Mumbai: Chord, the creative agency under the 1702 Network, has secured the creative mandate for Madhusudan, one of India’s most trusted and rapidly growing brands in the dairy and frozen foods category. Under this partnership, Chord will lead brand strategy, creative communication, packaging and branding revamps, digital storytelling, and integrated campaign development to enhance Madhusudan’s market impact and consumer resonance.
Madhusudan, known for its longstanding commitment to purity, taste, and innovation, continues to scale its presence across India. By partnering with Chord, the brand aims to build deeper and more meaningful connections with new-age consumers through insight-led creativity and culturally relevant digital narratives.
Speaking about the association, Amit Aggarwal, Director, Madhusudan, said, “Creativity plays a crucial role in shaping how consumers connect with a brand. With Chord joining hands with us, we see a strong opportunity to evolve Madhusudan’s identity in a direction that is modern, meaningful, and aligned with our long-term vision. We look forward to creating work that strengthens our legacy while resonating deeply with the consumers of today and tomorrow.”
Adding to this, Prasshant Verma, Head – (Strategy & Ops), Madhusudan, said, “Madhusudan has always stood for uncompromising quality and authenticity. With Chord’s creative strength and culture-first approach, we are excited to refine our brand voice so it continues to reflect the expectations and aspirations of contemporary consumers.”
Sharing his perspective, Yash Srivastava, Marketing Head, Madhusudan, noted, “Today’s consumers look for brands that deliver not just great products but meaningful experiences. Our collaboration with Chord opens up new possibilities for richer storytelling and a more powerful brand presence. Together, we intend to engage our audiences in ways that are modern, relatable, and deeply impactful.”
Commenting on the partnership, Shivangi Shekhar, Founder & Chief Strategy and Creative Officer, Chord, said, “Every brand has a rhythm, shaped by the harmony between where it comes from and where it can go. With Madhusudan, our aim is to compose that rhythm through stories rooted in trust, warmth, and the emotions food brings to everyday life. This partnership is about transforming a brand with deep heritage into one that speaks a bold, contemporary language where legacy meets relevance and purpose drives the creative narrative.”
Chord, part of the 1702 Network, has consistently delivered creative excellence across FMCG, fintech, D2C, and e-commerce sectors. This win reinforces the agency’s growing reputation as a new-age creative partner that blends strategic insight, cultural intelligence, and real-time execution—reflecting the broader 1702 ethos of ‘Marketing in Real Time’.
The collaboration marks a significant milestone in Madhusudan’s marketing journey as the brand moves into a new phase of category leadership, consumer engagement, and nationwide growth in the dairy and frozen foods market.
