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Tag: Madison BMB

  • Madison BMB launches new musicians-only campaign for True School of Music

    Madison BMB launches new musicians-only campaign for True School of Music

    Mumbai: Madison BMB on Tuesday created a mental health awareness campaign True School of Music (TSM) that speaks to musicians in a language that only they can understand. The poster and social media campaign uses music notations to communicate with musicians and urges them to seek help from a mental health counsellor if they are facing mental health issues. TSM is endeavouring to not just train musicians but look after their mental wellbeing as well by joining hands with mental health wellness partners like The Mood Space.

    This integrated campaign is a combination of posters which were put up at leading sound studios, social media posts and live Instagram sessions with celebrated musicians like Karsh Kale.

    The culmination of this campaign is Don’t Give Up – a music video conceptualised by TSM’s founder Ashutosh Phatak and created by the alumni and current batch of TSM students. The music video will be launched on World Music Day to celebrate each musician and to empower them to overcome their daily struggles.

    Madison BMB senior creative director Rohan Joseph said, “Music is something that is very close to our hearts. The fact that more than 50 per cent musicians are battling depression needed immediate attention. We hope that our campaign which is exclusively made for this gifted species doesn’t just resonate with them but also helps them be in a happy space and create even better music.”

    Madison BMB CEO and chief creative officer Raj Nair said, “We have always believed in the power of creativity, and the potential it has in bringing about meaningful change. For this campaign, we used music itself as a language, quite literally, for its ability to have a universal impact and drive home the message of support we wanted to give to the creators of music. We are confident that it will strike the right chord with musicians especially and many will genuinely benefit from their association with True School Of Music and The Mood Space.”

    True School of Music co-founder Ashutosh Phatak said, “Music is such an integral part of our lives. It has the ability to inspire, motivate and heal. But the creative process has tremendous challenges. Musicians bare their souls and, in that expression, there is often anxiety and insecurity.  This is a real issue that people go through and at TSM we would like to raise awareness about these issues while offering help and solutions at the same time. Whether you’re someone who is just thinking about having a career in music, or someone who is studying to be a musician or someone who is just starting their career or someone who’s had a very successful life making music, this process is riddled with ups and downs.  I think it’s important for us to recognize this and help and support anyone who is in this inspiring and creative musical journey.”

    “Music is a huge part of all our lives. Whether it is on the way back from work, during a road trip or just when we’re feeling low, music has been there for us. I think it’s time we extend the same support to the musicians who face the extreme demands of a creative career path, struggle to sustain inspiration, joy and prioritize their mental health. As mental health partners of The True School of Music, we at The Mood Space, aim to provide musicians with a space to create and space to heal. This World Music Day, we urge musicians to reach out for support when needed and take time out to focus on yourself if things get too much. After all, it’s about looking after each other and ourselves,” added The Mood Space co-founder and counselling psychologist Rhea Sawhney.

  • ePayLater’s latest campaign is an ode to neighbourhood kiranas

    ePayLater’s latest campaign is an ode to neighbourhood kiranas

    Mumbai: ePayLater, a buy now-pay later payments platform for retailers, has launched a campaign #TarakkeeKePankh that showcases how the platform helps unleash the true potential of a small shop owner by providing empowerment through financial freedom. 

    Conceptualised and created by Madison BMB, the campaign is an ode to our neighbourhood shopkeepers and kiranas, and aims to portray the brand as the wind beneath their wings metaphorically. The brand film is directed by Deepti Nangia and produced by Momomoto Studios Production house.

     “We have kept it real and simple. We all know that one local kirana shop owner who is an unsung hero in our lives. Come sun or rain, or even the challenges posed by recent lockdowns, they ensure we get our daily essentials,” said Madison BMB CEO and CCO Raj Nair, speaking about the creative concept behind the integrated campaign. “This integrated campaign for ePayLater is an ode to these kirana 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. 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.”


    “We have invested in a lot of time and effort in creating a fintech platform that makes the process of availing credit easy for the kirana community,” said ePayLater co-founder Aurko Bhattacharya. “Madison BMB got the pulse of our audience and has created a heartwarming campaign for these unsung heroes of our country. The thematic brand film takes the lead in showcasing how ePayLater helps unleash the true potential of a small businessman by providing empowerment through financial freedom.”

