Ad agencies
Madison BMB transitions into fast-growing Madison Loop
Mumbai: Madison World has announced that Madison BMB, its full-service creative advertising unit, will now become part of Madison Loop, its recently launched digital-first creative unit.
Madison Loop provides strategy, creatives, social media management, SEO, ASO, web development, technology solutions, influencer management, and content collaborations. Madison Loop has in a short span scaled up and has marquee clients in its portfolio, including McDonald’s, Vicco, Amara Raja, Raymonds, Pidilite, Godrej Properties, Asian Paints, Zee5, and Zee Bangla, among many others.
The clients and employees of Madison BMB will be absorbed by Madison Loop. Raj Nair, Madison BMB’s chief executive officer, has decided to move on to pursue other opportunities outside Madison World.
Madison World chairman Sam Balsara commented, “We live in a fast-changing world where everything is turning Digital. The rapid acceptance of Madison Loop by marquee clients is testimony to what Advertisers need and want. This also provides a great opportunity for those in Madison BMB to hone their skills in Digital and gives those in Loop an ability to appreciate the finer nuances of Creative. I would also like to take this opportunity to thank Raj Nair for his contribution to Madison BMB, during his long innings with us.”
Madison Loop is a unit of Madison World, India’s largest homegrown communication agency and the world’s 4th largest independent media agency as per RECMA. Established in 1988, Madison World through its 11 companies, served last year as many as 500 Advertisers.
MUMBAI: When your cakes are iconic, your rusks have cult status, and your croissants are quietly doing their flaky thing across Indian breakfast tables, you don’t just hire any agency. You bring in the big knives. Britannia Industries has just appointed Tilt Brand Solutions as its agency on record for its baked goodies – we’re talking Cakes, Rusk, Bread, and Croissant. And no, it’s not half-baked.
The Mumbai-based creative hotshop will now whip up the brand and communication strategy for Britannia’s adjacency portfolio. That means not just making ads, but kneading brand love into every bite. The agency has been handed the apron to serve up memorable campaigns, engaging content, and maybe a few eyebrow-raising moments on your feed.
“For Britannia’s adjacency portfolio, it was imperative that we got on board a partner who would be able to bring a perfect amalgamation of creative strength and business acumen to the table. The balanced approach of Tilt Brand Solutions and their category & consumer understanding delivered on the brief. We look forward to this partnership to create a significant impact for these businesses,” said Britannia marketing – general manager Shekhar Agarwal.
Tilt Brand Solutions, which has been flexing its creative muscles in the Indian adland, now gets to work its dough across formats, platforms and consumer cohorts. Expect punchy campaigns that turn bakery basics into branding blockbusters.
“We are thrilled to partner with Britannia on this exciting journey. With our shared commitment to innovation and creativity, we are confident of creating impactful and memorable work that resonates with audiences, while also driving growth and leadership in the category,” said Tilt Brand Solutions CBO Hari Krishnan.
