Hard work isn’t enough. But when integrated with related businesses, it provides the fuel that has powered a rather unique agency that is known for some memorable work.
This is MAPP, short for Market Analysts & Product Promoters, which was founded in 1971 and has been building its base slowly and surely in the business of advertising and marketing. Alongside, some fire and ideas come from its ancillary businesses in two key areas – a printing press and a digital studio. Both are critical inputs and together they form an entire system that has allowed MAPP to bring to play its full range of capacities in a highly competitive market.
MAPP knows these are its strengths and it spells them out clearly in its brochures: “For over three decades, MAPP has an excellent standing as a medium sized, fully integrated and accredited agency. Due to continuous backward integration, we are one of the few agencies with a strong infrastructure,” says one flyer introducing the group. The agency was founded by Archana Mandelia and has been growing over the years, building its strengths in areas like creative press ads, creative television campaigns and radio jingles. As such, MAPP specialises in statutory financial results advertisements, notices and public announcements, including buy back offers, rights issues and the like. In the non-statutory segment, MAPP specialises in recruitment, tender and display ads.
MAPP has a number of memorable, brand building moments to its credit, like its campaign for Grasim’s Gwalior Suiting – a brand which, through its association with MAPP, grew from a number seven position to number two in five years. Some of MAPP’s other work includes that for brands like Scabal of London & Brussels, for which it received a Silver award from the Creative Artists Guild (CAG), a notch higher than the bronze it received for its popular Gwalior campaign. MAPP was also awarded the ABBY silver for Scabal and a ABBY bronze for its radio jingle for Zicom Security systems. Some of its other clients for which MAPP created award winning creative campaigns are Datamatics Ltd. and Alexandria Carbon Black Co. SAE.
“Currently our focus is in the area of financial advertisements,” says founder Mandelia.
This focus helps the agency keep a focus while looking out for other areas to build on. In the area of financial advertisements the company has done work for the likes of Tata Communications Ltd., HDFC, HUL, Crompton Greaves Ltd., Glaxo Smithkline Pharmaceuticals Ltd., Merck etc. This agency steered by Archana Mandelia has another young Mandelia taking just as much of a leadership position. Anushree Mandelia joined her mother soon after completing her education. “My contribution basically is towards helping to build our business,” she says.
With the agency’ main focus area set, the future is all hard work, according to the young Mandelia. “Work is very competitive, rates are competitive now, so right now my concentration is not to lose what I have. Of course we are trying to get more business in the process too,” she adds. The two other business ventures that provide supplementary in-house support to the advertising business are a digital studio called 4D Studios, started in 1985, as an endeavor to support animation needs, special effects and jingles for MAPP clients and Rachna Images, to fulfill the DTP and Pre-Press requirement of MAPP clients.