Mumbai: The Mudra Group launches Terra, a specialized unit for integrated rural solutions. Terra will offer its clients a range of services for rural markets - research, strategic planning and consultancy, creative solutions, on-ground consumer activation, retail activation and rural mass media solutions. The unit begins its operations with offices in five metros and regional operations offices in all the key states of India. Terra has a footprint in 1,75,000 villages and 4,000 towns across 13 states in India.
Madhukar Kamath, managing director and CEO, Mudra Group, says that Terra will help marketers engage the rural consumer meaningfully.
Pratap Bose, COO, Mudra Group says, ”The launch is strategically significant for the Mudra Group and strengthens our integrated services play. Our ambition is for Terra to be the finest integrated rural communications expert in the country.”
Anurag Gupta, president, strategic initiatives and integration explains: ”Rural consumers and markets have evolved considerably in the last decade - mobile phones, better road access, TV penetration, increased literacy and urban migration has completely changed the rural mindset, but sadly, rural agencies have not been able to keep up with their consumers. No one buys into a brand today just by staring at a wall painting. Terra is the new age rural agency catering to new age rural consumers.”