Madison Media has been retained by Airtel as its media AOR. The telecom major has been with the media agency for the last five years, and has now extended its mandate to include outdoor and digital.
Commenting on the news, Airtel’s Mohit Beotra said, “As part of the review we scanned the entire market and evaluated agencies on their infrastructure, current level of expertise and capabilities, past track record and came to the conclusion that Madison, the incumbent agency had what it takes to best meet our requirements and help us face the challenges that lie ahead of us. We also evaluated other units of Madison World and have decided to place our Outdoor and Digital business too with Madison Media.”
Madison World has said that it will be setting up a dedicated Outdoor team within Madison Media to handle the Airtel Outdoor account. Previously Airtel’s Outdoor account was with Portland, a unit of Group M.
Sam Balsara, chairman and MD, Madison World, said on the development, “We are absolutely delighted that those of our clients who for process reasons or whatever find the need to occasionally scan the market, invariably choose Madison after being reassured that Madison offers an unbeatable combination of infrastructure, skill sets and technical expertise bound together by a much admired value system. Airtel is a unique Company that has demonstrated that Indian Companies can also achieve scale and profitability on the back of innovation, professionalism and determination and it is a privilege for us to have Airtel as our client.”
Madison Media handles the Airtel account in Srilanka too.