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Madison Media makes way in Venice Festival of Media with Cadbury

01-May-2007
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Madison Media makes way in Venice Festival of Media with Cadbury

Madison Media has been honoured at the recently concluded Venice Festival of Media, which was organised by Publishers of Media and Marketing, Europe, and Cream Magazine. The recognition comes for the work that the agency has done for its client Cadbury.

The Venice Festival of Media put together five media works from across the globe for their innovation. The work that Madison Media did for its client used the mobile phone to help Indian youth, by bringing their vital exam results directly to their mobile phones. Cadbury took its message of celebration into that most tense of moments — the moment when students discover how well they did in their exams, and thus the chocolate would be promptly given at a time when Indian ‘mithai’ would come to their mind.

The other four innovations include Dashboard for Axe in Canada; MPG for Cepita, Argentina; Agencia Click for Fiat, Brazil; and Clemenger BBDO for Land Transport, New Zealand.

The basis for selection and entry into the shortlist was all entries that had featured in the last four issues of the Cream, a quarterly magazine devoted exclusively to innovation and creativity in media. From among 145 entries, an eminent jury arrived at a shortlist of 34. This shortlist was presented at the gala dinner and from the shortlisted 34, five were chosen to be awarded.

Sam Balsara, Chairman and Managing Director, Madison World, said, “While I knew that the Cadbury work had been shortlist and ranked among the 34 reported for innovation and creativity from around the world, I could not believe my ears when I heard that we had made it to the top five and had won the award, which appropriately was a piece of well-crafted Murano glass. I am grateful to Reliance Telecom for providing us their unique platform, and to our client Cadbury for pushing us to higher the bar for innovation and creativity in media. With 165 million mobile users expected to go up to 500 million by 2010, mobile is going to play a very important role in a media person’s life.”

Last year, Madison Media became the first media agency from India to win two awards at Cannes. One of the entries was a Cadbury entry, which was awarded at the Venice Award. At GoaFest 2007, Madison Media won three awards.

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, 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, outdoor, PR, rural, retail and entertainment.

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