With an acronym that spells MAD, Mahesh Advertising and Designing is just the kind of group to be in advertising that is, well, mad enough to cut through the clutter, shine in the creative and make its mark. Conceptualised by brothers Manish and Piyush Thakker in 1996, the agency has built itself slowly but surely into a rock solid business from its base in the eastern suburbs of Mumbai.
The MAD story was rather conventional: it started out small, with relatively young clients. Its first client was a small player in the Mumbai realty sector. In fact, over the years, the agency has used this category of relatively small or new clients to its advantage, turning its capacity to provide value and innovative solutions to these clients into one of its core strengths.
“For us at MAD, its is important that we give our clients a strong presence. Give them the best business, and make sure that every rupee spent by them counts,” said Director, MAD, Manish Thakker. So in order to provide the best value for money for their clients, as well as stay ahead of the competition, MAD decided to innovate. They came out with simple solutions – offer media packages to their clients at subsidised rates. So began the initiatives. “We begun the ‘MAD Shop-o-shop’, where we took yearly contracts with publications at discounted rates. We then passed on those discounted rates to our clients in the retail market in Thane,” said Director, MAD, Piyush Thakker. This initiative was highly successful, and it prompted the folks at MAD to introduce similar concepts for its realty and education clients, which were called ‘Prop-o-prop’ and ‘Class-o-class’.
MAD also has other divisions like ‘Carnival’, which caters to medium sized clients and ‘One White Hair’, its in-house creative agency. Most of MAD’s clients are from the suburbs of Thane, Mulund and Chembur.
Their main business comes from the retail, realty and educational sector though they have done a fair amount of work for clients across other sectors, too. The agency has some long standing clients like Mahesh Tutorials, which has been with it for the last nine years, Maharashtra Chamber of Housing Industry (MCHI) for the last five years, Rajesh Builders for the last four years and Blue Star Elevators Pvt. Ltd. for seven years. Some of its other clients include South Africa Tourism, Malaysia Airlines, China Airlines, Lilliput Kids, Acer, Hiranandani, Manoranjan, Akesha, The Resort, Mehta Group etc. The agency provides services in Print, OOH, TV, Radio, Digital, Mobile and Exhibitions, among others. Some 65 per cent of its business comes from print.
Over the years, the agency grew from primarily dealing in ad releases to now providing branding solutions. With innovation in its DNA, MAD’s future goal is to explore that quality even further. Manish Thakker adds: “We have been witnessing a 100 per cent growth in the last four to five years. As of today, we are a Rs.40 crore business. Our goal is to take the business to Rs.100 crores by 2015.”