MAM
Madison Media is Radikal Rice’s media AoR
MUMBAI: Madison Media has bagged the media mandate of Radikal Rice following a multi-agency pitch that saw participation of agencies like MEC, Zenith Optimedia and Carat.
The account size is estimated to be around Rs 250 million and will be handled by Platinum Media in Delhi, Madison said.
Madison Media group CEO Gautam Kiyawat said, “We are excited to partner with this new age food Company, and are looking forward to helping them gain their rightful share in India’s growing food
industry.”
Radikal Overseas managing director Siddharth Chaudhary said, “After reviewing several agencies, we found the right partner in Madison Media, given their expertise of the Indian media market and proven track record. I look forward to a long and mutually beneficial partnership”.
Radikal is manufacturer and supplier of premium basmati rice with
nutritive value.
For the record, Madison Media has also won media duties of brands like Dixcy Textiles, Enamor Lingerie, Gowardhan Dairy and Crompton Greaves this year.
MAM
Shalimar Paints launches AI-powered campaign for Hero & Zero Damp
Shalimar Paints launches AI-powered TVC for Hero Weather Guard 12 and Zero Damp Advance.
MUMBAI: Shalimar Paints just gave walls a witty wake-up call because when your house is quietly damp and dull, even the paint job deserves a dramatic intervention. Shalimar Paints has rolled out an AI-powered campaign spotlighting its flagship protection solutions, Hero Weather Guard 12 and Zero Damp Advance. The light-hearted TVC follows a meticulous man who over-prepares for every tiny outdoor hassle, an oversized umbrella for drizzle, plastic wrap for his backpack, a visor against dust, a portable fan to dry clothes yet returns home to a house showing dull paint, hairline cracks and spreading damp patches.
The narrative flips to the brand’s science-led fix, Hero Weather Guard 12, with adaptive polymer technology, anti-fungal and anti-microbial protection, and a 12-year performance warranty against harsh weather, peeling and fading, paired with Zero Damp Advance, which strengthens surfaces against moisture seepage and humidity, backed by its own 12-year warranty.
The film closes with the tagline “Nischit Suraksha. Saalon Tak.” (Certain Protection. For Years.), reinforcing that true glow comes from smart, long-lasting solutions rather than extreme measures.
Shalimar Paints MD & CEO Kuldip Raina said, “Homes are built to last, but endurance requires the right protection. Despite being exposed to weather and moisture all the time, outside walls are frequently disregarded until damage is apparent. Our solutions combine technology and confidence backed by warranties.”
The campaign, blending humour with real-life relatability, will run across digital channels and social media, targeting homeowners, painters and channel partners in urban and emerging markets who seek durable exterior and damp-proofing solutions.
In a world obsessed with quick fixes, Shalimar isn’t selling paint, it’s selling peace of mind, one scientifically sound, decade-long coat at a time.
