Chennai: S Radhakrishnan, president-South, Mudra Communications Pvt Ltd is a firm believer in iceberg theory that there is more ice under the water than above. Therefore it is the unexplored portion of the business available with his existing clients that he is seriously targeting apart from looking for new clients.

Says Radhakrishnan, ''''In the recent past we have deepened our relationships with our clients like United Sprits, Jyothy Laboratories, Malayala Manorama group, Henkel and others. We would like to replicate the same with our other clients.''''

For instance Mudra was initially hired by Henkel to work on its detergent brand Henko. Now it is handling another detergent brand Mr White. Similarly, after handling the Cycle brand of incense sticks, the agency has bagged another brand account, Lia, from the same company. At United Spirits, Mudra now handles three brands from an initial one.

''''Some of our best brands are from the South like Paragon, TTK Prestige, Peter England, Henkel and United Spirits. We have come to a stage of consolidating our existing relationships,'''' he says.

Though Bangalore offers more business to Mudra, many of the brands it handles in the South are going national or expanding their product range offering more opportunities for the agency. For the past one and half years, Mudra has been focussing on its southern operations, which contributes nearly 18 per cent of the total revenue.

With its key client business growing 200 per cent in this region the company restructured its southern operations by integrating the creative, finance, client servicing and other divisions under one command structure.

''''We are trying to break away from what we have been doing all these years. As a structure we are different from what we were a year ago,'''' Radhakrishnan adds.

The agency also beefed up with southern team with experienced hands like Joono Simon, executive creative director, Ranji Cherian, senior vice president, Saji Jayakumar and Vignesh Iyer, heading the Kochi and Chennai branch respectively.

Mudra has identified Tamil Nadu and Kerala as the most promising market and is focussing its efforts on lifestyle products and retail segments. In the retail space the agency is planning to ride on the success of building RmKv silk saree store. As Chennai houses several well-known silk saree stores, Mudra''s creative team positioned Rmkv differently by roping in actress Jothika.
The media campaign asked the public to suggest the colour for her marriage sarees. The whole campaign for RmKv revolved around the colours and how the store has sarees in different hues and shades. The campaign has been shortlisted for the Advertising & Marketing Effectiveness awards.

With net becoming a major networking medium Mudra is now trying to convince its clients to look at the social networking sites and blogs. ''''We will first launch a beverage brand amongst the bloggers,'''' Radhakrishnan says.

The agency has tied with SDM Institute of Management Development, Mysore and Chitra Kala Parishad, Bangalore for training and subsequent recruitment.

Clamping up he says the idea is to take Mudra amongst the top three agencies in the south.