Kumar Siddharath joins Madison Media to lead MATES

Madison Media has just announced that the Agency has appointed Kumar Siddharath to lead its entertainment unit, MATES. Mates now will be integrated within Madison Media and will focus on brand solutions including in-film associations, celebrity associations, and other ancillary services related to entertainment, contentand branding. Siddharath will report to Vikram Sakhuja. Former Founder & CEO of MATES, Sooraj Bhalla has decided to pursue other interests.  

With over 14 years of experience, Siddharath joins Madison Media with a multi-faceted understanding of Content Marketing, Partnership & Strategic Alliances with a sharp focus on Client Servicing and Business Development. He has worked with companies like Endemol, UTV, Viacom 18, Reliance Broadcast Network, Optimystix Entertainment, and other productions houses where he has produced big shows including Roadies and created AFPs for brands like HUL, Hero, Idea and Woodland amongst other brands. Apart from production houses, his exposure ranges from sectors like Broadcast (TV + Radio), to Films, to OTT, to Print and Events. He was also Director Brand Solutions at Omnicom Media Group. Prior to joining Madison, he set up his own eSport and gaming company Oreka eSports. With a creative first and brand solution driven approach to all product requirements, he is able to bring a fresh perspective on the how, where and when aspects of acquiring and retaining new audiences for brands.  He has also worked on brands like Daimler, Ford, HP Laptop and Hike over the years. 

Says Mr. Vikram Sakhuja, Partner & Group CEO, Madison Media & OOH, “I am excited to have Siddharath join our team and provide our clients’ brands content solutions and further strengthen our Madison Media offering, all under one roof.”

Says Kumar Siddharath on joining Mates, “I am excited to join Madison and look forward to creating a lot of interesting brand solutions that help our premium roster of clients create magic and meet their business goals.”

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.  Some other Agency accolades include Best Digital & Social Media agency of the Year at IDMA 2020, Media Agency of the Year at Prime Time Awards 2020 and 2021. Agency of the Year at Digies Digital Awards 2019 and Mobile Media Agency of the Year at IDMA 2019. In addition, the Agency has won over 250 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 Media is 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.