ePayLater assigns Creative and Media Duties to Madison


ePayLater, a buy now, pay later payments platform for retailers has assigned its Creative and Media duties to Madison. Madison BMB will handle the Creative assignment and Madison Media Sigma will handle the entire media mandate including TV, Print, Radio, OOH, Digital and Cinema.

ePayLateris focused on improving lives of millions of aspiring traders and small business owners by offering them interest free financial credit. With this, traders/kirana shop owners are empowered to make business decisions which help them buy more, save more, and do more business. Now they can say yes to the things that make their business easier and more profitable.

Founded in 2015 by Aurko Bhattacharya, AkshatSaxena, Uday Somayajul, ePayLater has been on a mission to provide simple, transparent and innovative financial solution to its customers.The company since the last three years has been focusing on the small businessmen/ trader segment which is one of most important pillars of our growing economy.ePayLater has been like a close friend for these FMCG retailers helping them to expand their businesses and meeting their aspirations.

Says Mr. Akshat Saxena, Cofounder ePayLater,“We are happy to have Madison as a holistic agency on board as our creative and media partner. It’s an exciting phase of growth for ePayLaterand with Madison as our partner, we are confident about effectively reaching out to millions of retailers in the country who stand to benefit from this solution.”

Says Uday Somayajula, Cofounder, ePayLater,“Buy Now, Pay later category is relatively new to our country, especially in the B2B segment and taking it to the diverse audience and geographies of our country is always going to be challenging. During our initial interaction with Madison, we saw a lot of synergies & especially a passion to work on our brand ‘ePayLater’. With them on board with us, we are sure to educate and reach a wider audience in the most optimized way.”

Says Vanita Keswani, CEO, Madison Media Sigma,“We are truly excited to be partnering with ePayLater, expand its reach and strengthen it as a game changer Fintech brand, in today’s fast paced digitized environment.”

Says Raj Nair, CEO & Chief Creative Officer, Madison BMB,“The fintech space in India is constantly innovating and developing and launching new products in the category. While there are many players, the leadership team at ePayLaterare very upbeat about their prospects by virtue of what they bring to the table to smaller retailers and helping them spread their wings and fueling their growth story. Their partnerships with B2B majors like Metro Cash&Carry, Walmart, BigBasket and large FMCG brands help hugely towards this end. We are looking forward to help ePayLater succeed across the country.”

Madison Media, India’s largest homegrown media agency that started media operations in 1995, was ranked by Recma, amongst the Top 5 Global Independent Agencies of the World in 2019. Comvergence attributed 211Mn$ of new business wins to Madison Media, double that of the next Agency in its Business Barometer Report for 2020. Similarly, Recma gave Madison Media the top score of A+ in its Comp Pitches Report for 2020. The Agency is also ranked the 2nd most powerful media agency by The Economic Times, Brand Equity Ad Agency Reckoner, 2019.  In addition, the Agency has won over 300 awards since 2019. Madison Media 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, gaana.com, and many others.

Madison BMB is a full-service advertising unit and a powerhouse of strategic creativity. Some of its services include brand strategy and communication solutions across mainline and digital, amongst other services. It partners clients such as More Supermarkets, Asian Paints Bathrooms Division, Sleek Kitchens, MYn, Gardenia Cosmocare, Indian Oil, Crompton, Olivia Cosmetics, among others.

Madison BMB and Madison Media are a part of Madison World, India’s largest homegrown communication agency established in 1988. Madison World through its 11 Units served last year, as many as 500 Advertisers.


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