    “In the 360-degree integrated campaign, Madison BMB has not only highlighted the importance of these shop-owners in our lives, but also focused on how ePayLater is a catalyst for positive development in their lives,” added ePayLater marketing head Sunay Jain.

  • Brands and their digital-first avatars

    Brands and their digital-first avatars

    NEW DELHI: We are the natives of a digital world. Most of the resources that were earlier physical for us have turned into pouches of kilobytes and megabytes; be it our photographs, watches, or music systems. Wrapped in a screen of five inches, a big part of our hobbies, our jobs, and our social communications are now soldered onto motherboards.

    Quick to react, the marketing industry shifted a big chunk of their annual spends to digital platforms. In India alone, the digital marketing industry is growing by more than 30 per cent annually. Not just advertising, a lot of brands have been investing in revamping their identities for a digital world.

    Last year, the industry noticed a lot of brands, including big names like Mastercard and Doritos, doing away with names in their logos and sticking to just their symbols. The brands argued that simpler logos appeal better to GenZ, who do not prefer over-the-top marketing and a loud brand presence.

    This year, brands like Volkswagen, Durex, and Cadbury started another trend, called flattening of their logos. They are getting rid of any 3D elements in their logo design and shifting to bolder, simpler typefaces. Again, the wish is to connect better with a younger audience.

    Madison BMB CEO and chief creative officer Raj Nair says: “There has been, particularly in the last five odd years, a multitude of companies going in for a revamp of their logo/identity. These include companies that owe their origins to the online world as well as traditional companies, which primarily conduct their business in the offline world.  So you have online natives like Google, Pinterest, Airbnb, Spotify and GoDaddy that have conducted this exercise as well as traditional giants like Cadbury, Durex and Volkswagen that have also undergone a change.”

    However, more than appealing to a younger audience, reshaping of logos make a great sense for the mobile-dominated world of today.

    DDB Mudra Group NCD Rahul Mathew explains: “Brands have to adapt to the world their consumers live in, and logos are a big part of every brand’s identity. As more and more of brand engagement, research and even purchase are moving from the physical world to the digital one, brands are also evaluating what they can or should carry with them. Their 3D logos are like massive four-poster beds that have looked beautiful where they have been living but are a pain to move.”

    He adds: “2D logos are much more flexible. The absence of shadows and gradients makes it easy to use them across platforms and formats. The minimalism also makes digital assets easier on the eye and more recognisable.”

    Google was, probably, one of the first brands to react to this need. It came with a revamped identity in the year 2015, bringing down the size of its digital logo from 14,000 bytes to only 305 bytes. Back then, in a blog post, the technology giant had revealed that the move was made to make the logo look good on small screens. According to experts, it also made easy to load on the devices of those living in remote locations, possibly with slow internet speeds.

    And, additionally, this restructuring of logos for a digital world can open up a plethora of opportunities for the martech companies.

    According to a machine learning engineer, it is easier for machines to identify 2D logos from a low-resolution image as compared to a 3D image, as the number of vectors is lesser in the former, not taking into account other external factors. This might allow martech companies to scan user images from online sources and create a better database for better-targeted marketing.

    Havas Group India chairman and chief creative officer Bobby Pawar elaborates: “Flat logos are simpler and generally more easily identifiable. They are easier to reproduce without losing anything across all touchpoints, platforms, and user interfaces. It, therefore, will (help in creating richer databases for marketing).”

    Brands and marketers are thinking digital-first these days, thus, creating a vast playfield for martech companies to innovate and come with solutions that can utilise these opportunities. On the other hand, it is equally important for platforms and governments to safeguard user data as the technology is making it easier to access by alien parties. However, whatever may be the individual discourse from here, the world is surely entering into an exciting data-dominated phase of unusual marketing opportunities, which will be a delight to observe. 

