The Hindu Business Line : Mudra acquires Kidstuff marketing services co

MUDRA Communications Pvt Ltd today acquired the Delhi-based Kidstuff Promos and Events company (KPE) in a bid to reposition itself as an integrated marketing communications agency.

KSE is a promotional marketing services company with expertise in consumer contact programmes specific to schools and colleges, and other consumer promotions.

The agency currently has billings of around Rs 20 crore and has all India reach of 535 towns.

This is first below-the-line acquisition by Mudra Communications and it will now hold 74 per cent stake in this company.

"The strategic intent behind this acquisition has been the Mudra's desire to offer best services in promotional marketing space, besides completing its marketing service offering to all clients in India," Mr Madhukar Kamath, Managing Director, Mudra Communications Pvt Ltd, told Business Line.

The relationship will be symbiotic with Mudra getting an independent access of KPE's existing clients, and the latter utilising the Mudra's resources to consolidate its presence in the promotional marketing space.

"Consumer promotions offer better return on investments and most of these activities are measurable. This deal will be a synergy of mainstream advertising with below-the-line marketing activity," Mr Pankaj Wadhwa, Managing Director, KPE, said.

KPE currently has a database of 16,000 schools, 1,000 colleges, 5,000 parlours, 1,500 pubs and restaurants, 500 call centres, 250 cinema halls, and 100 malls, Mr Wadhwa claimed. Its key clients include HLL, Intel, Bausch & Lomb, Discovery Channel, Pepsi, Cartoon Network, ITC Foods and several others.

Mudra is examining other areas in its pursuit to offer total branding solutions, and will invest in them moment new opportunities arise, Mr Kamath said, while indicating that the agency partnered with Rapp Collins, the international direct response agency, last September.

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