E-City appoints Madison Communications as buying AOR

MUMBAI: The Essel group owned E-City Entertainment (I) has announced the appointment of Madison Communications as the Agency of Record (AOR) for the media buying account for "Fun Republic", the soon to be inaugurated integrated entertainment centre at Mumbai. Madison, which currently handles media buying for Playwin and ZEE, will handle all media buying for Fun Republic initially.


Fun Republic - Mumbai is the second in a chain of nationwide integrated entertainment centers being set up by E-City. Situated near the Lokhandwala Complex at Andheri West in Mumbai, Fun Republic has four cinema screens with a total seating capacity of 1300 patrons. The centre also has over 16,000 square feet of shopping, a food court and a games area.

A press release quotes E-City CEO Atul Goel as saying: "We are delighted to join hands with Madison and we look forward to benefiting from their unique experience in media. The entertainment industry presents some unique and exciting challenges and opportunities in terms of media buying. Typically our marketing and promotional efforts are focused around four entertainment mix and it is imperative that we explore and venture beyond traditional media to ensure a 'connect' with target consumers. Scientific and well thought out media planning and buying processes significantly augment the reach of a company's marketing budget".

The release also quotes Madison Communications CMD Sam Balsara as adding: "We are happy that E-City chose Madison Media to make their Fun Republic entertainment centres, a household name. Promoting an entertainment property is an exciting business and we hope to generate and execute some clutter bursting ideas for Fun Republic."

"Marketing of entertainment properties has become increasingly sophisticated with consumers being bombarded with multiple messages across platforms. Our endeavour is to ensure that brand communications span the spectrum of media consumed by our target consumers in the most optimal way without being overtly intrusive," says E-City head - communications and corporate partnerships Prakash Mirpuri.

Mirpuri further elaborated that the company is exploring the possibility of entering into strategic alliances with key media partners and with a select bevy of brands to enhance the collective reach of the media spend with prime objective of adding value to each of the consumers. "To this end, we are offering media opportunities within our centers themselves and have identified a clutch of over two dozen synergistic categories of goods and services, with whom we can partner to share media costs and embark on joint activities," Mirpuri added.

E-city's first Fun Republic has been in operation in Ahmedabad since July 2001. The next Fun Republic will open in the coming weeks at Chandigarh. The other cities where Fun Republic will roll out are Bangalore, Hyderabad, New Delhi, Indore, Surat, Pune, Lucknow and one more center at Mumbai.

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories