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Tag: Madison Media

  • Patil will report to Vikram Sakhuja

    Pallavi Patil back with Madison Media as VP – insights & strategy

    Pallavi Patil
    Pallavi Patil

    Madison Media, a unit of Madison World, has announced the return of Pallavi Patil as Vice President – Insights & Strategy. In her new role, Patil will report to Vikram Sakhuja, Group CEO of Madison Media & OOH.

    Said Sakhuja on the appointment: “We are thrilled to welcome Pallavi back to the Madison family. Her extensive experience and strategic expertise will be instrumental in driving innovation and delivering exceptional value to our clients.”

    Added Patil: “I am excited to rejoin Madison Media and look forward to contributing to our clients’ growth and success through data-driven strategies and insights. It feels wonderful to be back and collaborate with such a talented and dedicated team.

  • Strengthens its leadership team

    Madison Media appoints Puja Rai as CSO

    By Our Staff

     

    Puja Rai
    Puja Rai

    Madison Media has appointed Puja Rai as Chief Strategy Office (CSO). She will be based in the agency’s Mumbai office and will report to Vikram Sakhuja, Partner and Group CEO, Madison Media & OOH. Meanwhile, Nagaraj Krishnamurthy will continue to mentor the analytics and automation space as he transitions into running an MSME Performance business.

     

    On the appointment, Sakhuja said: “Excited to have Puja join us as Madison’s CSO. Her skills in analytics, brand building, research, strategy and automation combined with experience across both agency media owner and advertiser organisations  makes her ideally suited to add value to our clients’ strategic challenges.”

     

    Rai has over 20 years of experience having worked Mindshare as Partner Client Lead, Lodestar, Star TV, INX Media, Quantemplate and IMRB, Puja also has the benefit of delving into a entrepreneurial journey with SkillWorld (Skilltech) as a Co-Founder. As per her LinkedIn profile, she has spent the last four-odd years with Pune-based SarvaGram as Chief Marketing and Digital Officer.

     

  • He will also introduce the agency to new tools, concepts and workflows

    Madison gets Rob Norman as advisor for digital transformation of clients

    By Our Staff

     

    Madison Media has announced the appointment of well-known digital media specialist Rob Norman as an advisor to accelerate digital transformation at key clients.

     

    Norman was until recently Global Head of Digital at GroupM. He has also been CEO of GroupM, North America. Currently, he is an independent Board member at Piano, MiQ, Simpli.fi, Knotch, Zeotap and a few other digital-first companies.

     

    Rob Norman will offer advisory services to Madison’s top clients, and introduce the agency to new tools, concepts and workflows.

     

    Said Madison World Chairman, Sam Balsara: “We are delighted to have Rob join us as a strategic advisor in the digital transformation space and am sure he will add a lot of value to our teams and our clients. The advertising world has turned digital. India with a digital share of Adex at 40% tracks a little behind the global average of 55% and we hope with Rob’s help to offer world beating thought leadership to our clients.”

     

    Added Vikram Sakhuja, Partner and Group CEO, Madison Media & OOH: “I have had the privilege of working with Rob for many years and his insights, clarity of thought and approach to Clients’ businesses has been inspiring. I’m thrilled to be able to partner with him again in helping build the business of Madison’s Clients.”

     

    Said Norman on his appointment: “I have known Sam, Vikram and Madison for many years. I am a great admirer of the business and its leadership. Independent, entrepreneurial organizations are well placed to innovate with speed and agility. I am excited to spend more time in India, it’s a country I love and a country rich in opportunity.”

     

  • Campaign created by Mullen Lintas

    Saffola initiates health movement for under 40

    By Our Staff

     

    Saffola Food Products has launched the Saffola ‘40 under 40’ campaign. This movement is aimed at inspiring young Indians to prioritise their health.

     

    Speaking about the campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited said: “There is an increasing trend of young Indians falling prey to lifestyle diseases; In a young country like India, this trend is deeply concerning. Saffola has always focussed on a healthy lifestyle and as a thought leader in that space we believe it is our responsibility to encourage young India to eat better and live healthier. Through the 40 under 40 campaign, Saffola in partnership with the Times Of India is attempting to bring about a sustainable habit change which can better our consumers life. We believe in today’s hectic day and age, earning the consumers attention requires sustained effort and engagement which we will attempt to build using a multi-touch point model to bring the campaign alive. The Saffola 40 under 40 campaign is spearheading the cause of inspiring India to take health seriously by participating on a health journey with 40 young achievers under 40 years, who will take India on a journey towards better health by adopting Roz Ka Healthy Step.”

