Mudra bags the creative duties for Dr Reddy’s Foundation

Mudra will advertise primarily for the flagship programme of Dr Reddy’s Foundation (DRF), the Grameen Livelihood Advancement Business School (LABS). The advertising spend for the programme is estimated to be Rs 7.5 crore

Mudra, Hyderabad, has bagged the creative duties for Dr Reddy’s Foundation (DRF). Dr Reddy’s Foundation is a non-profit organisation that strives to create quality education opportunities for the poor and help refine their lives.

DRF is advertising for the first time in the media. Mudra will primarily handle the creative duties for DRF’s flagship programme, the Grameen Livelihood Advancement Business School (LABS), which was launched in 2005. LABS targets economically deprived people in the age group of 18-35 years and equips them free of cost with the right qualifications and training in curricula such as BPO, retail academy, customer relations and sales, micro irrigation, automobile, hospitality and bedside patient assistants. The advertising spend for the programme is estimated to be Rs 7.5 crore. It’s not yet been decided which media agency will do the media buying and planning.

All the funding for the LABS programme is provided by the Ministry of Rural Development, Government of India.

Mudra bags the creative duties for Dr Reddy’s Foundation

Minu Abraham, strategic team leader, DRF, remarks, “We were looking for an ad agency that had comprehensive film-making experience and could understand our true purpose. We will be running a number of films round the year that will portray the transformation and impact of the LABS programme on the livelihood of an individual and society as a whole. Through the films, we will also attract quality faculty members and communicate with corporates for partnership and placement purposes.”

Thommen Jose, consulting creative director, Mudra Communications, says, “The creative team and our film crew travelled through LABS centres throughout the country. We were able to understand the requirements for the programme and eventually came up with a corporate film that chronicled the activities of DRF with a special thrust on LABS.”

Through the LABS programme, DRF aims to train 1,50,000 people in various disciplines in the next two years. The first film will be launched in a week’s time. It will be routed through local channels and local networks in most of the rural areas in the country. Apart from films, the media mix will include print and outdoor advertising, radio ads and on-ground promotions such as road shows, which will familiarise people with the LABS programme.

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