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Madison’s new tool to help advertiser target small towns
Madison has developed a unique Town and Country (T&C) framework, a set of tools and guidelines that are aimed at assisting advertisers harness the potential of small towns and large villages.
The framework starts with market prioritisation and identifies media options for the selected market.
Some of the key highlights of the approach are:
T&C framework clusters markets based on Market attractiveness. Market attractiveness is estimated for a product category by considering social, cultural, economical and media factors.
Once the markets are prioritized, T&C framework suggests media options that are best suited for a market and also minimizes media wastage, increasing Media RoI (return on investment).
The agency’s experience with T&C frameworks indicate that there are dramatic differences in markets prioritized and suggested media options between T&C framework and conventional techniques.
On the premise that T&C markets have not been as intensively studied, Madison employed its proprietary framework M:Cube (Madison Media Multiplier) to understand the T&C markets. M:Cube helps in prioritizing markets by studying the relative attractiveness of a market by quantifying the potential responsiveness to marketing and media inputs. Simplistically speaking, M:Cube helps in identifying the lowest lying fruit and the most cost effective way to grab the fruit. The culmination of the study was the formulation of Madison T&C framework, which guides media planners through the entire process of media planning to harness the potential of T&C markets, says the agency.
As the reach of the press in T&C markets is low (barring the southern state of Kerala), the skew towards TV is obvious in these markets, says Madison. The Madison T&C framework identified three key characteristics to represent market attractiveness – accessibility, awareness and affordability, as the framework does not encourage a ‘one size fits all’ approach. In general, terrestrial transmission and regional language programming is popular in T&C markets. However, planning for C&S homes in T&C markets is a challenge as most TV sets in T&C markets cannot receive more than eight to 11 channels. Media planners need to consider data regarding availability of channels in prime band before finalizing C&S channel options, says Madison.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
