Britannia appoints Madison for media

The account is estimated at Rs 75 crores (US$15.8 million) and was awarded following a two-stage pitch process which saw Maxus, Mudra Max, OMD and Madison in the final shortlist.

The pitch was led by Punitha Arumugam, group CEO of Madison Media, and the account will be handled by Madison Media Infinity-II out of Bangalore.

Sam Balsara, chairman and MD, Madison World, described Britannia as “a marquee name in India’s corporate world”. He added: “Britannia’s decision confirms that we have on the ground what it takes to be the media agency of choice of large advertisers.”