-class execution. Events for us are not a one day branded extravaganza. They are catalysts to initiate a sustained and meaningful dialogue with the consumer through pre and post event programs. Celsius will work seamlessly with Tribal DDB (digital), Rapp (relationship marketing) and Kidstuff (promotional marketing) to offer clients complete experiential marketing rather than slivers of interaction."