Madison World fishes Levi Strauss basket

MindShare, the incumbent, won the media business in 2003

Madison World has been appointed as the custodian of the entire gamut of brands of Levis Strauss India. The agency will be rendering its integrated services for all of Levis' brands – Levi’s, Dockers and Levi’s Signature.

The partnership entitles the company to handle the media, public relations (PR), outdoor, below-the-line and celebrity/entertainment portfolio for each of the company's brands. With this, Levi's becomes the first client on Madison's board to be offered an integrated service kit.

MindShare was the incumbent on the business and had been handling it since 2003. The creative business in 2003 was awarded to JWT Bengaluru. Some of the most interesting and appreciated campaigns for the company's brands have been on the Levi's Slim Fit jeans, Diva Jeans (endorsed by Sushmita Sen) and the Levi's Low Rise denims.

Madison World fishes Levi Strauss basket

Sam Balsara

In an official statement, Sam Balsara, chairperson, Madison World, says, “We are delighted that yet another global and highly regarded and pedigreed brand has chosen Madison. This is the first time that we are offering an integrated service to a client. The attempt is to offer to Levi’s the best of both worlds – integration and specialisation. I am sure we will face some challenges, but we are confident that we will overcome them and this will help start a new chapter in the short history of Madison.”

Shumone Jaya Chatterjee, managing director, Levi Strauss (India), adds, “We have been marketing to the youth and young adults in India for the last 14 years and have reached a stage where our brands are well distributed and strongly positioned as category leaders. The challenge now is to expand the size of each of our segments through reaching our target consumers effectively, consistently and inspiring them with compelling messages.”

Chatterjee adds, “We believe that Madison, with their well-integrated services and their almost-proprietary passion will be a strong and strategic partner to have in building new communication and media paradigms appropriate for the youth of the 21st century in India.”

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