Madison Media has & #BANNER1 & # won the media duties for the Delhi-based dairy company Mother Dairy. The agency will handle the media planning and buying for the group's mother brand, Mother Dairy, as well as the other two brands - Safal and Dhara.
Sources close to the development reveal that around two years ago, Mother Dairy had called for a pitch. At that time MPG and Madison along with a few other agencies were in the fray. But then MPG had scored over Madison and won the business. But two years later after a formal presentation, Mother Dairy decided to shift the business to Madison.
According to Paul Thachil, CEO, Mother Dairy, the main reason behind moving the business to Madison is the company's future growth plans for which it needs an agency with stronger media networks.
As Thachil says, "We have been closely monitoring the steady growth of Madison Media in Delhi in terms of people, infrastructure and observing the kind of activity that they have put out for their large and prestigious clients."
According to informed sources, the company now plans to make its brands pan-India. Till now, the company has been mainly focusing on markets such as Delhi and Mumbai.
In the last few years, the milk producer has also diversified into other milk products such as cheese, ice creams and butter. Now the company also plans to venture into frozen foods category.
On winning this new business, Sam Balsara, chairman and managing director, Madison Communications, says, "Madison's large infrastructure, strategic planning skills and our repertoire of tools, systems and processes will be crucial in building up Mother Dairy brands in the exciting and growing packaged food market."
The Mother Dairy business will be headed by Prerna Singh at Madison's Delhi office under the supervision of COO Basabdatta Chowdhuri, and Group CEO Punitha Arumugam.
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