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Omnicom to acquire majority stake in Mudra Group
MUMBAI: US-based advertising giant Omnicom Group is upping its stake in Anil Ambani’s integrated marketing communications company Mudra Group in a bid to significantly expand its service capabilities and presence in India.
Omnicom, which at present holds 10 per cent stake in the Mudra Group will increase the holding to 51 per cent. As part of the agreement, Omnicom will also extend its partnership with the Reliance ADA Group and Reliance ADAG chairman Anil Ambani will join the Omnicom International Advisory Committee.
The deal will give Omnicom a strong foothold in the Indian market, where it is far behind its international competitors like WPP.
“This acquisition is an important step in achieving Omnicom‘s strategy to extend and deepen our presence in rapidly growing markets,” said Omnicom Group president and CEO John Wren. “Our vision is to be a source of innovation in every market we serve. Mudra is widely acknowledged as an outstanding company with impressive creative product and expertise in a broad range of disciplines. Mudra‘s innovation and depth of talent will strengthen our business capabilities not only in India but around the world.”
Mudra Group has a four agency networks: branding and communications agency Mudra India; marketing and advertising agency DDB Mudra; integrated engagement and experiential agency Mudra Max; and Ignite Mudra. It has 26 offices across the country and an extensive field activation network.
“DDB has been an excellent partner over the years. We have benefited immensely from the collaboration and transfer of knowledge from around the globe. We are proud to belong to such a storied network,” Mudra Group CEO Madhukar Kamath said. “Omnicom and DDB have clearly been the inspiration for Mudra Group‘s transformative growth over the last five years. My colleagues and I look forward to the next decade of explosive growth in the Indian market.”
DDB Worldwide president and CEO Chuck Brymer noted, “This acquisition will further unite two companies that have long held the same values, creative goals and ambitions. Under Madhukar‘s leadership, Mudra is the original challenger brand of the Indian communications industry, and it shares DDB‘s culture of creative excellence. Together, we will create even greater growth for our clients in this rapidly changing, technologically driven region.”
DDB and Mudra Group‘s relationship began in 1988 and later in 2007 the two companies formed DDB Mudra, which established DDB India, Tribal DDB, Rapp and DDB Health & Lifestyle in the Indian market.
DDB Asia Pacific CEO John Zeigler added, “Mudra has an impressive history as both creative leaders and strong believers in integrated solutions making them one of the most innovative companies in India.”
Omnicom Group EVP and CFO Randall Weisenburger noted, “In addition to significantly expanding our service capabilities in the region, this partnership will bring with it an exceptional Shared Services and Operations Center in Ahmedabad that will help Omnicom more efficiently expand its other operations in India. Additionally, Mudra recently moved into a new headquarters facility in Mumbai called Mudra House, a sustainable building and one of the few in India to be awarded LEED (Leadership in Energy and Environmental Design) Gold certification. Mudra House is widely acclaimed for its conservation features and state of the art technology.”
MAM
GUEST COLUMN: How strategy and creativity drives ROI in digital campaigns
Why engagement, AI, and integrated strategy are redefining ROI in digital campaigns
MUMBAI: As digital marketing matures, the benchmarks of success are undergoing a fundamental shift. Reach and visibility, once the primary indicators of campaign performance, are no longer sufficient in a landscape defined by fleeting attention spans and evolving consumer behaviour. Today, brands are being challenged to move beyond surface-level metrics and focus on meaningful engagement, relevance, and long-term impact. ForAkhil Nair, founder and CEO at BigTrunk Communications, this transition from visibility to value reflects a deeper change in how campaigns are conceived, executed, and measured. In this piece, Nair explores why traditional metrics fall short, how AI and integrated thinking are reshaping campaign effectiveness, and why creativity, context, and agility are essential to driving real return on investment in modern digital campaigns.
The shift from visibility to value
For a long time, digital campaigns were judged by how many people saw them. If lots of people looked at it and the numbers were good, it meant things were going well. Impressions and clicks were what mattered. Over time, that didn’t feel like enough. Just because someone sees something doesn’t mean it makes an impact. People scroll through content quickly and often do not really notice what they have just seen. This has changed how we think about campaigns today.
There has been a shift in how brands look at this. It is not just about reaching people, but also about what happens after that, whether someone stops, engages, or remembers the brand later. That is what matters more. This moves the focus from visibility to value.
Some metrics we have relied on for years do not tell the full story. A campaign can reach a large audience and still fail to create a real connection. On paper, it may look strong, but in reality, it does not do much. That is why engagement and intent have become more important, especially whether people are interacting with the content or simply scrolling past it. Even small actions, like spending a few extra seconds or clicking through, matter more.
AI is helping brands understand how people behave and interact with them. It helps brands make better decisions so they can create campaigns that truly connect with people, not just reach a large audience. AI can also predict what will be popular and help refine campaigns, which makes marketing more effective. This allows marketing teams to focus more on generating ideas. In this way, AI supports both creativity and strategy.
Why integration and context matter
Another important factor is how well everything comes together. Campaigns often fall short when strategy, media, and creative are developed separately, because that lack of alignment is noticeable. When everything is aligned from the start, the campaign feels more natural and the message comes through clearly. It also fits better within the platform where it appears.
This matters because people behave differently across platforms. The way someone watches a video is not the same as how they search or read longer content. These differences may seem minor, but they can significantly impact performance. Paying attention to context helps campaigns feel more relevant and effective.
Creativity, agility and long-term impact
There is a common assumption that performance-driven campaigns leave little room for creativity, but that is not the case. The most effective campaigns often feel simple and real. People tend to ignore anything that feels overly polished or forced. Instead, they connect with content that feels familiar and relatable, something that reflects how they think or speak.
At the same time, campaigns do not always go as planned. Audience behavior, trends, and platform dynamics can shift quickly. What works initially may stop working later. That is why it is important to continuously track performance and make adjustments. Small changes over time can improve outcomes, and campaigns that stay flexible tend to perform better.
While short-term results matter, consistency over time plays a bigger role. When a brand shows up in a relevant and consistent way, it builds familiarity. Over time, that familiarity turns into trust.
Digital marketing has evolved, and expectations have evolved with it. Visibility still matters, but it is no longer enough on its own. What truly drives impact is whether a campaign connects, leaves a lasting impression, and leads to action. Being seen is easy, but being remembered is what really counts.
