Madison Media to promote BBC World Service Trust’s HIV Campaign

Madison Media to promote BBC World Service Trust’s HIV Campaign

Author | exchange4media Mumbai Bureau | Friday, Apr 13,2007 9:19 AM

Madison Media to promote BBC World Service Trust’s HIV Campaign

Madison Media has begun the new financial year by winning the media planning and buying AoR for BBC World Service Trust. Madison Media won this AoR in a pitch that included several other media agencies.

The BBC World Service Trust is an organisation that uses the creative power of media to reduce poverty and promote human rights by inspiring people to build better lives. The Trust is implementing a mass media campaign to prevent the transmission of HIV by promoting condoms in states where HIV prevalence is high.

Yvonne MacPherson, Project Director, BBC World Service Trust, who has been in India for three years, said, “The importance of media planning and buying cannot be overemphasised in today’s over communicated and cluttered environment, and more so when you are trying to inspire attitudinal and behaviour change. We saw in Madison Media a partner in our efforts to achieve social change, and not just a service provider. We chose Madison Media for its cogent and imaginative approach to media planning, which was catered specially to our needs.”

Sam Balsara, Chairman and Managing Director, Madison Communications Pvt. Ltd, added, “We are delighted that BBC World Service Trust chose us and we are looking forward to using our professional skills in this social project. We are confident that all the experiences and expertise available in Madison Media to sell commercial products or services can and will be utilised to promote a social concept, and we are looking forward to it.”

Madison Media Plus headed by Chief Operating Officer, Basabdatta Chowdhuri, will handle the account from Delhi. He will report to Madison Media Group CEO Punitha Arumugam.

Madison Media handles a select number of large and prestigious clients including P&G, Gillette, Coca Cola, Godrej Consumer Products, Godrej Sara Lee, Airtel, General Motors, Kinetic, Playwin, TVS, Acer, Asian Paints, Marico, Tata Tea, Tata AIG, Radio Mirchi, Kotak and Cadbury. The Rs. 1,300-crore Madison Media is a part of Madison World, which also has specialist units in creative, outdoors, PR, rural, retail and entertainment.

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