Balsara believes that with the rising media cost and inflation the challenge for any brand is how to maintain profitability and that is exactly what Madison tries to offer its clients.

Talking about the foray of Moms in sports marketing earlier this year with the much hyped India-Pakistan cricket series, Balsara says, "I think Moms fared well during the Indo-Pak cricket matches. This was despite all the odds. As you know we were operating in unfamiliar territory, that is, Pakistan. Also we had a huge handicap which was that we could only sell the billboards to those advertisers - either Pakistani or international - who had a presence in Pakistan. We pulled it off and we were 100 per cent sold out by the time the matches begun."

That said and done, Moms is all geared up yet again with their second sports venture that is the Asia Cup, which started yesterday (16 July) and is being played between India, Pakistan, Sri Lanka, Bangladesh, UAE and Hong Kong in Sri Lanka. Says Balsara, "Whilst the perimeter boards were sold bundled with the television rights, all the other signage at the pavilion level have again been won by us and they have virtually been sold out."

To say the least, there is a lot more cooking at Madison Communications. Balsara promises, "There are some more new and interesting units that have been planned which we will unveil over the next few years."

So watch out…