Madison BMB bags integrated duties of Asian Paints

The agency will handle the advertising, strategy, and creative for all brands under the Bath Business vertical of Asian Paints

Madison BMB, the advertising unit of Madison World, has won the Asian Paints’ Bath Business account. As part of the win, the agency will work on the advertising, strategy, and creative for all brands that fall under the Bath Business vertical of Asian Paints.

Commenting on the account win, Prabha Prabhu, chief executive officer, Madison BMB, says, “Asian Paints gave us a project on EssEss, (Bath Fittings and Accessories), a brand that Asian Paints had bought over. 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 basis. I am proud to be associated with a prestigious company like Asian paints and it is stimulating to work with its capable brand teams. After the walls, we will now help Asian Paints own the bath space.”

Raj Nair, chief creative officer, Madison BMB, adds, “It’s great to work with the leadership and brand team of the 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 are making sure that ideation with regard to strategy and creative is truly insightful followed by pitch perfect execution.”

Manish Choksi, president, Home Improvement, International Business and IT, Asian Paints, says, “We are happy to have Madison BMB work on our Bath Business portfolio. In the short duration that the agency has worked with us, it has successfully created ideas and campaigns that have brought saliency for our bath brands. The conceptualisation and execution of ideas have been done quite well.”

Madison BMB is the advertising unit of Madison World, a diversified communications Group with 26 units across 11 specialised functions ranging from advertising, media, business analytics, out-of-home, events, activations, and retail, to PR, entertainment, mobile, and sports. It claims to employ over 1,000 communications professionals across cities in India, Sri Lanka, and Thailand.