Marine Products Export Development Authority (MPEDA)

Session on branding and Promotion

Marine Products Export Development Authority (MPEDA) is the premier organization of India, which works towards promotion of the marine products industry, with special emphasis to exports from the country.

Marine Products Export Development Authority (MPEDA) was set up by an act of Parliament during 1972. The erstwhile Marine Products Export Promotion Council was established by the Government of India in September 1961. This was later converged into Marine Products Export Development Authority (MPEDA), and full mandate to operate and promote in the industry was given to this organization.

Neena Dayal created several brochures for in-house events, and promotional campaigns for Marine Products Export Development Authority (MPEDA).

Neena accepted these assignments as an external consultant to an advertising agency. These assignments were the building blocks to her advertising and branding repertoire.

She was working with a small team of freelancers at this time. She enriched her work with great future vision, utilizing the multifarious talents of her team very well, and expanding her own canvas with every assignment.

Although small, these assignments were regular, and helped her in developing lots of experiential learning while creating catchy, engaging and beautiful campaigns.

During these times, Neena also created several small campaigns for local restaurants for their promotional events. She also designed their menu cards and created campaigns for advertising in local newspapers, radio and television channels.

These helped her tremendously in learning the various important technical details of branding and advertising, which later helped her in developing a keen eye for creating big and fruitful campaigns.

All these campaigns happened between the years 1998 – 2003. These were the times when computer graphics were not all that prevalent in India, and lots of designing was done by hand by the talented local artists.

This methodology of working was in itself a great opportunity that helped Neena in developing an eye for detail for creating great branding, great designs, great slogans, and great campaigns with great marketing results, generating great revenue enhancement for the companies.