     

    Added Jolene Fernandes Solanki, Chief Operating Officer, Madison Media: “Taking a note of the rising incidences of lifestyle diseases amongst young people; together with Saffola, we at Madison Media take pride in creating this health journey with 40 young achievers and their followers across India. Saffola has always been at the forefront of promoting a healthy lifestyle, and through this campaign it attempts to make a change and bring forth the focus on healthier living. Backed by months of conceptualising and strategic excellence, along with all the stakeholders we look forward to driving and promoting the health journey for the upcoming days.”

     

    Said Ram Jayaraman, Chief Creative Officer (CCO), Mullen Lintas: “While the world (rightly) celebrates professional young achievers, we wanted to encourage all Indians to think deeply about another kind of achievement: good health. Saffola ’40 under 40’ Roz ka Healthy Step is a social-first, interactive campaign that recruits 40 influencers under the age of 40 as real, fallible brand ambassadors, to inspire the rest of us towards taking that decisive first (and second, and third) step towards mindfully healthy living.”

     

  • A collaborative effort of RCCL, Madison Media and eCultify

    KamaSutra creates virtual museum on Metaverse

    By Our Staff

     

    Kamasutra, sexual wellness brand from Raymond Consumer Care Limited (RCCL), creates ‘Kamaverse’, a virtual museum on the Metaverse. Targeted at GenZ, this offering chronicles the ancient Indian history on sexuality, eroticism and emotional fulfilment in life with a fresh outlook, thanks to the revolutionary technological advancements the Web3 era.

     

    Kamaverse is a collaborative effort of RCCL; Madison Media and eCultify.

    Speaking about Kamasutra’s latest disruption, Pooja Sahgal, Chief Marketing Officer, RCCL, said: “Kamasutra has always been a pioneer in the sexual wellness category. Guided by the brand purpose of ‘Unleashing Confident Lovers’, we created a contemporary and innovative space on the Metaverse called the Kamaverse – another first in the sexual wellness category. This one-of-a-kind space is a virtual museum experience with different zones that chronicles ancient KamaSutra with a modern and fresh outlook and also a platform to explore and engage the young consumers enabling them to ‘Make Love Like Never Before’. We also created a virtual Influencer – Kamya – present inside the Space to guide the users through the zones. We are pleased and confident that with Kamaverse’s appeal and modern outlook – a safe space for both pleasure and education that the young consumers would greatly benefit.”

     

    Vandana Ramakrishna, COO, Madison Media, Ace, added: “The launch of Kamasutra’s own Metaverse campaign is yet another success story delivered in collaboration with RCCL, Madison Media and eCultify. Madison Loop Team has worked hard to create interactive and immersive experiences for their audiences through their content, which keeps the target hooked and booked throughout the campaign. eCultify has been a reliable partner for artistic design and for creating one-of-a-kind experiences for mobile and desktop users. eCultify and Madison Loop’s effortless alignment to our vision and smart execution make success story creation much easier just before the launch.”

     

    Founders of eCultify Mayur Khatwani and Vivek Kumar said: “We have created multiple Metaverse experiences for our clients, but the one for Kamasutra has, by far, been the most satisfying (pun intended). The creative vision brought in by the Madison World’s team and RCCL helped us craft this one-of-a-kind experience that we cannot wait to share with the world! We have been able to let our minds run free and execute our ideas which most other brands might not allow us to do. We are looking forward to a longer-term collaboration with both Madison World and RCCL.”

     

    Click here to enter Kamaverse : http://kamaverse.in/.

     

  • Polycab India, has become the official partner of the International Cricket Council (ICC)

    Polycab India is official ICC partner thanks to Madison Media & PMG

    By Our Staff

     

    Leading electrical goods company Polycab India has become the official partner of the International Cricket Council (ICC). Madison Media and Professional Management Group (PMG) consulted Polycab on this deal.

