Chord, the creative arm of the 1702 Network, has secured the creative mandate for Madhusudan, one of India’s most trusted dairy and frozen food brands. Under this newly formed partnership, Chord will drive brand strategy, creative communication, packaging revamps, digital narratives, and integrated campaigns to elevate Madhusudan’s presence and strengthen its emotional connect with consumers across India.
With a legacy built on purity, taste, and quality, Madhusudan continues to expand rapidly. The collaboration aims to refine the brand’s identity through insight-driven storytelling and culturally relevant content tailored for modern Indian consumers.
Amit Aggarwal, Director at Madhusudan, stated that creativity today plays a key role in shaping consumer perception, adding that working with Chord provides an opportunity to evolve the brand’s voice while retaining its heritage.
Prasshant Verma, Head of Strategy & Ops, emphasised that with Chord’s culture-first approach, Madhusudan will further reinforce its promise of authenticity while adapting to the expectations of today’s evolving audience.
Marketing Head Yash Srivastava highlighted that the partnership will unlock possibilities for meaningful storytelling and deeper engagement, focusing on delivering not just products – but memorable brand experiences.
Commenting on the win, Shivangi Shekhar, Founder and Chief Creative Officer at Chord, described Madhusudan as a brand with soul and legacy. She noted that the mandate is about crafting a modern identity where heritage blends seamlessly with relevance and purpose.
This partnership marks a significant milestone as Madhusudan steps into its next phase of nationwide growth and stronger category leadership.
