John Abraham has chosen MATES, the entertainment unit under Madison World to handle all his endorsements, appearances, licensing, television tie-ups and marketing representation for the next three years. The deal pegged at Rs 100 crore, makes it the highest value deal any bollywood actor has entered into with an agency.
Commenting on the association with Abraham, Sam Balsara, chairman, Madison World, said, “I am a great believer in exploiting the power of Bollywood in building brands. Given the buoyant economy and John’s brand image and personality, many brands can benefit from an association with him. John is uniquely placed in the film world and has done a good job of shaping his career until now. He has come a long way from the time when he was a media planner. I am sure MATES will be able to take him to the next level”
Prior to his association with MATES, Abraham has not had a company represent him for a while and was in charge of his work himself. On his association with MATES, the actor said, "I have great regard for Madison as a group and how it has consolidated its position slowly and steadily to become a dominant player which matches with my mindset. Also I was looking for a representation which had the potential to think long term rather than just brokering a few deals for me. I always wanted my work to be handled by a company which represents me in the true sense i.e. with complete clarity and transparency along with a vision.”
On the tie up, Darshana Bhalla, chief executive officer, MATES added, “Talent management and brand associations is a huge field and a lot remains to be achieved. We in India have not touched the tip of the iceberg, compared to Hollywood. We need to go beyond mere endorsements to handling and steering their entire careers. With John we are hoping to achieve this. John not only is a wonderful person to work with but also shares the same sense of vision that we do when it comes to talent management and we are extremely happy to have him on board”