     

    ICC and Polycab’s association begins immediately and will cover all major ICC men’s and women’s events until 2023. This includes the ICC Women’s T20 World Cup in 2023, which will take place in South Africa; the ICC Men’s World Cup 2023, which will be held in India; and the ICC World Test Championship 2023, which will be held in England.

     

    On this announcement, Nilesh Malani, President and Chief Marketing Officer, Polycab India, said: “It is a matter of great pride for Polycab, a reputed home-grown brand with presence in 60+ countries, partner with the International Cricket Council. The game is a passion for millions of fans worldwide and being driven by the same philosophy, we at Polycab understand the importance of connecting with our customers through their passion. We are happy to collaborate with Madison Media and PMG and leverage their unique strengths to deliver outstanding results for Polycab”.

     

    Added Sam Balsara, Chairman, Madison World on this association: “As Polycab embarks on a journey to build a Mega Brand in India, it has taken the right step of building a deeper association with Cricket. Ground sponsorship of ICC events create a certain aura for the Brand. And this year the ICC Men’s World Cup will also be held in India, which will increase the interest of Indians in the tournament. I have no doubt that Polycab will gain deeply by becoming the Official Partner of ICC.”

     

  • In 2022, Digital overtook TV to turn the largest medium with a 38% share, notes the Pitch Madison Advertising Report 2023 released on Wednesday

    AdEx grew 21% in 2022, to grow 16% in 2023: Madison

     

     

    By Our Staff

    Madison Media presented its predictions for the advertising industry for 2023.  The highlights of the report were released by Sam Balsara, Chairman, Madison World. According to Madison Media, AdEx has grown by 21% in 2022 to reach Rs. 89,803 crore. AdEx is expected to grow further in 2023 by 16% and will cross the landmark Rs. 1 lakh crore number to settle at Rs. 1,04,230 crores. In 2022, Digital grew by 35% to become the largest medium in AdEx with a 38% share, compared to TV’s 34%. TV grew by a modest 9% vs our projection of 14%.

     

    Figures at a glance:

     

    Key findings of the report:

    A. Overall:

    1) In 2022 total AdEx grew by 21%, Traditional AdEx by 14% and Digital AdEx by as much as 35%.

    2) Compared to Indian AdEx growth rate of 21%, Global AdEx, according to WARC grew by just 8% in 2022. The Top 11 countries that account for 70% of Global AdEx grew by only 1%.

    3) In absolute terms, AdEx has grown from Rs. 74,231 crore to Rs. 89,803 crore and this is the second highest gain of the last two decades.

    4) Traditional AdEx dominates Indian AdEx with a 62% share, whereas in Global AdEx the figure is 32%.  With a growth of 14% in 2022, Traditional Media at Rs. 55,399 crore, has just crossed its 2019 figure of Rs. 52,136 crore.

    5) Digital AdEx is now the largest medium with a share of 38%, followed by TV with a share of 34%.

    6) The Audio Visual medium contributes to 45.6% of total AdEx. Linear TV at Rs. 30,662 crores and Digital Video at Rs. 10,314 crores, totalling to Rs. 40,976 crores.

    7) FMCG continues to be the largest category, but its share has moved down from 38% in 2020 to 32% in 2022.

    8) Ecommerce has now established itself as the 2nd biggest category of AdEx, growing in Share from 4.9% in 2019 to 14% in 2022.

    9) The Top 5 Advertisers in AdEx are HUL, Reckitt, RIL, Dream11 and Mondelez. There are only 11 Start-Ups in the Top 50 Advertisers List vs 15 last year, confirming that VC money is drying up.

     

    B. Digital

    1) Digital grew by 35% in 2022, on top of a 50% increase in 2021, to reach Rs. 34,405 crore and has emerged the largest medium in AdEx with a 38% share, overtaking TV.

    2) A 10-year review shows that Digital has grown from a mere Rs. 3,050 crores with a 9% share, to Rs. 34,405 crores with a 38% share today.

    3) Inspite of all this growth, Digital AdEx in India trails behind Global AdEx. Digital share in Global AdEx is 68%.

    4) Video, Social, Display, Ecommerce and Search drive Digital AdEx. Digital Video continues to dominate Digital AdEx and having grown by 40%, has further improved its Share from 29% to 30%.

    5) Social grew the most at 45% and increased its Share from 20% to 22%. Display has grown more modestly at 19% and has lost 3 percentage Share points from 19% to 16%. Search has grown by 32%, but is only 16% of the market.

