Re Branding Story

8/8/2019 Re Branding Story

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After turning 30 earlier this year,the Mudra Group reached a newhigh recently, with the unveiling of a fresh brand identity.

Here is how the rebranding story of brand Mudra unfolded.

For the original challenger brand of theIndian Communications Industry, nowthe largest network in terms of scale,diversication and footprint, what thenew brand would be was not totallyclear at the beginning. What was clearthough, was a clear appreciation of thebranding perspective and its role. Thefact that a brand is not just a logo. AndBranding in the 21st century has theBrand at the centre of the organization.

To do a thorough job of our rebranding,we, the branding company of the

Mudra Group, Water Consulting,decided to take this up as a formalbranding assignment. We spent about9 months, per its process of enquirywith internal stakeholders, discussionswith the leading thought leaders of theindustry, and a comprehensive analysisof existing and emergingopportunities, before beginning to

design the identity and experience.


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When we create a brand, we create a culture.

And culture is made up of faith, beliefs, philosophy,customs, languages, myths and art.

Being a creative business, we are choosing to share the culturewe have set out to create for Brand Mudra, by using the last, andperhaps the most evolved, free and rich expression of cultures

its art. Allow us to share our story through art and pictures.

At Water, the approach to brandingis simple. We believe a Brand is a Culture.


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What is the world 2.0 like and what are we doing to lead ourindustry in it.

The future is marked by uncertainty and an extreme dynamic.Thanks to the interconnectedness, discontinuous technological

enablement, democratization of information, media andmarketplace, convergence and transference of brand control frommarketer to the consumer.

So what would be the new face of Mudra tolead our industry in this world 2.0 marked byuncertainty, multiplicity and chaos?

To answer this, and to seek inspiration for our

new core, we simply looked at what do wehumans do when faced with the new andunknown.

The answer was, WE EXPERIMENT.

Experimentation clearly is the commonest human behaviourexhibited when trying something new the trial brush stroke of an artist, the experimental smear of a new lipstick or rouge, thefree scribble of a new pen, the splash of a new colour shade, the

spray of a new mix paint.

There are only three things thatwe will use to share the story of Brand Mudra The Sepia Colors of past, theBright Colors of future, and theCanvas of business opportunitieswe would paint them on.

Lets begin with what formed the historicalimprint of Mudra.

Meetings with the old Mudra hands - thefounder members and industry veteransrevealed that the strongest originalexperiences with Brand Mudra were around theEntrepreneurial, Indian, UnconventionalAmbitious Attitudes, the Hands Symbol in Redcolour, and most signicantly, the CAN DOmudra spirit.

Its this CAN DO spirit that led us to take thisdening step of rebranding, re-imagining andre-engineering ourselves to create Mudra 2.0,

for the world 2.0. While the industry still talksabout what makes up this world 2.0, we in thetrue Mudra CAN DO style, are pioneering thecomplete restructuring required for it.


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What would be the correspondingsymbology?

It was absolutely imperative for our branding platform of Inventiveness to be dynamic and exible. So, for the primarygraphic, being a creative industry related to visual arts, weemployed the artists experimental trial of a brush stroke.


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How did we combine the new graphic ideawith the historical imprint and identier, themudra hands?

By opening it up. By taking the hands out of the connement of

roundel and set it free. Free to experiment, free to invent & freeto try.

Further enhancing it through an abundant splash of color as itssupplementary graphic.


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How does inventiveness andexperimentation go forwardinto our offerings?We began with making the experimental graphic device the brush stroke, a way of extending the new core into our

4 Agencies, and qualifying it with their raison dtre.


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Mudra India, our Branding & CommunicationAgency, had its reason-to-exist in focusing on thenew paradigm of Socio Cultural Connects that ledto Conversations.

DDB Mudra, our second Agency focusing on theglobal clients, took on DDBs vision of creatingInuence for Behavioral Change.

The fourth Agency Ignite Mudra, mandated toresurrect the original success formula of Mudra,renewed its commitment to Partnership

for Entrepreneurs.

Max, our fastest growing Agency focused in the spaceof Integrated Engagement & Experience, has a clearrole of maximizing the impact.

Inuence &Behavioural Change

Integrated Engagement

& Experience

PartnershipsFor Entrepreneurs

Branding& Communication


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CulturalEmpathy

CuriousExperimentation

InfectiousExpression

DynamicIntegration


Integrated Engagement& Experience



Inventive Brand Solutions

What therefore is the branding platform,we are taking?


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...and the SBUs under each of the Agencies.The nal set of symbols to reinforce theirrespective stories of experimentation, were thencreated for each of the 4 Agencies...

Water Consulting, Mudras Strategy & Design ConsultingCompany, added a graphic of a free owing river, in syncwith its vision to create brand cultures around water.

Maatra the Localization & Pre-media Services, chose anillustration paint pour.

Tantr, the Content Creation company, found the drama of red smoke patterns suitable.

Cirrus, the Corporate Image Analyst, chose a randomcollage of clippings and pictures.

Stencil art continued to inspire the graphic style of DDBMudras SBU, DDB India.

The air for experimentation as a core value camethrough in the form of stencil art.


The Mudra core of experimentation gets reinforced for

this variegated Agency with 14 constituent companies,through a kaleidoscopic pattern.

Integrated Engagement& Experience

The fresh and out of box thinking entrepreneur partnergot a green wave as its supplementing graphic .


The supplementary graphics for experimentation providedby free owing ink.



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The decisive science of customer managementexpressed by the measured yet lyrical calligraphic art.

Cutting edge engagement in the digital world - capturedin the stroke of the virtual brush.

The innite orange peel signies limitless solutions forbrands that touch human lives.

Offering Business Solutions through Media, determined torevisit its mindset in the transformed media paradigm, choseto express its experimentation resolve through crayons.

The primary OOH Solutions Company, saw the h eritagebillboard painting brush-strokes appropriate.

The Retail Design & Visual Merchandizing Company,resorted to a more cosmetic apparel pattern to adornitself as its experimentation graphic.

The Navigation Solutions Company, found the trials anderrors to get out of a maze, suitable.

The Outdoor Environment Consulting Company, simplyresorted to a splash of paint on a wall.

A dedicatd Telco OOH Company, chose a bolder strokeof paintbrush.

The Human Solutions Company demonstrated itsexperimentation through a human form made out of exible Chinese game Tangram.

The Promotional Marketing Company, joined in theexperimentation brigade with kid centric arigamy orballoon art.

Integrated media and channel solution the dynamismand boldness of the spatula stroke.


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This is how we drew up the new story of our future,

which often is better painted than told.

The best-in-class Trade Marketing Solutions that are broughtalive by bold and synchronized calligraphic strokes.

The Global OOH Solutions Company, found a variation of the billboard painters strokes interesting.

The Rural Marketing, used a malleable blob of clay forthe purpose.

The psychedelic lights say all about the magic thatmarries brands with entertainment.

The Sports Marketing Company, used the random patternsof a playful gymnasts ribbon to suggest itsexperimentative mindset.

The Integrated Events Management Company, found theexperimental patterns created by strobe lights suitable.

The spirit of Youth Marketing Solutions get captured bythe free and wild strokes of the at nib.

Documents

Re Branding Story