Madison forays into in-film advertising
By Our Corporate Bureau | 23 Sep 2004
After Leo Burnett yet another media company, Madison Communications, is moving into the growing area of in film advertising and marketing of films and music.
Madison
has launched its operations with ythe acquisition of
TeamWorks fp&e (film promotion & events). The
new company, to be called Madison Teamworks fp&e
(Mates), has been incorporated with an authorised share
capital of Rs1 crore.
TeamWorks, promoted by Darshana Goradia and Sooraj Bhalla,
has over Rs3 crore worth of business in hand with clients
like LML, Frito-Lay, Reebok and Castrol.
The
company is also working on films such as AB Corp's Virudh
and Creative Eye's Aabra-ka-Daabra.
According
to a press release, TeamWorks has been involved in blockbusters
like Main Hoon Na and Kyun Ho Gaya Na.
The company managed to get Shah Rukh Khan to wear Levis
jeans with Reebok shoes and have a cup of coffee at
Café Coffee Day and a pizza at Pizza Hut in Main
Hoon Na. In Kyun Ho Gaya Na it got Vivek
Oberoi to wear an overall with the logos of Mitsubishi
Lancer, Castrol, Ceat and Coffee Day.
Sam
Balsara, chairman & MD, Madison Communications says,
"The high cost of conventional media accompanied
by the growing clutter has made in-film advertising
an exciting and viable opportunity. On the other hand
producers who are also constantly under pressure of
making more lavish productions and then finding ways
and means of meeting such expenditure are now more open
to commercial exploitation of their properties."
Mates will be Madison's seventh specialised unit with Goradia as the CEO and Bhalla as director-content. Madison’s other six units include specialised creative, media, outdoor, rural, PR and retail units.
