Madison bags Blue Star business worth Rs 15-20 crore

Following a multi-agency pitch, Madison has bagged the media duties for the entire Blue Star portfolio, including ACs and refrigeration. The size of the business is around Rs 15-20 crore. The incumbent AOR was Lodestar; Interface continues to hold the creative duties.

B Thiagarajan, vice-president, airconditioning and refrigeration service division, Blue Star, says, “Given the increasing importance of media planning and buying in the overall marketing game, we wanted to go in for an independent media agency. We were impressed by Madison’s track record and its huge infrastructure, tools and processes.”

In fact, Madison had worked with Blue Star in the 1990s, when it handled both the creative as well as media duties for the company.

Sam Balsara, chairman and managing director, Madison Communications, remarks, “We have good memories of having handled the brand all those years ago. We are quite hopeful that our skills will help in further building Blue Star as a brand.”

The media mix for the new campaign will involve television, radio, press and outdoor.

For the record, Blue Star has an annual turnover of Rs 930 crore, with a network of 23 offices, four modern manufacturing facilities and around 1,800 employees. It fulfils the airconditioning needs of corporate and commercial customers and is also into manufacturing commercial refrigeration equipment ranging from water coolers to cold storage devices.

Blue Star was founded in 1943. In 1969, it became a public limited company with its corporate headquarters at Kasturi Buildings in Mumbai.

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