Madison PR, the specialist image management agency of Madison has added two more clients in its kitty this month. The PR arm of Madison will handle PR campaigns for Little Italy and Mills & Boon India. Little Italy, synonymous with World Class Italian Cuisine and positioned as ‘Ristorante & Bar’ has its presence expanded through 27 chains across India and Dubai. Mills & Boon India, on the other hand with 50 million readers worldwide is set to mark its presence in India cashing on the Indian readers.

Madison PR has worked with brands like P&G, Café Coffee Day, Godrej and Britannia to name a few. Veena Gidwani, CEO, Madison Public Relations, spoke more about the accounts, “Both Little Italy and Mills & Boons are iconic brands, much loved by their niche consumers. We are really excited to work with these popular brands and are looking forward to creating innovative and impactful PR campaigns for them.”

Purandar Chaudhari, CEO, Little Italy, added, “I find Madison PR to be extremely competent and professional in their approach. They add significant value to the overall brand building process of the organization. We look forward to a long, mutually beneficial relationship with Madison.”

Mills & Boon India has plans to publish 14 new titles every month, focussing on four series: modern, romance, desire and special moments.

Considering the brand identity and brand following of both the brands, it would be interesting to see Madison PR’s upcoming campaigns.

Stay Tuned to BMMBox as we write about their upcoming campaigns as well

Godrej Appliances, one of the largest manufacturers of Home Appliances in India has decided to focus on multi-brand outlets (MBOs), turning away from its usual exclusive brand outlets. The move will witness the presence of Videocon products in third party outlets such as Croma and south India-based retail chain Viveks.

George Menezes, COO-appliance division, Godrej & Boyce Manufacturing, added, “Consumers don’t want to go to a captive, single-br¬and store any more as they want choice across brands. That’s why EBOs don’t have the kind of sales as those sh¬own by MBOs. Unlike some of our large competitors who are focused on opening mo¬re EBOs, we have developed a three-fold strategy — increasing reach, increasing penetration and increasing extraction.”

Godrej Appliances i.e. air-conditioners, washing machines, refrigerators and microwaves will all be seen across multi-brand outlets. The decision reflects Godrej’s understanding of how today’s consumer looks for choice and opts for the best deal only after comparing price and features across various brands.

Menezes added, “We are focusing on te¬chnologies, innovation and pr¬oduct development that’s re-levant to Indian consum¬ers to counter the huge sc¬ale, design prowess and deep pockets of some of our competitors.”

The Godrej Lifespace sh¬owrooms, which earlier featured Godrej appliances will be converted into exclusive outlets for its furniture business.