With the launch of Milo, Mudra was faced with the challenge of presenting Nestle Milo as a worthy competitor in the Indian energy drink market that was dominated by Cadbury's Bournvita and Smithkline Beecham's Boost. The agency had to begin from zilch, right from gaining customer confidence to building its brand image.

'Milo' the energy drink nestled into the Indian market in 1996. The responsibility of launching the drink in a market dominated by time tested Bournvita and Boost was no easy task for Mudra. Being the fifth player in the brown beverage market, the drink was up against Bournvita which had an enviable market share of 40% and SmithKline Beecham, a strong contender, especially in the south.

Using the consumer insight that mothers are driven by a need to support their sons' hard work and help them succeed when under pressure, the agency launched an impressive ad campaign. The research following the campaign revealed the need for Milo to be perceived as a drink with 2 strong deliverables- Energy and Taste. Thus a strategy was adopted wherein the agency targeted children belonging to the age group of 7-12 years and through them their mothers. The strategy worked and led to a 40% volume growth, with the market share growing to 8.8%.

After establishing Milo as the world's number one energy drink and its taste benefits, the attention shifted to presenting its emotional benefits too. The focus was now on revamping the brand image from being a tasty energy drink to one that provided extra energy to 'win'.

The agency once again came up with commercials addressed to children as the target audience and mothers as the secondary audience. The campaign proved to be successful with the drink emerging as the No. 2 brand in 3 out of 4 zones, and its market share growing to an impressive 11.4%.

Not satisfied, the agency undertook another research, which revealed two issues that needed to be addressed immediately. Firstly the pester power, which in this category was not very high and secondly, the fact that Milo' s brand promise of winning was unfortunately being perceived as an advertising/ marketing claim. Hence Mudra embarked into yet another campaign, this time with the intention of improving the brand image by overcoming a mother's apprehensions and getting her to subscribe to the brand promise. The brand was thus re-launched with the same promise but with a strong support in the form of 'extra B-vitamins' in the product.

This re-launch which took place in Dec 2001 proved beneficial as it boost the drink's market share to 13% making it the leading brand in the East, No. 2 brand in the north and west and No. 3 brand in the south..