Tata Chemicals has appointed Madison as its new media agency. The decision follows a media pitch that was called about two weeks ago.
The agencies that participated in the pitch were Starcom and Lodestar apart from Madison. Incumbent TME and GroupM's Maxus were part of the original list of agencies called for the pitch. They, however, did not participate in the exercise.
According to Rajeeb Kumar Dash, brand manager - Tata Chemicals (Tata Salt & Samundar Cooking Soda), Madison won the business on the strength of its strategic approach and recommended innovations.
Media spends by the company in the new financial year will be over Rs 10 crore on the back of some aggressive initiatives including the proposed launch of a flavoured salt variant as well as a low-priced second brand of salt for the rural market. The company is also looking at a low sodium salt variant called 'Lona' and many other products targeted at various consumer segments.
"The objective is to try and plug the gaps and to that extent, we are looking at our brand architecture too," says Dash.
For Madison, this will be the third Tata group business that it has bagged following Tata AIG and Tata Tea, which it won just last week.
The agency has had a dream run over the last two years bagging prestigious accounts such as Asian Paints, Cadbury's, Hyundai, Marico, Airtel, McDonald's, TVS and the Jagran Group.
Some of its other businesses include P&G, Coca-Cola India, Godrej, Essel Group, Kotak, Perfetti Van Melle and Kinetic.
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