Madison World bags Levi Strauss account

Madison World has been retained to handle apparel major Levi Strauss's media PR, outdoor, below the line (BTL) and celebrity/entertainment portfolio.

Levi's has appointed Madison for all its brands including Levi's, Dockers and Levi's Signature.  Levi Strauss markets its apparel products under the Levi's, Dockers and Levi Strauss Signature brands in over 110 countries across the world.

Shumone Jaya Chatterjee, managing director of Levi Strauss (India) Pvt. Ltd. says, ''We have been marketing to youth and young adults in India for the last 14 years and have reached a stage where our brands are well distributed and strongly positioned as category leaders. The challenge now is to expand the size of each of our segments through reaching our target consumers effectively, consistently and inspiring them with compelling messages. We believe that Madison, with their well-integrated services and their almost-proprietary passion will be a strong and strategic partner to have in building new communication and media paradigms appropriate for youth in the 21st century in India.''

MindShare was the incumbent on the business and had been handling it since 2003. The creative business in 2003 was awarded to JWT Bengaluru. Some of the most interesting and appreciated campaigns for the company's brands have been on the Levi's Slim Fit jeans, Diva Jeans (endorsed by Sushmita Sen) and the Levi's Low Rise denims.

Sam Balsara, chairperson, Madison World, says, "We are delighted that yet another global and highly regarded and pedigreed brand has chosen Madison. This is the first time that we are offering an integrated service to a client. The attempt is to offer to Levi's the best of both worlds – integration and specialisation. I am sure we will face some challenges, but we are confident that we will overcome them and this will help start a new chapter in the short history of Madison."

Founded over 160 years ago (1853) in San Fransisco (U.S.) by Levi Strauss, Levi Strauss & Co. is among the world's largest brand-name apparel marketers, employing over 10,000 persons worldwide.