Mudra launches 10 Integrated sports marketing unit

Televisionpoint.com Correspondent | Mumbai
Mudra has launched 10 Integrated, a specialised unit for sports marketing, after its previous three launches - Celsius, the event solutions arm, Water, the brand strategy and design consultancy and Terra, the integrated rural solutions outfit.

Headed by Mohit Bhagchandani, out of Mudra's Mumbai wing initially, 10 Integrated will offer clients 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.

Madhukar Kamath, managing director and chief executive officer, Mudra Group, says, "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."

10 Integrated will be differentiated from the rest of the market through its wider point of view on sports marketing and creating a complete communication platform. It will go beyond endorsement and sponsorship deals and aim to engage brands with sports at a strategic level.

The agency will also have a dedicated communication planning and creative team, helping clients to use sports as a complete communication platform. The outfit will have an amalgamated team of sports marketing specialists with planning, creative, media, activation, events, and a digital team.

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."

Bhagchandani has almost a decade of 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 a little more than a year.