Madison Creative brings home Bajaj Capital

Madison Creative, the service advertising agency arm of Madison Communications has been awarded the creative responsibilities for Bajaj Capital, the Securities and Exchange Board of India-approved financial planning and investment advisory services company.

Bajaj Capital was won in a multi-agency pitch, on the back of a creative-cum-strategy presentation. The size of the business is an estimated Rs 5 crore.

Spelling out the reasons for appointing Madison Creative, says, Rajiv Bajaj, managing director, Bajaj Capital, "Bajaj Capital's endure is to strengthen its position as the premier financial planning brand for individual investors. The track record of Madison Creative portrays strengths in partnering brands in their success stories."

He adds, "The Agency has the capability of blending strategic planning and good creative development. This is the primary reason why we decided to take them on as our communication partners."

An enthusiastic, Prabha Prabhu, executive director, Madison Communications, tells her side of story. "It was sound strategic thinking, great creative work done by a talented, committed and highly creative team that won us the business."

The agency has already plunged into brainstorming sessions on Bajaj Capital. "The positioning that we have given to Bajaj Capital is that of unbiased financial advisers. So from that platform, the team will extend the brand communication to highlight aspects such as the welfare of the individual being paramount and give financial advice accordingly," Prabhu explained.

With Bajaj Capital, the agency now has sanitaryware brand Hindware, women's fashion-wear brand Oobe, Gurgaon-based BPO centre Daksh Services and BenQ's range of telecom and IT services in its kitty. But Prabhu was tight lipped about the total billings of the agency with the addition of Bajaj Capital.

"The business plan for the agency is to make this year into a dream year...which means trebling the revenues," she said confidently. © 2004 agencyfaqs!