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Mudra acquires Kidstuff promos and events
MUMBAI: In line with their vision of growth and expansion, Mudra Communications announced the acquisition of Kidstuff Promos and Events Company (KPE), a promotional agency in the country. Kidstuff Promos and Events, being a promotional marketing services company that is involved in all aspects of below-the-line activities. Mudra will now hold majority stake in this company.
Mudra Communications MD and CEO Madhukar Kamath said, “Promotional marketing today has taken up the marketer’s challenge and evolved from a short term volume building & tactically based discipline into a strategic range of communications options resulting in sales generation. The promotional marketing industry in India is also expected to double from Rs 500 crore in 2004 to about Rs 1,000 crore by 2005. Hence with the acquisition of Kidstuff we can now tap into this huge market & simultaneously provide all of our clients with ‘below the line offering’. Following our aggressive growth strategy we believe we have the first mover advantage in offering this to the market.”
Kidstuff Promos and Events MD Pankaj Wadhwa said, “Today, as the number of brands in the Indian market grows, product differentiation will become a challenge and this differentiation will come from the experience each company provides through their respective campaigns via promotional marketing. The promotional marketing industry has also been growing worldwide. Hence now onboard Mudra, we definitely hope to bring value to our clients through creative and design, research & data management and access to a larger canvass.”
MAM
Happy Pawdcast launches merchandise with The Souled Store
Season 2 success leads to co-branded line celebrating pet-parent bond.
MUMBAI: The Happy Pawdcast just gave fans something to wag their tails about because when your favourite pet show gets merch, even the couch starts feeling like a runway. Building on the momentum of Season 2 which reached over 14 million pet lovers, clocked more than 20,000 hours of content consumption and engaged over 23,000 users, The Happy Pawdcast has teamed up with The Souled Store for an exclusive co-branded merchandise collection. The line translates the podcast’s emotional core into wearable designs that celebrate the everyday bond between pets and their parents.
Hosted by Sonali Bendre and Icy Behl, Season 2 featured candid conversations with celebrity pet parents including Remo D’Souza, Diana Penty, Kubbra Sait, Rohan Joshi, Karan Wahi, Tusshar Kapoor and Amala Akkineni. The episodes tackled responsible adoption, stray welfare, pet emotional well-being and debunked common care myths, earning strong resonance across digital platforms.
Sonali Bendre said, “Season 2 reaffirmed how deeply people connect with stories around pets, responsibility, and companionship. This collaboration with The Souled Store is a natural extension of that bond, taking the conversations beyond the screen and turning shared emotions into something tangible for pet parents.”
Rose Audio Visuals head of marketing & branded content Megha H Desai added, “With Season 2, The Happy Pawdcast evolved from a content property into a strong, community-led IP. The collaboration with The Souled Store reflects our approach to building meaningful extensions around our shows where audience insight, brand alignment, and scale come together.”
The Souled Store co-founder Vedang Patel noted, “Pet parenting today is as much about identity and expression as it is about care and responsibility. This collaboration allowed us to tap into a deeply engaged, emotionally invested community and co-create designs that feel authentic and accessible.”
Produced by Rosepod (the podcasting division of Rose Audio Visuals), the merchandise marks the podcast’s shift from audio-video content into a broader lifestyle IP, while aligning with The Souled Store’s focus on pop-culture-led, community-first products and its animal welfare initiatives through World For All.
In a pet-parent world where love often comes with a leash and a hoodie, The Happy Pawdcast isn’t just telling stories anymore, it’s letting fans wear them, proving the bond between humans and their fur-babies deserves more than likes, it deserves to be flaunted.
