Madison has won the creative and media mandate for ePayLater.
Madison BMB will handle the creative assignment, while Madison Media Sigma will handle the entire media mandate, including TV, print, radio, OOH, digital and cinema.
It will also expand the brand’s reach and strengthen its positioning in the fintech category.
Madison had pitched for the account. Its Mumbai office will handle the account.
Akshat Saxena, co-founder ePayLater, 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.”
Uday Somayajula, co-founder, ePayLater, added, “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 and 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 optimised 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 digitised environment.”
Raj Nair, CEO and chief creative officer, Madison BMB, added, “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 India, Walmart, BigBasket and large FMCG brands help hugely towards this end. We are looking
forward to helping ePayLater succeed across the country.”
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