  • Madison BMB creates TVC for Asian Paints’ Sleek

    Madison BMB creates TVC for Asian Paints’ Sleek

    MUMBAI:  Madison BMB has just announced the release of its latest commercial for modern kitchens brand Sleek. Sleek from the house of Asian Paints, is one of India’s largest modular kitchens brands. Sleek products known for their innovative and efficient designs, world-class quality and excellent craftsmanship are customised to ease customers’ lives and enhance living in every way possible.

    The agency evolved the concept of the campaign, including its tagline ‘Modern Kitchens for Modern Minds’, from an extensive consumer research where respondents equated modular kitchens with openness and modernity. Sleek Kitchens bring a high level of sophistication and functionality to spaces making them more efficient and thus modern. Products like the pull-out organiser and the step-ladder that fit in a fraction of the space a small stool would otherwise occupy, make it so much easier to reach items stored at a higher level. The optimum utilisation of space makes Sleek products the ultimate building blocks of a Modern Kitchen.

    This is the first advertising campaign for Sleek since becoming a part of the Asian Paints family. 

    The TVC is a slice from the everyday life of a truly modern couple. The story takes place in an urban Sleek kitchen in the home of a progressive couple. The father-son duo is seen navigating and working in the kitchen with ease and finesse, thus indicating that it isn’t their first time in the kitchen. 

    The father breezes through kitchen tasks while also teaching his son not only kitchen skills but also valuable life lessons through them. This is their own quality time in the absence of his wife at home. The wife returns home to see her son helping his dad set the table with a fresh meal. The son, on seeing his mom back from work in the doorway, immediately proceeds to take her bag – a gesture of help that no one taught him per se, but something he has learned along the way. 

    Regarding the campaign, Asian Paints Ltd vice president, home improvement Pragyan Kumar said, “At Sleek Kitchens, we strongly believe in being in sync with the times, and that design can play a vital role in supporting the demands of our new lifestyles. The ethos of ‘Modern Kitchens, Modern Minds’ drives our innovation effort, and that’s the value we bring to our consumers: well-designed kitchens that are not just beautiful, but also makes things simpler and easy to use for all. Right from the concealed step ladder that provides easy access to those difficult to reach areas, smart chimneys and other appliances that make cooking a breeze or the overall kitchen design itself, every aspect and detail is thought through to ensure you get your dream kitchen. The joys of the modern family enhanced by a modern thoughtfully designed kitchen – that’s been the essence of Sleek and this TVC.”

    Asian Paints Ltd chief operating officer Amit Syngle said, “Asian Paints’ foray into home improvement segment has been able to help us strengthen our vision of partnering people in creating beautiful homes. The kitchen as a space has transformed from a purely functional area to a place showcased with pride. Sleek’s ability to understand each customer’s requirement and build their dream kitchens fits in well with the overall Asian Paints vision.”

    Madison BMB CEO and chief creative officer Raj Nair said, “This is the relaunch of Sleek Kitchens, India’s most well-known Modular Kitchens brand, since becoming part of Asian Paints. The modernity in the design, the openness of the layout of the kitchen, the contemporariness in the aesthetics, the attention to detail, all thoughtfully combine to create a truly distinctive offering. Take for instance the mid-way organiser that makes for convenient stacking at arm’s length. Or indeed the extremely convenient and unobtrusive step ladder. Just a couple of ultra – thoughtful features designed to dazzle. Matched with the most modern appliances like the hobs, the exhaust, the oven, even a concealed fridge! When presented by a leader like Asian Paints, the modernity of design transfers to modernity of thought that appeals to the modern minds of today. Therefore, very simply, who says a man cannot rule a kitchen? And along the way impart a few important life lessons to his son? We look forward to the communication involving film/print/outdoor/point of sale material cooking up very positive feelings among consumers, considering the package was already a hit at the dealer launch.”

    Madison BMB COO Kim Solomon said, “To create communication for Sleek, we had a choice to do the most obvious – elaborate showcasing of the product only, or to also go a few steps ahead and create interesting storytelling as well. In this day and age, it is also important for the Brand to have a larger point of view and express it. This is the stance of a true leader. What resulted is something that makes us truly proud to work for the Brand.” 