    6) Ecommerce has registered a 35% growth and now has a share of 16% of Digital AdEx. Whilst Google and Facebook account for the lion’s share of Digital ADEX, Amazon and Flipkart account for almost 80% of Ecommerce spends.

    7) Digital is going to continue to fuel growth of AdEx in 2023. It is expected to grow by 25% to reach Rs. 43,036 crore and increase its share to 41% of AdEx.

     

    C. Television

    1) TV registered a modest growth of 9%, against our forecast of 14% to reach Rs. 30,662 crore.

    2) In 2022, for the first time we see signs of stress in Linear TV and its Share has come down from a high of 42% in 2020 and 38% in 2021 to a new low of 34%. With increasing spends in Digital, TV has now moved down to number 2 position in the Indian AdEx.

    3) TV has also seen a 8% decline in viewership over the last year, and a 13% drop compared to pre-Covid year 2019.

    4) TV has seen a marginal drop in Advertisers from almost 11,000 in 2021 to less than 10,500 in 2022.

    5) FMCG continues to be the largest contributor to TV AdEx with a share of 45%. Ecommerce, the 2nd largest contributor to TV AdEx, further increased its share from 18% to 20%, followed by Auto which has maintained its share at 5%.  Education has dropped its share from 6% to 4%.

    6) In terms of Genres, Hindi GEC 2 has registered the highest growth of 47% followed by Sports at 22%. News, witnessed a degrowth during last year. Among the regional satellite channels, Tamil continues to rule the roost, followed by Telugu, Marathi, Bengali, Kannada and Malayalam in that order.

    7) TV AdEx is expected to grow by 9% in 2023 to reach Rs. 33,522 crore.

    8) FMCG, the largest category of TV Market, is likely to substantially increase its Advertising budgets, instead of reducing consumer prices because of lowering of raw material inflation.

     

    D. Print

    1) Print AdEx grew last year by 11% to reach Rs. 18,470 crores, a little short of its pre-covid figure.

    2) Both Volume and Value in Print have gone up by 15% and 11% respectively.

    3) H2 performed well for Print and 58% of its AdEx came from H2 vs only 46% in pre-Covid year 2019.

    4) In terms of category contribution, although, Education de-grew marginally, it has emerged as the largest category in Print overtaking FMCG, which grew by as much as 8%. Two other large categories, Clothing, Fashion & Jewellery and Household Durables grew substantially by over 50%.

    5) In terms of languages, Hindi Publications continue to dominate, followed by English and Marathi, the latter two having grown by 19% over 2021.

    6) We expect Print AdEx to grow at 9% in 2023, to reach Rs. 20,133 crore and reach pre Covid levels.

    With this growth, its Share will be 19%, compared to Global AdEx where it is a mere 4%.

     

    E. Other Media

    1) OOH AdEx has registered a high growth of 68% on the back of a growth of 69% the previous year, taking the industry to Rs. 3,666 crore and surpass its pre Covid level.

    2) Digital OOH continued to be the growth driver with its big bright, colorful and moving displays.

    3) Radio AdEx has grown by 17% to reach Rs. 2,032 crore, but it is still at 90% of its pre Covid level. Its Share in total AdEx is at 2%.

    4) Real Estate has emerged as the largest category in both OOH and Radio, pipping FMCG.

    5) Although Cinema grew by 317%, it has reached only the half way mark of its pre Covid number of Rs. 568 crore. But with new movies coming up, we expect Cinema to grow by 75% this year and reach Rs. 995 crore, almost upto its pre pandemic level.

     

    Added Balsara: “Indian AdEx is the bright spot in a relatively dull and uncertain global environment. Our AdEx has grown by leaps and bounds in the last 3 years marked by Covid and the War, except in 2020. However, media habits of Indians are rapidly changing and this is reflected in our AdEx numbers and commentary. Advertisers who ignore these changes will do so at their own peril.”

     

    Bharat Puri, Managing Director, Pidilite Industries Limited who launched the report said: “Experiment, innovate, know your consumer and don’t be afraid of failure”. He said, “Whilst chasing impressions, don’t forget to make an impression!”

