Our

Group
We are a part of
We are aWORLD
part of
MADISON
MADISON WORLD
Madison World is a 25 - year - old
diversified communication group,
with 26 units across 9 specialized
functions of Advertising, Media,
Business Analytics, Out-Of-Home, PR,
Rural, Retail, Entertainment, Mobile
and Sports; employing over 1,000
communication professional across
cities in India, Sri Lanka and Thailand.
The gross billing of Madison World is
around Rs. 30 billion.

About
Us
Established in 1986 as
Established
in 1986 &as
Full
Service Agency
Full Service
acquired
by Agency
Madison&
acquired by Madison
Communications
in
Communications
in
1998
1998

We are the pioneers of

We are
the pioneers
rural
marketing
& theof
rural marketing
the
founding
member& of
founding
the
rural member
marketingof
the
ruralof India
marketing
association
association of India

Branch offices in Mumbai,

Branch
offices inChennai,
Mumbai,
Delhi
, Bangalore,
Delhi , Bangalore, Chennai,
Kolkatta
Kolkatta

Key
Strengths

Rural, BoP & Small Town Consumer Insights

Ability to conceptualize, design and deliver

communication plans Pan India

Team members with experience in

communication, media, distribution,
activations

Ability to integrate new media platform and

traditional media

Hands on knowledge about various rural

channels and NGO integration

Scope of
services

Research & Strategy

Creative Development

Conceptualizing Brand Promotion

campaigns

Designing Demand Generation

campaigns

Increasing Direct Distribution

Developing Non Traditional

Distribution Channels

Key
Functions

Client Servicing

Strategy & Planning

Creative & Content Design

Operations

Alternate Channels & Partnerships

 FMCG
Personal care, oral care, food

Top
Categories

Agriculture
Agri inputs, Farm Machinery

Automobile
Tyres, Passenger cars, commercial
vehicles, Lubricants

BFSI
Others

Footprints

HQ Mumbai

Branch Offices Mumbai,

Delhi, Bangalore, Chennai

Operation Hubs
o

South Chennai, Madurai,

Hyderabad, Bangalore

West Mumbai,
Aurangabad, Bhopal

North Delhi, Jaipur,

Lucknow

East Kolkata, Patna

Clientele

Tools used for Strategy & Planning

Our complete planning and strategizing is based on
multiple sources. Key amongst them are :
TGI INDIA It is a single source marketing,
communication and planning tool. It covers more
than more than:
200 categories
3000 brands
15 radio stations
125 television channels
250 press titles
100 lifestyle statements
IRS India - IRS (Indian Readership Survey) is
thelargest continuous studyof the world with a
sample size of more than 250,000 households
across India. IRS covers information onover 100
product categories.
Government of India reports Statistics
from numerous GOI sources are integrated like
Census of India, NSSO etc

Case
Experience across various industry categories
Studies

Colgate
Background

Triggering brand conversion

Oral B eating into market share of Colgate in rural areas of

UP
Objective

Trigger brand conversion to Colgate

Solution Implemented A blend of communication program & discounted

sales via brush exchange offer
Involvement and Excitement was created with the help of a Skit based
on the life of a character called Mukh-khol Pandey
Ensured with the help of attractive prizes for people who have
exchanged their brushes.

Trade Mapping

Colgate

Objective : Adding new counters and ensuring

higher per counter off take. Also, push specific
variants/SKUs in specific markets.
Markets:
AP (First Phase): 2(TP) & 1 (TB)
Karnataka: 1(TP) & 2 (TB)
AP (Second Phase): 2(TP) & 1 (TB)
Chhattisgarh : 1 (TP)
Scale :

Duratio
n
District
Coverage
(Months
s
)
AP (Phase
2
10
I)
Karnataka
2
4
AP (Phase
4
5
II)
Chattisghar
1
9
h

POP
Strata

Villages

Outlets
Covered

5k-20k

2000+

11000+

5k-20k

945

4000

<5k

6000 +

25000

3k-5k

676

3400

Perfetti Van
Melle

School Contact Programme

Background - Alpenliebie Juzt Jelly to be introduced

and

Alpenliebie

Creamfills reminder
Objective Connect and Excite kids to generate high TOMA and sampling
Solution Implemented Reached out to 500 schools in West Bengal and Bihar
with the concept of Masti Ki Paathshaala which intercepted kids and
school teachers and

promoted fun based leanings.

Gopal Corp Ltd.

Tat-O

School Contact Programme

Background Tat-O awareness about new promotional plan Tat-O Khao,

chalo

Sentosa Singapre thru which kids can win different

gratification by collecting Tat-O letters from the pack.

Objective Introduce promo plan, generate participation and sampling
Solution Implemented Reached to schools as well as Mohallas where
intercepted with kids and

made them aware for the ongoing promo plan.

TTK

Riding upon govt. Infrastructure

Woodward
gripe water
Challenge :
Influence behavior in adopting the product for
regular
consumption as against seasonal / need based
Objective:
Increase consumption by generating demand/need
& promote the product as a preventive measure
rather than curative. Amongst young mothers and
also increase availability of the brand by influencing
the Chemists.
Intervention:
1. Ride on existing rural health infrastructure &
resources PHC ASHA & Anganwadi workers
2. Womens group meet to educate on best health
practices and interweave the brand in the
communication.
3. Sampling, engagement & gratification to mothers