    Madison BMB is the advertising unit of Madison World and currently works with clients like Bathsense and Royale Bathrooms by Asian Paint, Kolte Patil, Aditya Birla Health Insurance, IIFL Wealth, Indian Oil, Giza Marketing and several other reputed brands.  

  • The Parzor Foundation, Madison BMB launch new Jiyo Parsi initiatives

    The Parzor Foundation, Madison BMB launch new Jiyo Parsi initiatives

    MUMBAI: The Parzor Foundation and Madison BMB along with Bombay Parsi Panchayat, TISS, Mumbai, and Federation of Zoroastrian Anjumans of India launched three new “Jiyo Parsi” initiatives including ‘Jiyo Parsi Care’, ‘Jiyo Phase III Campaign’, and ‘Jiyo Parsi Calendar’.

    The event also had a panel discussion called ‘Not Just Milk and Sugar’ with speakers like, Oxon scholar of Zoroastrianism Anton Zykov, Madison World Diversified Communication group executive director Lara Balsara and Isprava head of new business and markets Kaiyan K Mistree talking about the importance of the ‘Jiyo Parsi’ initiative.

    Speaking on the occasion chief guest Nauheed Cyrusi stressed the importance of both the medical and advocacy components of the programme and was delighted at the concept of Jiyo Parsi Care. This, she stated, makes it a programme connected with every aspect of community life and provides hope for the future.

    Parzor Foundation president and the driving force behind the Jiyo Parsi movement Shernaz Cama said, “The Parsi community is ever grateful to the government of India for recognising the declining population and coming forward with financial help. With the launch of Jiyo Parsi Care, Jiyo Parsi now offers a complete service for young people offering counselling, advocacy, persuasion, and financial help and support in both having a baby and looking after the baby and their family elders."

    Madison World chairman Sam Balsara said, “This is arguably the most satisfying project and campaign that I have been associated with in my life. It has been my pleasure to lend my professional expertise, acquired over decades to my community.”

    Madison BMB CEO and CCO Raj Nair said, “The Jiyo Parsi campaigns have always focussed on reviving the Parsi community by encouraging marriage, children, family values and togetherness. Finding life partners and having children is by no means simple, so the attempt is to help with whatever’s required, whether witty, cheeky conversation starters and/or art. With a desktop calendar, we hope our communication serves as a daily reminder.”

  • Bathsense launches new campaign with Rajkumar Rao

    Bathsense launches new campaign with Rajkumar Rao

    MUMBAI: Bathsense is a creation from Asian Paints, and represents the brand’s first complete bathrooms offering in the bath category.

    Bathsense is a collection of exemplary bath fittings and sanitaryware products that aims to simplify the user’s bathroom life with a host of truly unique features. Coming with the experience and legacy of Asian Paints, Bathsense presents unmatched aesthetics in design, quality, functionality and durability.

    To introduce India to Bathsense, Asian Paints has launched a 360 degree campaign, centred on a series of TVCs for North India. The TVCs were supported by an outdoor, print, digital and radio campaign, various activations and other point-of-sale elements for dealers, plumbers and customers. The entire campaign was conceptualised and created by Madison BMB, a unit of Madison World.

    The concept of the campaign, including its tagline ‘Bathrooms that understand you’, came from a powerful insight: today, bathroom products come in endless shapes and designs, but what one wants is a bathroom that smartly understands his/her bathroom expectations, including qualities like hygiene and durability.

    Bathsense backed this with impactful features like abundant flow even at low pressures, self-cleaning showers, water-saving faucets and many, many more. The TVCs aimed to not only introduce these product features in a memorable way, but also showcase a unique, humorous story that could easily stand out amidst the plethora of invisible bath ads today.

    The story essentially takes place in a Bathsense bathroom that understands its main user so well, he has chosen to live in it. By existing completely in a beautiful bathroom space, the story uses both quirkiness and simplicity to talk about how Bathsense products understand the user, even if the outside world might not. The repeated use of the phrase ‘Isse pata hai’ (this understands me) makes the film even more quotable and memorable. The phrase is also utilised in other elements of the campaign to provide continuity with the films. The story called for a main character who could be charming, easy-going, funny and yet classy, sometimes at the same time. Rajkumar Rao, a highly-respected Indian actor who has garnered critical acclaim for providing thoughtful performances in memorable films, was chosen for the North Indian (Hindi) film.

