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Tag: Madison Loop

  • Ravindra Jadeja represents Caltex® lubricants in its new TVC created by Madison Loop

    Ravindra Jadeja represents Caltex® lubricants in its new TVC created by Madison Loop

    Mumbai: Caltex® Lubricants is an industry leader and pioneer in the lubrication industry, providing a comprehensive range of high-quality lubricants, backed by cutting-edge technology and innovation for the past eight decades. This legacy was mirrored in their latest television commercial (TVC), ‘Caltex Yaani Commitment’, featuring the versatile cricket superstar, Ravindra Jadeja. Conceptualised and executed by Madison Loop, the TVC aims to unlock the full potential of the Indian market by strategically selecting Jadeja as the face for the brand.

    The TVC opens with a key moment in a match where Jadeja needs to make a winning shot. As the anticipation builds, the viewers are taken into a brief flashback that showcases Jadeja’s commitment and dedication to honing his skills. The TVC seamlessly draws comparisons between Jadeja’s abilities, and the comprehensive range of high-quality lubricants offered by Caltex, each with its own unique attributes and performance characteristics. The transitions between Jadeja’s cricket skills and the Caltex products’ unique selling points are seamless, emphasizing the brand’s commitment to delivering consistent and reliable performance, just as Jadeja does on the cricket field.

    Madison Media Alpha has taken a 360-degree approach to develop an impactful media plan to maximize reach.

    “Creating this TVC for Caltex has been a remarkable journey for us. We worked closely with Caltex and HPCL while scripting the TVC – marrying Jadeja’s all-rounder appeal with the all-rounder nature of products in Caltex’s stable. This TVC reflects our commitment to delivering a powerful and impactful campaign that resonates with the brand’s core values and the needs of its customers.” said Madison Loop VP Kosal Malladi.

    Sharing his experience, Madison Loop creative director Siddhartha Bose said, “Working on this TVC has been a fantastic experience. Team Caltex worked with us every step of the way, and really enabled us to capture, and bring to life, the spirit of commitment shared by Caltex and Ravindra Jadeja.”

    Chevron International products (IP), general manager, marketing and sales support Marc Bouchebl comments on the launch the new TVC, “We are thrilled to go live with a television commercial in collaboration with Ravindra Jadeja, our Caltex brand ambassador in India. His passion, dedication to the game and success story align seamlessly with the values of the Caltex brand. With his support, we aim to reach a wider audience across India and reinforce Caltex’s position as the all-rounded lubricants provider for our customers.”

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  • With Madison Loop’s creative expertise, Amara Raja Group’s brand film stirs emotions

    With Madison Loop’s creative expertise, Amara Raja Group’s brand film stirs emotions

    Mumbai: Amara Raja Group, a leading business enterprise in India, that operates in diverse sectors like energy, mobility, advanced cell technology and power infrastructure among others, recently unveiled a captivating brand film. Primarily known for its lead-acid battery business, the brand film, which was conceptualized and executed by Madison Loop, aims to bring out how Amara Raja is present in every aspect of our lives (beyond just batteries) through a relatable, emotional narrative. This was possible because of the in-depth brand understanding that Madison Loop has developed over years of association with the Amara Raja Group.

    Through the eyes of 10-year-old Raghu, the film holds the viewer’s interest and gives a glimpse into Amara Raja’s role in the fabric of daily life. As Raghu navigates his typical school day, subtle touchpoints of the company’s presence emerge – from the automotive batteries that power our rides to the EV charging stations that symbolize the Group’s commitment to sustainable mobility. Amara Raja’s positive impact is woven seamlessly throughout Raghu’s everyday experiences, showing how the company’s innovative spirit and forward-thinking ethos have become a natural part of the community’s everyday lives. To ensure that the narrative authentically captured the Group’s ethos, the Madison Loop team meticulously worked alongside the client team to refine the script and deliver the envisioned concept.

    Speaking about the brand film and its idea, Amara Raja Group head corporate communications Brijesh Menon said, “I think we are yet to see a rendition of the messaging ‘we are a part of your life’ that has been conveyed through such a warm and wholesome narrative. Looking at what we do with wonder and curiosity, through a school boy’s POV works beautifully for an organisation like Amara Raja that is a part of many people’s daily lives, without their even knowing it”.

    Sharing his thoughts, Madison Loop VP Kosal Malladi also commented, “This film showcases the collaborative spirit of both Madison Loop and Amara Raja Group that went into its creation. From scripting and strategizing to conceptualization, the team ensured it effectively highlights Amara Raja’s remarkable scale, diverse capabilities, and ambitious aspirations.” He further adds, “The hope is that the film will resonate with a wider audience, essentially communicating Amara Raja’s vision for the future”.

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  • Madison Digital announces it new creative & social media unit ‘Madison Loop’

    Madison Digital announces it new creative & social media unit ‘Madison Loop’

    Mumbai: Madison World’s digital arm has announced the launch of its creative unit, Madison Loop, to offer social media management, digital creative & solutions, SEO, ASO, website development, technology solutions, influencer management, and content collaborations.

    Madison Loop will be led by Madison Digital vice president Kosal Malladi, who will continue to report to Madison Digital and Madison Media Alpha CEO Vishal Chinchankar.

    The unit has already developed a portfolio of work for clients including McDonald’s, Vicco, Joy Cosmetics, Raymonds, Pidilite, ePay Later, Godrej Properties, Bandhan Bank, Asian Paints, Zee5, Glide Invest, and Zee Bangla, among others.

    Commenting on the development, Madison Media and OOH group CEO Vikram Sakhuja said, “For any creative idea to be successful, it needs to be adapted to the syntax of the platform. In digital, the creative idea needs to be expressed across platforms as varied as in-stream video, break bumpers, display, social media posts, microsites, social messaging, influencers, content, etc. Under Malladi’s leadership, we are very excited to launch Madison Loop, which will not only create a platform for the relevant expression of a creative, but also link it to outcomes using data and tech.”

    “We need creativity now more than ever. This digital multiverse finally allows us to have a dedicated division to cater to all our clients’ creative needs under one roof. The new expansion of Madison Digital under Malladi’s leadership will be a great step forward for the company,” commented Vishal Chinchankar.

    Madison Digital is a part of Madison World, which also has specialist units in advertising, business analytics, out-of-home, PR, mobile, retail, sports, and entertainment, employing over 1,000 communication professionals across India.

    Speaking about his expanded role, Malladi said, “I have been a part of Madison since 2014. I have seen digital evolve from a ‘good to have’ to an ‘absolute must have.’ Today, digital cannot be limited to a single video or banner. Media and creativity need to work hand in hand to tap into the digital consumer. Madison Loop’s focus is on solving business problems by layering creative magic with ‘data and technology’ solutions.”

    “Madison Connect and Madison Automate are tools that have been built by Loop to scale influencer management and creative automation, respectively. I am really excited to scale Madison Loop,” he added.

    Madison Digital has grown 10x in terms of billing in the last three years, to become a 200+ employees’ strong outfit with capabilities in branding, performance & creative solutions.

    Madison Digital has built its own proprietary cloud marketing and automation tools and is one of the few agencies with its own data & tech solutions. Madison Digital was declared the Best Digital & Social Media Agency of the Year 2020 at IDMA 2020. The digital arm of Madison World was also voted Agency of the Year at the Digies Digital Awards 2019 and Mobile Media Agency of the Year at the IDMA Digital Awards 2019, in addition to winning over 150 awards since January 2020.