Bhawana Anand, New Delhi
Madison BMB wins the Business Mandate of Asian Paints' Bath portfolio. As per the mandate, the agency will be entitled to do the advertising, strategy and creative for all brands that fall under the Bath Business vertical of Asian Paints.
On this new mandate Prabha Prabhu, CEO, Madison BMB articulated, "I am proud to be associated with a prestigious company like Asian paints. It is stimulating for me and my people to work with the very capable brand teams at Asian paints. After owning the WALLS, we will work towards Asian Paints owning the BATH SPACE. We, the agency and the brand team at Asian Paints are working towards fulfilling this objective."
However this is not Madison's maiden association with Asian Paints. The agency has worked on EssEss project, (Bath Fittings and Accessories), a brand that Asian Paints had bought over. And Prabhu surely feel that consequently they have got this new contract. Explaining more on this, Prabha commented, "We did a good job in terms of Strategy and Creative. And that made Asian Paints give us the creative responsibilities for the entire bath business on a retainer".
From the brand's side, Manish Choksi, President, Home Improvement, International Business and IT, Asian Paints said, "We are happy to have Madison BMB work on our Bath Business portfolio. In the short duration that they have worked with us, they have successfully created ideas and campaigns that have brought saliency for our bath brands. The conceptualization and execution of ideas - both have been done quite well."
Adding more to their achievement, Raj Nair, Chief Creative Officer, Madison BMB "It's great to work with the leadership and brand team at Asian Paints Bath Business. The opportunity to build brands through communication, ground up, is truly challenging and stimulating at the same time. We are in the process of developing work that is above, below and through the line and making sure ideation with regard to strategy and creative is truly insightful followed by pitch perfect execution."