    Asian Paints Home Improvement vice president Pragyan Kumar says, “Apart from having great designs that look beautiful, Bathsense is committed to provide innovative solutions to problems that have remained unanswered for long. We strongly believe that the campaign will help us seed brand Bathsense in the market and establish clearly to our customers that we are here to offer solutions that truly understand them.”

    Madison BMB CEO and chief creative officer Raj Nair adds, “In today’s day and age, it seems almost old fashioned to find a brand’s virtue in the brand’s features themselves. Having said that, when we realised the features of brand Bathsense were as distinctive as they were, we thought why not build the proposition around the features themselves. Then came the added bonus of Rajkumar Rao who with his performance has made the campaign more memorable. Plus the music in the films is extremely quirky and catchy as well. In fact, seeing the instantaneous positive response of the dealers at the launch was an incredibly satisfying conclusion that should resonate well with consumers too.”

  • Sri Sri Tattva captures commitment of purity in latest campaign

    Sri Sri Tattva captures commitment of purity in latest campaign

    MUMBAI: Health and wellness FMCG brand, Sri Sri Tattva has launched its new brand tagline ‘Shuddhta Ka Naam’ at the country’s most exciting tournament of the year, Indian Premier League (IPL) 2018. 

    The brand reinforced its essence of purity through this campaign and aired three television commercials that captured the organisation’s purity of thought, action and products. The television campaign went on air from 7 April across all its networks.

    Sri Sri Tattva showcased its commitment to maintain the trust built over years by communicating the significance of purity, good health and happiness in one’s life. The TV commercial indicates how everything done with pure thoughts always turns out to be good and ultimately highlights the authenticity and pureness of the brand’s high quality products. 

    Sri Sri Tattva MD Arvind Varchaswi says, “Sri Sri Tattva signifies the essence of purity. We have always strived to come out with responsible products that are of use to society at large and will continue to innovate and develop many more and live up to our communication.”

    The advertisement picturises pleasant moments in one’s life and the choices made with a pure and good intent. It captures a wedding, honeymoon and hunger scenario in its TV commercials.

    Madison World chairman Sam Balsara mentions, “I am delighted to have Sri Sri Tattva as our client. We have created three commercials for their products based on the essence of our understanding of their organisation – purity of thought leading to purity of action and purity of brands.”

    The brand intended to highlight its proposition of pure thoughts and pure ingredients during the first match of IPL 2018 as the tournament would see pure excitement and pure energy from the crowd. IPL is large scale event and enjoys a viewership nationally cutting across gender, age and geography.

    Madison BMB CEO and chief creative officer Raj Nair adds, “Sri Sri Tattva’s goal is very clearly outlined in their vision for the brand: to promote health and wellness to every household. While Sri Sri Tattva comes with a legacy rich in ayurvedic tradition, the brand presents a truly holistic approach to health and wellness which is carried forward to the amazingly diverse product range across food, personal care, lifestyle and home care as well. This led us to the understanding that purity of thought, ingredients and action was a promise that is truly espoused by the brand. Thereby came the tag line ‘Shuddhta Ka Naam’.”

  • Madison BMB creates memorable Vistaprint

    Madison BMB creates memorable Vistaprint

    MUMBAI: Madison BMB has created a TVC for its client Vistaprint, a leading printing solutions company. The TVC which focuses on printing solutions for businesses, entrepreneurs and individuals.

    The TVC showcases how convenient it is for small and medium-sized businesses to print their visiting cards, stationery, merchandise and apparels.

    Vistaprint India CEO Nilesh Parwani said that Vistaprint.in facilitated translating business owners’ tremendous sense of pride and passion into an identity for their venture through a wide range of beautiful, high quality printed products.

    Madison BMB CEO and CCO Raj Nair said that the tag line “What’s your print?” specifically asked the viewer in a memorable way to go ahead and make their choice depending on their specific printing requirement.