Thursday, October 17, 2013

The MAD story- Local Media

This post is regarding the journey of MAD Mahesh Advertising and Designing agency for print ads and all. 
The story was quite usual: It started with small relatively young clients. Its first client was a small player in the Mumbai realty sector. In fact, over the years, the MAD agency has used this sort of small or new clients to its benefits, turning its ability to provide value and innovative solutions to these clients into one of its core strengths. “For us at MAD, it is important that we give our clients a strong presence. Give them the best business, and make sure that every rupee spent by them counts,” said Director, MAD, Manish Thakker. So in order to provide the best value for money for their clients, as well as stay ahead of the competition, MAD decided to innovate. They came out with simple solutions – offer media packages to their clients at subsidised rates. So began the initiatives. “We had begun the ‘MAD Shop-o-shop’, where we took yearly contracts with publications at discounted rates. We then passed on those discounted rates to our clients in the retail market in Thane,” said Director, MAD, Piyush Thakker. This proposal was highly successful, and it provoked the folks at MAD to introduce similar concepts for its realty and education clients, which were called ‘Prop-o-prop’ and ‘Class-o-class’. The advantage was that our small clients, before these packages arrived, used to advertise just in Thane, but they now advertise across Mumbai, says Piyush Thakker. MAD also has other divisions like ‘Carnival’, which caters to medium sized clients and ‘One White Hair’, its in-house creative agency. Most of MAD’s clients are from the suburbs of Thane, Mulund and Chembur. Their main business comes from the retail, realty and educational sector though they have done a fair amount of work for clients across other sectors, too. The agency provides services in Print, OOH, TV, Radio, Digital, Mobile and Exhibitions, among others. Some 65 per cent of its business comes from print. Over the years, the agency grew from primarily dealing in ad releases to now providing branding solutions. With innovation in its DNA, MAD’s future goal is to explore that quality even further. Manish Thakker adds: “We have been witnessing a 100 per cent growth in the last four to five years. As of today, we are a Rs.40 crore business. Our goal is to take the business to Rs.100 crores by 2015.” 
All The Best MAD.

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