The Hindu Business Line : Marico plumps for Madison to handle media

MARICO Industries, makers of Parachute and Saffola brands of oils, has chosen Madison Media to handle its media responsibilities, covering both planning and buying.

Madison came out triumphant in a four-way pitch, which also involved Maximise, Carat and the incumbent Mediacom, to bag the Rs 50-crore media account, said a press release from the agency.

On the reason for choosing Madison, Marico's Head of Marketing Mr Saugata Gupta said, "We saw a synergy of both culture and value systems in the two organisations."

Mr Sam Balsara, CMD, Madison Communications, of which Madison Media is an arm, said, "I am glad that the substantial investments that we have made over the last few years in building intellectual capital and infrastructure are beginning to pay off."

Coca-Cola, P&G, Godrej Consumer Products and Hyundai are some of the major clients of Madison Media.

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