Ceat Tyres

Tyres

Ceat
Supercross

Tyres

Objective: Highlight Superior Grip of Ceat tyres vis--vis competition

Approach: Make brand experience memorable through integration of

technology through oculus tool

Intervention: TG given an opportunity to become a virtual rider through

Oculus and get a selfie clicked with pit girls

Ceat Roadies

Tyres

Objective: Highlight Superior Grip of CEAT tyres vis--vis competition

Approach: Make brand experience memorable through integration of

technology through oculus tool

Intervention: CEAT zone at audition locations and providing TG with an

opportunity to be a virtual biker

Markets: Pune, Delhi, Kolkata and Chandigarh

M&M

Consumer
& Trade

Automobile

Skoda

Automobile

Objective: Awareness about New Schemes & lead Generation @ Non

Dealership Towns
Campaign Concept: Identify pockets with high concentration of SEC B+, A
crowd, touch and feel experience to TG, communicating limited offer,
generating inquiries and leads

Shell - MLM

Lubricant

Objective
Increase the participation rate of mechanics in the Shell
Samriddhi
(Mechanic loyalty program)
Consumer Insight
Mechanics were not comfortable in using mobile
phones to punch
in SMS or in calling up the IVRS to punch the code
Intervention offered - One-on-One interaction with the mechanics for
Educating the merits of the program to break the inertia if any
Training them to use mobile phones to punch in codes using dummy
codes

Activation Model Promoter on a bike

Scale
Parallel roll out across 20 cities to touch base 25000 mechanics

Creative Renditions
for Communication
Idea

Creative Renditions

Usage of
Technology

Technology
We firmly believe that technology is necessary for increasing efficiency,
effectiveness & control of campaign . We know the POSSIBILITIES &

LIMITATIONS

of technology

Currently we have
A. GPS Based monitoring structure
Track campaigns in real time, track process compliance & deviation tracking.

B. Reduce Pilferage for sampling process

SMS based authentication (Ability to establish uniqueness of each individuals sampled to)

C. Creation of Demo Models

Build up of Demo models to bring across the product benefits & its features

D. Optimization of Creative's
Internal tool viewpoint for ensuring key message in the creative's are
highlighted

Dashboard

GPS based
Monitoring

Photos

Team Name

Date and Time

GPS Location

Other Case
studies

John Deere

Agri

Objective: Create awareness & preference amongst the farmers also reassure
& establish brand superiority thru a demo & generate leads

Approach - Make brand experience memorable thru informative, Interactive &

entertaining activity

Intervention : Development and Deployment of Krishi Sabha an Hub &

spoke model of activity deployment. A small event format with Group
meetings in the village premises. One to one engagement with curious
farmers & test drives

Monsanto

Background : This is seed technology which

provides farmer certain benefits and the seed
manufacturers buy this technology from MMB
Challenge : Though almost 90% of cotton
farmers have adopted Bollgard II technology,
they do not recall the name correctly
Objective: Create recall about Bollgard II
amongst cotton farmers
Campaign Concept: Aaapki Taraki Ki Chabi
Interactive session with farmers to clear doubts
about the technology and giving in-depth
information on the technology and also on
cotton farming.

Markets : Tamil Nadu Karnataka, AP, Bihar

Agri

Monsanto

Background : Establish Dr. Dekalb Farm Care

as the one stop solution for all corn related
queries amongst farmers.
Challenge : Adoption rate of the service was
low amongst farmers as they considered
themselves to be self sufficient
Objective: Increase adoption rate of the
service amongst farmers
Campaign Concept: FASAL DOCTOR
Aap apne parivar ke sehat ka khayal rakhne ke
liye Doctor ke paas jaate ho, janwaro ke swasth
ke liye Veterinary doctor ke pass jaate ho, par
phasal ke khayal ke liye kiske paas jaate ho...
Pesh hai Phasal doctor... kyounki sawal enek,
upay ek

Markets : BIHAR

Agri

JK Lakshmi
Cement

Construction

Objective: Increase the market share of JK Lakshmi cement by creating new

dealer points.
Approach One-on-one interaction with prospects basis detailed prospect
profiling criteria.
Campaign Concept: Identify prospects in target towns & villages &
communicate the lucrative opportunity of becoming a JKLC dealer. Educated
about JKLC legacy & broader dealer benefits. Hot prospects contact points was
immediately transferred to JKLC local sales staff for follow up and closure

Pidilite
Objective: Generate demand for AMS (Art
Material and Stationery) category products at
schools which are the largest touch point for
both promotion and consumption
Challenge:

Create a low cost sustainable model

which is scalable
Intervention : Looped in local stationary shop
owners to conduct. Drawing Competition for
students using the Rangeela water colours.
Activity adds to his publicity amongst kids and
also helps him gain additional income.
Markets: Maharashtra and Gujarat.

School Activation

Bajaj Allianz
Insurance

Financial

Objective: Educate TG on the importance of Life Insurance and get buy-in for
Bajaj Allianz life insurance products.
Approach: Break away from the boring teaching mode to a fun-filled method of
Consumer engagement through infotainment & games.
Activities Deployed: Jingle & Nukkad natak, Interactive games, quiz.
Comparison charts etc

BBC World
Service Trust

Social

Background - Project Shaping Demands & Practices for women in last

trimister of pregnancy and mothers having kids below 2 Years. TG to adopt
certain behaviors like breast feeding, birth spacing etc
Objective: Generate awareness about Kirkee Mehendiwali radio show
Campaign Concept:
Customized mehndi stamps used to impress the shows name and theme on
womens palm right at their doorsteps via a village activation model.

Asian Paints
Background : Asian paints launched a low cost paint variant called UTSAV
for rural populace

Objective: Generate demand

paints.

during pre- Diwali

season for the UTSAV

Consumer Insight : TG use local paints and which does not give much
shine and they need to re paints in next 4 to 5 months

Intervention : Deployment of a Haat & Village campaign Chamakh aap ki

jeb me for UTSAV Paints and communicate product USP of cost effective
paints which ensure shiny doors and windows till next Diwali.

Markets : Bihar, Jharkhand, MP, Orissa

Lets Discuss