MUMBAI: Water, a strategic business unit of Mudra India, has recently bagged five accounts in the areas of brand strategy, identity design, brand architecture & environment design.

The companies that have engaged Water are (HPCL Mittal Energy Limited) HMEL, Novartis, Reliance Infrastructure, Jafra and Vaibhav Empire.

Water will be creating the identity and behavior guideline for the product brand of HMEL, which is a joint venture between Hindustan Petroleum Corporation Limited (HPCL) and Mittal Energy Investment Private Ltd, Singapore.

Water will also do branding for the transport services of Reliance Infrastructure Ltd.

The agency has been commissioned to interpret the brand to design the space and experience for the Jafra India‘s headquarter at Delhi.

Water will be conducting a brand strategy and architecture exercise on Novartis‘ brand - Calcium Sandoz.

Water has been engaged as a brand partner for Vaibhav Empire to help the company expand its base across the country.

Water chief strategist and head Ashish Mishra said, "Water is an upstream partner in the Mudra Group‘s Inventive Brand Solutions value chain. We create brands and advertising communicates them. And creating a brand is about creating a culture. Branding is all about business opportunities, architecture, resources and competencies on the inside; product & services, communication, engagement and experience on the outside. Overall, we create a business bases for brands, frame-work it, and create its multi-sensorial expression; and contrary to the myth about branding taking a long time to deliver results, we are confident of our strategies and designs making a difference."