Britannia has handed over its media duties to Madison Media after a fiercely fought, two-stage, multi-way pitch that saw participation from Madison Media, OMD, Mudra Max, Lodestar, MPG and the incumbent, Maxus. Maxus held the account for the last five years.
The account size is estimated to be Rs 75 crore. The pitch was led by Punitha Arumugam – group CEO, Madison Media. The account will be handled by Madison Media Infinity-II out of Bangalore.
“We are delighted to have the country’s largest biscuit major and a marquee name in India’s corporate world as our client,” said Sam Balsara, chairman and MD, Madison World. “Britannia’s decision once again confirms that we have on the ground what it takes to be the media agency of choice of large advertisers.”