Chord, the creative agency within the 1702 Network, has been awarded the creative duties for Madhusudan, one of India’s most established and fast-expanding dairy and frozen food brands. As part of this mandate, Chord will spearhead brand strategy, creative communication, packaging and identity refreshes, digital storytelling, and integrated campaigns aimed at amplifying Madhusudan’s visibility and strengthening consumer engagement.
Madhusudan, widely recognized for its focus on purity, taste, and continuous innovation, is steadily widening its footprint across the country. Through this partnership, the brand intends to deepen its connection with modern consumers by leveraging insight-led creativity and culturally relevant digital narratives.
Sharing his thoughts on the collaboration, 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.”
Prasshant Verma, Head – (Strategy & Ops), Madhusudan, added, “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.”
Offering his perspective, Yash Srivastava, Marketing Head, Madhusudan, stated, “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 mandate, 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, continues to build a strong portfolio across FMCG, fintech, D2C, and e-commerce brands. This new win reinforces its positioning as a modern creative partner that integrates strategic thinking, cultural intelligence, and agile execution—aligned with the broader 1702 philosophy of “Marketing in Real Time.”
This collaboration marks a key milestone for Madhusudan as it strengthens its marketing engine and prepares for its next wave of category growth, consumer engagement, and nationwide expansion.
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