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Marketing Featured South Asia

Fintech ePayLater names Madison as new creative, media partner

Mumbai, India – ePayLater, the buy now, pay later (BNPL) payments platform for retailers in India, has appointed media agency Madison, to handle its creative and media duties.

ePayLater offers interest-free financial credit. It focuses on small business owners and trader segments, as well as FMCG retailers, helping them to expand their businesses. The partnership will see full-service advertising unit Madison BMB managing ePayLater’s creative assignment, while media unit Madison Media Sigma will lead the entire media mandate including TV, print, radio, and OOH, as well as digital, and cinema. 

Akshat Saxena, the co-founder of ePayLater, commented, “It’s an exciting phase of growth for ePayLater and with Madison as our partner, we are confident about effectively reaching out to millions of retailers in the country who stand to benefit from this solution.”

Meanwhile, Vanita Keswani, Madison Media Sigma’s CEO, said that they are truly excited to be partnering with ePayLater, expanding its reach and strengthening it as a game-changer Fintech brand in today’s fast-paced digitized environment.

Raj Nair, the CEO and chief creative officer of Madison BMB, shared that fintech space in India is constantly innovating and developing, and while there are many players, the leadership team at ePayLater are very upbeat about their prospects by virtue of what they bring to the table to smaller retailers and helping them spread their wings and fueling their growth story. 

“Their partnerships with B2B majors like Metro Cash & Carry, Walmart, BigBasket, and large FMCG brands help hugely towards this end. We are looking forward to helping ePayLater succeed across the country,” said Nair.

Just recently, Madison BMB has also been appointed by fast-moving consumer goods (FMCG), Gardenia Cosmotrade LLP, to manage its creative duties for its men’s grooming brand, Gatsby, in India.

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Marketing Featured South Asia

Madison BMB appointed as creative agency of men’s grooming brand Gatsby 

Mumbai, India – Fast-moving consumer goods (FMCG), Gardenia Cosmotrade LLP, has appointed Madison BMB, the creative arm of Madison World, to manage the creative duties for its men’s grooming brand, Gatsby, in India.

Through the partnership, the Gatsby brand will now be reinforcing and expanding its presence in India through its creatives and constantly evolving product range for young Indian males.

Puneet Motiani, Gardenia Cosmotrade LLP’s designated partner, shared consumers are increasingly aware of the products available across segments like hair, face, and body, and while they have always been a trusted brand, they have noticed a host of new brands enter this space in recent times. 

“We’re a global brand backed by deep knowledge of both the category and the consumer. Hence, we needed an able creative partner like Madison BMB who can help us position our existing range of products to create a clear preference in the minds of the audience,” said Motiani.

Meanwhile, Raj Nair, the CEO and chief creative officer of Madison BMB, said that the task is for them to develop a brand world that not only communicates the benefits of the range of products but also builds a relatable and endearing attitude that the audience can easily connect with, particularly in the digital space. 

“It’s a task that’s as exciting as it is challenging, and we look forward to creating memorable and effective communication for Gatsby,” said Nair.