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Mudra unveils events unit Celsius

The Mudra Group has launched a new event solutions unit, Celsius, which will focus on providing brand-related event management services.

, ET Bureau|
Oct 07, 2008, 01.57 AM IST
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MUMBAI: The Mudra Group has launched a new event solutions unit, Celsius, which will focus on providing brand-related event management services.

The launch comes close on the heels of two other specialist offerings that Mudra unveiled recently��� that of brand strategy and design consultancy Water, and integrated rural solutions division Terra.

"Marketing services will be a key driver for Mudra between media and advertising, and with Celsius we have completed about 80% of our bouquet," Pratap Bose, COO, Mudra Group, said, speaking about the strategic importance of the new units.

Celsius will focus purely on brand-related events, and will not compete directly with event management companies like Showtime and Wizcraft.

The unit, which is headed by old Ogilvy hand Vandana Verma, will work seamlessly with Tribal DDB for digital, Rapp Collins for relationship marketing and Kidstuff for promotional marketing. Anurag Gupta, president, strategic ventures & integration, Mudra, said that "the below-the-line (BTL) space in India is growing 40% YOY, and we are looking at similar figures."

With Celsius, Mudra's list of marketing services units now stands at ten, and Mr Bose reveals that the other verticals where announcement of specialist offerings are expected next month are "the retail space and sports marketing".
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