Madison World Archives - MARKETECH APAC

Mumbai, India – India-based homegrown and diversified communications group Madison World has announced its latest brand refresh ahead of its 36th anniversary celebration.

Madison World’s new identity captures the company’s essence in a visual way, reflecting who they are and their future direction.

The branding’s centrepiece is the new logo, which features a sleek, geometric design symbolising precision, creativity, and forward thinking. Furthermore, its clean lines and bold typography reflect Madison World’s dedication to cutting-edge ideas and transformative solutions.

The new logo is more than just a logo; it is a statement—a bold declaration of the agency’s vision for the future.

Aside from the logo, the brand refresh also covers a comprehensive set of guidelines that define how Madison World will present itself to the world. From colour palette to typography, from brand pattern to tone of voice, every element has been carefully curated to ensure consistency and coherence across all communications.

This new branding is Madison World’s testament to their commitment to staying at the forefront of the advertising and media industries. With its new look, it aims to show something that is minimal yet powerful, modern yet timeless, and sharp yet approachable.

Lara Balsara Vajifdar, executive director of Madison World, shared, “We have always been pioneers in the realm of innovation and ideation. Our brand-new look and feel encapsulates our evolution and growth over the years yet retaining some of our core values.”

Mumbai, India – Global creative network WPP has announced that it has acquired the remaining 26 per cent stake in MediaCom Communications in India. MediaCom in India is treated as a JV between WPP and independent communications group Madison World. Following WPP’s decision to merge Essence and MediaCom globally, top management of Madison World has agreed to exit MediaCom to enable the merger.

The initial agreement between WPP and Madison World dates back to 2008, under which the company owned 51%. In 2017, Madison World sold 25% to WPP. The unique deal between WPP and Madison World contributed to the rapid growth that MediaCom experienced in India.

MediaCom Communications in India had offices in Mumbai, Delhi, and Bengaluru with a team of 165. It has done media planning and buying for a number of top brands such as Procter & Gamble and Dell.

Sam Balsara, chairman of Madison World, said, “This innovative partnership we invested in nearly 15 years ago has been a great success for all parties. It has established MediaCom in India as a fast-growing and highly respected agency by advertisers.”

Nick Lawson, Global CEO of MediaCom, commented, “It has been a pleasure working with Sam Balsara and Lara Balsara as we grew this successful business in India. We will build on that legacy to deliver the agency model our clients want for the future – founded on brilliant strategy and brand-building capabilities, with pioneering digital expertise running throughout.”

Sam Balasara and Lara Balasara are Madison World’s chairman and executive director, respectively.

It was in April 2022 when the EssenceMediacom merger was officially announced. The fusion combines the digital and data-driven capabilities of Essence with MediaCom’s scaled multichannel, audience planning, and strategic media expertise.

Mumbai, India – ePayLater, a buy now, pay later (BNPL) payments platform for retailers in India, has launched a new campaign to pay homage to the Indian shopkeepers.

The 1-minute film, which was developed in collaboration with media agency Madison World, features Indian shopkeepers’ role in a day-to-day life come sun or rain, or even the challenges posed by lockdowns, ensuring to deliver all the essentials to the consumers. It also highlights ePayLater’s promise of adding wings of success to the shopkeeper’s business in following their dreams in new ways – creating a more meaningful connections to Indian consumers.

Speaking about the campaign, Aurko Bhattacharya, co-founder of ePayLater, shared that no one has ever thanked the small dukaandars enough for their contribution to society, and with this in mind, Madison BMB got the pulse of our audience and created a heart-warming campaign for these unsung heroes.

“As a brand, we have invested a lot of time and effort in creating a fintech platform that makes the process of availing credit easy; thus financially empowering these shopkeepers to unleash their true potential,” Bhattacharya said.

Meanwhile, Sunay Jain, marketing head at ePayLater, said, “The integrated campaign conceptualized by Madison BMB is an ode to the local shopkeepers who have done so much for each one of us. The TVC echoes the brand’s promise of adding wings of success to the shopkeeper’s business.”

Raj Nair, CEO and CCO at Madison BMB, commented, “This integrated campaign for ePayLater is an ode to these shop owners and revolves around how the brand is, in fact, not just a fintech product but metaphorically the wind beneath their wings. ePayLater takes pride in their achievements and watches them grow their business and prosper.”

Nair added, “In order to ensure maximum reach and impact within our audience group over a period of time, we’ve taken the essence of the campaign beyond the thematic film into digital media and shop level activation as well.”

Bangalore, India – HiveMinds Innovative Market Solutions, the full-service digital marketing and consultancy firm by Madison World, has appointed Saurabh Tyagi, former vice president of Madison World’s media agency Madison Media, to be its new chief client officer.

Tyagi is a seasoned media professional who has over 18 years of experience across India and SEA. He has worked with brands such as Unilever, Nestle, and Titan, as well as Vodafone, among others. Tyagi also played diverse roles in Publicis and Group M, which includes media planning across offline and online, content strategy, and client servicing.

In his new role, Tyagi will be leading HiveMinds’ enterprise clients, helping to power the company’s growth in the coming years.

Commenting on his appointment, Tyagi said “I have always admired HiveMinds for their work across startups and MNCs alike. I am happy to be joining this high-energy team and look forward to delivering value to our clients.”

Meanwhile, Jyothirmayee JT, HiveMinds’ founder and CEO, believes that with Tyagi’s experience, they can now further partner with clients in thinking beyond digital marketing and work towards comprehensive marketing and growth strategy.

“Saurabh has joined us at a time when digital transformation is at its peak in India and we’re expanding all-around – in teams, in new geographies, and in clients across industries,” said JT.

Sam Balsara, Madison World’s chairman, said, “With Saurabh’s movement, we can confidently assure our clients of delivering a holistic digital media strategy.”

Just recently, HiveMinds has announced its expansion in Delhi-NCR with a new office in Gurugram, which will be spearheaded by Mohit Grower, the head of the new north branch.