MUMBAI: In line with their vision of growth and expansion, Mudra Communications announced the acquisition of Kidstuff Promos and Events Company (KPE), a promotional agency in the country. Kidstuff Promos and Events, being a promotional marketing services company that is involved in all aspects of below-the-line activities. Mudra will now hold majority stake in this company.

 
 
Mudra Communications MD and CEO Madhukar Kamath said, “Promotional marketing today has taken up the marketer’s challenge and evolved from a short term volume building & tactically based discipline into a strategic range of communications options resulting in sales generation. The promotional marketing industry in India is also expected to double from Rs 500 crore in 2004 to about Rs 1,000 crore by 2005. Hence with the acquisition of Kidstuff we can now tap into this huge market & simultaneously provide all of our clients with ‘below the line offering’. Following our aggressive growth strategy we believe we have the first mover advantage in offering this to the market.”

 
 
Kidstuff Promos and Events MD Pankaj Wadhwa said, “Today, as the number of brands in the Indian market grows, product differentiation will become a challenge and this differentiation will come from the experience each company provides through their respective campaigns via promotional marketing. The promotional marketing industry has also been growing worldwide. Hence now onboard Mudra, we definitely hope to bring value to our clients through creative and design, research & data management and access to a larger canvass."