MUMBAI: The times they are a-changing. Mudra, 30 years of age, is reinventing as clients look at brand solutions that help them evaluate their return on investments (RoI). To keep pace with this agency-relationship ideology, the Mudra Group will be wearing a new look and perspective as it strives to create "Inventive Brand Solutions".

Says Mudra Group MD and CEO Madhukar Kamath, "With the market becoming more dynamic and competitive, you need to continuously re-invent and innovate, which is why our core is ‘Inventive Brand Solutions.‘ Clients are spending more on brands and on creating effective value are seeking RoI. Thus, spend on mass media and non mass media is increasing." 
 
Mudra Group‘s strategy and design unit, Water, has created the fresh vision for the company. Based on the pillars of empathy, experimentation, expression and dynamic integration, Water crystallised the Mudra Group‘s new brand platform as Inventive Brand Solutions. 

New Logo

With its new positioning, the group will now have a new logo. In keeping with the spirit of inventiveness, the historical symbol of Mudra, ‘the hands‘, are freed from the rigid roundel. Replacing the solid red circle is the fresh graphic device of the ‘brush stroke‘. Denoting experimentation, energy and dynamism, the brush stroke signifies the commonest human behaviour when trying something new - be it a crayon, a pen or the artists‘ brush.
 
The brush stroke is also an integral part of the branding of the four agency networks. Each agency is now qualified by a unique symbol - the quote mark, a symbol of conversation for Mudra India (the Branding and Communications agency); the degree symbol denoting influence for DDB Mudra (the Influence and Behaviour Change agency); the forward mark symbolising maximal impact for Mudra MAX (the Integrated Engagement and Experiential Agency); and the ‘on‘ button symbolizing a spark of ideas for Ignite Mudra (the Partnership for Entrepreneurs agency).

The company also unveiled its new website, www.mudra.com, created by Tribal DDB India, the Mudra Group‘s digital and new media agency. The new website carries forward the spirit of inventive experiences with its design as a simple, effective and powerful conversational tool. Rather than a passive information source, the new Mudra Group website incorporates a dynamic search tool that encourages and enables users to access the exact information they are looking for.
 
Kamath added, "Turning 30 was a wonderful milestone. Today with the unveiling of the new identity, we make a public promise of offering Inventive Brand Solutions to our partners. Water has done a tremendous job of organising our 4 agency networks and many SBUs through a common purpose and design language that evokes passion and drive. I would like to thank each of the clients in the Mudra Group for having partnered us in our journey thus far. My colleagues and I look forward to a new era of growth and closer ties with each of them in the decade to follow."