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Madison wins ePayLater and Gardenia’s Gatsby accounts

The creative duties will be handled by Madison BMB while Madison Media Sigma will handle the entire media mandate

Madison World has won the creative duties for Gardenia Cosmotrade’s Gatsby and creative and media duties for ePayLater. The creative duties will be handled by Madison BMB while Madison Media Sigma will handle the entire media mandate including TV, Print, Radio, OOH, Digital and Cinema.

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For Gatsby, Madison BMB will be responsible for defining the brand positioning for its entire range of products with the aim of creating a clear preference over the other brands in the men’s grooming space.

Gatsby, the brand owned by Mandom Corporation, Japan, is one of Gardenia's most valued brands within the portfolio.  Since its conception in 1927, the men's grooming brand has evolved with the times and is now looking at reinforcing and expanding its presence in India through its constantly evolving product range for young Indian males.  


Puneet Motiani, Designated Partner, Gardenia Cosmotrade, said, “India is a fast-evolving market when it comes to understanding the nuances of men’s grooming. Consumers are increasingly aware of the products available across segments like hair, face and body. While we’ve always been a trusted brand, we’ve noticed a host of new brands enter this space in recent times. We’re a global brand backed by deep knowledge of both the category and the consumer. Hence, we needed an able creative partner like Madison BMB who can help us position our existing range of products to create a clear preference in the minds of the audience.”

Raj Nair, CEO and Chief Creative Officer, Madison BMB, commented, “The audience that Gatsby wants to connect with are early adopters with a plethora of choices when it comes to men’s grooming. Gatsby has a range of products that allow the youth brigade to experiment and discover. The task for us has been to develop a brand world that not only communicates the benefits of the range of products but also builds a relatable and endearing attitude that the audience can easily connect with, particularly in the digital space. It’s a task that’s as exciting as it is challenging, and we look forward to creating memorable and effective communication for Gatsby.”


ePayLater is focused on improving lives of millions of aspiring traders and small business owners by offering them interest free financial credit. With this, traders/kirana shop owners are empowered to make business decisions which help them buy more, save more, and do more business. Now they can say yes to the things that make their business easier and more profitable.

Founded in 2015 by Aurko Bhattacharya, Akshat Saxena, Uday Somayajul, ePayLater has been on a mission to provide simple, transparent and innovative financial solution to its customers. The company for the last three years has been focusing on the small businessmen/ trader segment which is one of most important pillars of our growing economy. ePayLater has been like a close friend for these FMCG retailers helping them to expand their businesses and meeting their aspirations.

Saxena said, “We are happy to have Madison as a holistic agency on board as our creative and media partner. It’s an exciting phase of growth for ePayLater and with Madison as our partner, we are confident about effectively reaching out to millions of retailers in the country who stand to benefit from this solution.”

Somayajula said, “Buy Now, Pay later category is relatively new to our country, especially in the B2B segment and taking it to the diverse audience and geographies of our country is always going to be challenging. During our initial interaction with Madison, we saw a lot of synergies & especially a passion to work on our brand ‘ePayLater’. With them on board with us, we are sure to educate and reach a wider audience in the most optimized way.”

Vanita Keswani, CEO, Madison Media Sigma, said, “We are truly excited to be partnering with ePayLater, expand its reach and strengthen it as a game changer Fintech brand, in today’s fast paced digitized environment.”

Raj Nair, CEO & Chief Creative Officer, Madison BMB, said, “The fintech space in India is constantly innovating and developing and launching new products in the category. While there are many players, the leadership team at ePayLater are very upbeat about their prospects by virtue of what they bring to the table to smaller retailers and helping them spread their wings and fueling their growth story. Their partnerships with B2B majors like Metro Cash & Carry, Walmart, BigBasket and large FMCG brands help hugely towards this end. We are looking forward to help ePayLater succeed across the country.”


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