60-65% of our revenue comes from digital work: Aditya Kanthy and Rahul Mathew, DDB Mudra Group

A pencil is the most important thing for advertising agency folks. You use it to flesh out your earliest thoughts after receiving a brief.

Then comes your proud smile when you receive another (pencil) from The One Show in 2022. CEO and MD Aditya Kanthy and CCO Rahul Mathew (left to right in the cover image) wore such a smile when DDB Mudra Group won a bronze pencil for its EatQual work for QSR giant McDonald’s and four pencils for the Game Responsibly campaign for gaming giant Battlegrounds Mobile India at the D&AD Awards this year.

The duo are the two main faces of DDB Mudra Group, which, Kanthy tells afaqs!, registered double-digit revenue growth in 2021. It will register similar growth in 2022 too. As per the company, it registered in excess of 25% between 2020 – 2022.

DDB Mudra Group is a creative services firm and that is where most of its revenues originate. “60-65% of our revenue comes from digital work,” reveals Kanthy, and credits the company’s “fairly diversified group of clients from different categories” that helped it hedge some risk in the past two years.

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