     

  • To strengthen Delhi office

    Madison Media appoints Vinit Kumar as VP

    By Our Staff

     

    Madison Media has announced the appointment of Vinit Kumar as Vice President, Madison Media Plus, Based in Delhi. Kumar will report to Abhik Banerjee, COO, Madison Media Plus.

     

    Said Banerjee: “We’re glad to have Vinit back on board. Having worked for various FMCG segments, he brings a wealth of experience to Madison. I am confident that we will be able to take our Delhi office to the next level with new business and continue to delight the existing clients.”

     

    Added Kumar: “I am excited to be joining Madison Media back and look forward to contributing to the organization in my new role and responsibilities. My hopes and expectations are high as I look forward to the challenges and opportunities Madison Media and its clients will provide me and unlock our clients’ growth by leveraging data, tech and talent.”

     

  • To help scale up the media presence for the institute across the country

    NMIMS names Madison Media as AoR

    By Our Staff

     

    The Narsee Monjee Institute of Management Studies (NMIMS) has appointed Madison Media as its media agency on record, to help scale up the media presence and generate higher reach for the institute across the country. As part of the mandate, Madison Media will handle traditional and digital media services including visibility in print media and radio for NMIMS.

     

    Said Burzeen Bhathena, Director Marketing & PR, NMIMS: “From very humble beginnings in 1981, NMIMS is today recognised as a globally reputed multi-disciplinary, multi-campus University consisting of 17 specialised schools, eight campuses, 17,000+ students, and 800+ full-time faculty members. NMIMS is well known for its consistent academic quality and research-focused approach along with developing a sense of community among students, to achieve holistic education. I’m confident that Madison Media will help us establish an impactful media presence and build a strong brand with its innovative approach. I look forward to working with them.”

     

    Added Chintan Soni, Vice President, Madison Digital: “We are looking forward to this exciting opportunity with NMIMS, which is one of the few universities in the country to have established a global footprint. NMIMS’ continuous endeavour to develop and achieve new education and research milestones is in line with the radically changing landscape of the education sector. By leveraging our digital-first and outcome-driven approach, we are confident that NMIMS will achieve its goals and surpass industry expectations. Madison is committed to further NMIMS media presence with strategic planning at all levels.”

     

  • In 2022, Digital to overtake TV to become the largest medium

    Adspends to grow by 20% in 2022 to reach 90,000 crores

     

     

    By Our Staff

     

    Madison Media predicts adspends (AdEx) will increase 20% in calendar year 2022. The highlights of the Pitch Madison report were released on Wednesday by Sam Balsara, Chairman, Madison World. According to Madison Media, AdEx is expected to grow by 20% in 2022 and reach Rs. 90,000 crore. This growth is on the back of a dramatic Rs. 20,000 crore increase in 2021 inspite of Covid wave 2. In 2021 Digital grew by 50% and in 2022 is expected to pip television to become the largest contributor to Adex with a share of 37%, compared to TV’s 36%. Print, too has grown dramatically by as much as 39%, retaining its share of 22% in Adex.

     

    Said Sam Balsara, Chairman, Madison World, “Advertisers seem to be returning to advertising with a vengeance. After Covid year 2020, Global Adex has registered a whopping 21% growth in 2021 and 18% versus pre-covid 2019. Compare this with a compounded annual growth rate of just 5% over 10 years from 2010 to 2019. India infact leads this return, with a growth of 37%, compared to a last 10-year compounded annual growth rate of just 10.4%.”

     

    Key findings of the Report:

    1. Overall:

    1 • In 2021 total Adex grew by 37%, Traditional Adex by 31% and Digital Adex by as much as 50%.

    2 • In absolute terms, ADEX has grown from Rs. 54,151 crore to Rs. 74,231 crore and comfortably surpassed the 2019 figure of  Rs. 67,603 crore by 10%.

    3 • Traditional Media contributes 66% of total Adex, whereas the global figure is 35%.  Despite a growth of 31% in 2021, Traditional Media at Rs. 48,793 crore, has not reached its 2019 figure of Rs. 52,136 crore.

    4 • Digital Adex has now reached a share of 34% and is in striking distance of TV, the leader of the pack which ended the year with a share of 38%. TV and Digital Adex now account for 72% of Adex.

    5 • Q3 and Q4 2020 contributed to 60% of Adex. Q4 registered a whopping 49% increase over Q4 2019.

