MAM
Madison BMB launches new musicians-only campaign for True School of Music
Mumbai: Madison BMB on Tuesday created a mental health awareness campaign True School of Music (TSM) that speaks to musicians in a language that only they can understand. The poster and social media campaign uses music notations to communicate with musicians and urges them to seek help from a mental health counsellor if they are facing mental health issues. TSM is endeavouring to not just train musicians but look after their mental wellbeing as well by joining hands with mental health wellness partners like The Mood Space.
This integrated campaign is a combination of posters which were put up at leading sound studios, social media posts and live Instagram sessions with celebrated musicians like Karsh Kale.
The culmination of this campaign is Don’t Give Up – a music video conceptualised by TSM’s founder Ashutosh Phatak and created by the alumni and current batch of TSM students. The music video will be launched on World Music Day to celebrate each musician and to empower them to overcome their daily struggles.
Madison BMB senior creative director Rohan Joseph said, “Music is something that is very close to our hearts. The fact that more than 50 per cent musicians are battling depression needed immediate attention. We hope that our campaign which is exclusively made for this gifted species doesn’t just resonate with them but also helps them be in a happy space and create even better music.”
Madison BMB CEO and chief creative officer Raj Nair said, “We have always believed in the power of creativity, and the potential it has in bringing about meaningful change. For this campaign, we used music itself as a language, quite literally, for its ability to have a universal impact and drive home the message of support we wanted to give to the creators of music. We are confident that it will strike the right chord with musicians especially and many will genuinely benefit from their association with True School Of Music and The Mood Space.”
True School of Music co-founder Ashutosh Phatak said, “Music is such an integral part of our lives. It has the ability to inspire, motivate and heal. But the creative process has tremendous challenges. Musicians bare their souls and, in that expression, there is often anxiety and insecurity. This is a real issue that people go through and at TSM we would like to raise awareness about these issues while offering help and solutions at the same time. Whether you’re someone who is just thinking about having a career in music, or someone who is studying to be a musician or someone who is just starting their career or someone who’s had a very successful life making music, this process is riddled with ups and downs. I think it’s important for us to recognize this and help and support anyone who is in this inspiring and creative musical journey.”
“Music is a huge part of all our lives. Whether it is on the way back from work, during a road trip or just when we’re feeling low, music has been there for us. I think it’s time we extend the same support to the musicians who face the extreme demands of a creative career path, struggle to sustain inspiration, joy and prioritize their mental health. As mental health partners of The True School of Music, we at The Mood Space, aim to provide musicians with a space to create and space to heal. This World Music Day, we urge musicians to reach out for support when needed and take time out to focus on yourself if things get too much. After all, it’s about looking after each other and ourselves,” added The Mood Space co-founder and counselling psychologist Rhea Sawhney.
MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
