Mumbai: Madison World’s unit, Madison Media Ultra, on Monday, has been appointed to handle the traditional and digital media mandate for the client, including TV, print, and digital for 88Guru.com as the media agency of record (AOR).

A Singapore-based, socially conscious organisation, 88tuition was founded with a mission to "empower every student to achieve full potential." 88tuition incorporated the world’s best pedagogy into a highly scalable, technology-driven product which aims to provide students with a high-quality learning experience. The company is now set to launch in India under the brand name 88guru.com.

Madison Media, India's largest homegrown media agency, which started media operations in 1995, handles media planning and buying for blue-chip clients like Godrej, Marico, Asian Paints, Titan, Blue Star, TVS, Raymond, CEAT, Pidilite, Bajaj Electricals, McDonald’s, Lodha, Shaadi.com and many others.

Speaking of the association with Madison, 88Guru director Vinod Gupta said, “We are excited to partner with the team at Madison as we attempt to transform the ed-tech industry. Madison’s expertise across the media spectrum, from traditional to new age, will be critical in our rollout. Lastly, the chemistry with the team has been excellent, and we enjoy working with them.”

Madison Media Ultra COO Jolene Fernandes Solanki added, “We are excited to partner with 88Guru, a Singapore-based edtech company. Education has radically changed its business model as a result of the pandemic. We, as a team, are confident and excited to launch 88Guru in India and are sure it will exceed industry growth with its digital-first and outcome-driven approach.”