    6 • FMCG continues to be the main category, but its share moved down from 38% in 2020 to 34% in 2021.

    7 • Ecommerce emerged as the 2ndbiggest category of Adex and the largest contributor to its growth, doubling in size from Rs. 3,000 crore to Rs. 6,000 crore.

    8 • 15 new-age Companies / start-ups have entered our list of Top 50 advertisers namely, Dream 11, BYJU’s, Phone Pe, Upstox, My 11 Circle, CRED, Netmed, MPL, Policybazaar, Unacademy, WhiteHat Jr, Swiggy, Netflix, Coin Switch Kuber and Coin DCX.

     

    2. Television

    1 • TV registered a high growth of 25% to reach Rs. 28,151 crore, following a 11% de-growth in 2020. TV is the only traditional medium that has comfortably surpassed the 2019 number of Rs. 25,291 crore, by as much as 11%. TV’s market share is at 38%, down from a high of 42% last year but one percentage point higher than 2019.

    2 • TV Adexwitnessed a 25% spike in Ad volume or FCT in 2021 over 2020 and a 11% increase against 2019. Significantly ad volume in 2021 is higher than 2020 in all four quarters.

    3 • FMCG continues to be the largest contributor to TV Adex with a share of  46%, but lost as much as five percentage points from a high of 51% in 2020. Ecommerce, the 2ndlargest contributor to TV Adex, increased its  share from 11% to 18%, followed by Edtech which increased its share  from 4% to 6%.

    4 • News as a genre has registered a high growth of 19% over 2019 and  29% over 2020. Marathi and Tamil Regionals have also grown dramatically by 36% and 24% respectively over 2019. Second line GECs de-grew by a massive 18% and mainline GECs de-grew by a negligible 3%. Hindi GEC continues to be the largest segment, followed by Sports and then News.

    5 • TV Adex is expected to grow by 14% in 2022 to reach Rs. 32,100 crore, 27% higher than 2019.

     

    3. Digital

    1 • Digital grows by 50% in 2021 to reach Rs. 25,438 crore and has emerged as a strong No 2  for the 2ndconsecutive year, at 34% share, a little short of TV at 38%. Digital has achieved a CAGR of 27% over last 10 years.

    2 • Q4 was the largest quarter, where Digital Adex touched almost Rs. 10,000 crore and contributed 39% to the full year.

    3 • Video is the highest contributor to Digital with a share of 29%, followed by Social & Display at 20% each.  E-commerce and Search now contribute 16% each to overall digital pie.  In terms of growth rate,  E-commerce has grown significantly by as much as  50%.  Display, Video and Search have also grown substantially at 30%+.

    4 • Programmatic has firmly taken route in India and its share continues to be 42%.

    5 • Ecommerce advertising revenue is rising rapidly and we estimate ecommerce advertising spends in 2021 to be at Rs. 4,100 crore, mainly on the back of Amazon and Flipkart, but newer entrants like Nykaa, Big Basket and JioMart are also finding favour with a relevant set of advertisers.

    6 • Digital is set to grow by 30% in 2022 to reach Rs. 33,070 crore and set to emerge as the single largest contributor to Adex, overtaking TV by almost a 1000 crores.

     

    4. Print

    1 • Following a 41% decline in 2020, Print Adex grew by a whopping 39% to reach Rs. 16,595 crore. Despite the high growth rate, Print is still only at its 2015 levels and has registered a 16% drop vs 2019.

    2 • With a share of 22% in Adex, India is the Print Capital of the world, along with Germany. Global share of Print is a mere 5%.

    3 • Print volume in terms of CC has also gone up by 31%.

    4 • 3 categories FMCG, Education and Auto make up 45% of total Print Adex. Both FMCG and Auto have come down in share by 2 percentage points each.

    5 • English and Hindi publications put together, contribute to 63% of total  Adex volume. English publications grew 40% over 2020. Hindi publications which are the largest volume contributor, also grew by 30%, Telugu by 37%, Assamese & Marathi by 33% and Bengali by 27%. All languages grew, the least to have grown are Kannada, Gujarati and Punjabi by 18-19%.

    6 • Print Adex is expected to grow by 13% in 2022 to reach Rs. 18,750 crore, but it will still be at the level it reached in 2017.

