Celsius is the third outfit launched by the agency in the third consecutive month.
Mudra is on a launch spree. Adding brand strategy and design consultancy to the agency’s kitty, the first outfit to be launched in August was Water. Terra, the integrated rural solutions outfit, followed in September. Now, Celsius adds event solutions to the platter of services offered by the group.
While focussing on providing event solutions to clients, Celsius will also look at developing experience measurement tools to help clients measure the return on investment (ROI) of their activities. Initially, the operations of the outfit will be limited to the top metros. Subsequently, it will spread its footprint to about 20 more cities with the help of Kidstuff, the agency’s promotional marketing unit.
Pratap Bose, chief operating officer, Mudra Group, says, “There are a lot of agencies which have attempted to set up event solution units in the past, but have failed. With only two options, the creation of a separate unit and the acquisition route, the latter seems to have worked. Individual units have failed probably because they are considered to be small promotional event (read launch) managers, when actually it is much more than that.”
“Mudra aims to use events as one of the arms of the 360 degree thinking of the agency. It is the creation of the idea behind the event that matters more than anything else. Clients also like to take advantage and go beyond simply a launch,” he adds.
Vandana Verma, former head, Ogilvy Live, North, has been roped in to head Celsius. She has almost a decade of experience in the events and entertainment business. Her strength lies in creating large format entertainment concepts. She has designed and produced festivals of performing arts and various live events in the UK, Singapore, Indonesia, Australia, New Zealand and India along with their broadcasting on television.
At Ogilvy Live, she worked on the events for clients such as Motorola, American Express, Nestle, Unitech and Coca-Cola.