Mumbai: Media agency Madison World has bagged the entire account of Levi Strauss & Company,including celebrity & entertainment, for all its brands, Levi’s, Dockers and Levi’s Signature.

Levi recently appointed Bollywood actor Akshay Kumar as its brand ambassador for a period of one year. Apart from handling the brand’s media, PR, outdoor, BTL activities, Madison will also be handling Levi’s celebrity and entertainment portfolio. This is the first time that Madison World is offering a client an integrated service backed by its specialist units.

Madison World chairman Sam Balsara said, "We are delighted that yet another global brand has chosen Madison. This is the first time that we are offering an integrated service to a Client. The attempt is to offer to Levi’s the best of both worlds, Integration and Specialization. I am sure we will face some challenges, but we are confident that we will overcome them and this will help start a new chapter in the short history of Madison."

Levi Strauss (India) managing director Shumone Jaya Chatterjee added, “We have been marketing to youth and young adults in India for the last 14 years and have reached a stage where our brands are well distributed and strongly positioned as category leaders. The challenge now is to expand the size of each of our segments through reaching our target consumers effectively, consistently and inspiring them with compelling messages. We believe that Madison, with their well-integrated services and their almost-proprietary passion will be a strong and strategic partner to have in building new communication and media paradigms appropriate for youth in the 21st century in India."