In the wake of three launches, namely, Celsius – the event solutions arm, Water – the brand strategy and design consultancy and Terra – the integrated rural solutions outfit, Mudra has launched 10 Integrated, a specialised unit for sports marketing.
The unit will be headed by Mohit Bhagchandani, initially out of Mudra’s Mumbai wing. It will offer a wide range of services through the platform of sport, including sports related activations, sports research, licensing and merchandising, celebrity management consultancy and acquiring/creating sports related entertainment content for television and internet.
To differentiate itself from the rest of the market, 10 Integrated will offer a wider perspective on sports marketing and creating a complete communication platform. It will engage brands with sports at a strategic level, going beyond endorsement and sponsorship deals. It will have a dedicated communication planning and creative team as well as a team of sports marketing specialists in planning, creative, media, activation, events, and a digital team.
In a press release, Pratap Bose, chief operating officer, Mudra Group says, “The face of sport is rapidly changing in India and an impetus on packaging is the need of the hour. Further, India is now playing host to various major sporting world events in the near future. We believe that an effective marketing strategy, backed by an integrated advertising outfit, can give 10 Integrated a solid base to operate from.”
Madhukar Kamath, managing director and chief executive officer, Mudra Group, shared his vision for 10 Integrated in an official communiqué, “The Indian sports industry has grown by leaps and bounds in the last few years. We have begun to see a move towards entertainment beyond pure sports. Opportunities abound to bring brands and sports together. Our role, as an integrated marketing communications network, becomes more exciting, as we facilitate the dialogues for brands through sports.”
Bhagchandani has almost ten years’ experience in the field of sports marketing and event management. He has previously worked with Procam International for over three years, Total Sports Asia for three years and Ogilvy Action for over a year.