     

    5. Other Media

    1 • OOH Adex has registered a high growth of 69%, taking the industry to Rs. 2,178 crore, but still way below 2019 level. Conventional OOH grew by 63% and Transit Outdoor by almost 100%. Digital OOH is also beginning to take root and grew from Rs. 50 crore to Rs 300 crore and has a share of 13.77%, far below the global average of 40%. We expect OOH Adex to grow by 36%, to reach Rs. 3,000 crore, the level it had reached in 2017.

    2 • Radio Adex has grown by 36% to reach Rs. 1,733 crore, with a share of just 2 %. With this Radio is at the level it had reached in 2016. We expect Radio Adex to grow by 10% and reach Rs. 1,900 crore.

    3 • Cinema has been by far the worst affected medium. Because of 2 years of Covid, it has degrown by a further 25% over 2020 to reach 136 crores. We expect Cinema to grow by 267% to reach Rs. 500 crore, almost half of the  pre Covid level of Rs. 1050 crore.

     

    Figures at a glance:

  • Instrumental in building the Branded Content and Content Marketing advertising vertical

    At Mates: Enter: Kumar Siddharath, Exit: Sooraj Bhalla

    By Our Staff

     

    Kumar Siddharath
    Kumar Siddharath

    Madison Media has just announced that the agency has appointed Kumar Siddharath to lead its entertainment unit, Mates. Mates will be integrated within Madison Media and will focus on brand solutions including in-film associations, celebrity associations, and other ancillary services related to entertainment, content and branding. Siddharath will report to Vikram Sakhuja. Former Founder & CEO of Mates, Sooraj Bhalla has decided to pursue other interests.

     

    Bhalla was responsible for steering the company towards gaining industry leadership position and post his 17-year journey with the organisation, he sets to complete his term on December 3, 2021.

     

    Having started his career as an assistant director to Rajkumar Santoshi, Bhall worked on blockbuster projects like Andaz Apna, Damini, Ghatak and Barsaat. Further, he was Executive Producer of Hindi feature film – Shararat starring Abhishek Bachchan, Amrish Puri etc. After procuring prolific experience in content production and direction, his first independent venture – TeamWorks -was bought out by Balsara to create Mates.

     

    Sooraj Bhalla
    Sooraj Bhalla

    Said Bhalla: “So far, my focus has been to work towards driving impact for clients and touch an emotive chord with consumers with the power of content and communication. In this next chapter of my professional life, I am looking forward to taking these years of rewarding experience with Mates and continue delivering value through the various channels of communication in the content space,”

     

    With over 14 years of experience, Siddharath has worked with companies like Endemol, UTV, Viacom 18, Reliance Broadcast Network, Optimystix Entertainment, and other productions houses where he has produced big shows including Roadies and created AFPs for brands like  HUL, Hero, Idea and Woodland amongst other brands.

     

    Said Sakhuja: “I am excited to have Siddharath join our team and provide our clients’ brands content solutions and further strengthen our Madison Media offering, all under one roof.”

     

    Added Siddharath on joining Mates, “I am excited to join Madison and look forward to creating a lot of interesting brand solutions that help our premium roster of clients create magic and meet their business goals.”

     

  • Will handle entire media gambit for the carpet store including TV, Print, Radio, OOH

    Madison Media wins Obeetee mandate

    By Our Srtaff

     

    Madison Media has been appointed as the Media AOR for online carpet store, Obeetee. The agency will handle the entire media gambit for the client including TV, Print, Radio, OOH, Digital and Cinema. The account will be handled by Madison Media Alpha based out of Mumbai.

     

    Said Angelique Dhama, Chief Executive Officer, Obeetee: “I feel carpets as a category is not so well established in India. At Obeetee, our aim is to become synonymous with the category itself. With our 100 year old legacy and top notch products, we are confident of being an integral part of Indian homes in the days to come. I am very pleased to have Madison Media, backing our aspirations and walking the path to success with us.”

     

    Added Vishal Chinchankar, CEO, Madison Digital & Madison Media Alpha: “Carpet/Rugs category intent has gone up 120% due to the pandemic as people are spending more time at home. This is the right time for Obeetee to make a consumer buying journey seamless across online/offline touchpoints. We are confident that out digital first & outcome driven omni-channel approach will help Obeetee surpass industry growth.”