Water Adds Five Businesses To Its Kitty

The strategic business unit of Mudra India is engaged by HMEL, Novartis, Relliance Infra, Jafra and Vaibhav Empire.

BestMediaInfo Bureau | Delhi | October 20, 2010

Water, a strategic business unit of Mudra India, the Branding & Communcations Agency of the Mudra Group, has bagged five projects in the areas of brand strategy, identity design, brand architecture & environment design. The companies that have engaged Water are HMEL (HPCL Mittal Energy Limited), Novartis, Reliance Infrastructure, Jafra and Vaibhav Empire.

HMEL is a joint venture between Hindustan Petroleum Corporation Limited (HPCL) and Mittal Energy Investment Private Ltd, Singapore. Water is assigned the task of creating the identity and behavior guideline for their product brand.

Reliance Infrastructure Ltd is India's largest private sector enterprise in power utility and infrastructure. The company is focused on the development of urban infrastructure including MRTS, roads, sealink, airports, business districts, convention centre and SEZ.

Water has been commissioned to do branding for the transport services straddling metros, highways and more.

Jafra is one of the top 5 direct marketing companies globally. The company offers a wide range of personal care products such as cosmetics and fragrances. Water will interpret the brand to design the space and experience for the Jafra India's Head Quarter at Delhi.

As a significant development on the strategy & analytics front, Water has been commissioned to conduct a brand strategy and architecture exercise on Novartis' heritage brand – Calcium Sandoz.

Nissim Ghoge, Head – Marketing, Novartis India Limited said, “Water has been working with us since April on the long-term strategy project of our key brand, Calcium Sandoz. The brief was to recommend the optimal product portfolio and brand architecture for meeting growth aspirations of the brand. In this capacity, Water presented a clear process outlining the glidepath of the brand from current to the desired goal. In the last few months, they have collaborated very well with the brand team, have demonstrated strong consumer understanding and have helped articulate clear strategic choices on the portfolio.”

Vaibhav Empire is an Andhra based entrepreneur in the business of jewellery and realty infrastructure. Water has been engaged as a brand partner to help the company expand its base across the country.

Commenting on the wins, Ashish Mishra, Chief Strategist & Head, Water said, “Water is an upstream partner in the Mudra Group's Inventive Brand Solutions value chain. We create brands and advertising communicates them. And creating a brand is about creating a culture. Branding is all about business opportunities, architecture, resources and competencies on the inside; product & services, communication, engagement and experience on the outside. Overall, we create a business bases for brands, frame-work it, and create its multi-sensorial expression; and contrary to the myth about branding taking a long time to deliver results, we are confident of our strategies and designs making a difference right away”

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