Levi Strauss & Company has appointed Madison World to handle its entire advertising portfolio with the exception of creative duties. Madison World units would be handling the media duties, PR, out-of-home, below-the-line and even the celebrity and entertainment portfolio.
This is the first time that Madison World is offering a client an integrated service backed by its specialist units. The company has appointed Madison World for all its brands, Levi’s, Dockers and Levi’s Signature. Industry sources peg the business upwards of Rs 40 crore.
Madison World has 20 units across ten specialised functions in different areas of communication.
Sam Balsara, Chairman, Madison World, said, “We are delighted that yet another global and highly regarded and pedigreed brand has chosen Madison. This is the first time that we are offering an integrated service to a client. The attempt is to offer Levi’s the best of both worlds -- integration and specialization. I am sure we will face some challenges, but we are confident that we will overcome them, and this will help start a new chapter in the short history of Madison.”
In a prepared statement, Shumone Jaya Chatterjee, Managing Director of Levi Strauss (India), said, “We have been marketing to youth and young adults in India for the last 14 years and have reached a stage where our brands are well distributed and strongly positioned as category leaders. The challenge now is to expand the size of each of our segments through reaching our target consumers effectively, consistently and inspiring them with compelling messages. We believe that Madison, with their well-integrated services and their almost proprietary passion, will be a strong and strategic partner to have in building new communication and media paradigms appropriate for youth in the 21st century in India.”
Madison World claims a gross media billing of over Rs 2000 crore.