DDB Mudra West launches new agency Karma for start-ups, SMEs

Karma’s top leadership has been created from the existing DDB Mudra West team


Currently, DDB Mudra West’s Karma has a team of 12 professionals across verticals such as creative, planning and design.
Currently, DDB Mudra West’s Karma has a team of 12 professionals across verticals such as creative, planning and design.

New Delhi: DDB Mudra West has announced the launch of a new agency called Karma to cater to the needs of start-ups and small and medium enterprises (SMEs).

Headquartered in Mumbai, the agency is positioned as a creative business catalyst with an agenda to provide quick customised solutions to its clients.

Currently, it has a team of 12 professionals across verticals such as creative, planning and design. It plans to hire resources from sales and business background to better understand the challenges of new businesses. The average age at the agency is 25 years.

Karma’s top leadership has been created from the existing DDB Mudra West team. The agency’s is being headed by Sanjay Panday along with creative partner Vinayak Nayak. While the Ahmedabad operations will be headed by Ronak Shah, the Mumbai business will be handled by Makarand Gholba.

“We believe the start-up and small and medium enterprises (SMEs) are a potent space which will witness enormous traction in future. Therefore, we decided to launch a dedicated agency which will cater to the needs of such clients who want quick and edgy solutions. The agency will function as a small creative shop with quick turnaround time when it comes to providing solutions for clients,” said Panday, business partner, Karma.

Currently, Karma has clients such as Kishore Biyani-owned fashion discount chain Brand Factory, travel firm SOTC, Shree Plan Your Journey in Mumbai, and Arvind Infrastructure, Chartered Speed and Electrotherm in Ahmedabad. The agency has already rolled out campaigns for SOTC’s ‘Summer 2017’ and Brand Factory’s Free Shopping Weekend.

The company is in talks with brands across electrical lighting, fashion retail and home finance space. The agency will work both on a retainer as well as project basis.

Typically, the fee structure for start-up clients and small businesses ranges between Rs60 lakh and Rs1 crore. “We are hoping that Karma will be able to contribute 10% to the overall business of DDB Mudra Group. Our aim is to scale the agency at a national level extending our operations in cities like Delhi and Bengaluru,” said Rajiv Sabnis, executive director, DDB Mudra Group.

Karma aims to double its employee strength this year apart from signing some big clients across sectors as it scales the business and expands in other cities.

The start-up and small business segment has generated a lot of interest from advertising agencies. In 2016, FCB Ulka, the 50-year-old Interpublic Group (IPG) agency, launched a unit called Bushfire which is primarily focused on start-ups.

Omnicom Group-owned advertising agency TBWA\India has also launched a video content arm called Gunpowder, which creates campaigns on a real-time basis for clients.

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