Madison Creative, the creative arm of Madison Communications, has grabbed a handful of new businesses. Over the past few months it has won the creative duties for Daksh eServices, a leading BPO centre based in Gurgaon (near Delhi), Hindware, a brand of sanitaryware, women's fashion-wear brand Oobe, and BenQ, a range of telecom and IT services. All the businesses were won in multi-agency pitches though the names of the various contenders for these businesses could not be ascertained.
The new accounts, according to the agency, would add around Rs 20 crore to the agency's billings. Prabha Prabhu, executive director, Madison Communications, who heads the creative wing, credits these wins to sound strategic thinking and great creative work. "The new team that we have put in place is talented, committed and highly creative," she says.
While two of the brands are being advertised in print currently, the campaign on Daksh eServices will be released soon, with the fourth in the conceptualisation stage.
The task for Daksh is to correct the way BPOs are perceived by the youth. "Graduates consider these BPOs as a stop gap, an opportunity to make a quick buck and then move on. By establishing the leadership position of Daksh and building respectability around the profession, the objective is to project Daksh as a great career option." Integrating its brand objectives, Daksh has been positioned as an 'Indian MNC'.
The agency's brief for BenQ is not much different. The task is to rid a mental barrier. BenQ, which plans to launch mobile phones with flaps, is up against the common perception that users tend to damage flaps while receiving or concluding calls. Through a series of recently released print ads, the agency hopes to correct this misconception. The ads stress on the fact that BenQ mobile phone flaps are unbreakable.
The campaign for Hindware is running in print currently and pitches the brand as 'whiter than the whitest of the white' to communicate its "unmatchable quality". As far as Oobe is concerned, Madison will look "to promote it as a cult brand".
With the new set of businesses, the agency now has 13 accounts in its kitty, including Godrej, Adobe, TBZ, Cupid Annabis, Red Bull, Milton, Swedish Match, Safexpress and Intercontinental. © 2004 agencyfaqs!First Published : January 22, 2004