Integrated win sees Madison Media take charge of Navi media strategy

Navi has handed its integrated media duties to Madison Media after a competitive pitch process. The Madison Media Navi Limited partnership will be led from the agency’s Bengaluru office and spans all key channels.

Madison Media, part of Madison World, has won the mandate for Navi Limited, earlier known as Navi Technologies. The account covers offline and digital media, out of home and activation, giving the agency responsibility for both brand building and performance led communication.

Founded in 2018, Navi is positioned as a tech driven financial services player with a mission to make financial products simple, affordable and accessible across India. The brief extends beyond buying and planning to cohesive storytelling across products and touchpoints.

Under the mandate, Madison Media will support the Navi App ecosystem, which brings together payments via Navi UPI, loans offered by Navi Finserv, health and motor insurance through Navi General Insurance, and investment options via Navi Mutual Fund. The focus will be on creating integrated narratives that can flex across digital screens and physical formats.

Commenting on the win, Dinesh Rathod of Madison Media Omega said the team is delighted to be entrusted with Navi’s media brief. He noted that the brand has been at the forefront of simplifying financial services in India and expressed confidence in delivering campaigns that amplify this vision while driving measurable outcomes.

For Madison Media, the account adds another fast growing financial brand to its portfolio and strengthens its presence in Bengaluru, a key hub for technology led financial services. The mix of offline, digital, out of home and activation work will demand a connected planning approach that can respond to both brand and product imperatives.

On the client side, Rajiv Naresh, managing director and chief executive of Navi Limited, said the company is pleased to partner with Madison Media as it continues to build its presence across the country. He pointed to the agency’s experience and integrated capabilities as reasons behind the choice, and highlighted the need for a consistent, scalable brand narrative across channels.

The mandate comes at a time when financial services brands are competing for attention in a crowded app driven market. For Navi, the task is to unify communication across payments, lending, insurance and investments while keeping the proposition of simplicity clear.

An integrated media partner gives the company a single view of its message across platforms, from television and digital video to outdoor and on ground activation. The success of the partnership will be reflected in how effectively it can link product utility with a broader brand story and convert awareness into sustained usage across the Navi ecosystem.

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