Moves and wins roundup: Week of 12 May

Madison Media Alpha wins Zouk’s media mandate

Madison Media Alpha has been appointed as the media agency of record (AOR) for lifestyle brand Zouk, following a multi-agency pitch. The agency, part of Madison World, will manage Zouk’s traditional and digital media responsibilities. The appointment aligns with the launch of Zouk’s new brand campaign across platforms such as the Indian Premier League (IPL), Connected TV (CTV), Google, and Meta. Under the terms of the deal, Madison Media Alpha will strive to broaden Zouk’s reach among younger, design-conscious consumers. Founded in 2016, Zouk is a Mumbai-based direct-to-consumer brand offering vegan bags and accessories. The company operates in the $17 billion online fashion and lifestyle market through its website, app, and e-commerce platforms including Amazon, Flipkart, Myntra, and Nykaa, along with quick-commerce services such as Blinkit and Zepto. With over 15 lakh customers across India and abroad, Zouk is backed by Titan Capital and the founders of Beardo and Mamaearth. The business is seed-funded and profitable.

EndemolShine India partners with Mediascope

EndemolShine India, part of Banijay Entertainment, has entered the branded entertainment sector in partnership with Mediascope to focus on advertiser-funded programming (AFP) and brand integration. The move marks a strategic business expansion for the content production company, which is part of Banijay Entertainment. The collaboration will develop content formats where brand narratives are integrated into storytelling across various media platforms. This initiative is aligned with Banijay Entertainment’s global expansion in branded entertainment, supported by its dedicated division, Banijay Branded Entertainment (BBE). EndemolShine India aims to create original intellectual properties and premium content co-developed with brands. Mediascope brings four decades of experience in content-driven brand solutions and will support the initiative through its expertise in brand partnerships and media strategy. EndemolShine India has produced over 800 hours of scripted and non-scripted content, including shows such as Bigg Boss, Khatron Ke Khiladi, and MasterChef India. The company is active across both broadcast and streaming platforms. Mediascope offers customised content and media solutions spanning digital, print, and experiential platforms.

Primex retains PR mandate for CLEAR Premium Water

Primex Media Services has retained the public relations mandate for CLEAR Premium Water for the third consecutive time. The Surat-based agency will continue to manage media relations, content development, press conferences, media monitoring, and crisis communication for the packaged water brand. The renewed mandate underscores the growing importance of consistent and strategic PR in shaping brand reputation. CLEAR Premium Water, a player in the bottled water segment, serves over 1,600 clients in the hospitality and airline sectors and has a retail presence across more than 175,000 outlets nationwide. Primex has supported CLEAR Premium Water’s brand positioning and communication strategies in previous terms.